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Dutch Global Mobile Consumer Survey 2019© 2019 Deloitte The Netherlands 2Dutch Global Mobile Consumer Survey 2019© 2019 Deloitte The Netherlands 2
Global Mobile Consumer Survey 2019
Welcome to the Dutch edition of the 2019 Global Mobile Consumer Survey, Deloitte’s annual study into global mobile consumer trends. This “Dutch Cut” outlines the details around device ownership, connectivity, operator stores, mobile payments, smartphone usage, mobile gaming and privacy.
Deloitte has been researching mobile consumer behavior on a global scale for many years now, 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?
Smartphone penetration in The Netherlands is still rising, with ownership reaching 93%. The Dutch also like to keep it fresh: the majority of smartphones were purchased in the last 18 months. But what about connected devices, can the Dutch keep up with other countries in term of adoption?
SIM-only and post paid subscriptions including phone have once again grown at the expense of pre-paid packages, which now only 1 out of 10 people have. But how has the attitude towards 5G been impacted in the last year? Are
people actually willing to pay more for 5G and if so, how much?
Smartphone addiction has been increasing over the last years and this trends continues in 2019. However, the use of mobile phones in traffic is a true problem that has been recognized by Dutch legislators in 2019. Has this new legislation that prohibits the use of mobile phones while cycling impacted consumer behavior?
More than half of Dutch smartphone owners play games on their device. Is there a difference in gender and age groups in terms of gaming activities? Which games are preferred by women, or older people?
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 as always we welcome your feedback.
Dutch Global Mobile Consumer Survey 2019© 2019 Deloitte The Netherlands 3
6 continents, 28 countries, 44.150 respondents
Global Mobile Consumer Survey 2019
TaiwanSaudiArabia
Germany
United States Japan
United KingdomNetherlands
Finland
China
Indonesia
Singapore
Australia
Italy
Norway
ThailandPhilippines
Brazil
Canada
Malaysia
Mexico
Argentina
Belgium
Ireland
Switzerland
Sweden
South Africa
Denmark
Spain
UAE
Vietnam
The Netherlands2,000 Respondents Nationally representativeAdults 18-75 Online polling
Contents
Devices 5
Connectivity 24
Usage 47
Contact & Team 73
5Dutch Global Mobile Consumer Survey 2019© 2019 Deloitte The Netherlands
Dutch Global Mobile Consumer Survey 2019© 2019 Deloitte The Netherlands 6
Smart watch and fitness band adoption takes over feature phone, while smartphone penetration has reached 93%
Source: Deloitte Global Mobile Consumer Survey 2013 – 2019, NL editionWeighted Base: All respondents (2019: n=2000)
Which, if any, of the following devices do you own or have ready access to?
93%
11%
82%
66%
29%
12%
14%
2013 2014 2015 2016 2017 2018 2019
Smartphone
Laptop
Tablet
eReader
Fitness band
Feature phone
Smart watch
Devices UsageConnectivity
Dutch Global Mobile Consumer Survey 2019© 2019 Deloitte The Netherlands 7
The Netherlands shows a growth of 2% in smartphone adoption and is catching up in Europe
Do you own or have ready access to a smartphone?
94% 94%93% 93% 93%
92%91%
89%88% 88%
2018 201996%
92%91%
88%
86%
83%
74%
Source: Deloitte Global Mobile Consumer Survey 2018 and 2019, NL edition and global data aggregationWeighted Base: All respondents (2019: n=2000)
+2
Devices UsageConnectivity
Dutch Global Mobile Consumer Survey 2019© 2019 Deloitte The Netherlands 8
The Netherlands is one of the three EU countries that shows a growth in tablet adoption and is now ranked third in Europe
68% 67% 66% 65% 65%63%
61% 60%56%
52%
2018 2019
64%
60% 59%
49% 48%
40%
29%
Do you own or have ready access to a smartphone?
Source: Deloitte Global Mobile Consumer Survey 2018 and 2019, NL edition and global data aggregationWeighted Base: All respondents (2019: n=2000)
+2
Devices UsageConnectivity
Dutch Global Mobile Consumer Survey 2019© 2019 Deloitte The Netherlands 9
Compared to other surveyed European countries, the Netherlands is especially behind in fitness band adoption
Do you own or have ready access to a smartphone?
29%
26% 26%24%
21%19% 18% 17%
14% 14%
17% 18%
9% 9% 10%
16%
12%
16%
12%10%
Fitness band Smart watch
50%
22%
18%
9%
6% 6%
3%
36%
12%
9%11%
13%11%
3%
Source: Deloitte Global Mobile Consumer Survey 2019, NL edition and global data aggregationWeighted Base: All respondents (2019: n=2000)
Europe Other countries
Devices UsageConnectivity
Dutch Global Mobile Consumer Survey 2019© 2019 Deloitte The Netherlands 10
The increase in tablet adoption can be mostly attributed to the 35-44 age group
Source: Deloitte Global Mobile Consumer Survey 2019, NL editionWeighted Base: All respondents (2019: n=2000)
52%
68% 68%66%
61%
56%
65%
74%
66% 65%
18-24 25-34 35-44 45-54 55+
2013 2014 2015 2016 2017 2018 2019
Do you own or have ready access to a tablet?
Average 2019: 66%
Devices UsageConnectivity
Dutch Global Mobile Consumer Survey 2019© 2019 Deloitte The Netherlands 11
Fitness band is mostly adopted by people in the age range 25-44, while the smartwatch is more popular among youngsters
Source: Deloitte Global Mobile Consumer Survey 2019, NL editionWeighted Base: All respondents (2019 NL Edition: n=2000)
Do you own or have ready access to a smartwatch or fitness band?
19%
17%
14%
12%
6%
17%
18%
21%
12%
9%
18-24 25-34 35-44 45-54 55+
Smartwatch Fitness band
Devices UsageConnectivity
Dutch Global Mobile Consumer Survey 2019© 2019 Deloitte The Netherlands 12
17% of Apple smartphone owners has a smartwatch, while smartwatch adoption is lowest for Samsung smartphone owners
Source: Deloitte Global Mobile Consumer Survey 2019, NL editionWeighted Base: All respondents owning a smartphone of the brands Apple, Samsung and Huawei (2019 NL Edition: n=1514)
Do you own or have ready access to a smartwatch?
17% 14% 10%
Devices UsageConnectivity
Dutch Global Mobile Consumer Survey 2019© 2019 Deloitte The Netherlands 13
46%
19%
12%
4%
25% 25%23%
21%
15%
75%
39%
11%
6%
42%
15%
Power bank Cablecharger
Wirelesscharger
Phonecharging
case
Portablespeaker
Wiredheadphones
Wiredearphones
Wirelessheadphones
Wirelessearphones
Phone case Screenprotector
Phone stand Phoneinsurance
Memorycards
Cameraaccessories
Other
Which of these accessories/services for your phone did you purchase separately?
A phone case, power bank and memory card are accessories usuallypurchased separately
Source: Deloitte Global Mobile Consumer Survey 2019, NL editionWeighted Base: All respondents owning a phone (2019 NL Edition: n=1934)
AudioPower Protection
Devices UsageConnectivity
Dutch Global Mobile Consumer Survey 2019© 2019 Deloitte The Netherlands 14
52%
25%
15%
6%
31%
27%
21%
25%
21%
79%
48%
15%
8%
20%
46%
17%
11%
3%
24%26% 25%
21%
12%
76%
35%
10%
6%
14%
Power bank Cable charger Wirelesscharger
Phonecharging case
Portablespeaker
Wiredheadphones
Wiredearphones
Wirelessheadphones
Wirelessearphones
Phone case Screenprotector
Phone stand Phoneinsurance
Cameraaccessories
Any iPhone Any Android
Which of these accessories/services for your phone did you purchase separately?
AudioPower Protection Other
In general, iPhone users purchase more accessories/services separately, except for wired earphones
Source: Deloitte Global Mobile Consumer Survey 2019, NL editionWeighted Base: All respondents owning a phone (2019 NL Edition: n=1934)
Devices UsageConnectivity
Dutch Global Mobile Consumer Survey 2019© 2019 Deloitte The Netherlands 15
Connected device ownership grows to 77%, driven by growth across all connected device categories
Which of the following connected devices do you own or have access to?
11%
9%
6%
6%
8%
15%
22%
22%
29%
50%
75%
14%
12%
8%
7%
11%
18%
29%
26%
30%
51%
77%
Fitness band
Smart watch
Connected Car system
A home appliance
Smart lighting systems
Smart thermostat
Wireless speaker
Video streaming device
Games console
Smart TV
At least one device
2019 2018
Connected entertainment
Connected home
Connected car
Connected self
Source: Deloitte Global Mobile Consumer Survey 2019, NL editionWeighted Base: All respondents (2019 NL Edition: n=2000)
Devices UsageConnectivity
Dutch Global Mobile Consumer Survey 2019© 2019 Deloitte The Netherlands 16
57% of smartphones were purchased within the last 18 months, which is a decrease of 2%-points compared to last year’s figures
When did you buy or receive your current smartphone?
Source: Deloitte Global Mobile Consumer Survey 2019, NL edition and global data aggregationWeighted Base: All respondents owning a smartphone (NL edition: n=1860)
21%
36%
26%
10%
5%
2%
In 2019 In 2018 In 2017 In 2016 Before 2016 Don't know
Not only in the Netherlands, but also on a global scale a trend is being observed for lengthening mobile phone life span. This began in 2018 and will continue through 2019. Gartner predicts that high-end phone life span will increase from 2.6 years to nearly 2.9 years through 2023. Furthermore, Gartner estimates that sales of smartphones will decline by 2.5% in 2019, which would be the steepest decline in history.
Gartner, July 2019
“
”
57%
Devices UsageConnectivity
Dutch Global Mobile Consumer Survey 2019© 2019 Deloitte The Netherlands 17
In Europe, NL shows the highest percentage of people with smartphones bought or received in the last 18 months
When did you buy or receive your current smartphone? In the last 18 months
Source: Deloitte Global Mobile Consumer Survey 2019, NL edition and global data aggregationWeighted Base: All respondents owning a smartphone (NL edition: n=1860)
57% 55% 54% 54% 53% 53% 52%49% 48% 47%
2018 2019
78%
71%
66%
58%54%
52%
44%
Devices UsageConnectivity
Europe Other countries
Dutch Global Mobile Consumer Survey 2019© 2019 Deloitte The Netherlands 18
Huawei growth stagnated for the first time since 2013, while OnePlus captures 2% of the installed base in the Netherlands
Thinking about your main phone, what is the brand and model of your current handset?
Source: Deloitte Global Mobile Consumer Survey 2013 - 2019, NL editionWeighted Base: All respondents owning a phone (2019 NL Edition: n=1934)
2013 2014 2015 2016 2017 2018 2019
NOKIA: 3%
SONY: 3%
Motorola: 3%
Apple: 32%
Samsung: 39 %
LG: 2%
Other: 6%
HTC: 0 %
OnePlus: 2%
Devices UsageConnectivity
Huawei: 9%
Dutch Global Mobile Consumer Survey 2019© 2019 Deloitte The Netherlands 19
The Netherlands has a higher adoption of Samsung compared to Apple brand phones, Europe shows variety in brand adoption
Thinking about your main phone, what is the brand and model of your current handset?
Source: Deloitte Global Mobile Consumer Survey 2019, NL edition and global data aggregationWeighted Base: All respondents owning a smartphone of the brands Apple, Samsung and Huawei (2019 NL Edition: n=1514)
55%
42%
33% 33%30%
23%20%
18%16% 16%
26%
31%
32%40%
34%32%
39%
30%28%
25%
7%
12%
8% 9%
14%
18%
14%
24%
17% 18%
Apple Samsung Huawei
40% 40%
30%
20%
10% 9%7%
33%
36%
3% 3%
24%
41%
44%
2%4%
6%
56%
15%
0%
8%
Devices UsageConnectivity
Europe Other countries
Dutch Global Mobile Consumer Survey 2019© 2019 Deloitte The Netherlands 20
88% of Apple phone owners previously owned an Apple brand phone, and seem to be most loyal to the brand
Thinking about your main phone, what is the brand and model of your current handset?
Samsung
Apple
Other Android
Huawei
88 %
74 %
52 %
More Samsung owners (7%) switch to Apple than vice versa (5%)
More Samsung owners (7%) switch to Huawei than vice versa (3%)
17 % of new Samsung owners previously owned another Android brand
Current phone brandPrevious phone brand
Source: Deloitte Global Mobile Consumer Survey 2019, NL editionWeighted Base: All respondents owning a smartphone (NL edition: n=1860)
Devices UsageConnectivity
Dutch Global Mobile Consumer Survey 2019© 2019 Deloitte The Netherlands 21
Apple is most popular among 18-34 year olds, Samsung has higher adoption among the 35+ age groups
Thinking about your main phone, what is the brand and model of your current handset?
Source: Deloitte Global Mobile Consumer Survey 2019, NL editionWeighted Base: All respondents owning a smartphone (NL edition: n=1860)
40%38%
32%29%
27%
30%
34%
42% 42% 42%
18-24 25-34 35-44 45-54 55+
Apple Samsung
Devices UsageConnectivity
Dutch Global Mobile Consumer Survey 2019© 2019 Deloitte The Netherlands 22
Laptop has become the preferred device for the two remaining activities previously preferred to be performed on a tablet
Which, if any, is your preferred device for each of the following activities?
Source: Deloitte Global Mobile Consumer Survey 2019, NL editionWeighted Base: All respondents who have a smartphone, tablet or laptop (n=1934)
Check bank balances
Check social networks
Video Calls
Play games
Watch shortvideos
Read the news
Take photos and record videos
Voice calls using Internet
Online search
Watch live TV
Browseshopping websites
Make onlinepurchases
Streamfilms or TV series
Watch TV via catch-up services
Devices UsageConnectivity
Dutch Global Mobile Consumer Survey 2019© 2019 Deloitte The Netherlands 23
Mobile phone is the preferred device for younger age groups for online search, older age group prefer to use a laptop or PC
Which, if any, is your preferred device for each of the following activities? - Online search
49% 51%46%
30%
11%
7%9% 16%
14%
19%
5%6% 2%
4%
6%
39%34% 36%
52%
64%
18-24 25-34 35-44 45-54 55+
Mobile phone Tablet Other Laptop or computer
Source: Deloitte Global Mobile Consumer Survey 2019, NL editionWeighted Base: All respondents who have a smartphone, tablet or laptop (n=1934)
Devices UsageConnectivity
24Dutch Global Mobile Consumer Survey 2019© 2019 Deloitte The Netherlands
Dutch Global Mobile Consumer Survey 2019© 2019 Deloitte The Netherlands 25
Sim-only penetration follows trend and reaches 52%
Percentage of sim-only post-pay phone users
2015
37%
2014
16%
2016 2017
42%
52%
2019
50%
2018
Source: Deloitte Global Mobile Consumer Survey 2013 - 2019, NL editionWeighted Base: All respondents owning a phone (2019 NL Edition: n=1934)
Devices UsageConnectivity
46%
Dutch Global Mobile Consumer Survey 2019© 2019 Deloitte The Netherlands 26
Pre-paid base has declined by 4%-points and reaches 10%
Is your main phone on…?
Source: Deloitte Global Mobile Consumer Survey 2018 - 2019, NL editionWeighted Base: All respondents owning a phone (2019 NL Edition: n=1934)
Devices UsageConnectivity
Post paid SIM-only
52%Post paid including
phone
36% Pre-paid package
14%
=+2 +2
-4
Dutch Global Mobile Consumer Survey 2019© 2019 Deloitte The Netherlands 27
MNO base has grown with 2% at the expense of MNO sub-brands
Source: Deloitte Global Mobile Consumer Survey 2016 - 2019, NL editionWeighted Base: All respondents owning a phone (2019 NL Edition: n=1934)MNO: KPN, T-Mobile, Vodafone, Tele2, MNOsub: Telfort, Ben, Simyo, Hollandsnieuwe, Ziggo, MVNO: all other brands
Which mobile operator do you use for your main phone?
63%
24%
13%
65%
22%
13%
MNO MNO Sub MVNO
2016 2017 2018 2019
+2
=
-2
Devices UsageConnectivity
Dutch Global Mobile Consumer Survey 2019© 2019 Deloitte The Netherlands 28
MVNO’s are most popular with the youngest age group
Source: Deloitte Global Mobile Consumer Survey 2016 - 2019, NL editionWeighted Base: All respondents owning a phone (2019 NL Edition: n=1934)MNO: KPN, T-Mobile, Vodafone, Tele2, MNOsub: Telfort, Ben, Simyo, Hollandsnieuwe, Ziggo, MVNO: all other brands
Which mobile operator do you use for your main phone?
56%
69% 67%69%
63%
20% 22% 24%20%
24%23%
10% 10% 11%13%
18-24 25-34 35-44 45-54 55+
MNO MNO-sub MVNO
Devices UsageConnectivity
Dutch Global Mobile Consumer Survey 2019© 2019 Deloitte The Netherlands 29
The traditional big three brands have the highest share of customers who never switched mobile phone operator
Source: Deloitte Global Mobile Consumer Survey 2019, NL editionWeighted Base: All respondents owning a phone (2019 NL Edition: n=1934)MNO: KPN, T-Mobile, Vodafone, Tele2, MNOsub: Telfort, Ben, Simyo, Hollandsnieuwe, Ziggo, MVNO: all other brands
When was the last time that you changed your mobile phone operator?
35%33%
37%
16% 16%
5%
37%
31%
36%
27%
40% 39%
14%15% 16%
29%
24%22%
14%
21%
12%
28%
20%
34%
T-Mobile Vodafone KPN Tele2 MNO Sub MVNO
I have never changed my operator < 4 years Between 2 - 4 years < 2years
Devices UsageConnectivity
Dutch Global Mobile Consumer Survey 2019© 2019 Deloitte The Netherlands 30
Younger age groups are more willing to actively switch to 5G
Source: Deloitte Global Mobile Consumer Survey 2019, NL editionWeighted Base: All respondents owning a phone (2019 NL Edition: n=1934)
Which of the following best describes your attitude towards 5G networks?
23%
27%
15%
11%
14%
33%
I would switch to a 5G network as soon as it isavailable
I would switch to a 5G network if I starthearing good things about it
I would switch to a 5G network if it was thestandard offering and there was no alternative
18-24 25-34 35-44 45-54 55+
Devices UsageConnectivity
Dutch Global Mobile Consumer Survey 2019© 2019 Deloitte The Netherlands 31
Younger age groups seem more willing to pay premium for 5G
Source: Deloitte Global Mobile Consumer Survey 2019, NL editionWeighted Base: All respondents owning a phone (2019 NL Edition: n=1934)
If 5G network speeds were ten times faster than those provided by 4G/LTE networks,
how much more per month would you be willing to pay?
60%
42%
36%
30%33%
I am willing to pay more for 5G
18-24 25-34 35-44 45-54 55+
38%
40%
27%
15%
17%
I am not willing to pay morefor 5G
Up to €5
€6-€10
More than €10
18-24 25-34 35-44 45-54 55+
Devices UsageConnectivity
Dutch Global Mobile Consumer Survey 2019© 2019 Deloitte The Netherlands 32
Awareness around information sharing has increased for most information categories
Source: Deloitte Global Mobile Consumer Survey 2019, NL editionWeighted Base: All respondents owning a phone (2019 NL Edition: n=1934)
Thinking about companies which you may interact with online (such as Facebook, public Wi-Fi providers,
online retailers), as far of you are aware, which information do you already share with them?
48%
27%
23%20%
17% 16%
12%
6%
17%
50%
31%
24%21%
19%
15%
11%
5%
18%
My email address My phone number My browsing activity
(i.e. that the sites
you browse on areshared with a third
party)
My address My photos My purchase history Access to my
friends' contact list
A list of calls that
you make from your
phone
I never share any of
these forms of
personal information
2018 2019
Devices UsageConnectivity
Dutch Global Mobile Consumer Survey 2019© 2019 Deloitte The Netherlands 33
There is a slight increase in belief that companies share personal data with third parties
Source: Deloitte Global Mobile Consumer Survey 2019, NL editionWeighted Base: All respondents owning a phone (2019 NL Edition: n=1934)
Do you believe the companies you interact with
online use your personal data?
Do you believe that the companies you
interact with online share your personal data
with third parties (e.g. social networks sharing
data with retailers)?
Yes No
93%=
2018
Yes No
89%2018
+2
Devices UsageConnectivity
Dutch Global Mobile Consumer Survey 2019© 2019 Deloitte The Netherlands 34
People are more concerned about their data being shared with third parties, compared to using or storing their personal data
To what extent, if at all, would you say you are concerned about how companies you interact with online...?
Source: Deloitte Global Mobile Consumer Survey 2019, NL editionWeighted Base: All adults 18-70 who think companies use or share their personal data, 2019 n = 1578
Use your personal data Store your personal data Share your personal data with third parties
Concerned
62%
Concerned
64%
Concerned
72%
Devices UsageConnectivity
Dutch Global Mobile Consumer Survey 2019© 2019 Deloitte The Netherlands 35
Most people increasingly accept the terms and conditions without reading them
How often, if at all, do you accept terms and conditions without reading them?
Source: Deloitte Global Mobile Consumer Survey 2019, NL editionWeighted Base: All respondents owning a smartphone (NL edition: n=1860
61% 23% 9% 6%
(Almost) always Sometimes Hardly ever Never
+3
Devices UsageConnectivity
Dutch Global Mobile Consumer Survey 2019© 2019 Deloitte The Netherlands 36
MNO customers show lowest churn, while MVNO customers seem least loyal
Which operator were you previously with?
Source: Deloitte Global Mobile Consumer Survey 2019, NL editionWeighted Base: All respondents owning a phone (2019 NL Edition: n=1934)
MNO73 %
Current operator
MNO Sub
MVNO
73% of former MNO users previously had MNO
30% of former MNO Sub previously had MNO Sub
20% of MVNO users previously had MVNO20 %
30 %
Previous operator
Devices UsageConnectivity
Dutch Global Mobile Consumer Survey 2019© 2019 Deloitte The Netherlands 37
KPN customers show lowest churn, while Tele2 customers seem least loyal
Which operator were you previously with?
Source: Deloitte Global Mobile Consumer Survey 2019, NL editionWeighted Base: All respondents owning a phone and have an MNO brand as a current and previous operator, 2019 n = 863
MNO
Current operator
Tele2
T-Mobile
Previous operator
Vodafone
Devices UsageConnectivity
52 % 52% of KPN users previously had KPN
42 %
38 %
42% of T-Mobile users previously had T-Mobile
38% of Tele2 users previously had Tele2
39 % 39% of Vodafone users previously had Vodafone
Dutch Global Mobile Consumer Survey 2019© 2019 Deloitte The Netherlands 38
Monthly cost is the main reason for choosing a provider, followed by no hidden costs and quality of voice coverage
Which services are important to you?
Source: Deloitte Global Mobile Consumer Survey 2019, NL editionWeighted Base: All respondents owning a phone (2019 NL Edition: n=1934)
70%
69%
61%
53%
26%
36%
34%
15%
22%
22%
30%
30%
34%
36%
47%
37%
8%
9%
8%
16%
40%
28%
19%
48%
Total Monthy Cost
No hidden/surprise cost
Quality of voice coverage
Quality of internet access
Data rollover
Unlimited data tariff availability
Quality of customer service
Shorter contract length
Very Important Fairly Important Not Important
Devices UsageConnectivity
Dutch Global Mobile Consumer Survey 2019© 2019 Deloitte The Netherlands 39
Vodafone and KPN customers find availability of additional services more important than customers of other operators
Are additional services important to you?
Source: Deloitte Global Mobile Consumer Survey 2019, NL editionWeighted Base: All respondents owning a phone (2019 NL Edition: n=1934)MNO: KPN, T-Mobile, Vodafone, Tele2, MNOsub: Telfort, Ben, Simyo, Hollandsnieuwe, Ziggo, MVNO: all other brands
27%
22%
18%
20%
14%
18%
32%
30%
29%
23%
25%
25%
41%
48%
53%
57%
62%
57%
KPN
Vodafone
Tele2
T-Mobile
MNO-sub
MVNO
Very important Fairly important Not important
Additional Services include:
• Connected homes
• Wi-fi hotspots
• Music streaming
• Additional video content
Devices UsageConnectivity
Dutch Global Mobile Consumer Survey 2019© 2019 Deloitte The Netherlands 40
Online purchases increased in 2019, whereas in-store purchases have declined
Which, if any, of the following apply to how you got your current phone?
Source: Deloitte Global Mobile Consumer Survey 2018, NL editionWeighted Base: All respondents owning a phone (2019 NL Edition: n=1934)
40%
28%
10%
6%
4%
4%
4%
3%
1%
39%
31%
11%
4%
4%
4%
4%
3%
1%
I purchased it online and had it delivered
I purchased it in-store
I received it from a family member or friend
It was provided by my employer
I purchased it via a sales representative over the phone and picked it up in-store
I purchased it online and picked it up in-store
I purchased it via a sales representative over the phone and had it delivered
Other
I leased it
2019 2018
Devices UsageConnectivity
Dutch Global Mobile Consumer Survey 2019© 2019 Deloitte The Netherlands 41
In-store purchases are strongly preferred over online purchases only by the 55+ age group
Which, if any, of the following apply to how you got your current phone?
Source: Deloitte Global Mobile Consumer Survey 2019, NL editionWeighted Base: All respondents owning a phone (2019 NL Edition: n=1934)
12%
16%15%
22%
35%
14%
19%18%
23%
26%
18-24 25-34 35-44 45-54 55+
I purchased it in-store I purchased it online and had it delivered
In-store Online
Devices UsageConnectivity
Dutch Global Mobile Consumer Survey 2019© 2019 Deloitte The Netherlands 42
Online phone purchases decreased for e-commerce websites, while mobile operators see an increase
You said you purchased your current phone online, which of the following best describes where you
purchased it from?
Source: Deloitte Global Mobile Consumer Survey 2019, NL editionWeighted Base: All respondents who bought their phone or smartphone online (2019 NL Edition: n=838)
Online
32%
26%
18%
6%
2%
1%
14%
30%
30%
17%
5%
3%
2%
13%
From a mobile operator
From an e-commerce website
From a mobile phone store
From the manufacturer
From a phone recycling/refurbishing company/ individual resale
From a department store
Other
2019 2018
Devices UsageConnectivity
Dutch Global Mobile Consumer Survey 2019© 2019 Deloitte The Netherlands 43
Mobile operator stores and electronic retailers are the most used channels for in-store phone purchases
You said you purchased your current phone in-store, which of the following best describes where you
purchased it from?
Source: Deloitte Global Mobile Consumer Survey 2019, NL editionWeighted Base: All respondents who bought their phone or smartphone in-store (2019 NL Edition: n=544)
In-store
36%
29%
24%
6%
1%
0%
4%
32%
28%
26%
5%
2%
2%
5%
From a mobile operator
From an electronics retailer
From a mobile phone store
From a manufacturer store
From a supermarket
From a department store
Other
2019 2018
Devices UsageConnectivity
Dutch Global Mobile Consumer Survey 2019© 2019 Deloitte The Netherlands 44
Most customers would like to be able to fix their phones, buy & try new phones and research tariffs in-stores
Which of the following things would you like to be able to do in an operator store?
Source: Deloitte Global Mobile Consumer Survey 2019, NL editionWeighted Base: All respondents owning a phone (2019 NL Edition: n=1934)
51%
44%
42%
39%
33%
32%
23%
22%
19%
15%
13%
12%
Repair my phone
Buy new phone
Get advice on tariff which best suits my needs
Try new phones
Renew contract of purchase additional airtime
Purchase accessories and relevant devices
Guidance on how to use smartphones
None of these
Understanding the bill
Talk about latest phones/advancements
Purchase phone insurance
Get advice on apps
Tariff advice are a new entry to respondent priorities compared to GMCS 2018
Devices UsageConnectivity
Dutch Global Mobile Consumer Survey 2019© 2019 Deloitte The Netherlands 45
The 18-24 age category would most like to be able to buy a new phone in an operator store
Which of the following things would you like to be able to do in an operator store?
Source: Deloitte Global Mobile Consumer Survey 2019, NL editionWeighted Base: All respondents owning a phone (2019 NL Edition: n=1934)
56%
50%
49%
44%
56%
48%
49%
43%
45%
43%
38%
38%
47%
42%
38%
39%
45%
37%
27%
40%
Repair my phone (e.g. screen repair, battery replacement)
Buy new phones
Try out new phones
Get advice on the tariff that best suits my needs
18-24 25-34 35-44 45-54 >55
Devices UsageConnectivity
Dutch Global Mobile Consumer Survey 2019© 2019 Deloitte The Netherlands 46
KPN has the highest share of customers who bought their phone from a mobile operator store
Source: Deloitte Global Mobile Consumer Survey 2019, NL editionWeighted Base: All respondents who bought their phone or smartphone in-store (2019 NL Edition: n=544)
You said you purchased your current phone in-store, which of the following best describes where you
purchased it from?
51%
46%44%
23%
17%20% 20%
38%
23%26% 25%
28%
KPN Vodafone T-Mobile Tele2
From a mobile operator From a mobile phone store From an electronics retailer
Devices UsageConnectivity
47Dutch Global Mobile Consumer Survey 2019© 2019 Deloitte The Netherlands
Dutch Global Mobile Consumer Survey 2019© 2019 Deloitte The Netherlands 48
Daily communication is mostly done via instant messaging, while social networks are showing the largest growth
Do you use each of these on your mobile phone on a daily basis?
Source: Deloitte Global Mobile Consumer Survey 2018 - 2019, NL editionWeighted Base: All respondents owning a phone (2019 NL Edition: n=1934)
34%
51%
59%
72%
36%
61%
68%
78%
Voice calls
Social networks
Emails
Instant messages
2019 2018
Devices UsageConnectivity
Dutch Global Mobile Consumer Survey 2019© 2019 Deloitte The Netherlands 49
Daily and hourly usage of most frequently used apps is increasing, except for Facebook messenger
How often, if at all, do you use each of these on your mobile phone on a daily/hourly basis?
Source: Deloitte Global Mobile Consumer Survey 2018 - 2019, NL editionWeighted Base: All respondents owning a phone (2019 NL Edition: n=1934)
90%
61%
34%
22%
13%
35%
15%
8%
5%
4%
Facebook messenger
Snapchat
Hourly usage Daily usage
+0%
+1%
+0%
-1%
+1%
+9%
+1%
+5%
+5%
+5%
Devices UsageConnectivity
Dutch Global Mobile Consumer Survey 2019© 2019 Deloitte The Netherlands 50
In the 18-24 age group, hourly Facebook usage has decreased significantly, whereas the 35-44 age group has increased
How often, if at all, do you use each of these on your mobile phone on an hourly basis?
Source: Deloitte Global Mobile Consumer Survey 2018 - 2019, NL editionWeighted Base: All respondents owning a phone (2019 NL Edition: n=1934)
22%
4%
1% 1%0%
27%
11%
9%
3%
1%
19%
17%
19%
11% 11%
18-24 25-34 35-44 45-54 55+
Snapchat Instagram Facebook+1%
-2%
-9%
+1%
-1%
+4%
+6%
+5%
-1%+4%
0%0%0%
0%
0%
Devices UsageConnectivity
Dutch Global Mobile Consumer Survey 2019© 2019 Deloitte The Netherlands 51
The number of times people look at their phone during the day keeps increasing
How many times would you estimate you look at your phone in a day?
Source: Deloitte Global Mobile Consumer Survey 2018 - 2019, NL editionWeighted Base: All respondents owning a phone (2019 NL Edition: n=1934)
20%
22%
24%
27%
23%
24%
23%
26%
32%
28%
26%
26%
25%
26%
27%
21%
2016
2017
2018
2019
Over 50 times Between 26 and 50 times Between 11 and 25 times Up to 10 times
Devices UsageConnectivity
Dutch Global Mobile Consumer Survey 2019© 2019 Deloitte The Netherlands 52
People that check their phone more than 50 times a day experience more negative side-effects than less frequent users
Which of the following, if any, do you experience as a result of using your smartphone (too much)?
Source: Deloitte Global Mobile Consumer Survey 2013 - 2019, NL editionWeighted Base: All respondents owning a phone (2019 NL Edition: n=1934)
59%
4%
6%
9%
12%
10%
13%
13%
29%
8%
8%
22%
19%
25%
25%
31%
None of these
Physical pain (e.g. headaches, sore thumbs/fingers)
Not meeting my family and friends as much as I used to
Fear of missing out when I am unable to check my phone
Not communicating as much face-to-face with family and friends,when spending time with them
Feeling like I constantly need to check my phone
Increased levels of distractions when I am trying to complete a task
Not going to sleep at the intended time
I look at my phone more than 50 times a day I look at my phone less than 50 times a day
Devices UsageConnectivity
Dutch Global Mobile Consumer Survey 2019© 2019 Deloitte The Netherlands 53
For the first time in four years a slight decrease is shown in the 18-24 age group looking at their phone more than 50 times a day
Would you estimate you look at your phone more than 50 times in a day?
Source: Deloitte Global Mobile Consumer Survey 2013 - 2019, NL editionWeighted Base: All respondents owning a phone and look at their phones more than 50 times a day (2019 NL Edition: n=503)
36%
32%
22%
16%
10%
46%
33%
28%
17%
6%
52%
36%
30%
14% 13%
51%
39%
34%
22%
9%
18-24 25-34 35-44 45-54 55+
2016 2017 2018 2019
Devices UsageConnectivity
50x
Dutch Global Mobile Consumer Survey 2019© 2019 Deloitte The Netherlands 54
Consumers older than 35 years are increasingly annoyed by their own mobile phone usage
Source: Deloitte Global Mobile Consumer Survey 2013 - 2019, NL editionWeighted Base: All respondents owning a phone and look at their phones more than 50 times a day (2019 NL Edition: n=503)
Overall, do you think you use your mobile phone too much, or not?
Yes, I think I use my mobile phone too much
72%
81%75%
55%
40%
75%81%
76%
63%
51%
69%75%
84%
65% 63%
18-24 25-34 35-44 45-54 55+
2017 2018 2019
Devices UsageConnectivity
50x
Dutch Global Mobile Consumer Survey 2019© 2019 Deloitte The Netherlands 55
Overall, do you think you use your mobile phone too much, or not?
Women tend to be more annoyed by their own phone usage than men
Source: Deloitte Global Mobile Consumer Survey 2013 – 2019, NL editionWeighted Base: All respondents owning a phone and look at their phones more than 50 times a day (2019 NL Edition: n=503)
69%75%
Devices UsageConnectivity
50x
Dutch Global Mobile Consumer Survey 2019© 2019 Deloitte The Netherlands 56
Which of the following, if any, do you experience as a result of using your smartphone (too much)?
Due to frequent smartphone usage, women mostly experience the fear of missing out while men mostly feel distracted
Source: Deloitte Global Mobile Consumer Survey 2013 - 2019, NL editionWeighted Base: All respondents owning a phone and look at their phones more than 50 times a day (2019 NL Edition: n=503)
28%
6%
10%
19%
22%
28%
30%
35%
30%
10%
7%
20%
27%
17%
21%
28%
None of these
Not meeting my family and friends as much as I used to
Physical pain (e.g. headaches, sore thumbs/fingers)
Not communicating as much face-to-face with family and friends,when spending time with them
Increased levels of distractions when I am trying to complete a task
Fear of missing out when I am unable to check my phone
Feeling like I constantly need to check my phone
Not going to sleep at the intended time
Men Women
Devices UsageConnectivity
50x
Dutch Global Mobile Consumer Survey 2019© 2019 Deloitte The Netherlands 57
Phone usage increased for almost every activity type, except for riding a bike, driving and being in a business meeting
Source: Deloitte Global Mobile Consumer Survey 2013 - 2019, NL editionWeighted Base: All respondents owning a phone (2019 NL Edition: n=1934)
+4% Watch TV/film 88%
+3% While out shopping 84%
+2%Eating in a restaurant with family or
friends 70%
+2% Eating home with friends or family 70%
+3%Spending time with friends
or family 87%
+2% Meeting my friends on a night out 79%
+2% Talking to family or friends 70%
90% Using public transport +2%
62% While walking/crossing the road 0%
36% While riding a bike -12%
35% Driving -3%
62% When in a business meeting -3%
94% While at work +1%
43% While exercising N/A
How frequently, if at all, do you use your mobile phone while doing the following?
Devices UsageConnectivity
Dutch Global Mobile Consumer Survey 2019© 2019 Deloitte The Netherlands 58
63% 55%40%
27% 17%
18-24 25-34 35-44 45-54 55+
Consumers using their phone while riding a bike decreased by 13%
Source: Deloitte Global Mobile Consumer Survey 2018 - 2019, NL editionWeighted Base: All respondents owning a phone (2019 NL Edition: n=1934)
How frequently, if at all, do you use your mobile phone while doing the following?
36%
49%
62%
62%
35%
38%
2019
2018
2019
2018
2019
2018
37%51% 47%
33%18%
81% 81% 69% 56% 44%
Driving
Walking/Crossing the road
Riding a bike
-3%
0%
-13%
Devices UsageConnectivity
Dutch Global Mobile Consumer Survey 2019© 2019 Deloitte The Netherlands 59
For which of the following activities, if any, do you use your smartphone while cycling/driving?
If consumers use their phone while driving, they are mostly writing and reading messages or selecting music to stream
Source: Deloitte Global Mobile Consumer Survey 2019, NL editionWeighted Base: All respondents (2019: n=659 (cycling) and n=616 (car))
31%
5%
21%
5%
38%
7%
32%
7%
Writing or reading messages
Watching short videos
Watching videos/pictures shared on messaging network
Selecting music to stream
36% 35%
Devices UsageConnectivity
Dutch Global Mobile Consumer Survey 2019© 2019 Deloitte The Netherlands 60
For which of the following activities, if any, do you use your smartphone while cycling?
Most consumers in the age group 18-24 make are texting and selecting music while cycling
Source: Deloitte Global Mobile Consumer Survey 2013 - 2019, NL editionWeighted Base: All respondents (2019: n=659 (cycling)
Writing or reading messages
51%40%
30% 34% 28%
49%60%
70% 66% 72%
Selecting music to stream
56%39%
23% 19%8%
44%61%
77% 81%92%
18-24 25-34 35-44 45-54 55+
Devices UsageConnectivity
Dutch Global Mobile Consumer Survey 2019© 2019 Deloitte The Netherlands 61
37% 28%16% 16% 8%
63% 72%84% 84% 92%
18-24 25-34 35-44 45-54 55+
For which of the following activities, if any, do you use your smartphone while driving?
People in the age of 25-34 write or read texts more often on while driving compared to other age groups
Source: Deloitte Global Mobile Consumer Survey 2013 - 2019, NL editionWeighted Base: All respondents (2019: n=616 (car))
Writing or reading text
Selecting music to stream
24%35% 33% 34%
21%
76%65% 67% 66%
79%
Devices UsageConnectivity
Dutch Global Mobile Consumer Survey 2019© 2019 Deloitte The Netherlands 62
Do you try to limit your smartphone usage, and if yes: how?
One third of the people actively try to limit their phone use, primarily by turning the sound or smartphone off
Source: Deloitte Global Mobile Consumer Survey 2013 - 2019, NL editionWeighted Base: All respondents owning a phone (2019 NL Edition: n=1934)
64%
69%
Yes
2018
2019
Turn the sound off 41%
Turn the smartphone off 32%
Turn notifications off 26%
Put on do not disturb 16%
Turn data connectivity off 6%
Screen time trackers 6%
Devices UsageConnectivity
Dutch Global Mobile Consumer Survey 2019© 2019 Deloitte The Netherlands 63
How useful, if at all, do you find the screen time tracker for managing your phone usage?
From the people that are using the screen time tracker 46% finds this functionality somewhat useful
Source: Deloitte Global Mobile Consumer Survey 2013 - 2019, NL editionWeighted Base: All respondents that use the screen time tracker (2019: n=107)
46%
26%
24%
4%
Somewhat useful
Not very useful
Very useful
Not at all useful
Devices UsageConnectivity
Dutch Global Mobile Consumer Survey 2019© 2019 Deloitte The Netherlands 64
Unlocking via identification has increased, with the highest growth seen in finger recognition and facial recognition
Source: Deloitte Global Mobile Consumer Survey 2013 - 2019, NL editionWeighted Base: All respondents owning a smartphone (NL edition: n=1860)
Which, if any, of the methods listed below have you used to identify yourself when unlocking your
smartphone, authorizing mobile payments or other transactions?
15%
3%
3%
5%
38%
69%
11%
3%
5%
14%
49%
75%
None of these
Voice recognition
Eye/iris recognition
Facial recognition
Fingerprint recognition
PIN or password authentication
2019 2018
Devices UsageConnectivity
Dutch Global Mobile Consumer Survey 2019© 2019 Deloitte The Netherlands 65
How do you use these methods to identify yourself?
48% of fingerprint users use it to log into apps and 54% of facial recognition users use that to log in to apps
Source: Deloitte Global Mobile Consumer Survey 2019, NL edition Weighted Base: All respondents who have used fingerprint or facial recognition on their smartphone (2019: n=920)
77%76%
48%
39%
Uses fingerprint for that activity
To authorize money transfer
To log in to apps
To authorize payments/purchases
To unlock my device
78%76%
54% 41%
Uses facial recognition for that activity
To authorize money transfer
To log in to apps
To authorize payments/purchases
To unlock my device
+2%
+6%
Devices UsageConnectivity
Dutch Global Mobile Consumer Survey 2019© 2019 Deloitte The Netherlands 66
Do you use your mobile phone to play games?
The majority of the people owning a smartphone plays games on their device, daily gaming is done by all groups
Source: Deloitte Global Mobile Consumer Survey 2019, NL editionWeighted Base: All respondents owning a smartphone (NL edition: n=1860)
46%
13%
13%
28%
Never
Less often
At least once a week
At least once a day
54%
30% 30%
33%
29%
22%
18-24 25-34 35-44 45-54 55+
At least once a day At least once a week Less often
Devices UsageConnectivity
Dutch Global Mobile Consumer Survey 2019© 2019 Deloitte The Netherlands 67
Do you use your mobile phone to play games?
53% of the mobile gamers are women, Apple phone owners tend to game more often
Source: Deloitte Global Mobile Consumer Survey 2019, NL editionWeighted Base: All respondents owning a smartphone (NL edition: n=1860)
53%47%
50%
49%
39%
Huawei
Samsung
Apple
At least once a day At least once a week Less often Never
Devices UsageConnectivity
61%
Dutch Global Mobile Consumer Survey 2019© 2019 Deloitte The Netherlands 68
Which, if any, of the following types of games do you play on a smartphone?
Women play casual, board, card and AR games more often while men play more strategy and action games
Source: Deloitte Global Mobile Consumer Survey 2019, NL editionWeighted Base: All respondents owning a smartphone (NL edition: n=1860)
5%
5%
5%
5%
9%
6%
12%
14%
20%
1%
1%
1%
2%
5%
7%
16%
18%
33%
Racing games
Casino/Betting
Sports
Action/Adventure
Strategy
Augmented Reality (AR) games
Card games
Board/word
Casual/Puzzle
Women Men
Devices UsageConnectivity
Dutch Global Mobile Consumer Survey 2019© 2019 Deloitte The Netherlands 69
When do you tend to play games on your mobile phone?
Gaming is mostly an evening activity, and 28% of consumers play games just before going to bed
Source: Deloitte Global Mobile Consumer Survey 2019, NL editionWeighted Base: All respondents who play games on their smartphone (n=1000)
17% games when waking
up/before they starting the day
22% games while
while commuting 17% games while at school/uni/work
3% games when eating out
64% games while relaxing at
home
Morning Midday Evening Midnight
8% games during meal
time at home
28% games around bed time or just before
going to bed
3% games when spending time with
family or friends
27%games
while watching TV
Devices UsageConnectivity
Dutch Global Mobile Consumer Survey 2019© 2019 Deloitte The Netherlands 70
Do you play single player or multiplayer games?
85% of smartphone gamers play single player games, younger age groups are more likely to play multiplayer games
Source: Deloitte Global Mobile Consumer Survey 2019, NL editionWeighted Base: All respondents who play games on their smartphone (n=1000)
15%
85%
Multiplayer
Single player
80% 88% 85% 86% 85%
22%17% 15% 12%
9%
18 - 24 25 - 34 35 - 44 45 - 54 55+
Devices UsageConnectivity
Dutch Global Mobile Consumer Survey 2019© 2019 Deloitte The Netherlands 71
Do you spend on in-app purchases for mobile games, and if so: how much each month?
16% of the smartphone gamers make in-app purchases, youngsters spend higher amounts
Source: Deloitte Global Mobile Consumer Survey 2019, NL editionWeighted Base: All respondents who play games on their smartphone (n=1000)
16%
Yes, I make in-app purchases
19%
21%
9%
50%
39%
37%
29%
54%
6%
26%
23%
25%
18%
38%
16%
11%
25%
6%
13%
10%
18%
6%
1 - 5 Euro
6 - 10 Euro
11 - 15 Euro
16 - 20 Euro
21+ Euro
18 - 24 25 - 34 35 - 44 45 - 55 55+
Devices UsageConnectivity
Dutch Global Mobile Consumer Survey 2019© 2019 Deloitte The Netherlands 72
Of the in-app gaming purchases, buying in-app credits is the most popular category
Source: Deloitte Global Mobile Consumer Survey 2019, NL editionWeighted Base: All respondents who play games on their smartphone (n=1000)
You mentioned that you have made an in-app gaming purchase(s). Which, if any, of the following
have you purchased?
25%
8%
9%
10%
10%
16%
16%
18%
22%
26%
None of these
To remove time limitations to continue…
To buy exclusive extra content
To gain access to a new level or area
To purchase in-game skins/characters
To purchase in-game equipment/items
To skip ads in a free version
To get speed ups
To purchase/unlock the full game
To get in-app credits or currency
Devices UsageConnectivity
Contact & Team
Dutch Global Mobile Consumer Survey 2019© 2019 Deloitte The Netherlands 75
Joël van Veen
Jr. Manager | Deloitte TMT Risk
+31 6 8333 0394
Marc Beijn
Director | Deloitte TMT Consulting
+31 6 8201 9400
Patrick Steemers
Partner | Segment Lead Telecom
+31 6 8201 9347
Esmée de Nooy
Jr. Manager | Deloitte TMT Risk
With special thanks to:
Erik Huizer
Iris Hielkema
Matthijs Niemeijer
Sr. Consultant | Deloitte TMT Risk
Twan Houwers
Consultant | Deloitte Consulting
Avinash Pandey
Manager| Monitor Deloitte
Robert Boer
Consultant | Deloitte Consulting
Contact
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