For postpaid subscribers, internet was already the most important sales channel; half of postpaid lines are sold online, and an even larger share of postpaid SIM–only connections are sold via internet. For both online sales and sales at physical shops, consumers prefer the operators’ own outlets to buy their mobile connections. Especially Hi and KPN generate a large portion of their online sales via their own web shops, while T-Mobile and Vodafone generate a larger share via specialized e-shops like GSM.nl or Telecom.nu.

Most Dutch consumers said they spent less on mobile telephony services in the first quarter of 2011 compared to the third quarter of 2010. Monthly costs are the most important reason why Dutch consumers choose a specific provider, especially for postpaid users. For prepaid users the price of the handset and promotional offers most often determine their choice of operator.

The report ‘Dutch Mobile Consumer Q1-2011’ gives detailed information on the demographics of Dutch mobile consumers, their preferred sales channels, reasons for selecting a provider, average spending, most-used services and use of additional bundles alongside the ongoing subscription. The report also gives insight per mobile service provider (Hi, KPN, Telfort, Vodafone, T-Mobile, Tele2 and Others).
Other interesting results from the survey include:

• Hi has the youngest customer base and Tele2 the oldest.
• KPN has the most wealthy customers, and Tele2 the fewest wealthy customers.
• 7% of all prepaid connections are gifts, while KPN has the highest share of consumers whose mobile phone came from their employer.
• Six out of ten users don’t have an additional bundle for extra services such as SMS, internet or international calls. Telfort has the most prepaid users with a SMS bundle.
• Hi customers are the most frequent SMS users. Sending a SMS is still the most-used mobile service, followed by taking photos. Postpaid users more often use the different features of a mobile phone than prepaid users and their usage of the different features is also growing.
• Nokia is still the largest handset brand for all providers (installed base).

In two weeks Telecompaper will publish the same data split by mobile handset brand: Nokia, Samsung, Sony Ericsson, LG, HTC, Motorola, Apple, Blackberry, operator-branded and Others.

The Dutch Mobile Consumer Report is based on the responses of almost 22,000 respondents from our Telecompaper Consumer Panel during the period January to March 2011. Results are CBS stratified for gender and age (15-64).  

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. DMC2111 ’Dutch Mobile Consumer Q1 2011’ is a research product from Telecompaper. Price is EUR 5,900.

Contact

Tine Niezink – Market Research
Phone: +31 30 6349600
E-mail: tine@telecompaper.com