Download - Global Mobile Consumer Survey 2017 - Deloitte US · Global Mobile Consumer Survey 2017 Welcome to the Dutch edition of the 2017 Global Mobile Consumer Survey, Deloitte’s research

Global Mobile Consumer Survey 2017The Netherlands

Global Mobile Consumer Survey 2017

Welcome to the Dutch edition of the 2017 Global Mobile Consumer Survey, Deloitte’s research study into global mobile consumer trends. This “Dutch Edition” outlines the details around connectivity, device ownership, smartphone addiction, smartphone usage and privacy.

For several years now, Deloitte has researched mobile

consumer behavior on a global scale, 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?

The Netherlands remain among the leading countries in the

field of smartphone penetration. In fact, The Dutch have

positioned themselves at the top among all the surveyed

countries. But do we discover interesting contrasts when we

zoom in on different age groups? Have older generations

closed the gap in terms of smartphone usage? Does the

speed game continue or has it slowed down?

And what about smartphone addiction - how intrusive has

smartphone usage become in our daily lives? What are

“Smombies”? Are Dutch consumers at all concerned about

their smartphone usage and if so, are any actions taken to

limit their usage? And are users at all worried about their

privacy?

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 we welcome your feedback.

Deloitte Global Mobile Consumer Survey 2017 – The Netherlands 3

Global Mobile Consumer Survey 20175 continents, 31 countries, 53,000 respondents

Deloitte Global Mobile Consumer Survey 2017 – The NetherlandsDeloitte Global Mobile Consumer Survey 2017 – The Netherlands4

The Netherlands

2,000 Respondents, nationally representativeAdults 18-75 Online polling

Germany

United States Japan

United Kingdom

Netherlands

Finland

Russia

China

Indonesia

Singapore

Australia

Italy

Norway

ThailandPhilippines

Colombia

Brazil

Canada

Malaysia

Mexico

Argentina

BelgiumIreland

Luxembourg

Sweden

South Africa

Denmark

Spain

UAETaiwan

Vietnam

Turkey

Saudi Arabia

4

Contents

Executive Summary

The Speed Game Slows Down

Dutch Loyalty

Device Demographics

Smartphone: Jack of all Trades

Watch out: Smombies!

The Privacy Paradox

Contact


Speed is important to the Dutch, but its growth in significance

to users seems to be slowing down. This year, the adoption of

4G in the Netherlands has reached 68%. Despite an increased

adoption compared to last year, the Netherlands is now at the

bottom of the list of European surveyed countries.

Not surprisingly, MNOs have a larger 4G penetration in their

network than MVNOs and MNO sub-brands. However, according

to this year’s survey the majority of prepaid users are not on

4G.

Among respondents using 4G, the perceived speed difference as

compared to Wi-Fi is smaller compared to last year. This is

irrespective of whether users are at work, at home or even

outdoors.

Dutch Loyalty

Our analysis shows that Dutch smartphone owners do not

often switch providers: 38% of people over 55 have never

even switched once. Loyalty seems to be highest among

MNO and lowest among MVNO users.

Similar to last year’s survey, price remains the most

important reason for users to choose a mobile provider.

However, bundling of multiple mobile and fixed services at

mobile operators is increasing. For 41% of respondents,

bundling discount is the main reason to choose one

provider for multiple services.

SIM only penetration has reached 46%. However, growth

seems to slow down even further.

Executive Summary

Deloitte Global Mobile Consumer Survey 2017 – The Netherlands6

Device Demographics

Looking at devices, the Dutch own plenty. The most

ubiquitous is the smartphone, with penetration increasing to

93%. But it doesn’t stop there: we multi-task between

laptops, tablets, smart devices and VR headsets, using the

device that best fits our personal needs for each activity.

Tablet penetration appears to have reached a plateau – its

growth in the Netherlands is low compared to most European

surveyed countries.

When comparing age groups, we see that the older

generation seems to be playing catch-up. While smartphone

penetration amongst 18-24 year olds has almost stabilized,

older age groups are now driving growth. For four consecutive

years, the 55+ age group has not only shown a significant

increase in adoption, but also in mobile usage. Tablet

penetration is the highest and growing the fastest for this age

group, while penetration has leveled for all age groups below

44.

Compared to most markets, the Dutch adoption seems to

have stalled this year and the intention to buy a VR headset

is low.


Our research indicates that the smartphone has surpassed

tablets for video calling and reading the news, which may

be caused by the increase in size and quality of the screens

on our phones.

However, for video consumption most people still prefer a

television over a mobile device, except when watching short

videos. For mobile video consumption, the 18-24 age group

is the only group that prefers the mobile phone over the

tablet.

There is a significant growth in online mobile purchasing,

both for services and products. More specifically, the mobile

phone is increasingly being used for banking activities such

as balance checking and money transfers.

Although most respondents use social media apps on a daily

basis, only a few also share content. In fact, the

Netherlands ranks in the bottom 3 of the global sample for

sharing pictures and videos on social media.



The Germans have invented a new word for smartphone

addicts: Smombies, short for smartphone zombies. In the

Netherlands, the smartphone and its apps also capture our

attention throughout the day. Nowadays apps are even

designed to maximize the time you are looking at your screen,

for example through push notifications.

For consumers using a phone more than 50 times a day, the

biggest growth is visible in the youngest age group. However,

the 25-34 age group seems most bothered by their usage of

more than 50 times per day. On average, 38% of all

respondents feel they use their phone too much – for people

under 35 this is even more than half.

Over 50% of people who feel they use their phone too much

actively try to limit their use, but only 22% succeed. The most

commonly used method to limit usage is to keep a phone

tucked away and out of sight, although this does not seem to be

most effective. Consumers also use their phone in traffic - 51%

in the 25-34 age group admit they use their phone while

driving.

The Privacy Paradox

Our research shows that users have no qualms sharing their

personal data when using their phones or using their

fingerprints for authentication and authorization purposes.

Not only do consumers register their fingerprints to unlock

their devices - they also use the fingerprint reader to

authorize payments and purchases. In fact, of the 31

countries contributing to the Global Mobile Consumer

Survey, the Dutch rank 2nd in usage of fingerprints to

authorize payments and purchases.

Interestingly, the majority of the surveyed consumers

believes their personal data is being used by the companies

they interact with for commercial reasons. They believe

their data is either being used by that same company, or

even shared with third parties. But most users do not seem

to know what exactly happens with their data, as 57% of

respondents (almost) always accepts the terms and

conditions without reading them.



Speed is important to the Dutch, but its growing significance to

users seems to be declining. This year, adoption of 4G in the

Netherlands has reached 68% - despite an increase compared

to last year, NL is positioning itself near the bottom of the list in

Europe in terms of 4G adoption.

Not surprisingly, MNOs have a larger 4G penetration in their

network than MVNOs and MNO sub-brands. According to this

year’s survey however, the majority of prepaid users are not on

4G.

Among respondents that have 4G, the perceived speed

difference with Wi-Fi is smaller compared to last year’s results.

Irrespective of whether users are at work, at home or even

outdoors, the higher perceived speed of 4G has dropped in favor

of Wi-Fi.

The Netherlands still shows an increase in 4G adoption, but is lagging behind other countries

Is your mobile on a 4G network?

Deloitte Global Mobile Consumer Survey 2017 – The Netherlands

Source: Deloitte Global Mobile Consumer Survey 2016 - 2017, NL edition and global data aggregationWeighted Base: All respondents owning a phone or a smartphone, excluding don’t know answers

10

87% 86%82%

78%75%

72% 71% 69% 68%

58%

96%

82%78%

74% 74% 72%

56%

0%

50%

100%

2016 2017

N/A N/AN/AN/AN/AN/AN/AN/A N/A

+13

83%81% 79% 78%

69%

41% 41%36%

48%

38%

22%

MVNOsMNO Sub-brandsMNOs

MNOs have a larger 4G penetration in their network than MVNOs and MNO sub-brands



Source: Deloitte Global Mobile Consumer Survey 2017, NL editionWeighted Base: All respondents owning a phone or a smartphone, excluding don’t know answers (n=1692)

Majority of Dutch prepaid users are not on 4G



*Numbers do not add up due to roundingSource: Deloitte Global Mobile Consumer Survey 2017, NL edition and global data aggregation Weighted Base: All respondents owning a phone or a smartphone, excluding don’t know answers

12

NL

Australia

China

Finland

Germany

Ireland

Russia

Spain

Sweden

UK

Denmark

10% 3% 65% 22%

Post-paid (87%)Prepaid (13%)

6% 21% 65% 7%

Post-paid (73%)*Prepaid (27%)

3% 54% 42% 1%


9% 14% 60% 17%


17% 11% 48% 23%


19% 25% 46% 10%


27% 35% 23% 15%


4% 4% 74% 18%


5% 9% 77% 8%


15% 9% 59% 16%


3% 13… 68% 16%


No 4G4G on prepaid 4G on post-paidNo 4G

18%

16%

19%

44%

31%

50%

38%

53%

30%

22%

37%

41%

14%

26%

60%

24%

39%

37%

Respondents perceive less difference in 4G and Wi-Fi speeds than last year

How do the 4G speeds on your phone compare with Wi-Fi speeds in the following places?

(2016 vs. 2017)


Source: Deloitte Global Mobile Consumer Survey 2016 & 2017, NL editionWeighted Base: All respondents owning a phone or a smartphone, excluding don’t know answers (n=1314)

At

Ho

me

Ou

tdo

ors

At

Wo

rk /

Stu

dy

4G is faster

About the same

Wi-Fi is faster

2016 Values

4G is faster

About the same

Wi-Fi is faster

4G is faster

About the same

Wi-Fi is faster

Dutch Loyalty

The Dutch seem to be a loyal bunch. Our analysis shows that

Dutch smartphone owners do not often switch providers - 38%

of people over the age of 55 have never even switched once.

Loyalty seems to be highest among MNO and lowest among

MVNO users. This is also reflected in the lower NPS score users

give MVNO providers.

Similar to last year’s survey, price remains the overall most

important reason for users to choose a particular mobile

provider. However, bundling of multiple mobile and fixed

services at mobile operators is increasing. For 41% of

respondents, bundling discount is the main reason to choose

one provider for multiple services. The switching costs related to

bundling may partially explain Dutch loyalty.

Our prediction regarding plateauing SIM only penetration seems

to be coming true: penetration has reached 46%, however

growth seems to slow down even further.

Users seem to be most loyal to the three largest MNO providers - 42% of KPN users have never switched

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


Source: Deloitte Global Mobile Consumer Survey 2017, NL editionWeighted Base: All respondents owning a phone or a smartphone, excluding respondents that have received their phone from employer, (n=1603)

42%

36% 36%

14%

15%

12%

0%

30%

60%

KPN T-Mobile Vodafone Tele2 MNO Subbrands MVNO

Never changed > 4 years Between 2 and 4 years < 2 years

Older people seem to switch less between mobile providers - 38% of people in the 55+ group never switch

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


Source: Deloitte Global Mobile Consumer Survey 2017, NL editionWeighted Base: All respondents owning a phone or a smartphone, excluding respondents that have received their phone from employer, (n=1603)

16

25%

22%21%

29%

38%

0%

25%

50%

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

Never changed More than 4 years ago Between 2 and 4 years ago Less than 2 years ago

When choosing a mobile provider, price remains the most important reason

Why did you choose your current operator?



25%

4%

22%

27%

55%

Other

Service

Product

Connection

Price

Bundling of multiple mobile and fixed services at mobile operators is increasing, though quad play uptake is limited

Which of the following services offered by your mobile operator do you subscribe to/are you using?

(2016 vs. 2017)


Source: Deloitte Global Mobile Consumer Survey 2016 & 2017, NL editionWeighted Base: All respondents owning a phone or a smartphone, excluding don’t know answers (n=1598)

18

Mobile Only Mobile and 1 or 2 fixed services

Mobile and 3 fixed services (quad play)

(2016: 78%) (2016: 14%) (2016: 8%)

63% 27% 10%

For 41% of respondents, bundling discount is the main reason to choose one provider for multiple services

What was your main reason to choose one provider for both mobile and fixed services?


Note: VodafoneZiggo bundle was released just before the survey data was acquired and Tele2 does not offer bundlingSource: Deloitte Global Mobile Consumer Survey 2017, NL edition

Weighted Base: All respondents owning a phone or a smartphone, excluding don’t know answers (n=417)

41% 37% 7% 5% 10%

Free Upgrade of Your

Subscription

Bundling discount Convenience Other

Free Additional Services

SIM only penetration has reached 46%, but growth seems to slow down even further

Percentage of all phone users with SIM only


Source: Deloitte Global Mobile Consumer Survey 2013 - 2017, NL editionWeighted Base: All respondents owning a phone or a smartphone, excluding don’t know answers (2013 n=1874; 2014 n=1840; 2015 n=1886; 2016 n=2848; 2017: n=1827)

20

2014

16%

2013

8%

2015

42%

2016

37%46%

2017

-8

29

MNO sub-brands have a higher NPS than MNOs and MVNOs

How likely would you be to recommend your provider to a friend, colleague or relative?

(NPS score 2017)



MVNOs MNO sub-brands MNOs

0

INFO BOX

To calculate Net Promoter Score (NPS), respondents are categorized into Promoters (9-10), Passives (7-8) and Detractors (0-6). The NPS is calculated by subtracting the percentage of Detractors from the percentage of Promoters.

Device Demographics

Looking at devices, the Dutch own plenty. The most ubiquitous

is the smartphone, with penetration growing to 93%. But it

doesn’t stop there, we multi-task between laptops, tablets,

smart devices and VR headsets, using the device that best fits

our personal needs for each activity. Tablet penetration appears

to have reached a plateau – its growth in the Netherlands is low

compared to most European surveyed countries.

When comparing age groups, it seems that the older generation

is playing catch-up. While smartphone penetration amongst 18-

24 year olds has almost stabilized, older age groups are now

driving growth. For four consecutive years, the 55+ age group

has not only shown a significant increase in adoption, but also

in mobile usage.

As with last year’s survey, we analyzed differences between

brands. Huawei took 3rd position in smartphone brand adoption,

still trailing behind Samsung and Apple. iPhone and Samsung

owners are most likely to recommend their brand to others,

while Nokia and Huawei owners recommend their phone least.

Compared to most markets, the Dutch adoption seems to have

stalled this year and the intention to buy a VR headset is low.

Among surveyed countries, the Netherlands shows the highest smartphone penetration

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

Smartphone


Source: Deloitte Global Mobile Consumer Survey 2017, NL edition and global data aggregationWeighted Base: All respondents (2017: n=2000)

93%92% 92%

91%90%

89%

86% 86%85% 85%

89%88%

86%

79%

60%

80%

100%

2016 2017

N/AN/AN/AN/A N/A

+6

Smartphone penetration has grown to 93% while tablet penetration appears to have reached a plateau



Source: Deloitte Global Mobile Consumer Survey 2013 - 2017, NL editionWeighted Base: All respondents (2017: n=2000)

24

93%

13%

82%

64%

28%

5%0%

50%

100%

2013 2014 2015 2016 2017

Smartphone

Laptop

Tablet

eReader

Feature phone

Smart watch

Smartphone penetration amongst 18- to 24-year-olds has almost stabilized; older age groups are driving growth



Source: Deloitte Global Mobile Consumer Survey 2014-2017, NL editionWeighted Base 2017: all respondents (n=2000)

94%97%

94% 94%90%

0%

50%

100%

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

2014 2015 2016 2017

+11

Since 2013, the 55+ age group has not only shown a significant increase in adoption, but also in mobile usage


Source: Deloitte Global Mobile Consumer Survey 2014 & 2017, NL editionWeighted Base: All respondents owning a smartphone older than 55, excluding don’t know answers (2013 n=202; 2017: n=472)

26

144% increase in smartphone ownership

233% increase in social media usage

165% increase in email usage

150% increase in video calls usage

500% increase in news and sports website usage

270% increase in IM usage

1250% VoIP calls usage

55+

Tablet penetration growth in the Netherlands is low compared to most European surveyed countries

Do you own or have ready access to a tablet?

(Growth 2016 to 2017)


Source: Deloitte Global Mobile Consumer Survey 2017, NL edition and global data aggregationWeighted Base: All respondents owning a phone or smartphone (n=2000)

59%

68% 68%71%

57%62%

65%

13% 13%

8%

6% 6%

3%

2%

0%

5%

10%

15%

20%

0%

25%

50%

75%

Finland Ireland UnitedKingdom

Norway Italy Sweden Netherlands

2016 2017 Growth

Table

t Penetr

ation

Gro

wth

Amongst 55+, tablet penetration is highest and growing the fastest, while penetration has leveled for ages <44

Do you own or have ready access to a tablet?


Source: Deloitte Global Mobile Consumer Survey 2017, NL editionWeighted Base 2017: all respondents (n=2000)

28

49%

65%

71%69%

71%

0%

40%

80%

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

2013 2014 2015 2016 2017

+5

Huawei has acquired the 3rd position in smartphone brand adoption, but is still trailing behind Samsung and Apple

Smartphone market share


Source: Deloitte Global Mobile Consumer Survey 2017, NL editionWeighted Base: All respondents owning a smartphone (n=1783)

2013 2014 2015 2016 2017

NOKIA: 2%

SONY: 4%Motorola: 3%

Huawei: 8%

Apple: 28%

Samsung: 41%

LG: 4%

Other: 8%

HTC: 2%

iPhone & Samsung owners are most likely to recommend their device; Nokia & Huawei owners the least

How likely would you be to recommend your current handset?


Note: VodafoneZiggo bundle was released just before the survey data was acquired and Tele2 does not offer bundlingSource: Deloitte Global Mobile Consumer Survey 2017, NL editionWeighted Base: All respondents owning a brand phone (n=1632)

30

SAMSUNG APPLE HUAWEI

HTC SONY LG

Promoters

Passives

Detractors

(n=753) (n=504) (n=138)

(n=34) (n=77) (n=77)

+18 +41 +1

+15 +9 +5

41% of respondents has bought their smartphone online; this is almost 50% for people under the age of 35

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


Source: Deloitte Global Mobile Consumer Survey 2017, NL editionWeighted Base: All respondents owning a phone or a smartphone (n=1834)

48%

44%

33%

41%

32%

31%

38%

33%

20%

25%

29%

25%

18-34

35-54

55+

Average

I purchased it online I purchased it in-store Other (e.g. ordered over the phone, received it from family / employer)

Only 12% of phones currently used are second-hand -iPhones are the most common second-hand devices

Distribution of used/refurbished and new

phones across the top-5 brands


Source: Deloitte Global Mobile Consumer Survey 2017, NL editionWeighted Base: All respondents owning a phone or a smartphone, excluding don’t know answers (n=1898) & all respondents owning a used/refurbished brand phone, excluding don’t know answers (n=197)

32

12%

Used/Refurbished

New

When you got your current

phone, was it new or used?

4%

9%

9%

12%

19%

96%

91%

91%

88%

81%

0% 50% 100%

Huawei

Sony

Samsung

LG

Apple

Used/Refurbished (2017) New

68% of respondents owns at least one connected device which is 21% more than in 2016

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


Source: Deloitte Global Mobile Consumer Survey 2016 & 2017, NL editionWeighted Base: All respondents (n=2000)

8%

6%

5%

4%

5%

8%

12%

18%

18%

26%

43%

68%

0% 40% 80%

Fitness band

Smart watch

Connected Car system

A home appliance

Smart lighting systems

Surveillance security…

Smart thermostat

Wireless speaker

Video streaming device

Games console

Smart TV

At least one device

2017 2016

Connected entertainment

Connected home

Connected car

Connected self

+21

19% of iPhone users own or have access to a smartwatch or fitness band, compared to only 11% for Samsung users



Source: Deloitte Global Mobile Consumer Survey 2017, NL editionWeighted Base: All respondents owning a phone of a top-6 brand and a fitness band (n=139) & all respondents owning a phone of a top-6 brand and a smart watch (n=102)

34

5%

2%

4%

8%

2%

2%

1%

3%

7%

6%

6%

8%

0% 5% 10% 15%

Average

Huawei

Samsung

Apple

Smartwatch Both Fitness band

In the Netherlands, VR headset adoption stalled and compared to most markets, intention to buy is low


Virtual Reality Headset


Source: Deloitte Global Mobile Consumer Survey 2017, NL edition and global data aggregationWeighted Base: All respondents (2017: n=2000)

5%

14%

6%

3%

6% 6%

3%

5%

3%

6%

15%

6%5%

3%

0%

5%

10%

15%

20%

25%

Intention to buy 2016 2017

N/AN/AN/AN/A N/A


Now that the smartphone is the most ubiquitous computing

platform, it is steadily becoming the preferred device for

activities other than making the traditional phone call.

Our research indicates that the smartphone has surpassed

tablets for video calling and reading the news, which may be

caused by the increase in size and quality of the screens on our

phones.

For video consumption however, most people still prefer a

television over a mobile device – except when watching short

videos. For mobile video consumption, the 18-24 age group is

the only group to prefer the mobile phone over the tablet.

Our analysis shows there is a significant growth in online mobile

purchasing, both for services and products. More specifically,

the mobile phone is increasingly being used for banking

activities such as balance checking and money transfers.

Although most respondents use social media apps on a daily

basis, only a small percentage also shares content. In fact, the

Netherlands rank bottom 3 of the global sample for sharing

pictures and videos on social media.

The mobile phone has become the preferred device for video calling and for reading the news in favor of tablets

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


Source: Deloitte Global Mobile Consumer Survey 2016 - 2017, NL editionWeighted Base: All respondents who have a smartphone, tablet and laptop (n=1217)

Check bank balances

Check social networks

Video Calls Watch live TV

Browseshopping websites

Play games Watch shortvideos

Read the news

Make onlinepurchases

Online search

Take photos and record videos

Voice calls using Internet

Streamfilms or TV series

Watch TV via catch-up services

iOS users often have more apps installed on their phones than Android users

Excluding any pre-installed apps, approximately how many apps are currently installed onto your

phone?


Source: Deloitte Global Mobile Consumer Survey 2017, NL editionWeighted Base: All respondents with a smartphone (n=1796)

38

22%

33%

15%

21%

28%

25%

20%

15%

15%

6%

More than 31 Between 21 & 30 Between 11 & 20 Between 5 & 10 Less than 5

iOS

Android

For video consumption, most people prefer a television over a mobile device, except when watching short videos



Source: Deloitte Global Mobile Consumer Survey 2017, NL editionWeighted Base: All respondents who have a smartphone, tablet, laptop and television (n=1217)

Television Tablet Smartphone Laptop

Stream films or TV series 37% 8% 3% 10%

Watch live TV 66% 7% 3% 5%

Watch TV via catch-up services 44% 15% 4% 12%

Watch short videos 3% 28% 25% 13%

64% uses smartphone

while watching TV

For mobile video consumption, the 18-24 age group is the only group to prefer the mobile phone over the tablet



Source: Deloitte Global Mobile Consumer Survey 2017, NL editionWeighted Base: All respondents who have a smartphone and tablet (Age 18-24 n=117, All other age group n=1100 )

40

8%

16%

30%

8%

3%

3%

22%

2%

Live TV

TV catchup

Short Videos

Streaming

Smartphone

Tablet

4%

7%

13%

6%

5%

10%

47%

8%

Live TV

TV catchup

Short Videos

Streaming

Age 18-24 All other age groups (average)

Watch TV via catch-up services

Stream films or TV series

Watch short videos

Watch live TV

INFO BOX

The Netherlands is in the bottom 3 of countries in the Global Mobile Consumer Survey sample when it comes to posting pictures & videos on social media

Source: Deloitte (2017). Global Mobile Consumer Survey 2017 global data aggregation.

Although most respondents use social media apps on a daily basis, only a small percentage also posts content

Do you use these social networks on your mobile phone on a daily basis?


Source: Deloitte Global Mobile Consumer Survey 2017, NL edition and global data aggregationWeighted Base: All respondents who have a smartphone (n=1796)

54%

17%

12%

FacebookInstagramTwitter

Use at least once a day

5%Posts photos on social media daily

2%Posts videos on social media daily

26% of Apple users is using a virtual assistant, which is significantly higher than the percentage of Samsung users

Do you use the virtual assistant provided on your mobile phone?

Source: Deloitte Global Mobile Consumer Survey 2017, NL editionWeighted Base: All respondents with a [brand] phone (n=444,389,345 respectively)

What can I help you with?

Top 3 most used functionalities

26%

8%

11%

Apple Samsung Other brands

1. Search for general information 35%

2. Dial a person in contact list 34%

3. Navigation 31%


49%

25%

5%

56%

69%

57%

47%

20%

Browse shopping sites Research a product orservice

Read reviews about aproduct or service

Purchase a productonline

Purchase a serviceonline

2016 2017

There is a significant growth in online mobile purchasing, both for services and products

For which of the following activities have you ever used your mobile phone?


Source: Deloitte Global Mobile Consumer Survey 2016 - 2017, NL editionWeighted Base: All respondents who have a mobile phone (n=1908)

no datano data

+22

+15

54%

43%

63%

52%

Check your bank balance Transfer money to individual (within NL)

2016 2017

The use of popular payment app Tikkie has increased with more than 500,000 users in just 3 months in 2017, and currently has more than one million users.

Source: NOS (2017). 1 miljoengebruikers voor terugbetaal-app Tikkie.

The mobile phone is increasingly used for banking activities such as balance checking and money transfers

For which of the following activities do you use your mobile phone?



44

+9

+9


The Germans have introduced a new word for smartphone

addicts: Smombies, short for smartphone zombies. In the

Netherlands the smartphone and its apps also capture our

attention throughout the day. Apps are designed to maximize

the time you are looking at your screen. Although our analysis

confirms that app makers are successful in this respect, as there

is an increase in the number of times people look at their phone

during the day, users are increasingly trying to limit their use.

For consumers using a phone more than 50 times a day, the

biggest growth is visible in the youngest age group. However,

the 25-34 age group seems relatively most bothered by this

usage of more than 50 times per day. On average, 38% of

respondents think they use their phone too much – for people

under 35 this is even more than half.

Over 50% of people who think they use their phone too much

actively try to limit their use, but only 22% succeeds. The most

commonly used method to limit usage is keeping a phone

tucked away and out of sight, however this is not the most

effective approach. Consumers use their mobile phones around

the clock during a variety of activities and settings. Some more

surprising than others: consumers also use their phone in

traffic, with 51% in the 25-34 age group admitting using their

phone while driving.

There is an increase in the number of times people look at their phone during the day compared to last year

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


Source: Deloitte Global Mobile Consumer Survey 2017, NL edition Weighted Base: All respondents owning a phone or a smartphone, excluding don’t know answers (n=1716)

46

20%

22%

23%

24%

32%

28%

25%

26%

2016

2017

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

+3

For consumers using a phone more than 50 times a day, the biggest growth is visible in the youngest age group

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



36%

32%

22%

16%

10%

46%

33%

28%

17%

6%

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

2016 2017

+10

50x

72%

81%

75%

55%

40%

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

However, the 25-34 age group seems relatively most bothered by this usage of more than 50 times per day

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


Source: Deloitte Global Mobile Consumer Survey 2017, NL editionWeighted Base: All respondents who estimate to use their phone more than 50 times a day (n=384)

48

50x50x

Yes, I think I use my mobile phone too much

On average, 38% of respondents think they use their phone too much - under 35 this is even more than half

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


Source: Deloitte Global Mobile Consumer Survey 2017, NL edition,Weighted Base: All respondents who have a mobile phone (n=1908)

52%

55%

45%

29%

16%

48%

45%

55%

71%

84%

18-24

25-34

35-44

45-54

55+

yes no

Of all smartphone users, on average thinks they use their phone too much38%

Over 50% of people who think they use their phone too much actively try to limit their use - only 22% succeeds

Do you try to limit your mobile phone usage, or not?


Source: Deloitte Global Mobile Consumer Survey 2017, NL editionWeighted Base: All respondents who think they use their phone too much (n=722)

50

22% 30% 20% 25%

Yes, I make an effort

and I usually succeed

Yes, I try to

but it doesn't usually work

No, but I would like to No, and I don't intend to

actively tries to limit usage52%

The most commonly used method to limit usage is tucking the phone away, however this is not most effective

What steps have you taken to try and limit your mobile phone usage?


Source: Deloitte Global Mobile Consumer Survey 2017, NL editionWeighted Base: All respondents actively try to limit their phone usage (n=274)

hardly used often

used

25%Leaves phone

outside bedroom

4%Moves to a feature phone without data capability

54%Keeps phone in

bag/pocket

18%Uses airplane

mode

21%Switches phone off at night

52%Switches off notifications

84% 62% 64% 73% 63% 66%SUCCESS RATE

Personal use in office hours is equal for all incomes, high incomes work more on the phone outside office hours

During a typical working week, how often, if at all, do you use your phone?


Source: Deloitte Global Mobile Consumer Survey 2017, NL edition and Gemiddeld-Inkomen.nl (2017). Modaal Inkomen 2017Weighted Base: All respondents currently employed (n=1418)

52

16%

21%

27%

42%

44%

45%

41%

35%

28%

Often Occasionally Never

Below modal income

Modal income

Above modal income

..for business purposes outside of your normal working hours

Since January 2017, French people have the right to leave any work related digital communication unnoticed outside of office hours. France is the first country to legally capture the right to be unavailable for work outside of office hours. Source: Arbo-Online (2017). Franse werknemer mag wettelijk offline

34%

31%

31%

56%

61%

62%

10%

8%

6%

..for personal purposes during your normal working hours

Consumers use their mobile phones throughout the day during a variety of activities and settings


Source: Deloitte Global Mobile Consumer Survey 2017, NL editionWeighted Base: All respondents who have a mobile phone (n=1908)

morning midday evening midnight

26% check phone 5 minutes before going to sleep

37% check phone in

middle of the night 31% check phone within

5 minutes of waking up

57% use phone while

using public transport

29% use phone during business meetings

78% use phone

while at work

40% use phone

while talking to friends

38% use phone when having

dinner with family

64% use phone

while watching TV

47% use phone

when on a night out

Consumers also use their phone in traffic; on average, 34% does so while driving, and even 51% for ages 25-34

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


Source: Deloitte Global Mobile Consumer Survey 2017, NL editionWeighted Base: All respondents who have a mobile phone (n=1908). Including all activities

54

Walking on the street: 80%

Crossing the street: 30%

Driving: 34%

30%51% 45%

31%21%

70%49% 55%

69%79%

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

No Yes

While driving / age group

Consumers use self-paced communication methods more often than real-time ways of communicating

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



Note: self-paced- & real-time communication can also be referred to as asynchronous & synchronous communication respectively

88%

76%

69%

35%

Instant messaging

Emails

Social network

Text messages

Self-paced communication

72%

30%

14%

13%

Voice calls

VoIP

Video Calls

Group Video Calls

Real-timecommunication

Weekly usage

INFO BOX

WhatsApp launched (video) calling in its

app in November 2016. Compared to last

year’s GMCS, there is a significant increase

in VoIP (20% in 2016) but no major

increase in video calls (10% in 2016)

Source: Deloitte (2016, 2017). Global Mobile Consumer Survey 2016 and 2017.

On average, WhatsApp is used by 81% of respondents on a daily basis, compared to only 9% for Snapchat

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


81%

22%

12%

9%

WhatsApp

Facebook messenger

SMS

Snapchat

56

Source: Deloitte Global Mobile Consumer Survey 2016 - 2017, NL editionWeighted Base: All respondents who have a smartphone (n=1796)

Although Snapchat is lagging in average daily use, it is particularly popular among the youngest group of adults

Do you use Snapchat on a daily base on your mobile phone?


38%

12%

2% 2% 2%

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

Of the entire 18-24 age group,

10% even uses Snapchat at least

once an hour. This is on average

just 0,5% for all other age groups

Yes, I use Snapchat on a daily basis


Younger smartphone users are more likely to exceed their monthly data allowance than older users

How often do you go over your mobile data allowance?


Source: Deloitte Global Mobile Consumer Survey 2017, NL editionWeighted Base: All respondents who have a subscription with data allowance (n=1284)

58

12% 17%22%

23%27%

17%26%

21%

18%17%

24%31% 26%

9% 9%

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

Often

Occasionally

Never

The Privacy Paradox

With the upcoming ‘Sleepwet’ referendum for the proposed

law that gives government agencies easier access to

personal data, the Dutch have signalled the importance of

privacy and utilization of personal data.

Meanwhile, our research shows that users have no qualms

sharing their personal data when using their phones or

using their fingerprints for authentication and authorization

purposes. Not only do consumers register their fingerprints

to unlock their devices, they also use the fingerprint reader

to authorize payments and purchases. In fact, of the 31

countries contributing to the Global Mobile Consumer

Survey, the Dutch rank second.

Interestingly, the majority of the surveyed consumers

believes their personal data is being used by the companies

they interact with for commercial reasons. They believe their

data is either being used by that same company, or even

shared with third parties. But most users do not seem to

know what exactly happens with their data, as 57% of

respondents (almost) always accepts the terms and

conditions without reading them.

Fingerprints are gaining popularity for authentication & authorization

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

phone, authorizing mobile payments or other transactions?



60

+7

69%

20%

68%

27%

PIN or password authentication Fingerprint recognition

2016 2017

93%

42%37%

21%

Uses fingerprint for that activity

Of consumers that use their fingerprint reader, 93% does so to unlock their device and 42% to authorize payments

How do you use your fingerprint reader?


Source: Deloitte Global Mobile Consumer Survey 2017, NL edition and global data aggregationWeighted Base: All respondents who have used fingerprint recognition on their smartphone (n=481)

To authorize money transfers

To log in to apps

To authorize payments/purchases

To unlock my device

INFO BOX

In the Global Mobile Consumer Survey sample, the Netherlands ranks second in usage of fingerprints to authorize payments & purchases, being outperformed only by China

Source: Deloitte (2017). Global Mobile Consumer Survey 2017 global data aggregation.

A majority believes their data is being used by companies they interact with or is shared with third parties


Source: Deloitte Global Mobile Consumer Survey 2017, NL editionWeighted Base: Q68A: All respondents excluding don’t know answers (n=1569) & Q68B: All respondents excluding don’t know answers (n=1413)

62

Do you believe the companies you interact with online use your personal data?

Do you believe the companies you interact with online share your data with third

parties?

92% 85%Believes personal

data is usedBelieves personal

data is shared with third parties

In March 2017, a reporter of the Guardian requested access to her personal data from popular dating app Tinder, under the EU data protection law. The result was an 800 page document containing information about her, such as when and where the app was used, education and age-rank of interest, but also third party data such as number of Facebook friends and likes or links to Instagram photos

Source: The Guardian (2017). I asked Tinder for my data. It sent me 800 pages of my deepest, darkest secrets. Retrieved from:https://www.theguardian.com/technology/2017/sep/26/tinder-personal-data-dating-app-messages-hacked-sold

However, 57% of respondents accepts 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 2017, NL editionWeighted Base: All respondents excluding don’t know answers (n=1731)

6% 11% 26% 57%

Never accept

without reading

Hardly ever accept

without reading

Sometimes accept

without reading

(Almost) always accept

without reading

Contact


Joël van Veen

Sr. Consultant | Deloitte TMT Risk

[email protected]

+31 6 8333 0394

Remco Gaykema

Manager | Deloitte Digital

[email protected]

+31 6 5359 8479

Dirk Reuser

Manager | Deloitte Digital

[email protected]

+31 6 8201 9345

Marc Beijn

Director | Deloitte Digital

[email protected]

+31 6 8201 9400

Patrick Steemers

Partner | Segment Lead Telecom

[email protected]

+31 6 8201 9347

Erik Bookholt

Sr. Consultant | Tech. Strategy & Architecture

[email protected]

+31 6 8201 2578

Mike Odenhoven

Business Analyst | Deloitte Digital

[email protected]

+31 6 1337 5561

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Download - Global Mobile Consumer Survey 2017 - Deloitte US · Global Mobile Consumer Survey 2017 Welcome to the Dutch edition of the 2017 Global Mobile Consumer Survey, Deloitte’s research

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