Number of the Month: February 2013
Mobile devices, including smartphones, are becoming indispensable to our daily lives, changing consumer engagement and purchasing behaviour.
Or as David Johnson, general manager of devices for O2 (UK) puts it :
"Smartphones are now being used like a digital 'Swiss Army Knife', replacing possessions like watches, cameras, books and even laptops. While we're seeing no let-up in the number of calls customers make or the amount of time they spend speaking on their phones, their phone now plays a far greater role in all aspects of their lives."
According to the latest Forrester Report, global mobile internet usage should overtake PC-based internet usage by 2016. How quickly this will in fact become reality remains difficult to predict. However, one thing that clearly emerges from the different analyses is that the pace of change in mobile is increasing!
And while the Belgian mobile internet market might be less impressive than in neighbouring countries, smartphone penetration in the country still represents 22%, of which 14% of smartphone users made a purchase on their phone.
Have a look at some interesting results published by Google in its 2012 "Our Mobile Planet: Belgium" report.