Samsung extends lead in Dutch mobile phone market

Samsung extends lead in Dutch mobile phone market

Samsung has extended its lead in the Dutch mobile phone market and accounted for 37 percent of mobile users in Q3 2012, according to research by Telecompaper. The report ‘Dutch Mobile Consumer’ shows Samsung’s market share increased from 35 percent six months ago. Besides Samsung, Apple is the only other handset provider that saw its share grow in the Dutch market. Nokia is seeing its market share decline further.

These results are based on the Telecompaper Consumer Panel, a continuing online survey. In July to September 2012, 21,000 Dutch consumers between the ages of 12 and 80 were questioned. The report from independent market researcher Telecompaper also includes data from the two previous quarters on consumer mobile habits and spending.

Samsung showed a big increase in smartphone users, especially among postpaid users. Almost three-quarters (73%) of its postpaid customers now use a smartphone, versus 68 percent of all postpaid users in the market. Among all prepaid users, 29 percent now have a smartphone.

The survey also looks at how Dutch consumers acquired their handsets. Separate handsets are mainly sold in shops (65%), whereas separate SIM cards and packages including both a handset and a SIM card are sold more online (around 40%). The majority got their handset in a package, while three in ten bought a new handset themselves.

Why people buy a certain handset is for many based on the price of the handset and the name/image of the handset brand. However, price is getting less important, as the importance of a touchscreen, the operating system and whether the handset has Wi-Fi are growing.

We see that postpaid users are sending less and less SMS and that instant messaging and social media are used more. In Q3 2012, Dutch users sent on average 35 SMS per month.

The report Dutch Mobile Consumer Q3 2012 – Handset Edition gives detailed information on the demographics of consumers, their sales channels, reasons for selecting a provider, average spending and most used services. The report is available for purchase in two different editions. This edition gives insight per handset brand: Nokia, Samsung, LG, Sony, HTC, Apple, Blackberry and other handset brands combined. The other edition, which will be published within two weeks, gives insight per mobile service provider: Hi, KPN, Telfort, Vodafone, T-Mobile, Tele2 and the other providers combined. Both reports discuss the following aspects:

  • Market shares per handset/provider (All, Postpaid, Prepaid)
  • Split per age group, gender, income and education.
  • Split per Postpaid/Prepaid, Packages/Sim Only, Smartphone/Normal phone (All, Postpaid, Prepaid)
  • Sales channels (Handset, SIMs, packages)
  • Which kind of ‘physical’ shop is used to buy the mobile connection. (Handset, SIMs, packages)
  • Which kind of ‘online’ shop is used to buy the mobile connection. (Handset, SIMs, packages )
  • New purchase or renewal, how is handset acquired
  • What is the average spend per consumer (All, Postpaid, Prepaid), and who pays the monthly fees, call charges, etc.
  • What are the top seven reasons for the consumer when selecting his current mobile provider (All, Postpaid, Prepaid)
  • What are the top seven reasons for the consumer when selecting a handset brand (All, Postpaid, Prepaid)
  • Private vs. business usage mobile phone
  • What are the most-used services (All, Postpaid, Prepaid), and how many SMS are sent per month
  • Churn provider and NPS provider

The Dutch Mobile Consumer Report is based on the responses of more than 21,000 respondents from the Telecompaper Consumer Panel during the period July – September 2012. The report also includes data from the two previous quarters. Results are CBS stratified for gender, age (12-80) and education. The previous edition of this report was based on the ages 15 to 65 and education was not used for the stratification.

Telecompaper
Telecompaper is an independent research company. We publish the latest information about the global telecom industry and provide our international customers with need-to-know information and market insight via news feeds, newsletters, research and advisory services. Telecompaper has its main office in Houten (Netherlands). The company was established in June 2000. DMC21201 ’Dutch Mobile Consumer Q3 2012 – handset edition’ is a research product from Telecompaper. Price is EUR 5,900.

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