Smartphone, Tablet Ownership Sky-High in the Netherlands - eMarketer
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Smartphone, Tablet Ownership Sky-High in the Netherlands

Digital video and social media are popular activities on both devices

July 31, 2015 | Mobile | Mobile

The Netherlands is home to some of the most digitally savvy consumers in the world, and smartphone ownership is now nearly universal among internet users in the country, based on a recent survey by GfK Netherlands. The number of tablet owners in the country is also high, and consumers are using such devices for both communication and entertainment.

Smartphone Owner Penetration in the Netherlands, June 2014 & June 2015 (% of internet users)

According to the June 2015 research, 80% of internet users ages 13 and older in the Netherlands, or 10.6 million people, owned a smartphone. Penetration was especially high among young respondents: 96% among those ages 13 to 19. This was an increase from 89% one year earlier.

The top three smartphone activities among all respondents were social media (68%), watching videos (33%) and listening to music (32%), GfK found. Another 15% also watched TV programming on their smartphones, up from just 6% in 2011.

Tablet penetration in the Netherlands has increased steadily over the past several years, and the share of tablet users in the country has surpassed the share of those who own a desktop computer. According to GfK’s research, 65% of internet users in the Netherlands, or 8.6 million people, owned a tablet in June 2015, vs. 60% who owned a desktop.

Tablet Owner Penetration in the Netherlands, June 2014 & June 2015 (% of internet users)

The two most common tablet activities were the same as those on smartphones—social media (64%) and watching videos (39%). Watching TV programming via tablet was somewhat more popular (26%), which may be partly due to the larger screen size.

eMarketer estimates that 71.4% of internet users in the Netherlands, or 10.4 million people, will use a smartphone at least once per month in 2015. The number of tablet users will reach 9.1 million people, or 62.6% of internet users, in the same time period.

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