A report into the effect of the mobile internet on mobile operator satisfaction and mobile phone purchase decisions.

1. Mobile Internet and Operator Satisfaction April 2011 Licensed by Creative Commons

2. Methodology Intro Social Networking and Games Devices and Browsers Agenda

3. On Device Research Services On Device Answers Contextual Research On Device Panels Global mobile consumer research panels. Quick and affordable insight from any country Device agnostic survey product. Works on feature phones, smartphones, PC’s, iPad’s, etc’ Understand behaviour and attitudes, linked to time and place using GPS enabled mobile diaries

5. 5 question types available.

6. Automatically identifies device, carrier and GPS location (where possible).

7. Consumers fulfil survey on the mobile internet.

8. The sample is representative of mobile internet browsers and weighted by OEM share and demographics.

9. Survey results are processed and analysed.

11. Summary Much has been made about the explosion of mobile media usage over the past few years. In a summary of recent studies On Device Research will look into how this shift in behaviour effects consumer satisfaction with mobile operators, mobile phones and mobile phone purchase decisions. Mobile operators have often talked about the strain placed on their networks by mobile internet usage, however this change in behaviour is increasing customer satisfaction, reducing churn and heavily influencing the phones consumers buy. To give an understanding of consumer opinion in developed and emerging markets data was analysed from the UK, India and Kenya. All data was collected in Q1 2011 directly on the mobile internet.

12. Frequent mobile internet users are happier with their mobile phone As the mobile internet becomes more important to consumers lives and is used more frequently, people become happier with their device. The trend is seen across all countries analysed in this report, with Kenyans showing the largest increase, and Indian’s (where 3G services have only just launched) showing the smallest increase. +19% +6% +43% Countries: UK, India, Kenya Date: Q1 2011 N= 4526

13. There is a direct link between device and operator satisfaction Consumers perceive that the quality of their device is linked to the quality of service provided by their mobile operator. The graphs below show a similar pattern for operator and device satisfaction in both the UK and India. The correlation between the two variables is 0.47 in the UK, 0.73 in India and 0.57 in Kenya (0 = no correlation 1 = perfect correlation). This indicates that as one satisfaction metric moves, so does the other. Countries: UK, India, Kenya Date: Q1 2011 N= 4526

14. Frequent mobile internet users are happier with their mobile operator As the mobile internet becomes part of consumers daily lives, the increased engagement with the device increases satisfaction with it, which in turn creates happier customers for mobile operators. This trend is seen across all countries analysed in this report. +22% +26% +10% Countries: UK, India, Kenya Date: Q1 2011 N= 4526

15. Social networkers are 10% more satisfied with their mobile operator in the UK Different services have varying levels of influence on operator satisfaction. Social networkers show the biggest increase in operator satisfaction, compared to those who don’t use the service. In emerging markets, such as India, interactive and rich media services like games and music have a larger impact compared to the UK. +10% +3% +4% +3% +14% +8% +11% +1% Countries: UK, India Date: Q1 2011 N= 3775

16. Methodology Intro Social Networking and Games Devices and Browsers Agenda

17. Social Networking and Games Social networking has been one of the major driving forces behind the explosion in mobile internet growth. The mobile device has always been about communicating with others, social networking enhances the mobile phones ability to meet that need. The results shows that social networking has a disproportionate effect on consumers satisfaction with their operator, whilst services such as instant messenger, have a similar influence. In emerging markets this trend also runs true however other services, such as mobile games also have an effect. In many developing countries, there isn’t an alternative method of playing computer games. This lack of alternative has a large effect on consumers and they love their device and operator as a consequence.

18. Frequently mobile social networkers more satisfied with their operator Not only does social networking effect operator satisfaction, but those who use it almost everyday have a 12% higher average satisfaction score compared to those who use it less than a few times a month. +12% Countries: UK Date: Q1 2011 N= 751

19. Facebook influences mobile device purchase decision for 39% of mobile media users In a recent study with Vision Mobile, 39% stated that Facebook is very important to them and that they would buy a new phone just to have it on it. To emphasis its growing influence just 18% stated that they don’t use Facebook, whilst 1% said ‘What’s Facebook?’. Countries: UK Date: Q1 2011 N= 751

20. Facebook influences half of 16-18 year olds mobile purchase decisions Facebook’s influence over mobile purchase decisions, especially for younger demographics, is particularly encouraging for it considering the planned launch of the Facebook phone. Countries: UK Date: Q1 2011 N= 751

21. Blackberry instant messenger users love their device and operator Although social networking has become the dominant mobile internet service, Blackberry Messenger (BBM) has also gained a large amount of publicity for its uptake by younger demographics. Not only is this helping their device satisfaction score, but as we have proven previously in this report, it has a knock on effect of influencing operator satisfaction +12% +6% Countries: UK Date: Q1 2011 N= 751

22. Mobile games influence mobile purchase decisions in Kenya In Kenya being able to play high quality games on a mobile phone influences the purchasing decision for 89% of mobile internet users. This huge percentage indicates the significance of the mobile phone in countries where many people have never used interactive media before. Countries: Kenya Date: Q1 2011 N= 1069

23. Mobile gamers love their device and operator in Kenya People that play games on their phones almost everyday are more satisfied with their operator and device compared to the market average. Once again, the data shows than whenever consumer are more engaged with their mobile device, they are happier with their mobile operator. Countries: Kenya Date: Q1 2011 N= 1069

24. Methodology Intro Social Networking and Games Devices and Browsers Agenda

25. This report has shown that frequent mobile internet users are happier with their mobile operator. So which mobile devices, operating systems and browsers should operators push in help increase customer loyalty? In the UK iPhones, HTC and Blackberry devices create positive word of mouth momentum for the mobile internet, as measured through the net promoter score. This positive word of mouth increases usage and in turn operator satisfaction. In developing countries, such as India, where consumers use lower end devices, those who use the Opera browser are more loyal to their mobile operator. Devices and Browsers

26. iPhones, HTC and Blackberries create positive word of mouth for the mobile internet Smartphones made by Apple, HTC (normally Android devices) and Blackberry are creating positive word of mouth for the mobile internet, which influencing the frequency of mobile internet usage and operator satisfaction. Countries: UK Date: Q1 2011 N= 751

27. Opera browsers more loyal to their mobile operator in India We asked mobile Internet users-“How likely are you to stop using your current mobile operator?” Opera browsers are 9% less likely to state that they want to stop using their mobile operator, compared to those who don’t use Opera. +12% -2% -9% Countries: India Date: Q1 2011 N= 2706

28. Alistair Hill On Device Research alistair@ondeviceresearch.com +44 (0) 7931 518 232 Follow us on Twitter (@ondevice) Follow us on Slideshare Thank You Licensed by Creative Commons