Sanoma Proprietary Research, September 2014

Smartphone & Tablet

Penetration

WE LIVE IN A MOBILE WORLDwe often hear.

“

“

But how true is this for BELGIUM ?

Methodology

Research sample

Methodology

Representative for national population 15+

Persephone monitorField work: 18/7 – 12/9 ‘14

What is mobile ?

Research Findings

TABLET

+SMARTPHON

E

Research Findings

40% of the population 15+ uses a smartphone in the North.The penetration is relatively higher:

- for men - for younger people- for higher social groups

Total

Men

Women

15-24

25-34

35-44

45-54

55-64

65+

1-2

3-4

5-6

7-8

0 20 40 60 80 10040.387226

85758

45.343649752049535.840151

8226907

74.323172400239366.162976

320664756.752113729677235.813722

814874121.82044417604546.2651851

4860165

57.86366128157848.077976

367312134.066718360598116.794459

0755889

Total

Women

15-24

25-34

35-44

45-54

55-64

65+

1-2

3-4

5-6

7-8

0 20 40 60 80 10035.8401518226907

75.169036886613765.57650

2011346447.139885563958630.69843

9224248616.03594888583544.319150

81712218

52.873719747046346.66216

7938973330.162417912736711.96133

06596153

Women

Men

15-24

25-34

35-44

45-54

55-64

65+

1-2

3-4

5-6

7-8

0 20 40 60 80 10045.343649752049

5

73.490037809269

466.886247583884

166.213304516858

640.849841231035

227.414764279401

48.9372234580310

862.814449389216

249.579904600421

437.995313524102

823.443110853456

3

Men

GENDER

AGE

SOCIAL GROUPS

Research Findings

In the South the smartphone penetration amounts to the same 40%

Besides, the same socio-demographical differences can be observed

Total

Men

Women

15-24

25-34

35-44

45-54

55-64

65+

1-2

3-4

5-6

7-8

0 20 40 60 80 10040.2683011533097

46.270708726009334.942972

5397317

73.859949058966468.786877

258982253.161101411666729.143436

111817223.75754969719864.4041694

5829094

54.704433171453647.677916

779362233.366626233050622.419129

299634

Total

Women

15-24

25-34

35-44

45-54

55-64

65+

1-2

3-4

5-6

7-8

0 20 40 60 80 10034.9429725397317

76.532198393089772.22377

6131141742.22908411371620.13757

3075996615.85575764965452.769941

47913836

45.208944266678543.601182843774828.88004

8780984421.0901134655505

Women

Men

15-24

25-34

35-44

45-54

55-64

65+

1-2

3-4

5-6

7-8

0 20 40 60 80 10046.270708726009

3

71.388236243989

764.901501498926

564.829146568395

738.424411699624

932.802637864006

96.7726958203629

364.663397797417

752.136309579858

538.0465982815824.23166

01022948

Men

GENDER

AGE

SOCIAL GROUPS

Research Findings

In the North, Samsung remains the most popular smartphone brand, followed by Apple

Apple remains relatively more popular among younger people

36.7

30.4

10.9

6.3

3.8

1.1

4.4

6.4

Totaal

Samsung

Apple

Nokia

Sony

HTC

BlackBerry

Huawei

Other

37.1

28.9

10.2

6.1

4.7

1.7

4.9

6.4

Men

36.2

32.1

11.7

6.4

2.7

.5

3.9

6.5

Women

34.8

32.4

8.1

7.1

4.9

1.4

3.6

7.6

15-35

37.9

29.2

13.0

6.5

2.1

1.15.8

4.436-50

39.6

26.8

15.1

3.2

4.10.4

4.0

7.0

50+

Research Findings

In the South, similar tendencies can be observed

Besides, the brands slightly differ (Acer instead of Blackberry & Huawei)

41.5

26.2

9.8

5.5

3.12.3

11.6

Totaal

45.2

22.9

9.1

4.0

3.23.7 12.0

Men

37.2

30.1

10.5

7.1

3.1

0.611.2

Women

37.5

29.1

7.7

6.8

2.71.8 14.4

15-35

50.6

23.6

10.5

3.6

1.4

1.6

8.6

36-50

36.4

21.1

15.9

4.5

8.5

5.9 7.8

50+

Android

iOS

Nokia

Sony

HTC

Acer

Other

Research Findings

In terms of operating systems, Android clearly occupies the 1st place in the North (with more than 50% in all groups)

iOS and Windows rank 2nd and 3rd respectively

50.8

30.4

13.7

1.1 4.0Totaal

Android

iOS

Windows

RIM

Don’t know

52.8

28.9

12.7

1.73.9Men

48.5

32.1

14.8

.5 4.0Women

53.732.4

9.9

1.42.615-35

49.3

29.2

15.7

1.14.736-50

45.1

26.8

21.1

0.46.6

50+

Research Findings In the South, the same trends are present

and even more pronounced, as could be predicted based on the most popular brands

55.826.2

11.2

1.94.6Totaal

Android

iOS

Windows

RIM

Don’t know

52.8

28.9

12.7

1.73.9Men

52.9

30.1

9.4

1.6 5.6Women

56.829.1

9.0

2.2 2.915-35

57.323.6

13.6

1.82.536-50

48.4

21.1

14.0

0.6 16.0

50+

Research Findings

Both in the North and in the South, respondents access internet on their smartphone predominantly via a subscription including mobile data

In the South, merely using WiFi and never paying for internet is also popular

20.5

67.5

7.4

2.4 Totaal

18.3

68.9

8.9

2.1 Men

23.0

65.8

5.6 2.9 Women

33.7

53.7

7.3

2.9Total

30.4

57.5

5.7 3.5Men

37.6

49.1

9.1

2.2Women

You only use WiFi and never pay for internet

You have a subscription including mobile dataYou have a prepaid card including mobile data

You pay per usage, you pay for internet, only when you need it

Synthesis on

smartphone usage

12

Average smartphone penetration is 40%

Samsung remains the most popular brand

Android remains the most popular OS

Internet is mostly accessed via a

subscription

Research Findings

31% of the population 15+ uses a tablet in the North

The penetration is relatively higher for younger peopleand higher social groups

However, there is no age difference

Total

Men

Women

15-24

25-34

35-44

45-54

55-64

65+

1-2

3-4

5-6

7-8

0 20 40 60 80 100

31.1

31.184088151499430.9649959756068

38.94305639035142.644001256969249.516673

655611329.909188554681324.8175948007239.2016292

8301631

45.341624750100533.439771

601186428.225332784418413.928671

8986996

Total

Women

15-24

25-34

35-44

45-54

55-64

65+

1-2

3-4

5-6

7-8

0 20 40 60 80 10030.9649959756068

40.957360677669544.96453983246648.888398487787131.29611

2689227922.39105426153529.587325

09228642

44.830793618544935.75565

8748398530.576702354517711.83888

26553787

Women

Men

15-24

25-34

35-44

45-54

55-64

65+

1-2

3-4

5-6

7-8

0 20 40 60 80 10031.184088151499

4

36.959066513086

639.782189852477

450.13507670713628.54372

87415423

27.164358664972

68.6720425426978

145.848447660472

430.983015290465

325.859331693041

516.803472601708

6

Men

GENDER

AGE

SOCIAL GROUPS

Research Findings

In the South the tablet penetration is with 28% a bit lower

Besides, the same socio-demographical tendencies can be observed

Total

Men

Women

15-24

25-34

35-44

45-54

55-64

65+

1-2

3-4

5-6

7-8

0 20 40 60 80 10027.9399398826325

27.645629679026828.2010515331742

34.091326160675441.101254

961314939.12544817257326.961991

401074324.98461121925026.4687746

110281

38.194376436368136.615110147263821.979624

209944512.4366653156548

Total

Women

15-24

25-34

35-44

45-54

55-64

65+

1-2

3-4

5-6

7-8

0 20 40 60 80 10028.2010515331742

38.592599625913449.13468

7189996937.610834467219627.21559

8554340222.966025291884.541682

4476412

39.778572453822233.92811

6491011224.513879582696214.01945

02946154

Women

Men

15-24

25-34

35-44

45-54

55-64

65+

1-2

3-4

5-6

7-8

0 20 40 60 80 10027.645629679026

8

29.927846665827

532.019549618102

440.742037373577

726.700637015715

327.295262724058

79.2617561591050

536.532855659856

339.553656876409

119.336129377853

410.278040523698

6

Men

GENDER

AGE

SOCIAL GROUPS

Research Findings

In the North, more than 50% of the respondents use their tablet daily Women use their tablet more frequently then men

Also youngsters use their tablet relatively more frequently

Total

Men

Women

.

15-35

36-50

50+

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

14.0

11.6

16.1

18.0

11.4

11.7

38.6

42.7

34.9

36.0

39.9

40.7

32.1

31.3

32.9

35.6

31.6

27.4

7.2

9.4

5.3

7.3

7.2

7.2

7.7

5.0

10.2

3.2

9.8

11.4

How often do you use your tablet?

Max. 2 hrs / day

Min. 3 hrs / day Multiple times / week

Multiple times / month

Less often

GENDER

AGE

Research Findings

Total

Men

Women

.

15-35

36-50

50+

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

11.5

8.9

13.7

11.9

14.2

6.0

27.1

23.9

29.8

26.4

26.3

29.7

40.2

41.6

39.0

39.2

41.7

39.6

12.5

16.6

8.9

15.3

10.6

10.3

8.2

8.4

8.0

7.1

6.0

14.1

How often do you use your tablet?

Max. 2 hrs / day

Min. 3 hrs / day Multiple times / week

Multiple times / month

Less often

GENDER

AGE

In the South tablet usage is lower: only 39% of the respondents use their tablet daily

The tablet usage is higher for women than for men

Research Findings

In the North, the iPad remains dominant with a market share of more than 50%

Apple is relatively more popular among youngsters,as it was for smartphones

52.0

28.2

3.24.1

2.17.4

Totaal

Samsung

Apple

Acer

Asus

Medion

Other

48.3

28.3

4.2 5.9

2.98.1

Men

55.528.0

2.2

2.3 1.36.7

Women

56.329.9

2.5

2.8 0.96.8

15-35

51.8

28.1

3.43.8

2.86.6

36-50

45.6

25.4

3.86.4

2.9 9.4

50+

Research Findings

In the South, Apple also occupies the first place, but the difference with Samsung is smaller Besides, the brands slightly differ (Sony)

43.3

34.8

3.4

2.3

0.9

2.0

9.0

Totaal

44.6

36.8

4.3

2.81.41.0

7.1

Men

42.2

33.1

2.6

1.9

0.5

2.8

10.6

Women

43.1

34.9

2.8

0.9

1.5

0.7

13.0

15-35

42.2

39.4

3.3

3.4

0.8 1.46.4

36-50

45.5

26.8

4.8

3.0

5.45.7

50+

Sony

Samsung

Apple

Acer

Asus

Medion

Other

Research Findings

In line with Apple’s market share in terms of devices, iOS is the dominant operating system in the North

1 in 3 tablets run on Android

52.035.4

8.8

3.8Totaal

iOS

Android

Windows

Don’t know

48.3

40.9

8.1

2.7Men

55.530.3

9.4

4.8Women

56.335.6

5.4 2.715-35

51.837.3

7.6

3.436-50

45.6

32.1

16.1

6.2

50+

Research Findings In the South, the same trends are present

and even more pronounced, just like in the smartphones market

43.3

40.7

12.2

3.7Totaal

44.6

42.2

10.0

3.2Men

42.2

39.4

14.1

4.2Women

43.1

45.6

9.0

2.215-35

42.2

43.1

10.2

4.336-50

45.5

27.2

21.5

5.750+

iOS

Android

Windows

Don’t know

Research Findings

Both in the North and in the South, respondents access internet on their tablet predominantly via WiFi, without ever paying for it

A subscription including mobile data ranks 2nd

72.9

23.8

0.6 1.8Totaal

75.7

22.5

0.31.2 Men

70.3

24.9

0.9 2.3Women

75.4

23.0

0.80.7Total

73.5

23.4

1.51.4

Men

77.0

22.6

0.2Women

You only use WiFi and never pay for internet

You have a subscription including mobile dataYou have a prepaid card including mobile data

You pay per usage, only when you need internet, you pay for it

Synthesis on

tabletusage

Average smartphone penetration is

31% in the North and 28% in the SouthMore than 50% of respondents in the

North use their tablet daily, 39% in the South

Apple remains the most popular brand

iOS remains the most popular OS

Internet is mostly accessed via WiFi