Network quality is more important than price - and likely to be the deciding factor - when it comes to smartphone consumers choosing a mobile network.
This was revealed in Ericsson ConsumerLab's latest research project, the “Smarter Mobile Broadband” study. The research was conducted to determine whether smarter traffic management and charging of mobile Internet could improve the consumer experience, at the same time as securing operator revenue.
While the study, released on Wednesday, was geared towards operators and how they could enhance the user experience in terms of Internet usage via mobile phones, key points around the behaviour and values of the consumer came to light.
The study found the main factors that sway mobile Internet users in favour of one network operator over another, are network quality and coverage, the price for using data service and how easy it is to understand the given operator's data plan.
Data desire
While Ericsson's study involved 2 300 interviews across the US, UK, and the predominantly prepaid, emerging markets of Indonesia and Brazil, World Wide Worx MD Arthur Goldstuck says the trend identified internationally applies strongly to the South African market. He says, although each market's dynamics differ - even within Africa - there is a blanket trend that has been identified in SA in terms of data.
“[In SA] we are finding more and more that people are willing to pay more for a data service if it means getting a better connection. A low price on its own is meaningless if the promised service is not delivered,” says Goldstuck.
The Ericsson study further points to consistent access and differentiated offerings as being high up on users' priority lists. “By allowing users to have unlimited access to the specific services they use very frequently - those incorporated in their everyday lives - they are less likely to worry about restricting themselves. This has great appeal for consumers. The results of the study show there is considerable interest in paying for not being restricted in usage of specific social networking services in particular.”
Local satisfaction
According to World Wide Worx's latest mobility study “The Mobile Consumer in SA 2011”, Vodacom customers are by and large most satisfied with the network service quality they receive.
The study showed that, while Cell C customers are the least satisfied in urban areas, with 18% claiming they are happy with the network, MTN customers are least satisfied in rural areas, with 24% saying they are satisfied with the network.
“In urban areas, [between 2010 and 2011], MTN satisfaction increased from 23% to 27%, Vodacom satisfaction decreased from 32% to 30% and satisfaction with Cell C remained stable.”
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