Consumer behaviour - Deloitte

Smartphone:

the center of life

A study on Nordic mobile

consumer behaviour

Deloitte Global Mobile Consumer

Survey 2019: The Nordic cut

Contents

Introduction

03

Section 1

04

The Smartphone universe

06

The smartphone ¨C a retail top shelf

10

Industry Spotlight: Retail

14

Section 2

4G, 5G ¨C as long as we are connected,

16

18

do we even care?

Industry Spotlight: Telco

22

Social Media ¨C Mind the gap

24

The game is on!

30

My smartphone gives me a headache

38

Section 3

02

42

Industry Spotlight: Public

44

¡°I accept¡¯¡¯ ¡­ but what does this mean?

45

Say ¡®welcome¡¯ to your virtual wallet

48

Industry Spotlight: Financial Services

54

Endnotes

56

About the research & contacts

57

Introduction

Welcome to our third annual edition of Global Mobile Consumer Survey ¨C The Nordic Cut: the

report where Deloitte¡¯s Nordic TMT experts zoom in on the digital trends of mobile consumers

in Sweden, Norway, Denmark and Finland. This year¡¯s report is based on responses from

5001 respondents across the Nordics. As a start we would like to provide a sneak peek of the

interesting findings that await the reader¡­

As in previous years, the smartphone is an indispensable part of people¡¯s lives, with 92 per

cent of Nordic consumers having access to a smartphone in 2019. They prefer to use their

smartphone to check bank balances, to make video calls and to watch short videos on the

go. And as the video cameras in smartphones become extremely high quality ¨C some of

the best on the market ¨C it is no surprise that the Nordic consumers also prefer to use their

smartphones to take pictures and record videos.

This year¡¯s report also dives into the booming trend of gaming - a market which generated

somewhere close to €126.3 billion in revenue last year. This number is predicted to increase

by about 10 per cent in 2019, and every year until at least 2022. More and more people in the

Nordics are mobile gaming daily, and games like ¡®Subway Surfers¡¯, ¡®Pok¨¦mon Go¡¯ and ¡®Candy

Crush¡¯ have become household names. But is it a social thing? Or merely a time-waster that has

caught our attention? You may find the answer in section two.

Speaking of social, the smartphone is of course still making it possible for Nordic consumers

to 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 young

generation is gradually abandoning Facebook. Trending now are personal blogs on Snapchat

and YouTube, and Instagram is still a highly preferred media for keeping the social network up

to date with instant moments from daily life.

In other words: the smartphone makes it possible for Nordic consumers to stay connected

and stay updated, and few people question a smartphone¡¯s usefulness. However, this 24/7

accessibility comes with a price. More than half of the respondents in our survey report

experiencing negative side effects from using their smartphone. This debate about digital

well-being puts the tech industry in a special situation; they are being asked to help customers

detach from their phones, though their business model relies on the customers doing the

opposite¡­

We hope that you find the insights interesting. Please do not hesitate to reach out to us for

further conversations based on the content.

Jonas Malmlund

Head of Technology, Media &

Telecommunications Consulting

in Sweden and in the Nordics

Joachim Gullaksen

Head of Technology, Media &

Telecommunications in Norway

Frederik Behnk

Head of Technology, Media &

Telecommunications in Denmark

Jukka-Petteri Suortti

Head of Technology, Media &

Telecommunications in Finland

Global Mobile Consumer Survey | Introduction

03

04

Section 1

How much do Nordic

consumers use their

smartphones?

And what do they

use them for?

Global Mobile Consumer Survey | Section 1

05

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