Living in a Smartphone Society
Global Mobile Consumer Survey 2016, Dutch edition
The “Dutch cut” of Deloitte’s Global Mobile Consumer Survey 2016 outlines the details around connectivity, device ownership, smartphone addiction, smartphone usage and emerging technologies. Why is this survey so relevant? And what are the most striking outcomes?
The annual Global Mobile Consumer Survey offers a unique overview of global mobile consumer trends, from changing behavior – such as smartphone addiction - to preferences for certain devices or technologies. The “Dutch cut” offers insights into the status quo in the Netherlands. Companies from various industries use these insights to refine their mobile strategy and propositions or as an acknowledgement that they are on the right track.
One of the most striking outcomes of this year’s survey is that the Dutch have become addicted to their smartphones. In fact, newsflashes in Dutch newspapers, in November 2016, emphasize this result. For instance, the medical staff in the province of Overijssel claims that hundreds of Dutch adolescents in that particular area of the country end up in hospitals for lack of sleep, due to their use of social media late at night. Also, Dutch truck drivers complained in the media about the majority of car drivers who seem to be totally absorbed by their smartphones while driving.
Smartphones around the clock
Although it could be worse. About 33% of (young) Dutch consumers use their phones at night, while the European average is 39%. We have actually included an image of ‘around the clock activities on smartphones’ in our survey. Smartphone addiction has become a cause for domestic friction: 31% of all respondents have had arguments about their phone usage, especially with their significant other. Smartphones can also disrupt dinners with friends, although some people have found a smart solution: all phones are collected before dinner and whoever grabs theirs first, has to pay the bill.
Another remarkable outcome is that smartphone adoption is still growing rapidly among the age group of 55 up. Numbers have risen from 55% to 77% in the last two years. However, smartphone usage is still quite low among the 55+ segment. Almost half of them use their phone less than ten times a day. This year’s survey also shows that speed has become a key factor for consumers. 4G users are much more inclined to recommend their operator to other people than 3G users.
Does the fact that we use our smartphones almost around the clock mean that smartphone adoption and usage have reached the summit? Actually, no, it doesn’t. On the one hand, adoption among the 55+ segment will most probably continue to rise. On the other hand, new applications are still being developed. For instance, Nederlandse Spoorwegen (Dutch Railways) will soon offer the option of checking in with smartphones and banks are developing new facilities for mobile banking, as more and more Dutch consumers turn to mobile banking. In fact, the Netherlands is ahead of many other countries in the field of mobile banking.
Internet of Things
Yet when it comes to exciting new technologies such as the Internet of Things, Dutch consumers are curious but cautious. Connected devices are still a niche market for consumers. Even though 50% has a connected device, these are mostly entertainment products. Usage will probably grow as soon as more applications are available. Virtual Reality device adoption is also low. Maybe next year’s survey will see some changes in this field. Time will tell.
Of course, this is only a selection of the global mobile consumer trends you will find in our survey. For a full report on our findings, please read the Dutch edition of the Global Mobile Consumer Survey 2016.
Do you want to know more on Global Mobile Consumer Survey 2016 Dutch Edition? Please contact Patrick Steemers at +31(0) 6 8201 9347 or Marc Beijn at +31 (0)6 8201 9400.