Many reports on smartphone usage in Belgium confirm that smartphones are an important part of our daily lives. But what do people use their smartphones for? Are they receptive to business communication in the form of SMS or voice calls? If as a business I target a specific age group, are these devices still the communication channel to go?
Smartphone usage in Belgium: how fond are Belgians of their smartphone?
84% of all Belgians owned a smartphone in 2018 according to the Deloitte Global Mobile Survey. Imec reveals in their Digimeter study that 45% of Flemings can’t do without their smartphone. So, the probability that your customers own a smartphone and use it frequently is of course very high. No news so far.
But did you know that Belgians check their smartphone about 43 times a day? This means that the device has become a very important part of their daily routine. So important in fact that more than one third of people check their phone within 5 minutes of waking up in the morning, according to the Deloitte survey.
What are the differences in usage between Belgians?
Students and young professionals have a similar smartphone usage in Belgium. According to the Deloitte survey, about 90% of them own a smartphone. 70% use SMS as a communication channel. Young professionals check their smartphone 46 times a day, while for students this goes up to 70 times a day.
83% of parents own a smartphone. 66% of them use SMS and they check their phone 28 times a day on average. But the most interesting statistics are the ones about people over 65 years old. According to the Digimeter study, more people over 65 years old have a smartphone than an ordinary mobile phone, in 2018 for the first time.
These statistics show that smartphone usage in Belgium is heavy among people under 65 years old. After that age, more and more people tend to get a smartphone over a regular mobile phone.
What do Belgians use their smartphone for?
According to the Deloitte study, Belgians like reading news on their smartphones and video streaming is the most widely used subscription service on smartphones. They do this through a variety of applications.
When asked to point out the functionalities they use on a weekly basis, 85% of Belgians declare using their smartphone to send SMS. 80% declare using voice calls, the Deloitte study has found. 76% of Belgians check their Emails on a smartphone and 69% use their device to check social networks at least once a week.
The Deloitte study also give insights on shopping related activities performed on a smartphone. When shopping online, researching a product or a service is the most popular. Checking bank balance and browsing shopping websites or apps are also recurrent activities.
Smartphone usage in Belgium is quite varied. Knowing this, you can start improving your company’s app or mobile website to meet your customers’ preferences.
How can these findings help your business?
The smartphone is definitely a widely used media. The statistics on the amount of times Belgians check their smartphone help to understand that the smartphone may be the best device to make sure your message is heard. Using SMS or voice calls to communicate with your customers is easy to put in place and can be applied in many ways.
Are you customers missing appointments? Send them appointment reminders directly on their phone. That way, you can be almost certain that they will see it. Do you need more insight on your customer’s satisfaction? Send a survey to measure NPS by SMS or automate more complex surveys with an automated call. The applications of automated communications are wide.
Knowing that Belgians like to read news on their smartphones, you could start a blog or an app to keep in touch with your customers. Uploading regular articles on it will create a new community around your brand. If you are a B2C company, you might want to focus on the research phase of your customers on mobile. For example, you could make sure that all the information around your products is clear and easy to find.
There are many ways that knowing about smartphone usage in Belgium can help you improve your business communication. If you want to discuss this with us, don’t hesitate to contact our sales!