Smartphone penetration is still growing in the Netherlands, adding nine percent points in the past year, according to the 'Dutch Smartphone User' report from Telecompaper. Among people aged 65-80, smartphone penetration passed 50 percent in the first quarter of 2015. The report also found that Apple's iPhone now accounts for 25 percent of smartphones in use in the country.
In the first quarter of 2015, 81 percent of the Dutch population over 13 owned smartphones, nine percent points more than in Q1 2014 (72%). Growth came mainly from people over 50. In the age groups 50-64 and 65-80, growth in smartphone ownership was over 10 percent points in the past year.
At the end of Q1 2015, 54 percent of people aged 65 and over owned a smartphone (40% in Q1 2014). Because of the already very high smartphone penetration among young consumers (12-30, over 95%), growth here is limited.
Apple, Samsung dominate smartphone market
Apple's market share continued to grow in the past year, reaching 25 percent of Dutch smartphone users in Q1 2015. Samsung had a 47 percent market share and remains the dominant player. The two brands together have over 70 percent of the market.
Sony, LG, Huawei and HTC follow with a combined market share of 19 percent. The remaining nine percent is divided over smaller brands such as Nokia, BlackBerry, Alcatel and Huawei sub-brand Honor.
Photos, texting most popular
The Dutch smartphone user report also found that taking photos and sending text messages are still the most popular smartphone activities. However, the popularity of activities that require an internet or data connection is on the rise. Among the most popular activities are sending and receiving e-mails, chatting and instant messaging, mobile banking and navigation. Particularly among iPhone users these activities are popular, while Nokia smartphone users are far behind in this respect.
The internet as sales channel for smartphones is showing diverging trends. According to the report by Telecompaper, almost half of all package sales (Sim card plus smartphone) and separate sales of smartphones occur online. The online sale of smartphones without a Sim is on the rise, while for package sales online is declining as a sales channel (6 percent points in the past year). For feature phones physical shops remain the most important sales channel.
The Dutch Smartphone User report is based on a survey of 12,000 consumers in the Telecompaper Consumer Panel in the period January – March 2015.
