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■ Overview Is Mobile poised to grab it all? Use-IT Europe Survey Young Early-Adopters The objective on this report is to identify new mobile consumption patterns amongst early adopters, and to predict the degree to which these new behaviour patterns will spread to the mass market. Based on a survey of young early adopters in Europe, this report examines the different communication methods being used, and the associated trade-offs, as well as the most popular types of application and pastimes.

■ Key questions   • How do young people in France, Italy, Sweden and the United Kingdom communicate? • What are the current and emerging mobile consumption patterns? • Which is the most popular amongst voice calls, texting, MMS, e-mail and IM? • What is impact does entering the workforce have on communication patterns? • What impact do virtual communities have on fixed and mobile communication patterns? • What are the most widely anticipated new mobile services? • What are the different categories of young mobile user? • What are the mainstream consumption trends?

Contents

1. Methodology

1.1. Survey Methodology 1.2. Target characteristic Use-IT Europe – Analysing future consumption patterns The Use-IT programme for 2008 seeks to compare young users’ consumption habits to be able to identify emerging trends and assess their spread to the mass market. • Two focus groups: Paris, Helsinki • A quantitative survey - Online questionnaire: 25 minutes long - Target: young internet users - Four countries: France, Italy, Sweden and the UK - Size of the sample 1,448 individuals (360 per country) • Outlook for future consumption patterns, cross-referenced with IDATE market forecasts

2. Users Typology

2.1. 6 groups of customers • Characteristics and evolution • Consumption and trends • Fixed internet consumption habits • Mobile consumption habits 2.2. Group descriptions • "Super User" • "Community user" • "Practical nomad" • "M-Followers" • "Traditional user" • "Wait and see" 2.3. Data set • Personal Equipment • Communication usages • Fixed Internet usages • Interest for data mobile services

3. Consumption Trade-offs

3.1. Hardware trade-offs • Home equipment • Personal equipment - towards multiple mobile device ownership - toward more ergonomic terminals - number of terminals • Terminal trade-offs • Broadband subscription 3.2. Communication trade-offs • Communication behaviour • Consumption trends • Choosing a way of communication - overall choice criteria - communication patterns shaped by the subscription contact - time spent communicating deemed useful/frivolous - switching between communication modes 3.3. Time trade-offs • Time spent watching TV, by age group • Time trade-offs, by social status • Digital life vs. real life

4. Mobile consumption habits

4.1. Switching from fixed to mobile • Current fixed calling habits • New behaviour patterns on the fixed internet - social networking - from virtual to real life - user-generated content - instant messaging and multi-tasking 4.2. New habits and future patterns • Mobile data consumption patterns • Fixed and mobile consumption habits • Mobile data service drivers • Mobile phone at home for browsing the Web 4.3. Address book features • Interest • Focus on a close-knit community 4.4. Opinions • Mobile and privacy • Dependence on mobiles • Fears about mobiles

5. Market Evolution: 10 Key-messages

5.1. Terminal: the end of the "Swiss army knife" mobile terminal 5.2. Voice is not dead 5.3. Fixed voice being replaced by mobile voice 5.4. Double play bundles limiting fixed-mobile substitution 5.5. Eventually, a unified fixed-mobile handset for all voice calls 5.6. Entering the workforce stimulates asynchronous consumption: e-mail, texting 5.7. IM gobbled up by social networks 5.8. New forms of communication emerging 5.9. What killer app for mobile? 5.10. Digital communication will not kill real life communication

6. Evolution by Service

• Service • Short and long-term development • Drivers and barriers • Competition

7. Data Book by Country

For France, Italy, Sweden and the UK 7.1. Consumption trade-offs • Hardware trade-offs • Communication trade-offs • Time trade-offs 7.2. New mobile consumption habits • Switching from fixed to mobile • New mobile consumption habits and expected future patterns 7.3. Opinions

Use-IT Programme

Methodology – IDATE’s Use-IT programme For over five years now, IDATE has continued to develop a programme devoted to analysing consumer behaviour based on a series of exclusive surveys. The goal is to produce a report on users’ changing behaviour patterns through in-depth analysis of they way they currently consume, and predict they will in future consume telecommunications, internet, TV and video, video games, music… • Cross-section analysis of ICT consumption habits in the consumer market • New consumption patterns and trade-offs • Monitoring an operational user typology • Cross-referencing survey results with IDATE’s sector-specific analyses • Market forecasts and development outlook

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(日本語訳)

通信の新しいトレンド、モバイルはそのすべてに対応できるのか？
欧州の早期導入者調査による新しい通信市場の動向

2008年11月7日
フランスの調査会社イダテ社は、欧州の早期導入者調査(Use-IT Europe Survey)の一環として、消費者のITC消費習慣を分析する調査レポート「欧州の早期導入者調査による新しい通信市場の動向」を出版した。欧州の18-25歳の1500人以上のインターネットユーザを対象に調査し、これらの若い人々が働くようになったときの新しい通信トレンドを予測している。

「イダテ社は、5年以上この新しい統合アプリケーションの消費パターンについての独自の分析を行ってきた。今年は、欧州の若い消費者の新しい消費習慣が他の年代層にどのように拡大していくかを詳細に検討した」と、Use-IT ProgrammeのマネージャーであるSophie PERNET-LUBRANO氏は語る。これらの調査から、利用されている様々な通信の形態と、様々な選択肢などを分析する。

(後略)

(原文)

New Communication Trends: Is mobile poised to grab it all?
Use-IT Europe - Survey among young early adopters

7 November, 2008
IDATE has released the fifth edition of its market report devoted to analysing consumers’ICT consumption habits – published as part of its Use-IT programme. Based on an exclusive survey of over 1,500 young Internet users (18 to 25 years old) in Europe, the report provides forecasts on future communication trends as these young consumers enter the workforce.

“For over five years now, IDATE has been developing a unique analysis of new convergent application consumption patterns,” reports Sophie PERNET-LUBRANO, the Use-IT Programme’s Project Manager. “This year, we wanted to take a closer look at the habits of young consumers in Europe to be able to assess how their new behaviour patterns will spread to the rest of the market.” Based on an exclusive survey, this report analyses the different forms of communication being used, and the various choices and trade-offs involved.

Among the many findings in this report is the emergence of several clear trends:

“Standard” mobile configuration: mobile phone + laptop computer
The trend of owning multiple personal equipment has clearly been confirmed: young Internet users in Europe have a PC and broadband connection at home. For their personal use, they have a mobile phone, an MP3 player and, for two-thirds of them, a laptop PC as well. Also noteworthy is the swift success of the latest devices, notably touch-screen phones and mini laptops with, respectively, 16% and 4% of young Internet users equipped. As a result, consumption patterns are increasingly complex, and depend on the user’s location as well as the devices that are available, their connectivity and available networks. Ultimately, the essential configuration for a young European on the move is based on two connected devices: a laptop and a mobile handset, as well as an MP3 player. Given the size of the screen and the keyboard, and the limited battery life, the mobile phone cannot satisfy all of users’ needs in terms of services, features and performance – particularly when it comes to watching videos and typing up texts.

Voice still the dominant communication mode, as mobile calls are replacing landline calls
Despite the development of new means of electronic communication, the potential consumption of voice calls remains intact. First, the use of voice calls has tended to increase steadily over time: in France, the growth rate for voice has been around 4% a year since 2003. For communication with people one is close to (family, close friends), voice is viewed as a useful and nuanced form of interaction (particularly compared to IM which is viewed as rather frivolous). Even among the youngest consumers (ages 12 to 17), voice is the most widely used form of communication – even among those who are members of social networks. And finally, over half (53%) of young working Europeans state that they have made more phone calls since entering the workforce. As a result, we estimate that voice calls will remain a predominant form of communication. This increase in the time spent on the phone is also running parallel to a shift from fixed to mobile calling. An individual and personal device, with a built-in phone book, the mobile phone is taking over from the traditional landline phone. Among young consumers who have entered the workforce, 41% report that their mobile calling has increased (and 11% say it has decreased), compared to 25% who say they spend more time on fixed line calls – while 35% say they spend less. The rate at which mobile is replacing fixed voice is nevertheless being limited by appealing fixed rates (unmetered VoIP flat rates combined with Internet access) and by convergent-fixed-mobile handsets that use subscribers’ broadband connection when they are at home.

The fact of entering the workforce leads to more asynchronous communication, via e-mail and texting – replacing chats on IM and social networks
When entering the workforce, young people’s behaviour necessarily changes: they have less free time, more money, fewer spontaneous meetings with friends (e.g. at school), work schedules that may not be the same as their friends’, more freedom of movement and a greater distance from their circle of friends.
As a result, the fact of entering the workforce leads to more asynchronous communication, i.e. via e-mail and texting, rather than chatting over IM or hanging out on a social networking site. 50% of those queried report that, since entering the workforce, they use e-mail more (12% use it less) and 29% do more texting (13% do less). On the other hand, 33% say they now spend less time chatting on IM (19% spend more time) and 36% spend less time on blogs and forums (12% spend more time). Although these young workers still keep in touch with their friends through IM and social networking, they spend less time doing so and employ more efficient forms of communication, particularly phone calls.

New forms of communication: wall-to-wall communication, micro-blogging

• Is IM being swallowed up by social networks? Based originally on creating and searching for user profiles, Web 2.0 sites have become communication tools and have been enhanced by new features, notably messaging and IM. Facebook, Twitter, MySpace and Google all offer instant messaging functionalities, and we are seeing a sizeable drop in the use of the leading IM applications. This is setting off alarm bells for veteran instant messaging players which are in danger of seeing their users opt for the IM solutions offered on social networks which are built around the community-centric aspect of the application. But the open features of IM (ability to multi-task) offer a serious advantage over social networks which have not gone beyond instant messaging into Voice over IP. Offered for several years as part of IM solutions, IP telephony has enjoyed only moderate success thus far and switching from typing to a phone call is not a natural transition for users. Most IM users who want to switch communication modes will use their mobile.
• The wall is a feature developed by Facebook: all users are given a free space, or a wall, where other users can post messages, photos, etc. This new form of communication is a logical extension of IM, particularly its community aspect, that does not require an immediate response.
• Micro-blogging was launched in 2007 and quickly became very popular – the idea being to let your friends know what you are doing at the moment by sending a short message of up to 140 characters in length, calle d a tweet. Users can switch easily from one interface to another: if they are sending tweets via text message or IM, they can switch over to the Twitter website simply by entering the phone number or IM account number they are using.

Disparate evolution for mobile communication

• Mobile e-mail will develop the same way that fixed e-mail has, as demonstrated by the success of the BlackBerry model. They could eventually converge with text messages, as is already the case in Japan.
• The development of mobile IM as an extension of fixed IM will remain limited. Interoperability issues, problems with handsets (keypad, battery life, screen size) and competition from the computer are all impeding its development. But attractive prices as part of a flat rate, along with presence management
  features, do give it some competitive advantages. We therefore predict that the number of mobile IM users will increase, but only for light usage as an extension of a fixed service.
• For social networks the need to be in constant touch with one’s community of friends will help fuel mobile usage. But, like with other applications, the device itself detracts from the user experience, particularly the size of the screen and the keypad.
• And, finally, videophony which encompasses two realities: first, face-to-face communication and, second, “see what I see” where the user films what they are seeing and sends a video of it simultaneously to the person they are communicating. These two modes naturally fulfil two different
  purposes. “Pure” videophony is not expected to develop dramatically in the near future, again because of the constraints involved: very small screen, the need to hold the phone away from the body, to stay still, etc. Slow upload speeds can prove another drawback. “See what I see” applications, meanwhile,
  will be competing with MMS, unless an immediate response is required, so their development will likely remain limited as well.