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The Connected Consumer Survey 2015

  • December 2014
  • -
  • Analysys Mason
  • -
  • 49 pages

Analysys Mason's "Connected Consumer Survey 2015" provides insights into consumer behaviour for mobile and fixed telecoms operators, OTT communications service providers and pay-TV and OTT video service providers, as well as network equipment and consumer electronics vendors, Internet players and businesses engaging directly or indirectly with consumers in the digital economy.

Table Of Contents

The Connected Consumer Survey 2015

7.Executive summary
8.The mobile operators with the highest Net Promoter Score were often smaller late-entrant operators or MVNOs
9.OTT video consumers in our panel used an average of three device types to view content, emphasising the need for multi-device support
10.Messaging apps are the most popular OTT communications apps, because they are easy to use and involve minimal data consumption
11.Mobile customer retention
12.Price continues to be the key driver of churn in Europe and the USA, but other factors are relevant in the Middle East and Africa and Asia-Pacific
13.Data is increasingly important to customers when choosing their next service, but price is still the most important factor for all age groups
14.Operators with the best coverage have higher NPS than competitors, but where all operators have good coverage, challengers have higher NPS
15.Postpaid customers are less likely to churn in the short term, but they may become a future churn risk
16.Fixed broadband customer retention
17.Price is the top driver of churn from fixed broadband services, but speed, reliability and value for money are also important
18.Younger people prioritise speed and are less price-sensitive than older people when selecting their fixed broadband service
19.Providers with a high NPS for mobile also scored well for fixed broadband
20.Bundles limit respondents' intention to churn: Adding mobile to a bundle reduces churn in some situations
21.Pay TV and OTT video
22.Consumers now watch video on an average of three device types and seamless multi-screen is an expectation
23.Pay-TV operators should offer access to OTT video on their set-top boxes, because consumers are plugging devices into TVs to view this content
24.OTT video is usually adopted alongside pay-TV services
25.Price was a more important driver of intention to churn than choice of content, and introductory offers were also significant
26.OTT communication services
27.Messaging was the most widely used OTT communication service on handsets, and video communication apps were used more than VoIP
28.OTT voice and messaging apps are popular - multiple apps co-exist in individual countries, but few manage to be strong across multiple markets
29.Unlimited SMS messages appear to have restricted OTT messaging penetration in some countries, but overall SMS volumes are decreasing
30.In countries that do not have large communities of immigrants, VoIP is not providing a compelling reason to convert usage from voice minutes
31.The digital economy
32.iPhone users were more likely than non-Apple smartphone users to make purchases using their mobile phones
33.Operator-led mobile money services are gaining traction, particularly in countries in the Asia-Pacific region and South Africa
34.Panel information and methodology
36.Panel information: France and Germany
37.Panel information: Indonesia and Malaysia
38.Panel information: Qatar and Saudi Arabia
39.Panel information: South Africa and South Korea
40.Panel information: Spain and Turkey
41.Panel information: UAE and UK
42.Panel information: USA
43.About the authors and Analysys Mason
44.About the authors
45.About Analysys Mason
46.Research from Analysys Mason
47.Consulting from Analysys Mason

List of figures

Figure 1: Key questions covered in our Connected Consumer Survey 2015
Figure 2: Geographical coverage of our Connected Consumer Survey 2015
Figure 3: Key figures from the Connected Consumer Survey 2015
Figure 4: Reasons given by respondents for leaving their previous operator
Figure 5: The six most important factors in deciding the next mobile tariff, 2012 and 2014
Figure 6: Increased allowances by type that are important factors in deciding the next mobile tariff, by age group
Figure 7: Net Promoter Score for mobile operators by selected countries
Figure 8: Intention to churn by contract type, 2012 and 2014
Figure 9: Net Promoter Score by contract type, 2014
Figure 10: Reasons given by respondents who intended to change fixed broadband provider within 6 months
Figure 11: Criteria by which respondents intend to select their next fixed broadband service, by age
Figure 12: Net Promoter Score for fixed broadband providers by selected countries
Figure 13: Future (6-month) intentions for fixed broadband, by combination of services bought from the same provider
Figure 14: Intention to churn by bundle, with and without mobile
Figure 15: Device types used to access paid-for OTT video services, 2012 and 2014
Figure 16: Device types that respondents plug into their TV sets
Figure 17: Proportion of respondents with pay-TV or OTT services, or both, by selected country
Figure 18: Net Promoter Score by service provider in each country
Figure 19: OTT communication app usage by category on handsets
Figure 20: Penetration of selected VoIP and OTT messaging apps by country, Africa and Asia
Figure 21: Penetration of selected VoIP and OTT messaging apps by country, Europe and the USA
Figure 22: SMS allowance per month, by country
Figure 23: SMS volume sent per subscriber, by country, 2Q 2012-2Q 2014
Figure 24: Reasons stated by tablet and PC VoIP service users for not using VoIP services on handsets, 2012 and 2014
Figure 25: Smartphone users' likelihood to purchase items using mobile devices, by device and item type
Figure 26: Penetration of mobile money services

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