1. Results
GSM : Global Survey Mobile - Barometer
1st wave November 2010 and 2nd wave January 2011

2. Introduction

3. Study Objective
The barometers are designed to provide a quick overview of the mobile landscape in Belgium. This
covers mainly smartphones and digital tablets.
The data studied covers: penetration, purchase intent, purchase intent for the New Year period and the
frequency of use during the day.

4. Methodology

5. Methodology summary
Contractor : • ANT Research
Fieldwork : • 24th January 2011 – 1th February 2011
Reference Universe : • 12+ living in Belgium : 9.303.254 individuals (Orgassim)
• Size : 1.072 individuals first wave and 1.067 individuals for second wave
Sample : • Method: at random based on Internetpanel (Antresearch)
• Online survey
Data Collection : • Average duration of the interview: 2'
• Socio-demographic variables
• Smartphone and Digital Tablet penetration
Data Collected : • Purchase intention (smartphone and digital tab)
• Frequency of use

6. Results

7. Device penetration
Parmi les appareils de télécommunications suivants, lesquels possédez-vous et lesquels envisagez-vous d’acquérir dans les
prochains mois ? n:1072 (wave 1)
n:1067 (wave 2)
Among the following telecommunication devices, which do you own and which will you acquire in the coming months? (part 1/2)
100,00%
94,60%
91,60%
90,00%
80,00%
70,00%
60,00%
Wave 1
50,00%
Wave 2
40,00%
30,00%
19%
20,00%
12,60% 10,90% 11,70%
10,00%
2,40% 2,90%
0,00%
GSM Smartphone Digital tablet Netbook

8. Smartphone users - Profile
Based on smartphone users / n:202
30,9%
23,3% 23,9%
22,2%
20,3%
19,0% Average
16,5%
14,9% 14,3%
8,8%
Total Men Women FR NL 18-34 35-54 55+ SG 1-4 SG 5-8
smartphone

9. Digital tablet users - Profile
Based on digital tablet users / n:31
4,1% 4,1%
3,3%
3,0% 3,1%
2,9% Average
2,8%
2,6%
1,6% 1,7%
Total Digital Men Women FR NL 18-34 35-54 55+ SG 1-4 SG 5-8
tablet

10. Purchase intent
Parmi les appareils de télécommunications suivants, lesquels possédez-vous et lesquels envisagez-vous d’acquérir dans les
prochains mois ? n:1072 (wave 1)
n:1067 (wave 2)
Among the following telecommunication devices, which do you own and which will you acquire in the coming months? (part 2/2)
14,00%
12,00% 11,50%
10,50%
9,90%
10,00%
8,00%
7,30% 7,10%
Wave 1
6,20%
6,00% Wave 2
4,00%
2,00%
0,60% 0,90%
0,00%
GSM Smartphone Digital tablet Netbook

11. Usage frequency
Based on digital tablet users / n:31
Et à quelle fréquence utilisez-vous les appareils de télécommunications que vous possédez ? Based on smartphone users / n:202
Based on cell phone users / n:979
And how often do you use the telecommunications devices that you own?
All Audience
Smartphone Digital tablet GSM
89%
68% 68%
15%
11% 12% 11%
6% 6% 6%
2% 2% 3% 0%
0%

12. Usage frequency – Focus Each day
Based on digital tablet users all days / n:31
Et à quelle fréquence utilisez-vous les appareils de télécommunications que vous possédez ? Based on smartphone users all days n:202
Based on cell phone users all days n:979
And how often do you use the telecommunications devices that you own?
Smartphone Digital tablet GSM Each day Audience
Language Gender Age Social Group
91% 91% 92% 92%
89% 91%
88% 88%
84% 86%
78%80% 79%
74% 75%
73% 71% 73% 72%
65% 66%
64% 63%
61%
56%
52%
48%

13. Brand penetration of smartphone
Quelle est la marque du Smartphone que vous utilisez le plus souvent ? Based on Smartphones user / n:202
What brand of smartphone do you use most often?
(Only one answer possible)
Nokia 21%
31%
Samsung 22%
27%
Iphone 19%
17%
HTC 20%
12%
Blackberry 8%
10%
Sony-Ericson 5%
2%
Autre 5% February 2011
1%
December 2010
LG 1%
1%

14. Depuis quand utilisez-vous un smartphone ?
Since when do you use a smartphone?
22,80%
21,50% 21%
17,60% 17,10%
<3 months 3-6 months 6-12 months 1 year-2 years more than 2 years

15. Use of various services on smartphone
A quelle fréquence utilisez-vous les différents services suivants sur votre smartphone ? Based on smartphone users / n:202
How often do you use the following different services on your smartphone?
Each day Four to five times per week Once or twice a week Less than once a week Never
using digital agenda 42% 15% 12% 11% 20%
Mobile banking 1% 2% 6%
4% 88%
Using functional tools (calculator, ..) 11% 20% 29% 28% 12%
Listening to music 10% 7% 23% 27% 34%
Watching video 3% 5% 9% 17% 66%
Playing electronic games 5% 7% 20% 20% 48%
Consult services (weather, schedules ...) 10% 11% 21% 27% 31%
Use a geolocation tool 1% 6% 16% 75%
Using GPS as routeplanner 2%5% 13% 40% 41%
Connect to a social network 17% 12% 14% 19% 39%
To chat 2% 7%
1% 16% 74%
Send / receive emails 31% 10% 13% 19% 27%
Send / receive SMS / MMS 68% 14% 10% 6% 2%
Surf on Internet 28% 13% 18% 28% 13%

16. Use of various services on digital tablet
A quelle fréquence utilisez-vous les différents services suivants sur votre tablette numérique ? Based on digital tablet users / n:31
How often do you use the following different services on your digital tablet?
Each day Four to five times per week Once or twice a week Less than once a week Never
Using digital agenda 20% 13% 6% 13% 48%
Mobile banking 2% 5% 18% 20% 54%
Using functional tools (calculator, ..) 0% 14% 27% 25% 35%
Listening to music 14% 11% 16% 24% 35%
Watching video 17% 10% 19% 25% 29%
Playing electronic games 24% 7% 20% 16% 32%
Consult services (weather, schedules ...) 24% 8% 36% 19% 13%
Use a geolocation tool 4% 11% 10% 69%
Using GPS as routeplanner 7% 3% 9% 14% 67%
Connect to a social network 31% 17% 10% 11% 32%
To chat 12% 16% 3% 11% 58%
Send / receive emails 52% 10% 16% 8% 13%
Send / receive SMS / MMS 12% 11% 3% 5% 69%
Surf on Internet 63% 11% 10% 6% 11%

17. Insights

18. Insight - Smartphone
At present, 19% of all Belgians own a smartphone. 12.6% for the previous survey (+7,4%)
Purchase intent increases: 9.9% Vs 11.5%
The smartphone user profile: male, 18-34 and social group 1-4
89% use their smartphone every day (86% Vs last survey). This is more than classical cell phone usage
(66% every day).
The main use of smartphones is :
send and receive sms, mms (68%)
Digital agenda (42%)
send-receive emails and surf on the Internet, however, are well positioned (31% ans 28%)
Connecte to a social network (17%)

19. Insight – Digital Tablet
Remark n31= regarding digital tablet
At present, 2.9% owns a digital tablet in Belgium. (vs 2.4% for the first wave)
68% use their digital tablet every day.
Increasing of purchase intent 7.3% Vs 10.5%
The main use of digital tablet on daily basis is classic:
Surf on Internet (63%)
Send and reveive emails (52%)
Connect to a social network (31%)