Global Mobile Consumer Survey 2016 The Netherlands
Global Mobile Consumer Survey 2016 Welcome to the Dutch edition of the 2016 Deloitte Global Mobile Consumer Survey, our research study into global mobile consumer trends. This “Dutch cut” outlines the details around connectivity, device ownership, smartphone addiction, smartphone usage and emerging technologies. 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.
The question rises what Dutch consumers use their smartphones for - for social networks, gaming, checking their e-mails, mobile banking, or all of the above? And are they prepared for a future in which connected devices – the Internet of Things – will become common usage? 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.
So what makes Dutch consumers tick, according to this year’s “Dutch Cut”? Is it quality or price? And is SIM only penetration still spreading rapidly? And what about device ownership? Have smartphone penetration and tablet and laptop ownership increased again? In fact, the Netherlands is among the leading countries in the field of smartphone penetration. The Dutch have even grown a little addicted to using their phones around the clock, responding to messages in the middle of the night. Deloitte - Global Mobile Consumer Survey 2016 - NL Edition
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Global Mobile Consumer Survey 2016 5 continents, 31 countries, 53,000 respondents
Norway
Russia
Sweden United Kingdom Ireland Belgium
Canada
France United States
Finland
Netherlands Poland Germany Luxembourg Italy
China
Israel
Mexico
Saudi Arabia
South Korea
Japan
India Thailand
Philippines
Malaysia Singapore
Colombia
Indonesia
The Netherlands 3,000 Respondents Nationally representative Adults 18-75 Online polling
Brazil
Australia
Argentina
Deloitte - Global Mobile Consumer Survey 2016 - NL Edition
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Contents
Executive Summary
6
The Speed Game
8
Smartphone Society
24
Addiction Around The Clock
38
The Device of Unlimited Opportunities
46
The Future Starts Tomorrow (Not Today)
56
Contact
62
Executive Summary (1/2) The Speed Game
Smartphone Society
The Dutch are well connected – and they like speed. In fact, 4G technology is now used by over half of all the Dutch. Those who use 4G perceive it to be faster than Wi-Fi, especially in rural areas. They are also more likely to recommend their operator than customers on 3G technology.
The Dutch are growing more and more fond of their smartphones. In fact, the Netherlands is among the leading countries when it comes to smartphone penetration. This penetration is still increasing, mainly driven by the 19% year-on-year growth in the 55+ age segment. On the other hand, tablet and laptop ownership has stabilized.
However, even though the speed and quality of a mobile connection are important to the Dutch, their most important criterion for choosing an operator remains pricing. How very Dutch. This is especially true for customers of MVNOs and MNO sub-brands. These customers are more likely to recommend their operator to others than MNO customers. A trend which is also reflected in the shift in market share. MVNOs and MNO sub-brands are gaining market share at the cost of MNOs.
How do Dutch consumers obtain their smartphones? In nearly half the cases they purchase them online. When it comes to purchasing a brand new model, Apple users are most likely to purchase it immediately after release. Apple can also claim the highest market share in the corporate smartphone market and in brand loyalty of their customers. However, market share of new devices is still highest for Samsung, as well as the total market share.
The growth of SIM only, which was significant last year, is more moderate now. Of all mobile customers, 42% is now on a SIM only contract. Consumers mainly use mobile voice and data. Interest in other services is low, with only 13% of consumers having Value Added Services (such as music streaming services) from their mobile operator and only 35% of consumers buying their fixed services. Also, voice and SMS services are rapidly declining, in favor of mobile VoIP.
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Executive Summary (2/2) Addiction Around The Clock
The Future Starts Tomorrow (Not Today)
Not only has smartphone penetration increased – so has smartphone usage. Consumers prefer a tablet for most activities, but they have grown accustomed to using their phones around the clock for a variety of activities. Some of them even respond to messages in the middle of the night. 31% of all respondents have had arguments about their phone usage, especially with their significant other. Phone usage at night is highest among 18 – 24 year olds: 54% check their phone when they should be sleeping.
When it comes to technologies such as the Internet of Things, consumers seem a little cautious. Connected devices are still a niche market for consumers. Even though 50% has a connected device, these are mostly entertainment products and only 10% considers to purchase connected products in the coming year. Virtual Reality device adoption is also low, especially considering the amount of low-end, cardboard, products. Apparently, the future starts tomorrow for most consumers - not today.
The Device Of Unlimited Opportunities One of the activities for which smartphones are used, is sharing and recording photos and videos, especially when consumers have access to 4G technology. Also, smartphones are preferred for social networking – and increasingly for mobile banking. When it comes to commercial activities, consumers mostly surf shopping sites and pay for products on smartphones. 43% of respondents have used their phone to transfer money to another individual. In fact, the Netherlands has become one of the leading countries in the field of mobile banking. However, security is still an issue, with 26% of people not having a security measure in place to lock their phone. Fingerprint readers are used by 68% of consumers who have one on their phone. Deloitte - Global Mobile Consumer Survey 2016 - NL Edition
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The Speed Game
The name of the game is speed, and this seems especially true for smartphone users. This year, adoption of 4G has reached nearly 55%. Even though this is an increase of 51% since last year, the Netherlands lost its top 3 position in Europe in terms of adoption. Our analysis shows that consumers also perceive 4G to be faster than Wi-Fi, whether they are out and about or at home. We see that this perception of speed is especially higher in rural areas. The perception and availability of speed is also reflected in operator appreciation, as consumers with a 4G connection tend to give their mobile operator a higher Net Promoter Score (NPS) than 3G users. When looking at operators’ NPS, our research shows that consumers score MVNOs higher than MNOs or their sub-brands.
Similar to last year, MNOs continue to lose market share, predominantly to their sub-brands. We see that SIM only penetration continues to grow for the third year in a row, although growth seems to slow down this year. Our research also shows that consumers’ choice for an operator is still mainly driven by price. Even though this is especially true for MVNO and MNO sub-brand subscribers, price is also an important consideration for MNO subscribers, next to a good
connection quality and sufficient product differentiation. This year’s research also shows a decline in consumers’ use of traditional telecommunication services such as traditional voice and SMS. As much as 39% of respondents indicate that they have used mobile VoIP and the majority of this group is using VoIP more often than before. Furthermore, instant messages and e-mail are still growing, though growth seems to slow down. Looking at online preferred communications services, analysis shows that two-thirds of our top 6 channels are owned by Facebook.
An increasing amount of consumers use 4G in the Netherlands, reaching nearly 55% penetration in 2016 Is your mobile on a 4G network? 78% 75%
+51% 59%
55%
54%
.
53%
53%
50%
50%
46%
.
25%
N/A
0% Norway
France
Italy
United Kingdom 2014
Netherlands
2015
Belgium
Finland
Germany
2016
Source: Deloitte Global Mobile Consumer Survey 2014 - 2016, NL edition and global data aggregation
Weighted Base: All respondents owning a phone or a smartphone, excluding don’t know answers
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Users perceive 4G to be faster than Wi-Fi, especially in rural areas How do the 4G speeds on your phone compare with Wi-Fi speeds in the following places?
Home
24%
How do the 4G speeds on your phone compare with Wi-Fi speeds at home?
37% Urban
Commuting
25%
When out and about
20%
Work or Study
22%
24%
36%
53%
55%
4G speeds are slower
Rural
18%
46%
41% Speed is about the same
4G Speeds are faster
Source: Deloitte Global Mobile Consumer Survey 2016, NL edition, Deloitte Analysis
Weighted Base: All respondents with 4G and Wi-Fi (n= 850)
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Smartphone users with access to 4G also record and share more photos/videos online than non-4G users An explanation for this uptake
Do you use your smartphone to record photos or videos, or to upload those online?
could be that 4G users often have access to newer or more
70%
62%
high-end devices which are
more capable of recording and
39%
uploading photos and videos
30% 17%
15% 8%
Take photos
Share photos online
4G Subscribers
Record videos
12%
Share videos online
Non-4G subscribers
Source: Deloitte Global Mobile Consumer Survey 2016, NL edition, Deloitte Analysis
Weighted Base: All respondents who have a smartphone (n=2618)
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Consumers using 4G are more likely to recommend their operators than 3G consumers How likely would you be to recommend your provider to a friend, colleague or relative? (3G vs 4G) Net Promotor Score -3
+5
Very likely
20%
10 9 8 7 6 5 4 3 2 1 0
23%
57%
NPS score calculation
Promoters Passive
Detractors
59%
Not likely
23%
18%
Net Promotor Score = % Promotors - % Detractors
3G
4G
Source: Deloitte Global Mobile Consumer Survey 2016, NL edition, Deloitte Analysis
Weighted Base: All respondents who have a smartphone (n=2618)
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MVNOs have a slightly higher NPS than MNOs and their sub-brands How likely would you be to recommend your provider to a friend, colleague or relative? (NPS score) 35 30 25
NPS score
20 15 10 5
0 -5 -10 -15
MVNOs
MNO sub-brands
MNOs
Bubble size = Amount of respondents Source: Deloitte Global Mobile Consumer Survey 2016, NL edition, Deloitte Analysis
All respondents who have a phone or smartphone (n=2848)
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Mobile network operators’ regular offerings lose ground while their sub-brands gain market share Previous mobile network provider
22.5 %
KPN
23.3 %
Vodafone
20.9 %
T-Mobile
8.6 %
Telfort
5.1 %
Tele2
10.0 %
9.6 %
Current mobile network provider
Other MNO sub-brands
Other
KPN
21.0 %
Vodafone
17.7 %
T-Mobile
18.8 %
Telfort
9.4 %
Tele2
6.7 %
Other MNO 17.8 % sub-brands
Other
•
KPN (excluding sub-brands) decreased with 1.5%, losing most of its customers to Vodafone and T-Mobile
•
Vodafone decreased with 5.6%, losing most to various MNO sub-brands
•
T-Mobile decreased with 2.1%, losing most to various MNO sub-brands
•
Tele2 gained 1.6% by attracting customers from the three largest MNO’s
•
MNO sub-brands have seen a major growth of 8.6%. Of these sub-brands, hollandsnieuwe shows the largest growth (3.6%)
8.5 %
Source: Deloitte Global Mobile Consumer Survey 2016, NL edition, Deloitte Analysis
All respondents who have a phone or smartphone (n=2648)
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SIM only penetration has reached 42%, however growth seems to slow down Percentage of all phone users with SIM-only
16%
37%
42%
8%
2013
2014
2015
2016
Source: Deloitte Global Mobile Consumer Survey 2016, NL edition, Deloitte Analysis
All respondents who have a phone or smartphone (n=2848)
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Price remains the main reason for selecting a mobile operator, especially for MVNOs and MNO sub-brands MNO customers value connection quality
What is your main reason to select your current operator? 80%
76%
higher than other customers
60%
40%
32%
27%
32%
16%
20%
0% Price
Connection quality MNO
Service quality
MVNO
Product Differentiation
Other
MVNO subbrand
Source: Deloitte Global Mobile Consumer Survey 2016, NL edition, Deloitte Analysis
All respondents who have a phone or smartphone (n=2848)
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65% of consumers is not (yet) buying fixed services from their mobile operator How many services are you currently subscribed to at your mobile provider?
Which of the following services offered by your mobile operator would you like to have, that you are currently not subscribed to?
Quadplay 14%
TV
Broadband Internet
Fixed Voice
No Fixedline services 65% 1 or 2 Fixed services 21%
5%
5%
4%
Quad play is more likely to be provided by a fixed operator than by a mobile operator Source: Deloitte Global Mobile Consumer Survey 2016, NL edition, Deloitte Analysis
Weighted Base: Left: all respondents with phone at 4P Provider (KPN, Vodafone, Tele2, Ziggo (n=1351), Right: all respondents with phone at 4P provider without 4P subscription (n=1162)
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22% of consumers has Value Added Services from their mobile operator beyond their existing package Which, if any, of the following additional services are you using next to your existing package with your mobile operator? Either 1, 2 or 3 additional services 22%
78%
6%
Music streaming Services
4%
TV / Film Streaming services
13%
No additional services
Public Wi-Fi hotspots
Source: Deloitte Global Mobile Consumer Survey 2016, NL edition, Deloitte Analysis
All respondents who have a phone or smartphone (n=2848)
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This year’s data shows a rapid decline in voice calls and SMS messages Did you use any of the following services in the past 7 days? 100%
Instant messages
80%
Voice calls E-mail 60%
40%
SMS messages
20%
VoIP Video calls
0% 2014
2015
2016
Source: Deloitte Global Mobile Consumer Survey 2016, NL edition, Deloitte Analysis
Weighted Base: All respondents who have a smartphone (n=2618)
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39% of respondents have used mobile VoIP, the majority of which uses it more frequently than before Please indicate whether you have ever used voice calls using the internet (VoIP)
Please say whether you use VoIP more, less or about the same as you did 12 months ago?
Less frequent - 9% About the same - 37% Doesn't use VoIP – 61%
Uses VoIP – 39% More frequent - 54%
Source: Deloitte Global Mobile Consumer Survey 2016, NL edition, Deloitte Analysis
Weighted Base: All respondents who have a smartphone (n=2618)
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In our everyday communication, the majority of preferred online channels are owned by Facebook In addition to owning the majority of the social communication platforms,
Which apps do you use on your mobile for IM, social network or e-mails?
WhatsApp (Facebook) Personal e-mail
Facebook is increasingly
Facebook
used as an identification
Work e-mail
platform for logins of third party services
75% 53% 50% 21%
Facebook Messenger
18%
Instagram (Facebook)
12%
Twitter
11%
Snapchat
6%
iMessage
4%
Skype
3%
Telegram
2%
Source: Deloitte Global Mobile Consumer Survey 2016, NL edition, Deloitte Analysis
Weighted Base: All respondents who use IM, social networks or e-mail (n=2495)
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Smartphone Society
For years, smartphones have been steadily replacing our former regular or ‘dumb’ phones. Even though this adoption is still growing, we are now slowly seeing a plateau for smartphone ownership. This stabilization is already seen with tablets and laptops, the growth of which has come to a halt. Whilst a high smartphone adoption among younger age segments was already a fact, older generations have been quickly catching up during the last few years. This year we see that trend continuing with a 19% year-on-year growth over the last 2 years. However, when looking at device usage, this age group still has a lot of catching up to do. Over 40% uses their smartphone less than 10 times a day. Naturally we also further analyzed the smartphone market. We noticed that today, almost half of all smartphones is purchased online. As one might expect, this is mostly true for younger people and applies less to older generations. As in last year’s survey, we also looked into the 2nd hand market. We see that Apple and Samsung are equally dominating this market, with a joint market share of just under 80%. Looking at newly purchased devices, Samsung clearly has the biggest market share with 41%.
We also see that Apple users are most keen on buying the latest device. They are also still most loyal to the brand and their brand was rated with the highest net promoter score (NPS). On average, consumers give their new brand a lower NPS than their previous brand after having switched from Apple to Samsung or vice versa. This year we also investigated the balance between consumer and corporate device ownership. We see that whilst Samsung is dominating private ownership, Apple is clearly leading when it comes to smartphones provided by employers.
Smartphone penetration continues to increase, while tablet and laptop ownership have stabilized Which, if any, of the following devices do you own or have ready access to? 100% Smartphone Laptop Computer
75%
Tablet
50%
25%
eReader Standard mobile phone Smart Watch
0% 2013
2014
2015
2016
Source: Deloitte Global Mobile Consumer Survey 2016, NL edition, Deloitte Analysis Weighted Base: All Respondents (2016: n=3000; 2015:n=2000; 2014: n=2000; 2013: n=2009)
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With 87% smartphone penetration, the Netherlands is among the leading countries investigated Which, if any, of the following devices do you own or have ready access to? (% smartphone ownership per country) 91%
89%
88%
87%
86%
81%
Global (N=45000)
Norway (N=2000)
South Korea (N=2000)
Sweden (N=2000)
Netherlands (N=3000)
Ireland (N=1000)
85%
Italy (N=1000)
84%
Australia (N=2000)
83%
Poland (N=2000)
81%
United Kingdom (N=4000)
80%
Brazil (N=2000)
74%
Belgium (N=2000)
Source: Deloitte Global Mobile Consumer Survey 2016, NL edition and EU data aggregation
Weighted Base: All respondents who have a smartphone for all countries
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Smartphone penetration in the 55+ age segment is still growing strongly at 19% year-on-year growth Which, if any, of the following devices do you own or have ready access to? (smartphone, % per age category )
100%
+3%
+7%
+19%
75%
50%
25%
0% 18-34
35-54 2014
2015
55+ 2016
Source: Deloitte Global Mobile Consumer Survey 2016, NL edition, Deloitte Analysis
Weighted Base: All respondents who have a smartphone (n=2618)
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Despite smartphone adoption growth, device usage is still considerably lower for the 55+ age segment How many times would you estimate you look at your phone in a day?
100%
75%
50%
25%
41%
0% 18-24
25-34 Under 10 times
35-44 Between 10 and 50 times
45-54
55+
Over 50 times
Source: Deloitte Global Mobile Consumer Survey 2016, NL edition, Deloitte Analysis
Weighted Base: All respondents who have a smartphone (n=2618)
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Nearly half of all smartphones are bought online
Which, if any, of the following apply to how you got your current phone?
Average
45%
18-34
55%
35-54
55+
39%
34%
45%
31%
16%
36%
52%
11%
19%
17%
I purchased it online and had it delivered or picked it up in-store I purchased it in-store Other (e.g. leased it, ordered over the phone, received it from family / employer) Source: Deloitte Global Mobile Consumer Survey 2016, NL edition, Deloitte Analysis
Weighted Base: All respondents owning a phone or a smartphone (n=2836)
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Despite a lower market share in new devices, Apple is on par with Samsung in secondhand ownership When you got your current phone, was it new or second hand? (% ownership)
New 24%
41%
Secondhand 38%
Apple
37%
Samsung
35%
Other
26%
Source: Deloitte Global Mobile Consumer Survey 2016, NL edition, Deloitte Analysis Weighted Base: All respondents owning a phone or smartphone (n=2836)
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Apple users are most likely to buy the latest model directly when, or soon after it is launched Which of the following best describes your attitude towards new devices? (%) Apple I buy the latest devices as soon as they enter the market
Samsung
I tend to buy the latest devices if I really like them
42%
26%
Nokia
28%
Sony
31%
I buy devices after they've been out for a while I only replace devices when they go wrong or are broken Don't know
Huawei
LG
14%
26%
Source: Deloitte Global Mobile Consumer Survey 2016, NL edition, Deloitte Analysis
Weighted Base: All respondents, with a smartphone (n=2616)
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Apple has the highest Net Promoter Score of all smartphone manufacturers Dutch consumers rate
How likely would you be to recommend the brand of your current handset to a friend, colleague or relative? (NPS Score)
their devices lower compared to UK and US consumers1: Apple has a
Apple
40
Samsung
NPS of 63 in the US and
24
Sony
46 in the UK
20
Nokia
16
HTC
11
Huawei LG
9 -10
Source: Deloitte Global Mobile Consumer Survey 2016, NL edition, Deloitte Analysis Weighted Base: All respondents who have a smartphone(n=2618); Apple includes all iPhone models, Samsung includes all Galaxy models 1 https://www.thestreet.com/story/13095775/1/blackberry--who-knew--wins-most-improved-from-us-consumers.html
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Samsung has the biggest market share, Apple has the highest loyalty Previous phone brand
Current phone brand
35% Samsung
18%
Samsung 40%
Apple Apple
14%
Nokia
6%
HTC
5%
Sony
2%
Huawei
20%
Other
•
Samsung increased with 5%, attracting most of its customers from Nokia and smaller brands
•
Apple has seen a major increase with 9%, attracting most customers from Samsung
•
Nokia decreased with 7%, losing most to Samsung
•
HTC lost 3%, mostly by losing customers to Samsung
•
Sony remained at 5%, losing and attracting mostly Samsung customers
•
Huawei increased with 3%, attracting most of its customers from Samsung
•
Other brands have seen a decline of 7%, meaning the 6 major brands are growing their combined market share
27%
Nokia
7%
HTC
3%
Sony
5%
Huawei
5%
Other
13%
Source: Deloitte Global Mobile Consumer Survey 2016, NL edition, Deloitte Analysis All respondents who have a phone or smartphone or smartphone (n=2848)
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Consumers switching between Apple and Samsung give their new brand on average a lower NPS score After having switched, former Apple owners are
How likely would you be to recommend the brand of your current handset to a friend, colleague or relative? (NPS Score)
on average more negative about their
22
new Samsung phone than former Samsung
owners are about their new Apple device
52
30
28
Source: Deloitte Global Mobile Consumer Survey 2016, NL edition, Deloitte Analysis Weighted Base: All respondents with a smartphone, users switching from feature phones excluded (n=2405); Apple includes all iPhone models, Samsung includes all Galaxy models.
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The corporate market is headed by Apple while Samsung leads the consumer market How did you acquire your current smartphone? Acquired it myself
Provided by employer Apple
25%
47%
Samsung
47%
30%
Nokia
8%
17%
Sony
3%
5%
HTC
3%
5%
LG
1%
Huawei
0%
3%
7%
Source: Deloitte Global Mobile Consumer Survey 2016, NL edition, Deloitte Analysis Weighted Base: All respondents, owning selected brand smartphones (n=2537)
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Addiction around the clock
The high adoption of smartphones and their wide array of functionalities is also reflected in our daily use. Consumers nowadays use their smartphones practically anytime and for anything. Whether it is in the morning, right after we wake up or when we want to check our missed messages, or during the day, during meetings at the office or when we want to check our work e-mail. After work, we further pick up our smartphone activity when meeting up with friends and family. As much as 65% of consumers also uses their smartphone when watching television. This non-stop around the clock use also leads to arguments with our family. At least 31% of respondents indicated that they have had at least one argument about their smartphone usage. Even during the night, consumers do not cease their smartphone activities. Our analysis shows that 33% of respondents also use their smartphone in the middle of the night.
Consumers use their smartphone at night for a wide array of activities. Most of them, almost a quarter, say they use their phone to check the time. Some use it to read a book or to play a game. However we see that the most notable nightly activities are usually related to (social) interactions. Nocturnal use is especially high among younger generations. Over 54% in the age segment of 18 to 24 say they check their phone in the middle of the night. Of that group, 15% also replies to messages in the middle of the night.
Consumers have grown accustomed to using phones around the clock for a variety of activities 31%
47%
use smartphone when on a night out
check smartphone 5 minutes before going to sleep
65%
use smartphone while watching TV
33%
check smartphone in middle of the night
37%
use smartphone when having dinner with family
33%
38%
check smartphone within 5 minutes of waking up
use smartphone while talking to friends
33%
check social networks first after waking up
73% Source: Deloitte Global Mobile Consumer Survey 2016, NL edition, Deloitte Analysis
use smartphone for work e-mail
Weighted Base: All respondents who have a smartphone (n=2618)
Deloitte - Global Mobile Consumer Survey 2016 - NL Edition
33%
use smartphone during business meetings
82%
52%
use smartphone while using public transport
use smartphone while at work 40
31% of respondents have argued about phone usage with relatives, especially with their significant other Have you ever had arguments with relatives about your mobile phone use?
Do you have disagreements with one of the following people about your mobile phone use? (% of respondents that have arguments)
Spouse
24%
Parents 31%
14%
Housemates or friends
69%
12%
Siblings
10%
Grandparents
8%
Children
8%
Source: Deloitte Global Mobile Consumer Survey 2016, NL edition, Deloitte Analysis
All respondents who have a phone or smartphone or smartphone (n=2848)
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We don’t stop checking our phones when the lights go out; nocturnal notifications are the main culprit Which of the following activities do you do when checking your phone in the middle of the night?
Check the time
23%
Check social media notifications
9%
Check instant messages
8%
Read news
7%
Check for personal e-mails
7%
Respond to instant messages
5%
Check other apps
4%
Play games
4%
Read work e-mail
2%
Respond to personal e-mails
2%
Read a book
1%
Check games notifications
1%
Respond to work e-mail
1%
Source: Deloitte Global Mobile Consumer Survey 2016, NL edition, Deloitte Analysis
Weighted Base: All respondents who have a smartphone (n=2618)
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Interrupted sleep is highest among 18-24 year olds: 54% check their phone during the night Dutch people are less likely
Do you check your phone in the middle of the night? (% of yes answers, by age)
to check their phone in the middle of the night than
54%
other European citizens are; the Dutch average is
44% 33%
30%
only 33% compared to the
24% 17%
EU average of 39% Average
18-24
25-34
35-44
45-54
55+
Source: Deloitte Global Mobile Consumer Survey 2016, NL edition & EU aggregated data
Weighted Base: All respondents who have a smartphone (n=2618)
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A part of these interrupted sleepers even replies to messages in the middle of the night When checking your phone in the middle of the night, do you also respond to instant messages? (by age) 54% 44% 33%
30% 24% 17% 15%
Average
18-24
25-34
35-44
45-54
55+
Responds to instant messages in the middle of the night
Source: Deloitte Global Mobile Consumer Survey 2016, NL edition, Deloitte Analysis
Weighted Base: All respondents who have a smartphone (n=2618)
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The device of unlimited opportunities
Previous chapters show that consumers have access to a range of mobile devices and like to use these devices for a variety of activities throughout the day. Our analysis shows that consumers prefer to use a tablet when it comes to everyday activities such as watching TV or videos, playing games and searching or shopping online. However, when it comes to checking social networks, using VoIP or taking pictures, consumers have a strong preference for using their smartphone. Our research also focused on consumers’ preference for an app or browser when it comes to online activities. We see that consumers usually prefer to use an app, except when they are making travel arrangements or doing online shopping. In those cases, they prefer to use a browser. Dutch consumers have also embraced mobile banking. More than half of respondents check their balance and 43% transfers money domestically by using a smartphone. We see that these banking activities are no longer accommodated by incumbent banks only. As much as 41% of respondents (also) use a payment provider other than their own bank. When we put this in a European context, the Netherlands ranks among
the highest countries when it comes to the adoption of online banking apps. This high penetration of online banking made us research consumer propensity to secure their phone. We noticed that on average, 74% of consumers use security measures to lock their device. Whilst this adoption is particularly high for Apple users (i.e. over 90%), this cannot be said for Samsung owners. Only 56% of that group says it uses security measures on their phone. We also see that the availability of a fingerprint reader increases the likeliness of having security in place.
Tablets are used for most activities, but for social networks smartphones are the preferred device Which device is your favorite for the following activity?
Browsing through shopping websites
Watching short Video’s
Video calling
Read the news
Playing games
Searching online
Checking Social Network
Watch live TV
Streaming films or TV series
Checking bank balance
Voice calls using Internet Taking photos and recording videos
Making an online purchase
Source: Deloitte Global Mobile Consumer Survey 2016, NL edition, Deloitte Analysis
Weighted Base: All respondents who have a smartphone and a tablet (n=1746)
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Mobile users prefer apps over browsers, except for shopping online or making travel arrangements Respondents show a
For each of the mobile activities below, would you typically use a browser or an app?
significant preference for
App
Browser
an app when it provides
Weather
content that is accessed
Social Networking Navigation
on a frequent basis.
E-mail
Content that is accessed
Online banking
spontaneously is mostly
News
Play Games
viewed in a browser
Stream Music / Video Order a takeaway Online Shopping Travel Booking 40%
30%
20%
10%
0%
0%
10% 20% 30% 40% 50% 60% 70%
Source: Deloitte Global Mobile Consumer Survey 2016, NL edition, Deloitte Analysis
Weighted Base: All respondents who have a smartphone (n=2618)
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Smartphones are used for various commercial activities: mainly to browse shopping sites and to pay for products For which activities do you use your smartphone?
Browse shopping websites/apps Make an instore payment 7%
Reserve a product online
Pay for a product 17%
10%
41%
Pay for car parking 15%
Use as a proof of purchase 12%
Source: Deloitte Global Mobile Consumer Survey 2016, NL edition, Deloitte Analysis
Weighted Base: All respondents who have a smartphone (n=2618)
Deloitte - Global Mobile Consumer Survey 2016 - NL Edition
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43% of respondents have used their smartphone to transfer money to another individual Even though most people
For which of the following financial transactions have you ever used your mobile phone?
use their phone to transfer money or check balances,
42% of respondents still do not use their mobile phone
Pay a utility bill (e.g. gas, water) Transfer money (abroad) Pay for a services bill
for any kind of financial transactions
Transfer money (within NL)
6% 9% 15% 43%
Check bank balances None of these
54% 42%
Source: Deloitte Global Mobile Consumer Survey 2016, NL edition, Deloitte Analysis
Weighted Base: All respondents who have a smartphone (n=2618)
Deloitte - Global Mobile Consumer Survey 2016 - NL Edition
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When transferring money, 41% of respondents (also) use payment providers other than their bank When transferring money via your mobile phone, what type of payment provider did you use?
(not my bank) 18%
…
(both) 23%
(my bank) 58%
… Source: Deloitte Global Mobile Consumer Survey 2016, NL edition, Deloitte Analysis
Weighted Base: All respondents who have a smartphone (n=2618)
Deloitte - Global Mobile Consumer Survey 2016 - NL Edition
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The Netherlands is among the leading European countries in the adoption of online banking apps Would you typically use an app when banking online?
55%
53%
53% 43%
42%
40%
37% 31%
30% 22%
Sweden (n=1758)
Netherlands (n=2618)
Norway (n=915)
Ireland (n=857)
Finland (n=797)
UK (n=3251)
Belgium (n=1482)
Italy (n=1707)
France (n=1547)
Germany (n=1588)
Source: Deloitte Global Mobile Consumer Survey 2016, NL edition and EU data aggregation
Weighted Base: All respondents who have a smartphone for all countries
Deloitte - Global Mobile Consumer Survey 2016 - NL Edition
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Samsung owners seem less concerned about security; only 56% use measures to lock their device Do you use any method (pin, fingerprint or other) to identify yourself when unlocking your phone? Apple Other brands Sony 90% Nokia Samsung
56%
Uses security measures Source: Deloitte Global Mobile Consumer Survey 2016, NL edition, Deloitte Analysis
Weighted Base: All respondents who have a smartphone (n=2618)
Deloitte - Global Mobile Consumer Survey 2016 - NL Edition
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68% of smartphone owners have used their fingerprint reader to identify themselves Have you ever used a fingerprint reader to identify yourself when unlocking your phone, authorizing mobile payments or other transactions?
100% 80%
78% average (68%)
60% 40% 20% 0% 18-24
25-34
35-44
45-54
55+
Source: Deloitte Global Mobile Consumer Survey 2016, NL edition, Deloitte Analysis
Weighted Base: All respondents who have a smartphone with fingerprint functionality (n=2618)
Deloitte - Global Mobile Consumer Survey 2016 - NL Edition
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The future starts tomorrow (not today)
This year, one of the hottest topics in consumer electronics is Internet of Things (IoT). As a result, we have investigated the uptake in IoT devices among consumers and their propensity to buy these type of devices in the near future. We noticed that even though everyone is expecting IoT to be the next big thing, reality shows that adoption of these devices is still very low among consumers. Connected Entertainment devices such as Smart TVs and Game Consoles have the highest penetration (with respectively 28% and 15%), however the uptake of other connected devices is still rather low. Even the adoption of wearables such as Smart Watches and Fitness bands, devices that have already been available for a few years, is still low with an adoption rate of only 5% or less. In a nutshell, among all connected product categories, the penetration of Connected Entertainment is the highest with 43%. The question remains whether this high percentage is driven by actual demand for IoT functionality or the mere standard availability of these connected services in everyday household devices. Our respondents also indicate that on average, only 10% is considering to purchase some type of connected product in
the next 12 months. This is not true for connected car products for which only 1% considers a purchase within the next 12 months. The market’s high expectation of future IoT devices is also focused on a strong uptake in Virtual Reality (VR). However, we see that consumer adoption of these IoT devices is still very low as well. Roughly 5% of consumers owns a VR device, of which the vast majority owns a low-end or cardboard type of VR headset. Also consumer’s willingness to buy is low.
Internet of Things (IoT) device uptake is still low, apart from connected entertainment products Which, if any, of the following connected devices do you own or have ready access to? Smart TV
Games console
Connected Entertainment
Video streaming device Wireless speaker Smart thermostat Surveillance security system
Connected Home
Smart lighting systems A home appliance Interactive robot Connected Car system
Connected Car
Smart watch
Connected Self
Fitness band Wearables for tracking/vital signs 0%
5%
10%
15%
20%
25%
30%
Source: Deloitte Global Mobile Consumer Survey 2016, NL edition, Deloitte Analysis
Weighted Base: All respondents (n=3000)
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Around 10% of consumers consider purchasing connected products in the coming year Which, if any, of the following connected devices do you own or have access to?
Connected Entertainment
43%
Connected Home
Connected Car
Connected Self
Which, if any, of the following would you consider purchasing in the next 12 months?
10%
12%
2%
10%
1%
10%
9%
Source: Deloitte Global Mobile Consumer Survey 2016, NL edition, Deloitte Analysis
Weighted Base: All respondents (n=3000)
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VR device ownership is still low, all the more since almost all devices are low-end (cardboard) Which of the following devices do you currently own?
0%
1%
4%
Which of the following devices are you willing to buy in the next 12 months?
High-end VR headset
2%
Mid-price VR headset
1%
Budget VR headset
1%
Source: Deloitte Global Mobile Consumer Survey 2016, NL edition, Deloitte Analysis
Weighted Base: All respondents (n=3000)
Deloitte - Global Mobile Consumer Survey 2016 - NL Edition
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Contact
Contact Patrick Steemers
Remco Gaykema
Partner | Segment Lead Telecom
Senior Consultant | Deloitte Digital
[email protected]
[email protected]
+31 6 8201 9347
+31 6 5359 8479
Marc Beijn
Erik Bookholt
Director | Deloitte Digital
Consultant | Enterprise Architecture
[email protected]
[email protected]
+31 6 8201 9400
+31 6 8201 2578
Dirk Reuser
Vincent Kuijvenhoven
Manager | Deloitte Digital
Manager | Deloitte Digital
[email protected]
[email protected]
+31 6 8201 9345
+31 6 5359 8526
Michiel Mennen Manager | Operational Excellence
[email protected] +31 6 1258 1756
Deloitte - Global Mobile Consumer Survey 2016 - NL Edition
With special thanks to: Rob Oudehand Morris Boermann Joël van Veen
Iris Olde Klieverik Somil Sharma Christie Tan
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