Technology has advanced at an incredible pace since the initial introduction of smartphones. With internet access plus a slew of features now available on nearly every device, smartphones can now be used to replace a camera, MP3 player, and even to preform functions previously reserved for laptop and desktop computers. According to analysis of consumer smartphone reviews from March and April 2016, photo taking is the most discussed smartphone usage among consumers. Not only do users mentions taking photos more than making calls, but they are also far more pleased using their phone as a camera than as an actual phone.
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Argus Insights will continue to monitor social Mobile World Congress discussion throughout the show, keep an eye on this blog for more updates. Please contact us if you are interested in information about the performance for a specific brand, product, or market throughout the show.
A short month into the launch of the iPhone 6S and 6S Plus, we can already see that consumers are smitten. Delight ratings for the new line of iPhones are through the roof, even beating out satisfaction reports for its iPhone 6 and 6 Plus predecessors. While consumers are happier with the 6S and 6S Plus than they have ever been with the 6 and 6 Plus, the new models are seeing slower global adoption from launch. In the face of persistent saturation in the Chinese smartphone market, the slowdown in China has been pegged as “one of the biggest worries for Apple.” However, analysis of consumer demand at a major Chinese carrier shows more interest in the 6S and 6S Plus from Chinese consumers at launch than the 6 and 6 Plus last year.
While overall global demand for the iPhone 6S series is lower than that of the iPhone 6 and 6 Plus, that is not the case in the Chinese smartphone market. Consumers jumped on the availability of the iPhone 6 in China, drastically boosting review volume for Apple Smartphones. Buzz volume then jumped again, even higher, with the availability of the 6S and 6S Plus. While the rest of the world has been slower to adopt the new iPhone models, Chinese consumers are demonstrating even more interest in Apple’s subtle transition from 6 to the 6S than they did for the 5S to the 6 series.
The iPhone’s Farewell Tour is progressing as projected, with a final round of interest being expressed by consumers. While global consumer demand for the iPhone 6S is less than it was for the iPhone 6, Chinese consumers are demonstrating even more interest in the 6S than the former version.
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Gone are the days of fighting over the television remote. Now, you use your giant smartphone to keep up on emails while watching House of Cards on your tablet as your kids enjoy their own cartoons on Netflix or entertain themselves playing Temple Run on their own devices. The use of personal electronics for content consumption has taken off, and users are migrating away from large, communal televisions and small smartphones toward the happy middle ground of phablets and tablets to entertain themselves.
Large screens brought large mindshare for Apple smartphones and tablets
In the midst of this large screen, small device trend, Apple has stalled the production of their new iPad to produce a larger device. Their iPad sales have been suffering, and they plan to target the cooperate market with these larger devices. A 12.9 inch screen and alleged plans to add USB ports and an optional attachable mouse and/or keyboard are blurring the lines between tablet and laptop. A similar phenomenon occurred when Apple released the larger iPhone 6 and 6 Plus handsets. Sales of the big smartphones have “been cannibalizing…iPad sales.” Apple CEO, Tim Cook, has been quoted to say that this is a good problem to have, as the company is merely making competition for itself. 
Small & large Apple tablets see more consumer feedback than Samsung’s Pro Tab line
Apple smartphones are competing with Apple tablets, while those same tablets have the potential to compete with Apple laptops, but consumers are far more interested in Apple tablets than those made by Samsung. Big or small, Apple’s devices see more consumer reviews.
Although they are outshining the competition, Apple must compete with themselves as growing screen sizes shift usage expectations. With the introduction of their larger, more cooperate focused tablets, Apple is beginning a targeted, niche enterprise in which iPad users can easily crunch numbers on a spreadsheet and compose documents, or watch Netflix and play games.
Argus Insights will continue to track consumer engagement in the tablet and smartphone markets. Check back to hear more about the progression of user experience as it pertains to screen size and to follow the launch of new products. We monitor various consumer electronics markets as well as B2B infrastructure conversation. Please contact us with any questions or business inquiries.
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T-Mobile is pushing the boundaries of a traditional market with their ‘uncarrier’ tactics, and it paid off this holiday quarter as they saw a “19.4% surge in revenue.” T-Mobile has managed to maintain a stream of new subscribers in an increasingly saturated market. The carrier has remained appealing through their Data Stash plan and acceptance of “subprime subscribers,” and while these tactics have resulted in increased profit, consumer review data paints a different picture. Although T-Mobile saw more subscribers and revenue, these new customers reported lower delight scores.
Looking to consumer reviews for the same time period in which T-Mobile saw impressive revenue growth does not bode well for the future of the carrier. Their new subscribers report less satisfaction, with complaints of poor network quality and stability. Meanwhile, some of T-Mobile’s biggest competition, Verizon and Sprint, saw happier customers.
Argus Insights will continue to track consumer perception of smartphone carriers to keep you informed on how T-Mobile fairs this quarter. For more information, or to inquire about consultation and data access, please contact us.
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