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  • Global Mobile Consumer Survey 2014The Pulse of the Mobile Nation (The Dutch Perspective)

  • 3Contents

    Foreword 3

    Executive Summary 4

    Devices 7

    Connectivity 15

    Usage 23

    Methodology 35

    Deloitte Contacts 38

    Foreword

    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.

    In order to understand what drives consumers to choose, connect and use their mobile devices, Deloitte conducts the annual Global Mobile Consumer Survey. By gathering insights from 37,000 respondents across 22 countries and by combining the results with expert perspectives and additional research, we provide one of the largest information resources of its kind.

    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.

    Sources: (1) KPCB Internet Trends Report 2014, (2) Telecompaper

  • 4 5

    Executive SummaryAffordable devices and connectivity for traditional usage

    Devices: Demand for affordable phones in a maturing market As the ultimate multi-purpose mobile device, the smartphone continues to

    dominate the market Older consumer segments are rapidly catching up with smartphone ownership Certain consumer segments have become more price sensitive and less brand

    conscious, allowing new challenger brands to gain slices of market share Consumers still see their operator as the place to buy a phone, both online

    and in-store

    Connectivity: Free Free Wi-Fi remains the main mobile internet connection, as 4G is still

    considered too expensive 4G is considered faster than Wi-Fi at home, at work, when out and about, and

    when commuting 4G adoption is likely to grow with the availability of 4G-enabled devices and

    affordable tariffs Bundle price remains the main criterion for choosing an operator in 2014 SIM-only as a contract type has doubled in market share compared with 2013 Cost concerns are valid: the #1 reason for bill shock in 2014 is consumers

    exceeding their data allowance

    Usage: Network effect and price determine service adoption Slow start in adopting advanced Over-The-Top services such as TV, video-

    calling or Mobile VoIP Use of mobile payments and transfers is popular among most ages, and banks

    remain the most trusted institutions for any type of mobile transaction

    Patrick SteemersSponsoring PartnerTelecom Consulting Lead

    This years Global Mobile Consumer Survey brings out

    that Dutch consumers are really starting to pick up 4G

    while at the same time they seem more price conscious

    than ever when choosing services and devices. With

    mobile usage being as intense as ever and more low cost

    4G devices coming to market there is opportunity for the

    leading operators, device manufacturers as well as for

    low-cost MVNOs who seem to be making a come-back.

    Again this year has shown that the Dutch consumers

    addiction to mobile devices is not slowing, but usage

    behaviour differs by demographic. The winners will be

    those that exploit and learn quickly.

    Stephen WardPartnerDeloitte Digital

    The massive adoption of smartphones and tablets is

    creating unprecedented opportunities for companies

    that adopt mobile specific business models. In the digital

    era, successful businesses take the user perspective as

    a starting point and require deep insights in mobile

    consumer behavior.Daan WitteveenPartnerTMT Industry Leader

  • 6 7

    Devices

  • 8 9

    Spain S. Korea France Finland

    46% 50%

    Italy Norway

    70% 76%

    UK Sweden

    82%

    60%

    33%

    65%

    46%

    Netherlands Singapore

    89% 87%

    50%

    71%

    63%

    Germany

    46%

    65%

    34% 30%

    85% 88%

    53%

    68%

    Smartphone Tablet

    Percentage of respondents with access to smartphones and tablets

    48%

    Tablet Standard mobile phone

    5%

    50%

    42%

    33%

    69% 69%

    Laptop Smartphone

    71%

    59%

    Ultrabook*

    8%

    Netbook

    10% 5% 6%

    Phablet eReader

    15% 17%

    Percentage of respondents with access to devices

    2014 2013

    55+ 18-24

    82% 91%

    79% 84%

    72% 77%

    58% 65%

    35%

    56%

    45-54 25-34 35-44

    +60%

    2014 2013

    Percentage of smartphone owners per age segment

    Singapore S. Korea

    6%

    9%

    Sweden Finland

    7% 6%

    UK France

    11%

    Germany Italy

    8%

    Spain

    7%

    24%

    Norway

    22%

    17%

    6%

    Netherlands

    Percentage of respondents who intend to purchase a phablet in the next 12 months

    Devices Devices

    Devices: OwnershipCompared 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

    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

    Source: Deloitte Global Mobile Consumer Survey, NL edition, July 2014 Weighted Base: All respondents (n=2000)

    Source: Deloitte Global Mobile Consumer Survey, NL edition, July 2014

    Weighted Base: All respondents (n=2000)

    Source: Deloitte Global Mobile Consumer Survey, NL edition, July 2014 Weighted Base: All respondents (n=2000) *Note: in 2013 Ultrabook was not an option Source: Deloitte Global Mobile Consumer Survey, NL edition, July 2014

    In line with Deloittes 2014

    TMT Prediction, the largest

    growth in smartphone

    ownership occurred in the

    55+ segment

    Purchase intent is notably higher in Singapore and South Korea,

    where the growth of tablet sales has been attributed to the:

    - popularity of gaming

    - presence of local manufacturers such as Samsung and LG

    - preference for larger screens to work while commuting on

    public transport

    As the ultimate multi-purpose mobile device, the smartphone continues to dominate the market. There is still room for growth, particularly among older consumer segments, yet all consumers are increasingly sensitive to cost, creating an opportunity for new manufacturers.Gagandeep Sethi, Senior Manager, Strategy

  • 10 11

    iPhone Other

    55%

    18% 22%

    3%

    61%

    20% 17%

    49%

    25% 22%

    2%

    32%

    21%

    39%

    5% 1%

    Nokia Samsung I only replace when broken

    Buy the latest devices if I really like them

    Buy the latest devices

    Buy devices after theyve been out for a while

    Which of the following best describes your attitude towards new devices?

    iPhone

    Samsung phone

    6655%%

    4400%%66%%

    5544%%

    2233%%

    1133%%2

    2

    2

    Samsung tablet

    1

    1

    1

    iPad

    2%

    Netbook 0%

    3%

    Fitness

    band

    1%

    Phablet

    6%

    Standard

    mobile phone

    6% 4%

    8%

    Small tablet

    4%

    11%

    5%

    7%

    Laptop

    12%

    Smartphone

    18%

    10%

    7%

    Large tablet

    11%

    Ultrabook*

    eReader

    2%

    Smart

    watch

    2% 2%

    Smart

    glasses

    2% 2%

    15%

    2014 2013

    Which of the following devices are you likely to buy in the next 12 months?

    Devices Devices

    Devices: BrandsSamsung leads in market share, while Apple leads in loyalty; Nokia remains relevant and Huawei is a notable new entrant

    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: PurchasingThe smartphone remains the device that most consumers intend to purchase in the next year

    Apples ecosystem remains strong: 54% of iPhone owners have an iPad while only 6% have a Samsung tablet

    Note: Question refers only to respondents main phoneSource: (1) Deloitte Global Mobile Consumer Survey, NL edition, July 2014, (2) http://www.zdnet.com/huawei-sees-massive-handset-growth-outside-china-7000032074/

    (3) IDC 2014 Weighted Base: All adults 18-75 who have a phone or smartphone (n=1846)

    Source: Deloitte Global Mobile Consumer Survey, NL edition, July 2014 Weighted Base: All respondents (n=2000)

    *Note: in 2013 Ultrabook was not an optionSources: (1) Deloitte Global Mobile Consumer Survey, NL edition, July 2014 (2) L2 Think Tank Wearables Report, June 2014 Weighted Base: All respondents (n=2000)

    Note: 1 = % of iPhone owners, 2 = % of Sa