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iCorelio on Tablets - Belgian market forecast
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iCorelio on Tablets - Belgian market forecast

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Corelio presents status Tablet market with exclusive Belgian data as well- Mark Daemen

Corelio presents status Tablet market with exclusive Belgian data as well- Mark Daemen

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  • « Les ventes de smartphones ont pratiquement doublé en 2010, atteignant les 627.000 unités vendues. Les Smartphones ont représenté 19 % des ventes de GSM en 2010 contre 8 % un an auparavant » – source GFK / Geeko Aegis-Gate One (Chocolate Wave 4, 2011) : 17% of the Belgian population owns a smart phone (difference with our sample is normal as we analyse « surfers only ». iPad penetration : 3% of households (same difference explanation) Chocolate: la vague 4 La quatrième vague du baromètre Chocolate de GateOne (Aegis Media) a livré ses résultats. Pour rappel, cette étude interroge, tous les trois mois, 500 personnes représentatives de la population 15-70 ans en f2f. Le sujet étant l’Internet mobile (équipements, intentions d’achat, usages et attitudes). Cette quatrième vague indique que la progression de l’équipement en smartphones est relativement lente mais certaine: 17% des individus en possèdent un et plus de 20% de la population comptent s’équiper à court ou moyen terme. La fréquence de connexion à l’Internet mobile connaît une progression significative: près de la moitié des possesseurs se connectent régulièrement. Ceci s’explique par des offres plus attractives et le fait que les smartphones deviennent plus propices à une expérience de surf mobile agréable. Au niveau de l’usage, les motivations sociales sont primordiales: e-mails personnels et réseaux sociaux (majoritairement Facebook). Concernant les tablettes, près de neuf personnes sur 10 connaissent leur existence, et ce sur tous les segments étudiés (sexes, âges, classes sociales). Le taux de pénétration étant actuellement de 3%. En terme de profil, les utilisateurs sont principalement des early adopters. Toutefois, les intentions d’achats sont optimistes à court terme, bien que le prix demeure un frein important.

iCorelio on Tablets - Belgian market forecast iCorelio on Tablets - Belgian market forecast Presentation Transcript

  • Mobile Monday 9th May 2011 iCorelio [email_address]
  • Chapter 1. Knowledge & Prejudices
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  • 19.500.000 iPads & 55.000 unique apps sold all over the world # smart phones sold? Belgium: Estimated 2011: + 350.000 iPads sold
    • iPhone is the most sold smartphone
    Prejudice 1
  • Penetration smartphones Source: In The Pocket, mobile agency, 2010 Although Belgium market is less developed compared to other EU countries… 79% of belgian population has a mobile of which 12% are smartphones
    • Limited amount of 3G (BASE offered no 3G)
    • Prohibition of combined sales until recently
    • High subscription fees
    • Lack of flat rate subscription
  • Penetration smartphones * Source: In the Pocket, Mobile Agency, 2010 … there is some potential , mainly with iPhones
  • Penetration smartphones
    • iOS ... is the most appropriate Operating System
    • Apple (iOS):
      • 72% of Belgian market
      • Reaches iPhones, iPads & iPod Touch
      • App Store is one of the most visited application stores worldwide and in Belgium
      • Development process is one of the easiest (compared to other OS)
      • iPhone users exploit the most mobile options
    • Android as second choice
      • Will know a very strong growth
      • Already nr 1 in USA
      • 2010 - Q2: has grown more than 100% in EU compared to 40% growth for Apple
    * Source: In the Pocket, Mobile development Agency, 2010 * Source: In the Pocket, Mobile Agency, 2010
  • Prejudice 2
    • Tablets are used as a portable pc: for working & reading the news
  • Usage of tablets Study: Admob by Google, Tablet Survey March 2011 The vast majority of respondents use their tablet more frequently on weekdays 82% of respondents primarily use their tablet at home
  • Time on tablet Study: Admob by Google, Tablet Survey March 2011 68% of respondents spend at least 1 hour a day on their tablet Tablets are used widely for playing games, searching for information, emailing & reading the news
  • Usage of tablet Study: Admob by Google, Tablet Survey March 2011 28% of respondents said that the tablet is their primary computer 77% of respondents reported that their desktop/laptop usage decreased after they started using a tablet
  • Prejudice 3
    • Only men use smart phones & tablets
  • Smart phone users OPA study: march 2011 by Ant research ( 2 723 Online interviews 18+)
  • Tablet user OPA study: march 2011 by Ant research ( 2 723 Online interviews 18+)
  • Potential? Smart phone should reach 1 surfer over 2 in the coming months Tablets have a potential penetration of 36% Among the following devices, which ones do you currently use and which ones do you intend to use in the coming months OPA study: march 2011 by Ant research ( 2 723 Online interviews 18+)
  • Prejudice 4
    • Tablets are mostly used during breakfast
  • Time of use Tablets are mostly used in the evening. Smart phones all day long. OPA study: march 2011 by Ant research ( 2 723 Online interviews 18+)
  • Time spent
    • On an average day, how much time do you spend on surfing or using apps ?
    50% of tablet users spent more than 1 hour per day surfing or using apps, while only 25% of Smart phone users do so. OPA study: march 2011 by Ant research ( 2 723 Online interviews 18+)
  • Place of use The living room is thé place to use the tablet, the smartphone is used … everywhere’ OPA study: march 2011 by Ant research ( 2 723 Online interviews 18+)
  • Use frequency Tablet use is less frequent than mobile phones or traditional computers. Nevertheless, 80% of tablet owners use it more than 5 times a week. OPA study: march 2011 by Ant research ( 2 723 Online interviews 18+)
  • Conclusions: Mobile
    • Smart phones:
      • Mostly young men
      • Usage increases when buying a smart phone
      • Used alle day long
      • Buying intention high
  • Conclusions: Tablets
    • Tablets:
      • Mostly young men
      • Used less then computer, min. 1h/day
      • Mostly during the evening, at home during weekdays
      • Buying intention very high