In 2013, Deloitte predicts that global shipments of smartphones will exceed 1bn units for the first time. This means there will be around 2bn smartphones being used around the world by the end of the year.

But 20 per cent of the 400m people across the 15 countries surveyed do not yet use smartphones to connect to the internet. 16 per cent of these smartphone owners have never downloaded an app.

In the developed markets, which include the UK, US and Japan, 21 per cent of smartphone owners and 13 per cent of urban professionals have never  used their phone for this purpose.

Understand, encourage and help

The report warns developers and operators that more needs to be done to understand, encourage and help those people who are yet to use their smartphone to its full capability.

Some people have older models handed down to them, or have bought entry-level smartphones with limited capability, but these potential app users may be quickly discouraged if the experience is poor because of these limitations. The report suggests that operators might sponsor the creation of content designed for lower-end smartphones. Handsets could come with more preloaded apps, including games that can be used offline, or operators could subsidise wi-fi or cellular connectivity costs to encourage greater usage.

While the report encourages app developers to focus their resource where there are high levels of app use, this may permanently diminish the interest of phone users whose handsets become increasingly incompatible.

Make data tariffs simpler

There is a perceived lack of understanding of data tariffs and their affordability – the report said more could be done to make them easier to understand. It also identifies low data use as a potential advantage – metered voice usage remains a relatively high margin business in many countries.

Many users simply lack the interest or ability to use the data functions of their handsets, the report said, some want a feature phone but can no longer buy one, or may simply want the cachet of having an expensive handset. The report likened this to buying a luxury kitchen but only making toast.

There is still a need to build out in networks developing markets where there are many, and increasing numbers of data-ready users.