"In Western Europe, consumers are moving away from prepaid plans, but they are largely undecided as to whether they will migrate to handset-bundled contracts or SIM-only plans."
This report focuses on aspects of Analysys Mason's Connected Consumer Survey that relate to the behaviour, preferences and plans of mobile users in Europe, South Korea and the USA. In particular, it focuses on respondents' usage of mobile services and devices.
- assesses the strength that operators have as smartphone sales channels and how this relates to consumers' choice of tariffs
- identifies which tariff types (for example, handset-bundled contracts, prepaid or SIM-only) consumers are moving towards
- analyses the impact that 4G is having on mobile users' spend and engagement with their smartphones
- discusses the effects that 4G has on customer satisfaction in terms of data speed and data allowances
- provides insight into the activities that drive engagement time on smartphones, and the role that smartphones play in video and pay-TV consumption.
SURVEY DATA COVERAGE
The research was conducted in July and August 2016. The survey groups were chosen to be demographically representative of the broader online consumer population. We set quotas on age, gender and employment status to that effect. There were a minimum of 1000 respondents per country, The total sample size was 8270 respondents.
- South Korea
- United Kingdom
ABOUT THE AUTHORS
Kerem Arsal (Senior Analyst) is a key contributor to Analysys Mason's Mobile Services research programme, which helps operators to understand, and monetise to maximum efficiency, the interplay between voice, messaging and data services. His work involves in-depth coverage of issues such as customer retention, mobile data pricing, MVNO strategies, and the impact of regulation and roaming. Previously, Kerem was a research manager at Pyramid Research, where he was responsible for setting the thematic research agenda across multiple tracks and regions. He also headed numerous projects around operator strategies, as well as commercialisation of, and demand assessment for, new products in the consumer and enterprise segments.
Heenu Nihalani (Research Analyst) is a member of Analysys Mason's Consumer Services research team in London, contributing to the Mobile Services, Mobile Devices, Future Comms and Media, and Digital Economy Strategies research programmes. Prior to joining Analysys Mason, she worked as a financial knowledge broker in London, and as a journalist and copywriter in Hong Kong. Heenu holds an MSc in financial analysis from the Hong Kong University of Science and Technology, and a Bachelor's degree in philosophy, politics and economics from the University of Warwick.