Two in five mobile phones are a Samsung

Samsung showed a big increase amidst smartphone users, especially among postpaid users. 80 percent of its postpaid customers now use a smartphone, versus 74 percent of all postpaid users in the market. Among all prepaid users, 35 percent now have a smartphone.

The survey also looks at how Dutch consumers acquired their handsets. Separate handsets are mainly sold in shops (61%), whereas separate SIM cards and packages including both a handset and a SIM card are sold more online (around 40%). The majority got their handset in a package, while one in tree bought a new handset themselves.

Why people buy a certain handset is for many based on the name/image of the handset brand and the presence of a touchscreen. 37 percent states that a touchscreen is important; a year earlier this was 28 percent. Also the operating system and whether the handset has Wi-Fi become more important.

We see that postpaid users are sending less and less SMS and that instant messaging and social media are used more. In Q1 2013, Dutch users sent on average 26 SMS per month, a year ago this was 43 SMS per month.

The report Dutch Mobile Consumer Q1 2013 - Handset Edition gives detailed information on the demographics of consumers, the sales channels used, reasons for selecting a provider, average spending and most used services. The report is available for purchase in two different editions. This edition gives insight per handset brand: Nokia, Samsung, LG, Sony, HTC, Apple, Blackberry and other handset brands combined. The other edition, which will be published within two weeks, gives insight per mobile service provider: Hi, KPN, Telfort, Vodafone, T-Mobile, Tele2 and the other providers combined. Both reports discuss the following aspects:

• Market shares per handset/provider (All, Postpaid, Prepaid)
• Split per age group, gender, income and education.
• Split per Postpaid/Prepaid, Packages/Sim Only, Smartphone/Normal phone (All, Postpaid, Prepaid)
• Sales channels (Handset, SIMs, packages)
• Which kind of ‘physical’ shop is used to buy the mobile connection. (Handset, SIMs, packages)
• Which kind of ‘online’ shop is used to buy the mobile connection. (Handset, SIMs, packages )
• New purchase or renewal, how is handset acquired
• What is the average spend per consumer (All, Postpaid, Prepaid), and who pays the monthly fees, call charges, etc.
• What are the top seven reasons for the consumer when selecting his current mobile provider (All, Postpaid)
• What are the top seven reasons for the consumer when selecting a handset brand (All, Postpaid )
• Use of data and SMS out of bundles or within subscription (All, Postpaid, Prepaid).
• Private vs. business usage mobile phone
• What are the most-used services (All, Postpaid, Prepaid), and how many SMS are sent per month
• Churn provider and NPS provider

The Dutch Mobile Consumer Report is based on the responses of more than 20,000 respondents from the Telecompaper Consumer Panel during the period October 2012 – March 2013. The report also includes data from the four previous quarters. Results are CBS stratified for gender, age (12-80) and education. Some previous editions of this report were based on the ages 15 to 65 and education was not used for the stratification.

Telecompaper

Telecompaper is an independent research company. We publish the latest information about the global telecom industry and provide our international customers with need-to-know information and market insight via news feeds, newsletters, research and advisory services. Telecompaper has its main office in Houten (Netherlands). The company was established in June 2000. DMC21301 ’Dutch Mobile Consumer Q1 2013 – handset edition’ is a research product from Telecompaper. Price is EUR 5,900.

Contact Telecompaper

Tine Niezink – Market researcher
Phone: +31 30 6349600
Info: tine@telecompaper.com