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Global Mobile Consumer Survey 2012

The wireless movement

Global Mobile Consumer Survey 2012The UK cut: Consumer behaviour in the mobile market

How are consumers choosing to connect their mobile gadgets, and where is the future growth in connectivity? How have smartphones changed tariff and spending patterns in the market? And how do users want to be charged for mobile data? These and other questions are addressed in the 2012 global mobile consumer survey.  

This year’s survey provides a unique insight into consumer behaviour in the mobile market. Gathering 27,000 responses across 15 countries, (Argentina, Belgium, Brazil, Canada, Croatia, France, Finland, Germany, Japan, Mexico, Russia, South Africa, Turkey, United Kingdom, and the United States) the survey’s scope covers areas including:  device ownership and usage, device connectivity, LTE and NFC, reasons for buying particular devices, tariffs and billing, and mobile advertising.

The UK analysis of the data has drawn some fascinating results into the behaviours of the UK mobile consumer.

  • 38% of respondents had a bill shock in the last 12 months
  • More than 50% of smartphone users have less than 1GB of data allowance
  • Tablet users spend on average 3 times more on apps than smartphone users per month
  • 88% of smartphone owners use Wi-Fi to connect when they are at home, 50% when out and about, and 47% at someone else’s house.

Global Mobile Consumer Survey 2012 infographic

Deloitte's second Global Mobile Consumer Survey report is out now.


Download Global Mobile Consumer Survey 2012 (PDF 1.9 MB)

If you would like to discuss the key observations we are making on the data and the UK results in some more detail, please contact us.

Press releases

Deloitte comments on today's 4G auction announcement, will the UK see a surge in demand for 4G?
Published: 24 July 2012

Wi-Fi leads the way for UK smartphone owners
Published: 24 July 2012

Deloitte report reveals momentum of tablet revolution
Published: 16 July 2012

Key contacts

Tony Cooper
Sponsoring Partner,
UK Mobile Consumer survey
Partner, Consulting

Carl Bates
Sponsoring Partner, 
UK Mobile Consumer survey
Partner, Consulting

Paul Lee,
Director of Global Research, TMT


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