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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

    out