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 35 percent of mobile users in Q1 2012, according to research by Telecompaper. The report ‘Dutch Mobile Consumer’ shows Samsung’s market share increased from 30 percent six months ago, when it first took the top position from Nokia. The latter has dropped to 25 percent of Dutch mobile users, from 28 percent a half year ago. Nokia also lost market share to Apple, which increased its market share to 10 percent in Q1 2012. These results are based on the Telecompaper Consumer Panel, a continuing online survey. In January to March 2012, 17,000 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.

Of the brands that sell both normal phones and smartphones, Samsung showed the biggest increase in smartphone users: 56 percent of its customers had a smartphone in Q1 2012, versus just 26 percent of Nokia users. Samsung’s smartphone penetration is the same as the overall Dutch market, with 56 percent of consumers saying they had a smartphone in Q1. Among postpaid subscribers, two-thirds had a smartphone, while for prepaid users, this was only a quarter.

While consumers are using mobile data more, they are sending fewer SMS. The Dutch consumer sent an average 44 SMS per month in Q1, and this number is dropping, especially among those with an Apple or HTC handset. However, SMS still remains the most popular feature of a mobile phone after calling, used by 88 percent of consumers.

The report Dutch Mobile Consumer 2012 Q1 – 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, 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)
  • 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)
  • New purchase or renewal (All)
  • What is the average spend per consumer (All, Postpaid, Prepaid), and who pays the monthly fees, call charges, etc (All, Postpaid, Prepaid)
  • 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 17,000 respondents from the Telecompaper Consumer Panel during the period January – March 2012. The report also includes data from the two previous quarters. Results are CBS stratified for gender and age (15-64).

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