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Got Apps? Compete's Quarterly Smartphone Intelligence Survey Provides Insight into Mobile Consumer Behavior

Report Shows Smartphone Owners Prefer Personal and Social Apps, Are Open to Targeted Ads

BOSTON - (September 10, 2009) - /PRNewswire/– Compete, a TNS Media company, today released the results from its quarterly Smartphone Intelligence survey, which provides behavioral and survey-based insights into how consumers are using their iPhones and other "smart" devices. The report shows that smartphone owners agree on their favorite types of applications; entertainment, games, music, social networking and weather are the most popular across platforms. In addition, while iPhone owners are most likely to spend money on desired applications, 83 percent of all smartphone users prefer applications that are priced under $5. Compete's Smartphone Intelligence Survey also digs deeper into the differences between iPhone, Blackberry and Palm users.

Key findings include:

  • 73 percent of Blackberry owners have downloaded 5 or fewer applications; in contrast, 72 percent of iPhone owners have downloaded 10 or more applications.
  • Facebook is hot among iPhone owners: 71 percent of iPhone users report accessing Facebook from their mobile device, 37 percent listed Facebook as one of their top three most utilized apps and 18 percent claim it's their favorite app.
  • 30 percent of all smartphone owners are either comfortable or very comfortable receiving targeted marketing on their device.

"With the massive number of applications downloaded to date, the iPhone has taken an early lead in getting owners to adopt app functionality and make popular applications a part of their daily lives," said Danielle Nohe, director of telecommunications and media for Compete. "Smartphones are changing the way we live and communicate, and once users are hooked, they're very unlikely to give up their device - that makes mobile the next 'can't miss' opportunity for marketers."

Smartphone owners using Facebook

Smartphone users differ in their use of social networking sites. Facebook is the most heavily trafficked social networking site among smartphone owners, and iPhone users are twice as likely to use the mobile Facebook app as their Palm counterparts. In fact, iPhone owners are the most active mobile social networkers, with the highest percentage of respondents reporting mobile use of Facebook, MySpace and Twitter and from their mobile devices.

However, despite Twitter's ever-increasing mobile popularity, 85 percent of smartphone owners still prefer to access the site the old fashioned way, from the computer. While 26 percent of iPhone users tweet from their device, only 15 percent of Palm owners and 10 percent of Blackberry devotees report accessing Twitter on the go. Of the smartphone owners who do access Twitter via their phones, 41 percent use the application to keep track of what their friends are doing, 32 percent use the service to keep up with current events and 19 percent tweet from their handset to build a fan base or promote their company.

Open to Targeted Ads

In addition to networking activities, smartphone owners are open to receiving targeted marketing via their device. What types of offers make the best candidates for marketers trying to reach networked consumers? Impulse and leisure purchases tend to be easier to digest than big, highly considered ones. Therefore, nearly half of smartphone owners are receptive to location-based offers at restaurants and offers to save and pursue at their leisure, and 45 percent would use mobile grocery coupons.

About Smartphone Intelligence

Compete's Smartphone Intelligence combines consumer insights (through surveys) with behavioral data (through online click stream data) to reveal how smartphone owners are using their phones, the sites they visit on the mobile Web and what they like and dislike about their phone and experiences. Smartphone Intelligence subscribers will receive comprehensive quarterly reports with fresh data about smartphone use and behavior, as well as actionable recommendations tailored to their business.

Smartphone Intelligence also enables clients to go deeper with custom research addressing specific business questions relevant to unique segments of smartphones owners. Only Compete can bring in the online behavior of millions of consumers through click stream data to help answer these questions. To learn more, visit:

About Compete

Compete, a unit of TNS Media, helps the world's top brands improve their marketing based on the online behavior of millions of consumers. Leading marketers such as Carlson Hotels Worldwide, Hyundai Motor America, Upromise, Chrysler, and Verizon Wireless rely on Compete's services to create effective online experiences and highly profitable advertising campaigns. Compete's online behavior database-the largest in the industry-makes the Web as ingrained in marketing as it is in people's lives.

Compete was founded in 2000 and is located in Boston, MA, with offices throughout the U.S. For more information about us, please visit, or to join the conversation visit

About TNS Media

Established in more than 30 countries, TNS Media explores all the media - print, radio, TV, Internet, social media, cinema and outdoors worldwide, 24 hours a day, seven days a week, and offers a full range of insights, analyses and audience measurement services.

TNS Media combines the deepest expertise in the industry to provide media and marketing intelligence including advertising expenditure monitoring, advertising creation monitoring, audience measurement, market influence analytics, online consumer behavior tracking, news monitoring, sports sponsorship evaluation and more. The TNS Media companies track more than 3 million brands and provide vital market intelligence to 16,000 customers in the world.

All logos, company and product names may be trademarks or registered trademarks of their respective owners.

About Kantar Group

The Kantar Group is one of the world's largest research, insight and consultancy networks. By uniting the diverse talents of more than 20 specialist companies - including the recently-acquired TNS - the group aims to become the pre-eminent provider of compelling and actionable insights for the global business community. Its 26,500 employees work across 80 countries and across the whole spectrum of research and consultancy disciplines, enabling the group to offer clients business insights at each and every point of the consumer cycle. The group's services are employed by over half of the Fortune Top 500 companies. For further information, please visit