global mobile consumer survey 2018 - luxembourg€¦ · the design of the user experience is an...

Global Mobile Consumer SurveyLuxembourg2018

2© 2018 Deloitte Tax & Consulting

TOPIC OVERVIEW

1

2 Smartphone adoption

3

GMCS 2018

Mobile banking

4 Next steps & trends


GMCS 2018

Survey background


Deloitte’s Global Mobile Consumer Survey 2018 is a multi-country study concerning the usage of smart devices and, in particular, of mobile phones andsmartphones.

Worldwide, it encompasses 6continents, 35 countries, and 54,150 respondents.

It entails approximately 70variables, with topics ranging from smartphone adoption and mobile banking to cybersecurity and data sharing.

The countries in the survey

GMCS 2018

Countries part of

the survey

Countries not part

of the survey

Saudi Arabia

Germany

United States

Japan

United Kingdom Netherlands

Finland

Russia

China

Indonesia

Singapore

Australia

Italy

Norway

ThailandPhilippines

Colombia

Brazil

Canada

Malaysia

Mexico

Argentina

Belgium

Ireland

Luxembourg

Sweden

South Africa

Denmark

Spain

UAETaiwan

Vietnam

Turkey


Luxembourg

GMCS 2018

Gender

50% 50%

36% 64%

Residence Household income status per year*

30% 49%< € 60K > € 60K

Age

52% 48%18-44 45-75

(*): 21 percent of respondents preferred not to answer

The sample: 1,004 respondents, nationally representative, aged 18-75 (online polling)

Luxembourg City Luxembourg State


SMARTPHONE ADOPTION

Key insights


Elevated smartphone adoption requires a prompt response by enterprises, as consumers expect to access more and more services via mobile devices

SMARTPHONE ADOPTION

94% 94% 94%93%

92% 92%91%

90%89%

87%

85%84%

EU average (91%)

Luxembourg is one of the countries with the highestpenetration rate for smartphones in Europe, with94% of people owning a smartphone.


Does the robot crave fruit? The steady rise of Android against Apple in Luxembourg

SMARTPHONE ADOPTION

Apple once again dominates the Luxembourg market, with an overall 51% of total consumers owning an iPhone. However, for the jeans and sneaker companies, their slice of pie is shrinking – with a decrease of 3% from 2017.

Android phones are steadily behind, increasing to a 40% share of the consumers in Luxembourg.

51%

40%

9%

Apple Android Other


Customers are increasingly worried about their excessive use of smartphones. Are companies reacting to this?

SMARTPHONE ADOPTION

57%“Yes”

“No”

“No, but I would like to”

13%

17%

Do you try to limit your smartphone

usage?

The majority of people living in Luxembourg try to limit the use of their smartphones or at least would be willing to do so. The major mobile software providers are reacting to this increasing awareness and now offer features to monitor customers’ smartphone use, such as Apple’s “Screentime” and Android’s Digital Wellbeing.

(1): The remaining 13 percent of surveyed consumers are either unsure or have not provided an answer to the question.


MOBILE BANKING

Key insights


Security, basic banking offers and UX are the three pillars of choice for a digital bank in Luxembourg

MOBILE BANKING

1

23

When it comes to choosing their digital bank offer, the average customer in Luxembourg likes to play on the safe side, looking primarily at the security of the digital bank, then at the array of offers and finally at the smoothness of the experience and ease of use.

Security of the offer

Basic banking offerUser experience &

brand

34% of surveyed consumers value

user experience and ease of use

among1 the most important

criteria when choosing a digital

bank provider


the security of the offer among the

most important criteria when

choosing a digital bank provider


the basic banking offer among the

most important criteria when

choosing a digital bank provider

(1): The values are not cumulative


Cybersecurity is a key decision factor for consumers across all age groups and surprisingly it is the most popular factor of choice among younger consumers

MOBILE BANKING

75%

71% 70%

66% 66%63%

18-24 25-34 35-44 45-54 55-64 65+

The importance of cybersecurity as a key decision factor decreases as the age of consumers increases.


The use of fingerprints as an input to initiate action with the smartphone has increased by 36% since 2017. Specifically, fingerprints are increasingly used as a means to authorize payments and money transfers through the mobile banking app

MOBILE BANKING

Authorizing payments

Authorizing money transfers

Authorizing payments

Authorizing money transfers

55%

40%

42%

27%

2017 2018


Checking bank balances is one of the basic and highly demanded features that a digital banking solution should provide

MOBILE BANKING

The smartphone is now the preferred1

device to check bank balances in Luxembourg, after years of computers and laptops dominating

34%

2016 2017 2018

26%

The breaking point

(1): The remaining alternatives are fragmented among tablet, desktop computer and n/a.


Consumers in Luxembourg are increasingly paying through theirsmartphone.

Credit and debit cards are the top choice in terms of payment methodsfor online purchases.

The majority of surveyed people optto perform the online paymentthrough a marketplace app or a retailer’s website.

The ability to perform payments through the smartphone should be a key function for the digital offer of any bank

MOBILE BANKING

Which

payment

method?

Which

payment

channel?

57%

33%

15%

2% 3%

A credit or debitcard

Online moneytransfer/payment

provider

Your online bankingapp

Apple Pay orGoogle/Android Pay

or Samsung Pay

Other

48%

20%13% 9% 4%

A marketplace app A retailer's website A retailer's app A messenger app Other


Have you ever…? These are products and services that people in Luxembourg usuallypay for with their smartphones

MOBILE BANKING

Purchase a service online39%

Pay for a taxi13%

Pay for car parking17%

Pay for public transports35%

Purchase a product online68%

Pay for a product or service in-store18%

For online and offlinepurchases of products or services, 6/10 consumersprefer to use the tap and pay solution provided by their bank.

For the transports and parking payment, 4/10prefer to pay by sms.


The design of the user experience is an essential aspect to consider when offeringa digital banking solution to consumers in Luxembourg

MOBILE BANKING

75%of surveyed people value the design

of their mobile banking offers

In 2018, more than7 out of 10 consumersin Luxembourg are concernedwith the user experience and ease of use of mobile bankingsolutions.


NEXT STEPS & TRENDS

Key insights


The increasing use of alternative screen-unlocking methods for people in Luxembourg

NEXT STEPS & TRENDS

Fingerprint

recognition

Voice recognition

Facial recognition

Eye/iris recognition

PIN or password

authentication

None of these

Alternative ways to unlocksmartphones are quicklygaining ground in Luxembourg, with 15% of surveyed people using facial recognition on their phone – vis-à-vis 2017’s 1% - and 60% usingfingerprint recognition.


Is the future of communication with mobile devices… vocal?

NEXT STEPS & TRENDS

Consumers in Luxembourg are increasingly “talking“ to their smartphones, with 91%of people having used theirvoice assistants at least once.

Dial a person in

the contact list

Search for general

information

Play music

Users are talking to

their devices most of

the times to:


The perception of the risks associated with online data sharing and online security unveils increasing attention to the use of personal data

NEXT STEPS & TRENDS

Data Protection

• 77% believe companies with whom they have

interacted with on the internet use their personal data

• 66% believe that they share it with third parties

• 71% are concerned about how the companies

they interact with share their personal data

Data use

Data sharing

Data collection


Despite the wide adoption of Smartphone use, only a minority of consumers seems to appreciate the importance of 5G connectivity

NEXT STEPS & TRENDS

Of the surveyed consumers would

be willing to switch to the 5G the

moment that it is available

Of the surveyed consumers would

switch to 5G only once they hear

feedback on it or in cases where they

did not have any other alternative

26% 74%5G

Immediate switch to 5G Switch to 5G eventuallyor only if obliged to


The key takeaways

NEXT STEPS & TRENDS

SMARTPHONE ADOPTION

The survey records a global increase in the adoption of smartphones.

Luxembourg is among the top European countries, with a 94% adoption

rate of smartphones and a 3% annual growth in the past three years.

MOBILE BANKING

The volume of online banking transactions has strongly increased in 2018

and in activities such as checking bank balances, the use of the smartphone

has overcome that of the laptop.

EVOLVING TRENDS

The survey results highlight rapidly evolving perceptions of consumers on

the use of personal data, voice assisted smartphone features, and on the

adoption of 5G.


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