Deloitte Global Mobile Consumer Survey 2014

The Pulse of the Mobile Nation

(The Dutch Perspective)
DEVICES

+60%

Smartphone
remains

popular

55+

Older
consumers are
rapidly catching
up with
smartphone
ownership

71%
of all
respondents
have a
smartphone

CONSUMERS HAVE BECOME MORE PRICE

SENSITIVE, RANKING THESE ATTRIBUTES
HIGHEST WHEN CHOOSING A NEW PHONE

NEW "CHALLENGER" BRANDS ARE GAINING

SLICES OF MARKET SHARE"

37%
32%

Price of the device

Cost of the contract

56%

35%

APPLE

NEW
BRANDS

SAMSUNG
NOKIA

"Weighted Base: All adults 18-75 who have a phone or

smartphone (n=1846)"

CONSUMERS STILL SEE THEIR OPERATOR AS THE PLACE TO BUY A NEW PHONE, BOTH ONLINE AND IN-STORE
Online
40%

From an operators website

From an online only e-commerce website

20%

From a mobile phone shops website

18%

In-store
42%

From an operators store

From a consumer electronic retailers store

25%

From a mobile phone shop

23%

Weighted Base: All adults 18-75 who have a phone or smartphone (n=1846)

CONNECTIVITY

12%

REMAINS

of phone owners
have a 4G
subscription

THE MAIN

INTERNET

ll
i
t
s
s
4G i idered
cons
too nsive
expe

CONNECTION

88%

... connect their phone

to the Internet via Wi-Fi
at home, work, or
their place of study

4G

is considered faster
than Wi-Fi at home,
at work, when out
and about, and when
commuting

4G

ado

ptio

REASON FOR NOT TAKING OUT A 4G SUBSCRIPTION

27%

22%

4G phones
too expensive

Mostly
use Wi-Fi

Too
expensive

Happy with
current speeds

12%

4G adoption
is likely to
grow with
availability
of 4G-enabled
devices and
aordable taris

8%

Contract not
renewable

32%

Weighted base: All adults 18-75 who do not

have a 4G/LTE subscription (n:1618)

SIM

SIM-only as a
contract type
has doubled in
market share
compared to
2013

only
has
doubled

?!

Cost concerns
are valid:
the

#1

reason
for bill shock
in 2014
is consumers
exceeding
their data
allowance

8%
2013

16%
2013
USAGE

Slow start in adopting advanced Over-The-Top services such as TV, video calling or Mobile VoiP

2013

2014

2013

2014

+133%
011001110101

5%

6%

7%

3%
VOIP

Video Call

source: Deloitte Global Mobile Consumer Survey, NL Edition, July 2014

Consumers only start using new functionalities such as VOiP if friends or family use them and if it allows them
to save money
Mobile Instant and SMS Text Messaging

62%

Cheaper than sending SMS

I can use it on Wi-Fi

52%

My friends/family are using it

52%

New Functionalities

24%

None of my family/friends use it

I have enough minutes included
in my existing tariff

22%
18%

I prefer messaging to calling

Banks remain the most trusted institutions for any type of mobile transaction

90%

9%
My bank

Money
transfer
service

9%
Financial
institutions

5%

3%

My
mobile
operator
provider

I do not
have a
preference

3%
App
store
providers

1%

3%

None
of the
above

I don't
know

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