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The mobile maze: Survey results and key findings - EY - Global

The mobile maze

Survey results and key findings

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Average number of services used occasionally or regularly, prepaid and postpaid

Service awareness and affinity for respondents with no intention of using mobile services

The consumer study shows that smartphones do unlock new services, but that regular usage remains low.

The key messages that emerge from the survey are:

Widespread usage of value-added mobile services

Web browsing, social media and messaging lead the way in term of consumer service usage. However, while willingness to try new services is relatively high, a sizable minority of consumers remain resistant.

Device and network capabilities determine service usage

Smartphone owners have the highest usage profiles, using an average of 5 value-added services “occasionally” or “regularly” — twice as many as non-smartphone owners. Network capability is also an important factor in service usage, while the payment plan appears to have little impact.

Average number of services used occasionally or regularly, prepaid and postpaid

Average number of services used occasionally or regularly, prepaid and postpaid

Non-smartphone users more averse to mobile data services

More than half of smartphone owners use mobile web browsing, social media, third-party app stores and mobile video. However, the reluctance to use mobile payments was more marked than with other services.

Among non-smartphone owners, over half browse the web and use social media, but more than 4 out of 10 don’t intend to use other services.

Service usage varies according to income, age, location and gender

Consumers with higher personal disposable income tend to use more services. Service usage is highest among the 25- to 30-year age group, which also has the highest penetration of smartphones.

Lack of awareness and perceived relevance inhibit mobile internet services take-up

Many mobile internet services lack relevance to end users. While social media and mobile video have a high level of awareness, a high proportion of non-users of these services say that they are not relevant to them personally.

Low awareness of services is most pronounced among younger users.

Service awareness and affinity for respondents with no intention of using mobile services

Service awareness and affinity for respondents with no intention of using mobile services

Poor network quality acts as a brake on take-up and continued usage

Poor signal strength undermines the customer experience and slows adoption and usage.

More positively, improved network quality can stimulate uptake. For customers considering using mobile internet services, Wi-Fi access and improved network signal strength are two of the top reasons to try them sooner.


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