2018年美国移动消费者调查

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1、2018GlobalMobileConsumerSurvey:USEditionAnewerainmobilecontinues2ContentsSmartphonestakecenterstage—again2Maturingmobilebehaviorsaffecttablets,wearables,mPayments6Voiceassistants,5Grepresenttopopportunitiesincomingyear11Summary:Aninflectionpointfortheentiremobilityindustry?16Majorchangestypicallyd

2、on’toccurovernight.Thisiscertainlytrueofmobility,whereseveralinterdependentfactorsneedtocoalesceforthemarkettotakesignificantstepsforward.Whilewesawhintsofthesedevelopmentsin2018,onemajorstoryremainedunchangedfromourprevioussurvey:thesmartphone’spositionatthecenterofthemobileuniverse.Thesmartphone

3、continuestoreignsupremeasconsumers’preferreddeviceformostonlineactions,aswellasforcontrollingandmonitoringahostofdailyactivities.Asaresult,Americansnowviewtheirsmartphonesabout14billiontimesperday—anaverageof52looksperuser.1Smartphoneshavebecomesoindispensablethatsomeconsumersfeartheyusethemtoomu

4、ch.ThesearejustsomeofthefindingsfromtheUSEditionofDeloitte’s2018GlobalMobileConsumerSurvey.Forthisyear’sreport,Deloittesurveyed2,000US-basedconsumerstolearnmoreaboutbehaviorsandtrendsthatareinfluencingawiderangeofwirelessandmobilityproductsandservices.ThiseightheditionoftheGlobalMobileConsumerSurv

5、eyalsohighlightsthedifferencesamongUSconsumersacrossgenerationaldivides—capturingfindingsfromsixdistinctagegroups,rangingfromages18to75.Whilesmartphonescontinuedtothriveoverthepastyear,othermobileplatforms(includingtablets)showedsignsthatthemarketisstilltryingtofigureoutif—andwhere—theyfit.Atthesa

6、metime,allconsumeragegroupsshowedincreasedawarenessaboutdataprivacyandsecurity.Meanwhile,USconsumersexpressedgrowinginterestinvoice-assistedtechnologies,certainInternetofThings(IoT)applicationsanddevices,andtheintroductionoffifth-generation(5G)wirelesstechnologies.Smartphonestakecenterstage—againS

7、martphonesthriveassomeotherdevicesstallOverthepastyear,smartphoneseasilyremainedthemostfavoredmobiledeviceamongUSconsumers.Accordingtooursurvey,theirmarketpenetrationrosefrom82percentin2017to85percentin2018(seef