Key facts Mobile Internet
in Belgium
October 2011
matthieu.vercruysse@isobar.com

MEDIA OPPORTUNITIES
CONSUMPTION FOR BRANDS
Copyright 2010 Aegis Media Belgium | Isobar. All rights reserved

What about you ?
PS : iPhone 5 doesn’t exist … yet !
Copyright 2011 Aegis Media Belgium | isobar All rights reserved

98% of the population 15-70 years old own a mobile phone
20% of the population own a Smartphone
52% of Smartphone owners connect to internet
thanks to their mobile at least several times a week
(10,2% of the pop)
31% of everyday … or nearly
(6,2% of the pop)
Isobar – Chocolate Barometer - May 2011 – N = 501 F-to-F

Core targets
100% 1 1
2 3 2 2 2 4
7
90%
80%
70%
63
66 67
71 70 73
60%
74
78 79 84 82
No GSM
50% 92 GSM, no smartphones
Yes, maybe
40% Yes, certainly
12 3 7
30%
4
7 4
5
20% 4
7
31 4 5
26 25 27
10% 20 22 23
18
14 11 4 13
5
0%
Total Dutch French Men Women 15-24 25-44 45-54 55-70 SG1-2 SG3-4 SG5-8
Isobar – Chocolate Barometer - May 2011 – N = 501 F-to-F

Intention of purchase
18% of the non-owners
intend on buying a Smartphone
Isobar – Chocolate Barometer - May 2011 – N = 501 F-to-F

Isobar – Chocolate Barometer - May 2011 – N = 501 F-to-F

Awareness of tablets
‘Did you know about the tablets existence’ - based on stimuli
100% 1
6 6 6
10 11 12 12 12
14 15
90% 19 19 21 19 21
24 26 25 26
31
80%
36 39 37
53
70%
60%
50% 99
94 94 94 No
90 89 89 88 88
86 85 Yes
40% 81 81 79 81 79
76 74 75 74
69
30%
64 61 63
47
20%
10%
0%
July Sept Nov Feb May July Sept Nov Feb May July Sept Nov Feb May July Sept Nov Feb May July Sept Nov Feb May
Total 15-24 25-44 45-54 55-70
Isobar – Chocolate Barometer - May 2011 – N = 501 F-to-F

Tablets - penetration & buying intention
No Already own a
43,5% Tablet
4,0%
Yes, certainly in
the next few
days or weeks
6,8%
Probably in the
Maybe one day next few month
41,1% 4,6%
Isobar – Chocolate Barometer - May 2011 – N = 501 F-to-F

Innovation curve

Isobar – Chocolate Barometer - May 2011 – N = 501 F-to-F

How long per day ?
More than 2h 12%
Between 1h30 & 2h 10%
Between 1h & 1h30 15% 57% use it more
Between 45 min and 1h 20%
than 45 min a day
Between 30 and 45 min 19%
Between 15 and 30 min 18%
Less than 15 min 7%
Copyright 2011 Aegis Media Belgium | isobar All rights reserved

Where ?
The main place
Living room 54%
Bedroom 15%
During my travels (metro, plane, TGV...) 13%
Place of work 7%
Home office 5%
Kitchen 2%
At school, at university 2%
Home - other room 1%
Copyright 2011 Aegis Media Belgium | isobar All rights reserved

Tablet use : Media
Concernant les médias dit ‘classiques’ (journaux, magazines, chaines de télévision,
radios, …), consultez-vous certains sites ou applications de ces médias sur votre
tablette numérique ?
Dailies 56% 29% 15%
Magazines 27% 46% 27%
TV channel (information site) 26% 44% 30%
TV channel (video) 20% 48% 32%
Radio 15% 38% 46%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Often Occasionally Never
Copyright 2011 Aegis Media Belgium | isobar All rights reserved

Newspapers
Copyright 2011 Aegis Media Belgium | isobar All rights reserved

TV # scenario 1 : The line is broken
Copyright 2011 Aegis Media Belgium | isobar All rights reserved

TV # scenario 2 : a better TV experience
http://www.youtube.com/watch?v=ZY6oJR38OoI
Copyright 2011 Aegis Media Belgium | isobar All rights reserved

TV # scenario 3 : Always & Everywhere
Copyright 2011 Aegis Media Belgium | isobar All rights reserved

TV # scenario 4 : use Tablets as a remote
Copyright 2011 Aegis Media Belgium | isobar All rights reserved

Media center ?
Copyright 2011 Aegis Media Belgium | isobar All rights reserved

Hierarchy of devices
phones tablets laptops
Copyright 2011 Aegis Media Belgium | isobar All rights reserved
Copyright 2010 Aegis Media Belgium | gate one. All rights reserved

Tablets
Smartphone
Copyright 2011 Aegis Media Belgium | isobar All rights reserved

operating systems
& standards
Copyright 2010 Aegis Media Belgium | gate one. All rights reserved

The Big Five competition
Q1 2010 Q1 2011
2%
3% 2%
3%
iPhone 4%
12%
iPod touch 10%
3% iPad 0,5% 37%
4% Windows
Android
13% 62% SymbianOS
Blackberry
38%
Others 6%
X 4.8
Number of visits from mobile:
Number of page views: X 5.4
Source: iProspect (Aegis Media Belgium) - Number of visits to a selection of representative Belgian websites.

8 out of 10 brands
not ready for mobile !
according to Ian Carrington, head of mobile (EMEA), Google.
Speaking at the IAB Mobile Engage 2011 today (14 June),
Source: iProspect (Aegis Media Belgium) - Number of visits to a selection of representative Belgian websites.

Average # of downloaded apps, paid or free : 16
Average # of paid apps : 8
Average # of regular used apps : 8
Copyright 2011 Aegis Media Belgium | isobar All rights reserved

Mobile for brands
… or download on
www.WPMOBILE.be
Copyright 2011 Aegis Media Belgium | isobar All rights reserved

8 steps for an efficient mobile strategy
Copyright 2011 Aegis Media Belgium | isobar All rights reserved

1. What are your MarCom objectives ?
Copyright 2011 Aegis Media Belgium | isobar All rights reserved

Attention
Copyright 2011 Aegis Media Belgium | isobar All rights reserved

Interest
Copyright 2011 Aegis Media Belgium | isobar All rights reserved

Interest
Copyright 2011 Aegis Media Belgium | isobar All rights reserved

Interest
Copyright 2011 Aegis Media Belgium | isobar All rights reserved

Desire
Copyright 2011 Aegis Media Belgium | isobar All rights reserved

Action
Copyright 2011 Aegis Media Belgium | isobar All rights reserved

1: What are your MarCom objectives ?
+
• Dialogue
• Engagement
Copyright 2011 Aegis Media Belgium | isobar All rights reserved

Google Goggles
http://www.youtube.com/watch?v=Hhgf
z0zPmH4&feature=player_embedded

Google Goggles
http://www.youtube.com/watch?v=Hhgf
z0zPmH4&feature=player_embedded

Google Goggles
http://www.youtube.com/watch?v=Hhgf
z0zPmH4&feature=player_embedded

Keep in touch …
matthieu.vercruysse@isobar.com
www.facebook.com / IsobarBelgium
Copyright 2011 Aegis Media Belgium | isobar All rights reserved

Thank you
Septembre
matthieu.vercruysse@is
Copyright 2011 Aegis Media Belgium | isobar All rights reserved

1. The Chocolate Barometer
• Survey parameters
– Permanent measurement of the « mobile connected-devices » market in
Belgium ; Smartphones and Tablets
– Started in July 2010 (=launch of the iPad in Belgium)
– Waves : July 10 – Sept 10 – Nov 10 – Feb 11 – May 11 - (Next November)
• Methodology
– 500 interviews face-to-face (Research Solution)
– Representative of the population 15-70 Yo
(based on the CIM standards)
– Via the deepblue (Aegis Media) monthly tracking tool :
Copyright 2011 Aegis Media Belgium | isobar All rights reserved

2. Tablets usage & attitudes : panel
• Partnership
– ANT Research, Dialog Solutions, Isobar
• Methodology
– Quantitative : 2.797 interviews – 289 people have a tablet
– Qualitative: online private communities – 62 active participants
– May / June 2011
Copyright 2011 Aegis Media Belgium | isobar All rights reserved