Mobile Broadband Survey: Analysing Consumer Attitudes and Usage

Mobile Broadband Survey: Analysing Consumer Attitudes and Usage published by Analysys Mason in January, 2010. This report price starts from US $ 2846.

Introduction

Abstract

“Mobile broadband represents both an opportunity for and a threat to MNOs. To seize the opportunity and mitigate the risk to their networks, MNOs must understand users' attitude to mobile broadband and how they use the service.”Matt Hatton, Research Director; Martin Scott, Senior Analyst.

This report, which draws on Analysys Mason' s survey of 4000 consumers in France, Germany, Poland and the UK, tracks and highlights trends in the evolution of consumers' behaviour and service usage.

Topics covered in this report include:

• awareness of, and attitude to, mobile broadband
• usage patterns including location and frequency
• future plans, including willingness to replace fixed line services with mobile broadband.

This is part of a series of survey-based reports from Analysys Mason that focuses on consumer usage of telecoms and media services. Other reports in this series examine the following segments: voice; fixed broadband; online content; and mobile content and applications.

Mobile broadband survey: analysing consumer attitudes and usage answers your key questions:

• What are subscribers' plans for adoption of mobile broadband?
• Which are the key addressable segments?
• Does mobile broadband complement or replace mobile broadband?
• Which mobile broadband subscribers use the service at home and which use it when they are out and about?
• What are the views of users and potential users on mobile broadband' s reliability, speed, price and coverage?
• How do attitudes and usage vary between high and low spenders?

Table of Contents

• 4. Document map - Executive summary
• 5. Mobile broadband is mostly complementary and has dedicated users, but non-users are sceptical
• 6. MNOs must tackle the bundling and channel implications of mobile broadband
• 7. Document map - Introduction
• 8. Introduction
• 9. France has lagged behind other European markets in mobile broadband, but is catching up
• 10. Germany has experienced steady growth after early pace-setting by T-Mobile and Vodafone
• 11. Poland has experienced fierce competition and more substitution with DSL and cable
• 12. The UK mobile broadband market is highly competitive and growing rapidly
• 13. Document map - Results
• 14. Awareness of mobile broadband is high, particularly in Poland and the UK
• 15. Mobile broadband is most popular with men and with the young
• 16. Older age groups represent attractive targets for mobile broadband service providers
• 17. Across the board, respondents indicate little intent to buy mobile broadband
• 18. Mobile broadband users represent an attractive cross-selling opportunity
• 19. Some users are becoming very attached to their mobile broadband services
• 20. Mobile broadband is largely complementary to fixed, and MNOs must be prepared for churn
• 21. Mobile broadband is mostly treated as another home connection
• 22. Unsurprisingly, the most frequent users are the highest spenders
• 23. Subscribers who are exposed to mobile broadband are critical
• 24. Mobile broadband is perceived as too expensive, but reliability is less of an issue
• 25. UK respondents are most scathing about mobile broadband
• 26. French respondents are particularly price conscious, but with good reason
• 27. German respondents also flag up price as a big barrier to substitution
• 28. Respondents in Poland speak from experience of mobile broadband and are the most critical of coverage
• 29. Most survey respondents, except for those in Poland, disagree that “mobile broadband is for me”
• 30. Users are more critical than non-users, except when it comes to price
• 31. As many as 40% of respondents may buy a laptop in the next 12 months
• 32. Laptops will be bought through traditional retail channels, rather than via MNOs
• 33. High spenders are more likely to buy laptops from MNO channels
• 34. For further information
• 35. Document map - Methodology
• 36. Methodology [1]
• 37. Methodology [2]
• 38. Document map - Authors, copyright and key to acronyms
• 39. Authors
• 40. Copyright
• 41. Key to acronyms
• 42. Document map - List of figures
• 43. List of figures [1]
• 44. List of figures [2]
• 45. Document map - About Analysys Mason
• 46. About Analysys Mason
• 47. Research from Analysys Mason
• 48. Consulting from Analysys Mason

List of figures

• Figure 1: Attitudes towards mobile broadband
• Figure 2: Use and awareness of mobile broadband, by monthly spend
• Figure 3: French survey respondents' demographic data
• Figure 4: German survey respondents' demographic data
• Figure 5: Polish survey respondents' demographic data
• Figure 6: UK survey respondents' demographic data
• Figure 7: Awareness and use of mobile broadband, by country
• Figure 8: Awareness and use of mobile broadband, by age range and gender
• Figure 9: Viewing online videos, by age range
• Figure 10: Streaming or downloading videos from websites or similar services, by age range
• Figure 11: Interest in mobile broadband, by employment status
• Figure 12: Use and awareness of mobile broadband, by monthly spend
• Figure 13: Future plans for broadband services (fixed and mobile), by spend and payment method
• Figure 14: Future plans for fixed and mobile broadband use
• Figure 15: Future plans for mobile broadband use
• Figure 16: Location of mobile broadband use, by spend and payment method
• Figure 17: Frequency of mobile broadband use, by spend and payment method
• Figure 18: Attitudes towards mobile broadband
• Figure 19: Attitudes towards mobile broadband, by country (net agreement levels)
• Figure 20: Attitudes towards mobile broadband in the UK
• Figure 21: Attitudes towards mobile broadband in France
• Figure 22: Attitudes towards mobile broadband in Germany
• Figure 23: Attitudes towards mobile broadband in Poland
• Figure 24: Agreement with the statement “Mobile broadband is for me”
• Figure 25: Attitudes towards mobile broadband, by usage and spend
• Figure 26: Likelihood of buying a new laptop computer in the next twelve months, by country, gender and age
• Figure 27: Potential source of new laptop, by country, gender and age
• Figure 28: Potential source of new laptop, by spend and payment method

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