Global Mobile Consumer Survey 2013
Tablets, tablets, tablets
Deloitte's third Global Mobile Consumer Survey (GMCS) provides a unique insight into the mobile consumer behaviour of 37,600 respondents across 20 countries, including 2,000 Belgian consumers. The survey reveals that ownership of tablets has almost tripled compared to last year. The penetration rate reached 30% in 2013 compared to 12% in 2012. Belgian consumers remain very loyal to Wi-Fi, but interest in 4G is expected to rise and the appetite for all-you-can-eat tariffs for their preferred applications or services is high.
With an astonishing 300% increase compared to last year, the 55+ age group saw the biggest rise in tablet ownership and the device is expected to continue its bull run – tablets are the number one planned mobile device purchase in the next
12 months. One fifth of Belgian consumers (22%) plan to buy a tablet in the coming year, suggesting tablet penetration should rise up to 50% in 2014.
There are significant differences in where and how people use the tablets and for how long - all of which have great implications for app developers, marketers, tablet makers, etc. Tablets are more than personal smartphones, tablets are shared devices. One in five tablet users share their device with family members.
Tablet users primarily use communication channels such as video calls and instant messages. Content consumption activities such as video watching, reading news and listening to music are also more frequent on tablets. Remarkably, browsing retailer websites has become the 4th most common activity. This trend could explain the rise of the Belgian e-commerce: for the first time, more than half (57%) of the Belgian population (or 75% of the online population) has bought at least 1 new product/service via the internet for personal purposes.