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Smartphones blur the mobile line |
Approximately one in five UK consumers now own a smartphone mobile device with advanced features such as email and web access, according to Deloitte, the business advisory firm.
Deloitte’s annual survey, State of the Media Democracy, found that 21% of consumers are using smartphones and that they ranked fourth among owners in terms of the product they value most. The survey, now in its second year, examines how British consumers aged 14 to 75 are currently ‘consuming’ media, and what their preferences might be in the future.
Overall mobile phone ownership has held up well, with nearly nine-in-ten (88%) consumers owning a mobile of some type. The use of mobile internet access is up from last year, driven primarily by consumers in their teens, 20s and 30s. However, text-messaging, followed by digital camera use, remain the most frequently used mobile phone features (92% and 79%, respectively) across all age groups.
Although teens and 20-somethings remain the most heavily engaged with using enhanced media features of their mobile phone, use for media consumption beyond music for all other age groups remains very low. For example, 40% of consumers between the ages of 14-19 stated they downloaded applications to their phone, compared with just 12% of respondents aged 44-62.
Simon Kerton-Johnson, telecoms partner at Deloitte, commented: “Smartphone functionality is increasingly challenging traditional mobile phones as consumers place a higher premium on applications and content rather than pure voice and SMS functionality. While voice remains the most significant source of revenue for operators, consumers appear willing to accept lower voice quality in exchange for the fullest suite of applications possible.”
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In this press release references to Deloitte are references to Deloitte LLP, which is among the country's leading professional services firms. Deloitte LLP is the United Kingdom member firm of Deloitte Touche Tohmatsu ("DTT"), a Swiss Verein whose member firms are separate and independent legal entities. Neither DTT nor any of its member firms has any liability for each other's acts or omissions. Services are provided by member firms or their subsidiaries and not by DTT. Deloitte LLP is authorised and regulated by the Financial Services Authority.
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