Résultats evol vague 1&2

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Transcript of Résultats evol vague 1&2

  • Results

    GSM : Global Survey Mobile - Barometer

    1st wave November 2010 and 2nd wave January 2011

  • Introduction

  • Study Objective

    The barometers are designed to provide a quick overview of the mobile landscape in Belgium. This

    covers mainly smartphones and digital tablets.

    The data studied covers: penetration, purchase intent, purchase intent for the New Year period and the

    frequency of use during the day.

  • Methodology

  • Methodology summary

    ANT Research Contractor :

    24th January 2011 1th February 2011 Fieldwork :

    12+ living in Belgium : 9.303.254 individuals (Orgassim) Reference Universe :

    Size : 1.072 individuals first wave and 1.067 individuals for second wave Method: at random based on Internetpanel (Antresearch) Sample :

    Online survey Average duration of the interview: 2'

    Data Collection :

    Socio-demographic variables Smartphone and Digital Tablet penetration Purchase intention (smartphone and digital tab) Frequency of use

    Data Collected :

  • Results

  • Parmi les appareils de tlcommunications suivants, lesquels possdez-vous et lesquels envisagez-vous dacqurir dans les prochains mois ?

    Among the following telecommunication devices, which do you own and which will you acquire in the coming months? (part 1/2)

    94,60%

    12,60%

    2,40%

    10,90%

    91,60%

    19%

    2,90%

    11,70%

    0,00%

    10,00%

    20,00%

    30,00%

    40,00%

    50,00%

    60,00%

    70,00%

    80,00%

    90,00%

    100,00%

    GSM Smartphone Digital tablet Netbook

    Wave 1

    Wave 2

    n:1072 (wave 1)

    n:1067 (wave 2)

    Device penetration

  • Smartphone users - Profile

    Average 19,0%

    23,3%

    14,9%

    22,2%

    16,5%

    30,9%

    20,3%

    8,8%

    23,9%

    14,3%

    Totalsmartphone

    Men Women FR NL 18-34 35-54 55+ SG 1-4 SG 5-8

    Based on smartphone users / n:202

  • 2,9% 3,0%

    2,8%

    3,3%

    2,6%

    3,1%

    4,1%

    1,6%

    4,1%

    1,7%

    Total Digitaltablet

    Men Women FR NL 18-34 35-54 55+ SG 1-4 SG 5-8

    Digital tablet users - Profile

    Average

    Based on digital tablet users / n:31

  • Parmi les appareils de tlcommunications suivants, lesquels possdez-vous et lesquels envisagez-vous dacqurir dans les prochains mois ?

    Among the following telecommunication devices, which do you own and which will you acquire in the coming months? (part 2/2)

    0,60%

    9,90%

    7,30% 7,10%

    0,90%

    11,50%

    10,50%

    6,20%

    0,00%

    2,00%

    4,00%

    6,00%

    8,00%

    10,00%

    12,00%

    14,00%

    GSM Smartphone Digital tablet Netbook

    Wave 1

    Wave 2

    Purchase intent

    n:1072 (wave 1)

    n:1067 (wave 2)

  • Et quelle frquence utilisez-vous les appareils de tlcommunications que vous possdez ?

    And how often do you use the telecommunications devices that you own?

    89%

    6% 2% 2%

    0%

    68%

    11% 12%

    6% 3%

    68%

    15% 11%

    6%

    0%

    Smartphone Digital tablet GSM

    Based on digital tablet users / n:31

    Based on smartphone users / n:202

    Based on cell phone users / n:979

    All Audience

    Usage frequency

  • Et quelle frquence utilisez-vous les appareils de tlcommunications que vous possdez ?

    And how often do you use the telecommunications devices that you own?

    91% 88% 88%

    91% 91% 92%

    79%

    92%

    86%

    65%

    71%

    89%

    48%

    78%

    56%

    84%

    66%

    72% 73%

    64% 61%

    74%

    80%

    75%

    52%

    73%

    63%

    Smartphone Digital tablet GSM

    Based on digital tablet users all days / n:31

    Based on smartphone users all days n:202

    Based on cell phone users all days n:979

    Each day Audience

    Language Gender Age Social Group

    Usage frequency Focus Each day

  • Quelle est la marque du Smartphone que vous utilisez le plus souvent ?

    What brand of smartphone do you use most often?

    (Only one answer possible)

    1%

    1%

    2%

    10%

    12%

    17%

    27%

    31%

    1%

    5%

    5%

    8%

    20%

    19%

    22%

    21%

    LG

    Autre

    Sony-Ericson

    Blackberry

    HTC

    Iphone

    Samsung

    Nokia

    February 2011

    December 2010

    Based on Smartphones user / n:202

    Brand penetration of smartphone

  • 21,50%

    17,60% 17,10%

    22,80%

    21%

  • A quelle frquence utilisez-vous les diffrents services suivants sur votre smartphone ?

    How often do you use the following different services on your smartphone?

    28%

    68%

    31%

    2%

    17%

    2%

    1%

    10%

    5%

    3%

    10%

    11%

    1%

    42%

    13%

    14%

    10%

    1%

    12%

    5%

    11%

    7%

    5%

    7%

    20%

    4%

    15%

    18%

    10%

    13%

    7%

    14%

    13%

    6%

    21%

    20%

    9%

    23%

    29%

    2%

    12%

    28%

    6%

    19%

    16%

    19%

    40%

    16%

    27%

    20%

    17%

    27%

    28%

    6%

    11%

    13%

    2%

    27%

    74%

    39%

    41%

    75%

    31%

    48%

    66%

    34%

    12%

    88%

    20%

    Surf on Internet

    Send / receive SMS / MMS

    Send / receive emails

    To chat

    Connect to a social network

    Using GPS as routeplanner

    Use a geolocation tool

    Consult services (weather, schedules ...)

    Playing electronic games

    Watching video

    Listening to music

    Using functional tools (calculator, ..)

    Mobile banking

    using digital agenda

    Each day Four to five times per week Once or twice a week Less than once a week Never

    Based on smartphone users / n:202

    Use of various services on smartphone

  • A quelle frquence utilisez-vous les diffrents services suivants sur votre tablette numrique ?

    How often do you use the following different services on your digital tablet?

    63%

    12%

    52%

    12%

    31%

    7%

    4%

    24%

    24%

    17%

    14%

    0%

    2%

    20%

    11%

    11%

    10%

    16%

    17%

    3%

    8%

    7%

    10%

    11%

    14%

    5%

    13%

    10%

    3%

    16%

    3%

    10%

    9%

    11%

    36%

    20%

    19%

    16%

    27%

    18%

    6%

    6%

    5%

    8%

    11%

    11%

    14%

    10%

    19%

    16%

    25%

    24%

    25%

    20%

    13%

    11%

    69%

    13%

    58%

    32%

    67%

    69%

    13%

    32%

    29%

    35%

    35%

    54%

    48%

    Surf on Internet

    Send / receive SMS / MMS

    Send / receive emails

    To chat

    Connect to a social network

    Using GPS as routeplanner

    Use a geolocation tool

    Consult services (weather, schedules ...)

    Playing electronic games

    Watching video

    Listening to music

    Using functional tools (calculator, ..)

    Mobile banking

    Using digital agenda

    Each day Four to five times per week Once or twice a week Less than once a week Never

    Based on digital tablet users / n:31

    Use of various services on digital tablet

  • Insights

  • At present, 19% of all Belgians own a smartphone. 12.6% for the previous survey (+7,4%)

    Purchase intent increases: 9.9% Vs 11.5%

    The smartphone user profile: male, 18-34 and social group 1-4

    89% use their smartphone every day (86% Vs last survey). This is more than classical cell phone usage (66% every day).

    The main use of smartphones is : send and receive sms, mms (68%) Digital agenda (42%) send-receive emails and surf on the Internet, however, are well positioned (31% ans 28%) Connecte to a social network (17%)

    Insight - Smartphone

  • At present, 2.9% owns a digital tablet in Belgium. (vs 2.4% for the first wave)

    68% use their digital tablet every day.

    Increasing of purchase intent 7.3% Vs 10.5%

    The main use of digital tablet on daily basis is classic: Surf on Internet (63%) Send and reveive emails (52%) Connect to a social network (31%)

    Insight Digital Tablet Remark n31= regarding digital tablet