The document provides a summary of a survey on mobile internet usage in Belgium. Some key findings from the survey include: - Smartphones are the most commonly owned mobile devices, with 81% of households owning one. Tablet ownership is 55% and laptop ownership is 70%. - Younger age groups aged 18-45 are more likely to own tablets than older age groups. Smartphone ownership is more evenly spread across age groups. - Android is the most popular smartphone operating system at 47%, followed by iOS at 14%. The iPad dominates the tablet market at 37% share, also running iOS. - Mobile internet access occurs most frequently at home on both smartphones and tablets. Public WiFi is also widely used

1. 26/11/2013
IAB Dashboard
Wave 2

2. Methodology
•
•
•
•
1049 online questionnaires
Representative of Belgian surfers
Feb 2013
Institute : Nielsen
• Completed questionnaire
•
•
•
•
•
Equipment (incl. mobile & digital TV)
Frequency & duration (incl. mobile & dig TV)
Location (incl. mobile)
Activities & app use (incl. QR Code)
Cookies & privacy
2

3. Device use
How many Desktop Computer/PC- Laptop/Tablet/Smartphone (Mobile with
internet)/Mobile without internet connection do you have and are there in your
household?
100
5% surf on
90
their TV
80
22% of
70
households
60
50
40
81
70
30
55
52
43
20
10
19
0
Desktop
Laptop
Tablet
Smart
GSM
Digital TV
phone
(without
(with
Internet)
Internet)
IAB Dashboard – Wave 2 – Feb 2013 – Base : Belgian surfers
3

4. Tablet
26
Penetration
21
19
21
21
16
16
12
Total
surfer
Smart phone with Internet
connection
Total
surfer
46
FR
51
39
NL
41
32
24
18 - 24 25 - 34 35 - 44 45 - 54 55 - 64
IAB Dahsboard – Wave 2 – Feb 2013 – Base : Belgian surfers
NL
18 - 24 25 - 34 35 - 44 45 - 54 55 - 64
More tablets
among 18-45
years old
69
43
FR
Smart phone
profile younger
than tablets
4

5. Brand & OS : smart phone users
IAB Dashboard – Wave 2 – Feb 2013 – Base : Belgian surfers
IAB Dashboard – Wave 2 – Feb 2013 – Base : Belgian surfers
RIM
BlackBerry
3%
Phone OS
Phone brand
LG
3%
Don't
know
19%
Other
7%
Samsung
37%
iOS
14%
Other
2%
HTC
6%
Windows
15%
Apple
iPhone
12%
Nokia
16%
OS Mobile traffic
(phone & tablet)
RIM
0,4%
Windows
1%
RIM
3%
Other
0,2%
Android
47%
Android
39%
iOS
60%
www.howwebrowse.be, oct 2013
48% iPad
11% iPhone
1% iPod
5

6. Tablet brand & OS
Tablet brand
Other
38%
Tablet OS
Don't
know
11%
Apple
iPad
36%
Windows
11%
iOS
37%
RIM
1%
OS Mobile traffic
(phone & tablet)
Archos
4%
Samsung
22%
RIM
0,4%
Windows
1%
Other
0,2%
Android
40%
Android
39%
iOS
60%
www.howwebrowse.be, oct 2013
48% iPad
11% iPhone
1% iPod
6

7. Connection type : smart phone users
Where do you use mobile internet access on your phone? And how did you go online on
this location, via WiFi/HotSpot or 3G (multiple answers possible)
14
37
52
52
73
79
41
19
8
9
Home
Outside home,
work or univ.
59
56
44
18
22
19
9
10
22
26
29
31
34
37
Friend’s or
family’s
At work
In a store
On the bus
train/ metro
Car
Walking/
on the go
Via 3G
Via WiFi/Hotspot
IAB Dashboard – Wave 2 – Feb 2013 – Base : Smart phone owners
Not applicable
7

8. Connection type : smart phone users
Zoom on mobile surf in stores
Where do you use mobile internet access on your phone? And how did you go
online on this location, via WiFi/HotSpot or 3G – Stores, shopping Malls, supermarkets
43 50
52 46 59 57 46 48 52
53 45 50 52 59
64
63
IAB Dashboard – Wave 2 – Feb 2013 – Base : Smart phone owners
18
Not applicable
22
Via WiFi/Hotspot
Via 3G
55 - 64
45 - 54
36 30 30
24 15
35 - 44
26
19 18
25 - 34
2.000 - 2.999 €
1.000 - 1.999 €
< 1.000 €
French
Dutch
Female
Male
Total
29 35 22 30 28 32 31
19
36 44
Don't know…
18
21
19
18 - 24
21 6
> 5.000 €
19
20 17
14 26
3.000 - 4.999 €
19
18
8

9. 40
24
20
17
14
13
12
12
12
9
5
Out of home, other
location
Friend's/family's
home
In cities with a free
wifi network
Internet café
On the bus/ train/
metro
During work- out of
home
School
Car
In store
31
Toilets
desk @home
45
dinning room
47
bed room
kitchen
living room
Surf location: tablet
Where do you use mobile internet access on your Tablet?
Mostly used at
home
88
IAB Dashboard – Wave 2 – Feb 2013 – Base : tablet owners
9

10. Connection time : smart phone
When do you use mobile internet access, during the week and in the weekend, on
your phone?
70
60
50
40
30
20
10
0
In the morning
(till 12 )
During lunch time
(12-14h)
In the afternoon
(14-18h)
Smart Phone Week end
IAB Dashboard – Wave 2 – Feb 2013 – Base : Smart phone owners
At night
(18-22h)
Late at night
(from 22.00)
Smart Phone Week
10

11. Surf duration : smart phone
How long do you surf the mobile internet on your Smartphone?
Please indicate how much this for an average day during the week and in the weekend.
Shorter
sessions on
apps
100%
90%
80%
70%
60%
0 minutes2
50%
1 - 4 minutes2
5 - 14 minutes2
40%
30 - 59 minutes
30%
1 - 2 hours
20%
10%
0%
Week @
home
apps
Week-end
@ home
apps
IAB Dashboard – Wave 2 – Feb 2013 – Base : Smart phone owners
Week @
work
apps
Week-end
@ work
apps
11

12. Longer sessions
on tablet
Surf duration : tablet
How Long do you surf the mobile internet on your Tablet?
Please indicate how much this for an average day during the week and in the weekend.
100%
90%
0 minutes
80%
1 - 4 minutes
70%
5 - 14 minutes
60%
30 - 59 minutes
50%
1 - 2 hours
40%
30%
20%
10%
0%
Week @
home
apps
Week-end
@ home
apps
IAB Dashboard – Wave 2 – Feb 2013 – Base : Tablet owners
Week @
work
apps
Week-end
@ work
apps
12

13. Surf frequency : smart phone & tablets
How many days during the week and in the weekend do you surf the
mobile internet on your Smart phone/ Tablet?
Daily use
100%
90%
80%
70%
60%
0 day
50%
1 day
40%
2 days
30%
3 days or more
20%
10%
0%
smart phone
week
Tablet
week
smart phone
week-end
Tablet
week-end
13

14. More apps on
tablets
Apps installed
How many free/paying apps
do you use on your phone
How many free/paying apps
do you use on your tablet
100
100
90
14
80
70
20+
19
16-20
11-15
50
36
80
6-10
1-5
20
24
70
60
10
3
16
26
20+
10 - 19 apps
50
30
10
22
80
60
40
90
40
30
20
0
0
Number of free apps Number of paying
Smart phone
apps
Smart phone
IAB Dashboard – Wave 2 – Feb 2013 – Base : Smart phone owners
10
0
5 - 9 apps
21
8
12
11
Number of free
apps
Tablet
66
3 - 4 apps
1 -2 apps
No apps
Number of
paying apps
Tablet
IAB Dashboard – Wave 2 – Feb 2013 – Base : tablet owners
14

15. Activities : smart phones
Please indicate below which of the following activities, if any, you have done while you were on the
Mobile Internet via your phone either last week or in the last 30 days.
E-mail
Visiting and reacting on Social Networks
Checking the weather
Watching/ sharing videos or pictures
GPS or maps
Search - Looking for local info (restaurants, travel, job…
Listening to online music/spotify
Online communiceren (chatten, messenger, skype, ….)
Reading newspapers/magazines
Reading news websites
Online Banking
Search - Looking for product info (computer, books,…
Playing online games
Visiting websites of a company
Looking for promotions
Comparing prices of products in store
Online purchaces
Clicking on an add for more information regarding…
Watching TV
Looking for more information refarding an add which…
Watching movies
0
IAB Dashboard – Wave 2 – Feb 2013 – Base : Smart phone owners
Last week
Last 30 days
10
20
30
40
50
60
70
15

16. Activities : smart phones (apps)
You indicated that you conducted below activities with your Smartphone .
Did you use an app for this activity or did you use the mobile internet on your Smartphone?
Visiting and reacting on Social Networks
Checking the weather
GPS or maps
E-mail
Listening to online music/spotify
Watching/ sharing videos or pictures
Online communiceren (chatten, messenger, skype, ….)
Playing online games
Reading newspapers/magazines
Online Banking
Reading news websites
Search - Looking for local info (restaurants, travel, job…
Watching TV
Watching movies
Search - Looking for product info (computer, books,…
Online purchaces
Looking for promotions
Visiting websites of a company
Looking for more information refarding an add which you…
Comparing prices of products in store
Clicking on an add for more information regarding certain…
0
IAB Dashboard – Wave 2 – Feb 2013 – Base : Smart phone owners
Apps
Internet
10
20
30
40
50
60
70
80
16

17. Activities : tablets
Please indicate below which of the following activities, if any yourself have done while you were on
the Mobile Internet via your Tablet either last week or in the last 30 days.
E-mailing
Playing games with apps
Visiting and reacting on Social Networks
Watching/ sharing videos or pictures
Checking the weather
Search - Looking for local info (restaurants, travel, job…
Reading newspaper and magazine
Reading news websites
Playing online games
Search - Looking for product info (computer, books,…
GPS or maps
Listening to music/spotify
Watching movies
Online Banking
Online communicating (chatten, messenger, skype…)
Visiting a website of a company
Watching TV programs
Looking for promotions
Compare products prices in a store
Online purchase
Clicking on an add for more information on a certain offer
Looking for information about an add you saw on TV
Watching live events (ex: sports)
Online investing
IAB Dashboard – Wave 2 – Feb 2013 – Base : tablet owners
0
Last week
Last 30 days
10
20
30
40
50
60
70
80
17

18. QR codes
Do you know
QR codes ?
No (30%)
Yes (70%)
Ever used QR
codes (28% of
70% = 20%)
Never
used(72% of
70% = 50%)
Used last
month (43%
of 20% = 9%)
IAB Dashboard – Wave 2 – Feb 2013 – Base : surfers
18