【レポートの概要（一部）】
1.0 EXECUTIVE SUMMARY 18
2.0 INTRODUCTION 21
2.1 WHAT IS SMARTPHONE? 21
2.2 WHAT MAKES A SMARTPHONE SMART – KEY SMARTPHONE FEATURES? 22
2.3 HISTORY OF SMARTPHONE 23
2.3.1 EARLY YEARS & THE FIRST SMARTPHONE 23
2.3.2 SYMBIAN 24
2.3.3 PALM, WINDOWS, AND BLACKBERRY 25
2.3.4 IPHONE 27
2.3.5 ANDROID 29
2.3.6 BADA 30
2.4 MOBILE PHONE GROWTH AND SMARTPHONE 31
3.0 TOP TEN SMARTPHONES 2011 32
3.1 NUMBER 1: SAMSUNG GALAXY S II 32
3.2 NUMBER 2: MOTOROLA DROID BIONIC ON VERIZON 33
3.3 NUMBER 3: T-MOBILE LG G2X 34
3.4 NUMBER 4: APPLE IPHONE 4 34
3.5 NUMBER 5: HTC EVO 3D 35
3.6 NUMBER 6: HTC THUNDERBOLT 36
3.7 NUMBER 7: SONY ERICSSON XPERIA PLAY 37
3.8 NUMBER 8: GOOGLE NEXUS S AND 4G 37
3.9 NUMBER 9: HP PRE 3 38
3.10 NUMBER 10: DELL VENUE PRO 39
4.0 TOP 10 SMARTPHONE INNOVATIONS OF 2011 40
4.1 PROCESSORS 40
4.2 4G 42
4.3 ANDROID ICE CREAM SANDWICH, IOS5… AND WP7 MANGO 42
4.4 SIRI 44
4.5 HTML5 AND THE DEATH OF ADOBE FLASH FOR MOBILE 45
4.6 NEAR FIELD COMMUNICATION (NFC) AND THE LAUNCH OF GOOGLE WALLET 46
4.7 DLNA AND WIFI DIRECT IN SMARTPHONES 47
4.8 MIRASOL SCREEN TECHNOLOGY 48
4.9 NOKIA’S LONG-AWAITED COMEBACK AND AMAZON’S MOBILE DEBUT 49
4.10 BEST OF THE REST 51
5.0 SMARTPHONE USER BEHAVIOR AND FUTURE TREND 54
5.1 UNDERSTANDING SMARTPHONE USER BEHAVIOR & KEY INSIGHTS 54
5.2 SMARTPHONE USERS MORE DIGITALLY ACTIVE 56
5.3 GLOBAL COUNTRY FACTS: THE SMARTPHONE USER & THE MOBILE MARKETER 57
5.4 USING GOOGLE ANALYTICS TO UNDERSTAND SMARTPHONE USER BEHAVIOR 58
5.5 MOBILE EXPERIENCE AND MOBILE CONSUMER PREFERENCE INDICATOR 60
5.6 SMARTPHONE CONSUMER BEHAVIOR: FEW INTERESTING FACT 61
5.7 EVOLVING USER BEHAVIOR WILL PROPEL MOBILE SEARCH 62
5.7.1 MOBILE USABILITY AND MOBILE SEARCH BEHAVIOR 63
5.7.2 BETTER SEARCH APPLICATIONS WILL LEAD SEARCH BEHAVIOR 64
5.7.3 COMPARISON SHOPPING CAN TAKE A PEAK 64
5.7.4 PHONE REPLACE THE LAPTOP 64
5.7.5 NOT YET THE TIPPING POINT 65
5.7.6 ENTER MOBILE SEARCH FIELD 66
5.8 SMARTPHONE USER BEHAVIOR AND MOBILE EMAIL STRATEGY SHIFT 66
6.0 SMARTPHONE MARKET SHARE 67
6.1 SMARTPHONE MARKET SHARE 67
6.2 MARKET SHARE BY OPERATING PLATFORM 68
6.3 CUSTOMER LOYALTY BY OPERATING PLATFORM 70
6.4 MARKET SHARE BY MANUFACTURER 71
6.5 US MANUFACTURER MARKET SHARE ANALYSIS 72
6.6 CUSTOMER LOYALTY BY MANUFACTURER 74
6.7 GLOBAL HANDSET MARKET SHARE ANALYSIS 74
6.8 APPLE VS. ANDROID BATTLE CONTINUES… 76
6.9 SMARTPHONE MARKET SHARE, ANDROID & GLOBAL MARKET FOCUS 2012 77
6.10 ANDROID: 2012 EXPECTATION 80
6.11 4G, LTE, & WIMAX SMARTPHONE, 3G EXPLOSION IN ASIA, AND 245 MILLION HANDSET SHIPMENTS IN 2016 81
7.0 FUTURE OF SMARTPHONE IN 5-10 YEARS 83
7.1 NEXT GEN MOBILE: THE FUTURE IS PMC (PERSONAL MOBILE COMPUTER) 83
7.2 FLEXIBLE SMARTPHONE DESIGNS 83
7.3 WRISTWATCH PHONES 84
7.4 NFC CHIPS IN SMARTPHONE HARDWARE 85
7.5 AUGMENTED REALITY 86
7.6 ARTIFICIAL INTELLIGENCE 86
7.7 POWERFUL CHIPSETS 87
7.8 GOING GREEN 87
7.9 SMARTPHONES: THE FUTURE OF SATELLITE RADIO, A SIRIUS XM CASE 88
8.0 SMARTPHONE GROWTH AND TOP FUNCTIONS 90
8.1 TOP 10 ESSENTIAL SMARTPHONE FUNCTIONS: TEXTING HAS CLEAR LEAD 90
8.2 DATA USAGE BY MOBILE OPERATING SYSTEM: 89% Y–O-Y 90
8.3 43% YOY DATA COSTS DROP 91
8.4 SMARTPHONES: 68% OF IMPRESSIONS 92
8.5 NEXT SMARTPHONE, ANDROID OR IOS? 93
8.6 ANDROID GETS HALF OF SALES 93
8.7 APPLE IOS HAS MORE SHARE OF ALL DEVICES 94
8.8 US NON-COMPUTER TRAFFIC 2011 95
8.9 MUSIC LISTENING UP 14%, SURFING UP 6% 96
8.10 MOBILE SOCIAL NETWORKING UP 10% 96
8.11 CONTENT USAGE: ALL GROWTH SOLID BETWEEN 5%-10% 97
8.12 76% USE LOCATION CHECK-IN SERVICES 98
8.13 PHONE VIDEO VIEWING EQUAL WITH IN-CAR 98
9.0 MOBILE INTERNET, SMARTPHONE AND USER BEHAVIOR 100
9.1 123% GROWTH IN MOBILE PURCHASING 2009 VS. 2010 100
9.2 MOBILE BANKING, NAVIGATION TO GROW 2011 100
9.3 DEVICE “LOOK” AND BRAND ARE INFLUENTIAL 101
9.4 TABLETS USERS ARE ONLINE SHOPPERS 102
9.5 TABLET OWNERS MAKE MORE PURCHASES 103
9.6 HALF MAKE PURCHASES WITH A SMARTPHONE 103
9.7 25% WOULD PAY FOR GROCERIES 104
9.8 SECURITY OF MOBILE-PAY A BIG CONCERN 105
9.9 MOBILE BROWSING IN-STORE GROWS 78% 105
10.0 MOBILE PEOPLE AND SMARTPHONE USER BEHAVIOR 107
10.1 MEN DOUBLE MOBILE PURCHASING Y-O-Y 107
10.2 FEWER WOMEN PURCHASE, BROWSE 107
10.3 BOTH GENDERS CLICKING MORE ADS 108
10.4 HISPANICS HAVE HIGHER MOBILE USE 109
10.5 HISPANICS SEARCH MORE VIA MOBILE 110
10.6 HISPANICS SEARCH MORE VIA MOBILE 110
10.7 GROWING UP DIGITAL, KIDS IMPACT USAGE 111
10.8 FAMILIES, YOUNG ADULTS EQUAL BOOMERS 112
10.9 MOBILE SHOPPERS ARE YOUNG, WEALTHY 113
10.10 YOUNG REACT MORE FREQUENTLY TO ADS 113
10.11 61% OF M-RETAIL SHOPPERS ARE UNDER 35 114
10.12 13.1 MILLION MOBILE CONSUMERS PERFORM MOBILE RETAIL 115
10.13 YOUNGER SHOPPERS RECOMMEND VIA SMS 115
11.0 SMARTPHONE USER BEHAVIOR PARADIGM SHIFT 117
11.1 GENERAL SMARTPHONE USAGE 117
11.1.1 89% EMBEDDED SMARTPHONE INTO DAILY LIFE 117
11.1.2 SMARTPHONE: A CONSUMER’S ALWAYS-ON COMPANION – 93% USE AT HOME 118
11.1.3 SMARTPHONE AS POCKET PCS: 81% BROWSE INTERNET 118
11.1.4 72% USE WHILE CONSUMING OTHER MEDIA 119
11.1.5 SMARTPHONE USERS MULTI-TASK: 59% USE WHILE WAITING IN LINE 119
11.1.6 SMARTPHONE HELP US WITH OUR DAILY LIVES: 89% STAY CONNECTED 120
11.1.7 WHAT WE’RE WILLING TO EXCHANGE FOR INTERNET USAGE ON SMARTPHONE: 53% WITH BEER 120
11.2 ACTION ORIENTED SEARCHERS 120
11.2.1 SEARCH IS THE MOST VISITED WEBSITE: 77% ON SEARCH ENGINE 120
11.2.2 SMARTPHONE SEARCHERS LOOK WIDE VARIETY OF INFORMATION: 51% DINNING 121
11.2.3 SEARCHERS SEEK QUICK AND CONVENIENT INFORMATION: 89% URGENCY 122
11.2.4 90% TAKE ACTION ON SMARTPHONE SEARCH 122
11.2.5 59% SEARCHERS PURCHASE 123
11.3 LOCAL INFORMATION SEEKERS 123
11.3.1 95% LOOK LOCAL INFORMATION 123
11.3.2 LOCAL INFORMATION SEEKERS ARE READY TO BUY: 44% PURCHASE 124
11.3.3 VARIETY OF ACTIONS TAKEN AFTER ACCESSING LOCAL CONTENT 124
11.3.4 NEARLY ALL LOCAL INFORMATION SEEKERS TAKE ACTION WITHIN A DAY 125
11.4 PURCHASE DRIVEN SHOPPERS 125
11.4.1 MOBILE TRANSFORMING EVERYDAY SHOPPING BEHAVIOR 125
11.4.2 79% RELY ON SMARTPHONE TO HELP WITH SHOPPING 126
11.4.3 70% USE WHILE SHOPPING IN-STORE 126
11.4.4 SMARTPHONE ARE AN INTEGRAL PART OF MULTI-CHANNEL PURCHASE PROCESS 127
11.4.5 MAJORITY OF SMARTPHONE SHOPPERS PURCHASE 127
11.4.6 27% PURCHASE BY VIA MOBILE WEBSITE 128
11.4.7 22% PURCHASE VIA APPS 128
11.4.8 SHOPPERS SPENT ROUGHLY $300 129
11.5 REACHING THE SMARTPHONE USERS 129
11.5.1 CROSS MEDIA EXPOSURE INFLUENCE MOBILE SEARCH: 61% WORD OF MOUTH 129
11.5.2 71% SEARCH BECAUSE OF AD 130
11.5.3 A VAST MAJORITY NOTICE MOBILE AD: 82% ON SMARTPHONE 130
11.5.4 HALF TAKE ACTION WHO SEE A MOBILE AD: 42% CLICK ON AD 131
12.0 SMARTPHONE PARADIGM SHIFT AND MOBILE MARKETING PREDICTION 132
12.1 MARKETING SPEND TO REACH $56.5 BILLION IN 2015 132
12.2 LOCAL MOBILE ADS: 51% SHARE BY 2015 132
12.3 1,342% GROWTH IN RETAIL, RESTAURANTS 133
12.4 92% OF AD SPEND AT NATIONAL LEVEL 134
12.5 $100M FOR LOCAL MOBILE PROMOTIONS 135
12.6 43% OF MARKETERS USING MOBILE CHANNEL 135
12.7 128% GROWTH IN CAMPAIGNS OVER 2 YEARS 136
12.8 SMARTPHONE OWNERS SEE 5X MORE ADS 137
12.9 30% OF CAMPAIGNS FOCUSED ON LEADS 137
12.10 APPLE IOS HAS DOUBLE CTR OF ANDROID 138
12.11 26% DRIVE TO APP DOWNLOADS 139
12.12 MOBILE-SOCIAL ACTION MIX UP 39% M-O-M 139
12.13 SOCNET CONVERGENCE HIGHER FROM TWITTER 140
12.14 TARGETED ADS UP; LOCAL AT 56% 141
12.15 IMPRESSIONS: ANDROID- 53%, IOS- 28% 141
12.16 BY BRANDED CARRIER, VERIZON HAS 19% 142
12.17 BY MANUFACTURER, APPLE HAS 33% 143
13.0 MOBILE APPS USAGE: THE NEXT PARADIGM 144
13.1 10 APPS TO WATCH 144
13.1.1 THE DAILY 144
13.1.2 GE.TT 144
13.1.3 GETGLUE 145
13.1.4 BIZZY 146
13.1.5 FLIPBOARD 147
13.1.6 KIK 147
13.1.7 SHOPKICK 148
13.1.8 PATH 149
13.1.9 INSTAGRAM 150
13.1.10 GROUPME 151
13.2 TOP 10 DOWNLOADED MOBILE APPS 2011 152
13.3 TOP 10 ANDROID APPS 2011 152
13.3.1 NETFLIX 153
13.3.2 SNAPTAX 153
13.3.3 THUMB KEYBOARD 153
13.3.4 GOOGLE CURRENTS 153
13.3.5 GOOGLE WALLET 153
13.3.6 GOOGLE+ APP 154
13.3.7 AMAZON MP3 154
13.3.8 WORLD OF GOO 154
13.3.9 JUST IN CASE 154
13.3.10 GOOGLE MUSIC 154
13.4 TOP 10 IOS APPS 2011 155
13.4.1 TWEETBOT 155
13.4.2 HBO GO 155
13.4.3 W.E.L.D.E.R. 155
13.4.4 SUPER 8 156
13.4.5 GRAND THEFT AUTO 3 156
13.4.6 SONGZA 156
13.4.7 INFINITY BLADE II 156
13.4.8 INSTACAST 156
13.4.9 MIXEL 157
13.4.10 AIRPORT UTILITY 157
13.5 10 MOBILE APPLICATION TRENDS FOR 2012 157
13.5.1 LOCATION BASED SERVICES (LBS): 1.4 BILLION USERS IN 2014 158
13.5.2 MOBILE SOCIAL NETWORKING 159
13.5.3 MOBILE SEARCH 159
13.5.4 MOBILE COMMERCE 160
13.5.5 MOBILE PAYMENT 161
13.5.6 CONTEXT AWARE SERVICE 161
13.5.7 OBJECT RECOGNITION (OR) 162
13.5.8 MOBILE INSTANT MESSAGING (MIM) 163
13.5.9 MOBILE E-MAIL 163
13.5.10 MOBILE VIDEO 164
13.6 APPS DOMINATE ANDROID USER TIME 165
13.6.1 56% OF DAILY SMARTPHONE TIME WITH APPS 165
13.6.2 MESSAGING BEATS PHONE CALLS 165
13.6.3 ORGANIC DISCOVERY LESS LIKELY FOR BRAND APPS 165
13.6.4 OTHER FINDINGS 166
13.6.5 APPS DRIVE DATA GROWTH 167
13.7 MOBILE APP USE RISES AT NIGHT 167
13.8 VOICE DROPS QUICKER THAN MESSAGING 168
13.9 LIVING AFTER MIDNIGHT: 25% APPS SHARE AT 3 AM 168
14.0 SMARTPHONE USER NEWS BEHAVIOR OF NEXT GENERATION 169
14.1 BRAND OF SMARTPHONE USE 169
14.2 NON-VOICE CALL USES OF PHONES 169
14.3 PERCENTAGE OF A NEWS ARTICLE 170
14.4 FREQUENCY OF USE EXCLUDING VOICE CALLS 170
14.5 MULTITASKING: EXCLUDING VOICE CALLS 170
14.6 CONSUMING DIFFERENT TYPES OF INFORMATION 170
14.7 CONSUME NEWS 170
14.8 PREFERENCES FOR CONSUMING NEWS 170
14.9 TYPES OF NEWS 171
15.0 SMARTPHONE: CHANGING PARADIGM OF DIGITAL MEDIA 172
15.1 MOBILE GAMING VS. CONSOLE 172
15.2 PHOTOGRAPHY 173
15.3 DIGITAL DISTRIBUTION AND APPSTORE 174
15.4 GLOBAL HEALTH: SMARTPHONE TO MICROSCOPES 175
15.5 SOCIAL NETWORKING ON MOBILE 176
15.6 ENTERTAINMENT 177
16.0 SOCIAL MEDIA: AN EVOLVING PARADIGM OF SMARTPHONE 178
16.1 FACEBOOK 178
16.1.1 A FACEBOOK SMARTPHONE? WHY? 178
16.1.2 FACEBOOK, HTC WORK ON SMARTPHONE 179
16.1.3 THE FACEBOOK SMARTPHONE APP CRAZE 180
16.1.4 THE HTC’S STATUS: DEDICATED FACEBOOK BUTTON 181
16.1.5 MOBILE APPS VS. MOBILE WEB: 33% POSTING IS MOBILE 183
16.2 GOOGLE +: BEST SMARTPHONE INTEGRATION OF ANY SOCIAL NETWORK 184
16.2.1 GOOGLE PLUS SMARTPHONE: NEXT GEN PHONE 185
16.3 TWITTER 186
16.3.1 SMARTPHONE ADOPTION: RIM LEADS IN CASE OF TWITTER. 187
16.3.2 TWITTER IS A FORM OF ENTERTAINMENT 188
16.3.3 GLOBAL AUDIENCE TO TWITTER.COM DOUBLES IN 2011, AS LATIN AMERICAN AUDIENCE GROWS FOURFOLD 189
16.3.4 INDONESIA, BRAZIL AND VENEZUELA BOAST HIGHEST TWITTER PENETRATION IN THE WORLD 190
16.3.5 SMARTPHONES DRIVE MOBILE TWITTER ADOPTION IN U.S. AND EUROPE 190
16.4 GROUPON 191
16.5 SKYPE 192
16.6 FOURSQUARE AND GOWALLA 192
16.7 LINKEDIN 193
16.8 FLICKR 194
16.9 MOBILE SOCIAL NETWORKING 196
16.9.1 MOBILE SOCIAL NETWORKING BOOMS 196
16.9.2 MOBILE DATA USAGE SKYROCKETS: 10-FOLD INCREASE IN 2015 197
16.9.3 7 IN 10 MOBILE SOCIAL NETWORKERS POST STATUS UPDATES 198
16.9.4 MOBILE FACEBOOK AUDIENCE NEARS 60M: 50% A CLEAR LEAD 199
16.9.5 3 IN 5 US SMARTPHONE USERS ACCESS SOCNETS 200
16.9.6 EUROPEAN SMARTPHONE USERS FOLLOW SIMILAR SOCNET TREND 201
16.9.7 7 IN 10 US CONSUMERS PREFER PERSONALIZED OFFERS 201
16.9.8 WOMEN RULE SOCIAL MEDIA 202
17.0 SMARTPHONE: LATEST INDUSTRY TREND 203
17.1 INTEL MOVING INTO SMARTPHONE 203
17.2 MOTION CONTROLLED GADGET: SWIVL IN SMARTPHONE 203
17.3 SONY’S NEW SMARTPHONE, THE XPERIA S 205
17.4 UBUNTU LINUX MOBILE – AN ALTERNATIVE TO GOOGLE ANDROID 205
17.5 LG OPTIMUS 3D AND NOKIA X7 BATTLE 206
17.6 RIM TAKEOVER BUZZ: MICROSOFT, NOKIA AND AMAZON ARE INTERESTED 207
17.7 KASPERSKY LAB AND TAG HEUER PARTNERSHIP FOR TAG HEUER MOBILE SECURITY IN THE LUXURY SEGMENT 208
17.8 HTC EDGE – THE FIRST SMARTPHONE WITH QUAD-CORE PROCESSOR 209
17.9 NEW 4G DEVICE OF SAMSUNG AND SMARTMBS 209
17.10 AMAZON PREPARES A SMARTPHONE WITH FOXCONN 210
17.11 NOKIA SELLS LUXURY DIVISION VERTU 211
17.12 IPHONE 4S COULD BE BANNED IN EUROPE 212
18.0 SMARTPHONE MANUFACTURER BUSINESS MODEL 214
18.1 VERTICALLY INTEGRATED MODEL 214
18.2 ADVERTISING & APPS WITH OPEN PLATFORM 214
18.3 LICENSE FEES 215
19.0 SMARTPHONE: BUSINESS MODEL FOR TELECOMS 216
19.1 PRICE DIFFERENTIATION 216
19.2 A TWO-SIDED MARKET 216
19.3 NETWORK NEUTRALITY 217
19.4 COMMISSIONS 218
19.5 COMMISSION ON THE SALES OF DEVICES 218
19.6 MOBILE PAYMENTS 218
19.7 M2M 219
19.8 THE CLOUD 219
20.0 CONCLUSIONS AND RECOMMENDATIONS 221
20.1 RECOMMENDATION FOR MANUFACTURER 222
20.1.1 FOCUS FUNCTIONAL CREATIVITY 222
20.1.2 EMBRACE BUSINESS MODEL SHIFT 224
20.1.3 FOCUS SECURITY ISSUE 224
20.1.4 BRING BETTER SEARCH FUNCTIONALITY 225
20.1.5 DEVICE PROVISIONING ‘OVER THE AIR’ 226
20.2 RECOMMENDATION FOR TELECOM 226
20.2.1 DEVELOP MUTUALLY BENEFICIAL BUSINESS MODEL 226
20.2.2 MONETIZE LOCAL TRAFFIC 226
20.2.3 INCORPORATE LOCAL AD MARKETING PLATFORM 226
20.3 RECOMMENDATION FOR BRAND 227
20.3.1 HAVE MOBILE OPTIMIZED SITE 227
20.3.2 BUILD MOBILE SOCIAL STRATEGY 227
20.3.3 MAKE THINGS EASY TO SHARE THE LOVE 227
20.3.4 MOBILIZE EVERYTHING 228
20.4 RECOMMENDATION FOR END USER 228
20.4.1 PROTECT THE SMARTPHONE ITSELF 228
20.4.2 BACKUP YOUR COOL DATA 229
20.4.3 BE CAREFUL WHEN YOU WI-FI 229
20.4.4 BROWSE WISELY 229
20.4.5 CLEAR YOUR CACHE 229
20.4.6 FIND YOUR LOST SMARTPHONE 230
20.4.7 THINK ABOUT YOUR APPS 230
20.4.8 BE AWARE OF YOUR SURROUNDINGS 230
20.4.9 CHECK YOUR INVOICE 230
20.4.10 DON’T THROW AWAY YOUR SMARTPHONE 231
【レポート販売概要】
■ タイトル：スマートフォン市場：新しいユーザーパラダイム及び行動（Smartphones: New user paradigms and behaviors）■ 発行日：2012年1月8日
■ 調査会社：Mind Commerce
■ 商品コード：MCM312240123
■ 調査対象地域：グローバル
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