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2IntroductionThe 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.
3Executive 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 segmentis ready to go mobile – Themobile offering is currentlylagging behindToday more than 90% of mobile device users arepurchasing goods and accessing services online.Howcan the mobile channel better leverage this?The population already regularly using a mobiledevice is growing. This population is a very attractivecustomer segment with high purchasing power.Currently, 47% of the Belgian active population goesnearly every day online via Smartphone and 32% viaTablet, this last also being a fast growing segmentespecially by the 30+. This segment is ready to befully digitally served.In some industries, Mobile buyers are alreadyspending more than half of their digital budget viamobile devices: Depending on the type of product,18% to 44% spend more than half of their digitalbudget via their mobile device.However, use of mobile devices is not yetcomparable to desktop use. This may be due toan underdeveloped mobile offering or a lack ofcustomer experience.Companies need to seize the opportunity to developthe right sales and service approach for the mobilecustomer and tap into this potentially profitablecustomer segment.2) Apps rule: Don’t make it amobile websiteAlthough there is growing demand for mobileofferings, companies should refrain from simplytransposing their existing online presence to asmaller screen. Our study shows that customersare looking for value-adding apps rather thanmobile-enabled websites that are easy to use.In order to be relevant, companies need to build newcapabilities that answer their customers’ needs –rather than extending existing services to anotherchannel.3) Three OS dominateWindows is now the clear N°3 in the Belgianmarket. The trio iOS, Android, and Windows cover92% of the market. This offers a clear choice forcompanies to concentrate their mobile efforts onthe three leading operating systems in order tosatisfy the large majority of their customers.
4Smartphone0% 60%50%40%30%20%10%TabletDesktop/laptopHigher use No change Lower useSmartphone0% 60%50%40%30%20%10%TabletDesktop/laptopHigher use No change Lower usePre-sale: Online search for information on consumer goodsThe digital customer segment is ready to go mobile –The mobile offering is currently lagging behindMobile device users are heavy online consumers.When looking at Internet use without taking intoconsideration the device used to get online, 96%of mobile users have searched for informationon consumer goods in the past 12 months and86% have purchased consumer goods online.The survey shows that tablets and smartphonesare used across all age groups but they attract thehighest usage among students and the workingpopulation. Whereas the use of smartphones iswidespread, the working population dominatesin terms of the use of tablets, indicating thattablet access and use are subject to ownership.All users combined, we see that 57% ofsmartphone users are going online daily, andthis proportion increases among the ownersof tablets – of which 64% go online daily.The mobile device user has a large appetite foronline services, pre-purchase preparation andactual purchasing. Ninety-six percent of mobiledevice users have been searching for informationonline with the intention of buying goods, whereas87% of mobile device users have been buyinggoods online. In addition, 95% of mobile deviceusers are using online customer services.Pre-purchase preparationIf we look at the development of mobiledevice usage, we see that growth rates aresignificantly higher for tablets (44%) andsmartphones (35%) compared to the traditionaldesktop, with some industries – like travel,media, and groceries leading the transition.Purchasing goods & servicesDepending on the type of product 18% to 44% ofpeople buying via mobile devices spend more than50% of their digital budget via their mobile deviceLooking to the future, we also see a significantincrease in the use of mobile devices to purchaseproducts, this increase isn’t as steep as for pre-purchase preparation with smartphones (17%)and tablets (18%), and it is still predicted togrow slower than desktop transactions (32%).Online customer servicesSimilar to the online purchase process, we alsosee that for certain types of customer servicesthe penetration of the tablet or smartphone isbecoming significant when compared to thedesktop (i.e. online bank transactions now standat 11% for smartphones and 11% for tablets).The penetration of the desktop for online customerservices remains very strong (over 94 % on average)compared with tablets (11 %) and smartphones (7%).Sale: Online purchase of consumer goods
5In selected industries, the mobile customer segmentis spending via mobileTravel & Transport:44% of people buying online viaMobile device allocate 50% or moreof their annual online budget tomobile transactionsMedia, books & press:43% of people buying online viaMobile device allocate 50% or moreof their annual online budget tomobile transactionsGroceries:38% of people buying online viaMobile device allocate 50% or moreof their annual online budget tomobile transactionsPart of Mobile buyers spending more than 50% of their yearly online purchase budget via MobileTravel & Transport0% 50%40%30%20%10%Media, Books & PressGroceries
6Apps rule: Don’t make it a mobile websiteThe mobile environment currently provides awide range of apps covering nearly all consumerservices and access to the consumer goodsmarket. While such online activities are alsoenabled via mobile websites, apps appearto be the preferred route for current mobileconsumers. On average, the use of apps is 1,5times greater than the use of mobile websites,and this trend is corroborated in all segmentsof the consumer goods and services market.The message from the customer is clear: not onlydo they already preferring using apps over mobilewebsites today, but they also are indicating thatthey will significantly increase their use of appsover the next year. In fact, out of the mobile deviceusers interviewed for this survey, 30% indicatedtheir intention to extend their use of apps.Use of App versus use of Mobile websitesBookingTicketsHealth servicesUtility servicesFinancial ServicesMedia, Books & PressTelecomIT equipmentTravel & TransportGroceriesFashionHealth careHome & Office0% 25%20%15%10%5%Mobile sites App’s
7OS: Windows now established as N°3 in the Belgian marketThe Belgian market is not fragmented. Rather we seeit is consolidating around three Operating Systems(OS): iOS, Android, and Windows. Together, theycover 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.While users are divided between the differentleading operating systems, the availability of appsthat function across all of them is essential toreach the whole mobile market potential and not tofrustrate existing customers.Use of Operating SystemsWindowsiOS (Apple)AndroidBlackberryOther12%34%46%5%3%