This document summarizes the results of a survey on multi-screen and mobile device usage in Belgium. Some key findings include: - Smartphone and tablet ownership continues to rise while traditional mobile phones are declining. - Digital TV has become the norm in Belgium, with 81% subscribing, though providers vary between northern and southern regions. - Nearly half of respondents watch TV while using their laptop, primarily to surf websites related to the program. - Entertainment is the main motivation for using a second screen while watching TV. - 83% are satisfied with the quality of their mobile network operator.

1. MMS 2014 – 5TH WAVE
MULTI-SCREEN & MOBILE SURVEY
APRIL2014

2. EXECUTIVE SUMMARY

3. • Mobile phones (as we knew them) are on the road to extinction.
• Smartphones and tablets continue their upward trend.
• Digital TV operators market is different in the North and the South, both in terms of
presence and share of providers ( , , ).
• There is a large coherence between what’s being watched on TV and what is consumed
on the second screen.
• Second screen is an opportunity to generate an extended watching/surfing experience;
second screen is an opportunity for marketeers.
• 83% are happy (or very happy) with the quality of their network operator.
Executive summary

4. METHODOLOGY

5. Methodology summary
Contractor :
•18+ living in BelgiumReference Universe :
•Method: at random, based on Internet panelSample :
•Online questionnaire
•Average duration of the interview : 10'
Data Collection :
Wave 5
Feb’14
1 064 ind.
Wave 4
Dec’12
1 006 ind.
Wave 3
Nov’11
969 ind.
Wave 2
Jan’11
1 067 ind.
Wave 1
Nov’10
1 072 ind.

6. MAIN RESULTS

7. Digital Tablet
Smartphone
GSM
38%
46%
71%
19%
30%
82%
11%
26%
88%
3%
19%
92%
2%
13%
95%
Wave 1 Wave 2 Wave 3 Wave 4 Wave 5
24% own both a Digital Tablet and a Smartphone
Almost 50% of Belgians own a Smartphone,
Almost 40% of Belgians own a Digital Tablet

8. Smartphone Digital Tablet Smart TV
10%
7%
12%
11%11%
15%
13%
20%
15%
17%
21%
15%
Wave 1 Wave 2 Wave 3 Wave 4 Wave 5
… and purchase intent for Digital Tablets is high
Intention of purchase remains high for Tablet & Smartphone -> potential of
further grow

9. Usage of TV technologic features is growing
0%
10%
20%
30%
40%
50%
60%
70%
Digital TV HD Search
function
Internet
Browser
Build-in
WiFi
Connected
TV
Television
3D
DLNA
network
Access
App Store
Social TV
59% 61%
19%
16% 15%
13%
9% 9%
7%
5%
67% 66%
33%
18% 18% 18%
14%
13% 11%
7%
Wave 4 Wave 5
* DLNA defines a standard for interoperability for reading, sharing and control multimedia devices regardless of manufacturer or nature.

10. Digital TV has become the norm
Digital Cable Satellite TNT Apple TV
77%
24%
8%
3% 1%
81%
9%
5% 4%
1%
Wave 4 Wave 5
81% subscribe to Digital TV
 Equal trend between North and South

11. 2 providers of Digital TV are prominent
And 66% are ‘Triple Play’; Internet, TV digital and Mobile’s subscription in one exclusive
pack
52,2%
1,3%
5,1%
37,9%
2,0%
1,3%
29,8%
68,0%
0,4% 0,4% 0,6%
Others
Others
Calculated on total who answered: 894 people (84% of total sample) – 501 VL/393 FR

12. Nearly half the respondents watch TV through
content with their laptop
97%
52%
15% 19% 19%
13%
7% 5%
94%
42%
26% 25% 23%
16% 14% 10%
0%
20%
40%
60%
80%
100%
120%
TV Laptop Tablet laptop
connected to
TV
Gaming
console
connected to
TV
Smartphone Connected
tablet
Smartphone
connected to
TV
Wave 4 Wave 5

13. Surfing on websites is the primary reason
for second screen usage
44%
22%
25%
21% 22%
18%
9%
47%
28%
23% 22% 22%
17%
12%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Surf on websites
related to what
i'm watching
Write on FB
about what i'm
watching
Look or buy
things related to
what I'm
watching
Consult Twitter Send emails
related to what
i'm watching
Comment online
about ads, film or
program I'm
watching
Tweet about the
TV program or
movie
Wave 4 Wave 5

14. Entertainment is the primary motivation
for using a second screen while watching TV
Entertainment – 48%
Social connexion – 16%
Intellectual connexion – 15%
Routine – 13%
Other – 7%
Repartition of the primary motivation among the 644 people who answered (60,5% of the total sample)

15. 23% think that using a second screen while watching TV improves
the total experience*
43% have already visited a website after seeing an ad
on TV
*: percentage calculated on the total people who answered; 636 people (59,7% of the total sample)

16. 83% are satisfied with the quality of their network operator
64% are satisfied with the quality of their 3G
83% bought a smartphone because of a special promo offer
What about your feeling on …

17. THANK YOU