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The mobile maze: Isolating the inhibitors to take-up - EY - Global

The mobile maze

Isolating the inhibitors to take-up

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% of those who have stopped using a service because of overspending concerns and poor understanding of pricing

% of non-users who do not want to give personal details or credit card information

One factor inhibiting consumer adoption is low customer understanding of mobile service offerings.

Lack of understanding is undermining trust and fueling confusion around pricing.

The major inhibitors to take-up of mobile service usage are:

Confusion about mobile data tariffs

Consumers are deeply confused about data tariffs. One in 3 respondents say they cannot understand mobile data tariffs effectively. Only 1 in 5 customers claim they can make an accurate judgment of the best tariff option.

The proportions saying they “don’t know” are especially high in the US and the Netherlands, suggesting that consumers’ confusion over tariffs is especially strong in highly developed markets with 4G offerings and tiered pricing for mobile data.

Lack of information about new services

The sense of confusion extends to services, with less than 1 in 5 of respondents saying they believe they can very effectively discover the value of new service offerings. Only 18% feel they can make an accurate value judgment when assessing new services, although the level of understanding is higher in the youth segments.

Fear of overspending and poor understanding of pricing

A high proportion of trialists and lapsed users cite fears of overspend and a lack of understanding of pricing options as reasons for discontinuing their use of a service or for not taking it up after trying it out.

% of those who have stopped using a service because of overspending concerns and poor understanding of pricing

Privacy and security concerns

One in 4 non-users of mobile social media and mobile money services cite unwillingness to give personal details or credit card information as reasons for rejecting these services.

Operators need to carefully consider the balance between the security and convenience of mobile internet services.

% of non-users who do not want to give personal details or credit card information


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