Numerous touchpoints, multiple channels and fleeting connections - with more choice and more opportunities, how can you be sure you’re making the right decisions? And how do you plan, activate and optimise marketing strategies in today’s disrupted world?

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The Connected consumer in Belgium
Connected Life 2016
2016

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Contact
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Trui Lanckriet
Client service manager
Trui.Lanckriet@tnsglobal.com
T +32 2 215 1930
M +32 473 60 08 37
Hannah Merki
Research Executive
Hannah.Merki@tnsglobal.com
T +32 2 300 2054

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Mobile is mainstream
+45%
growth of smartphone ownership
in one year (35-44 yr)
Mobile is becoming a mainstream device. Three out of four Belgian in the age group 35-44 yrs now own a smartphone. This is
a 45% growth of ownership within one year. In 2015 Belgian people under 44 own more smartphones than laptops.
Source: Connected Life 2016, Belgian research data, TNS Belgium
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The fight for attention: screens and platforms
70%
of young TV viewers are on
social media while watching TV
When was the last time you watched TV without your smartphone or tablet at hand? Screen stacking has become a habit for
young people. Almost 70% of TV-viewers between the ages of 16 and 24 are on social media while watching television.
Source: Connected Life 2016, Belgian research data, TNS Belgium
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Social listening: go beyond Facebook!
5.1
platforms on average used every
day by 16-24 yr olds
Social media is no longer about Facebook only. The biggest social media platform is aging and 4 out of 10 young adults use
other platforms like Instagram, whatsapp and Spotify weekly. On average this group uses more than 5 social media platforms
every day.
Source: Connected Life 2016, Belgian research data, TNS Belgium
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Wearables in the media mix?
15%
intend to buy a smartwatch
Mobile is no longer about smartphones only. Wearables are the new trend and the youngest groups are the early adopters.
Within one year the ownership of smartwatches doubled to 8% with the 16-24 year olds. Another 15% intends to by one.
Source: Connected Life 2016, Belgian research data, TNS Belgium
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Financial services
43%
of first time buying happens
online
40% of financial services is being bought online in Belgium. 58% of the people who do research online, will buy offline. Almost
half of the first time buys* of a financial service happen online (43%).
*vs replacement/renewal and upgrade buys
Source: Connected Life 2016, Belgian research data, TNS Belgium
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Technology
65%
of people who do research
online, still buy their product
offline
Most technology buyers do their research online (70%): checking prices, using search engines, reading reviews and visiting
brand sites. 65% of those, end up buying the product offline. 39% of first time purchase happens online.
Note: other business sector data is also available!
Source: Connected Life 2016, Belgian research data, TNS Belgium
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Find your business opportunity
In many sectors the business opportunities in expanding the digital and mobile services. The specific activity varies per
business sector. Mobile banking is now the strongest driver of customer loyalty for banks. The hidden opportunity for mobile
network operators could lie in brand apps. They make good use of the potential of Facebook already but underestimate the
customer preference for apps.
Brand apps
for mobile network
operators
Mobile banking
drives loyalty
Source: Connected Life 2016, Belgian research data, TNS Belgium
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8 Global trends about the connected consumer
…
5 opportunities for companies
Read more
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More information?
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Trui Lanckriet
Client service manager
Trui.Lanckriet@tnsglobal.com
T +32 2 215 1930
M +32 473 60 08 37
Hannah Merki
Research Executive
Hannah.Merki@tnsglobal.com
T +32 2 300 2054