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  • Global Mobile Consumer Survey 2017The Netherlands

  • Global Mobile Consumer Survey 2017

    Welcome to the Dutch edition of the 2017 Global Mobile Consumer Survey, Deloittes 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 years

    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

  • The Speed Game Slows Down

    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 years 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 years 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 doesnt 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.

    Smartphone: Jack of all Trades

    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.

    Deloitte Global Mobile Consumer Survey 2017 The Netherlands 7

  • Watch out: Smombies!

    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.

    Deloitte Global Mobile Consumer Survey 2017 The Netherlands8

  • The Speed Game Slows Down

    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

    years 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 years 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 dont 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

    Is your mobile on a 4G network?

    Deloitte Global Mobile Consumer Survey 2017 The Netherlands 11

    Source: Deloitte Global Mobile Consumer Survey 2017, NL editionWeighted Base: All respondents owning a phone or a smartphone, excluding dont know answers (n=1692)

  • Majority of Dutch prepaid users are not on 4G

    Is your mobile on a 4G network?

    Deloitte Global Mobile Consumer Survey 2017 The Netherlands

    *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 dont 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%

    Post-paid (43%)Prepaid (57%)

    9% 14% 60% 17%

    Post-paid (77%)Prepaid (23%)

    17% 11% 48% 23%

    Post-paid (72%)Prepaid (28%)

    19% 25% 46% 10%

    Post-paid (56%)Prepaid (44%)

    27% 35% 23% 15%

    Post-paid (38%)Prepaid (62%)

    4% 4% 74% 18%

    Post-paid (92%)Prepaid (8%)

    5% 9% 77% 8%

    Post-paid (86%)*Prepaid (14%)

    15% 9% 59% 16%

    Post-paid (76%)*Prepaid (24%)

    3% 13 68% 16%

    Post-paid (84%)Prepaid (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)

    Deloitte Global Mobile Consumer Survey 2017 The Netherlands 13

    Source: Deloitte Global Mobile Consumer Survey 2016 & 2017, NL editionWeighted Base: All respondents owning a phone or a smartphone, excluding dont 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 years 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?

    Deloitte Global Mobile Consumer Survey 2017 The Netherlands 15

    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?

    Deloitte Global Mobile Consumer Survey 2017 The Netherlands

    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?

    Deloitte Global Mobile Consumer Survey 2017 The Netherlands 17

    Source: Deloitte Global Mobile Consumer Survey 2017, NL editionWeighted Base: All respondents owning a phone or a smartphone, excluding dont know answers (n=1827)

    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)

    Deloitte Global Mobile Consumer Survey 2017 The Netherlands

    Source: Deloitte Global Mobile Consumer Survey 2016 & 2017, NL editionWeighted Base: All respondents owning a phone or a smartphone, excluding dont 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?

    Deloitte Global Mobile Consumer Survey 2017 The Netherlands 19

    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 dont 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

    Deloitte Global Mobile Consumer Survey 2017 The Netherlands

    Source: Deloitte Global Mobile Consumer Survey 2013 - 2017, NL editionWeighted Base: All respondents owning a phone or a smartphone, excluding dont 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)

    Deloitte Global Mobile Consumer Survey 2017 The Netherlands 21

    Source: Deloitte Global Mobile Consumer Survey 2017, NL editionWeighted Base: All respondents owning a phone or a smartphone, excluding dont know answers (n=1827)

    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

    doesnt 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 years 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

    Deloitte Global Mobile Consumer Survey 2017 The Netherlands 23

    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

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

    Deloitte Global Mobile Consumer Survey 2017 The Netherlands

    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

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

    Deloitte Global Mobile Consumer Survey 2017 The Netherlands 25

    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

    Deloitte Global Mobile Consumer Survey 2017 The Netherlands

    Source: Deloitte Global Mobile Consumer Survey 2014 & 2017, NL editionWeighted Base: All respondents owning a smartphone older than 55, excluding dont 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)

    Deloitte Global Mobile Consumer Survey 2017 The Netherlands 27

    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

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

    Smartphone market share

    Deloitte Global Mobile Consumer Survey 2017 The Netherlands 29

    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?

    Deloitte Global Mobile Consumer Survey 2017 The Netherlands

    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?

    Deloitte Global Mobile Consumer Survey 2017 The Netherlands 31

    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

    Deloitte Global Mobile Consumer Survey 2017 The Netherlands

    Source: Deloitte Global Mobile Consumer Survey 2017, NL editionWeighted Base: All respondents owning a phone or a smartphone, excluding dont know answers (n=1898) & all respondents owning a used/refurbished brand phone, excluding dont 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?

    Deloitte Global Mobile Consumer Survey 2017 The Netherlands 33

    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

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

    Deloitte Global Mobile Consumer Survey 2017 The Netherlands

    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

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

    Virtual Reality Headset

    Deloitte Global Mobile Consumer Survey 2017 The Netherlands 35

    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

  • Smartphone: Jack of all Trades

    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?

    Deloitte Global Mobile Consumer Survey 2017 The Netherlands 37

    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?

    Deloitte Global Mobile Consumer Survey 2017 The Netherlands

    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

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

    Deloitte Global Mobile Consumer Survey 2017 The Netherlands 39

    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

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

    Deloitte Global Mobile Consumer Survey 2017 The Netherlands

    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?

    Deloitte Global Mobile Consumer Survey 2017 The Netherlands 41

    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%

    Deloitte Global Mobile Consumer Survey 2017 The Netherlands42

  • 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?

    Deloitte Global Mobile Consumer Survey 2017 The Netherlands 43

    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?

    Deloitte Global Mobile Consumer Survey 2017 The Netherlands

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

    44

    +9

    +9

  • Watch out: Smombies!

    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?

    Deloitte Global Mobile Consumer Survey 2017 The Netherlands

    Source: Deloitte Global Mobile Consumer Survey 2017, NL edition Weighted Base: All respondents owning a phone or a smartphone, excluding dont 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?

    Deloitte Global Mobile Consumer Survey 2017 The Netherlands 47

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

    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?

    Deloitte Global Mobile Consumer Survey 2017 The Netherlands

    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?

    Deloitte Global Mobile Consumer Survey 2017 The Netherlands 49

    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?

    Deloitte Global Mobile Consumer Survey 2017 The Netherlands

    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?

    Deloitte Global Mobile Consumer Survey 2017 The Netherlands 51

    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?

    Deloitte Global Mobile Consumer Survey 2017 The Netherlands

    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

    Deloitte Global Mobile Consumer Survey 2017 The Netherlands 53

    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?

    Deloitte Global Mobile Consumer Survey 2017 The Netherlands

    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?

    Deloitte Global Mobile Consumer Survey 2017 The Netherlands 55

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

    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

    years 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?

    Deloitte Global Mobile Consumer Survey 2017 The Netherlands

    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?

    Deloitte Global Mobile Consumer Survey 2017 The Netherlands 57

    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

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

  • 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?

    Deloitte Global Mobile Consumer Survey 2017 The Netherlands

    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?

    Deloitte Global Mobile Consumer Survey 2017 The Netherlands

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

    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?

    Deloitte Global Mobile Consumer Survey 2017 The Netherlands 61

    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

    Deloitte Global Mobile Consumer Survey 2017 The Netherlands

    Source: Deloitte Global Mobile Consumer Survey 2017, NL editionWeighted Base: Q68A: All respondents excluding dont know answers (n=1569) & Q68B: All respondents excluding dont 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?

    Deloitte Global Mobile Consumer Survey 2017 The Netherlands 63

    Source: Deloitte Global Mobile Consumer Survey 2017, NL editionWeighted Base: All respondents excluding dont 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

  • Deloitte Global Mobile Consumer Survey 2017 The Netherlands 65

    Jol van Veen

    Sr. Consultant | Deloitte TMT Risk

    jvanveen@deloitte.nl

    +31 6 8333 0394

    Remco Gaykema

    Manager | Deloitte Digital

    rgaykema@deloitte.nl

    +31 6 5359 8479

    Dirk Reuser

    Manager | Deloitte Digital

    dreuser@deloitte.nl

    +31 6 8201 9345

    Marc Beijn

    Director | Deloitte Digital

    mbeijn@deloitte.nl

    +31 6 8201 9400

    Patrick Steemers

    Partner | Segment Lead Telecom

    psteemers@deloitte.nl

    +31 6 8201 9347

    Erik Bookholt

    Sr. Consultant | Tech. Strategy & Architecture

    ebookholt@deloitte.nl

    +31 6 8201 2578

    Mike Odenhoven

    Business Analyst | Deloitte Digital

    modenhoven@deloitte.nl

    +31 6 1337 5561

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