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The smartphone takes the crown
Consumer usage patterns of the smartphone
Global Mobile Consumer Survey 2018
The Belgian cut
Global Mobile Consumer Survey 2018
The Belgian Cut
Executive summary
Themes
Highlights
About
Contacts
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Introduction

Belgians now own more smartphones than laptop computers, Deloitte Belgium reports. The company’s Third Annual Mobile Consumer Survey found 84 percent of consumers own smartphones, an increase of four percent from last year. Other key findings include: consumers use a convergence of three screens to take care of their daily online needs, and, although Belgians own more smartphones than ever, saturation is near and most will not be buying them as frequently as in the past.
Vincent Fosty
Partner
Technology, Media & Telecommunications Leader

Deloitte conducted the Global Mobile Consumer Survey in 35 countries on six continents. Two-thousand-two Belgians aged 18 to 75 participated. Deloitte’s study is the largest consumer survey of its kind.
Themes
Smartphones Take the Crown
More smartphones than laptops? Yes! While ownership of both increased, smartphones became the most owned device by Belgians in 2018.
The Convergence of Three Screens
With the smartphone, laptop and TV making part of most of the households, will these screens be competing with each other, or could they serve as complementary products?
Less Spending on Hardware
The smartphone market reaches saturation and the smartphone base is aging. Will consumers start spending more money on software?
Invisible Innovation
Manufacturers launch new smartphone models each year, yet innovations are less visible from the smartphone’s outside. Will machine learning be the biggest innovation over the coming years?
Explore the data in more detail
Chart
Device preference 2016 - 2018
Mobile phone is the preferred device for most activities, except TV viewing and online searches, shopping and purchasing
View chart
Chart
Device penetration 2018 and year-on-year growth
84%
of Belgian population own a smartphone
View chart
Chart
Frequency of usage, by device
Smartphones are the most frequently used devices followed by laptops; some smart watches, fitness bands, portable games players and VR headsets have never been used
View chart
Chart
Smartphone purchasing channel (2016-18)
The proportion of phones bought online has held steady in recent years and in-store purchase has declined
View chart
Chart
Importance of features/services provided by mobile operators
Features and services relating to costs offered by mobile phone services providers are most important to consumers; No hidden/surprise costs and the total monthly cost is “very important” to more than two-thirds
View chart
Chart
Perception of extent of smartphone usage
42%
of people think they use their phone too much, compared to 44% think their partner uses their phones too much
View chart
Chart
Shopping related activities performed on a smartphone
Among all shopping related activities, researching a product or service is the most popular
View chart
Chart
Weekly usage of data communication services
Over the last 3 years, SMS usage has remained stable; all forms of data communication have become more widespread; VoIP has experienced the highest growth in usage
View chart
Chart
Media-related activities used on a smartphone
More than 1/3 of people read the news everyday, and just under 1/5 watch short videos or live posts making these the two most popular media-related activities that people do on a smartphone, closely followed by watching videos on IM
View chart
Chart
Type of video viewed on mobile at least once a week
Video viewing watched on a weekly basis on smartphones has increased in 2018 across most formats
View chart
Chart
Frequency of accepting terms and conditions without reading them (2017 vs. 2018)
More than three in four respondents accept terms and conditions “always”, “almost always” and “sometimes” without reading them
View chart
Chart
Awareness and usage of applications featuring machine learning
Most machine learning features are only used by a minority of respondents; Predictive texting is the machine learning feature that most respondents are aware of and use
View chart
Chart
Device preference 2016 - 2018
Mobile phone is the preferred device for most activities, except TV viewing and online searches, shopping and purchasing
View chart
Chart
Device penetration 2018 and year-on-year growth
84%
of Belgian population own a smartphone
View chart
Chart
Frequency of usage, by device
Smartphones are the most frequently used devices followed by laptops; some smart watches, fitness bands, portable games players and VR headsets have never been used
View chart
Chart
Smartphone market share (2016-2018)
Apple and Samsung's market share has held y-o-y; Huawei's market share increased the most
View chart
Chart
Smartphone penetration by age group (2013-2018)
Over the last five years, smartphone ownership has substantially grown in every age category. Growth has somewhat been slower in the last two years, except for the 55+ age categories
View chart
Chart
IoT device penetration (2016-2018)
Connected-home entertainment remains the most popular consumer IoT category; connected self is static and connected-home demand remains weak.
View chart
Chart
Smartphone as a remote control for other devices
When it comes to interacting with other devices from a smartphone, music control and video casting are the most popular; Fitness monitoring and health appointments are the most common uses
View chart
Chart
Frequency of usage of voice assistants on voice assisted speakers and smartphones
Voice assistants are more frequently used on voice assisted speakers than on smartphones, but there are more people who use voice assistants on smartphones than speakers
View chart
Chart
Usage of voice assistants on smartphones and voice assisted speakers
The most common use of voice assistants on smartphones is to search for general information while on voice assisted speakers is to play music
View chart
Chart
Smartphone purchasing channel (2016-18)
The proportion of phones bought online has held steady in recent years and in-store purchase has declined
View chart
Chart
Year when current smartphone was acquired
The smartphone base is aging: every year, the % of smartphones acquired in the last 18 months has fallen. This change appears to have been accompanied by an increase in ASP
View chart
Chart
Importance of features/services provided by mobile operators
Features and services relating to costs offered by mobile phone services providers are most important to consumers; No hidden/surprise costs and the total monthly cost is “very important” to more than two-thirds
View chart
Chart
Perception of extent of smartphone usage
42%
of people think they use their phone too much, compared to 44% think their partner uses their phones too much
View chart
Chart
Effects of using smartphone too much
A constant need to check phone, increased levels of distraction while completing tasks and not sleeping at the intended time are some of the effects of using a phone too much
View chart
Chart
Payment methods used on smartphones for in-store purchases
Just under 1/5 consumers have made in-store purchases of services or products in 2018. Tap and pay solutions by bank and PayPal remain the most popular solutions
View chart
Chart
Apps/website used to purchase products/services online
54%
purchase products or services on a marketplace app marketplace app (e.g. Amazon, Bol.com)
View chart
Chart
Payment methods used when purchasing products/services online using smartphone
56%
normally use a credit/debit card to make purchases online
View chart
Chart
Shopping related activities performed on a smartphone
Among all shopping related activities, researching a product or service is the most popular
View chart
Chart
Biometric authentication usage, 2018
Among those who use biometrics on their smartphones, more than half use it to authorise payments/purchases
View chart
Chart
Methods of authentication used among 18-75 year olds (2016-18)
Usage of fingerprint recognition for authentication has increased significantly in 2018; with 1 in 3 using it
View chart
Chart
Weekly usage of data communication services
Over the last 3 years, SMS usage has remained stable; all forms of data communication have become more widespread; VoIP has experienced the highest growth in usage
View chart
Chart
Communications apps usage frequency
WhatsApp and Instagram are the apps that have seen fastest growth in daily usage with a 7% increase; Personal Email is the most frequently used app
View chart
Chart
Media-related activities used on a smartphone
More than 1/3 of people read the news everyday, and just under 1/5 watch short videos or live posts making these the two most popular media-related activities that people do on a smartphone, closely followed by watching videos on IM
View chart
Chart
Type of video viewed on mobile at least once a week
Video viewing watched on a weekly basis on smartphones has increased in 2018 across most formats
View chart
Chart
Watching short videos or live posts or stories (by age)
The younger the age group, the greater is the propensity to use a smartphone to watch short videos or live posts or stories
View chart
Chart
Access to digital media subscriptions and usage on smartphones
A quarter of respondents have access to video on demand services followed by 18% who have access to music subscriptions; among all types of subscription services, video streaming is the most widely used on smartphones
View chart
Chart
Frequency of accepting terms and conditions without reading them (2017 vs. 2018)
More than three in four respondents accept terms and conditions “always”, “almost always” and “sometimes” without reading them
View chart
Chart
Awareness of personal data being used by companies that respondents interact with online (2017 vs. 2018)
Awareness of personal data being used has remained the same as last year
View chart
Chart
Awareness of personal data shared with third parties (2017 vs. 2018)
Awareness of personal data shared with third parties has remained the same as last year
View chart
Chart
Level of concern pertaining to how companies share, use and store personal data
Three quarters of respondents state that they are concerned with sharing of personal data; 7 in 10 are concerned about usage and just over 2/3s concerned about storage.
View chart
Chart
Awareness and usage of applications featuring machine learning
Most machine learning features are only used by a minority of respondents; Predictive texting is the machine learning feature that most respondents are aware of and use
View chart
Chart
Work usage for personal smartphone users outside of normal working hours
Around 2/3 of people ever use their personal smartphone for work use outside of normal working hours. Over a quarter describe this usage as very/fairly often.
View chart
Chart
Personal smartphone usage during normal working hours
42%
of people use their phone very/fairly often for personal purposes during normal working hours
View chart
Chart
Smartphone distraction during normal working hours
75%
of workers admits that smartphone usage for personal purposes can be distracting at work. Only 5% describe this as very often.
View chart
Chart
Work related smartphone activity usage
Emails and making standard calls are the highest reported use of smartphones for work purposes. Interestingly, over 1/3 claim not to do any of these activities.
View chart
Chart
Device preference 2016 - 2018
Mobile phone is the preferred device for most activities, except TV viewing and online searches, shopping and purchasing
View chart
Chart
Device penetration 2018 and year-on-year growth
84%
of Belgian population own a smartphone
View chart
Chart
Frequency of usage, by device
Smartphones are the most frequently used devices followed by laptops; some smart watches, fitness bands, portable games players and VR headsets have never been used
View chart
Chart
Smartphone market share (2016-2018)
Apple and Samsung's market share has held y-o-y; Huawei's market share increased the most
View chart
Chart
Smartphone penetration by age group (2013-2018)
Over the last five years, smartphone ownership has substantially grown in every age category. Growth has somewhat been slower in the last two years, except for the 55+ age categories
View chart
Chart
IoT device penetration (2016-2018)
Connected-home entertainment remains the most popular consumer IoT category; connected self is static and connected-home demand remains weak.
View chart
Chart
Smartphone as a remote control for other devices
When it comes to interacting with other devices from a smartphone, music control and video casting are the most popular; Fitness monitoring and health appointments are the most common uses
View chart
Chart
Smartphone purchasing channel (2016-18)
The proportion of phones bought online has held steady in recent years and in-store purchase has declined
View chart
Chart
Year when current smartphone was acquired
The smartphone base is aging: every year, the % of smartphones acquired in the last 18 months has fallen. This change appears to have been accompanied by an increase in ASP
View chart
Chart
Frequency of usage of voice assistants on voice assisted speakers and smartphones
Voice assistants are more frequently used on voice assisted speakers than on smartphones, but there are more people who use voice assistants on smartphones than speakers
View chart
Chart
Usage of voice assistants on smartphones and voice assisted speakers
The most common use of voice assistants on smartphones is to search for general information while on voice assisted speakers is to play music
View chart
Chart
Importance of features/services provided by mobile operators
Features and services relating to costs offered by mobile phone services providers are most important to consumers; No hidden/surprise costs and the total monthly cost is “very important” to more than two-thirds
View chart
Chart
Perception of extent of smartphone usage
42%
of people think they use their phone too much, compared to 44% think their partner uses their phones too much
View chart
Chart
Effects of using smartphone too much
A constant need to check phone, increased levels of distraction while completing tasks and not sleeping at the intended time are some of the effects of using a phone too much
View chart
Chart
Payment methods used on smartphones for in-store purchases
Just under 1/5 consumers have made in-store purchases of services or products in 2018. Tap and pay solutions by bank and PayPal remain the most popular solutions
View chart
Chart
Apps/website used to purchase products/services online
54%
purchase products or services on a marketplace app marketplace app (e.g. Amazon, Bol.com)
View chart
Chart
Payment methods used when purchasing products/services online using smartphone
56%
normally use a credit/debit card to make purchases online
View chart
Chart
Shopping related activities performed on a smartphone
Among all shopping related activities, researching a product or service is the most popular
View chart
Chart
Biometric authentication usage, 2018
Among those who use biometrics on their smartphones, more than half use it to authorise payments/purchases
View chart
Chart
Methods of authentication used among 18-75 year olds (2016-18)
Usage of fingerprint recognition for authentication has increased significantly in 2018; with 1 in 3 using it
View chart
Chart
Weekly usage of data communication services
Over the last 3 years, SMS usage has remained stable; all forms of data communication have become more widespread; VoIP has experienced the highest growth in usage
View chart
Chart
Communications apps usage frequency
WhatsApp and Instagram are the apps that have seen fastest growth in daily usage with a 7% increase; Personal Email is the most frequently used app
View chart
Chart
Media-related activities used on a smartphone
More than 1/3 of people read the news everyday, and just under 1/5 watch short videos or live posts making these the two most popular media-related activities that people do on a smartphone, closely followed by watching videos on IM
View chart
Chart
Type of video viewed on mobile at least once a week
Video viewing watched on a weekly basis on smartphones has increased in 2018 across most formats
View chart
Chart
Watching short videos or live posts or stories (by age)
The younger the age group, the greater is the propensity to use a smartphone to watch short videos or live posts or stories
View chart
Chart
Access to digital media subscriptions and usage on smartphones
A quarter of respondents have access to video on demand services followed by 18% who have access to music subscriptions; among all types of subscription services, video streaming is the most widely used on smartphones
View chart
Chart
Frequency of accepting terms and conditions without reading them (2017 vs. 2018)
More than three in four respondents accept terms and conditions “always”, “almost always” and “sometimes” without reading them
View chart
Chart
Awareness of personal data being used by companies that respondents interact with online (2017 vs. 2018)
Awareness of personal data being used has remained the same as last year
View chart
Chart
Awareness of personal data shared with third parties (2017 vs. 2018)
Awareness of personal data shared with third parties has remained the same as last year
View chart
Chart
Level of concern pertaining to how companies share, use and store personal data
Three quarters of respondents state that they are concerned with sharing of personal data; 7 in 10 are concerned about usage and just over 2/3s concerned about storage.
View chart
Chart
Awareness and usage of applications featuring machine learning
Most machine learning features are only used by a minority of respondents; Predictive texting is the machine learning feature that most respondents are aware of and use
View chart
Chart
Work usage for personal smartphone users outside of normal working hours
Around 2/3 of people ever use their personal smartphone for work use outside of normal working hours. Over a quarter describe this usage as very/fairly often.
View chart
Chart
Personal smartphone usage during normal working hours
42%
of people use their phone very/fairly often for personal purposes during normal working hours
View chart
Chart
Smartphone distraction during normal working hours
75%
of workers admits that smartphone usage for personal purposes can be distracting at work. Only 5% describe this as very often.
View chart
Chart
Work related smartphone activity usage
Emails and making standard calls are the highest reported use of smartphones for work purposes. Interestingly, over 1/3 claim not to do any of these activities.
View chart
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About the research

The Belgian cut is part of Deloitte’s Global Mobile Consumer Survey, a multi-country study of mobile phone users around the world. The 2018 study comprises approximately 53,000 respondents across 33 countries and six continents.

Data cited in this report are based on a nationally representative sample of 2,002 Belgian consumers aged 18-75. The sample follows a country specific quota on age, gender, region and socio-economic status. Fieldwork took place during July 2018 and was carried out online by Ipsos MORI, an independent research firm, based on a question set provided by Deloitte.

This brief report provides a snapshot of some of the insights that the survey has revealed. Additional analyses such as reasons for joining/leaving mobile operators, the smartphone at work, attitudes towards refurbished phones are available upon request.


Contacts
Vincent Fosty
Telecommunications Lead, Deloitte North-West Europe Technology, Media & Telecommunications Lead, Deloitte Belgium
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Introduction
Themes
Data
About
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© 2018. See Terms of Use for more information. Deloitte Belgium is an affiliate of Deloitte NWE LLP, a member firm of Deloitte Touche Tohmatsu Limited, a UK private company limited by guarantee (“DTTL”). DTTL and each of its member firms are legally separate and independent entities. DTTL and Deloitte NWE LLP do not provide services to clients. Please see About Deloitte for a more detailed description of DTTL and its member firms.

Theme
Smartphones Take the Crown

Consumers reach for smartphones more than laptops for banking, reading and a host of other activities. Before this year, laptops were still the most popular connected devices.

“Smartphones have taken the crown,” says Vincent Fosty, Deloitte Technology, Media and Telecommunications Industry Leader. “For the first time in 2018, smartphone ownership surpassed that of laptops.”


Smartphone and laptop adoption continues to rise while the adoption for all other portable devices remains static or declines
Device penetration 2018 and year-on-year growth
Q. Which, if any, of the following devices do you own or have ready access to?

Today, 84 percent of Belgians own a smartphone, up four percent from last year. Eighty-two percent own laptop computers, up one percent from 2017.

Device preference 2016 - 2018
Q. Which, if any, is your preferred device for each of the following activities?
gmcs-2018-be_device-preferences_2018.svggmcs-2018-be_device-preferences_2017.svggmcs-2018-be_device-preferences_2016.svg


Belgians join people all over the world in choosing smartphones over laptops. The increase in popularity of smartphones is staggering. In 2013, 38 percent of Belgians owned a smartphone. Now, almost every young adult owns a smartphone. All of this buying has saturated the market, leading to a slowing of sales in most age groups over the past two years.


Among all shopping related activities, researching a product or service is the most popular
Activities performed on a smartphone at least once a day (2017-18)
Q. Below is a list of activities that you may do on your mobile phone. Please state how often, if at all, you do any of these?

“Any additional growth will be in allowing those aged 45-plus to catch up,” Fosty says. “The potential for the most growth in sales for manufacturers is in the 65-plus category, in which 69 percent of people own a smartphone.”

While smartphones and laptops gain fans, sales of other connected devices have dropped or stagnated. Tablets for example have lost their position amongst consumers’ preferred devices.

“The tablet has been adopted widely by families with children who want to control access to the internet before the children are old enough for smartphones. They’re also popular for people aged 65-plus for their ease of use,” Fosty says. “The moment you move from family owned to personal, individuals prefer smartphones.”

What about the trusty desktop computer? Ownership dropped two percent from last year, with 49 percent of Belgians owning one. Older Belgians still prefer desktop computers for home-use. The moment they discover more interactive services, however, they prefer the laptop.

Why Smartphones?
Smartphones make it easy to record and watch videos on the run. You also can listen to commercial-free music any time anywhere. Plus, you always have a great camera in your pocket or purse. These media capabilities are a key factor in the explosive growth of smartphone ownership. Younger users (18 to 44-year-olds) also prefer smartphones over laptops for checking their bank balances, making video calls, reading the news and keeping up with social networks.


Over the last 3 years, SMS usage has remained stable; all forms of data communication have become more widespread; VoIP has experienced the highest growth in usage
Weekly usage of data communication services
Q. How often, if at all, do you use each of these on your mobile phone?

Deloitte researchers asked people how much time they spend on their smartphones and found young adults are the superusers. Individuals between 18 and 24 spend three-and-a-half hours a day on the internet on their smartphones. Women in this age group spend almost four hours a day interacting with the world on their smartphone. The average adult is online on their smartphone two-and-a-half hours a day. 


42% of people think they use their phone too much, compared to 44% think their partner uses their phones too much
Perception of extent of smartphone usage
Q. Do you think the following use their mobile phones too much?

A core trend is the move to online subscriptions, and smartphones are ideal gateways to news, games, music and videos. The ease of payment offered from a smartphone also can be used to manage transactions for video media subscriptions, and events like concerts. Over the next decade, the smartphone likely will help drive the monetization of media. 
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Theme
The Convergence of Three Screens

The smart phone is invading—eating the laptop’s lunch—on every sort of transaction from banking to entertainment. But consumers still want to use their laptops for purchases and to watch their favorite shows on TVs. Deloitte’s technology, media and telecommunications thought-leaders call this phenomenon the “convergence of three screens.”


Mobile phone is the preferred device for most activities, except TV viewing and online searches, shopping and purchasing
Device preferences for consuming different types of media
Q. Which, if any, is your preferred device for each of the following activities?
gmcs-2018-be_device-preferences_2018.svggmcs-2018-be_device-preferences_2017.svggmcs-2018-be_device-preferences_2016.svg


“The sum of all three screens fills the clock from the moment we wake up to when we wake up again the next day,” Vincent Fosty, Deloitte’s Technology, Media and Telecom lead, says.

Fosty suggests business leaders in both the media and telecommunications industries pay careful attention to the phenomenon around the convergence of the three screens. The 18 to 24-year-old age group is the most important to watch. They use three screens effortlessly. These young adults are bellwethers for the generation’s digital habits.

“This is an evolution, not something that’s going to go away,” Fosty says. “We’re not going to get off the TV screen not any of the other two. These screens will continue to co-exist.”

The three-screen convergence means companies must adapt their content distribution strategy to reach audiences across multiple devices. Consumers may not even notice the seamless flow of content from one platform to another.

Belgians in all age groups still prefer watching TV – whether live or recorded – on TV screens. Eighteen to 24-year-olds watch a lot of streaming movies and TV series, and they usually use their laptop. The rest of Belgians prefer streaming movies and programs on their TVs, above their laptops.

More Belgians are using their smartphones to watch short videos. Deloitte researchers found 41 percent of Belgians watched at least one video per week on their phone, up from 38 percent in 2017. Just 13 percent watched a video longer than an hour on their smartphone.


Video viewing watched on a weekly basis on smartphones has increased in 2018 across most formats
Type of video viewed on mobile at least once a week
Q. Which activities do you do on your mobile phone?

Many young adults, ages 18 to 24, watch a video on their smartphone every day (40 percent). Another 34 percent of young adults watch a video on their phone at least once a week.


The younger the age group, the greater is the propensity to use a smartphone to watch short videos or live posts or stories
Watching short videos or live posts or stories (by age)
Q. Which activities do you do on your mobile phone? – Watch short videos or live posts or stories

More than a third of Belgians read the news on their smartphone daily. This is by far the most popular media usage on smartphones for Belgians. 
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Theme
Less Spending on Hardware

Now that almost every Belgian owns a smartphone, where will the industry turn for growth? The market is saturated, no doubt.

Consider this: 96 percent of 18 to 24-year-old Belgians own a smartphone. They will continue to own smartphones, and may buy a new one every 2 to 3 years, but growth potential is limited for this demographic.

The hot market segment for smartphone sales is people aged 55 and up. Smartphone ownership has jumped tremendously in this age group in the past five years, and there is still more room for growth

The smartphone base is aging: every year, the % of smartphones acquired in the last 18 months has fallen. This change appears to have been accompanied by an increase in ASP

Year when current smartphone was acquired
Q. When did you buy or receive your current phone?

People of all ages are keeping their phones longer. Deloitte’s survey asked people how long they have owned their smartphone. Fifty-five percent had owned their phone for 18 months or less, down from 62% just two years ago.

Used to be, we all rushed to order the new models when they were released. Those days seem to be over, or at least on pause.

Consumers on tight budgets are turning to SIM-only contracts. This type of service cuts the link between carrier contract renewals and handset upgrades. A decade ago, new smartphones were typically bundled with a new two-year airtime contract, leading to a predictable rhythm of biennial smartphone upgrades.

Thirty-six percent of Belgian smartphone owners are now on a SIM-only contract, an increase of three percent from last year. SIM-only enables users to upgrade their airtime without upgrading their phone. The rise of SIM-only contracts undoubtedly has contributed to the slowing of the smartphone replacement cycle.

Then how does a business make money on the smartphone boom?

“If the consumer isn’t spending money on hardware, they can spend it on content and paid subscriptions,” says Vincent Fosty, Deloitte tech, media and telecom lead. “The younger adult generation are leaders in paying for content.”

Belgians like reading news on their smartphones and video streaming is the most widely used subscription service on smartphones. Think Netflix, Hulu and the like …


A quarter of respondents have access to video on demand services followed by 18% who have access to music subscriptions; among all types of subscription services, video streaming is the most widely used on smartphones
Access to digital media subscriptions and usage on smartphones
Q. Which, if any, of the following subscription services do you have access to? Which, if any, of the following do you access on your smartphone?
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Theme
Invisible Innovation

In the early years of smartphones, manufacturers made huge leaps forward with every new release. You could see form factor and design changes as soon as you opened the package. Today, innovation is largely invisible, hidden inside the device, often in combination with the cloud processing power.

“Significant innovations have been embedded in the smartphones which allow us to use more of our phones,” says Vincent Fosty, Deloitte Technology, Media and Telecommunications lead. “This invisible innovation, such as machine learning and AI, has also helped generate significant revenues on behalf of the businesses that use the smartphone as primary touch point.”


Most machine learning features are only used by a minority of respondents; Predictive texting is the machine learning feature that most respondents are aware of and use
Machine learning on mobiles (awareness and usage)
Q. Which, if any, you are aware of? And which, if any, do you use?

However, Deloitte researchers found most Belgians are not using the machine learning features on their phones. Thirty-one percent don’t know about those features, and 42 percent said they never use them. The most popular machine learning feature is predictive texting, which 29 percent of Belgians use. Nineteen percent use route suggestions, and 13 percent use automatic news and weather updates.

While the invisible innovation goes on behind the scenes, designers and manufacturers are working on the next big design change. Fosty says to watch for foldable phones in the future!
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Device preference 2016 - 2018

Q. Which, if any, is your preferred device for each of the following activities?
Chart
gmcs-2018-be_device-preferences_2018.svggmcs-2018-be_device-preferences_2017.svggmcs-2018-be_device-preferences_2016.svg
Source: Belgium edition, Deloitte Global Mobile Consumer Survey, July 2018
Base: All smartphone owners aged 18-75 years, Belgium, 2018: 1,683
Note 1: * denotes that the categories mentioned have an equal percentage, Note 2: Laptop does not include hybrid
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Chart
Device penetration 2018 and year-on-year growth

Q. Which, if any, of the following devices do you own or have ready access to?
Source: Belgium edition, Deloitte Global Mobile Consumer Survey, Jun-Jul 2017, July 2018
Base: All respondents aged 18-75 years, 2017: 2,002, 2018: 2,002
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Chart
Frequency of usage, by device

Q. When was the last time you used each device? Was it within the…?
Source: Belgium edition, Deloitte Global Mobile Consumer Survey, July 2018
Base: All respondents aged 18-75 years, 2018: Standard mobile phone: 483, Smartphone: 1,683, Small tablet 7-9 inch: 483, Large tablet over 9 inches: 756, Laptop computer: 1,639, Desktop/tower computer: 978, eReader: 222, Smart watch: 128, Fitness band: 248, Portable games player: 408, VR headset: 64;
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Smartphone market share (2016-2018)

Q. Thinking about your main smartphone, what is the brand and model of your current handset?
Chart
Source: Belgium edition, Deloitte Global Mobile Consumer Survey, July 2016. Jun –Jul 2017, July 2018; Base: All smartphone owners aged 18-75 years, 2016: 1,482, 2017: 1,593, 2018: 1,683
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Smartphone penetration by age group (2013-2018)

Q. Which, if any, of the following devices do you own or have ready access to (i.e. that is readily available for you to use)
Chart
Note: In 2013, 55+ was a single age group in which smartphone penetration was 21% 
 Source: BE edition, Deloitte Global Mobile Consumer Survey, July 2018, 2017, 2016, 2013 
 Base: All respondents, BE, 2018: 2002 2017: 2002, 2016: 2000, 2013: 2000
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IoT device penetration (2016-2018)

Q. Connected-home entertainment remains the most popular consumer IoT category; connected self is static and connected-home demand remains weak.
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Source: Belgium edition, Deloitte Global Mobile Consumer Survey: July 2016, Jun-Jul 2017, July 2018; Base: All respondents aged 18-75 years, Belgium, 2016: 2,000, 2017: 2,002, 2018: 2,002 Note 1: In the 2018 edition, Games consoles include Nintendo Switch which was in a separate category in the 2017 questionnaire. In 2017, the ownership of Nintendo Switch consoles was 1% Note 2: Smart personal or smart pet tracker, smart lock and smart smoke detector were added in 2018; the option for Wireless speaker / wireless soundbar has been adjusted in 2018 with the addition of “that do not have a voice assistant; Voice assisted speaker option was not present in 2016;
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Smartphone as a remote control for other devices

Q. And do you use a mobile website or an app on your smartphone to do any of the following?
Source: Belgium edition, Deloitte Global Mobile Consumer Survey, July 2018 Base: All smartphone owners aged 18-75 years, 2018 : 1,683;
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Frequency of usage of voice assistants on voice assisted speakers and smartphones

Q. When was the last time you used the voice assistant on the following devices? Was it within the...?
Source: Belgium edition, Deloitte Global Mobile Consumer Survey, July 2018 Base: All respondents aged 18-75 years who use voice assistants, 2018, Smartphone: 523, Voice assisted speaker: 20;
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Usage of voice assistants on smartphones and voice assisted speakers

Q. For which of the following reasons do you use your voice assistant app?
Source: Belgium edition, Deloitte Global Mobile Consumer Survey, July 2018 Base: All smartphone owners aged 18-75 years, 2018 who use : Smartphone: 466, Voice assisted speaker: 14;
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Smartphone purchasing channel (2016-18)

Q. How did you purchase your current smartphone? You said you purchased your current smartphone online / in-store, which of the following best describes where you purchased it from?
Source: Belgium edition, Deloitte Global Mobile Consumer Survey, July 2016, Jul-Aug 2017, July 2018 Base: All smartphone owners aged 18-75 years who bought new/used phone, 2016/2017/2018: 1,321/1,585/1,676 Note: Online includes ‘I purchased it online and had it delivered” and “I purchased it online and picked it up in-store”; Other include “It was provided by my employer”, “I leased it” and “Other”
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Year when current smartphone was acquired

Q. When did you buy or receive your current phone?
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Source: Belgium edition, Deloitte Global Mobile Consumer Survey, July 2016, Jul-Aug 2017, July 2018 Base: All smartphone owners aged 18-75 years, 2016: 1,482, 2017: 1,593; 2018: 1,683; Note: Year 0 represents the survey year, Year 1 represent second most recent survey year, Year 2 represents third most recent year, etc.
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Importance of features/services provided by mobile operators

Q. Below you will see a list of features and services offered by mobile phone service providers. Please select how important each of them is to you.
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Source: Belgium edition, Deloitte Global Mobile Consumer Survey, July 2018 Base: All phone owners aged 18-75 years, 2018: 1,683
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Perception of extent of smartphone usage

Q. Do you think the following use their mobile phones too much?
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Source: Belgium edition, Deloitte Global Mobile Consumer Survey, July 2018 Base: All smartphone owners aged 18-75 years, Belgium, 2018: 1,683 Note: Respondents for whom this question is not applicable to are excluded from the analysis.
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Effects of using smartphone too much

Q. Which of the following, if any, do you experience as a result of using your smartphone (too much)?
Source: Belgium edition, Deloitte Global Mobile Consumer Survey, July 2018 Base: All smartphone owners aged 18-75 years, 2018 : 1,683, Smartphone owners who think they use their phone too much: 700
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Payment methods used on smartphones for in-store purchases

Q. Which of the following mobile payment solutions have you used on your smartphone for each of the following?
Source: Belgium edition, Deloitte Global Mobile Consumer Survey, Jul-Aug 2017, July 2018 Base: All smartphone owners aged 18-75 years who used phone to pay for a product/service in store, 2017: 196, 2018: 299;
 Note: App to pay restaurant bill and pay solution on wearable devices was introduced this year, payments app offered by mobile operator was present in 2017 and isn’t present this year
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Apps/website used to purchase products/services online

Q. You mentioned that you purchased a product/service online, using your smartphone. Which of the following do you normally use when purchasing products/services online using your smartphone?
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Source: Belgium edition, Deloitte Global Mobile Consumer Survey, July 2018 Base: All smartphone owners aged 18-75 years who used smartphone to purchase a product or service : 825
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Payment methods used when purchasing products/services online using smartphone

Q. You mentioned that you purchased a product/service online, using your smartphone. Which of the following methods of payment do you normally use when purchasing products/services online using your smartphone?
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Source: Belgium edition, Deloitte Global Mobile Consumer Survey, July 2018 Base: All smartphone owners aged 18-75 years who used smartphone to purchase a product or service : 825
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Shopping related activities performed on a smartphone

Q. Below is a list of activities that you may do on your mobile phone. Please state how often, if at all, you do any of these?
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Source: Belgium edition, Deloitte Global Mobile Consumer Survey, July 2018 Base: All phone owners aged 18-75 years, 2018: 1,683
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Biometric authentication usage, 2018

Q. How do you use these methods to identify yourself?
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Source: Belgium edition, Deloitte Global Mobile Consumer Survey, July 2018 Base: Respondents aged 18-75 years who use biometric recognition on their smartphone, 2018: 612
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Methods of authentication used among 18-75 year olds (2016-18)

Q. Which, if any, of the methods listed below have you used to identify yourself when unlocking your phone, authorising mobile payments or other transactions?
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Source: Belgium edition, Deloitte Global Mobile Consumer Survey, July 2016, Jul-Aug 2017, July 2018 Base: All smartphone owners aged 18-75 years, Belgium, 2016: 1,482, 2017: 1,593, 2018: 1,683 Note: Eye/iris recognition option was not available in 2016
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Weekly usage of data communication services

Q. How often, if at all, do you use each of these on your mobile phone?
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Source: Belgium edition, Deloitte Global Mobile Consumer Survey, July 2016, Jul-Aug 2017, July 2018 Base: All smartphone owners aged 18-75 years, 2016: 1,482, 2017: 1,593, 2018: 1,683; Note: Until 2016 the question asked was In the last 7 days, in which, if any, of the following ways did you use your phone to communicate with others? Note: * denotes 3 year CAGR,.
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Communications apps usage frequency

Q. Which, if any, do you ever use; which do you use at least once a day and which do you use at least once an hour?
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Source: Belgium edition, Deloitte Global Mobile Consumer Survey, July 2018 Base: All phone or smartphone owners aged 18-75 years, 2018: 1,683
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Media-related activities used on a smartphone

Q. Below is a list of activities that you may do on your smartphone. Please state how often you do any of these.
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Source: Belgium edition, Deloitte Global Mobile Consumer Survey, July 2018 Base: All smartphone owners aged 18-75 years, 2018: 1,683
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Type of video viewed on mobile at least once a week

Q. Which activities do you do on your mobile phone?
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Source: Belgium edition, Deloitte Global Mobile Consumer Survey, Jul-Aug 2017, July 2018 Base: All smartphone owners aged 18-75 years, 2017: 1,593; 2018: 1,683;
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Watching short videos or live posts or stories (by age)

Q. Which activities do you do on your mobile phone? – Watch short videos or live posts or stories
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Source: Belgium edition, Deloitte Global Mobile Consumer Survey, July 2018 Base: All smartphone owners aged 18-75 years, 2018: 1,683;
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Access to digital media subscriptions and usage on smartphones

Q. Which, if any, of the following subscription services do you have access to? Which, if any, of the following do you access on your smartphone?
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Source: Belgium edition, Deloitte Global Mobile Consumer Survey, July 2018 Base: All respondents aged 18-75 years, 2018: 2,002
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Frequency of accepting terms and conditions without reading them (2017 vs. 2018)

Q.Thinking about when you do any of the following things on your smartphone. How often, if at all, do you accept terms and conditions without reading them?
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Source: Belgium edition, Deloitte Global Mobile Consumer Survey, July 2018 Base: All adults aged 18-75 years who have a smartphone, Belgium, 2017: 1,593, 2018: 841 (half sample)
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Awareness of personal data being used by companies that respondents interact with online (2017 vs. 2018)

Q. Do you believe that the companies you interact with online use your personal data?
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Source: Belgium edition, Deloitte Global Mobile Consumer Survey, July 2018 Base: All phone or smartphone owners aged 18-75 years, Belgium, 2017: 1,898, 2018: 1,923;
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Awareness of personal data shared with third parties (2017 vs. 2018)

Do you believe that the companies you interact with online share your personal data with third parties (e.g. social networks sharing data with retailers)?
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Source: Belgium edition, Deloitte Global Mobile Consumer Survey, July 2018 Base: All phone or smartphone owners aged 18-75 years, Belgium, 2017: 1,898, 2018: 1,923;
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Level of concern pertaining to how companies share, use and store personal data

Q. To what extent, if at all, would you say you are concerned about how companies you interact with online...?
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Source: Belgium edition, Deloitte Global Mobile Consumer Survey, July 2018 Base: All phone or smartphone owners aged 18-75: 1,545, respondents years who think companies use or share their personal data: 1,545;
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Awareness and usage of applications featuring machine learning

Q. Which, if any, you are aware of? And which, if any, do you use?
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Source: Belgium edition, Deloitte Global Mobile Consumer Survey, July 2018 Base: All smartphone owners aged 18-75 years 2018 : 1,683
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Work usage for personal smartphone users outside of normal working hours

Q. During a typical working week, how often, if at all, do you use your smartphone for business purposes outside of your normal working hours?
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Source: Belgium edition, Deloitte Global Mobile Consumer Survey, July 2018 Base: All smartphone owners aged 18-75 years and who are in work: 1,009, smartphone owners who use smartphone for personal purposes at work: 910;
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Personal smartphone usage during normal working hours

Q. Do you use your phone for personal purposes during your normal working hours?
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Source: Belgium edition, Deloitte Global Mobile Consumer Survey, July 2018 Base: All smartphone owners aged 18-75 years and who are in work: 1,009, smartphone owners who use smartphone for personal purposes at work: 910;
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Smartphone distraction during normal working hours

Q. Does your smartphone usage for personal purposes distract you at work?
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Source: Belgium edition, Deloitte Global Mobile Consumer Survey, July 2018 Base: All smartphone owners aged 18-75 years and who are in work: 1,009, smartphone owners who use smartphone for personal purposes at work: 910;
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Work related smartphone activity usage

Q. For which, if any, of the following work-related activities do you ever use a smartphone?
Source: Belgium edition, Deloitte Global Mobile Consumer Survey, July 2018 Base: All smartphone owners aged 18-75 years and work : 1,009
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