Smartphone Survey Reveals Over Half Say Their Smartphone is Their Life; Majority Utilize All Functions of Their Devices

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A recent smartphone survey conducted by Prosper Mobile Insights™, exclusively utilizing SSI’s mobile panel, included 102 smartphone users who completed the survey on their smartphone. The survey was collected from 5/13 - 5/18/11. 56% of the sample was male while 44% was female, and the average age of the sample was 36. The data reveals key insights on mobile usage, security concerns and privacy issues, as well as purchase decision behaviors executed by mobile users on their smartphones.

55.9% of smartphone users say they prefer using their smartphone to access the Internet over using a computer.

As mobile technology continues to evolve, a majority of smartphone users are fully integrating their devices into every aspect of their daily lives. According to a recent smartphone survey conducted by Prosper Mobile Insights™ among smartphone users on their devices, 52.9% say they utilize all of the functions of their smartphones—it’s their life. 30.4% say they use the basic functions of their smartphones plus some applications and 16.7% only use their smartphones for calling, texting and emailing.

With all the unique features of smartphones, texting (21.6%), Internet (16.7%) and email (15.7%) are the top functions smartphone users say they cannot live without. Calling features (7.8%), GPS (6.9%) and Facebook (5.9%) are also necessities to some.

With new technology, however, comes new concerns, and the top privacy issue among smartphone users is location tracking, followed closely by unauthorized access to personal information:

Top Privacy/Security Concerns Among Smartphone Users
Location being tracked: 35.3%
Someone accessing personal information: 31.4%
Someone accessing financial data: 21.6%
Online behavior being tracked: 11.8%

Source: Prosper Mobile Insights™ Smartphone Survey, May-11

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Despite these concerns, 55.9% of smartphone users say they prefer using their smartphone to access the Internet over using a computer (35.3% prefer to use a computer while 8.8% aren’t sure).

Good news for retailers: The vast majority of smartphone users (81.4%) say they use their smartphone to browse for products or services. 77.5% use their smartphone to locate stores or look for store hours. Reading reviews and researching specific products are also top smartphone activities, and half say they have made a purchase via their smartphone device:

Smartphone Shopping Behaviors:
Browsing or looking for a product/service: 81.4%
Locating a store or store hours: 77.5%
Reading customer reviews: 57.8%
Researching specific products: 57.8%
Receiving text messages with special offers: 53.9%
Making a purchase: 50.0%
Scanning a QR code: 34.3%
Writing a customer review: 20.6%
None of the above: 5.9%

Source: Prosper Mobile Insights™ Smartphone Survey, May-11

“Consumers are integrating mobile devices into all aspects of their daily lives—including shopping. Smartphone and tablet users are more engaged with online content and in turn are more influenced by digital advertising.” – Gary Drenik, President & CEO, Prosper Business Development, Corp.

Smartphone users were also asked to weigh in on their smartphone survey taking experience. It appears as though smartphone users overall enjoy taking short, fun surveys on their mobile devices:

Highlights of Verbatim Responses:

  •     “It was simple and the same or better than on the computer.”
  •     “Being able to take surveys using my phone makes me more likely to actually take and complete them! I’d do more if surveys would be compatible with my phone.”
  •     “I love my smartphone and don’t mind telling others about my phone and all of the apps.”
  •     “Enjoy using my smartphone for everything. Would love to be able to do [more] moving forward.”
  •     “I love the opportunity to take these on my smartphone!”

Source: Prosper Mobile Insights™ Smartphone Survey, May-11

Survey Sampling International (SSI)
Survey Sampling International ( is the premier global provider of sampling solutions for survey research. SSI reaches respondents in 72 countries via Internet, telephone and mobile/wireless. Client services include questionnaire design consultation, programming and hosting, and data processing. SSI serves more than 2,000 clients, including 48 of the top 50 research organizations. Founded in 1977, SSI has 17 offices in 15 countries.

Prosper Mobile Insights™
Chrissy Wissinger
Randi Honkonen

Ilene Siegalovsky

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