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Ericsson ConsumerLab: Smartphone Usage Experience Report
For more from the ConsumerLab visit: http://www.ericsson.com/thinkingahead/consumerlab
Having access to an internet connection has become an integrated part of everyday life.
Each day, around 40 percent of
smartphone owners use their
smartphones before they have
even got out of bed. On the morning commute, data usage peaks at nearly 70 percent and remains high throughout the day, with users accessing the network in short and frequent bursts.
For the purpose of this report, Ericsson ConsumerLab conducted surveys across
Finland, Switzerland and the Netherlands. Consumers were asked to discuss their
perception of network quality, including current satisfaction levels and common problems
encountered. from this, it was possible to assess the potential impact for operators. The findings compare feedback from 3,000 smartphone users who took part in an online survey alongside the experiences of a further 500 smartphone users. These 500 users were provided with a tailor made app with which to log the nature and frequency of any issues encountered – and their reactions to these issues.
Ericsson ConsumerLab: Smartphone Usage Experience Report
consumerlabSMARTPHONEUSAGEEXPERIENCEThe importance of network qualityand its impact on user satisfactionAn Ericsson Consumer Insight Summary ReportJanuary 2013
contents METHODOLOGYAll day every day 3 Smartphone Usage Experience 2012where we are now 4 For the purpose of this report, EricssonWhat makes a good experience? 5 ConsumerLab conducted surveys across Finland, Switzerland and the Netherlands.Getting to the root of the problem 6 Consumers were asked to discuss theirEasing frustration 7 perception of network quality, including current satisfaction levels and common problemsThe blame game 8 encountered. From this, it was possible toAchieving network satisfaction 9 assess the potential impact for operators.The wow factor 10 The findings compare feedback from 3,000 smartphone users who took part inSpread the word 11 an online survey alongside the experiences of a further 500 smartphone users. These 500 users were provided with a tailor made app with which to log the nature and frequency of any issues encountered – and their reactions to these issues. ConsumerLab Analytical Platform 2012 To capture a more global perspective, Ericsson ConsumerLabs Analytical Platform was used, incorporating information from annual consumer surveys carried out in over 40 countries, including more than 100,000 interviews. The data used in this report represents a sample of the global population aged 16 to 60. Ericsson consumerlab the voice of the consumer Ericsson ConsumerLab has more than 15 years’ experience Both quantitative and qualitative methods are used, and hundreds of studying people’s behaviors and values, including the way of hours are spent with consumers from different cultures. they act and think about ICT products and services. Ericsson ConsumerLab provides unique insights on market and To be close to the market and consumers, Ericsson consumer trends. ConsumerLab has analysts in all regions where Ericsson is present, which gives a thorough global understanding Ericsson ConsumerLab gains its knowledge through a of the ICT market and business models. global consumer research program based on interviews with 100,000 individuals each year, in more than 40 countries All ConsumerLab reports can be found at: and 15 megacities – statistically representing the views of www.ericsson.com/consumerlab 1.1 billion people.2 ERICSSON CONSUMERLAB SMARTPHONE USAGE EXPERIENCE
All day every dayHaving access to an internetconnection has become anintegrated part of everyday life.Each day, around 40 percent ofsmartphone owners use theirsmartphones before they haveeven got out of bed. On themorning commute, data usagepeaks at nearly 70 percent andremains high throughout the day,with users accessing the networkin short and frequent bursts.Many services and apps arebased in the cloud, which meansthat ensuring high quality internetaccess is not just an advantage – 40it’s a necessity. Users who of smartphoneexperience regular issues will owners use their On the morningquickly lose patience, become smartphones commute, before getting 70 percent ofannoyed and start to searchfor better alternatives. PERCENT out of bed users use data Key findings ccess is essential – A eliability is valued – R uality should Q users depend on having broad coverage where exceed expectations – access to a good internet needed and a fast and to really stand out from the connection. Without a good reliable network are very competition, operators need connection, the value of important – these are the to deliver an experience owning a smartphone is lost. strongest drivers of that exceeds users’ current Users want to be able to use network satisfaction. expectations. To do this they their smartphones and apps must deliver a high quality of regardless of time or place. atisfaction means loyalty – S experience across all services ensuring a high level and applications, in any Issues are common – of network satisfaction is situation, and for all devices. a majority of users experience crucial, and a great way regular glitches, the most to generate good word atisfaction scores higher – S common being internet of mouth and increase users who are very satisfied connection issues, app/service customer loyalty. with the performance of their crashes and slow speeds. network have a positive effect on the Net Promoter Score. ERICSSON CONSUMERLAB SMARTPHONE USAGE EXPERIENCE 3
Where we are nowCurrent satisfaction levels Figure 1: Network satisfaction levelsIn the world of consumers, customer satisfaction isclosely linked with brand perception. The total consumer 60% 53%experience is made up of many parts, with loyaltybuilding, service support, account management, billing 50% 45% 40% payment and the initial purchase process each playinga formative role. This study has a specific focus on the 30%role that network quality has to play in this equation. 20%Figure 1 shows the proportion of users who are satisfied 10% 2%with their current network. The results demonstrate that 0%just over half of all users would describe themselves High Medium Lowas very satisfied, with very few reporting themselves Source: Ericsson ConsumerLab, Smartphone Usage Experience 2012 Study base: Smartphone users in the Netherlands, Finland and Switzerlandas particularly dissatisfied. This leaves 45 percentremaining who do not feel strongly either way. This posesa clear challenge, and an opportunity for operators tosignificantly increase their numbers of satisfied users, Room for improvementand therefore the strength of their brand. According to our results across Finland, SwitzerlandAcross the world, there is notable variation in levels of and the Netherlands, nearly everyone has at someuser satisfaction with mobile operators. Speed of the point experienced difficulties with attempting to usemobile network is considered one of the most important apps or accessing the internet using their smartphone.factors for ensuring a high level of satisfaction, and For the most part these problems are minor, andyet as Figure 2 shows, this is the parameter with the users understand that they are bound to occurlowest level of satisfaction overall. Only 29 percent from time to time.of respondents globally claimed to be satisfied with But for almost half of all smartphone users thesetheir network speed. However, if you take the UK as a issues are at best a weekly occurrence, with 16 percentseparate entity this figure actually rises to 40 percent, experiencing them daily. Often it can be the samewith India, Japan, Germany and Brazil showing the issue that comes up again and again. When problemslowest levels of satisfaction with network speed. start to happen on a regular basis, users find this lessOverall, China, Germany and Japan have below average excusable and begin to view them as irritations.levels of satisfaction with their operators generally. Frequency of use also has an effect on the regularity ofBrazil, India, Italy and Russia each have higher than disturbances, as heavier users are more likely to encounteraverage levels of satisfaction, on the whole. It should be them simply by spending more time on their smartphones.noted that these figures are based on local conditionsand what users in these regions have come to expect. In general, the perception is that glitches are unavoidableThis will have an impact on how satisfied people are from time to time. However, most expect to see ancompared to their peers from less developed countries. improvement in the future as technology develops.Figure 2: Global mobile operator satisfaction levels Source: Ericsson ConsumerLab, Analytical Platform 2012 Study base: Mobile phone users10080604020 0 lia na a y ia ly n ia en S il K l di ta an pa az U Ita ra er ss U hi ed In To m st ig Br Ja C Ru Sw er N Au G Quality of voice calls Network coverage Customer service Speed of the mobile network4 ERICSSON CONSUMERLAB SMARTPHONE USAGE EXPERIENCE
WHAT MAKES AGOOD EXPERIENCE? Quality is having access to the network anytime, Anywhere. The provider is responsible for this.” Consumer voice Figure 3: Elements that make up the consumer experience Customer relation Billing and Initial purchase process Account management Service and support Loyalty building payment process Service usage Smartphone apps/ Network and service performance Price plan/offers ecosystem/other devices Source: Ericsson ConsumerLab 2012What users want Creating an optimal experienceThe ingredients for a good quality experience can be It is not enough to focus on network qualitysummarized in four words: convenience, immediacy, alone. Service providers need to examine theirsimplicity and reliability. Users want a service that is entire operations in order to provide a trulyefficient, predictable and easy to use. Factors contributing optimal experience.to a poor quality experience include lengthy loadingtimes, no access, crashing, slowing down, poor battery Figure 3 shows the key elements that make up thelife or anything potentially complicated or confusing. user experience as a whole, in addition to network and service performance. ERICSSON CONSUMERLAB SMARTPHONE USAGE EXPERIENCE 5
GETTING TO THE ROOTOF THE PROBLEMFigure 4: Services causing problems in Finland Services causing the most complications Figure 4 shows the services generally causing the most problems, according to our app-based findings 4% in Finland. Web browsing and use of social networks 9% received the most reports, followed by file upload/ 26% download, messaging and video. 8% Of the complaints received due to web browsing issues, nearly 30 percent were due to slow loading times. A further 18 percent found that the page did not fully load, 13 percent couldn’t connect to the web page and 10 percent could not connect to the internet at all. 10% WEB BROWSING 43% SOCIAL NETWORKS cause the most complications Smartphone usage pain points Listening to music/radio/sound Issues considered the most frustrating for users Listening to chatting or emailing Messaging, music/radio/sound include poor internet connection, app crashes Messaging, chatting or emailing Watching video (streaming) and slow speeds. This frustration stems from the Visiting a video (streaming) Watching web page/social network desire to be constantly connected, as discussed Visiting a webor uploading network Downloading page/social a ﬁle on page 3. On the other hand, the successful aversion (e.g. app, video/music clip a ﬁle Downloading or uploading or document) of these three issues can play a significant role in Other (e.g. voice, banking, or document) (e.g. app, video/music clip gaming, etc.) improving the user experience, as well as increasing Other (e.g. voice, banking, gaming, etc.) data consumption among light and frequent users.Source: Ericsson ConsumerLab, Smartphone Usage Experience 2012Study base: Smartphone users in Finland6 ERICSSON CONSUMERLAB SMARTPHONE USAGE EXPERIENCE
EASING FRUSTRATIONFigure 5: How users perceive problems80% Very often70% Often60% Less often50%40%30%20%10% 0 Very disturbing Disturbing Not so disturbingSource: Ericsson ConsumerLab, Smartphone Usage Experience 2012Study base: Smartphone users in the Netherlands, Finland and SwitzerlandA case of inconvenience x frequency Figure 6: Problems according to locationIn general, users consider most problems to beminor. However, when they actually occur theycan be viewed as quite disturbing. Figure 5 shows 5% 3%the level of personal disturbance users perceiveto be caused by connectivity issues in the moment.Two thirds of all problems are considered ‘very 10%disturbing’, of which 30 percent occur frequently.In other words, 1 in 3 problems are both disturbingand regularly encountered.However, not all issues are equal. Among all problems 15% 54%users are experiencing, the most frustrating ones areinternet connection issues, app crashes and slowspeed. This resonates with the need to be constantlyconnected and have a great experience while usingthe smartphone. Interestingly enough it is the sameissues – faster connection, better coverage and better 13%battery life – which are the most important drivers forencouraging light and frequent users to use more data.Figure 6 indicates that more than half of the issuesexperienced with the network occur at home, with afurther 30 percent taking place outside, at work or on AtAt home homethe commute. This could be due to the fact that people AtAt school or school or work worksimply spend more time at home using smartphones Commuting (bus/train/car)compared to the rest of the day. Commuting (bus/train/car) Outside InOutside a public building (shop/mall/other) Other In a public building (shop/mall/other) Other Source: Ericsson ConsumerLab, Smartphone Usage Experience 2012 Study base: Smartphone users in the Netherlands, Finland and Switzerland ERICSSON CONSUMERLAB SMARTPHONE USAGE EXPERIENCE 7
THE BLAME GAME Figure 7: Main contributors to usage problems Figure 8: Action taken when problems are encountered Slow mobile (3G) network 52% Try again and wait 47% Poor mobile (3G) network Put the phone away and coverage out and about 38% do something else 39% Bug in the app 31% Close and restart app 35% Poorly designed/slow app 29% Restart the phone and try again 26% Poor mobile (3G) network coverage at home 27% Move to another place 18% Switch from mobile Poor WiFi 22% 3G to a WiFi network 18% Smartphone is too slow 19% Delete app and re-install 7% Too many users trying to access same service/server 16% Use content already have phone 7% Too many apps running at the same time 15% Something else 5% Low memory on your phone 15% Delete the app and not re-install 4% Too many users in the same place 12% Source: Ericsson ConsumerLab, Smartphone Usage Experience 2012 Study base: Smartphone users in the Netherlands, Finland and Switzerland Quality of the smartphone 11% Network App Smartphone Other of smartphone users 39% Source: Ericsson ConsumerLab, Smartphone Usage Experience 2012 Study base: Smartphone users in the Netherlands, Finland and Switzerland will put their phones away if a problem is encounteredIdentifying the main contributors Actions taken when encountering problemsIn the eyes of the user, most connectivity issues Figure 8 shows the typical action taken in responsetend to be associated with the operator. If these to connectivity problems. Many will be patient andproblems occur more regularly than once a week either try again, or wait for the network or device to load.then overall satisfaction with the operator is likely Nearly 40 percent will put their phones away, along withto deteriorate – even if the problem is not related. a further 7 percent who will switch to content already on their phones. This adds up to roughly half of all problemsFigure 7 shows what users believe to be the main leading to loss of network use. Very few users will takecontributors to usage problems. A slow network is one action that results in removing the application altogether.of the main contributors, along with poor coverage andapp malfunctions. Slow or low memory smartphonesare also contributors, and yet interestingly in the caseof iPhone users, only 2 percent blamed the handsetfor their usage issues.8 ERICSSON CONSUMERLAB SMARTPHONE USAGE EXPERIENCE
ACHIEVING NETWORKSATISFACTIONThe formula for satisfied users In many ways, you could argue that reliability is of greater importance than speed. If an adequateWe have already seen that overall, users are minimum speed could be guaranteed in all areas,fairly satisfied with their network operators. But it is very likely that satisfaction would increase. Tothere is still a lot of room for improvement. Figure 9 achieve a reliable network, operators should identifyshows the correlation between individual factors and the weakest points and make an effort to improve innetwork satisfaction. From this, it is possible to these areas, rather than increasing speeds in areasobserve that coverage and speed are the key areas that already have a reliable connection.for driving satisfaction. For an operator to really standout, they must be able to provide high quality data Factors such as clarity of voice calls, price plan andservices combined with an excellent 3G or 4G customer service are considered basic prerequisitesnetwork that offers broad coverage and a reliable for any network. Other factors of lesser importanceconnection to the internet. include battery life, operating system and the model and brand of the handset. These factors are certainly of importance to a smartphone user, but have a negligible impact on network satisfaction. Figure 9: Drivers of network satisfaction Fast connection to the internet 0.55 Strongest drivers of network satisfaction Mobile 3G coverage 0.54 Operators customer service 0.45 Clarity of voice calls/signal (outside) 0.44 Network Price plan 0.41 App Reliability of apps 0.35 Smartphone Handset navigation speed 0.34 Other Data allowance 0.33 Battery life 0.28 Operating system 0.22 Brand of handset 0.21 COVERAGE Content and applications 0.20 AND SPEED are the fundamentals Source: Ericsson ConsumerLab, Smartphone Usage Experience 2012 for driving network Study base: Smartphone users in the Netherlands, Finland and Switzerland satisfaction ERICSSON CONSUMERLAB SMARTPHONE USAGE EXPERIENCE 9
THE WOW FACTOR Generating recommendations Figure 10: Potential impact of network satisfaction on Net Promoter Score (Users with high Net Promoter While most customers are generally satisfied, Score vs average score for all users) many operators are not doing enough to create Users with high network All users the exceptional experience necessary to generate satisfaction (Net Promoter Score) (Net Promoter Score) good recommendations from their existing customers. This has an impact on the number of new customers the operator is likely to attract. +45 Figure 10 shows the impact of network satisfaction on a user’s inclination to recommend +30 their operator. The Net Promoter Score provides an overall measure of how likely a brand is to be +15 promoted by its existing customers. In order to +6 improve the Net Promoter Score, operators must find ways to improve network satisfaction among -12 its existing customers. Users with a high level of network satisfaction are more likely to become promoters and spread good word of mouth. -30 These users are also more likely to remain loyal to their operators. Operator 1 Operator 2 Operator 3 Those with low to medium network satisfaction Source: Ericsson ConsumerLab, Smartphone Usage Experience 2012 are very unlikely to recommend their operator Study base: Smartphone users in one of the studied markets. Brand of operators undisclosed to others. Even if they are relatively satisfied, it takes the wow factor to inspire people to want to Users with a high level of actively promote their operator. In this sense they network satisfaction are can be termed as ‘detractors’ – as lack of positive more likely to remain loyal feedback can be interpreted as negative. to their operators.10 ERICSSON CONSUMERLAB SMARTPHONE USAGE EXPERIENCE
SPREAD THE WORDLook after your existing customers – of those with medium network satisfaction. Byand they’ll look after you. moving as many users as possible from medium to high levels of satisfaction, operators can improve theLooking ahead, it is going to become more and likelihood of retaining customers by 50 percent.more important for operators to focus on retainingand pleasing their existing customers rather than Furthermore, it is crucially only highly satisfied usersacquiring new ones. For this to happen, these existing who will act as promoters and begin to generate goodcustomers must be highly satisfied with their current word of mouth – thereby increasing the likelihoodservice. Of those questioned, 80 percent who claimed of attracting new customers. In this way, increasinghigh network satisfaction said that they planned to stay network satisfaction can have a significant impactwith their current operator, compared to just 53 percent on an operator’s Net Promoter Score. Figure 11: Loyalty to current operator 80% USERS WITH HIGH 53% USERS WITH MEDIUM NETWORK SATISFACTION NETWORK SATISFACTION Source: Ericsson ConsumerLab, Smartphone Usage Experience 2012. Study base: Smartphone users in the Netherlands, Finland and Switzerland ERICSSON CONSUMERLAB SMARTPHONE USAGE EXPERIENCE 11