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iCorelio on Tablets - Belgian market forecast

Corelio presents status Tablet market with exclusive Belgian data as well- Mark Daemen

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iCorelio on Tablets - Belgian market forecast

  1. 1. Mobile Monday 9th May 2011 iCorelio [email_address]
  2. 2. Chapter 1. Knowledge & Prejudices
  3. 5. 19.500.000 iPads & 55.000 unique apps sold all over the world # smart phones sold? Belgium: Estimated 2011: + 350.000 iPads sold
  4. 6. <ul><li>iPhone is the most sold smartphone </li></ul>Prejudice 1
  5. 7. Penetration smartphones Source: In The Pocket, mobile agency, 2010 Although Belgium market is less developed compared to other EU countries… 79% of belgian population has a mobile of which 12% are smartphones <ul><li>Limited amount of 3G (BASE offered no 3G) </li></ul><ul><li>Prohibition of combined sales until recently </li></ul><ul><li>High subscription fees </li></ul><ul><li>Lack of flat rate subscription </li></ul>
  6. 8. Penetration smartphones * Source: In the Pocket, Mobile Agency, 2010 … there is some potential , mainly with iPhones
  7. 9. Penetration smartphones <ul><li>iOS ... is the most appropriate Operating System </li></ul><ul><li>Apple (iOS): </li></ul><ul><ul><li>72% of Belgian market </li></ul></ul><ul><ul><li>Reaches iPhones, iPads & iPod Touch </li></ul></ul><ul><ul><li>App Store is one of the most visited application stores worldwide and in Belgium </li></ul></ul><ul><ul><li>Development process is one of the easiest (compared to other OS) </li></ul></ul><ul><ul><li>iPhone users exploit the most mobile options </li></ul></ul><ul><li>Android as second choice </li></ul><ul><ul><li>Will know a very strong growth </li></ul></ul><ul><ul><li>Already nr 1 in USA </li></ul></ul><ul><ul><li>2010 - Q2: has grown more than 100% in EU compared to 40% growth for Apple </li></ul></ul>* Source: In the Pocket, Mobile development Agency, 2010 * Source: In the Pocket, Mobile Agency, 2010
  8. 10. Prejudice 2 <ul><li>Tablets are used as a portable pc: for working & reading the news </li></ul>
  9. 11. Usage of tablets Study: Admob by Google, Tablet Survey March 2011 The vast majority of respondents use their tablet more frequently on weekdays 82% of respondents primarily use their tablet at home
  10. 12. Time on tablet Study: Admob by Google, Tablet Survey March 2011 68% of respondents spend at least 1 hour a day on their tablet Tablets are used widely for playing games, searching for information, emailing & reading the news
  11. 13. Usage of tablet Study: Admob by Google, Tablet Survey March 2011 28% of respondents said that the tablet is their primary computer 77% of respondents reported that their desktop/laptop usage decreased after they started using a tablet
  12. 14. Prejudice 3 <ul><li>Only men use smart phones & tablets </li></ul>
  13. 15. Smart phone users OPA study: march 2011 by Ant research ( 2 723 Online interviews 18+)
  14. 16. Tablet user OPA study: march 2011 by Ant research ( 2 723 Online interviews 18+)
  15. 17. Potential? Smart phone should reach 1 surfer over 2 in the coming months Tablets have a potential penetration of 36% Among the following devices, which ones do you currently use and which ones do you intend to use in the coming months OPA study: march 2011 by Ant research ( 2 723 Online interviews 18+)
  16. 18. Prejudice 4 <ul><li>Tablets are mostly used during breakfast </li></ul>
  17. 19. Time of use Tablets are mostly used in the evening. Smart phones all day long. OPA study: march 2011 by Ant research ( 2 723 Online interviews 18+)
  18. 20. Time spent <ul><li>On an average day, how much time do you spend on surfing or using apps ? </li></ul>50% of tablet users spent more than 1 hour per day surfing or using apps, while only 25% of Smart phone users do so. OPA study: march 2011 by Ant research ( 2 723 Online interviews 18+)
  19. 21. Place of use The living room is thé place to use the tablet, the smartphone is used … everywhere’ OPA study: march 2011 by Ant research ( 2 723 Online interviews 18+)
  20. 22. Use frequency Tablet use is less frequent than mobile phones or traditional computers. Nevertheless, 80% of tablet owners use it more than 5 times a week. OPA study: march 2011 by Ant research ( 2 723 Online interviews 18+)
  21. 23. Conclusions: Mobile <ul><li>Smart phones: </li></ul><ul><ul><li>Mostly young men </li></ul></ul><ul><ul><li>Usage increases when buying a smart phone </li></ul></ul><ul><ul><li>Used alle day long </li></ul></ul><ul><ul><li>Buying intention high </li></ul></ul>
  22. 24. Conclusions: Tablets <ul><li>Tablets: </li></ul><ul><ul><li>Mostly young men </li></ul></ul><ul><ul><li>Used less then computer, min. 1h/day </li></ul></ul><ul><ul><li>Mostly during the evening, at home during weekdays </li></ul></ul><ul><ul><li>Buying intention very high </li></ul></ul>

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