Mobile Phones - US - January 2013
“Four OS compete in the smartphone segment, but only three OS typically survive in hardware markets, given that each must be supported by independent software vendors (ISV), and ISVs are attracted to OS by a large audience for potential sales. This gives the most popular OS the advantage, regardless of the quality of the OS itself.”
– Billy Hulkower, Senior Technology Analyst
Some questions answered in this report include:
- Did the Maps flap hurt Apple?
- Is BlackBerry 10 DOA?
- Will software and hardware brands continue to be distinct?
Mintel’s research for this report finds that 53% of phone owners were smartphone owners as of September, 2012. Only 9% of phone owners express intent to continue to own feature phones, suggesting that over 2013-14 there will be a massive adoption of smartphones by the late majority.
The focus of this report is on courting these first-time smartphone buyers, as well as maintaining the loyalty of current smartphone owners, both from a hardware and OS perspective. The report coverage includes the following aspects of phone ownership and purchase: average spend and attitude to future spending, interest in remaining on the contract system, loyalty to Apple, feature usage, attitudes to OS, and interest in the new Windows Phone and BlackBerry OS.
Insights exploring the best ways to sell phones in the current environment are developed from a close analyses of key demographic differences, as well as an examination of the current OS owned. Other significant insights are developed from an examination of which OS is most desired by demographics as well as how current smartphone owners, Android owners, iPhone owners, and feature phone owners differ in their attitudes to their current and future cell phones. Social media activity including hardware and software brand marketing is analyzed, with a dedicated section of the report covering how, where, and what consumers are discussing online in regard to the leading manufacturers and OS.
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This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.
Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.
Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.
* This is a sample representation of the report layout and does not reflect the research included in this report.
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