Samsung dominates Dutch smartphone market

Samsung dominates Dutch smartphone market

Smartphone penetration has continued to grow in the Netherlands over the past year. In the third quarter of 2013, 72 percent of Dutch mobile phone users had a smartphone, up from 56 percent in the third quarter of 2012. Samsung still dominates the smartphone market and saw its share increase from 42 percent in Q3 2012 to 47 percent in Q3 2013. Also in the feature phone market Samsung is the number one brand, with a share of 41 percent. Nokia comes second with 38 percent.

Together with Samsung’s success, Android’s share of the market increased further and now represents 69 percent of Dutch smartphone users. Apple’s iOS increased to 22 percent of the market, according to Telecompaper’s report ‘Dutch Smartphone User Q3 2013’. The report is based on an online survey of nearly 20,000 Dutch consumers during Q3 2013, comparing the data with the previous four quarters.

The research shows that the average smartphone user is getting younger and has a lower income than half a year ago. This is underlined by the fact that in Q3 2013 almost a third of smartphone users were students.
Hi and Vodafone have the highest percentage of smartphone users in their customer bases (around 80%). Customers of KPN and Telfort on the other hand are less likely to have smartphones.

The research also reveals that Mediamarkt is the number one seller of smartphones for the fifth quarter in a row. One in six smartphones bought in physical shops are purchased at Mediamarkt. For smartphones sold in a package with a Sim, the T-Mobile shops are the top seller among physical stores. Nearly a quarter of all such packages are sold via T-Mobile shops.

This report discusses topics similar to the Dutch Mobile Consumer report from Telecompaper. That report gives information on the postpaid mobile phone market and focuses on the differences among service providers. The Dutch Mobile Consumer report will be available in early November 2013.

The Dutch Smartphone User report discusses the following aspects:
Smartphone penetration:

  • Over time
  • By age
  • Per brand
  • Per provider

Socio demographics:

  • Gender
  • Age (total market, male and female)
  • Education
  • Income
  • Daily occupation
  • Living situation

Handset:

  • Brand (smartphone and feature phone)
  • Operating system
  • Reason choice of handset (smartphone and feature phone)
  • Phone activities
  • Private or business usage

How connection is bought:

  • Bought with subscription or separate
  • Sales channels handsets and packages
  • Sales channel SIM and packages
  • Type of internet store for SIM, package and handset
  • Type of physical store for SIM, package and handset
  • Top 5 reselling physical stores

Spending:

  • Spending (smartphone and feature phone)
  • Who pays bill
  • SMS and data bundles

Provider:

  • Provider
  • Pre- and postpaid
  • Prepaid or postpaid, package or SIM-only
  • Length of subscription
  • New purchase or renewed
  • Reason choice of provider

Most results are shown for the following handset manufacturers: Nokia, Samsung, Sony, LG, HTC, Apple and Blackberry.

This report is based on the responses of nearly 20,000 participants in the Telecompaper Consumer Panel during the period July – September 2013. Results are CBS stratified for gender, age (12-80) and education. Every month, we ask at least 2,000 consumers from our panel about their use of mobile telephony, broadband connections, fixed telephony, tablet and TV, including details on their current situation, purchasing habits, usage and churn.

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