Houten, The Netherlands, 17 June 2014 - The Dutch smartphone market is still dominated by Samsung and Apple, as 70 percent of the Dutch consumers have a smartphone of one of these two brands. The other brands work hard to gain some of the remaining 30 percent share. BlackBerry is losing this battle and lost over half of its share during the past year. Nokia's share is also declining. Both brands accounted for a three percent market share in Q1 2014, the same as newcomer Huawei. Since the customer base of Huawei is very positive about its smartphone, this percentage is expected to rise in the near future.
Huawei seems especially popular among the elderly and teenagers, according to Telecompaper's report ‘
Dutch Smartphone User Q1 2014’. The report is based on an online survey of over 17,000 Dutch consumers during Q1 2014, comparing the data with the previous four quarters. Nineteen percent of Huawei’s base is aged 65 to 80 years old, while the market average is nine percent. And 24 percent of their base is 12 to 19 years old (19% market average). Nokia has the oldest average customers (48 years old), while Apple has the youngest (37 years old).
The research shows that fifteen percent of the smartphone owners keep their device for over two years among BlackBerry owners this percentage is double as high. One third of all smartphones is one to two years old. Over 90 percent of all postpaid subscriptions have a contract of 2 years.
The research also reveals that packages (SIM + smartphone) are often sold via internet and especially via specialised e-shops, more so than last year. Mediamarkt remains the number one seller of smartphones for the fifth quarter in a row. Nineteen percent of all smartphones bought in physical shops are purchased at Mediamarkt.
The Dutch Smartphone User report discusses the following aspects on 60 slides: smartphone penetration, social demographics, handset, purchase, spending & usage, provider and devices. Most results are shown for the following handset manufacturers: Nokia, Samsung, Sony, LG, HTC, Apple, Blackberry and (new) Huawei. Some results are also shown for models i.e. iPhone 4, Samsung Galaxy S3.
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. Price of the report is EUR 5,900. There is also a brief edition of the report available, if you are interested please contact us.