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 télécommunications suivants, lesquels possédez-vous et lesquels envisagez-vous d’acquérir 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 télécommunications suivants, lesquels possédez-vous et lesquels envisagez-vous d’acquérir 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 à quelle fréquence utilisez-vous les appareils de télécommunications que vous possédez ?

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 à quelle fréquence utilisez-vous les appareils de télécommunications que vous possédez ?

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%

<3 months 3-6 months 6-12 months 1 year-2 years more than 2 years

Depuis quand utilisez-vous un smartphone ?

Since when do you use a smartphone?

A quelle fréquence utilisez-vous les différents 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 fréquence utilisez-vous les différents services suivants sur votre tablette numérique ?

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