Accenture Belgian Mobility Survey 2013


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Accenture Belgian Mobility Survey (2013)

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Accenture Belgian Mobility Survey 2013

  1. 1. Mobility in BelgiumTime to Invest
  2. 2. IntroductionThe increasing use of mobile devices is rapidly changing thebusiness landscape on a global scale. Mobile penetration isalready remarkable and mobile adoption curves continue toclimb fast. Mobile devices are no longer simply conveniencetools or expensive toys; they are becoming the most importantmedium for users to connect to the Internet. The new age ofmobility—apps, mobile sites, WIFI, 3G and 4G—opens up plentyof opportunities for companies to better engage with theircustomers. In order to identify relevant trends for the localmarket, Accenture has conducted a behavioral survey in Belgiumto take the pulse of people already using a mobile device.About the surveyIn January 2013, Accenture conducted an online survey with 1038 mobile deviceusers based in Belgium.The target group covered smartphone users and tablet users. 79 percent of thosesurveyed uses a smartphone whereas 58 percent of those surveyed uses a tabletand 37 percent combine the usage of both devices. 2
  3. 3. Executive summaryThe survey delivers insights into Belgian market trends andanswers questions that will help companies continue todevelop their mobile capabilities and support wiser investmentdecisions in this technology.1) The digital customer segment Companies need to seize the opportunity to develop the right sales and service approach for the mobileis ready to go mobile – The customer and tap into this potentially profitablemobile offering is currently customer segment.lagging behind 2) Apps rule: Don’t make it aToday more than 90% of mobile device users arepurchasing goods and accessing services online.How mobile websitecan the mobile channel better leverage this? Although there is growing demand for mobile offerings, companies should refrain from simplyThe population already regularly using a mobile transposing their existing online presence to adevice is growing. This population is a very attractive smaller screen. Our study shows that customerscustomer segment with high purchasing power. are looking for value-adding apps rather thanCurrently, 47% of the Belgian active population goes mobile-enabled websites that are easy to use.nearly every day online via Smartphone and 32% viaTablet, this last also being a fast growing segment In order to be relevant, companies need to build newespecially by the 30+. This segment is ready to be capabilities that answer their customers’ needs –fully digitally served. rather than extending existing services to another channel.In some industries, Mobile buyers are alreadyspending more than half of their digital budget viamobile devices: Depending on the type of product, 3) Three OS dominate18% to 44% spend more than half of their digital Windows is now the clear N°3 in the Belgianbudget via their mobile device. market. The trio iOS, Android, and Windows cover 92% of the market. This offers a clear choice forHowever, use of mobile devices is not yet companies to concentrate their mobile efforts oncomparable to desktop use. This may be due to the three leading operating systems in order toan underdeveloped mobile offering or a lack of satisfy the large majority of their customers.customer experience. 3
  4. 4. The digital customer segment is ready to go mobile –The mobile offering is currently lagging behindMobile device users are heavy online consumers. Pre-purchase preparation Pre-sale: Online search for information on consumer goodsWhen looking at Internet use without taking intoconsideration the device used to get online, 96% If we look at the development of mobileof mobile users have searched for information device usage, we see that growth rates are Smartphoneon consumer goods in the past 12 months and significantly higher for tablets (44%) and86% have purchased consumer goods online. smartphones (35%) compared to the traditional desktop, with some industries – like travel,The survey shows that tablets and smartphones media, and groceries leading the transition. Tabletare used across all age groups but they attract thehighest usage among students and the workingpopulation. Whereas the use of smartphones is Purchasing goods & services Desktop/laptopwidespread, the working population dominates Depending on the type of product 18% to 44% ofin terms of the use of tablets, indicating that people buying via mobile devices spend more thantablet access and use are subject to ownership. 50% of their digital budget via their mobile device 0% 10% 20% 30% 40% 50% 60%All users combined, we see that 57% of Looking to the future, we also see a significant Higher use No change Lower usesmartphone users are going online daily, andthis proportion increases among the owners increase in the use of mobile devices to purchaseof tablets – of which 64% go online daily. products, this increase isn’t as steep as for pre- purchase preparation with smartphones (17%) and tablets (18%), and it is still predicted to Sale: Online purchase of consumer goodsThe mobile device user has a large appetite foronline services, pre-purchase preparation and grow slower than desktop transactions (32%).actual purchasing. Ninety-six percent of mobile Smartphonedevice users have been searching for informationonline with the intention of buying goods, whereas Online customer services87% of mobile device users have been buying Similar to the online purchase process, we alsogoods online. In addition, 95% of mobile device see that for certain types of customer services Tabletusers are using online customer services. the penetration of the tablet or smartphone is becoming significant when compared to the desktop (i.e. online bank transactions now stand Desktop/laptop at 11% for smartphones and 11% for tablets). The penetration of the desktop for online customer 0% 10% 20% 30% 40% 50% 60% services remains very strong (over 94 % on average) compared with tablets (11 %) and smartphones (7%). Higher use No change Lower use 4
  5. 5. In selected industries, the mobile customer segmentis spending via mobileTravel & Transport: Media, books & press: Groceries:44% of people buying online via 43% of people buying online via 38% of people buying online viaMobile device allocate 50% or more Mobile device allocate 50% or more Mobile device allocate 50% or moreof their annual online budget to of their annual online budget to of their annual online budget tomobile transactions mobile transactions mobile transactionsPart of Mobile buyers spending more than 50% of their yearly online purchase budget via MobileTravel & TransportMedia, Books & PressGroceries 0% 10% 20% 30% 40% 50% 5
  6. 6. Apps rule: Don’t make it a mobile websiteThe mobile environment currently provides a Use of App versus use of Mobile websiteswide range of apps covering nearly all consumerservices and access to the consumer goodsmarket. While such online activities are also Bookingenabled via mobile websites, apps appearto be the preferred route for current mobile Ticketsconsumers. On average, the use of apps is 1,5times greater than the use of mobile websites, Health servicesand this trend is corroborated in all segmentsof the consumer goods and services market. Utility servicesThe message from the customer is clear: not onlydo they already preferring using apps over mobile Financial Serviceswebsites today, but they also are indicating thatthey will significantly increase their use of apps Media, Books & Pressover the next year. In fact, out of the mobile deviceusers interviewed for this survey, 30% indicated Telecomtheir intention to extend their use of apps. IT equipment Travel & Transport Groceries Fashion Health care Home & Office 0% 5% 10% 15% 20% 25% Mobile sites App’s 6
  7. 7. OS: Windows now established as N°3 in the Belgian marketThe Belgian market is not fragmented. Rather we see Use of Operating Systemsit is consolidating around three Operating Systems(OS): iOS, Android, and Windows. Together, they 3% 5% 12%cover 92% of the market.Another global trend the market faces – and whichis fundamental to success – is the multi operatingsystem landscape. Belgium is no exception. Inrecent years, the diversity of operating systems hasbeen growing with two major players (Android andiOS) still dominating the market, whereas in othercountries, Windows has a slightly higher marketshare than in Belgium. WindowsWhile users are divided between the different 34% iOS (Apple)leading operating systems, the availability of appsthat function across all of them is essential to 46% Androidreach the whole mobile market potential and not tofrustrate existing customers. Blackberry Other 7
  8. 8. About the Authors About AccentureWim Decraene Accenture is a global management consulting,Managing Director Mobility Services technology services and outsourcing company, withAccenture Brussels approximately 261,000 people serving clients in more than 120 countries. Combining unparalleledWim Decraene is a Managing Director at Accenture, experience, comprehensive capabilities across allbased in Brussels, in charge of Accenture Mobility industries and business functions, and extensiveServices for the Belgian and Luxembourg market. research on the world’s most successful companies,In this role, he has the responsibility of working Accenture collaborates with clients to helpclosely with companies and governmental them become high-performance businesses andagencies to drive their development of assets and governments. The company generated net revenues ofcapabilities to meet the Mobile revolution. For the US$27.9 billion for the fiscal year ended Aug. 31, 2012.last 6 years, Wim has been advising a broad range Its home page is clients in the Financial Services and Productsindustry on how to best unlock value in the e- andm-Commerce space. In particular, he has beenworking with large banks and insurers to developstrategies for their role in the mobile-commerceecosystem. Wim is also the Strategy PracticeLead for Accenture BeLux. He joined Accenture in1998 and holds a Masters degree as CommercialEngineer from the Catholic University of Leuven.Copyright © 2013 AccentureAll rights reserved.Accenture, its logo, andHigh Performance Deliveredare trademarks of Accenture. 13-1359