Sanoma Proprietary

Research, February 2016

Smartphone

& Tablet

Penetration

WE LIVE IN A MOBILE WORLD we often hear.

“

“

But how true is this for BELGIUM ?

Methodology

Research sample

Methodology

Representative for

national population 15+

Persephone monitor

Field work: 01/02/2016 –

26/02/2016

What is mobile ?

Research

Findings

TABLET

+ SMARTPHONE

Research

Findings

53% of the population 15+ uses a smartphone in the North.

The penetration is relatively higher:

- for men

- for younger people

- for higher social groups

53,1

60,1

46,9

81,2

83,9

68,9

54,6

38,2

14,4

73,1

61,5

46,1

28,0

0 20 40 60 80 100

Total

Men

Women

15-24

25-34

35-44

45-54

55-64

65+

1-2

3-4

5-6

7-8

Total

46,9

80,8

79,4

67,8

47,9

29,5

11,7

69,9

55,4

42,2

23,3

0 20 40 60 80 100

Women

15-24

25-34

35-44

45-54

55-64

65+

1-2

3-4

5-6

7-8

Women

60,1

81,5

89,1

69,9

61,1

48,8

18,8

76,0

67,3

50,7

35,7

0 20 40 60 80 100

Men

15-24

25-34

35-44

45-54

55-64

65+

1-2

3-4

5-6

7-8

Men

GENDER

AGE

SOCIAL

GROUPS

Research

Findings In the South the smartphone penetration

amounts to 52%

Besides, the same socio-demographical

differences can be observed

52,0

59,0

45,6

88,3

75,8

60,5

50,3

31,8

13,7

69,3

59,9

43,3

34,1

0 20 40 60 80 100

Total

Men

Women

15-24

25-34

35-44

45-54

55-64

65+

1-2

3-4

5-6

7-8

Total

45,6

88,7

73,1

52,6

39,2

23,8

8,7

62,7

54,6

38,5

27,3

0 20 40 60 80 100

Women

15-24

25-34

35-44

45-54

55-64

65+

1-2

3-4

5-6

7-8

Women

59,0

87,8

78,2

69,2

61,7

39,5

20,4

76,1

65,6

47,4

43,8

0 20 40 60 80 100

Men

15-24

25-34

35-44

45-54

55-64

65+

1-2

3-4

5-6

7-8

Men

GENDER

AGE

SOCIAL

GROUPS

Research

Findings In the North, Samsung remains the most popular

smartphone brand, followed by Apple

Apple remains relatively more popular

among younger people

Samsung

Apple

Nokia

Sony

HTC

LG

Acer

Other

Huawei

Motorola

35,9

32,1

8,7

5,6

4,8

2,2

1,8

1,7 1,3

5,8

Totaal

32,2

32,3

6,7

6,4

7,0

3,7 2,1

1,5 2,1

5,9

Men

40,1

31,9

11,0

4,6 2,3

,6

1,4

2,0

,5

5,7

Women

33,9

36,9

8,3

2,1

6,2

2,2 2,4

1,4 ,7

5,8

15-35

36,1

33,2

8,6

6,0

4,1

1,4 1,0 3,0

1,8

4,8

36-50

39,3

21,3

9,7

11,6

3,2

3,6 1,7 ,4

1,9

7,3

50+

Research

Findings In the South, similar tendencies can be observed

Besides, the brands slightly differ

39,1

31,1

6,1

5,1

8,0

1,2

2,4

1,1 1,1 4,0

Totaal

38,5

28,4

8,9

6,1

5,1

1,6 1,9

2,6

1,0

4,8

Men

39,7

34,4

6,0

5,1 6,9

0,8

2,2 ,1

1,3 2,9

Women

38,2

32,9

4,6

4,7

11,1

0,3 ,3

1,5

0,8

5,1

15-35

35,7

35,1

7,2

4,0

3,8

3,1

1,2 4,5

2,5 1,8

36-50

46,8

19,8

7,7

8,1

7,2

0,4

1,6

0,9 1,3

4,8

50+

Samsung

Apple

Nokia

Sony

HTC

Acer

Huawei

Other

Wiko

Microsoft

Research

Findings In terms of operating systems, Android clearly

occupies the 1st place in the North

(with more than 50% in all groups)

iOS and Windows rank 2nd and 3rd respectively

53,2 32,2

10,1

,8

3,8 Totaal

Android

iOS

Windows

Other

Don’t know

55,4 32,4

9,1

,7

2,4 Men

50,6

31,9

11,1

,8

5,5

Women

57,3

36,9

4,2 0,9 0,6 15-35

50,6

33,3

10,4

0,8

4,9

36-50

49,3

21,3

20,7

,4 8,3

50+

Research

Findings In the South, the same trends are present

and even more pronounced, as could be predicted

based on the most popular brands

52,6 31,1

10,3

5,8

Totaal

Android

iOS

Windows

Other

Don’t know

55,6 28,4

10,0

5,6

Men

49,0

34,4

10,6

0,0

6,1

Women

55,0 32,9

6,5 5,2

15-35

49,6

35,1

12,5

2,9 36-50

51,6

19,8

16,0

12,5

50+

Research

Findings

Both in the North and in the South, respondents

access internet on their smartphone predominantly

via a subscription including mobile data

In the South, merely using WiFi and never

paying for internet is also popular

18,8

71,2

5,9

2,4 Totaal

17,5

72,2

5,8

2,4 Men

20,2

70,0

6,1

2,4 Women

30,6

61,6

5,0

1,5 Total

31,7

60,1

4,4 2,4 Men

29,4

63,3

5,6

0,4 Women

You only use WiFi and

never pay for internet

You have a subscription

including mobile data

You have a prepaid card

including mobile data

You pay per usage,

you pay for internet,

only when you need it

Synthesis

on

smartphone

usage

12

Average smartphone penetration is 53%

Samsung remains the most popular brand

Android remains the most popular OS

Internet is mostly accessed via a

subscription

Research

Findings

38% of the population 15+ uses a tablet in the North

The penetration is relatively higher for younger people

and higher social groups

However, there is no age difference

38,3

38,0

38,5

41,3

56,4

52,5

44,1

29,8

20,7

50,8

41,6

35,7

22,9

0 20 40 60 80 100

Total

Men

Women

15-24

25-34

35-44

45-54

55-64

65+

1-2

3-4

5-6

7-8

Total

38,5

41,3

56,4

52,5

44,1

29,8

20,7

49,2

44,4

41,8

21,5

0 20 40 60 80 100

Women

15-24

25-34

35-44

45-54

55-64

65+

1-2

3-4

5-6

7-8

Women

38,0

43,4

38,5

46,3

41,9

34,5

22,4

52,3

38,8

28,6

25,2

0 20 40 60 80 100

Men

15-24

25-34

35-44

45-54

55-64

65+

1-2

3-4

5-6

7-8

Men

GENDER

AGE

SOCIAL

GROUPS

Research

Findings In the South the tablet penetration is with 29% a bit lower

Besides, the same socio-demographical

tendencies can be observed

29,2

27,6

30,8

30,6

37,1

35,7

38,3

24,1

10,5

40,3

34,1

26,1

15,6

0 20 40 60 80 100

Total

Men

Women

15-24

25-34

35-44

45-54

55-64

65+

1-2

3-4

5-6

7-8

Total

30,8

35,9

47,4

37,6

36,6

22,1

9,8

46,1

33,8

31,4

13,9

0 20 40 60 80 100

Women

15-24

25-34

35-44

45-54

55-64

65+

1-2

3-4

5-6

7-8

Women

27,6

23,8

28,0

33,6

40,1

26,0

11,4

34,3

34,4

21,6

18,0

0 20 40 60 80 100

Men

15-24

25-34

35-44

45-54

55-64

65+

1-2

3-4

5-6

7-8

Men

GENDER

AGE

SOCIAL

GROUPS

Research

Findings

In the North, 50% of the respondents

uses their tablet daily

Women use their tablet more frequently then men

Also youngsters use their tablet relatively more frequently

11,0

8,0

13,0

13,0

11,0

8,0

39,0

40,0

39,0

37,0

41,0

40,0

29,0

32,0

26,0

34,0

27,0

25,0

8,0

8,0

7,0

8,0

9,0

5,0

13,0

12,0

15,0

9,0

11,0

21,0

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Total

Men

Women

.

15-35

36-50

50+

How often do you use your tablet?

Max. 2 hrs / day

Min. 3 hrs / day Multiple times / week

Multiple times / month

Less often

GENDER

AGE

Research

Findings

14,0

15,0

14,0

13,0

15,0

14,0

31,0

36,0

27,0

27,0

34,0

33,0

34,0

32,0

27,0

37,0

40,0

30,0

26,0

11,0

10,0

11,0

11,0

8,0

13,0

10,0

9,0

11,0

6,0

12,0

12,0

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Total

Men

Women

.

15-35

36-50

50+

How often do you use your tablet?

Max. 2 hrs / day

Min. 3 hrs / day Multiple times / week

Multiple times / month

Less often

GENDER

AGE

In the South tablet usage is lower: only 35% of the

respondents use their tablet daily

The tablet usage is higher for women than for men

Research

Findings In the North, the iPad remains dominant

with a market share of more than 50%

Apple is relatively more popular among youngsters,

as it was for smartphones

52,4 30,5

1,6

2,6 1,4

1,0

6,1

Totaal

Medion

49,5

30,6

1,8 3,3

2,0 ,7

8,2

Men

54,9 30,4

1,5

2,0

0,8 1,2

4,3

Women

54,9 27,9

1,5 1,9

1,4 ,5

8,1

15-35

54,6 29,4

0,3

3,4

0,7 0,9

6,1

36-50

47,3

34,4

3,3 2,5

2,2 1,5

4,2

50+

Samsung

Apple

Acer

Asus

Other

Lenovo

Research

Findings In the South, Apple also occupies the first place,

but the difference with Samsung is smaller

Besides, the brands slightly differ (Sony)

42,0

35,3

3,6

2,3

2,4 9,9

Totaal

42,6

31,0

4,5

4,1

3,2 11,4

Men

41,5

38,8

2,8 0,9

1,6

8,7

Women

44,0

36,1

1,5

1,3 1,1 13,5

15-35

46,5

33,2

4,5

2,2

1,9

7,5

36-50

32,6

37,2

5,2

4,0

4,8 8,5

50+

Samsung

Apple

Acer

Asus

Medion

Other

Research

Findings In line with Apple’s market share in terms of devices,

iOS is the dominant operating system in the North

1 in 3 tablets run on Android

52,4 34,2

10,2

3,1 Totaal

iOS

Android

Windows

Don’t know

49,5

35,3

12,5

2,4 Men

54,9 33,2

8,2

3,7 Women

54,9 36,5

7,4

1,2 15-35

54,6 34,3

8,2

2,9 36-50

47,3

31,5

15,5

5,2

50+

Research

Findings In the South, the same trends are present

and even more pronounced,

just like in the smartphones market

42,1

40,3

14,3

3,3 Totaal

42,6

44,1

11,6

1,8 Men

41,7

37,2

16,6

4,5 Women

44,0

40,3

14,9

0,8 15-35

46,8

40,0

9,6

3,6 36-50

32,6

40,8

20,3

6,2

50+

iOS

Android

Windows

Don’t know

Research

Findings Both in the North and in the South, respondents

access internet on their tablet predominantly

via WiFi, without ever paying for it

A subscription including mobile data ranks 2nd

69,5

27,2

,3 1,9 Totaal

73,4

24,1

,7 1,1 Men

66,1

30,0

2,6 Women

76,9

21,4

1,0 Total

78,4

20,0

Men

75,6

22,5

1,8 Women

You only use WiFi and

never pay for internet

You have a subscription

including mobile data

You have a prepaid card

including mobile data

You pay per usage, only

when you need internet,

you pay for it

Synthesis

on

tablet

usage

Average tablet penetration is 38% in the

North and 29% in the South

50% of respondents in the North use their

tablet daily, 45% in the South

Apple remains the most popular brand

iOS remains the most popular OS

Internet is mostly accessed via WiFi