Global Mobile Consumer Survey 2017 - Luxembourg

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Global Mobile Consumer Survey 2017 - Luxembourg

The key to the present is Digital

Deloitte’s Global Mobile Consumer Survey 2017 is an annual, multi-country study concerning the usage of smart devices and, in particular, of mobile phones and smartphones. This year’s survey is the biggest and most extensive to date. Worldwide, it covers 5 continents, 33 countries, and more than 50,000 respondents. The Luxembourg sample comprises 1,000 respondents aged 18 to 75, evenly distributed between men and women.

This survey has been conducted to develop an understanding of the usage habits of mobile consumers whose preferences are driving mobile solutions in today’s fast-changing marketplace. Please do not hesitate to reach out to us for further conversations based on the content and data sets.

Smartphone adoption

Addiction to smartphones is a global trend, both in developed and developing countries. Still, Luxembourg is above the average (91% compared to 80% of developed countries) of the developed countries in terms of access to smartphones. Luxembourg’s smartphone penetration rate has increased by 3% from last year.

Luxembourg is one of the best performers in Europe: The Netherlands performs nearly equally (90% of adoption), with Denmark just below (86%), as well as Germany and UK (85%).

User habits

TEXT VS VOICE

In general, Luxembourgish people use their smartphones to communicate more frequently compared to other European countries, being always in the top 3 countries for each category.

Still, it is interesting to see that countries using less frequently SMS are instead more attached to instant messaging apps, namely, Netherlands and Germany.

  • Mobile phones are more frequently used to compose messages rather than making calls (also at work).

  • LUX

  • DNK

  • NLD

  • DEU

  • GBR


VIRTUAL VS REALITY

The majority of respondents try to avoid using the smartphone while spending some quality time with family and friends. However the real social atmosphere is at risk of “digital contamination” when spending the night out with friends and, even worse, while at the office.

75%Avoid using a phone while eating at home with family and friends

71%Avoid using a phone while talking to family and friends

56%Avoid using a phone while spending a night out with friends

33%Avoid using a phone at their workplace

LUX GOES GREEN

  • 42%

    Keep it as spare

  • 31%

    Recycle it

  • 10%

    Sell it

  • 3%

    Threw it away

  • 14%

    Other

Luxembourg has a green soul: in fact, when buying a new phone, the majority of the respondent prefers to keep it as a second mobile or to give it to family/friends/others, instead of selling or throwing it away.

SAFETY

78%
Phone-Driving
The majority of Luxembourgers never or hardly ever use mobiles while driving.

42%
Phone-Walking
Less than a half avoid using the phone while walking down the street.

72%
Phone Crossing
A great majority do not keep their eyes glued to the screen while crossing on the zebra.

New banking experience

MOBILE BANKING

The Germans and the Luxembourgers are still oriented toward checking their bank accounts through the beloved laptop ( 33% vs 15% and 33% vs 28% of preferences respectively).

Thus, there is some space for banks to improve their offering in terms of apps so as to make it more appealing for Luxembourg clients to follow their fellow European-smartphone-lover friends.

The Netherlands, instead, is the country where the smartphone has beaten the laptop at the maximum level (21% vs 48%), followed by Denmark ( 28% vs 38%) and the United Kingdom, which has no strong preference between the two devices ( 29% vs 31%).

IN STORE PAYMENT

The usage of smartphones when paying in-store is still quite low all over Europe, except for Denmark: in particular, in Luxembourg just 1 smartphone owner out of 5 has ever paid in-store in this way.

CYBER SECURITY

72%
believes companies with whom they have interacted with on the internet uses their personal data

63%
believes that they share it with third parties

48%
believes security is one of the most important criteria when choosing a digital bank.

What about tomorrow?

Now that Apple has announced the delivery of the first of its products having the facial recognition tool as an integrated system, iPhone X, there is no doubt the bets on whether it will catch on will increase exponentially.
But even more interesting is the fact that Deloitte predicted this outcome last year, with the GMCS 2016!

Not only the fingerprint recognition system is used by 42% of the people (owning a smartphone with this tool incorporated) to identify themselves while unlocking the phone, authorizing payments and other transactions, but also the facial recognition going to become real.

As long as Luxembourg is concerned, there are high chances that this brand new tool will be welcomed by the population, given both the high number of Apple users (the highest among the Central Europe countries) and the willingness of 29% of the people interviewed to buy a new smartphone in the next 12 months.

It may happen that the poor 1% of smartphone Luxembourgish owners using facial recognition will become a more relevant number In less than one year, or that the authorization for mobile payments will be allowed just by using your face – thus, the only way to know the end of this (digital) tale is to stay tuned for the next Global Mobile Consumer Survey 2018!

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