Houten, The Netherlands, 19 May 2014 - Houten, the Netherlands, 16 May 2014 - Smartphone penetration in the Netherlands was up by 14% percent year-on-year to 72% in the first quarter of 2014. People over 50 drove the increase, with smartphone penetration up 27% among 50-65 year olds and 82% higher among 65-80 year olds. In the first quarter of 2013, only 23% of over-65s had smartphones, well below the market average of 63%.In the first quarter of this year, the percentage has nearly doubled, and 43% of them own smartphones.
Among the 65-80 year olds, Apple’s iPhone is a little less popular than in the total market, while Nokia and Huawei smartphones are somewhat more popular, according to Telecompaper's report ‘Digital adoption by the elderly’. The report is based on an online survey of over 17,000 Dutch consumers during Q1 2014, comparing the data of the 50-64 year olds and 65-80 year olds with the average of the market.
The research shows that consumers who own a smartphone are more likely to also own a tablet, although those aged 50-64 are somewhat an exception to that.
The research also reveals that almost a quarter of Dutch households do not have a fixed telephone connection. In households with older people, the landline is more popular, and around 90 percent have one. KPN has the largest market share in fixed telephone connections, serving one third of the total market. Among the 65-80 year olds, KPN’s share is even bigger, at 39%.
The ‘Digital adoption by the elderly’ report discusses the following aspects:
Fixed services
-Top 10 reasons to choose broadband, broadcast and fixed telephony provider
-Market shares of broadband, broadcast and fixed telephony providers
-TV, fixed telephony subscriptions
Mobile devices
-Mobile phone, smartphone, tablet penetration
-Brands of most-used feature phones, smartphones, tablets
-Top 5 models of mobile phone, tablet
-Overlap mobile phone and tablet ownership
Mobile telephony
-Split post- and prepaid
-Top 10 reasons to choose mobile telephony provider
-Market shares of postpaid providers, prepaid providers
This report is based on the responses of over 17,000 participants in the Telecompaper Consumer Panel during the period January - March 2014. Results are CBS stratified for gender, age (12-80) and education. Every month, we ask at least 2,000 consumers from our panel about their use of mobile telephony, broadband connections, fixed telephony, tablet and TV, including details on their current situation, purchasing habits, usage and churn.
The report ‘Digital adoption by the elderly Q1 2014’ is part of the new Insight report series. Price of the report is EUR 2,500. It is also possible to order separate slides or slides including other age groups (eg teenagers). For more information, please click
here.