1. Social & Mobile

2. Erik Luijts
Client Service Manager at TNS Belgium
My favourite song: Johnny Cash

3. Mobile Life 2012
Where is Belgium in
the Mobile Landscape?
erik.luijts@tnsglobal.com
©TNS 2012

4. Mobile Life draws on the behaviours,
motivations and priorities of 48,000 people in
58 countries, to develop recommendations on
activating a business and marketing
strategy via mobile
©TNS 2012

5. Representative across 16-60 yr olds
Both mobile phone owners and non-owners
COUNTRY SAMPLE METHODOLOGY COUNTRY SAMPLE METHODOLOGY
Argentina 500 50% online | 50% Web CLT Mexico 998 50% online | 50% Web CLT
Australia 999 Online Netherlands 501 Online
Belgium 801 Online New Zealand 508 Online
Brazil 1595 50% online | 50% Web CLT Nigeria 1601 F2F
Cameroon 615 F2F Norway 517 Online
Canada 998 Online Pakistan 506 F2F
Chile 486 50% online | 50% Web CLT Philippines 500 F2F
China 3499 F2F Poland 502 F2F CAPI
Columbia 501 50% online | 50% Web CLT Portugal 502 F2F CAPI
Cote D’Ivoire 501 F2F Romania 500 F2F Web CLT
Czech Republic 501 Online Russia 1001 F2F Web CLT
Denmark 502 Online Saudi Arabia 500 F2F
Egypt 1063 F2F Senegal 534 F2F
Finland 500 Online Singapore 500 Online
France 1031 Online Slovakia 499 Online
Germany 1002 Online South Africa 1020 F2F
Ghana 526 F2F Spain 506 Online
Greece 503 F2F CAPI Sweden 532 Online
Hong Kong 499 Online Switzerland 501 Online
Hungary 511 F2F CAPI Taiwan 511 Online
India 5466 F2F Tanzania 502 F2F
Indonesia 1498 F2F Thailand 1000 F2F
Ireland 526 Online Turkey 999 F2F CAPI
Israel 503 Online UAE 500 F2F PAPI
Italy 1000 Online Uganda 500 F2F
Japan 498 Online UK 499 Online
Kenya 709 F2F Ukraine 507 F2F Web CLT
Korea 501 Online USA 1506 Online
Malaysia 502 Online Vietnam 499 F2F
Local Report 2012 - Belgium
©TNS 2012 5

6. Belgium is lagging
behind in the global
mobile landscape, but
is catching up at a
rapid pace… so make
sure you don’t miss
this train!
©TNS 2012 6

7. 1
Tablets and
Smartphones will
continue to grow
strongly and give
steroid power to
the way media are
consumed
©TNS 2012 7

8. The incidence of tablets and smartphones was still average early 2012
Device ownership
99 58 78 30 14 10
98 58 56 30 13 7
92 46 36 28 7 5
Mobile Desktop Laptop Smartphone Netbook Tablet
Belgium Europe Global
B1. Device ownership
Base: All respondents – Belgium 801 | Europe 14443 | Global 47577
Local Report 2012 - Belgium
©TNS 2012 8

9. Tablets, Smartphones and Laptops have the
highest growth potential in Belgium
25
Tablet Smart
phone
% Likely to
20
Laptop
15
buy
Video Camera HDTV GPS
10 Digital camera
E-reader Netbook
Game Desktop DVD
5
console player
Portable game MP3
0 device player
0 10 20 30 40 50 60 70 80 90 100
% Current device ownership
A1a. Mobile ownership | A2a. Time until next purchase | B1. Device ownership | B2. Device likely to buy (within next 6 months)
Base: All respondents – Belgium 801 = Global benchmark
Local Report 2012 - Belgium
©TNS 2012 9

10. Tablets and Smartphones are #1
on the wishlist of Belgians
35 36 33 32 37 39 31
37 38 42
10 21 26
4 16 24 26 22 23
8 5 6 32 22
5 4 4 4 7 3 4
6 4 5 4 6
21 7 5
19 14 13 2
13 10 17 7 11 15
15
21 17 17 19 15 20 20 17 17
6
Global Europe Belgium Male Female 16-30 31-50 51-60 Flemish French
Smartphone
B3. Device most likely to buy
Laptop Desktop Netbook Tablet Others
Base: All respondents – Belgium 545
Local Report 2012 - Belgium
©TNS 2012 10

11. Tablet desire is driven by its highly perceived utility as easy
‘on the go’ internet device
Reasons for tablet desire
Global Europe Belgium
To surf the internet 32 33 28
29 29 37
To assist in my work life 17 15 9
12 5 4
Access the latest… 12 6 3
10 14 14
For email and messaging… 9 11 13
9 9 7
To help manage my life… 8 6 6
8 12 21
To use social networking… 8 8 4
7 8 13
To keep up to date 7 6 3
6 6 2
For gaming 5 5 7
5 3 2
Because everyone wants… 3 3 3
3 2 3
Looking to upgrade… 2 3 2
B5b. Reasons for purchasing a tablet next
Base: Tablet intenders (next 6 months) – Global 5835 | Europe 2052 | Belgium 196
Local Report 2012 - Belgium
©TNS 2012 11

12. Tablets will not cannibalize smartphones & laptops
Reasons for buying a Tablet
%
Belgium… 8 83 7
Male 4 89 6
Female 14 76 7
16-30 10 82 4
31-50 8 83 8
51-60 7 84 7
Flemish 9 83 7
French 8 83 6
To replace a PC
B9. Reason for buying a Tablet
Base: Tablet intenders – Belgium 196 | Male 108 | Female 88 | 16-30 50 | 31-50 100 | 51-60 46 | Flemish 69 | French 127
Local Report 2012 - Belgium
©TNS 2012 12

13. Local Report 2012 - Belgium
©TNS 2012 13

14. Apple iPad dominates the tablet market worldwide
Global N America Europe Dev Asia China Emerg Asia Belgium
Apple 55 60 53 62 58 53 48
Samsung 19 12 18 24 14 25 21
HP 5 6 5 3 5 15 4
Motorola 4 3 3 3 2 2 1
BlackBe… 3 4 4 4 0 0 4
Sony 3 4 3 3 4 4 1
Kindle 3 2 2 2 0 0 0
B6. Brand of tablet owned
Base: Tablet owners – Global 2982 | N America 318 | Europe 1099 | Dev Asia 806 | India 13 | China 204 | Emerg Asia 63 | Lat Am 314 | MENA 106 | SSA 59
Global Report 2012
©TNS 2012 14

15. Metcalfe’s law is applicable to the Apple iPad, just as it
was for Facebook
Local Report 2012 - Belgium
©TNS 2012 15

16. OS ownership ≠ OS usage
Web visit tracking mobile devices
1
11
25
72
%
Source: Semetis http://howwebrowse.be/nl
©TNS 2012 16

17. Entertainment features such as accessing internet, emails and listening to music
are key activities carried out on a tablet by consumers in Belgium
Activities carried out on tablets
Current
ownership
1
9
0
0 41 20 18 61 14 32 25 14 58 7 15 35
Watch Instant Edit Standal
Listen Orga- Surf To take social To take
Work TV / Messagi Email docu- one
music nising internet photos games videos
video ng ments games
5
9
5
39 31 29 48 25 32 23 19 50 18 23 33
Belgium Global
B1. Tablet ownership | B10. Tablet usage
Base: Tablet owners – Global 2982 | Belgium 77
Local Report 2012 - Belgium
©TNS 2012 17

18. The highly perceived pricing of 3G makes Belgium lag behind
in terms of 3G connectivity
Tablet connectivity (%)
83
75 78
27 28
23
%
GERMANY: 42%
Global Europe Belgium
B11. Tablet internet connection
Base: Tablet owners – Belgium 77 | Global 2982 | Developed 2263 | Europe 1099
Local Report 2012 - Belgium
©TNS 2012 18

19. Smartphone ownership in Belgium is in line with
other European countries. Sales is mainly driven
by males and younger consumers
Smartphone ownership
45
%
39
31 31 33
30 29 28
23
13
Global Europe Belgium Male Female 16-30 31-50 51-60 Flemish French
B1. Device ownership (smartphone)
Base: Mobile users – Global 44220 | Developed 18950 | Europe 14183 | Belgium 792 | Male 391 | Female 401 | 16-30 229 | 31-50 379 | 51-60 193 | Flemish 433 | French 368
Local Report 2012 - Belgium
©TNS 2012 19

20. Less than half of Belgian consumers have access to mobile
internet
Phone level
100%
93 77 78 73 75 78 82 81 56 66 60 57 74 64 77 68 63 71 59 71 61 68 32 59 56 50 58 48 52 47 54 49 43 36 30 45 40 45 47 43 48 38 43 44 39 31 36 33 32 34 30 28 27 28 25 16 13 13
FR NL DE UK
90% 5
80% 11 13
70% 9 11
60% 13 14 14
15 16 17 13
50% 8 13 7 17 11 9 15 22
13
14 19 26 31 16 20
40% 19 15 20 12
21 12
30% 44 16 17
20 7 17 10
8 18 5 14 18 9
20% 31 20 26 28
16 12 8 8
10% 16 13 18
5 6 9 9 10 10 10 11 13 14 14 15 17 18 18 18 19 20 21 22 22 22 25 25 27 30 31 33 33 33 34 37 38 38 39 39 41 41 45 45 45 45 46 47 47 47 49 51 51 53 56 58 59 63 64 73 74 82
3
0%
Switzerland
Uganda
Ukraine
Singapore
Kenya
Indonesia
Japan
Argentina
Denmark
Spain
Pakistan
Portugal
India
Russia
Cameroon
Vietnam
Hungary
Belgium
Columbia
Chile
Philippines
China
Israel
Canada
UK
USA
Norway
UAE
Netherlands
Smartphone Advanced feature phone Basic feature phone
Level of phone ownership
Local Report 2012 - Belgium
©TNS 2012 20

21. The desire to upgrade the current phone drives purchase
intent for smartphones
Reasons for smartphone desire
Global Europe Belgium
To surf the internet 36 38 32
30 32 41
To use whenever / wherever I am 22 22 25
19 13 6
For email and messaging services 15 24 33
15 6 2
To assist in my work life 15 16 11
13 11 8
To help manage my life better 12 11 17
11 5 1
To use social networking sites 11 11 9
11 18 13
To use different applications 11 17 12
10 8 6
To keep up to date 10 8 5
9 10 17
Because it is/ will be easy to use 7 9 13
5 5 4
For gaming 4 4 3
B5a. Reasons for purchasing a smartphone next
Base: Smartphone intenders (next 6 months) – Global 8228 | Europe 2135 | Belgium 156
Local Report 2012 - Belgium
©TNS 2012 21

22. Local Report 2012 - Belgium
©TNS 2012 22

23. Consumers in Belgium are willing to pay more for their next
device, but willingness to spend is much lower than the
iPhone price
Price of handsets owned and desired (in USD)
2.8
285 278
269
245 243 242
227 273
250 201 194
229
210
182 190 191
168 158
Price willing to pay for next phone - $USD Price paid for phone $USD
C5. Price paid for phone (USD) | C14. Amount likely to pay for next phone (USD)
Base: Mobile users – Global 44220 | Developed 18950 | Europe 14183 | Belgium792 | Male 391 | Female 401 | 16-30 226 | 31-50 378 | 51-60 189 | Flemish 425 | French 368
Local Report 2012 - Belgium
©TNS 2012 23

24. Apple iPhone still has a low incidence level but has the
highest commitment to its brand
% users % users committed to the brand
% %
Nokia 41 Nokia 69
Samsung 31 Samsung 62
Sony… 8 Sony… 56
Apple 6 Apple 83
LG 4 LG 40
Blackberry 2 Blackberry N/A
HTC 2 HTC N/A
C4. Main handset brand used | CM - Brand Commitment - Handset brands
Base: Mobile users – Belgium 792
Local Report 2012 - Belgium
©TNS 2012 24

25. The touchscreen form factor will grow at the expense of candy bar
form factor. Belgium is already well ahead on this trend.
Current form factor Intended next form factor
4
2 6 7 % 9
% 3 3 11 11
17 3 3 2
26 27
9 24 33
1
2
8 6
1 6 32
2 2
2
10 7
12 2
3 3 6
6 1
2 2
43 6 3
34 26 8
20 18 11
9 8 11 5 5 8
Global Europe Belgium Global Europe Belgium
Clam or flip phone Candy Bar or Straight phone
Slider phone Side slider phone
C20. Form factor owned | C20a. Form factor likely to be purchased next
Base: Mobile users – Global 44220 | Europe 14183 | Belgium 792
Local Report 2012 - Belgium
©TNS 2012 25

26. 2
Mobile will revolutionize
the
Path to Purchase
©TNS 2012 26

27. The shopper’s journey used to be fairly straightforward
Local Report 2012 - Belgium
©TNS 2012 27

28. Now, mobile is changing the path to purchase, giving consumers greater
power and revolutionizing the in-store experience
Local Report 2012 - Belgium
©TNS 2012 28

29. Current mobile use in path to purchase by Belgian
consumers is almost half that of other Euro markets
Current mobile use in path to purchase
6
7
87
13
10 11
In the past 3 months,
9
7% 7
5
7
of Belgian mobile users have
used their mobile to purchase, or 3
to help research something that
they bought
Use
Don't use
F2. Usage of mobile for purchase or research
Base: All respondents – Global 47577 | Europe 14443 | Belgium 801 | Male 398 | Female 403 | 16-30 226| 31-50 378 | 51-60 188 | Flemish 425 | French 367
Local Report 2012 - Belgium
©TNS 2012
29

30. As Belgian consumers gain mobile internet access, their
engagement with retail activities will increases
Mobile internet access Vs. mobile path to purchase use
50
45
40
35
30
25
20
15
10
5
0
South…
CoteD’I…
Netherl…
Singap…
New…
Indone…
Denmark
Pakistan
Tanzania
Greece
Canada
Slovakia
Spain
Sweden
India
USA
Australia
Malaysia
Thailand
Egypt
China
Portugal
Ukraine
Taiwan
UK
Ghana
Belgium
Nigeria
Chile
Incidence of mobile internet access
F2. Usage of mobile for purchase or research | D1. Ability to browse mobile internet
Local Report 2012 - Belgium
©TNS 2012 30

31. These global figures show the categories that will be mostly influenced
by the smartphone growth in the coming years
Categories which are purchased or researched via mobile in the path to purchase
Mobiles Skin care products 8%
Clothes & shoes 14% Computer peripherals 8%
29% Holiday/travel Software 8%
13%
Computer components 8%
Music Movies 11% White goods/ home appliances 8%
16% PC / Laptop / Tablet Camera (still and video) 6%
10%
Cosmetics Gadgets 6%
Food 9%
14% Internet or Phone Services 6%
F4. Categories purchased/researched via mobile most often
Base: Mobile users who have used mobile for purchase/research – Global 4784
Global Report 2012
©TNS 2012 31

32. Goodzer is a local product finder app saving shoppers time
and money
Goodzer app
Personal shopping assistant shows shoppers all
the stores nearby that carry the item with price,
availability and directions to store
Search results can be filtered by price,
location and store name
Shoppers can order the item from their
mobile
Focus Report – Mobile in the path to purchase
©TNS 2012 32

33. Price comparison is and will remain the major motivation for
involvement in mobile retail activities among Belgian consumers
Mobile activities engaged in path to purchase
Compare prices 44 27
31 8
Online research in store 28 9
21 7
Buy products from group buying sites 17 6
14 9
Check what others are saying via social networking 12 5
10 17
Scan QR codes to receive more product information 10 13
9 7
Scan barcode to receive more product information 8 18
7 5
Scan a QR code to pay for the product 7 10
6 12
Scan a barcode to pay for the product 5 15
F3. Current mobile purchase/research usage
Currently using Interested in using
Base: Those who have used mobile for purchase/research: – Belgium 56
Local Report 2012 - Belgium
©TNS 2012 33

34. Amazon price checker encourages consumers to visit bricks and
mortar stores to try products before finding them cheaper on Amazon
and buying on their mobile
Amazon Price Check
Consumers scan the barcode, take a
photo or use voice to find the Amazon
price for a product they find in-store
Amazon encourages shoppers to share
prices they find to make sure Amazon
can’t be beaten on price
Focus Report – Mobile in the path to purchase
©TNS 2012 34

35. Belgian consumers still use their mobiles less than average
for pre-sales research & for mobile payments
Mobile in path to purchase activity timeline To redeem
mobile
Scan the barcode
to receive more information on the coupons
Scan a barcode to pay
product 8 1 for the product
Scan QR codes
to receive more information on the Scan a QR code to pay
product 10 1 for the product
Pay for a product by
31 21 12 9 7 28 44 14 10 1 touching phone against
a sensor
Online
Read
research
Online independent
Receive a special deal by while in the
research product reviews Take notes
interacting with an advert store
while at of product
home Check what Receive updates details in
others are saying from nearby store
on Facebook & shops / places of To compare
blogs interest prices
In-store activity
F2. Usage of mobile for purchase or research
Base: Mobile users – Belgium 56
Local Report 2012 - Belgium
©TNS 2012 35

36. Mobile banking is set to grow tremendously in Belgium
M-commerce opportunity
Intended banking in Belgium
Current banking in Belgium
51 42
20 20
72 23
77 5
8 8
Do not / would Via A bank Via mobile Online via
not use a bank telephone branch phone PC
E3. Current banking channel usage | E3a. Future banking channel usage
Base: All respondents – Belgium 801
Local Report 2012 - Belgium
©TNS 2012 36

37. THANK YOU!
erik.luijts@tnsglobal.com
©TNS 2012 37