Professional Documents
Culture Documents
Consumer Survey
2014
The Pulse of the
Mobile Nation (The
Dutch Perspective)
Contents
Foreword
Foreword 3
Executive Summary
Devices 7
The continuing rapid adoption of mobile devices and the increasing ubiquity of
connectivity is changing our lives at an ever increasing pace. This is confirmed by
astonishing statistics such as the 1.8 billion images uploaded to social platforms
daily1 and the forecast of 12 billion internet-connected devices by the end of
20142. The growth in mobile devices is significantly impacting a wide range of
industries, from banking and consumer lifestyle to telecoms, technology and
media.
Connectivity 15
Usage 23
Methodology 35
Deloitte Contacts
38
This survey offers a unique perspective on the Dutch market by combining
up-to-date comparisons with other countries and with last years survey results.
In addition to this survey, a report containing additional insights into the latest
trends on mobile devices and connectivity is available. If you would like to discuss
the data or hear the perspective of our experts on the impact of these trends on
you and your business, please contact us.
Executive Summary
Affordable devices and connectivity
for traditional usage
Patrick Steemers
Sponsoring Partner
Telecom Consulting Lead
Stephen Ward
Partner
Deloitte Digital
Daan Witteveen
Partner
TMT Industry Leader
Devices
Devices
Devices
Devices: Ownership
Compared with other developed countries, smartphone penetration in the Netherlands is
average, while tablet adoption is slightly above average
The most notable increase in smartphone ownership in the past year is among those over the
age of 55
88%
87%
85%
82%
76%
70%
68%
60%
53%
50%
2013
2014
Smartphone
Tablet
71%
63%
46%
65%
50%
46%
91%
82%
79%
84%
72%
77%
46%
34%
30%
65%
58%
65%
+60%
In line with Deloittes 2014
56%
33%
35%
Spain
Sweden
Italy
UK
Germany France
Finland
18-24
25-34
35-44
45-54
55+
In the past year, laptop ownership in the Netherlands has remained stable, while smartphone
and tablet ownership has grown at the expense of standard phones
The launch of larger devices, such as the iPhone 6 Plus, could make 2014 the year that phablets
become mainstream, yet thus far interest in the Netherlands appears limited
69% 69%
71%
59%
50%
48%
42%
24%
22%
33%
public transport
11%
9%
15%17%
Laptop
Smartphone
Tablet
Standard
mobile phone
eReader
8% 10%
Netbook
8%
2013
2014
5% 6%
Phablet
7%
7%
Sweden
UK
6%
6%
6%
5%
Ultrabook*
Singapore S. Korea
Spain
Italy
Germany
France
Finland
Norway Netherlands
Devices
Devices
Devices: Brands
Samsung leads in market share, while Apple leads in loyalty; Nokia remains relevant and
Huawei is a notable new entrant
Apples ecosystem remains strong: 54% of iPhone owners have an iPad while only 6% have a
Samsung tablet
iPad
13%2
Samsung phone
54%
40%1 iPhone
6%1
23%2
Samsung
tablet
iPhone users see themselves as the most up to date with devices; over 50% of those that own
other brands switch only when their current device is broken
Devices: Purchasing
The smartphone remains the device that most consumers intend to purchase in the next year
Which of the following best describes your attitude towards new devices?
Which of the following devices are you likely to buy in the next 12 months?
More than 50% of Samsung,
Nokia and Other phone
replace it
12%
11%
39%
10
8%
6% 5% 6%
2013
2014
4%
4%
2%
1%
3%
0%
S
w mar
at t
ch
Fit
n
ba ess
nd
Ne
tb
oo
k
gl
as art
se
s
k*
Sm
bo
o
ta
bl
et
m
ob St
a
ile n
ph dar
on d
e
Ph
ab
let
Sm
all
ta
bl
et
ar
Sm
Source: Deloitte Global Mobile Consumer Survey, NL edition, July 2014
Weighted Base: All respondents (n=2000)
op
Other
rg
Nokia
La
1%
Samsung
11%
2% 2% 2% 2% 2%
La
pt
3%
tp
iPhone
17%
20%
2%
7%
7%
ho
n
5%
25%
22%
10%
er
32%
21%
yet to be overcome2
Ul
tra
49%
15%
ea
d
55%
eR
61%
18%
11
Devices
Devices
Devices: Purchasing
As the penetration of tablets increases, the growth of the tablet segment shows signs of
slowing down
In what year did you buy or receive your current tablet?
Younger consumers renew their phones frequently, while two-thirds of those over 45 renewed
their device once or not at all in the past 5 years
How often have you switched your main phone in the
last 5 years?
61%
33%
24%
26%
25%
22%
2012
2013
2014*
3x or more
24%
Twice
45%
41%
31%
30%
38%
13%
Before 2012
35%
21%
11%
Once
28%
35%
7%
9%
15%
18-24
25-34
35-44
20%
23%
Never
2014*
45+
2013
2012
*Note: 2014 numbers will increase since the survey was conducted in July 2014
Sources: (1) Deloitte Global Mobile Consumer Survey, NL edition, July 2014; (2) RE/Code, July 2014; (3)IDC Weighted Base: All adults 18-75 who
have a tablet (n=990)
Consumers have become more price sensitive since 2013, rating the cost of the device and the
contract as more important than the brand
Fewer phones are acquired as a free of charge addition to consumers monthly tariffs, and
44% desire more transparency on the true cost of their device
When choosing your next phone, which of the following will be most important?
Battery life
Brand
Design & quality of build
37%
Internet connectivity
37%
36%
22%
22%
14%
33%
27%
40%
18%
19%
3%
13%
Other
Dont Know
19%
16%
14%
4%
2013
12
*Note: 2014 numbers could change as the survey was conducted in July
2014 Sources: (1) Deloitte Global Mobile Consumer Survey, NL edition, July
2014 Weighted Base: All adults 18-75 who have a smartphone (n=1182)
3%
2014
13
Devices
Consumers still see their operator as the place to buy a new phone, both online and in-store
Online
From an operators website
From an online only e-commerce website
From a mobile phone shops website
40%
20%
18%
2x as many respondents
purchased their current
phone from the operators
store or website than from
other vendors
Connectivity
In-store
From an operators store
From a consumer electronic retailers store
From a mobile phone shop
42%
25%
23%
14
15
Connectivity
Connectivity
88%
83%
Consumer demand for Free Wi-Fi is well-justified: the #1 reason for bill shock in 2014 is
mobile data
83%
53%
41%
33%
62%
Exceeded text
allowance
No
4% 4%
Mobile network
via 2g/3g/hsdpa
Wi-fi in a public
space
5%
Text roaming
charges
Don't know
Mobile network
via 4g/lte
Other
Dont know
8%
Data roaming
charges
Yes
18%
9%
33%
Voice roaming
charge
30%
5%
38%
40%
32%
28%
5%
10%
3%
7%
5%
Dutch consumers still highly value the free perception of Wi-Fi, sacrificing mobility and speed
as a result
For which, if any, of the following reasons do you use Wi-Fi to connect to the internet
instead of your mobile operator's network (2g, 3g Or 4g/lte)?
4G handset penetration
4G subscription
74%
15%
19%
12%
15%
74%
32%
25%
More
reliable
connection
Its free
Save
internet
allowance
No
roaming
charges
41%
66%
18%
5%
4%
2%
4%
Save
battery
Poor
3g/4g
coverage
No
internet
tariff
Automatic
phone
behavior
Source: Deloitte Global Mobile Consumer Survey, NL edition, July 2014 Base: All Adults 18-75 Who connect their device via Wi-Fi (n: 553)
16
18%
13%
47%
Faster
speeds
13%
14%
Yes
Yes
Yes
No
No
Don't know
Don't know
17
Connectivity
Connectivity
Since customers perceive that 4G is too expensive, operators are likely to start to offer it as a
hygiene factor in 2015
4%
Most customers
that have a true 4G
experience consider 4G
faster than Wi-Fi
2%
At home
At work / study
Commuting
24%
20%
15%
5%
Very
likely
Fairly
likely
Not Very
likely
Not At All
likely
Dont
know
... and uptake is likely to grow as operators push affordable 4G devices and tariffs onto the
market
3%
22%
15%
10%
0% 1%
12%
8%
3%
2%
No offered
by provider
5%
No
coverage
No idea
about 4G
Contract not
renewable
4G Phones
too expensive
4G Adoption
Mostly
use Wi-Fi
4G Device Ownership
2014
Happy with
current speeds
2013
Too
expensive
5%
Not for
pre-paid
5%
18
27%
20%
0%
32%
0%
1% 3%
2%
2013
2%
1%
1%
2014
2013
2014
< 250MB
250MB - 499MB
500MB - 1GB
1GB - 3GB
3GB - 5GB
5GB - 10GB
> 10GB
Unlimited
Pay per use
Dont know
Source: Deloitte Global Mobile Consumer Survey, NL edition, July 2014 / 2013
Weighted Base: All adults 18-75 who connect their phone via the mobile network (2014 non 4G:658, 4G; 191 / 2013: non-4G:1816, 4G:60)
19
Connectivity
Connectivity
4%
10%
5%
8%
17%
21%
3%
9%
21%
38%
34%
30%
23%
24%
26%
19%
20%
2%
9%
11%
1%
T-Mobile
4% 1%
9%
10%
9%
10%
1%
18%
2%
Vodafone
20%
36%
24%
3%
2%
37%
27%
25%
15%
8%
11%
2%
KPN
32%
41%
2%
2%
Hi
26%
12%
3%
6% 2%
1%
7% 2%
Tele2
Telfort
5% 2%
Hollands
Nieuwe
3%
6%
7%
<250MB
250MB - 499MB
500MB - 1GB
1GB - 3GB
3GB - 5GB
5GB - 10GB
> 10GB
Unlimited
Dont know
Pay per use
Simyo
Source: (1) Deloitte Global Mobile Consumer Survey, NL edition, July 2014, (2) ACM Telecom monitor Report Q1 2014
Weighted Base: All adults 18-75 who have a phone or smartphone (n:1840)
The SIM-only contract has doubled its market share since 2013
Price of device
9%
Availability of
device
Network quality for
voice calls
Network quality
for internet
Other reasons
Price of device
16%
14%
Availability of
device
9%
7%
Network quality
for internet
39%
Other reasons
20
19%
6%
2013
11%
2014
8% 16%
16%
4%
7%
8%
35%
21
Connectivity
Usage
9%
5%
19%
4%
18%
Interactive TV
4%
Interactive TV
4%
3%
TV / Video on demand
3%
Other
3%
TV / Video on demand
Other
1%
26%
22
6%
22%
I dont know
47%
5%
23
Usage
Usage
Over 10% of 18-34 year olds look at their phones 100 times or more a day; only 9% of the over
65s never check their phone
Typically how long is the interval between waking up and looking at your smartphone for
the first time (not including turning off your phone's alarm clock)?
How many times would you estimate you look at your phone in a day?
3%
Within 30 minutes
18-24: 81%
25-34: 69%
35-54: 48%
55-70: 31%
Within 1 hour
18-24: 89%
25-34: 82%
35-54: 65%
55-70: 52%
3%
1%
25-34
18-24
Source: NL edition, Deloitte Global Mobile Consumer Survey July 2014 Base: All respondents with a phone/smartphone, NL, 1846, Those aged
18-24(226), 25-34(335), 35-44(354), 45-54(444), 55-64(336), 65-75(151)
Most peoples morning routine incorporates checking instant messages, texts, e-mails and
social networks
25-34
35-44
45-54
55-64
65-75
E-mails
25%
Instant
messaging
26%
E-mails
24%
E-mails
22%
E-mails
26%
E-mails
32%
SMS
31%
41%
#2
#3
Social
networks
15%
E-mails
20%
Social
networks
17%
News
15%
Social
networks
18%
SMS
18%
SMS
24%
SMS/
IM
13%
Social
networks
10%
Social
networks
8%
2%
35-44
45-54
55-64
65-75
37%
Social
networks
8%
27%
27%
24%
24%
17%
E-mails
27%
24
29%
Social
networks
23%
3%1%
In the last 7 days, how did you use your phone to communicate with others (if at all)?
18-24
SMS
15%
3% 1%
Typically, what is the first thing you access on your smartphone every day?
All Ages
#1
1%
Within 15 minutes
18-24: 67%
25-34: 55%
35-54: 34%
55-70: 20%
Within 5 minutes
18-24: 48%
25-34: 39%
35-54: 20%
55-70: 11%
Immediately
18-24: 17%
25-34: 14%
35-54: 6%
55-70: 4%
3% 1%
Check
Instant
my social messaging
networks
(eg.
Facebook)
11%
11%
Listen
to
radio
(eg.
tunein)
9%
Voice
calling
via
the
internet
8%
7%
Stream
music
(eg.
Spotify,
Deezer,
RDIO)
Play
online
games
Source: NL edition, Deloitte Global Mobile Consumer Survey July 2014, (1) Deloitte Open Mobile Analysis 2012
Base: All respondents with a phone/smartphone (1846)
25
Usage
Usage
IM usage is higher than SMS in Spain and NL; usage of IM in Germany has almost doubled to
46% since in 2013
In the last 7 days, how did you use your phone to communicate with others (if at all)?
Would you say you use SMS to communicate via your mobile devices more,
less or about the same as you did 12 months ago?
85%
68%
66%
58%
55%
46%
34%
France
IM
SMS
78%
77%
13%
12%
5%
UK
Sweden
Norway
-6%
Italy
-7%
35%
-10%
-19%
24%
-27%
South Korea
Singapore
-43%
Germany
Netherlands
Spain
Spain
Netherlands
Germany
Italy
UK
Despite the decline in usage frequency, SMS remains relevant, IM grew and VoIP remains
insignificant
Most IM users have space for no more than two IM services; most IM users also use SMS
In the last 7 days, how did you use your phone to communicate with others (if at all)?
+58%
-12%
-7%
87%
81%
2013
2014
68%
66%
34%
26%
58%
18%
43%
SMS
7%
MMS
3%
IM
Voice Calls
26
People that
use IM
29%
7%
VOIP
39%
People
that use
SMS
18%
People that
dont use
IM & SMS
13%
8%
+133%
10%
3%
5% 6%
Video Call
5+
Mobile IM is seen as a
complementary service to SMS,
rather than a true replacement
Note: those that responded Dont know have been excluded from this analysis.
Sources: 1 MobileWorldLive.com, TheNextWeb.com, Forbes.com; Deloitte Global Mobile Consumer Survey, NL edition, July 2014
Base: Respondents that use Instant messaging apps on a weekly basis (898)
27
Usage
Usage
VoIP does not seem to have taken off yet, but there is plenty of scope to grow
In the last 7 days, how did you use your phone to communicate with others (if at all)?
SMS, IM and VoIP weekly usage by country (2014)
You told us that you use instant messaging more frequently than 12 months ago.
Which, if any, of the following sentences describe why?
Cheaper than sending SMS
62%
52%
52%
85%
78%
77%
41%
24%
19%
14%
10%
Other
4%
4%
58%
55%
32%
68%
66%
39%
84%
46%
35%
24%
5%
Spain
12%
11%
4%
Italy
4%
Germany
UK
IM SMS VoIP
3%
France
5%
Netherlands
In the last 7 days, which activities did you do on your phone (if any)?
You said you do not use Voice over Internet Protocol (VoIP) services every week.
Which, if any, of the following reasons best describe why?
None of my family/friends use it
18%
11%
9%
WhatsApp announced
the launch of a
VoIP service during
the Mobile World
Congress 2014.
9%
7%
6%
5%
5%
3%
1%
I dont know
Weighted base: Respondents that are not using VoIP every week (105)
28
23%
Stream music
22%
31%
24%
Play games
21%
Source: Deloitte Global Mobile Consumer Survey, NL edition, May 2014,
Base: All Adults 18-75 Who Connect Their Phone To The Internet (1301)
2%
Usage
Usage
Usage: Apps
Approximately 30% of respondents who have never downloaded an app are aged 45+
Have you ever used your phone for any of the following?
All respondents
18-34
35-54
55+
29%
58%
23%
48%
38%
17%
33%
12%
11%
24%
8%
30%
28%
22%
15%
5%
18-24
25-34
35-44
45-54
55-64
65-70
All ages
17%
12%
9%
Weighted Base: Respondents who connect their phones to the Internet: All ages (1301), 18-24(204), 25-34(294), 35-44(269), 45-54(275),
55-64(191), 65-75(69)
Weighted base: Respondents who connect their phones to the Internet: (1301)
50% of all respondents have never made an app-related expense; the average payment is 0.47
Almost 20% of consumers would like to use a mobile money transfer app; acceptance declines
with age
How much do you spend a month on apps/games, including purchases that you make via the apps on your phone?
Please include any app subscriptions that you pay each month.
Would you like to be able to use your phone to transfer money to friends/family?
0%
12%
18-24
7%
4%
11%
1-2
2-3
1%
3-5
50%
All respondents
11%
25-34
20%
35-44
67%
23%
45-54
19%
Dont know
32%
55-64
65-70
17%
11%
0.47
Weighted base: Respondents who connect their phones to the Internet: (1301)
30
Base: Graph 1: Respondents who dont use their phone to transfer money (883),
Base: Graph 2: Respondents who would use a mobile money transfer app (196)
Note: For Graph 2, respondents that opted Yes, but for small payments only and Yes, regardless of the amount have been combined.
31
Usage
In markets with mature financial institutions, banks are likely to be the most trusted institutions
for any type of mobile transactions
Who would you prefer to process your mobile money transfer service?
90%
9%
My bank
Money
transfer
service
9%
Financial
institutions
5%
My
mobile
operator
provider
3%
I do not
have a
preference
3%
App
store
providers
1%
None
of the
above
About the
research
3%
I don't
know
32
33
Deloittes Global Mobile Consumer Survey, 2014 (4th edition): 22 countries, four continents,
37,000 responses; 2,000 respondents in the Netherlands
Norway
Finland
Sweden
Netherlands
United Kingdom
Germany
France
Ukraine
Italy
Spain
United States
Russia
S. Korea
Japan
China
Israel
Thailand
Columbia
Philippines
Singapore
Indonesia
Australia
34
Methodology
35
Research Contributors
Gagandeep Sethi
Senior Manager | Strategy
GaSethi@deloitte.nl
088 288 6861
36
Arseni Storojev
Senior Consultant | IT Strategy
AStorojev@deloitte.nl
088 288 8640
Remco Gaykema
Consultant | Deloitte Digital
RGaykema@deloitte.nl
088 288 7118
Nadieh Bremer
Senior Consultant | Data Analytics
NBremer@deloitte.nl
088 288 4370
Morris Boermann
Consultant | Deloitte Digital
MBoermann@deloitte.nl
088 288 2330
37
Daan Witteveen
TMT Industry Leader
dwitteveen@deloitte.nl
+31 6 5585 3436
Stephen Ward
Telecom Segment Lead
stephenward@deloitte.nl
+31 6 1258 0118
Ben Dielissen
Telecom Lead Audit Partner
bdielissen@deloitte.nl
+31 6 5378 9518
Dave Klingens
Telecom Lead Risk Services
dklingens@deloitte.nl
+31 6 5261 5478
Patrick Steemers
Telecom Lead Consulting Partner
psteemers@deloitte.nl
+31 6 8201 9347
Jos Andriessen
Telecom Lead FAS Partner
jandriessen@deloitte.nl
+31 6 5585 3030
38
SPOT TV
Exponential growth in digital
technology; enhancing the consumer
TV experience.
39
Deloitte refers to one or more of Deloitte Touche Tohmatsu Limited, a UK private company limited by guarantee (DTTL),
its network of member firms, and their related entities. DTTL and each of its member firms are legally separate and
independent entities. DTTL (also referred to as Deloitte Global) does not provide services to clients.
Please see www.deloitte.nl/about for a more detailed description of DTTL and its member firms.
Deloitte provides audit, tax, consulting, and financial advisory services to public and private clients spanning multiple
industries. With a globally connected network of member firms in more than 150 countries and territories, Deloitte brings
world-class capabilities and high-quality service to clients, delivering the insights they need to address their most complex
business challenges. Deloittes more than 200,000 professionals are committed to becoming the standard of excellence.
This communication contains general information only, and none of Deloitte Touche Tohmatsu Limited, its member firms,
or their related entities (collectively, the Deloitte network) is, by means of this communication, rendering professional
advice or services. No entity in the Deloitte network shall be responsible for any loss whatsoever sustained by any person
who relies on this communication.
2014 Deloitte The Netherlands