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
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