Intel Mobile Etiquette
Campaign Background:
The mobile etiquette survey is the EMEA interpretation of the campaign undertaken in each of the last 2 years in the US. With some regionalisation, and the streamlining of questions to remove those deemed less relevant to the EMEA market, the survey draws on the core ideas within the US version
. The primary objective is to increase mobile thought leadership with the general public by exploring the engagement between consumers and their mobile
devices. It also serves to reinforce how embedded such devices have become within our daily lives. To make the story more engaging and 'real,' the questions have sought to draw out the frustrations people feel in relation to mobile devices and their (mis)use in public.
This very honest approach is not only more attention grabbing for the media due to some of the amusing and familiar problems people identify, but it also
helps show Intel's genuine engagement with how mobile devices are used and perceived. The exploration of the need for mobile etiquette reinforces the fact that mobile devices will continue to play an increasingly important role in daily life - to the extent that they have been socially normalised.
The survey was conducted by an independent research agency online and addressed consumers from 16 countries1.
1 Survey Information
This independent survey was conducted in May 2011 by Redshift Research. A total of 12,761 people were surveyed across 16 countries in EMEA: UK (1,000), France (1,009), Italy
(1,036), Germany (1,005), Spain (1,013), Romania (500), Netherlands (506) South Africa (507), Czech (1,000), Sweden (1,122), Belgium (502), Poland (1,004), Turkey (1,007), Saudi
(510), UAE (501) and Egypt (539).
Q1. What are your “pet peeves” about the use of mobile Internet enabled devices? By “pet peeves,” we mean any gripes or frustrations you have regarding people’s behaviours when using Internet enabled devices? (Top Three)
67%
71%
52%
77%
57%
52%
60%
66%
82%
74%76%
73%
67%69%
71%
60%
71%73% 72% 73%
62%
57%
68%
79%
68%
64%
59%
70% 71%
75%
52%55%
62%
57%54%
66%
58%
53%
61%
54%
62%
42%
65%60%
67%
44%42%
52%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Texting or typing while driving a car
Talking loudly on a phone in a public place (e.g. public transportation, in stores)
Annoying ringtones / having the volume too loud in a public
Q1. What are your “pet peeves” about the use of mobile Internet enabled devices? By “pet peeves,” we mean any gripes or frustrations you have regarding people’s behaviours when using Internet enabled devices? (Bottom three)
32%
29%
35%
27%29%
28%27%
37%
43%
33%
22%
38%
29%
36%35% 35%
40%
29%30%
32%
24%
31%
23% 25%
38%
41%
25%
28%
36%
22%
38%
27%29%
30%
17%
11%
7%
10%
21%
25%
10%11%
27%
11%12%
17%
22%
26%24%
23%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Talking loudly on a phone in a public toilet
Taking up space in a public place (e.g. on public transportation, in a café or restaurant) for an extended period of time whilst focusing on using your device
Using a mobile device whilst in the bedroom
Q1. SUMMARY - What are your “pet peeves” about the use of mobile Internet enabled devices? By “pet peeves,” we mean any gripes or frustrations you have
regarding people’s behaviours when using Internet enabled devices?
On average both texting and typing while driving a car (67%) and talking loudly on a phone in a public place (67%) were the top pet peeves across EMEA
In comparison to the US where 73% see texting or typing while driving a car as a pet peeve. Talking loudly on a phone in a public place was seen as a pet peeve by 65%
For texting and typing while driving a car the place most offended place was South Africa (82%) and the least were both France (52%) and Spain (52%)
For talking loudly on a phone in a public place the Netherlands were the most annoyed (79%) while Saudi were the least offended (52%)
Looking at the third highest pet peeve of annoying ringtones and having the device volume too loud in a public, Turkey were the most offended (67%) while both Egypt and Sweden were the least (42%)
For the lowest pet peeve of using a mobile device whilst in the bedroom over a quarter (27%) of those from South Africa were annoyed, while only 7% of the French
were
On average women are more annoyed by texting or typing while driving a car (70%). Men seem more annoyed by talking loudly on a phone in a public place (65%)
Using a mobile device whilst in the bedroom was ranked as the least offensive pet peeve by both men (17%) and women (17%)
Q2 Which if any of the following have you personally ever done on a mobile Internet enabled device (Top three)
46%
37%
48%
55%
31%
48%
53%
24%
57%
50% 50%
42%
47%
56%
39%
45% 46%
32%
53%
50%
30%
54%52%
47%
61%
39%
47% 47%
44%
50%
44%
50%
32%
29% 30%
25%23%
31%
47%
15%
42%
36%
32%
21%
24%
52%
37%35%
40%
0%
10%
20%
30%
40%
50%
60%
70%
Texting or typing while in the company of others (e.g. in a meeting, at dinner with friends)
Using a mobile device whilst in the bedroom
Losing awareness of surroundings or conversations while text
Q2 Which if any of the following have you personally ever done on a mobile Internet enabled device (Bottom three)
11%
5%
12%
8%
13%
12%
17%
4%
12%
10%
8%
9% 9%
15%
18%
21%
19%
10%
7%
8%
7%
16%
13%
3%
10%
6%
10%
15%
18%
17%
6%
4%
7%
3%
4%
6%
8%
6%
5%
4%
5%
3%
13%
16%
10%
0%
5%
10%
15%
20%
25%
Taking up space in a public place (e.g. on public transportation, in a café or restaurant) for an extended period of time whilst focusing on using your device
Talking loudly on a phone in a public toilet
Watching inappropriate content in a public place
Q2 – SUMMARY – Which if any of the following have you personally ever done on a mobile Internet enabled device
On average both texting or typing while in the company of others (46%) and using a mobile device whilst in the bedroom (46%) were ranked as the highest activities people have done with their device
For texting or typing while in the company of others the top place for this to occur was in South Africa (57%) and the least is in the Netherlands (24%)
For using a mobile device whilst in the bedroom, this happens most frequently in South Africa (61%) and the least often in Germany (30%)
Looking at the third highest, losing awareness of surroundings or conversations while texting, Turkey are top (52%) and the Netherlands are the lowest sinners (15%)
For the lowest response, watching inappropriate content in a public place, 16% of Egyptians admitted to this, while only 3% of those from Turkey and Italy did
On average the highest activity that women volunteer is texting and typing while in the company of others (50%), and for men using a mobile device whilst in the
bedroom (43%) is the highest
The lowest response for both men (8%) and women (4%) is for watching inappropriate content in a public place
Q3 How would you rate your mobile manners?
50%
66%
52%
45%47%
45%
40%
53% 53%
42%
61%
55%
46%
51%53%
43%
52%
48%
34%
46%
54%52% 53%
59%
45% 46%
58%
39%
43%
53%
49%
44%
53%
45%
1%3%
1% 2% 1% 2% 1% 2% 2% 1%3% 3% 3%
0%
10%
20%
30%
40%
50%
60%
70%
Excellent - Great
Good - Fair
Poor
Q3 SUMMARY - How would you rate your mobile manners?
On average half (50%) of those surveyed rate their mobile manners as excellent to great. 48% rank their manners as good to fair, and barely anyone (1%) ranks their manners as poor
The highest ranking is from the UK where two thirds (66%) rank their mobile manners as excellent to great, while the lowest ranking is from Romania (40%)
When ranking themselves as having poor mobile manners, Egypt (3%), France (3%) Saudi (3%) and UAE (3%) were the highest while those in UK (0%), Italy (0%), Czech
(0%) and South Africa (0%) do not believe they have poor mobile manners
52% of men rank their mobile manners as excellent to great and only 2% rank them as poor. However, 49% of Women rank their mobile manners as good to fair and 0% ranks them as poor
In the US, 54% thought their mobile manners were excellent to great, 45% as good to fair and only 1% as poor
Q4 How would you rate the general population's mobile manners?
11%
7%
11%
7%9%
13%
8%
4% 3%
10%
6% 5% 4%
20%
28%31%
25%
60%58%
46%
51%
58% 57% 57%59%
57%
74%
65%
71%
79%
56%58%
56%
62%
29%
35%
43% 42%
33%31%
35%38% 39%
17%
29%
24%
17%
24%
13% 12%14%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Excellent - Great
Good - Fair
Poor
Q4 SUMMARY - How would you rate the general population's mobile manners?
On average the top rating for the population’s manners is good to fair with nearly two thirds (60%) in this category. Just under a third (29%) believe the populations manners are poor, with only 11% seeing manners as excellent to great
Poland (79%) ranked as the top place for seeing the populations mobile manners as good to fair, while France (46%) ranked the lowest in this category
France (43%) were the top country to rank the overall populations mobile manners as poor - with Egypt being the opposite and only 12% thought the population's
mobile manners were poor
Egypt (31%) were the top country for ranking the populations manners as excellent to great - in comparison in South Africa where only 3% rank the population in this category
Both men (60%) and women (60%) believe the population’s manners are good to fair
Only 7% of women believe the countries manners are excellent, compared with 15% of men who believe this
In the US, they rate the populations general manners n the following order; good to fair (64%), poor (30%) and excellent to great (6%)
Q5 Which of the following statements do you agree with?
61%
57%
67%
46%
41%43%
53%
63%
77%
73%
67%70%
81%
70% 69% 70%
54%
50%
44%
55%
62%
52%
67%
60%
34%
51%
58%
52%
58%
45% 45%48%
44%
35%43%
53%56%
42%
24%
71%
32%
42%40%
35%
56%
43% 42% 42%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
There should be etiquette rules for the use of technology in public places
People use mobile devices as a status symbol or to attract attention
I have become frustrated or stressed because of someone displaying poor mobile etiquette
Q5 SUMMARY - Which of the following statements do you agree with?
The top statement that people agreed (61%) with is that there should be etiquette rules for the use of technology in public places. With over three quarters (81%) of those in Turkey agreeing with this, compared to less than half (41%) of those in Germany
On average over half (54%) of respondents agree that people use mobile devices as a status symbol or to attract attention. 70% of those in Turkey agree with this, while
only 34% of those in South Africa do
Poor mobile etiquette causes frustrations and stress to 44% of people surveyed. In South Africa (71%) this is quite common, while in the Netherlands (24%) it is less sp
In the US, 65% have been frustrated or stressed because of someone displaying poor mobile etiquette
On average 33% of those surveyed believe there should be a ban on using mobile devices in some public places. In Poland over half (54%) would like to see a ban, but only 18% in Romania do
Both men (60%) and women (62%) agree that there should be etiquette rules for the use of technology in public places
Q6 Please rank the following according to which you think is the rudest
35%
22%
36%
31%
54%
20%
42%
27%
34%
55%
28%
35%
40%
35%
30%
34%
29%
25%
33%
28%29%
25%
19%
15%
23%
18%
40%
29%
21%
16%
25%24%
30%
24% 24%
18%
8%
34%32%
25%
22%20%
16%18%
25%
36%
32% 32%
28%
0%
10%
20%
30%
40%
50%
60%
Picking your nose / biting your nails
Smoking around people who do not smoke
Swearing in public
Q6 SUMMARY - Please rank the following according to which you think is the rudest
When ranking the rudest habits 35% rank picking your nose / biting your nails as the rudest. Over half (55%) of those from Czech see this as the worst habit, while only 20% of Spain see this as a bad habit
The second worst habit was smoking around people who do not smoke which a quarter (25%) of those in EMEA rating this as a bad habit. In Romania only 15% believe
this is a bad habit, compared with 40% of Sweden
The third highest rank bad habit of swearing in public - was not far behind the second worst habit with 24% voting for it. In Germany only 8% see this as a bad habit, while 36% of those in Turkey rate this as rude
The least rude habit is ignoring what someone is saying because you are using a mobile device - with only 16% of those surveyed choosing this. In Spain 27% believe this
is a bad habit, compared with only 8% of Czech
Q7 If you had to give up one of the following or your mobile device for one week which would you choose? - Part 1
52%55%
57% 58%
43%
54%
33%
69%
60%
23% 22%
27% 28%
22%
36%
23%
15%
21%
11%
5%
18% 19%
7%
13%
9%7%
6%
12%
4%
21%
5%4%
8%
3% 4% 5%2%
4% 4%2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Average UK France Italy Germany Spain Romania NL South Africa
Chocolate / candy / sweets
Tea / coffee
Vacation days/ time off work
My partner
A shower
Q7 If you had to give up one of the following or your mobile device for one week which would you choose? - Part 2
52%
67%
61%
56%
53%
37% 36% 37%
40%
23%
15%
19%
26%
16%
26%
22%24%
19%
11%10% 9% 10%
14%
18%
21%
9%
6% 7%5%
13%
17% 16% 15%13%
4%3% 4% 3% 2%
5%
8% 9%7%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Average Czech Sweden Belgium Poland Turkey Saudi Egypt UAE
Chocolate / candy / sweets
Tea / coffee
Vacation days/ time off work
My partner
A shower
Q7 SUMMARY - If you had to give up one of the following or your mobile device for one week which would you choose?
When asked if you had to give up one of the following or your mobile device for one week which would you choose, 52% of EMEA would give up chocolate/candy/sweets. The Netherlands were the healthiest as 69% would give these up rather than lose their device, but only 33% of Romanians would
On average the second highest item to give up would be tea/coffee with 23% prepared to swap this for their mobile device. Spain ranked the highest with 36%
unprepared to give up their device, while only 15% of Czech and the Netherlands would be without tea/coffee for a week
Surprisingly, 11% of respondents would give up vacation days / time off work if it meant they could keep their device. Although in Spain this time is more important as only 4% would give these days up, compared to UAE where 21% would rather have their device than a day off
In terms of giving up a partner instead of a device for the week, overall 9% of respondents would. Romania rank above the average with 21% willing to pick their device
first. Spain (4%), Italy (4%) and the Netherlands (4%) ranked the lowest
Those prepared to give up showering for one week is substantially lower with 4% overall. Of that Spain (2%), South Africa (2%) and Poland (2%) are all the lowest compared with Egypt where 9% would give up a shower for a week than be without their device
In the US, 36% would rather give up chocolate/candy/sweets, 30% tea/coffee, 7% vacation and only 3% for showers instead of their mobile device
Q8 Where is most annoying place for someone to use their laptop? (Top three)
36%
42%
50%49%
31%
28%30%
32%
35%
19%
39% 39%
29%
35%34%
35%
38%
23%
20%18%
23%25%
11%
21%
30%
27%
37%
28%
22%
26%24%
19%
22%
18%16%
12%13%
9%
17%
20%
17%15%
11%
25%
14%
18%19%
16% 16%17%
14%
0%
10%
20%
30%
40%
50%
60%
At the dinner table
Whilst spending the evening with friends
In bed
Q8 Where is most annoying place for someone to use their laptop? (Bottom three)
10%
8% 8% 8%
10%
27%
9%
6% 6%
4%
9%
8%
5%
10%
13% 13%12%
9%
13%
7% 7%
11%
6% 6%
12%
15%
8%
3%
11% 11%
8%
11%
7%
10%
7%6%
3%
5%6%
7%
18%
4%
7% 7%
2%
12%
6%7%
8%
0%
5%
10%
15%
20%
25%
30%
Whilst watching a film with friends
Taking it away on a weekend break
Whilst you're having coffee together
Q8 SUMMARY - Where is most annoying place for someone to use their laptop?
When considering the most annoying place for someone to use their laptop 36% of respondents believe at the dinner table is the worst place. In France half (50%) of respondents found this the most annoying place, compared to only 19% in Czech
The next highest place causing annoyance was using a laptop whilst spending the evening with friends which 23% of respondents found annoying. Of that Czech found
this was more annoying than the average with 37%, although Spain were the least offended with only 11% listing this as annoying
Using a laptop in bed is the third most annoying category overall according to over a quarter of responses (16%). The Italians were the least bothered by laptops being used in the bedroom with only 9% being affected, but those from Czech were the most annoyed with a quarter (25%) of responses being frustrated by this
Responses are lower using your laptop in the following places; Whilst watching a film with friends (10%), taking it away on a weekend break (9%) and whilst you're
having coffee together (7%)
Both men (35%) and Women (37%) find using you laptop at the dinner table the most annoying place, but men (6%) and women (8%) find using a device over coffee is less annoying
Q9 When do you first check use your mobile device?
31%
41%
29%28%
34%
32%
26%
45%
17%
37%
33%
40%
37%
27%
20%
22%
19%
24%
16%
23%
31%
26%
20%
15%
24%
26%
19%
23%
26%
34%
25%
29%
22%23%
25%
19%
15% 15%
22%
45%
10%
36%
31%
18%
10%9%
31%30%
34%
31%
13%11%
16%
13%
10%
8%
15%14%
6%
13%14%
18%
10%
13%
11%
17%
9%
6%
14%
9%
16%
5% 5%6%
7%
9%
3%
7%
9%
11%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Average UK France Italy Germany Spain Romania NL South Africa
Czech Sweden Belgium Poland Turkey Saudi Egypt UAE
During breakfast/coffee When I get to work When I'm still in bed in the morning Before I shower On public transport on the way to work
Q9 SUMMARY - When do you first check use your mobile device?
Over two thirds (67%) of respondents check their mobile device before leaving home in the morning
Romania (79%) closely followed by the UK (77%) show that they check their devices before leaving the house to travel to work. In comparison, just over half (56%) of Italians check their devices this early
On average under a quarter (24%) of respondents wait to get in work before they check their mobile device. Poland is above the average with 34% of workers waiting
to be in the office before they check their device, compared to the low result from Romania where only 15% wait to be in the office
69% of women have already checked their device before leaving the house, compared to men where 65% check
In the US, in comparison only 54% check their mobile devices before work
Q10 how frequently do you check your social media status online?
7% 6%7% 7%
5%4%
7%5%
4%5%
4%2% 2%
12%
16%
19%
13%
28%
21%19%
29%
19%21%
25%
22%
32%
35%
20%
24%
45%
37%
42%43%
34%
26%
29%
32%
29%31%
38%37%
37%
41%
34%
38%
45%
32% 32%
29%30%
31%
47%45%
31%
48%
45%
29%
36%
27%
19%
31%
39%
29%
11%
14%
10%
14%
0%
10%
20%
30%
40%
50%
60%
More than once an hour More than 3-4 times a day Once a day Once a week or less frequently
Q10 SUMMARY - How frequently do you check your social media status online?
On average over two thirds (69%) of respondents admit to checking their social media status daily. Of that 28% check more than 3-4 times a day, and 7% check more than once an hour
Just over half (53%) of the UK and Germany only check their device once or more a day. In contrast both Egypt (90%) and Turkey (89%) where the vast majority check
daily or more
Just over two thirds (66%) of men check their social media status online daily or more, compared with almost three quarters (72%) of women
Q11 Do you think any of the following suggest poor social media etiquette on sites? (Top three)
63%
49%
62%64%
54%
68%
73%
62%
74%
69% 68%70%
79%
61%
48%50%
59%59%61%
66%
53%
47%44%
59%
50%
78%
67%
53%
72%75%
47%48%
58%
48%
53% 52%
41%
64%
58%
52%
75%
70%
63% 64%
55%
78%
47%
53%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Average UK France Italy Germany Spain Romania NL South Africa
Czech Sweden Belgium Poland Turkey Saudi Egypt UAE
Using someone else’s account to post a joke message Over sharing of personal or private information
Tagging people in unflattering photos or links without their permission
Q11 Do you think any of the following suggest poor social media etiquette on sites? (Bottom three)
23% 23%
12%
16%
33%
19%
25%
22%
42%
17%
26%
15%
18%
42%41%
40%
20%
25%
17%19%
15%
23%
13%15%
28%
16%
21%
14%
25%
20%21%
22%
12%
7%
10% 10%8%
12%
9%
19%
7%
11%
7%
15%
12%
21%
17%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Average UK France Italy Germany Spain Romania NL South Africa
Czech Sweden Belgium Poland Turkey Saudi Egypt UAE
Ignoring friend or follower requests Using a pet or child as a profile picture Slow response to a message or tweet
Q11 SUMMARY - Do you think any of the following suggest poor social media etiquette on sites?
Using someone else’s account to post a joke message was the biggest social media etiquette sin - with 63% of respondents selecting this option
Over half of responses thought over sharing of personal or private information (59%) and tagging people in unflattering photos or links without their permission (58%) were types of poor social media etiquette
Only 53% of men are frustrated by being tagged in unflattering photos or links without their permission, compared to 62% of women who think this is bad social media
etiquette
67% of women find it poor social media etiquette to use someone else's personal account to post a joke message, while only 58% of men see this as poor etiquette
Overall, it appears that Germany is the least affected by poor social media etiquette with only a third of respondents (33%). While over half (53%) of people in South Africa find poor social media etiquette an offense
39%
33%35% 36% 36% 36%
38% 38% 38% 39% 40% 40% 41% 42%44% 44%
53%
0%
10%
20%
30%
40%
50%
60%
