Samsung becomes most used handset brand in Netherlands

Samsung becomes most used handset brand in Netherlands

Samsung became the most used handset brand in the Netherlands in Q3 2011, growing its market share at the expense of Nokia. Samsung had 30 percent of the market, according to research by Telecompaper. The report ‘Dutch Mobile Consumer’ also found that Blackberry and Apple gained market share. In the postpaid market, Nokia was still the most used handset, with 30 percent of customers.

These results are based on a continuing online survey. In July to September 2011, 19,000 Dutch consumers were questioned. The report from independent market researcher Telecompaper also includes data from the two previous quarters on consumer mobile habits and spending.

Samsung’s growing market share has been helped by the quick adoption of smartphones by Dutch consumers. Half the respondents in the survey said they had a smartphone. Also among Samsung customers, half use a smartphone, up from 30 percent in Q1 2011. Nokia had a much smaller percentage of smartphone users, with 68 percent of its customers still using a ‘normal’ mobile phone.

The report also found that young people are more likely to choose a Blackberry, while Nokia users tend to be older.  Apple, Blackberry and HTC had the wealthiest customers, and owners of these handset brands also spend the most on their monthly mobile bills. Almost half of iPhone users are customers at T-Mobile, although Vodafone and KPN’s share of iPhone users is growing.

Consumers were more likely to go to a shop to buy their mobile than buy online in Q3 2011. This was not the case a half year ago. The share of mobile connections sold in shops is increasing mainly due to a higher percentage of postpaid connections sold in shops. Monthly costs are still the most important reason why Dutch consumers choose a specific provider. More than half of the postpaid users indicate this as the most important reason to choose a specific provider, while 28 percent of prepaid users named this an important reason. The handset brand is the most important reason for Apple and Blackberry users to choose a specific connection.

The report Dutch Mobile Consumer 2011 Q3 – Handset Edition gives detailed information on the demographics of consumers, their sales channels, reasons for selecting a provider, average spending, most used services and use of bundles in addition to the current subscription. The report is available for purchase in two different editions. This edition gives insight per used handset brand: Nokia, Samsung, LG, Sony Ericsson, HTC, Apple, Blackberry, handset from operator and other handset brands combined. The other edition, which was published a week ago, gives insight per mobile service provider: Hi, KPN, Telfort, Vodafone, T-Mobile, Tele2 and the others providers combined. Both reports discuss the following aspects:

  • Market shares per handset/provider (All, Postpaid, Prepaid)
  • Split per age group, gender, personal income and education.
  • Split per Postpaid/Prepaid, Packages/Sim Only, Smartphone/Normal phone (All, Postpaid, Prepaid)
  • Sales channels (All, Postpaid, Prepaid, Postpaid Package)
  • Which kind of ‘physical’ shop is used to buy the mobile connection. (All, Postpaid, Prepaid)
  • Which kind of ‘online’ shop is used to buy the mobile connection. (All, Postpaid, Prepaid)
  • What is the average spend per consumer (All, Postpaid, Prepaid), and who pays the monthly fees, call charges, etc (All)
  • What are the top seven reasons for the consumer when selecting his current mobile provider (All, Postpaid, Prepaid)
  • Which bundles, such as SMS, internet, etc., does the consumer subscribe to, in addition to his normal voice subscription (Postpaid)
  • What are the top five most used services (All, Postpaid, Prepaid), and how many SMS are sent per month (All)
  • Split per provider (All, Postpaid and Prepaid)

The Dutch Mobile Consumer Report is based on the responses of 19,000 respondents from the Telecompaper Consumer Panel during the period July – September 2011. The report also includes data from the two previous quarters. Results are CBS stratified for gender and age (15-64).

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