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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