The increased number of connected devices in households coupled with their adoption by multiple users is creating a complex array of bills and plans. The introduction of shared data plans, however, may be the solution to this complexity.
This is according to the Ericsson Consumer Insight report 2015, which analysed consumer value of innovations like shared data plans, and how the introduction of such plans has impacted consumer behaviour.
The results were gathered through online quantitative interviews with a total of 9 000 smartphone users.
Most smartphone users own several connected devices - a typical household has at least six digital devices, including tablets, laptops, PCs and gaming consoles, says Ericsson. These devices are usually accessed by an average of three Internet users per household, it adds.
The report states, a sharp increase in smartphone "power users" currently using shared plans will result in demand for additional capabilities and services.
Also, 57% of users have only added smartphones to their shared data plan, but around one-third of existing users and those intending to use shared data plan are looking to add tablets and other devices in future, states the report.
"The growing number of options available is creating a high level of complexity in managing multiple subscriptions. Consumers think shared data offerings can help solve this digital connectivity conundrum," says Jasmeet Singh Sethi, senior advisor at Ericsson.
The report also revealed 46% of consumers are concerned about operators' lack of clarity regarding billing. A further two in five are unhappy about the ability of operators to monitor and modify data usage.
Operators should expect increased demand from consumers for shared data plans that extend beyond current offerings and provide more transparency, says Ericsson.
Consumers are ready to embrace shared data plans, but understanding consumers' needs and expectations will help maximise consumer satisfaction, says Sethi.
As consumer needs continue to shift, so the need for innovation increases when it comes to mobile data plans, he adds.
According to the GSMA Intelligence report, the next wave of growth in the mobile industry is the mobile Internet, resulting in social and economic transformation.
The report revealed mobile operators have made significant capital investments of over US$1 trillion in the last six years, focusing on both improving network coverage and facilitating the growth in mobile broadband connections.
GSMA states there are currently 707 mobile broadband (3G and 4G) networks worldwide, of which 422 are in the developing world, and capital expenditure is expected to continue to increase in order to accommodate the growing demand in global data traffic, with investments totalling US$1.7 trillion by 2020.
The investments will drive mobile Internet usage, resulting in mobile operator data revenues surpassing voice revenues globally by 2018, it adds.
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