Consumer Behaviour - Deloitte
Smartphone:the center of lifeA study on Nordic mobileconsumer behaviourDeloitte Global Mobile ConsumerSurvey 2019: The Nordic cut
ContentsIntroduction03Section 104The Smartphone universe06The smartphone – a retail top shelf10Industry Spotlight: Retail14Section 24G, 5G – as long as we are connected,1618do we even care?Industry Spotlight: Telco22Social Media – Mind the gap24The game is on!30My smartphone gives me a headache38Section 30242Industry Spotlight: Public44“I accept’’ but what does this mean?45Say ‘welcome’ to your virtual wallet48Industry Spotlight: Financial Services54Endnotes56About the research & contacts57
IntroductionWelcome to our third annual edition of Global Mobile Consumer Survey – The Nordic Cut: thereport where Deloitte’s Nordic TMT experts zoom in on the digital trends of mobile consumersin Sweden, Norway, Denmark and Finland. This year’s report is based on responses from5001 respondents across the Nordics. As a start we would like to provide a sneak peek of theinteresting findings that await the reader As in previous years, the smartphone is an indispensable part of people’s lives, with 92 percent of Nordic consumers having access to a smartphone in 2019. They prefer to use theirsmartphone to check bank balances, to make video calls and to watch short videos on thego. And as the video cameras in smartphones become extremely high quality – some ofthe best on the market – it is no surprise that the Nordic consumers also prefer to use theirsmartphones to take pictures and record videos.This year’s report also dives into the booming trend of gaming - a market which generatedsomewhere close to 126.3 billion in revenue last year. This number is predicted to increaseby about 10 per cent in 2019, and every year until at least 2022. More and more people in theNordics are mobile gaming daily, and games like ‘Subway Surfers’, ‘Pokémon Go’ and ‘CandyCrush’ have become household names. But is it a social thing? Or merely a time-waster that hascaught our attention? You may find the answer in section two.Speaking of social, the smartphone is of course still making it possible for Nordic consumersto stay in touch with friends and family 24/7. When predicting the SoMe trends of the future,one must look to the younger smartphone users. This year’s report shows that the younggeneration is gradually abandoning Facebook. Trending now are personal blogs on Snapchatand YouTube, and Instagram is still a highly preferred media for keeping the social network upto date with instant moments from daily life.In other words: the smartphone makes it possible for Nordic consumers to stay connectedand stay updated, and few people question a smartphone’s usefulness. However, this 24/7accessibility comes with a price. More than half of the respondents in our survey reportexperiencing negative side effects from using their smartphone. This debate about digitalwell-being puts the tech industry in a special situation; they are being asked to help customersdetach from their phones, though their business model relies on the customers doing theopposite We hope that you find the insights interesting. Please do not hesitate to reach out to us forfurther conversations based on the content.Jonas MalmlundHead of Technology, Media &Telecommunications Consultingin Sweden and in the NordicsJoachim GullaksenHead of Technology, Media &Telecommunications in NorwayFrederik BehnkHead of Technology, Media &Telecommunications in DenmarkJukka-Petteri SuorttiHead of Technology, Media &Telecommunications in FinlandGlobal Mobile Consumer Survey Introduction 03
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Section 1How much do Nordicconsumers use theirsmartphones?And what do theyuse them for?Global Mobile Consumer Survey Section 105
The SmartphoneuniverseThe smartphone penetration is nearly complete, which meansfertile ground for the growth of complementary markets suchas Internet of Things devices and smartphone accessories.With smartphone penetration of 92 per cent in2019, it is fair to say that there is a smartphonein every Nordic consumer’s pocket (Figure 1).However, previous years’ annual growth ofsmartphone sales seem to have peaked andare likely to slow down in the years to come,limited by phone replacement rates.Please welcome the Internet of ThingsLet us begin by underlining that Nordicconsumers are still some of the first in lineto buy a new smartphone from the shelves.More than half of Nordic consumers have asmartphone that is less than two years old,and the market is still expected to be quitesubstantial in the future.This high penetration of smartphones enablesa wide range of new complementary markets.We are seeing this in the Internet of Things(IoT) segment as well as in the accessoriesmarket where gadgets and add-on utilities arebecoming a bigger part of our everyday life.Three out of four consumers have at least oneconnected IoT device. In general, Norwegiansown more connected devices than the othercountries at 84 per cent1. Not surprisingly,men tend to own more connected devicesthan women (81 % vs. 74 %). In fact, menreport higher ownership than women for allconnected devices listed in the survey.‘IoT’ includes connected devices that can becontrolled or accessed through smartphones.Although highly dependent on connectivity(more on this in section 2 on 5G connectivity),06Figure 1. Smartphone penetrationWhich, if any, of the following devices do you own or have ready access to?- Smartphone94% 94%92% rwaythe smartphone is also essential in this space,acting as a key to controlling and monitoringmany of these devices. Let us have a look atwhat IoT has to offer:Entertain meFirstly, IoT includes entertainment devices,where the smartphone acts the same way aremote control does, and as a mobile displaypad. This is most commonly found for smartspeakers but is increasingly used for controllinga TV, cable box or PVR.Over half of Nordic consumers have a smartTV (Figure 2 & 3) and ownership of videostreaming devices, such as Chromecast, isgrowing. There is still a low ownership rate ofvoice-assisted speakers (5 %), but this is still fivetimes higher than in 2017. This is likely due tothe hard marketing launch of such devices byelectronic retailers in the Nordics as well as newpartnerships forming, with Ikea and Sonos asexamples.Sweden2017Denmark20182019Base for 2019: All adults 18-75 in Sweden(1864), Norway (976), Denmark (1095),Finland (1066). Base for 2018: Sweden(1868), Norway (977), Denmark (1097),Finland (1068). Base for 2017: Sweden(1769), Norway (947), Denmark (1028) andFinland (1038). Source: Nordic edition,Deloitte Global Mobile Consumer Survey,2019, 2018 & 2017.
Figure 2. Ownership of IoT devicesWhich, if any, of the following connected devices do you own or have ready access to?45%49% 50%Figure 3. Ownership of IoT devicesWhich, if any, of the following connected devicesdo you own or have ready access to?Connected car system29% 30% 30%25%29% 30%27%30%7%27%8%19% 17%16%1% 2%Smart TV2017Games console2018Video streamingdevice that youconnect to the TVWireless speakers /wireless soundbarthat do not have avoice assistantSet-top box or PVRthat is Internetconnected5%Voice-assistedspeakers10%Smart home security camera, or doorbellconnected to the internet0%0%2019Base for 2019: All adults 18-75 who have a smartphone in Sweden (1719), Norway (917), Denmark (994), Finland (978).Base for 2018: Sweden (1736), Norway (916), Denmark (988), Finland (967). Base for 2017: Sweden (1769), Norway (947),Denmark (1028), Finland (1038). Source: Nordic edition, Deloitte Global Mobile Consumer Survey, 2019, 2018 & 2017Growth in voice-assisted devices may partly challenge the dominance ofsmartphones as the preferred control pad. However, we believe the phone islikely to persist since it is also a mobile display device - something smart speakerscannot match.Make my home smarterAnother IoT use area is smart home functionality. This means connecting yourdaily utilities to Wi-Fi so that they can be controlled and monitored online. Alongwith Wi-Fi connection, smartphones enable off-site monitoring and an easyaccess control pad.Most smart-home devices are showing annual growth. Other than connected carsystems, the devices with highest ownership levels are smart-home-monitoringsystems, smart plugs and smart lighting (7 %, 6 % and 6 % ownership respectively)(Figure 3). In practice, ownership levels for pet monitoring systems are around thislevel as well, given that around only 30-50 per cent of Nordic households actuallyhave pets.7%Smart lighting system4%5%6%Smart plug4%6%6%Smart home appliance that can connect to theInternet/be controlled using an app0%5%5%Smart smoke detector0%5%5%Hub which links connected devices within the home3%4%4%Why are there still so few Nordic consumers who own smart-home devices?Although the technology is well known and well invested in, the devices havenot yet become mass-market products in the Nordics. This may be becausethe products are not simple enough for the average consumer. Large retailersmay influence this through innovating on standard, well-adopted products. Anexample is IKEA creating smart blinds. The product almost sold out in the Nordicsimmediately after its launch.Smart lockIt seems likely that the growing focus on sustainability and the environment in theNordic countries will lead to increased ownership levels of smart-home devices.They reduce energy consumption and provide more effective monitoring of foodsand beverages to minimize food waste.Open and close door sensors0%3%3%Smart thermostat2%3%3%2%3%3%Pet camera or monitoring systemA part of daily lifeUse level statistics reveal that smart TVs and set-top boxes are the mostfrequently used connected entertainment devices at 89 per cent and 85 percent weekly usage respectively (Figure 4). A similar trend is seen on a daily basis,where smart TV usage is as high as 69 per cent. Even though wireless speakersand voice-assisted speakers have almost the same weekly usage, voice-assistedspeakers rate higher when looking at the daily use. This is likely because thereare relatively few smart speaker owners, but they are the early adopters and thebiggest fans of the product - so they use it often. Gaming consoles are the leastGlobal Mobile Consumer Survey Section 12%2%3%Smart personal or smart pet tracker0%2%2%07
72%72%connected to the internetconnected to the internet82%82%Connected car systemConnected car systemGames console42%42%Games consoleVoice-assisted speakers66%66%69%69%73%73%Voice-assisted speakersnot have a voice assistantnot have a voice assistanthat you connect to the TVhat you connect to the TVhat you connect to the TV85%85%89%89%hat you connect to the TVSmart TVSmart TVFigure 4. Weekly usage of IoT devicesWhen was the last time you used each device.Was it within the.?Smart thermostatSmart thermostat49%49%Smart Home DevicesSmart plug that can be switched on/off with an appSmart plug that can be switched on/off56% with an app56%Smart lighting systemSmart lighting system68%Home appliance that can connect to the68%Internet/ be controlledusingan appHomeappliancethat canconnectto theInternet / be controlled using an app 68%68%Hub which links devices within the homeHub which links devices within the home70%Smart home security camera, or doorbell70%connectedtosecuritythe internetSmart homecamera, or doorbellconnected to the internet71%71%Connected car systemConnected car systemEntertainment DevicesGames consoleGames consoleVoice-assisted speakersVoice-assisted speakers80%80%42%42%65%Wireless speakers / wireless soundbar65%that do nothave a t do not have a voice assistant69%69%Video streaming device that you connect to the TVVideo streaming device that you connect to the TV73%Set-top box or PVR Video streaming device73%that youboxconnecttoVideothe TVSet-topor PVRstreaming devicethat you connect to the TVSmart TVSmart TV85%85%89%89%Base for 2019: All adults 18-75 in Sweden, Norway, Denmark &Finland who own or have ready access to each device - and hasaccess to smartphone. Source: Nordic edition, Deloitte GlobalMobile Consumer Survey, 2019.frequently used devices, which indicates thatthey are less of a necessity for consumers’ dailylife, and more of an occasional fun thing to doonce a month or so.Although smart-home devices are a little lesslikely than connected entertainment devicesto be used on a weekly basis (around 70 %) it isworth noting that well over half of all people inthe Nordics who own smart-home devices usethem weekly: although ownership rates are low,those who own them seem to be integratingthem into their regular lives. Use of thermostatsis a little lower than the other smart-homedevice categories. It makes sense that peoplechange their house temperature less frequentlythan they turn their appliances or lights on or off.08Relative to last year’s weekly rates of use,wireless speakers fell five points from 74 percent weekly use to 69 per cent weekly usefrom 2018 to 2019. Although not drastic, froma commercial point of view it is concerning thatuse rates have not increased when these devicesare becoming more powerful. Do we have toomany devices? Is the value add accessed throughthe speakers not attractive enough? Or weresmart speakers a bit of a fad, and usage is fallingas some of the novelty wears off?Dressing up your smartphoneWith the widespread adoption of thesmartphone comes widespread adoption ofsmartphone accessories. What may seem to be“just accessories’’ is actually an expected 75billion market in 20202. The phone is obviouslythe centre of attention, but the phone and itsvalue is boosted further when consumers useaccessories.Accessories allow consumers to enhance andpersonalize their user experience as well asimprove their smartphone’s resilience. This isa market with high potential where consumersstill have not maxed out their ownership levels.The most popular accessories are currentlycable chargers, phone cases and wiredearphones. Most people receive cable chargersand wired earphones with their phones, yetmany also buy them separately. This illustratesthat the products are perceived as “necessities’’and upgrades to the bundled product at timeof initial phone purchase. For the wirelessheadphones, wireless earphones and wirelesschargers, consumers have 15-32 per centownership (Figure 5). Few phones are bundledwith these products and the relatively highprice points for these accessories explain whythey are less common.Still market potential for cable chargers?Most smartphone users have experiencedthat panicky feeling when their smartphonesuddenly is out of battery. For many, thisexperience might even feel like a loss ofpersonal health (as section 3 indicates) whichneeds to be addressed immediately. Thus,chargers, and especially cable chargers, are anecessity in most people’s homes or everydaybags. Because the smartphone is so dependenton this accessory, it should come as no surprisethat ownership is close to 100 per cent. MostFigure 5. AccessoriesownershipWhich of these accessories/services for your phone do youown?Cable charger95%99%Phone case10%78%Wired earphones48%66%Power bank4%54%Wired headphones24%50%Memory cards18%50%Screen protector9%48%Wireless headphones5%32%Wireless earphones5%23%Wireless charger4%15%Came with the phoneTotal ownershipBase for 2019: All adults 18-75 who have aphone or smartphone in Sweden (1775),Norway (942), Denmark (1042), Finland(1035). Source: Nordic edition, DeloitteGlobal Mobile Consumer Survey, 2019.
people report their cable charger came withtheir phone (95 %). Still, 13 per cent reporthaving purchased theirs separately, indicatingthat they own several or are replacing a lostone. With the recent introduction of wirelesschargers, consumers are not solely dependenton cable chargers anymore, althoughownership is relatively rare, with fewer thanone in ten smartphone owners purchasing awireless charger separately, which is nearly asmany as for cable chargers. This might indicate71%a change in68%the market for cable chargers61%60%57% wireless world.55% 54%entering the new52%51%49%47%39%43%48% 49% 50%40%81%72%69%Are we cutting the wire?Ownership of wireless earphones andheadphones is still low compared to wiredalternatives, even though wireless devices havebeen available for years. Wireless Bluetoothheadphones hit the market in 2004 andbecame viable alternatives for traditional wiredheadphones in 20103. When Apple Airpodslaunched in 2016 at the same time as theheadphone jack were removed from iPhones,many were “forced” to switch to wirelessalternatives 4. Given the rate at which newtechnology is normally picked up by consumers,why are ownership levels of wireless devicesnot higher in 2019? It might be that consumersdo not think that going wireless really addsenough value to support the price difference.Are accessories for everyone?Accessory ownership is clearly correlated toage. Younger smartphone owners have moreaccessories, and ownership decreases as agegoes up (Figure 6). This is not surprising as wesee the same trend for use frequency. Youngersegments are heavier users of their phones. Forinstance, we see that for all apps listed in thesurvey, respondents aged 18-24 report higherhourly use than older respondents. Heavier useis likely to induce consumers to protect theirphones, extend battery life and generally havea better experience.66%71%61%61%51%68%55% 54%57%49%Wired earphones66%59%52%Power bank48%47%39%41%31%36%52%47%23%Screen protector18-2425-3430% 28%18%Wireless headphones35-4445-5443%48% 49% 50%26%22%19%18% 16%14%11%7%65-75Base for 2019: All adults 18-75 who have a phone or smartphone in Sweden (1775), Norway (942), Denmark (1042),Finland (1035). Source: Nordic edition, Deloitte Global Mobile Consumer Survey, 2019.Smartphone: the centre of attentionThe market for IoT devices and for smartphoneaccessories can be considered as anecosystem, with the smartphone at the centre.In many ways the smartphone is the key to theconsumers’ connected IoT devices, as it actsas a remote or a mobile display pad. Similarly,the phone is the centre of attention for allthe accessories and gadgets that enhancethe customer experience. This all turns intoa positive upward spiral for the future of thesmartphone: the complementary markets arereinforcing the importance of the smartphoneand boosting its future value and growingthe overall ecosystem. This goes for onlineshopping as well – which we will investigate inthe next section.0952%ScreenWireless chargerMen tend to be quicker to buy and use newsmartphone accessories than women. Theyalso own more smartphone “gadgets’’ suchas wireless accessories, power banks andmemory cards, while women own more safetyaccessories such as phone cases and screenprotectors.59%45%Memory cards23%13%Wireless earphones55-6451%40%Wired headphones32%66%60%39%45%Phone cases and power banks are very popularand are usually purchased separately. These areaccessories necessary to prevent damage andto increase batterytime. Basically, peoplelovePower bankWired headphonesMemory cardstheir smartphones and are using them moreand valuing them more highly: accessories thatmake the phones sturdier and able to be usedfor longer are seen as useful things.Global Mobile Consumer Survey Section 1Figure 6. Accessories ownership across generationsWhich of these accessories/services for your phone do you own? - Total ownership
The smartphone– a retail top shelfWhat started as online versions of physical stores are now acomplex ecosystem where it is sometimes hard to differentiatebetween communication apps and classic online shopping services.The modern smartphone has evolved overthe last decade from new technology to anessential modern-day-multi-tool, both in theprofessional and private life of the consumer.Over the course of the last three years, thetechnology has evolved, as has the market. Thetransition from traditional means of acqu
The smartphone penetration is nearly complete, which means fertile ground for the growth of complementary markets such as Internet of Things devices and smartphone accessories. The Smartphone universe With smartphone penetration of 92 per cent in 2019, it is fair to say that there is a smartpho
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Consumer (and business) buyer and market behaviour Trier 3 . Previewing concepts (1) Define the consumer market and construct a simple model of consumer buyer behaviour Demonstrate how culture, subculture and social class influence consumer buying . – Consumer
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