iPhone in Belgium
Penetration and profile
229.10.2010 © Sanoma Magazines
Methodology & sample
• Telephone-survey among a national representative sample of the
Belgi...
Results
429.10.2010 © Sanoma Magazines
Penetration iPhone – region
2.9% of the Belgian population owns an iPhone (± 260.000 units;...
529.10.2010 © Sanoma Magazines
Penetration iPhone – sexe/age/social group
1.7% of the women own an iPhone = ± 78.000 women...
629.10.2010 © Sanoma Magazines
Profile of the iPhone-owner
The typical iPhone-owner is a male between 15 and 44, belonging...
729.10.2010 © Sanoma Magazines
Penetration iPhone – magazines
Magazines of which the buyers are keen on design, new trends...
829.10.2010 © Sanoma Magazines
Since when do you have an iPhone?
56% has their iPhone less than a year.
4 women out of 10 ...
929.10.2010 © Sanoma Magazines
Profile of the early adopters.
The early adopters are more often men between 35 en 44.
62.4...
1029.10.2010 © Sanoma Magazines
How have you acquired your iPhone?
For women, the iPhone is relatively often a gift.
19.3 ...
1129.10.2010 © Sanoma Magazines
How often do you surf with your iPhone?
4 women out of10 seldom or never surf with their i...
1229.10.2010 © Sanoma Magazines
Why don’t you surf with you iPhone?
(percentages calculated on those who don’t surf with t...
1329.10.2010 © Sanoma Magazines
From where do you surf most often with your
iPhone? (percentages calculated on those who s...
1429.10.2010 © Sanoma Magazines
How do you surf most often with your iPhone?
(percentages calculated on those who surf wit...
1529.10.2010 © Sanoma Magazines
Have you already installed an application on your
iPhone?
6 iPhone-owners out of 10 have a...
1629.10.2010 © Sanoma Magazines
Have you already paid for an application?
(percentages are calculated on those who have al...
1729.10.2010 © Sanoma Magazines
How do you discover new applications?
iTunes is far out the most important channel.
61.0
3...
1829.10.2010 © Sanoma Magazines
Suppose you’re interested in a new application,
what do you prefer?
Women prefer free apll...
Thank you!
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Filip Huwaert - Results iPhone

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Filip Huwaert - Results iPhone

  1. 1. iPhone in Belgium Penetration and profile
  2. 2. 229.10.2010 © Sanoma Magazines Methodology & sample • Telephone-survey among a national representative sample of the Belgian population (15 years and older) • Sample : N=5512 • Field: April 2010 • Agency: Compagnie, division of TNS Dimarso • Questions »Penetration of iPhone »Since when has one acquired an iPhone »How and where the iPhone was bought »Use of the internet by means of the iPhone »Use of applications
  3. 3. Results
  4. 4. 429.10.2010 © Sanoma Magazines Penetration iPhone – region 2.9% of the Belgian population owns an iPhone (± 260.000 units; 155.000 North and 105.000 South) (population 15+ = 8.900.000) 2.9 2.9 2.8 0.0 10.0 20.0 30.0 40.0 50.0 Belgium North South
  5. 5. 529.10.2010 © Sanoma Magazines Penetration iPhone – sexe/age/social group 1.7% of the women own an iPhone = ± 78.000 women (46.000 North and 32.000 South). 2.9 4.1 1.7 5.0 4.2 5.0 1.5 2.0 0.4 4.6 3.4 2.1 1.1 0.0 10.0 20.0 30.0 40.0 50.0 Total Men Women 15-24 25-34 35-44 45-54 55-64 65+ gr 1-2 gr 3-4 gr 5-6 gr 7-8
  6. 6. 629.10.2010 © Sanoma Magazines Profile of the iPhone-owner The typical iPhone-owner is a male between 15 and 44, belonging to the higher social groups. 69.5 30.5 25.3 23.5 29.8 9 9.8 2.6 41.2 32.9 16.7 9.2 0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 80.0 90.0 100.0 Men Women 15-24 25-34 35-44 45-54 55-64 65+ gr 1-2 gr 3-4 gr 5-6 gr 7-8
  7. 7. 729.10.2010 © Sanoma Magazines Penetration iPhone – magazines Magazines of which the buyers are keen on design, new trends, gadgets have a higher iPhone- penetration. 13.0 11.4 10.6 9.8 7.6 7.4 7.4 6.7 6.7 6.4 5.9 5.6 5.5 4.8 4.2 3.7 3.2 2.6 2.4 2.4 2.4 1.9 1.7 1.6 1.6 0.8 0.7 0.4 0.0 10.0 20.0 30.0 40.0 50.0 ACTIEF WONEN VT WONEN COSMOPOLITAN CHE GENIETEN GLAMOUR MARIE CLAIRE VLAAMS VITAYA GLAMIT KNACK GOEDELE P-MAGAZINE FEELING WONEN HUMO LIBELLE LIFESTYLE PROEVEN FLAIR GOED GEVOEL GRANDE LIBELLE JOEPIE STORY TV-FAMILIE FEELING DAG ALLEMAAL TV-GIDS TEVE-BLAD NEST PLUS
  8. 8. 829.10.2010 © Sanoma Magazines Since when do you have an iPhone? 56% has their iPhone less than a year. 4 women out of 10 vrouwen have only recently acquired their iPhone (less than 6 months). 27.1 29.0 21.0 22.9 20.0 30.4 23.9 25.7 43.3 25.8 14.3 16.5 0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 80.0 90.0 100.0 Less than 6 months Between 6 months and a year 1 - 2 years More than 2 years Total Men Women
  9. 9. 929.10.2010 © Sanoma Magazines Profile of the early adopters. The early adopters are more often men between 35 en 44. 62.4 37.6 30.3 28.6 20 11.6 8 1.5 43.5 31.9 14.3 10.3 78.6 21.4 18.9 17 42.3 5.6 12.2 4 38.3 34.2 19.7 7.8 0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 80.0 90.0 100.0 Men Women 15-24 25-34 35-44 45-54 55-64 65+ gr 1-2 gr 3-4 gr 5-6 gr 7-8 own the iPhone less than a year own the iPhone more than a year
  10. 10. 1029.10.2010 © Sanoma Magazines How have you acquired your iPhone? For women, the iPhone is relatively often a gift. 19.3 18.6 4.1 9.8 26.8 21.5 23.4 20.3 1.6 11.6 22.0 21.0 9.8 14.8 9.7 5.6 37.6 22.5 0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 80.0 90.0 100.0 Bought at Mobistar Bougth abroad Bought online Company phone A gift Other(*) Total Men Women (*)Other: bought in an other shop, bought second hand
  11. 11. 1129.10.2010 © Sanoma Magazines How often do you surf with your iPhone? 4 women out of10 seldom or never surf with their iPhone, 6 out of 10 do this at least once a week. 38.6 15.1 11.3 5.2 2.7 4.1 22.3 44.3 17 10.4 5.5 2 5 15.7 25.4 10.7 13.2 4.3 4.2 2.1 37.3 0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 80.0 90.0 100.0 Several times a day Once a day Several times a week Once a week Several times a month Once a month or less Never Total Men Women
  12. 12. 1229.10.2010 © Sanoma Magazines Why don’t you surf with you iPhone? (percentages calculated on those who don’t surf with their iPhone) Those who don’t surf with their iPhone prefer the computer. 36.0 18.6 16.0 16.0 10.5 8.4 0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 80.0 90.0 100.0 Prefer to surf on computer Too expensive Not interested No internetsubscription Don't know how Screen is too small
  13. 13. 1329.10.2010 © Sanoma Magazines From where do you surf most often with your iPhone? (percentages calculated on those who surf with their iPhone) 49.7 19.7 13.4 17.2 0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 80.0 90.0 100.0 At home Outside Inside, but not at home (pub, waiting room, …) At work or school
  14. 14. 1429.10.2010 © Sanoma Magazines How do you surf most often with your iPhone? (percentages calculated on those who surf with their iPhone) 2 out of 3 use WiFi. 66.5 30.7 2.8 0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 80.0 90.0 100.0 Wifi 3G-network Don't know
  15. 15. 1529.10.2010 © Sanoma Magazines Have you already installed an application on your iPhone? 6 iPhone-owners out of 10 have already installed applications. Only 1 woman out of 3 has already done this. This amounts to 28.000 women in the North and 20.000 in the South. 58.7 68.7 35.7 72.3 69.6 54.7 37.1 54.2 71.8 0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 80.0 90.0 100.0 Total Men Women 15-24 25-34 35-44 45-54 gr 1-2 gr 3-4
  16. 16. 1629.10.2010 © Sanoma Magazines Have you already paid for an application? (percentages are calculated on those who have already installed an application) Half of those who have already installed an application have also paid for it. 75% of the women have only installed free applications. This means that only 7% of the female iPhone-users have already paid for an application 47.4 53.9 19.0 51.5 46.1 74.9 1.1 0 6 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Men Women Already paid Only free applications Don't know
  17. 17. 1729.10.2010 © Sanoma Magazines How do you discover new applications? iTunes is far out the most important channel. 61.0 33.4 30.0 28.8 14.9 2.6 0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 80.0 90.0 100.0 Through iTunes Seen on the iPhone of someone else Internet fora Mouth to mouth Newspapers, magazines Don't know
  18. 18. 1829.10.2010 © Sanoma Magazines Suppose you’re interested in a new application, what do you prefer? Women prefer free apllications with publicity rather than paying for them. 50.5 45.0 75.0 62.1 61.1 29.0 46.2 58.7 36.1 40.7 16.0 15.8 38.9 69.1 47.6 30.7 13.4 14.4 9.0 22.1 0.0 2.0 6.2 10.6 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Men Women 15-24 25-34 35-44 gr 1-2 gr 3-4 Free application with publicity Paying for the application without publicity Don't know
  19. 19. Thank you!

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