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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, Deloitte’s research study into global mobile consumer trends. This “Dutch Edition” outlines the details around connectivity, device ownership, smartphone addiction, smartphone usage and privacy.
For several years now, Deloitte has researched mobile
consumer behavior on a global scale, focusing on the key
aspects of devices, connectivity and usage. Our research
provides not only the most important insights into the state
of the market, but it also reveals the most insightful
developments.
So did Dutch consumers shift their priorities in this year’s
“Dutch Edition”? Do they still focus mostly on price and
discounts when they choose a provider, or do other factors
come into play?
The Netherlands remain among the leading countries in the
field of smartphone penetration. In fact, The Dutch have
positioned themselves at the top among all the surveyed
countries. But do we discover interesting contrasts when we
zoom in on different age groups? Have older generations
closed the gap in terms of smartphone usage? Does the
speed game continue or has it slowed down?
And what about smartphone addiction - how intrusive has
smartphone usage become in our daily lives? What are
“Smombies”? Are Dutch consumers at all concerned about
their smartphone usage and if so, are any actions taken to
limit their usage? And are users at all worried about their
privacy?
The answers to these questions, and more, are included in
this survey. We hope this study gives you the insight and
data to enhance your understanding of the opportunities and
challenges ahead, and we welcome your feedback.
Deloitte Global Mobile Consumer Survey 2017 – The Netherlands 3
Global Mobile Consumer Survey 20175 continents, 31 countries, 53,000 respondents
Deloitte Global Mobile Consumer Survey 2017 – The NetherlandsDeloitte Global Mobile Consumer Survey 2017 – The Netherlands4
The Netherlands
2,000 Respondents, nationally representativeAdults 18-75 Online polling
Germany
United States Japan
United Kingdom
Netherlands
Finland
Russia
China
Indonesia
Singapore
Australia
Italy
Norway
ThailandPhilippines
Colombia
Brazil
Canada
Malaysia
Mexico
Argentina
BelgiumIreland
Luxembourg
Sweden
South Africa
Denmark
Spain
UAETaiwan
Vietnam
Turkey
Saudi Arabia
4
Contents
Executive Summary
The Speed Game Slows Down
Dutch Loyalty
Device Demographics
Smartphone: Jack of all Trades
Watch out: Smombies!
The Privacy Paradox
Contact
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 year’s survey the majority of prepaid users are not on
4G.
Among respondents using 4G, the perceived speed difference as
compared to Wi-Fi is smaller compared to last year. This is
irrespective of whether users are at work, at home or even
outdoors.
Dutch Loyalty
Our analysis shows that Dutch smartphone owners do not
often switch providers: 38% of people over 55 have never
even switched once. Loyalty seems to be highest among
MNO and lowest among MVNO users.
Similar to last year’s survey, price remains the most
important reason for users to choose a mobile provider.
However, bundling of multiple mobile and fixed services at
mobile operators is increasing. For 41% of respondents,
bundling discount is the main reason to choose one
provider for multiple services.
SIM only penetration has reached 46%. However, growth
seems to slow down even further.
Executive Summary
Deloitte Global Mobile Consumer Survey 2017 – The Netherlands6
Device Demographics
Looking at devices, the Dutch own plenty. The most
ubiquitous is the smartphone, with penetration increasing to
93%. But it doesn’t stop there: we multi-task between
laptops, tablets, smart devices and VR headsets, using the
device that best fits our personal needs for each activity.
Tablet penetration appears to have reached a plateau – its
growth in the Netherlands is low compared to most European
surveyed countries.
When comparing age groups, we see that the older
generation seems to be playing catch-up. While smartphone
penetration amongst 18-24 year olds has almost stabilized,
older age groups are now driving growth. For four consecutive
years, the 55+ age group has not only shown a significant
increase in adoption, but also in mobile usage. Tablet
penetration is the highest and growing the fastest for this age
group, while penetration has leveled for all age groups below
44.
Compared to most markets, the Dutch adoption seems to
have stalled this year and the intention to buy a VR headset
is low.
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
year’s survey however, the majority of prepaid users are not on
4G.
Among respondents that have 4G, the perceived speed
difference with Wi-Fi is smaller compared to last year’s results.
Irrespective of whether users are at work, at home or even
outdoors, the higher perceived speed of 4G has dropped in favor
of Wi-Fi.
The Netherlands still shows an increase in 4G adoption, but is lagging behind other countries
Is your mobile on a 4G network?
Deloitte Global Mobile Consumer Survey 2017 – The Netherlands
Source: Deloitte Global Mobile Consumer Survey 2016 - 2017, NL edition and global data aggregationWeighted Base: All respondents owning a phone or a smartphone, excluding don’t know answers
10
87% 86%82%
78%75%
72% 71% 69% 68%
58%
96%
82%78%
74% 74% 72%
56%
0%
50%
100%
2016 2017
N/A N/AN/AN/AN/AN/AN/AN/A N/A
+13
83%81% 79% 78%
69%
41% 41%36%
48%
38%
22%
MVNOsMNO Sub-brandsMNOs
MNOs have a larger 4G penetration in their network than MVNOs and MNO sub-brands
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 don’t 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 don’t know answers
12
NL
Australia
China
Finland
Germany
Ireland
Russia
Spain
Sweden
UK
Denmark
10% 3% 65% 22%
Post-paid (87%)Prepaid (13%)
6% 21% 65% 7%
Post-paid (73%)*Prepaid (27%)
3% 54% 42% 1%
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 don’t know answers (n=1314)
At
Ho
me
Ou
tdo
ors
At
Wo
rk /
Stu
dy
4G is faster
About the same
Wi-Fi is faster
2016 Values
4G is faster
About the same
Wi-Fi is faster
4G is faster
About the same
Wi-Fi is faster
Dutch Loyalty
The Dutch seem to be a loyal bunch. Our analysis shows that
Dutch smartphone owners do not often switch providers - 38%
of people over the age of 55 have never even switched once.
Loyalty seems to be highest among MNO and lowest among
MVNO users. This is also reflected in the lower NPS score users
give MVNO providers.
Similar to last year’s survey, price remains the overall most
important reason for users to choose a particular mobile
provider. However, bundling of multiple mobile and fixed
services at mobile operators is increasing. For 41% of
respondents, bundling discount is the main reason to choose
one provider for multiple services. The switching costs related to
bundling may partially explain Dutch loyalty.
Our prediction regarding plateauing SIM only penetration seems
to be coming true: penetration has reached 46%, however
growth seems to slow down even further.
Users seem to be most loyal to the three largest MNO providers - 42% of KPN users have never switched
When was the last time you changed your mobile phone operator?
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 don’t 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 don’t know answers (n=1598)
18
Mobile Only Mobile and 1 or 2 fixed services
Mobile and 3 fixed services (quad play)
(2016: 78%) (2016: 14%) (2016: 8%)
63% 27% 10%
For 41% of respondents, bundling discount is the main reason to choose one provider for multiple services
What was your main reason to choose one provider for both mobile and fixed services?
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 don’t know answers (n=417)
41% 37% 7% 5% 10%
Free Upgrade of Your
Subscription
Bundling discount Convenience Other
Free Additional Services
SIM only penetration has reached 46%, but growth seems to slow down even further
Percentage of all phone users with SIM only
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 don’t know answers (2013 n=1874; 2014 n=1840; 2015 n=1886; 2016 n=2848; 2017: n=1827)
20
2014
16%
2013
8%
2015
42%
2016
37%46%
2017
-8
29
MNO sub-brands have a higher NPS than MNOs and MVNOs
How likely would you be to recommend your provider to a friend, colleague or relative?
(NPS score 2017)
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 don’t 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
doesn’t stop there, we multi-task between laptops, tablets,
smart devices and VR headsets, using the device that best fits
our personal needs for each activity. Tablet penetration appears
to have reached a plateau – its growth in the Netherlands is low
compared to most European surveyed countries.
When comparing age groups, it seems that the older generation
is playing catch-up. While smartphone penetration amongst 18-
24 year olds has almost stabilized, older age groups are now
driving growth. For four consecutive years, the 55+ age group
has not only shown a significant increase in adoption, but also
in mobile usage.
As with last year’s survey, we analyzed differences between
brands. Huawei took 3rd position in smartphone brand adoption,
still trailing behind Samsung and Apple. iPhone and Samsung
owners are most likely to recommend their brand to others,
while Nokia and Huawei owners recommend their phone least.
Compared to most markets, the Dutch adoption seems to have
stalled this year and the intention to buy a VR headset is low.
Among surveyed countries, the Netherlands shows the highest smartphone penetration
Which, if any, of the following devices do you own or have ready access to?
Smartphone
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 don’t know answers (2013 n=202; 2017: n=472)
26
144% increase in smartphone ownership
233% increase in social media usage
165% increase in email usage
150% increase in video calls usage
500% increase in news and sports website usage
270% increase in IM usage
1250% VoIP calls usage
55+
Tablet penetration growth in the Netherlands is low compared to most European surveyed countries
Do you own or have ready access to a tablet?
(Growth 2016 to 2017)
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 <44
Do you own or have ready access to a tablet?
Deloitte Global Mobile Consumer Survey 2017 – The Netherlands
Source: Deloitte Global Mobile Consumer Survey 2017, NL editionWeighted Base 2017: all respondents (n=2000)
28
49%
65%
71%69%
71%
0%
40%
80%
18-24 25-34 35-44 45-54 55+
2013 2014 2015 2016 2017
+5
Huawei has acquired the 3rd position in smartphone brand adoption, but is still trailing behind Samsung and Apple
Smartphone market share
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 don’t know answers (n=1898) & all respondents owning a used/refurbished brand phone, excluding don’t know answers (n=197)
32
12%
Used/Refurbished
New
When you got your current
phone, was it new or used?
4%
9%
9%
12%
19%
96%
91%
91%
88%
81%
0% 50% 100%
Huawei
Sony
Samsung
LG
Apple
Used/Refurbished (2017) New
68% of respondents owns at least one connected device which is 21% more than in 2016
Which of the following connected devices do you own or have access to?
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 don’t know answers (n=1716)
46
20%
22%
23%
24%
32%
28%
25%
26%
2016
2017
Over 50 times Between 26 and 50 times Between 11 and 25 times Up to 10 times
+3
For consumers using a phone more than 50 times a day, the biggest growth is visible in the youngest age group
Would you estimate you look at your phone more than 50 times in a day?
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
year’s GMCS, there is a significant increase
in VoIP (20% in 2016) but no major
increase in video calls (10% in 2016)
Source: Deloitte (2016, 2017). Global Mobile Consumer Survey 2016 and 2017.
On average, WhatsApp is used by 81% of respondents on a daily basis, compared to only 9% for Snapchat
How often, if at all, do you use each of these on your mobile phone on a daily basis?
Deloitte Global Mobile Consumer Survey 2017 – The Netherlands
81%
22%
12%
9%
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 don’t know answers (n=1569) & Q68B: All respondents excluding don’t know answers (n=1413)
62
Do you believe the companies you interact with online use your personal data?
Do you believe the companies you interact with online share your data with third
parties?
92% 85%Believes personal
data is usedBelieves personal
data is shared with third parties
In March 2017, a reporter of the Guardian requested access to her personal data from popular dating app Tinder, under the EU data protection law. The result was an 800 page document containing information about her, such as when and where the app was used, education and age-rank of interest, but also third party data such as number of Facebook friends and likes or links to Instagram photos
Source: The Guardian (2017). I asked Tinder for my data. It sent me 800 pages of my deepest, darkest secrets. Retrieved from:https://www.theguardian.com/technology/2017/sep/26/tinder-personal-data-dating-app-messages-hacked-sold
However, 57% of respondents accepts the terms and conditions without reading them
How often, if at all, do you accept terms and conditions without reading them?
Deloitte Global Mobile Consumer Survey 2017 – The Netherlands 63
Source: Deloitte Global Mobile Consumer Survey 2017, NL editionWeighted Base: All respondents excluding don’t know answers (n=1731)
6% 11% 26% 57%
Never accept
without reading
Hardly ever accept
without reading
Sometimes accept
without reading
(Almost) always accept
without reading
Contact
Deloitte Global Mobile Consumer Survey 2017 – The Netherlands 65
Joël van Veen
Sr. Consultant | Deloitte TMT Risk
+31 6 8333 0394
Remco Gaykema
Manager | Deloitte Digital
+31 6 5359 8479
Dirk Reuser
Manager | Deloitte Digital
+31 6 8201 9345
Marc Beijn
Director | Deloitte Digital
+31 6 8201 9400
Patrick Steemers
Partner | Segment Lead Telecom
+31 6 8201 9347
Erik Bookholt
Sr. Consultant | Tech. Strategy & Architecture
+31 6 8201 2578
Mike Odenhoven
Business Analyst | Deloitte Digital
+31 6 1337 5561
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