Global Mobile Consumer Survey 2019

Welcome to the Dutch edition of the 2019 Global Mobile Consumer people actually willing to pay more for 5G and if so, how much? Survey, Deloitte’s annual study into global mobile consumer trends. This “Dutch Cut” outlines the details around device ownership, connectivity, Smartphone addiction has been increasing over the last years and this trends operator stores, mobile payments, smartphone usage, mobile gaming continues in 2019. However, the use of mobile phones in traffic is a true and privacy. problem that has been recognized by Dutch legislators in 2019. Has this new legislation that prohibits the use of mobile phones while cycling impacted consumer behavior?

Deloitte has been researching mobile consumer behavior on a global scale for More than half of Dutch smartphone owners play games on their device. Is many years now, focusing on the key aspects of devices, connectivity and there a difference in gender and age groups in terms of gaming activities? usage. Our research provides not only the most important insights into the Which games are preferred by women, or older people? state of the market, but it also reveals the most insightful developments. The answers to these questions, and more, are included in this survey. We So did Dutch consumers shift their priorities in this year’s Dutch Edition? Do hope this study gives you the insight and data to enhance your understanding they still focus mostly on price and discounts when they choose a provider, or of the opportunities and challenges ahead, and as always we welcome your do other factors come into play? feedback.

Smartphone penetration in The Netherlands is still rising, with ownership reaching 93%. The Dutch also like to keep it fresh: the majority of smartphones were purchased in the last 18 months. But what about connected devices, can the Dutch keep up with other countries in term of adoption?

SIM-only and post paid subscriptions including phone have once again grown at the expense of pre-paid packages, which now only 1 out of 10 people have. But how has the attitude towards 5G been impacted in the last year? Are

Norway

Sweden Finland United Kingdom Canada Netherlands Denmark Ireland Belgium Germany Switzerland

Spain United States Japan Italy China

UAE Saudi Taiwan Arabia Mexico

Thailand Vietnam Philippines Malaysia Singapore

Indonesia Brazil

The Netherlands Australia 2,000 Respondents

Nationally representative South Africa Adults 18-75 Argentina Online polling

Devices 5

Connectivity 24

Usage 47

Smart watch and fitness band adoption takes over feature phone, while smartphone penetration has reached 93%

Which, if any, of the following devices do you own or have ready access to?

93% Smartphone

82% Laptop

66% Tablet

29% eReader

14% Fitness band

12% Smart watch

11% Feature phone

2013 2014 2015 2016 2017 2018 2019

Source: Deloitte Global Mobile Consumer Survey 2013 – 2019, NL edition Weighted Base: All respondents (2019: n=2000)

The Netherlands shows a growth of 2% in smartphone adoption and is catching up in Europe

Do you own or have ready access to a smartphone?

+2 2018 2019 96% 94% 94% 93% 93% 93% 92% 92% 91% 91% 89% 88% 88% 88% 86% 83%

74%

Source: Deloitte Global Mobile Consumer Survey 2018 and 2019, NL edition and global data aggregation Weighted Base: All respondents (2019: n=2000)

The Netherlands is one of the three EU countries that shows a growth in tablet adoption and is now ranked third in Europe

Do you own or have ready access to a smartphone?

+2 2018 2019 68% 67% 66% 65% 65% 63% 64% 61% 60% 60% 59% 56% 52% 49% 48%

40%

29%

Source: Deloitte Global Mobile Consumer Survey 2018 and 2019, NL edition and global data aggregation Weighted Base: All respondents (2019: n=2000)

Compared to other surveyed European countries, the Netherlands is especially behind in fitness band adoption

Do you own or have ready access to a smartphone?

Europe Other countries

50%

Fitness band Smart watch

36%

29% 26% 26% 24% 21% 22% 18% 19% 18% 17% 16% 17%16% 18% 14% 14% 12% 12% 12% 13% 9% 9% 10% 10% 11% 11% 9% 9% 6% 6% 3%3%

Source: Deloitte Global Mobile Consumer Survey 2019, NL edition and global data aggregation Weighted Base: All respondents (2019: n=2000)

The increase in tablet adoption can be mostly attributed to the 35-44 age group

Do you own or have ready access to a tablet?

74% Average 2019: 66% 68% 68% 65% 66%66% 65% 61% 56% 52%

18-24 25-34 35-44 45-54 55+ 2013 2014 2015 2016 2017 2018 2019

Source: Deloitte Global Mobile Consumer Survey 2019, NL edition Weighted Base: All respondents (2019: n=2000)

Fitness band is mostly adopted by people in the age range 25-44, while the smartwatch is more popular among youngsters

Do you own or have ready access to a smartwatch or fitness band?

21%

19% 18% 17% 17%

14% 12% 12%

18-24 25-34 35-44 45-54 55+

Smartwatch Fitness band

Source: Deloitte Global Mobile Consumer Survey 2019, NL edition Weighted Base: All respondents (2019 NL Edition: n=2000)

17% of Apple smartphone owners has a smartwatch, while smartwatch adoption is lowest for Samsung smartphone owners

Do you own or have ready access to a smartwatch?

17% 14% 10%

Source: Deloitte Global Mobile Consumer Survey 2019, NL edition Weighted Base: All respondents owning a smartphone of the brands Apple, Samsung and Huawei (2019 NL Edition: n=1514)

A phone case, power bank and memory card are accessories usually purchased separately

Which of these accessories/services for your phone did you purchase separately?

Power Audio Protection Other 75%

46% 42% 39%

25% 25% 23% 21% 19% 15% 15% 12% 11% 6% 4%

Power bank Cable Wireless Phone Portable Wired Wired Wireless Wireless Phone case Screen Phone stand Phone Memory Camera charger charger charging speaker headphones earphones headphones earphones protector insurance cards accessories case

Source: Deloitte Global Mobile Consumer Survey 2019, NL edition Weighted Base: All respondents owning a phone (2019 NL Edition: n=1934)

In general, iPhone users purchase more accessories/services separately, except for wired earphones

Which of these accessories/services for your phone did you purchase separately?

Power Audio 79% Protection Other 76%

52% 48% 46%

35% 31% 27%26% 25% 24% 25% 25% 21% 21% 21% 20% 17% 15% 15% 14% 12% 11% 10% 8% 6% 6% 3%

Power bank Cable charger Wireless Phone Portable Wired Wired Wireless Wireless Phone case Screen Phone stand Phone Camera charger charging case speaker headphones earphones headphones earphones protector insurance accessories

Any iPhone Any Android

Source: Deloitte Global Mobile Consumer Survey 2019, NL edition Weighted Base: All respondents owning a phone (2019 NL Edition: n=1934)

Connected device ownership grows to 77%, driven by growth across all connected device categories

Which of the following connected devices do you own or have access to?

At least one device 77% 75%

Smart TV 51% 50% Games console 30% Connected entertainment 29% Video streaming device 26% 22% Wireless speaker 29% 22%

Smart thermostat 18% 15% Smart lighting systems 11% Connected home 8% A home appliance 7% 6%

Connected Car system 8% Connected car 6%

Smart watch 12% 9% Connected self Fitness band 14% 11% 2019 2018

Source: Deloitte Global Mobile Consumer Survey 2019, NL edition Weighted Base: All respondents (2019 NL Edition: n=2000)

57% of smartphones were purchased within the last 18 months, which is a decrease of 2%-points compared to last year’s figures

When did you buy or receive your current smartphone?

“ Not only in the Netherlands, but also on a global 57% scale a trend is being observed for lengthening mobile phone life span. This began in 2018 and will 36% continue through 2019. Gartner predicts that high- end phone life span will increase from 2.6 years to nearly 2.9 years through 2023. Furthermore, Gartner estimates that sales of smartphones will decline by 2.5% in 2019, which would be the steepest decline in history. 26% Gartner, July 2019 21% ”

10%

5% 2%

In 2019 In 2018 In 2017 In 2016 Before 2016 Don't know

Source: Deloitte Global Mobile Consumer Survey 2019, NL edition and global data aggregation Weighted Base: All respondents owning a smartphone (NL edition: n=1860)

In Europe, NL shows the highest percentage of people with smartphones bought or received in the last 18 months

When did you buy or receive your current smartphone? In the last 18 months

Europe Other countries

78% 71% 66%

58% 57% 55% 54% 54% 54% 53% 53% 52% 52% 49% 48% 47% 44%

2018 2019

Source: Deloitte Global Mobile Consumer Survey 2019, NL edition and global data aggregation Weighted Base: All respondents owning a smartphone (NL edition: n=1860)

Huawei growth stagnated for the first time since 2013, while OnePlus captures 2% of the installed base in the Netherlands

Thinking about your main phone, what is the brand and model of your current handset?

Other: 6% OnePlus: 2% Motorola: 3% SONY: 3% LG: 2% HTC: 0 % NOKIA: 3% Huawei: 9%

Apple: 32%

Samsung: 39 %

2013 2014 2015 2016 2017 2018 2019

Source: Deloitte Global Mobile Consumer Survey 2013 - 2019, NL edition Weighted Base: All respondents owning a phone (2019 NL Edition: n=1934)

The Netherlands has a higher adoption of Samsung compared to Apple brand phones, Europe shows variety in brand adoption

Thinking about your main phone, what is the brand and model of your current handset?

Europe Other countries

56% 55% Apple Samsung Huawei

44% 42% 40% 40% 41% 40% 39% 32% 36% 34% 33% 33% 33% 32% 31% 30% 30% 30% 28% 26% 25% 24% 23% 24% 20% 20% 18% 18% 18% 16% 17%16% 14% 14% 15% 12% 10% 9% 8% 9% 8% 7% 6% 7% 4% 2% 3% 3% 0%

Source: Deloitte Global Mobile Consumer Survey 2019, NL edition and global data aggregation Weighted Base: All respondents owning a smartphone of the brands Apple, Samsung and Huawei (2019 NL Edition: n=1514)

88% of Apple phone owners previously owned an Apple brand phone, and seem to be most loyal to the brand

Thinking about your main phone, what is the brand and model of your current handset?

Previous phone brand Current phone brand

Samsung 74 % 17 % of new Samsung owners previously owned another Android brand

More Samsung owners (7%) switch to Apple than vice versa (5%)

Apple 88 %

More Samsung owners (7%) switch to Huawei Huawei than vice versa (3%) 52 % Other Android

Source: Deloitte Global Mobile Consumer Survey 2019, NL edition Weighted Base: All respondents owning a smartphone (NL edition: n=1860)

Apple is most popular among 18-34 year olds, Samsung has higher adoption among the 35+ age groups

Thinking about your main phone, what is the brand and model of your current handset?

42% 42% 42% 40% 38% 34% 32% 30% 29% 27%

18-24 25-34 35-44 45-54 55+

Apple Samsung

Source: Deloitte Global Mobile Consumer Survey 2019, NL edition Weighted Base: All respondents owning a smartphone (NL edition: n=1860)

Laptop has become the preferred device for the two remaining activities previously preferred to be performed on a tablet

Which, if any, is your preferred device for each of the following activities?

Video Calls Read the news Online search

Watch TV via Browse catch-up services shopping websites

Check social Play games networks

Stream Make online films or TV series Voice calls purchases Watch short using Internet videos

Watch live TV Check bank Take photos and balances record videos

Source: Deloitte Global Mobile Consumer Survey 2019, NL edition Weighted Base: All respondents who have a smartphone, tablet or laptop (n=1934)

Mobile phone is the preferred device for younger age groups for online search, older age group prefer to use a laptop or PC

Which, if any, is your preferred device for each of the following activities? - Online search

Mobile phone Tablet Other Laptop or computer

34% 39% 36% 52% 64% 6% 2% 5% 9% 7% 16% 4% 14% 6% 51% 49% 46% 19% 30%

11%

18-24 25-34 35-44 45-54 55+

Source: Deloitte Global Mobile Consumer Survey 2019, NL edition Weighted Base: All respondents who have a smartphone, tablet or laptop (n=1934)

Sim-only penetration follows trend and reaches 52%

Percentage of sim-only post-pay phone users

52% 50% 46% 42% 37%

16%

2014 2015 2016 2017 2018 2019

Source: Deloitte Global Mobile Consumer Survey 2013 - 2019, NL edition Weighted Base: All respondents owning a phone (2019 NL Edition: n=1934)

Pre-paid base has declined by 4%-points and reaches 10%

Is your main phone on…?

Post paid SIM-only

Post paid 52% including phone 36% Pre-paid package 14% +2 +2 =-4

Source: Deloitte Global Mobile Consumer Survey 2018 - 2019, NL edition Weighted Base: All respondents owning a phone (2019 NL Edition: n=1934)

MNO base has grown with 2% at the expense of MNO sub-brands

Which mobile operator do you use for your main phone?

63% 65%

-2

= 24% 22% 13% 13%

MNO MNO Sub MVNO

2016 2017 2018 2019

Source: Deloitte Global Mobile Consumer Survey 2016 - 2019, NL edition Weighted Base: All respondents owning a phone (2019 NL Edition: n=1934) MNO: KPN, T-Mobile, Vodafone, Tele2, MNOsub: Telfort, Ben, Simyo, Hollandsnieuwe, Ziggo, MVNO: all other brands

MVNO’s are most popular with the youngest age group

Which mobile operator do you use for your main phone?

69% 67% 69% 63% 56%

23% 24% 24% 20% 22% 20% 13% 10% 10% 11%

18-24 25-34 35-44 45-54 55+ MNO MNO-sub MVNO

The traditional big three brands have the highest share of customers who never switched mobile phone operator

When was the last time that you changed your mobile phone operator?

40% 39% 37% 35% 37%36% 33% 34% 31% 29% 27% 28% 24% 21% 20% 22% 15% 16% 16% 16% 14%14% 12%

T-Mobile Vodafone KPN Tele2 MNO Sub MVNO

I have never changed my operator < 4 years Between 2 - 4 years < 2years

Source: Deloitte Global Mobile Consumer Survey 2019, NL edition Weighted Base: All respondents owning a phone (2019 NL Edition: n=1934) MNO: KPN, T-Mobile, Vodafone, Tele2, MNOsub: Telfort, Ben, Simyo, Hollandsnieuwe, Ziggo, MVNO: all other brands

Younger age groups are more willing to actively switch to 5G

Which of the following best describes your attitude towards 5G networks?

33%

27% 23%

15% 14% 11%

I would switch to a 5G network as soon as it is I would switch to a 5G network if I start I would switch to a 5G network if it was the available hearing good things about it standard offering and there was no alternative 18-24 25-34 35-44 45-54 55+

Source: Deloitte Global Mobile Consumer Survey 2019, NL edition Weighted Base: All respondents owning a phone (2019 NL Edition: n=1934)

Younger age groups seem more willing to pay premium for 5G

If 5G network speeds were ten times faster than those provided by 4G/LTE networks, how much more per month would you be willing to pay?

40% I am not willing to pay more 60% for 5G

27% 42% Up to €5 36% 38% 33% 30% 15% €6-€10

17% More than €10

I am willing to pay more for 5G 18-24 25-34 35-44 45-54 55+ 18-24 25-34 35-44 45-54 55+

Source: Deloitte Global Mobile Consumer Survey 2019, NL edition Weighted Base: All respondents owning a phone (2019 NL Edition: n=1934)

Awareness around information sharing has increased for most information categories

Thinking about companies which you may interact with online (such as Facebook, public Wi-Fi providers, online retailers), as far of you are aware, which information do you already share with them?

50% 48%

31% 27% 23% 24% 21% 20% 19% 17% 17% 18% 16% 15% 12% 11% 6% 5%

My email address My phone number My browsing activity My address My photos My purchase history Access to my A list of calls that I never share any of (i.e. that the sites friends' contact list you make from your these forms of you browse on are phone personal information shared with a third party) 2018 2019

Source: Deloitte Global Mobile Consumer Survey 2019, NL edition Weighted Base: All respondents owning a phone (2019 NL Edition: n=1934)

There is a slight increase in belief that companies share personal data with third parties

Do you believe the companies you interact with Do you believe that the companies you online use your personal data? interact with online share your personal data with third parties (e.g. social networks sharing data with retailers)?

+2 = 2018 93% 2018 89%

Yes No Yes No

Source: Deloitte Global Mobile Consumer Survey 2019, NL edition Weighted Base: All respondents owning a phone (2019 NL Edition: n=1934)

People are more concerned about their data being shared with third parties, compared to using or storing their personal data

To what extent, if at all, would you say you are concerned about how companies you interact with online...?

Use your personal data Store your personal data Share your personal data with third parties

Concerned Concerned Concerned 62% 64% 72%

Source: Deloitte Global Mobile Consumer Survey 2019, NL edition Weighted Base: All adults 18-70 who think companies use or share their personal data, 2019 n = 1578

Most people increasingly accept the terms and conditions without reading them

How often, if at all, do you accept terms and conditions without reading them?

61% 23% 9% 6%

(Almost) always Sometimes Hardly ever Never

Source: Deloitte Global Mobile Consumer Survey 2019, NL edition Weighted Base: All respondents owning a smartphone (NL edition: n=1860

MNO customers show lowest churn, while MVNO customers seem least loyal

Which operator were you previously with?

Previous operator Current operator

73 % 73% of former MNO users previously had MNO MNO

MVNO 20 % 20% of MVNO users previously had MVNO

MNO Sub 30 % 30% of former MNO Sub previously had MNO Sub

Source: Deloitte Global Mobile Consumer Survey 2019, NL edition Weighted Base: All respondents owning a phone (2019 NL Edition: n=1934)

KPN customers show lowest churn, while Tele2 customers seem least loyal

Which operator were you previously with?

Previous operator Current operator

52 % 52% of KPN users previously had KPN MNO

Vodafone 39 % 39% of Vodafone users previously had Vodafone

T-Mobile 42 % 42% of T-Mobile users previously had T-Mobile

Tele2 38 % 38% of Tele2 users previously had Tele2

Source: Deloitte Global Mobile Consumer Survey 2019, NL edition Weighted Base: All respondents owning a phone and have an MNO brand as a current and previous operator, 2019 n = 863

Monthly cost is the main reason for choosing a provider, followed by no hidden costs and quality of voice coverage

Which services are important to you?

Total Monthy Cost 70% 22% 8%

No hidden/surprise cost 69% 22% 9%

Quality of voice coverage 61% 30% 8%

Quality of internet access 53% 30% 16%

Data rollover 26% 34% 40%

Unlimited data tariff availability 36% 36% 28%

Quality of customer service 34% 47% 19%

Shorter contract length 15% 37% 48%

Very Important Fairly Important Not Important

Source: Deloitte Global Mobile Consumer Survey 2019, NL edition Weighted Base: All respondents owning a phone (2019 NL Edition: n=1934)

Vodafone and KPN customers find availability of additional services more important than customers of other operators

Are additional services important to you?

KPN 27% 32% 41%

Vodafone 22% 30% 48% Additional Services include: Tele2 18% 29% 53% • Connected homes • Wi-fi hotspots

T-Mobile 20% 23% 57% • Music streaming • Additional video content

MNO-sub 14% 25% 62%

MVNO 18% 25% 57%

Very important Fairly important Not important

Online purchases increased in 2019, whereas in-store purchases have declined

Which, if any, of the following apply to how you got your current phone?

I purchased it online and had it delivered 40% 39%

I purchased it in-store 28% 31%

I received it from a family member or friend 10% 11%

It was provided by my employer 6% 4%

I purchased it via a sales representative over the phone and picked it up in-store 4% 4%

I purchased it online and picked it up in-store 4% 4%

I purchased it via a sales representative over the phone and had it delivered 4% 4%

Other 3% 3%

I leased it 1% 1%

2019 2018

Source: Deloitte Global Mobile Consumer Survey 2018, NL edition Weighted Base: All respondents owning a phone (2019 NL Edition: n=1934)

In-store purchases are strongly preferred over online purchases only by the 55+ age group

Which, if any, of the following apply to how you got your current phone?

35%

26% 22% 23% 19% 18% 16% 15% 14% 12%

In-store Online

18-24 25-34 35-44 45-54 55+

I purchased it in-store I purchased it online and had it delivered

Source: Deloitte Global Mobile Consumer Survey 2019, NL edition Weighted Base: All respondents owning a phone (2019 NL Edition: n=1934)

Online phone purchases decreased for e-commerce websites, while mobile operators see an increase

You said you purchased your current phone online, which of the following best describes where you purchased it from?

32% From a mobile operator 30%

26% Online From an e-commerce website 30%

18% From a mobile phone store 17%

6% From the manufacturer 5%

2% From a phone recycling/refurbishing company/ individual resale 3%

1% From a department store 2%

14% Other 13%

2019 2018

Source: Deloitte Global Mobile Consumer Survey 2019, NL edition Weighted Base: All respondents who bought their phone or smartphone online (2019 NL Edition: n=838)

Mobile operator stores and electronic retailers are the most used channels for in-store phone purchases

You said you purchased your current phone in-store, which of the following best describes where you purchased it from?

36% From a mobile operator 32%

29% In-store From an electronics retailer 28%

24% From a mobile phone store 26%

6% From a manufacturer store 5%

1% From a supermarket 2%

0% From a department store 2%

4% Other 5%

2019 2018

Source: Deloitte Global Mobile Consumer Survey 2019, NL edition Weighted Base: All respondents who bought their phone or smartphone in-store (2019 NL Edition: n=544)

Most customers would like to be able to fix their phones, buy & try new phones and research tariffs in-stores

Which of the following things would you like to be able to do in an operator store?

Repair my phone 51%

Buy new phone 44%

Get advice on tariff which best suits my needs 42%

Try new phones 39% Tariff advice are a new entry to Renew contract of purchase additional airtime 33% respondent priorities compared Purchase accessories and relevant devices 32% to GMCS 2018 Guidance on how to use smartphones 23%

None of these 22%

Understanding the bill 19%

Talk about latest phones/advancements 15%

Purchase phone insurance 13%

Get advice on apps 12%

Source: Deloitte Global Mobile Consumer Survey 2019, NL edition Weighted Base: All respondents owning a phone (2019 NL Edition: n=1934)

The 18-24 age category would most like to be able to buy a new phone in an operator store

Which of the following things would you like to be able to do in an operator store?

56% 56% Repair my phone (e.g. screen repair, battery replacement) 45% 47% 45%

50% 48% Buy new phones 43% 42% 37%

49% 49% Try out new phones 38% 38% 27%

44% 43% Get advice on the tariff that best suits my needs 38% 39% 40% 18-24 25-34 35-44 45-54 >55

Source: Deloitte Global Mobile Consumer Survey 2019, NL edition Weighted Base: All respondents owning a phone (2019 NL Edition: n=1934)

KPN has the highest share of customers who bought their phone from a mobile operator store

You said you purchased your current phone in-store, which of the following best describes where you purchased it from?

51% 46% 44%

38%

28% 26% 25% 23% 23% 20% 20% 17%

KPN Vodafone T-Mobile Tele2

From a mobile operator From a mobile phone store From an electronics retailer

Source: Deloitte Global Mobile Consumer Survey 2019, NL edition Weighted Base: All respondents who bought their phone or smartphone in-store (2019 NL Edition: n=544)

Daily communication is mostly done via instant messaging, while social networks are showing the largest growth

Do you use each of these on your mobile phone on a daily basis?

78% Instant messages 72%

68% Emails 59%

61% Social networks 51%

36% Voice calls 34%

2019 2018

Source: Deloitte Global Mobile Consumer Survey 2018 - 2019, NL edition Weighted Base: All respondents owning a phone (2019 NL Edition: n=1934)

Daily and hourly usage of most frequently used apps is increasing, except for Facebook messenger

How often, if at all, do you use each of these on your mobile phone on a daily/hourly basis?

4% +0% Snapchat 13% +1%

5% +0% Facebook messenger 22% -1%

8% +1% Instagram 34% +9%

15% +1% Facebook 61% +5%

35% +5% WhatsApp 90% +5%

Hourly usage Daily usage

Source: Deloitte Global Mobile Consumer Survey 2018 - 2019, NL edition Weighted Base: All respondents owning a phone (2019 NL Edition: n=1934)

In the 18-24 age group, hourly Facebook usage has decreased significantly, whereas the 35-44 age group has increased

How often, if at all, do you use each of these on your mobile phone on an hourly basis?

+1% Snapchat Instagram Facebook 27% -2%

-9% 22% +6% -1% 19% 19% 17% -1% +4% +4% +5% 11% 11% 11%

+1% 9% 0%

0% 0% 0% 0% 4% 3% 1% 1% 1% 0%

18-24 25-34 35-44 45-54 55+

Source: Deloitte Global Mobile Consumer Survey 2018 - 2019, NL edition Weighted Base: All respondents owning a phone (2019 NL Edition: n=1934)

The number of times people look at their phone during the day keeps increasing

How many times would you estimate you look at your phone in a day?

2019 27% 26% 26% 21%

2018 24% 23% 26% 27%

2017 22% 24% 28% 26%

2016 20% 23% 32% 25%

Over 50 times Between 26 and 50 times Between 11 and 25 times Up to 10 times

Source: Deloitte Global Mobile Consumer Survey 2018 - 2019, NL edition Weighted Base: All respondents owning a phone (2019 NL Edition: n=1934)

People that check their phone more than 50 times a day experience more negative side-effects than less frequent users

Which of the following, if any, do you experience as a result of using your smartphone (too much)?

Not going to sleep at the intended time 31% 13% Increased levels of distractions when I am trying to complete a task 25% 13% Feeling like I constantly need to check my phone 25% 10% Not communicating as much face-to-face with family and friends, 19% when spending time with them 12% Fear of missing out when I am unable to check my phone 22% 9% Not meeting my family and friends as much as I used to 8% 6% Physical pain (e.g. headaches, sore thumbs/fingers) 8% 4% None of these 29% 59%

I look at my phone more than 50 times a day I look at my phone less than 50 times a day

Source: Deloitte Global Mobile Consumer Survey 2013 - 2019, NL edition Weighted Base: All respondents owning a phone (2019 NL Edition: n=1934)

For the first time in four years a slight decrease is shown in the 18-24 age group looking at their phone more than 50 times a day

Would you estimate you look at your phone more than 50 times in a day?

52%51% 46%

39% 36% 36% 34% 32%33% 30% 28% 22% 22% 16%17% 14% 13% 10% 9% 50x 6%

18-24 25-34 35-44 45-54 55+

2016 2017 2018 2019

Source: Deloitte Global Mobile Consumer Survey 2013 - 2019, NL edition Weighted Base: All respondents owning a phone and look at their phones more than 50 times a day (2019 NL Edition: n=503)

Consumers older than 35 years are increasingly annoyed by their own mobile phone usage

Overall, do you think you use your mobile phone too much, or not? Yes, I think I use my mobile phone too much

84% 81% 81% 75% 75% 75% 76% 72% 69% 63% 65% 63% 55% 51%

40%

50x

18-24 25-34 35-44 45-54 55+ 2017 2018 2019

Source: Deloitte Global Mobile Consumer Survey 2013 - 2019, NL edition Weighted Base: All respondents owning a phone and look at their phones more than 50 times a day (2019 NL Edition: n=503)

Women tend to be more annoyed by their own phone usage than men

Overall, do you think you use your mobile phone too much, or not?

75% 69%

50x

Source: Deloitte Global Mobile Consumer Survey 2013 – 2019, NL edition Weighted Base: All respondents owning a phone and look at their phones more than 50 times a day (2019 NL Edition: n=503)

Due to frequent smartphone usage, women mostly experience the fear of missing out while men mostly feel distracted

Which of the following, if any, do you experience as a result of using your smartphone (too much)?

28% Not going to sleep at the intended time 35% Feeling like I constantly need to check my phone 21% 30% Fear of missing out when I am unable to check my phone 17% 28% Increased levels of distractions when I am trying to complete a task 27% 22% Not communicating as much face-to-face with family and friends, 20% when spending time with them 19% 7% Physical pain (e.g. headaches, sore thumbs/fingers) 10% 50x Not meeting my family and friends as much as I used to 10% 6% None of these 30% 28%

Men Women

Source: Deloitte Global Mobile Consumer Survey 2013 - 2019, NL edition Weighted Base: All respondents owning a phone and look at their phones more than 50 times a day (2019 NL Edition: n=503)

Phone usage increased for almost every activity type, except for riding a bike, driving and being in a business meeting

How frequently, if at all, do you use your mobile phone while doing the following?

+4% Watch TV/film 88% 90% Using public transport +2%

+3% While out shopping 84% 62% While walking/crossing the road 0%

Eating in a restaurant with family or +2% 70% 36% While riding a bike -12% friends

+2% Eating home with friends or family 70% 35% Driving -3%

Spending time with friends +3% 87% 62% When in a business meeting -3% or family

+2% Meeting my friends on a night out 79% 94% While at work +1%

+2% Talking to family or friends 70% 43% While exercising N/A

Source: Deloitte Global Mobile Consumer Survey 2013 - 2019, NL edition Weighted Base: All respondents owning a phone (2019 NL Edition: n=1934)

Consumers using their phone while riding a bike decreased by 13%

How frequently, if at all, do you use your mobile phone while doing the following?

2018 38% -3% 51% 47% 37% 33% 2019 35% 18% Driving

2018 62% 0% 81% 81% 69% 56% 2019 62% 44% Walking/Crossing the road 2018 49% -13% 63% 55% 40% 2019 36% 27% 17% Riding a bike 18-24 25-34 35-44 45-54 55+

Source: Deloitte Global Mobile Consumer Survey 2018 - 2019, NL edition Weighted Base: All respondents owning a phone (2019 NL Edition: n=1934)

If consumers use their phone while driving, they are mostly writing and reading messages or selecting music to stream

For which of the following activities, if any, do you use your smartphone while cycling/driving?

38% 31% Writing or reading messages

32% 21% Selecting music to stream

7% 5% Watching videos/pictures shared on messaging network

36% 7% 5% 35% Watching short videos

Source: Deloitte Global Mobile Consumer Survey 2019, NL edition Weighted Base: All respondents (2019: n=659 (cycling) and n=616 (car))

Most consumers in the age group 18-24 make are texting and selecting music while cycling

For which of the following activities, if any, do you use your smartphone while cycling?

49% 60% 70% 66% 72%

51% 40% 30% 34% Writing or reading messages 28%

44% 61% 77% 81% 92%

56% Selecting music to stream 39% 23% 19% 8% 18-24 25-34 35-44 45-54 55+

Source: Deloitte Global Mobile Consumer Survey 2013 - 2019, NL edition Weighted Base: All respondents (2019: n=659 (cycling)

People in the age of 25-34 write or read texts more often on while driving compared to other age groups

For which of the following activities, if any, do you use your smartphone while driving?

65% 67% 66% 76% 79%

35% 33% 34% Writing or reading text 24% 21%

63% 72% 84% 84% 92%

Selecting music to stream 37% 28% 16% 16% 8% 18-24 25-34 35-44 45-54 55+

Source: Deloitte Global Mobile Consumer Survey 2013 - 2019, NL edition Weighted Base: All respondents (2019: n=616 (car))

One third of the people actively try to limit their phone use, primarily by turning the sound or smartphone off

Do you try to limit your smartphone usage, and if yes: how?

Turn the sound off 41%

Turn the smartphone off 32%

Turn notifications off 26%

64% Put on do not disturb 16%

69% 2018 Turn data connectivity off 6%

2019 Screen time trackers 6% Yes

Source: Deloitte Global Mobile Consumer Survey 2013 - 2019, NL edition Weighted Base: All respondents owning a phone (2019 NL Edition: n=1934)

From the people that are using the screen time tracker 46% finds this functionality somewhat useful

How useful, if at all, do you find the screen time tracker for managing your phone usage?

Not at all useful 4%

Very useful 24%

Not very useful 26%

Somewhat useful 46%

Source: Deloitte Global Mobile Consumer Survey 2013 - 2019, NL edition Weighted Base: All respondents that use the screen time tracker (2019: n=107)

Unlocking via identification has increased, with the highest growth seen in finger recognition and facial recognition

Which, if any, of the methods listed below have you used to identify yourself when unlocking your smartphone, authorizing mobile payments or other transactions?

PIN or password authentication 75% 69%

49% Fingerprint recognition 38%

Facial recognition 14% 5%

Eye/iris recognition 5% 3%

Voice recognition 3% 3% 2019 2018 11% None of these 15%

Source: Deloitte Global Mobile Consumer Survey 2013 - 2019, NL edition Weighted Base: All respondents owning a smartphone (NL edition: n=1860)

48% of fingerprint users use it to log into apps and 54% of facial recognition users use that to log in to apps

How do you use these methods to identify yourself?

To authorize money transfer To authorize money transfer To log in to apps To log in to apps To authorize payments/purchases To authorize payments/purchases To unlock my device To unlock my device

+2% 77% 78% 76% 76%

+6% 39% 54% 48% 41% Uses fingerprint for that activity Uses facial recognition for that activity

Source: Deloitte Global Mobile Consumer Survey 2019, NL edition Weighted Base: All respondents who have used fingerprint or facial recognition on their smartphone (2019: n=920)

The majority of the people owning a smartphone plays games on their device, daily gaming is done by all groups

Do you use your mobile phone to play games?

33% At least once a day 28% 30% 30% 29%

22% At least once a week 13% 54%

Less often 13%

Never 46% 18-24 25-34 35-44 45-54 55+ At least once a day At least once a week Less often

Source: Deloitte Global Mobile Consumer Survey 2019, NL edition Weighted Base: All respondents owning a smartphone (NL edition: n=1860)

53% of the mobile gamers are women, Apple phone owners tend to game more often

Do you use your mobile phone to play games?

61%

Apple 39%

47% 53% Samsung 49%

Huawei 50%

At least once a day At least once a week Less often Never

Source: Deloitte Global Mobile Consumer Survey 2019, NL edition Weighted Base: All respondents owning a smartphone (NL edition: n=1860)

Women play casual, board, card and AR games more often while men play more strategy and action games

Which, if any, of the following types of games do you play on a smartphone?

Casual/Puzzle 33% 20%

Board/word 18% 14%

Card games 16% 12%

Augmented Reality (AR) games 7% 6%

Strategy 5% 9%

Action/Adventure 2% 5%

Sports 1% 5%

Casino/Betting 1% 5% Women Men

Racing games 1% 5%

Source: Deloitte Global Mobile Consumer Survey 2019, NL edition Weighted Base: All respondents owning a smartphone (NL edition: n=1860)

Gaming is mostly an evening activity, and 28% of consumers play games just before going to bed

When do you tend to play games on your mobile phone?

64% games while relaxing at home

27% 28% 22% games games around bed games while 3% while watching TV time or just before 17% while commuting 17% games when eating out going to bed games when waking games while at up/before they starting school/uni/work the day 8% 3% games during meal games when spending time with time at home family or friends

Morning Midday Evening Midnight

Source: Deloitte Global Mobile Consumer Survey 2019, NL edition Weighted Base: All respondents who play games on their smartphone (n=1000)

85% of smartphone gamers play single player games, younger age groups are more likely to play multiplayer games

Do you play single player or multiplayer games?

80% 88% 85% 86% 85%

Single player 85%

Multiplayer 15% 22% 17% 15% 12% 9%

18 - 24 25 - 34 35 - 44 45 - 54 55+

Source: Deloitte Global Mobile Consumer Survey 2019, NL edition Weighted Base: All respondents who play games on their smartphone (n=1000)

16% of the smartphone gamers make in-app purchases, youngsters spend higher amounts

Do you spend on in-app purchases for mobile games, and if so: how much each month?

21+ Euro 39% 26% 16% 13% 6%

16 - 20 Euro 50% 6% 38% 6%

11 - 15 Euro 9% 54% 18% 18%

6 - 10 Euro 21% 29% 25% 25%

16% 1 - 5 Euro 19% 37% 23% 11% 10%

Yes, I make in-app purchases 18 - 24 25 - 34 35 - 44 45 - 55 55+

Source: Deloitte Global Mobile Consumer Survey 2019, NL edition Weighted Base: All respondents who play games on their smartphone (n=1000)

Of the in-app gaming purchases, buying in-app credits is the most popular category

You mentioned that you have made an in-app gaming purchase(s). Which, if any, of the following have you purchased?

To get in-app credits or currency 26%

To purchase/unlock the full game 22%

To get speed ups 18%

To skip ads in a free version 16%

To purchase in-game equipment/items 16%

To purchase in-game skins/characters 10%

To gain access to a new level or area 10%

To buy exclusive extra content 9%

To remove time limitations to continue… 8%

None of these 25%

Source: Deloitte Global Mobile Consumer Survey 2019, NL edition Weighted Base: All respondents who play games on their smartphone (n=1000)

Contact Robert Boer Patrick Steemers Consultant | Deloitte Consulting Partner | Segment Lead Telecom [email protected] +31 6 8201 9347 Twan Houwers Consultant | Deloitte Consulting Marc Beijn Director | Deloitte TMT Consulting [email protected] +31 6 8201 9400 Matthijs Niemeijer Sr. Consultant | Deloitte TMT Risk Joël van Veen Jr. Manager | Deloitte TMT Risk [email protected] Esmée de Nooy +31 6 8333 0394 Jr. Manager | Deloitte TMT Risk

With special thanks to:

Erik Huizer Avinash Pandey Iris Hielkema Manager| Monitor Deloitte

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