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Smartphone User Study, 2006
iGillott Research, July 2006, Pages: 71
Smartphones are a relatively new occurrence in the mobile industry. The first devices were introduced a few years ago, expanding on the functionality of the traditional PDA to include cell phone functionality. In fact, the first de facto smartphone device was the Palm Treo which mixed the popular Palm OS with a cell phone in an attractive and usable form factor. Highly functional handsets had been introduced before, but the Treo was the first to enjoy significant market success.
The result of this activity is that the traditional PDA has disappeared and that the smartphone is an established and growing segment of the mobile device market. There are many questions remaining about the smartphone user, however. For example: What is the profile of the typical smartphone user? How loyal are smartphone users? Are the smartphone users loyal to the devices, the push-email service or the relationship with the mobile operator? What applications do users use and want on their smartphones? How do these factors rank? How successful can other device OEMs be with their new designs? Also, what are the critical success factors for the competing devices?
To better understand these factors and to clearly define the profile of the smartphone user and identify how loyal users actually are to their devices, platforms and services, we surveyed 699 smartphone users in North America in June 2006.
The survey took almost 10 days to complete and was halted at 699 responses as it took more than 10,000 survey invitations to get those 699 complete interviews. This is a very low response ratio. The main problem was that people would respond “Yes” when asked if they used a smartphone; but when they were asked to select the model (from a list of all smartphone models with pictures), they were unable to do so. An ”Other” category was provided, as well, but many people were confused as to if their handset was “smart” or not.
After some investigation to find out what was happening in this process, we arrived at several interesting facts:
- Users of many newer handsets, such as the RAZR, think their phone is ”smart.” After all, it has a camera, Internet access, color screen, ringtones, games, etc. It is a lot smarter than their last handset!
- Users know what a Treo, Motorola Q or a Windows Mobile device is – they can identify these types of devices by name. But they do not necessarily equate the term ”smartphone” exclusively to these types of devices.
- The name recognition of the Symbian OS is very low in the North American market.
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