Consumer 'Device Obsession' Grows; Internet of Things, Mobile Payments Show Potential, According to Deloitte Global Mobile Consumer Survey

Data reveals that 86 percent of all mobile users check their phones within an hour of waking and 23 percent look at their device up to 50 times a day; IoT shows promise with 55 percent interested in 'connected home' technology; room for growth evident in mPayments

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Deloitte LLP

Dec 10, 2014, 08:00 ET

NEW YORK, Dec. 10, 2014 /PRNewswire/ -- United States consumers are becoming increasingly obsessed with their devices – nearly 90 percent check their phone in the first hour of being awake and 23 percent look at their device up to 50 times a day, according to a new Deloitte survey on mobile consumer trends. Moreover, despite the newness of Internet of Things (IoT) technology, 55 percent of those surveyed are already interested in a "connected home" solution – with consumers also showing interest in "connected car" IoT.

Survey results also indicated that in-store mobile payments (mPayments) technologies currently are underutilized by consumers in the U.S. – an attitude that could change given recent market developments. If so, there is a high growth potential for mPayments. The survey findings show that consumers are interested in mPayment solutions almost anywhere they use some more traditional form of payment. In addition, 31 percent of consumers who have a device with Near-Field Communication (NFC) technology, used it for mPayments in the last month. These findings and more are discussed in the U.S. edition of Deloitte's Global Mobile Consumer Survey, released today. The survey offers insight into consumer behaviors and trends in the U.S., with a focus on mobile devices, existing services, and emerging technologies.

"While its common knowledge that consumers are addicted to their mobile devices, it turns out that consumers are truly more inseparable from their devices than previously thought. With over 70 percent checking their phones within thirty minutes of waking up, consumer obsession with devices is phenomenally high and the sheer amount of times per day that consumers access their devices for various activities be it email, text messages or social networks is staggering," said Craig Wigginton, vice chairman and U.S telecommunications sector leader, Deloitte & Touche, LLP. "We're also seeing interesting long-term trends around IoT, consumers' use of devices for work and play, from the potential of mPayments – currently underutilized but promising – to this year's significant jump in music and video streaming."

Other key findings in the survey include:

The year of data streaming
Consumers are increasingly enjoying high-quality audio and video content for their device, with the average consumer now using more than a gigabyte of data per month with the majority allocated towards video. Of those surveyed, 19 percent reported streaming television or film more frequently than in 2013. Additionally, consumers reported 30 percent year-over-year growth in streaming music. On a weekly basis, 16 percent of consumers will use their devices to stream television or movies online and 43 percent of consumers will use their devices to stream music, or listen to online radio. Not surprisingly, the survey shows that the younger generations are driving the real growth in streaming music.

Interest in price grows
This year's survey continues to demonstrate how important mobile technologies are to U.S. consumers. As a corollary to their "device addiction," consumers also are becoming savvier about pricing, both in terms of mobile devices and service plans. For example, in 2014 consumers identified "price of the overall monthly subscription" as the top reason for selecting a mobile provider. Last year, friends-and-family plans, as well as the quality of the network, were consumers' top choice.

The device market shows that it is maturing but steady, with survey respondents indicating that they intend to purchase new devices at the same rate of frequency over the next five years.

"In summary, the survey offers a number of growth opportunities for mobile players," concluded Wigginton. "For example, increased consumption of online media could spark a new generation of innovative devices. Newer game-changers like mPayments and IoT have the potential to permeate the ecosystem in the form of new devices, applications and services."

In addition to the storylines detailed above, the U.S. edition of the Global Mobile Consumer Survey also includes consumer feedback on 4G and Wi-Fi usage, as well as the state of the "apps economy."

For more information on the U.S. edition of Deloitte's Global Mobile Consumer Survey, please visit www.deloitte.com/us/mobileconsumer. Connect with us on Twitter: @DeloitteTMT and #GMCS2014.

About Deloitte's Technology, Media and Telecommunications Practice
Deloitte's technology, media and telecommunications practice serves more than 1,400 clients in the U.S., including the vast majority of market category leaders across all sector segments. Deloitte practitioners, many with direct industry experience, deliver a breadth of services including professional audit, consulting, enterprise risk management, financial advisory and tax. The practice is also home to the Deloitte Center for the Edge, which conducts original research and develops substantive points of view for new corporate growth. The Silicon Valley-based Center helps senior executives make sense of and profit from emerging opportunities on the edge of business and technology.

As used in this document, "Deloitte" means Deloitte LLP and its subsidiaries. Please see www.deloitte.com/us/about for a detailed description of the legal structure of Deloitte LLP and its subsidiaries. Certain services may not be available to attest clients under the rules and regulations of public accounting.

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