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Dutch Global Mobile Consumer Survey 2019© 2019 Deloitte The Netherlands 2Dutch Global Mobile Consumer Survey 2019© 2019 Deloitte The Netherlands 2

Global Mobile Consumer Survey 2019

Welcome to the Dutch edition of the 2019 Global Mobile Consumer Survey, Deloitte’s annual study into global mobile consumer trends. This “Dutch Cut” outlines the details around device ownership, connectivity, operator stores, mobile payments, smartphone usage, mobile gaming and privacy.

Deloitte has been researching mobile consumer behavior on a global scale for many years now, focusing on the key aspects of devices, connectivity and usage. Our research provides not only the most important insights into the state of the market, but it also reveals the most insightful developments.

So did Dutch consumers shift their priorities in this year’s Dutch Edition? Do they still focus mostly on price and discounts when they choose a provider, or do other factors come into play?

Smartphone penetration in The Netherlands is still rising, with ownership reaching 93%. The Dutch also like to keep it fresh: the majority of smartphones were purchased in the last 18 months. But what about connected devices, can the Dutch keep up with other countries in term of adoption?

SIM-only and post paid subscriptions including phone have once again grown at the expense of pre-paid packages, which now only 1 out of 10 people have. But how has the attitude towards 5G been impacted in the last year? Are

people actually willing to pay more for 5G and if so, how much?

Smartphone addiction has been increasing over the last years and this trends continues in 2019. However, the use of mobile phones in traffic is a true problem that has been recognized by Dutch legislators in 2019. Has this new legislation that prohibits the use of mobile phones while cycling impacted consumer behavior?

More than half of Dutch smartphone owners play games on their device. Is there a difference in gender and age groups in terms of gaming activities? Which games are preferred by women, or older people?

The answers to these questions, and more, are included in this survey. We hope this study gives you the insight and data to enhance your understanding of the opportunities and challenges ahead, and as always we welcome your feedback.

Dutch Global Mobile Consumer Survey 2019© 2019 Deloitte The Netherlands 3

6 continents, 28 countries, 44.150 respondents

Global Mobile Consumer Survey 2019

TaiwanSaudiArabia

Germany

United States Japan

United KingdomNetherlands

Finland

China

Indonesia

Singapore

Australia

Italy

Norway

ThailandPhilippines

Brazil

Canada

Malaysia

Mexico

Argentina

Belgium

Ireland

Switzerland

Sweden

South Africa

Denmark

Spain

UAE

Vietnam

The Netherlands2,000 Respondents Nationally representativeAdults 18-75 Online polling

Contents

Devices 5

Connectivity 24

Usage 47

Contact & Team 73


Smart watch and fitness band adoption takes over feature phone, while smartphone penetration has reached 93%

Source: Deloitte Global Mobile Consumer Survey 2013 – 2019, NL editionWeighted Base: All respondents (2019: n=2000)

Which, if any, of the following devices do you own or have ready access to?

93%

11%

82%

66%

29%

12%

14%

2013 2014 2015 2016 2017 2018 2019

Smartphone

Laptop

Tablet

eReader

Fitness band

Feature phone

Smart watch

Devices UsageConnectivity


The Netherlands shows a growth of 2% in smartphone adoption and is catching up in Europe

Do you own or have ready access to a smartphone?

94% 94%93% 93% 93%

92%91%

89%88% 88%

2018 201996%

92%91%

88%

86%

83%

74%

Source: Deloitte Global Mobile Consumer Survey 2018 and 2019, NL edition and global data aggregationWeighted Base: All respondents (2019: n=2000)

+2



The Netherlands is one of the three EU countries that shows a growth in tablet adoption and is now ranked third in Europe

68% 67% 66% 65% 65%63%

61% 60%56%

52%

2018 2019

64%

60% 59%

49% 48%

40%

29%


Source: Deloitte Global Mobile Consumer Survey 2018 and 2019, NL edition and global data aggregationWeighted Base: All respondents (2019: n=2000)

+2



Compared to other surveyed European countries, the Netherlands is especially behind in fitness band adoption


29%

26% 26%24%

21%19% 18% 17%

14% 14%

17% 18%

9% 9% 10%

16%

12%

16%

12%10%

Fitness band Smart watch

50%

22%

18%

9%

6% 6%

3%

36%

12%

9%11%

13%11%

3%

Source: Deloitte Global Mobile Consumer Survey 2019, NL edition and global data aggregationWeighted Base: All respondents (2019: n=2000)

Europe Other countries



The increase in tablet adoption can be mostly attributed to the 35-44 age group

Source: Deloitte Global Mobile Consumer Survey 2019, NL editionWeighted Base: All respondents (2019: n=2000)

52%

68% 68%66%

61%

56%

65%

74%

66% 65%

18-24 25-34 35-44 45-54 55+

2013 2014 2015 2016 2017 2018 2019

Do you own or have ready access to a tablet?

Average 2019: 66%



Fitness band is mostly adopted by people in the age range 25-44, while the smartwatch is more popular among youngsters

Source: Deloitte Global Mobile Consumer Survey 2019, NL editionWeighted Base: All respondents (2019 NL Edition: n=2000)

Do you own or have ready access to a smartwatch or fitness band?

19%

17%

14%

12%

6%

17%

18%

21%

12%

9%

18-24 25-34 35-44 45-54 55+

Smartwatch Fitness band



17% of Apple smartphone owners has a smartwatch, while smartwatch adoption is lowest for Samsung smartphone owners

Source: Deloitte Global Mobile Consumer Survey 2019, NL editionWeighted Base: All respondents owning a smartphone of the brands Apple, Samsung and Huawei (2019 NL Edition: n=1514)

Do you own or have ready access to a smartwatch?

17% 14% 10%



46%

19%

12%

4%

25% 25%23%

21%

15%

75%

39%

11%

6%

42%

15%

Power bank Cablecharger

Wirelesscharger

Phonecharging

case

Portablespeaker

Wiredheadphones

Wiredearphones

Wirelessheadphones

Wirelessearphones

Phone case Screenprotector

Phone stand Phoneinsurance

Memorycards

Cameraaccessories

Other

Which of these accessories/services for your phone did you purchase separately?

A phone case, power bank and memory card are accessories usuallypurchased separately

Source: Deloitte Global Mobile Consumer Survey 2019, NL editionWeighted Base: All respondents owning a phone (2019 NL Edition: n=1934)

AudioPower Protection



52%

25%

15%

6%

31%

27%

21%

25%

21%

79%

48%

15%

8%

20%

46%

17%

11%

3%

24%26% 25%

21%

12%

76%

35%

10%

6%

14%

Power bank Cable charger Wirelesscharger

Phonecharging case

Portablespeaker

Wiredheadphones

Wiredearphones

Wirelessheadphones

Wirelessearphones

Phone case Screenprotector

Phone stand Phoneinsurance

Cameraaccessories

Any iPhone Any Android

Which of these accessories/services for your phone did you purchase separately?

AudioPower Protection Other

In general, iPhone users purchase more accessories/services separately, except for wired earphones




Connected device ownership grows to 77%, driven by growth across all connected device categories

Which of the following connected devices do you own or have access to?

11%

9%

6%

6%

8%

15%

22%

22%

29%

50%

75%

14%

12%

8%

7%

11%

18%

29%

26%

30%

51%

77%

Fitness band

Smart watch

Connected Car system

A home appliance

Smart lighting systems

Smart thermostat

Wireless speaker

Video streaming device

Games console

Smart TV

At least one device

2019 2018

Connected entertainment

Connected home

Connected car

Connected self

Source: Deloitte Global Mobile Consumer Survey 2019, NL editionWeighted Base: All respondents (2019 NL Edition: n=2000)



57% of smartphones were purchased within the last 18 months, which is a decrease of 2%-points compared to last year’s figures

When did you buy or receive your current smartphone?

Source: Deloitte Global Mobile Consumer Survey 2019, NL edition and global data aggregationWeighted Base: All respondents owning a smartphone (NL edition: n=1860)

21%

36%

26%

10%

5%

2%

In 2019 In 2018 In 2017 In 2016 Before 2016 Don't know

Not only in the Netherlands, but also on a global scale a trend is being observed for lengthening mobile phone life span. This began in 2018 and will continue through 2019. Gartner predicts that high-end phone life span will increase from 2.6 years to nearly 2.9 years through 2023. Furthermore, Gartner estimates that sales of smartphones will decline by 2.5% in 2019, which would be the steepest decline in history.

Gartner, July 2019

“

”

57%



In Europe, NL shows the highest percentage of people with smartphones bought or received in the last 18 months

When did you buy or receive your current smartphone? In the last 18 months

Source: Deloitte Global Mobile Consumer Survey 2019, NL edition and global data aggregationWeighted Base: All respondents owning a smartphone (NL edition: n=1860)

57% 55% 54% 54% 53% 53% 52%49% 48% 47%

2018 2019

78%

71%

66%

58%54%

52%

44%




Huawei growth stagnated for the first time since 2013, while OnePlus captures 2% of the installed base in the Netherlands

Thinking about your main phone, what is the brand and model of your current handset?

Source: Deloitte Global Mobile Consumer Survey 2013 - 2019, NL editionWeighted Base: All respondents owning a phone (2019 NL Edition: n=1934)

2013 2014 2015 2016 2017 2018 2019

NOKIA: 3%

SONY: 3%

Motorola: 3%

Apple: 32%

Samsung: 39 %

LG: 2%

Other: 6%

HTC: 0 %

OnePlus: 2%


Huawei: 9%


The Netherlands has a higher adoption of Samsung compared to Apple brand phones, Europe shows variety in brand adoption


Source: Deloitte Global Mobile Consumer Survey 2019, NL edition and global data aggregationWeighted Base: All respondents owning a smartphone of the brands Apple, Samsung and Huawei (2019 NL Edition: n=1514)

55%

42%

33% 33%30%

23%20%

18%16% 16%

26%

31%

32%40%

34%32%

39%

30%28%

25%

7%

12%

8% 9%

14%

18%

14%

24%

17% 18%

Apple Samsung Huawei

40% 40%

30%

20%

10% 9%7%

33%

36%

3% 3%

24%

41%

44%

2%4%

6%

56%

15%

0%

8%




88% of Apple phone owners previously owned an Apple brand phone, and seem to be most loyal to the brand


Samsung

Apple

Other Android

Huawei

88 %

74 %

52 %

More Samsung owners (7%) switch to Apple than vice versa (5%)

More Samsung owners (7%) switch to Huawei than vice versa (3%)

17 % of new Samsung owners previously owned another Android brand

Current phone brandPrevious phone brand

Source: Deloitte Global Mobile Consumer Survey 2019, NL editionWeighted Base: All respondents owning a smartphone (NL edition: n=1860)



Apple is most popular among 18-34 year olds, Samsung has higher adoption among the 35+ age groups



40%38%

32%29%

27%

30%

34%

42% 42% 42%

18-24 25-34 35-44 45-54 55+

Apple Samsung



Laptop has become the preferred device for the two remaining activities previously preferred to be performed on a tablet

Which, if any, is your preferred device for each of the following activities?

Source: Deloitte Global Mobile Consumer Survey 2019, NL editionWeighted Base: All respondents who have a smartphone, tablet or laptop (n=1934)

Check bank balances

Check social networks

Video Calls

Play games

Watch shortvideos

Read the news

Take photos and record videos

Voice calls using Internet

Online search

Watch live TV

Browseshopping websites

Make onlinepurchases

Streamfilms or TV series

Watch TV via catch-up services



Mobile phone is the preferred device for younger age groups for online search, older age group prefer to use a laptop or PC

Which, if any, is your preferred device for each of the following activities? - Online search

49% 51%46%

30%

11%

7%9% 16%

14%

19%

5%6% 2%

4%

6%

39%34% 36%

52%

64%

18-24 25-34 35-44 45-54 55+

Mobile phone Tablet Other Laptop or computer

Source: Deloitte Global Mobile Consumer Survey 2019, NL editionWeighted Base: All respondents who have a smartphone, tablet or laptop (n=1934)



Sim-only penetration follows trend and reaches 52%

Percentage of sim-only post-pay phone users

2015

37%

2014

16%

2016 2017

42%

52%

2019

50%

2018



46%


Pre-paid base has declined by 4%-points and reaches 10%

Is your main phone on…?



Post paid SIM-only

52%Post paid including

phone

36% Pre-paid package

14%

=+2 +2

-4


MNO base has grown with 2% at the expense of MNO sub-brands

Source: Deloitte Global Mobile Consumer Survey 2016 - 2019, NL editionWeighted Base: All respondents owning a phone (2019 NL Edition: n=1934)MNO: KPN, T-Mobile, Vodafone, Tele2, MNOsub: Telfort, Ben, Simyo, Hollandsnieuwe, Ziggo, MVNO: all other brands

Which mobile operator do you use for your main phone?

63%

24%

13%

65%

22%

13%

MNO MNO Sub MVNO

2016 2017 2018 2019

+2

=

-2



MVNO’s are most popular with the youngest age group

Source: Deloitte Global Mobile Consumer Survey 2016 - 2019, NL editionWeighted Base: All respondents owning a phone (2019 NL Edition: n=1934)MNO: KPN, T-Mobile, Vodafone, Tele2, MNOsub: Telfort, Ben, Simyo, Hollandsnieuwe, Ziggo, MVNO: all other brands

Which mobile operator do you use for your main phone?

56%

69% 67%69%

63%

20% 22% 24%20%

24%23%

10% 10% 11%13%

18-24 25-34 35-44 45-54 55+

MNO MNO-sub MVNO



The traditional big three brands have the highest share of customers who never switched mobile phone operator

Source: Deloitte Global Mobile Consumer Survey 2019, NL editionWeighted Base: All respondents owning a phone (2019 NL Edition: n=1934)MNO: KPN, T-Mobile, Vodafone, Tele2, MNOsub: Telfort, Ben, Simyo, Hollandsnieuwe, Ziggo, MVNO: all other brands

When was the last time that you changed your mobile phone operator?

35%33%

37%

16% 16%

5%

37%

31%

36%

27%

40% 39%

14%15% 16%

29%

24%22%

14%

21%

12%

28%

20%

34%

T-Mobile Vodafone KPN Tele2 MNO Sub MVNO

I have never changed my operator < 4 years Between 2 - 4 years < 2years



Younger age groups are more willing to actively switch to 5G


Which of the following best describes your attitude towards 5G networks?

23%

27%

15%

11%

14%

33%

I would switch to a 5G network as soon as it isavailable

I would switch to a 5G network if I starthearing good things about it

I would switch to a 5G network if it was thestandard offering and there was no alternative

18-24 25-34 35-44 45-54 55+



Younger age groups seem more willing to pay premium for 5G


If 5G network speeds were ten times faster than those provided by 4G/LTE networks,

how much more per month would you be willing to pay?

60%

42%

36%

30%33%

I am willing to pay more for 5G

18-24 25-34 35-44 45-54 55+

38%

40%

27%

15%

17%

I am not willing to pay morefor 5G

Up to €5

€6-€10

More than €10

18-24 25-34 35-44 45-54 55+



Awareness around information sharing has increased for most information categories


Thinking about companies which you may interact with online (such as Facebook, public Wi-Fi providers,

online retailers), as far of you are aware, which information do you already share with them?

48%

27%

23%20%

17% 16%

12%

6%

17%

50%

31%

24%21%

19%

15%

11%

5%

18%

My email address My phone number My browsing activity

(i.e. that the sites

you browse on areshared with a third

party)

My address My photos My purchase history Access to my

friends' contact list

A list of calls that

you make from your

phone

I never share any of

these forms of

personal information

2018 2019



There is a slight increase in belief that companies share personal data with third parties


Do you believe the companies you interact with

online use your personal data?

Do you believe that the companies you

interact with online share your personal data

with third parties (e.g. social networks sharing

data with retailers)?

Yes No

93%=

2018

Yes No

89%2018

+2



People are more concerned about their data being shared with third parties, compared to using or storing their personal data

To what extent, if at all, would you say you are concerned about how companies you interact with online...?

Source: Deloitte Global Mobile Consumer Survey 2019, NL editionWeighted Base: All adults 18-70 who think companies use or share their personal data, 2019 n = 1578

Use your personal data Store your personal data Share your personal data with third parties

Concerned

62%

Concerned

64%

Concerned

72%



Most people increasingly accept the terms and conditions without reading them

How often, if at all, do you accept terms and conditions without reading them?

Source: Deloitte Global Mobile Consumer Survey 2019, NL editionWeighted Base: All respondents owning a smartphone (NL edition: n=1860

61% 23% 9% 6%

(Almost) always Sometimes Hardly ever Never

+3



MNO customers show lowest churn, while MVNO customers seem least loyal

Which operator were you previously with?


MNO73 %

Current operator

MNO Sub

MVNO

73% of former MNO users previously had MNO

30% of former MNO Sub previously had MNO Sub

20% of MVNO users previously had MVNO20 %

30 %

Previous operator



KPN customers show lowest churn, while Tele2 customers seem least loyal

Which operator were you previously with?

Source: Deloitte Global Mobile Consumer Survey 2019, NL editionWeighted Base: All respondents owning a phone and have an MNO brand as a current and previous operator, 2019 n = 863

MNO

Current operator

Tele2

T-Mobile

Previous operator

Vodafone


52 % 52% of KPN users previously had KPN

42 %

38 %

42% of T-Mobile users previously had T-Mobile

38% of Tele2 users previously had Tele2

39 % 39% of Vodafone users previously had Vodafone


Monthly cost is the main reason for choosing a provider, followed by no hidden costs and quality of voice coverage

Which services are important to you?


70%

69%

61%

53%

26%

36%

34%

15%

22%

22%

30%

30%

34%

36%

47%

37%

8%

9%

8%

16%

40%

28%

19%

48%

Total Monthy Cost

No hidden/surprise cost

Quality of voice coverage

Quality of internet access

Data rollover

Unlimited data tariff availability

Quality of customer service

Shorter contract length

Very Important Fairly Important Not Important



Vodafone and KPN customers find availability of additional services more important than customers of other operators

Are additional services important to you?

Source: Deloitte Global Mobile Consumer Survey 2019, NL editionWeighted Base: All respondents owning a phone (2019 NL Edition: n=1934)MNO: KPN, T-Mobile, Vodafone, Tele2, MNOsub: Telfort, Ben, Simyo, Hollandsnieuwe, Ziggo, MVNO: all other brands

27%

22%

18%

20%

14%

18%

32%

30%

29%

23%

25%

25%

41%

48%

53%

57%

62%

57%

KPN

Vodafone

Tele2

T-Mobile

MNO-sub

MVNO

Very important Fairly important Not important

Additional Services include:

• Connected homes

• Wi-fi hotspots

• Music streaming

• Additional video content



Online purchases increased in 2019, whereas in-store purchases have declined

Which, if any, of the following apply to how you got your current phone?


40%

28%

10%

6%

4%

4%

4%

3%

1%

39%

31%

11%

4%

4%

4%

4%

3%

1%

I purchased it online and had it delivered

I purchased it in-store

I received it from a family member or friend

It was provided by my employer

I purchased it via a sales representative over the phone and picked it up in-store

I purchased it online and picked it up in-store

I purchased it via a sales representative over the phone and had it delivered

Other

I leased it

2019 2018



In-store purchases are strongly preferred over online purchases only by the 55+ age group

Which, if any, of the following apply to how you got your current phone?


12%

16%15%

22%

35%

14%

19%18%

23%

26%

18-24 25-34 35-44 45-54 55+

I purchased it in-store I purchased it online and had it delivered

In-store Online



Online phone purchases decreased for e-commerce websites, while mobile operators see an increase

You said you purchased your current phone online, which of the following best describes where you

purchased it from?

Source: Deloitte Global Mobile Consumer Survey 2019, NL editionWeighted Base: All respondents who bought their phone or smartphone online (2019 NL Edition: n=838)

Online

32%

26%

18%

6%

2%

1%

14%

30%

30%

17%

5%

3%

2%

13%

From a mobile operator

From an e-commerce website

From a mobile phone store

From the manufacturer

From a phone recycling/refurbishing company/ individual resale

From a department store

Other

2019 2018



Mobile operator stores and electronic retailers are the most used channels for in-store phone purchases

You said you purchased your current phone in-store, which of the following best describes where you

purchased it from?

Source: Deloitte Global Mobile Consumer Survey 2019, NL editionWeighted Base: All respondents who bought their phone or smartphone in-store (2019 NL Edition: n=544)

In-store

36%

29%

24%

6%

1%

0%

4%

32%

28%

26%

5%

2%

2%

5%

From a mobile operator

From an electronics retailer

From a mobile phone store

From a manufacturer store

From a supermarket

From a department store

Other

2019 2018



Most customers would like to be able to fix their phones, buy & try new phones and research tariffs in-stores

Which of the following things would you like to be able to do in an operator store?


51%

44%

42%

39%

33%

32%

23%

22%

19%

15%

13%

12%

Repair my phone

Buy new phone

Get advice on tariff which best suits my needs

Try new phones

Renew contract of purchase additional airtime

Purchase accessories and relevant devices

Guidance on how to use smartphones

None of these

Understanding the bill

Talk about latest phones/advancements

Purchase phone insurance

Get advice on apps

Tariff advice are a new entry to respondent priorities compared to GMCS 2018



The 18-24 age category would most like to be able to buy a new phone in an operator store

Which of the following things would you like to be able to do in an operator store?


56%

50%

49%

44%

56%

48%

49%

43%

45%

43%

38%

38%

47%

42%

38%

39%

45%

37%

27%

40%

Repair my phone (e.g. screen repair, battery replacement)

Buy new phones

Try out new phones

Get advice on the tariff that best suits my needs

18-24 25-34 35-44 45-54 >55



KPN has the highest share of customers who bought their phone from a mobile operator store

Source: Deloitte Global Mobile Consumer Survey 2019, NL editionWeighted Base: All respondents who bought their phone or smartphone in-store (2019 NL Edition: n=544)

You said you purchased your current phone in-store, which of the following best describes where you

purchased it from?

51%

46%44%

23%

17%20% 20%

38%

23%26% 25%

28%

KPN Vodafone T-Mobile Tele2

From a mobile operator From a mobile phone store From an electronics retailer



Daily communication is mostly done via instant messaging, while social networks are showing the largest growth

Do you use each of these on your mobile phone on a daily basis?


34%

51%

59%

72%

36%

61%

68%

78%

Voice calls

Social networks

Emails

Instant messages

2019 2018



Daily and hourly usage of most frequently used apps is increasing, except for Facebook messenger

How often, if at all, do you use each of these on your mobile phone on a daily/hourly basis?


90%

61%

34%

22%

13%

35%

15%

8%

5%

4%

WhatsApp

Facebook

Instagram

Facebook messenger

Snapchat

Hourly usage Daily usage

+0%

+1%

+0%

-1%

+1%

+9%

+1%

+5%

+5%

+5%



In the 18-24 age group, hourly Facebook usage has decreased significantly, whereas the 35-44 age group has increased

How often, if at all, do you use each of these on your mobile phone on an hourly basis?


22%

4%

1% 1%0%

27%

11%

9%

3%

1%

19%

17%

19%

11% 11%

18-24 25-34 35-44 45-54 55+

Snapchat Instagram Facebook+1%

-2%

-9%

+1%

-1%

+4%

+6%

+5%

-1%+4%

0%0%0%

0%

0%



The number of times people look at their phone during the day keeps increasing

How many times would you estimate you look at your phone in a day?


20%

22%

24%

27%

23%

24%

23%

26%

32%

28%

26%

26%

25%

26%

27%

21%

2016

2017

2018

2019

Over 50 times Between 26 and 50 times Between 11 and 25 times Up to 10 times



People that check their phone more than 50 times a day experience more negative side-effects than less frequent users

Which of the following, if any, do you experience as a result of using your smartphone (too much)?


59%

4%

6%

9%

12%

10%

13%

13%

29%

8%

8%

22%

19%

25%

25%

31%

None of these

Physical pain (e.g. headaches, sore thumbs/fingers)

Not meeting my family and friends as much as I used to

Fear of missing out when I am unable to check my phone

Not communicating as much face-to-face with family and friends,when spending time with them

Feeling like I constantly need to check my phone

Increased levels of distractions when I am trying to complete a task

Not going to sleep at the intended time

I look at my phone more than 50 times a day I look at my phone less than 50 times a day



For the first time in four years a slight decrease is shown in the 18-24 age group looking at their phone more than 50 times a day

Would you estimate you look at your phone more than 50 times in a day?

Source: Deloitte Global Mobile Consumer Survey 2013 - 2019, NL editionWeighted Base: All respondents owning a phone and look at their phones more than 50 times a day (2019 NL Edition: n=503)

36%

32%

22%

16%

10%

46%

33%

28%

17%

6%

52%

36%

30%

14% 13%

51%

39%

34%

22%

9%

18-24 25-34 35-44 45-54 55+

2016 2017 2018 2019


50x


Consumers older than 35 years are increasingly annoyed by their own mobile phone usage


Overall, do you think you use your mobile phone too much, or not?

Yes, I think I use my mobile phone too much

72%

81%75%

55%

40%

75%81%

76%

63%

51%

69%75%

84%

65% 63%

18-24 25-34 35-44 45-54 55+

2017 2018 2019


50x


Overall, do you think you use your mobile phone too much, or not?

Women tend to be more annoyed by their own phone usage than men

Source: Deloitte Global Mobile Consumer Survey 2013 – 2019, NL editionWeighted Base: All respondents owning a phone and look at their phones more than 50 times a day (2019 NL Edition: n=503)

69%75%


50x


Which of the following, if any, do you experience as a result of using your smartphone (too much)?

Due to frequent smartphone usage, women mostly experience the fear of missing out while men mostly feel distracted


28%

6%

10%

19%

22%

28%

30%

35%

30%

10%

7%

20%

27%

17%

21%

28%

None of these

Not meeting my family and friends as much as I used to

Physical pain (e.g. headaches, sore thumbs/fingers)

Not communicating as much face-to-face with family and friends,when spending time with them

Increased levels of distractions when I am trying to complete a task

Fear of missing out when I am unable to check my phone

Feeling like I constantly need to check my phone

Not going to sleep at the intended time

Men Women


50x


Phone usage increased for almost every activity type, except for riding a bike, driving and being in a business meeting


+4% Watch TV/film 88%

+3% While out shopping 84%

+2%Eating in a restaurant with family or

friends 70%

+2% Eating home with friends or family 70%

+3%Spending time with friends

or family 87%

+2% Meeting my friends on a night out 79%

+2% Talking to family or friends 70%

90% Using public transport +2%

62% While walking/crossing the road 0%

36% While riding a bike -12%

35% Driving -3%

62% When in a business meeting -3%

94% While at work +1%

43% While exercising N/A

How frequently, if at all, do you use your mobile phone while doing the following?



63% 55%40%

27% 17%

18-24 25-34 35-44 45-54 55+

Consumers using their phone while riding a bike decreased by 13%


How frequently, if at all, do you use your mobile phone while doing the following?

36%

49%

62%

62%

35%

38%

2019

2018

2019

2018

2019

2018

37%51% 47%

33%18%

81% 81% 69% 56% 44%

Driving

Walking/Crossing the road

Riding a bike

-3%

0%

-13%



For which of the following activities, if any, do you use your smartphone while cycling/driving?

If consumers use their phone while driving, they are mostly writing and reading messages or selecting music to stream

Source: Deloitte Global Mobile Consumer Survey 2019, NL editionWeighted Base: All respondents (2019: n=659 (cycling) and n=616 (car))

31%

5%

21%

5%

38%

7%

32%

7%

Writing or reading messages

Watching short videos

Watching videos/pictures shared on messaging network

Selecting music to stream

36% 35%



For which of the following activities, if any, do you use your smartphone while cycling?

Most consumers in the age group 18-24 make are texting and selecting music while cycling

Source: Deloitte Global Mobile Consumer Survey 2013 - 2019, NL editionWeighted Base: All respondents (2019: n=659 (cycling)

Writing or reading messages

51%40%

30% 34% 28%

49%60%

70% 66% 72%


56%39%

23% 19%8%

44%61%

77% 81%92%

18-24 25-34 35-44 45-54 55+



37% 28%16% 16% 8%

63% 72%84% 84% 92%

18-24 25-34 35-44 45-54 55+

For which of the following activities, if any, do you use your smartphone while driving?

People in the age of 25-34 write or read texts more often on while driving compared to other age groups

Source: Deloitte Global Mobile Consumer Survey 2013 - 2019, NL editionWeighted Base: All respondents (2019: n=616 (car))

Writing or reading text


24%35% 33% 34%

21%

76%65% 67% 66%

79%



Do you try to limit your smartphone usage, and if yes: how?

One third of the people actively try to limit their phone use, primarily by turning the sound or smartphone off


64%

69%

Yes

2018

2019

Turn the sound off 41%

Turn the smartphone off 32%

Turn notifications off 26%

Put on do not disturb 16%

Turn data connectivity off 6%

Screen time trackers 6%



How useful, if at all, do you find the screen time tracker for managing your phone usage?

From the people that are using the screen time tracker 46% finds this functionality somewhat useful

Source: Deloitte Global Mobile Consumer Survey 2013 - 2019, NL editionWeighted Base: All respondents that use the screen time tracker (2019: n=107)

46%

26%

24%

4%

Somewhat useful

Not very useful

Very useful

Not at all useful



Unlocking via identification has increased, with the highest growth seen in finger recognition and facial recognition

Source: Deloitte Global Mobile Consumer Survey 2013 - 2019, NL editionWeighted Base: All respondents owning a smartphone (NL edition: n=1860)

Which, if any, of the methods listed below have you used to identify yourself when unlocking your

smartphone, authorizing mobile payments or other transactions?

15%

3%

3%

5%

38%

69%

11%

3%

5%

14%

49%

75%

None of these

Voice recognition

Eye/iris recognition

Facial recognition

Fingerprint recognition

PIN or password authentication

2019 2018



How do you use these methods to identify yourself?

48% of fingerprint users use it to log into apps and 54% of facial recognition users use that to log in to apps

Source: Deloitte Global Mobile Consumer Survey 2019, NL edition Weighted Base: All respondents who have used fingerprint or facial recognition on their smartphone (2019: n=920)

77%76%

48%

39%

Uses fingerprint for that activity

To authorize money transfer

To log in to apps

To authorize payments/purchases

To unlock my device

78%76%

54% 41%

Uses facial recognition for that activity

To authorize money transfer

To log in to apps

To authorize payments/purchases

To unlock my device

+2%

+6%



Do you use your mobile phone to play games?

The majority of the people owning a smartphone plays games on their device, daily gaming is done by all groups


46%

13%

13%

28%

Never

Less often

At least once a week

At least once a day

54%

30% 30%

33%

29%

22%

18-24 25-34 35-44 45-54 55+

At least once a day At least once a week Less often



Do you use your mobile phone to play games?

53% of the mobile gamers are women, Apple phone owners tend to game more often


53%47%

50%

49%

39%

Huawei

Samsung

Apple

At least once a day At least once a week Less often Never


61%


Which, if any, of the following types of games do you play on a smartphone?

Women play casual, board, card and AR games more often while men play more strategy and action games


5%

5%

5%

5%

9%

6%

12%

14%

20%

1%

1%

1%

2%

5%

7%

16%

18%

33%

Racing games

Casino/Betting

Sports

Action/Adventure

Strategy

Augmented Reality (AR) games

Card games

Board/word

Casual/Puzzle

Women Men



When do you tend to play games on your mobile phone?

Gaming is mostly an evening activity, and 28% of consumers play games just before going to bed

Source: Deloitte Global Mobile Consumer Survey 2019, NL editionWeighted Base: All respondents who play games on their smartphone (n=1000)

17% games when waking

up/before they starting the day

22% games while

while commuting 17% games while at school/uni/work

3% games when eating out

64% games while relaxing at

home

Morning Midday Evening Midnight

8% games during meal

time at home

28% games around bed time or just before

going to bed

3% games when spending time with

family or friends

27%games

while watching TV



Do you play single player or multiplayer games?

85% of smartphone gamers play single player games, younger age groups are more likely to play multiplayer games


15%

85%

Multiplayer

Single player

80% 88% 85% 86% 85%

22%17% 15% 12%

9%

18 - 24 25 - 34 35 - 44 45 - 54 55+



Do you spend on in-app purchases for mobile games, and if so: how much each month?

16% of the smartphone gamers make in-app purchases, youngsters spend higher amounts


16%

Yes, I make in-app purchases

19%

21%

9%

50%

39%

37%

29%

54%

6%

26%

23%

25%

18%

38%

16%

11%

25%

6%

13%

10%

18%

6%

1 - 5 Euro

6 - 10 Euro

11 - 15 Euro

16 - 20 Euro

21+ Euro

18 - 24 25 - 34 35 - 44 45 - 55 55+



Of the in-app gaming purchases, buying in-app credits is the most popular category


You mentioned that you have made an in-app gaming purchase(s). Which, if any, of the following

have you purchased?

25%

8%

9%

10%

10%

16%

16%

18%

22%

26%

None of these

To remove time limitations to continue…

To buy exclusive extra content

To gain access to a new level or area

To purchase in-game skins/characters

To purchase in-game equipment/items

To skip ads in a free version

To get speed ups

To purchase/unlock the full game

To get in-app credits or currency


Contact & Team


Joël van Veen

Jr. Manager | Deloitte TMT Risk

[email protected]

+31 6 8333 0394

Marc Beijn

Director | Deloitte TMT Consulting

[email protected]

+31 6 8201 9400

Patrick Steemers

Partner | Segment Lead Telecom

[email protected]

+31 6 8201 9347

Esmée de Nooy

Jr. Manager | Deloitte TMT Risk

With special thanks to:

Erik Huizer

Iris Hielkema

Matthijs Niemeijer

Sr. Consultant | Deloitte TMT Risk

Twan Houwers

Consultant | Deloitte Consulting

Avinash Pandey

Manager| Monitor Deloitte

Robert Boer

Consultant | Deloitte Consulting

Contact

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