Smartphone Proliferation and Changes in Information Behavior

〈 Publication Date: July 12, 2013 〉

The widespread adoption of smartphones has led to distinct changes in information behavior compared to the era of feature phones (hereafter referred to as mobile phones). These changes are the 'acceleration of social media usage' and the 'acceleration of video viewing'. We present the results of a nationwide web survey (conducted in March 2013) targeting mobile device owners (mobile phone or smartphone owners), conducted jointly with Professor Yoshiaki Hashimoto of the University of Tokyo Graduate School of Information Science and Technology.

■ Comparison of Mobile Phone Ownership Rate and Smartphone Ownership Rate

First, let's compare mobile phone and smartphone ownership rates. Among junior high school students (ages 12-14), mobile phone ownership is overwhelmingly higher for both males and females. However, by the late teens (ages 15-19), smartphone ownership rates are nearly equal for males and higher for females. Furthermore, in their 20s, smartphone ownership rates exceed mobile phone ownership rates for both males and females, showing the highest smartphone ownership rate compared to other age groups. Among those in their 30s, mobile phone ownership rates are still higher. However, considering the rapid pace of smartphone adoption over the past year or two, it is only a matter of time before smartphone ownership rates surpass mobile phone ownership rates.

Comparison of Mobile Phone Ownership Rate and Smartphone Ownership Rate

■ Acceleration of Social Media Use

Comparing social media usage rates between feature phone owners and smartphone owners shows that smartphone owners have higher usage rates across all age groups. This acceleration in usage is likely due to social media services becoming app-based with the shift to smartphones.

Social Media Usage Rate Comparison

■ Acceleration of Video Viewing

When asked, "Compared to your previous mobile phone, how has your video viewing time changed since switching to a smartphone?" among respondents who previously owned a mobile phone and now own a smartphone, the following responses were reported (based on self-reported awareness): 50.9% of males aged 15-19, 46.3% of males aged 20-29, 64.7% of females aged 12-14, 63.5% of females aged 15-19, and 46.6% of females aged 20-29.

Percentage of respondents who reported longer video viewing time since switching to smartphones

As smartphones become even more widespread, social media usage and video viewing are expected to accelerate.