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The mobile maze: Identifying the key usage drivers - EY - Global

The mobile maze

Identifying the key usage drivers

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% of potential users stating that better understanding of service benefits and installation will make them try it sooner

% of occasional users stating that improved security and privacy features would make them use the service more regularly

Operators need to support and increase end users’ ability to make informed choices or a lack of understanding will continue to undermine take-up and spending.

Clear and consistent communications will support greater end-user affinity with mobile internet services.

Greater guidance on mobile services usage

Consumers need to be provided with greater insight to help them assess the value of mobile services, particularly with “substitute” services.

Clearer advertisements and communications about a new service would make potential users try it sooner.

% of potential users stating that better understanding of service benefits and installation will make them try it sooner

Improved security and privacy features

For occasional users, improved security and privacy features are likely to make them use a service more, particularly with services such as social media and mobile money transfers. Greater levels of trust in operators themselves would further spur usage.

% of occasional users stating that improved security and privacy features would make them use the service more regularly

More choice and flexibility of payment options

Mobile web browsing is an area where more flexibility and choice of payment options would spur usage. This demand is more pronounced in Europe than elsewhere in the world.

Our research also confirms that end users prefer all-you-can-eat pricing. Only 13% of respondents favor a pay-per-usage model for mobile data, against 56% favoring unlimited monthly usage plans for a fixed daily price.

Funding models for mobile applications

When asked their preferred method of payment for apps, our respondents are evenly split between different models, with free trials and payment the most popular.

Operators should seek to identify and implement flexible approaches to end-user payment for mobile apps to meet the needs and expectations of different consumers.


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