Tele2 gains market share in mobile market

Houten, The Netherlands, 05 July 2013 – The mobile market share of Tele2 increased from 3 percent in Q1 2012 to 5 percent in Q1 2013. The overall market is stable, with T-Mobile and Vodafone still remaining the biggest providers. Together they almost have half of the mobile phone market in terms of users. When looking at the shares of handset brands per operator, T-Mobile gained share among Sony users but lost share among Apple users. T-Mobile still has the biggest share among Apple users (33%), but Vodafone gained share among Apple users.

These results are based on the Telecompaper Consumer Panel, a continuing online survey. In January to March 2013, 20,000 Dutch consumers between the ages of 12 and 80 were questioned. The report from independent market researcher Telecompaper also includes data from the four previous quarters on consumer mobile habits and spending.

Both the choice of provider and handset is mainly cost based. The monthly fee is the most frequently mentioned reason for choosing a mobile operator. The brand and type of the handset (brand/type) and promotional offers are in second and third place in this list. The choice of a specific handset is mainly based on the purchase price. However, Hi clients focus more on the image of the handset brand. Whether or not a handset is Wi-Fi enabled is becoming more important; 26 percent of consumers (partly) based their choice of handset on this.

In Q1 2013, 63 percent of consumers had a smartphone, a year earlier this was 52 percent. Tele2 and Telfort show the biggest growth in smartphone penetration: 23 and 16 percent points. Hi still has the highest smartphone penetration, 77 percent of their customers have a smartphone. Since there is a large share of smartphone owners in the market, the use of online services is increasing. Although sending SMS is still the most used mobile service, its use declined over the past year. 40 percent of all consumers use their mobile phone for sending and receiving emails, and 39 percent indicate they surf the internet on their mobile phone. Among postpaid clients, this percentage is higher; 47 percent of postpaid clients use their phone for sending and receiving email and 46 percent of postpaid consumers surfs the internet.

43 percent of all consumers use their mobile phone also for business purposes. Among Vodafone customers this percentage is higher, 47 of them uses their mobile phone for business purposes.

The report Dutch Mobile Consumer Q1 2013 – Operator Edition gives detailed information on the demographics of consumers, their sales channels, reasons for selecting a provider, average spending and most heavily used services. The report is available for purchase in two different editions. This edition gives insight per operator: Hi, KPN, Telfort, Vodafone, T-Mobile, Tele2 and the other providers combined. The other edition, which was published on 2 July 2013, gives insight per handset brand: Nokia, Samsung, LG, Sony, HTC, Apple, Blackberry and other handset brands combined. Both reports discuss the following aspects:

• Market shares per handset/provider (All, Postpaid, Prepaid)
• Split per age group, gender, income and education.
• Split per Postpaid/Prepaid, Packages/Sim Only, Smartphone/Normal phone (All, Postpaid, Prepaid)
• Sales channels (Handset, SIMs, packages)
• Which kind of ‘physical’ shop is used to buy the mobile connection (Handset, SIMs, packages)
• Which kind of ‘online’ shop is used to buy the mobile connection (Handset, SIMs, packages )
• New purchase or renewal, how is handset acquired
• What is the average spend per consumer (All, Postpaid, Prepaid), and who pays the monthly fees, call charges, etc.
• What are the top seven reasons for the consumer when selecting his current mobile provider (All, Postpaid)
• What are the top seven reasons for the consumer when selecting a handset brand (All, Postpaid )
• Use of data and SMS out of bundles or within subscription (All, Postpaid, Prepaid).
• Private vs. business usage mobile phone
• What are the most-used services (All, Postpaid, Prepaid), and how many SMS are sent per month
• Churn per provider and NPS per provider

The Dutch Mobile Consumer Report is based on the responses of more than 20,000 respondents from the Telecompaper Consumer Panel during the period January – March 2013. The report also includes data from the four previous quarters. Results are CBS stratified for gender, age (12-80) and education. Some of the previous editions of this report were based on the ages 15 to 65 and education was not used for the stratification.

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. DMC213Q1 ’Dutch Mobile Consumer Q3 2012 – operator edition’ is a research product from Telecompaper. The price is EUR 5,900.