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A survey of consumer habits led by Kantar Millward Brown in collaboration with Honor showed that the dominance of smartphones on traditional mobile phones has changed the way people use their devices. Photos, social media, web browsing and email reading: these are the most important features of smartphones today. One of the best examples is Honor 10 with the camera with artificial intelligence.
New Europeans use their smartphones for basic tasks, such as calls and messages (92% and 83% respectively), but first place comes with the ability to take photos (87%), social media (78%), and social media (78%). %), e-mails (83%) and Internet browsing (80%).
Less important is satellite navigation, entertainment, mobile applications and mobile payments. MMS, health and fitness applications are even further behind.
Sex and age make the difference
Women use social media smartphones (83% vs. 73%) to take pictures (91% vs. 84%) and send messages (90% vs. 77%) more often than men. Representatives of Generation Z (aged 15 to 24) use the smartphone mainly for leisure, games and communication, while large users (generation 25 to 38) use it as a working tool (reception of mail, calls, SMS and MMS). .
Using smartphones according to the question: What is the main reason you use a smartphone? He gave all the reasons. Separated by age groups – Gen Z (15-24) and Y (25-38). The green color shows a significantly higher score among the groups (95% confidence).
Young Poles use smartphones to communicate, take pictures and surf the internet. More specifically, most people send MMS and SMS, take pictures and videos, visit websites and use internal features such as an alarm clock and a calculator.
The new Czechs are distinguished by the frequency with which they play video games compared to other nationalities, they send a lot of SMS and MMS and use the alarm clock and the calculator.
Finns are distinguished by the use of messaging applications (78%) compared to Greeks (7%) who use these applications to a much lesser extent.
Young Hungarians are not big fans of messaging and MMS. However, it is likely that this trend is due to the fact that they use a lot of messaging applications (61%). Another function little used by Hungarians concerns health and fitness applications.
A high percentage of new consumers in Serbia send messages and phone calls, but what sets them apart is the use of smartphones for entertainment, music, video surveillance, and so on. On the other hand, the use to send and receive SMS and MMS is less frequent. .
Using smartphones according to the question: What is the main reason you use a smartphone? He gave all the reasons. Separated from the countries, the green color shows a result well above average, the red – a result much lower.
Creative and social individualists – These are the new users of European smartphones
The youth who participated in the research describe themselves as creative, open-minded, unique and independent. Poles and Czechs consider themselves unique and often spend their free time outside the city. Young Finns consider themselves more independent than average and Greeks describe themselves as professionals and creatives. Young Hungarians think they are compbadionate and trustworthy people who prefer to spend their free time at home while Serbs see themselves as social, creative and unique people.
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About the research
Consumer survey conducted by Kantar Millward Brown on behalf of Honor in the summer of 2018. The survey was conducted by means of a computer-badisted interview with a sample of 1 800 smartphone users aged 15 to 38 in six countries: Poland, Czech Republic, Greece. , Hungary, Finland and Serbia (N = 300 per country).
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