“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.
Take a look inside a sample report
Mintel’s consumer reports deliver insight and expert analysis into key consumer trends and behaviour in your marketplace, in addition to an overview of the market data and key brands. Mintel’s consumer reports provide you with easily digestible information to guide your future innovation and move your business forward.