Overall, 23% of respondents across 11 markets, including 504 in the US, own more than two mobile phones. Americans are among the most likely to own at least two at 33%, along with the French (34%). Brits and Americans were the most likely to own a smartphone at 21% and 20%, respectively.
Synovate's global head of media, Steve Garton, said these small-but-powerful devices are so ubiquitous that by last year, more human beings owned one than did not!
Barton points out a unique opportunity for marketers in that "... most people do not think of phones as a media platform at all... (they) tend to classify the mobile phone differently to mainstream media like television, radio, print, outdoor and even the internet."
Around a third of US respondents agreed they did not know how to use most of the features on their phones, according to the report, but putting aside the almost ubiquitous calling and SMS functions, the three features most used on a regular basis are:
Cell Phone Features Regularly Used (% of Owners)
% of Global Users
% of Americans
Source: Synovate Mobile Phone Survey, October 2009
The survey showed that the US and the UK lead the way in mobile functions that require 3G access:
Cameras are clearly very important to mobile phone owners as well. An overall 62% use the camera regularly, led by 76% in the UK, 71% in France, and 68% in the US. This is also the feature that Americans most want to see improved in their phones (31%).
This survey showed that 31% of people across 11 markets have lied about their whereabouts via text, one in five has set up a first date and 12% have broken up with someone. The survey showed how text is used:
And, for potentially bad news:
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The Synovate In:fact survey on mobile phones was conducted in June 2009 across 11 markets and with over 8,000 urban mobile phone owners. The markets covered are Canada, Denmark, France, Malaysia, the Netherlands, the Philippines, Russia, Singapore, Taiwan, the United Kingdom (UK) and the United States of America (US).