How mobile are Belgians anno 2014?

1. Sanoma Proprietary
Research, February 2016
Smartphone
& Tablet
Penetration

2. WE LIVE IN A MOBILE WORLD
we often hear.
“
“
But how true is this for BELGIUM ?

3. Methodology
Research sample
Methodology
Representative for
national population 15+
Persephone monitor
Field work: 01/02/2016 –
26/02/2016

4. What is mobile ?
Research
Findings
TABLET
+
SMARTPHONE

5. Research
Findings
53% of the population 15+ uses a smartphone in the North.
The penetration is relatively higher:
- for men
- for younger people
- for higher social groups
53,1
60,1
46,9
81,2
83,9
68,9
54,6
38,2
14,4
73,1
61,5
46,1
28,0
0 20 40 60 80 100
Total
Men
Women
15-24
25-34
35-44
45-54
55-64
65+
1-2
3-4
5-6
7-8
Total
46,9
80,8
79,4
67,8
47,9
29,5
11,7
69,9
55,4
42,2
23,3
0 20 40 60 80 100
Women
15-24
25-34
35-44
45-54
55-64
65+
1-2
3-4
5-6
7-8
Women
60,1
81,5
89,1
69,9
61,1
48,8
18,8
76,0
67,3
50,7
35,7
0 20 40 60 80 100
Men
15-24
25-34
35-44
45-54
55-64
65+
1-2
3-4
5-6
7-8
Men
GENDER
AGE
SOCIAL
GROUPS

6. Research
Findings
In the South the smartphone penetration
amounts to 52%
Besides, the same socio-demographical
differences can be observed
52,0
59,0
45,6
88,3
75,8
60,5
50,3
31,8
13,7
69,3
59,9
43,3
34,1
0 20 40 60 80 100
Total
Men
Women
15-24
25-34
35-44
45-54
55-64
65+
1-2
3-4
5-6
7-8
Total
45,6
88,7
73,1
52,6
39,2
23,8
8,7
62,7
54,6
38,5
27,3
0 20 40 60 80 100
Women
15-24
25-34
35-44
45-54
55-64
65+
1-2
3-4
5-6
7-8
Women
59,0
87,8
78,2
69,2
61,7
39,5
20,4
76,1
65,6
47,4
43,8
0 20 40 60 80 100
Men
15-24
25-34
35-44
45-54
55-64
65+
1-2
3-4
5-6
7-8
Men
GENDER
AGE
SOCIAL
GROUPS

7. Research
Findings
In the North, Samsung remains the most popular
smartphone brand, followed by Apple
Apple remains relatively more popular
among younger people
Samsung
Apple
Nokia
Sony
HTC
LG
Acer
Other
Huawei
Motorola
35,9
32,1
8,7
5,6
4,8
2,2
1,8
1,7 1,3
5,8
Totaal
32,2
32,3
6,7
6,4
7,0
3,7 2,1
1,5 2,1
5,9
Men
40,1
31,9
11,0
4,6
2,3
,6
1,4
2,0
,5
5,7
Women
33,9
36,9
8,3
2,1
6,2
2,2
2,4
1,4
,7
5,8
15-35
36,1
33,2
8,6
6,0
4,1
1,4 1,0
3,0
1,8
4,8
36-50
39,3
21,3
9,7
11,6
3,2
3,6
1,7 ,4
1,9
7,3
50+

8. Research
Findings
In the South, similar tendencies can be observed
Besides, the brands slightly differ
39,1
31,1
6,1
5,1
8,0
1,2
2,4
1,1
1,1 4,0
Totaal
38,5
28,4
8,9
6,1
5,1
1,6 1,9
2,6
1,0
4,8
Men
39,7
34,4
6,0
5,1 6,9
0,8
2,2 ,1
1,3 2,9
Women
38,2
32,9
4,6
4,7
11,1
0,3 ,3
1,5
0,8
5,1
15-35
35,7
35,1
7,2
4,0
3,8
3,1
1,2
4,5
2,5
1,8
36-50
46,8
19,8
7,7
8,1
7,2
0,4
1,6
0,9 1,3
4,8
50+
Samsung
Apple
Nokia
Sony
HTC
Acer
Huawei
Other
Wiko
Microsoft

9. Research
Findings
In terms of operating systems, Android clearly
occupies the 1st place in the North
(with more than 50% in all groups)
iOS and Windows rank 2nd and 3rd respectively
53,2
32,2
10,1
,8
3,8
Totaal
Android
iOS
Windows
Other
Don’t know
55,432,4
9,1
,7
2,4
Men
50,6
31,9
11,1
,8
5,5
Women
57,3
36,9
4,2 0,9 0,615-35
50,6
33,3
10,4
0,8
4,9
36-50
49,3
21,3
20,7
,4
8,3
50+

10. Research
Findings In the South, the same trends are present
and even more pronounced, as could be predicted
based on the most popular brands
52,6
31,1
10,3
5,8
Totaal
Android
iOS
Windows
Other
Don’t know
55,628,4
10,0
5,6
Men
49,0
34,4
10,6
0,0
6,1
Women
55,032,9
6,5
5,2
15-35
49,6
35,1
12,5
2,9
36-50
51,6
19,8
16,0
12,5
50+

11. Research
Findings
Both in the North and in the South, respondents
access internet on their smartphone predominantly
via a subscription including mobile data
In the South, merely using WiFi and never
paying for internet is also popular
18,8
71,2
5,9
2,4 Totaal
17,5
72,2
5,8
2,4 Men
20,2
70,0
6,1
2,4 Women
30,6
61,6
5,0
1,5
Total
31,7
60,1
4,4
2,4 Men
29,4
63,3
5,6
0,4 Women
You only use WiFi and
never pay for internet
You have a subscription
including mobile data
You have a prepaid card
including mobile data
You pay per usage,
you pay for internet,
only when you need it

12. Synthesis
on
smartphone
usage
12
Average smartphone penetration is 53%
Samsung remains the most popular brand
Android remains the most popular OS
Internet is mostly accessed via a
subscription

13. Research
Findings
38% of the population 15+ uses a tablet in the North
The penetration is relatively higher for younger people
and higher social groups
However, there is no age difference
38,3
38,0
38,5
41,3
56,4
52,5
44,1
29,8
20,7
50,8
41,6
35,7
22,9
0 20 40 60 80 100
Total
Men
Women
15-24
25-34
35-44
45-54
55-64
65+
1-2
3-4
5-6
7-8
Total
38,5
41,3
56,4
52,5
44,1
29,8
20,7
49,2
44,4
41,8
21,5
0 20 40 60 80 100
Women
15-24
25-34
35-44
45-54
55-64
65+
1-2
3-4
5-6
7-8
Women
38,0
43,4
38,5
46,3
41,9
34,5
22,4
52,3
38,8
28,6
25,2
0 20 40 60 80 100
Men
15-24
25-34
35-44
45-54
55-64
65+
1-2
3-4
5-6
7-8
Men
GENDER
AGE
SOCIAL
GROUPS

14. Research
Findings
In the South the tablet penetration is with 29% a bit lower
Besides, the same socio-demographical
tendencies can be observed
29,2
27,6
30,8
30,6
37,1
35,7
38,3
24,1
10,5
40,3
34,1
26,1
15,6
0 20 40 60 80 100
Total
Men
Women
15-24
25-34
35-44
45-54
55-64
65+
1-2
3-4
5-6
7-8
Total
30,8
35,9
47,4
37,6
36,6
22,1
9,8
46,1
33,8
31,4
13,9
0 20 40 60 80 100
Women
15-24
25-34
35-44
45-54
55-64
65+
1-2
3-4
5-6
7-8
Women
27,6
23,8
28,0
33,6
40,1
26,0
11,4
34,3
34,4
21,6
18,0
0 20 40 60 80 100
Men
15-24
25-34
35-44
45-54
55-64
65+
1-2
3-4
5-6
7-8
Men
GENDER
AGE
SOCIAL
GROUPS

15. Research
Findings
In the North, 50% of the respondents
uses their tablet daily
Women use their tablet more frequently then men
Also youngsters use their tablet relatively more frequently
11,0
8,0
13,0
13,0
11,0
8,0
39,0
40,0
39,0
37,0
41,0
40,0
29,0
32,0
26,0
34,0
27,0
25,0
8,0
8,0
7,0
8,0
9,0
5,0
13,0
12,0
15,0
9,0
11,0
21,0
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Total
Men
Women
.
15-35
36-50
50+
How often do you use your tablet?
Max. 2 hrs / day
Min. 3 hrs / day Multiple times / week
Multiple times / month
Less often
GENDER
AGE

16. Research
Findings
14,0
15,0
14,0
13,0
15,0
14,0
31,0
36,0
27,0
27,0
34,0
33,0
34,0
32,0
27,0
37,0
40,0
30,0
26,0
11,0
10,0
11,0
11,0
8,0
13,0
10,0
9,0
11,0
6,0
12,0
12,0
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Total
Men
Women
.
15-35
36-50
50+
How often do you use your tablet?
Max. 2 hrs / day
Min. 3 hrs / day Multiple times / week
Multiple times / month
Less often
GENDER
AGE
In the South tablet usage is lower: only 35% of the
respondents use their tablet daily
The tablet usage is higher for women than for men

17. Research
Findings
In the North, the iPad remains dominant
with a market share of more than 50%
Apple is relatively more popular among youngsters,
as it was for smartphones
52,430,5
1,6
2,6
1,4
1,0
6,1
Totaal
Medion
49,5
30,6
1,8
3,3
2,0 ,7
8,2
Men
54,9
30,4
1,5
2,0
0,8 1,2
4,3
Women
54,927,9
1,5
1,9
1,4
,5
8,1
15-35
54,6
29,4
0,3
3,4
0,7 0,9
6,1
36-50
47,3
34,4
3,3
2,5
2,2
1,5
4,2
50+
Samsung
Apple
Acer
Asus
Other
Lenovo

18. Research
Findings
In the South, Apple also occupies the first place,
but the difference with Samsung is smaller
Besides, the brands slightly differ (Sony)
42,0
35,3
3,6
2,3
2,4
9,9
Totaal
42,6
31,0
4,5
4,1
3,2 11,4
Men
41,5
38,8
2,8
0,9
1,6
8,7
Women
44,0
36,1
1,5
1,3
1,1 13,5
15-35
46,5
33,2
4,5
2,2
1,9
7,5
36-50
32,6
37,2
5,2
4,0
4,8 8,5
50+
Samsung
Apple
Acer
Asus
Medion
Other

19. Research
Findings
In line with Apple’s market share in terms of devices,
iOS is the dominant operating system in the North
1 in 3 tablets run on Android
52,4
34,2
10,2
3,1 Totaal
iOS
Android
Windows
Don’t know
49,5
35,3
12,5
2,4 Men
54,933,2
8,2
3,7 Women
54,9
36,5
7,4
1,2
15-35
54,634,3
8,2
2,9
36-50
47,3
31,5
15,5
5,2
50+

20. Research
Findings In the South, the same trends are present
and even more pronounced,
just like in the smartphones market
42,1
40,3
14,3
3,3
Totaal
42,6
44,1
11,6
1,8 Men
41,7
37,2
16,6
4,5 Women
44,0
40,3
14,9
0,8 15-35
46,8
40,0
9,6
3,6 36-50
32,6
40,8
20,3
6,2
50+
iOS
Android
Windows
Don’t know

21. Research
Findings
Both in the North and in the South, respondents
access internet on their tablet predominantly
via WiFi, without ever paying for it
A subscription including mobile data ranks 2nd
69,5
27,2
,3 1,9 Totaal
73,4
24,1
,7 1,1 Men
66,1
30,0
2,6 Women
76,9
21,4
1,0 Total
78,4
20,0
Men
75,6
22,5
1,8
Women
You only use WiFi and
never pay for internet
You have a subscription
including mobile data
You have a prepaid card
including mobile data
You pay per usage, only
when you need internet,
you pay for it

22. Synthesis
on
tablet
usage
Average tablet penetration is 38% in the
North and 29% in the South
50% of respondents in the North use their
tablet daily, 45% in the South
Apple remains the most popular brand
iOS remains the most popular OS
Internet is mostly accessed via WiFi