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The The Connected Consumer Survey 2015: mobilecustomer retention

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This report focuses on aspects of Analysys Mason annual Connected Consumer Survey that relate to the behaviour, preferences and future plans of mobile users in fifteen countries in Africa, Asia–Pacific, Europe, the Middle East and North America.

6.Executive summary
 7.Price is the key driver of churn for most age groups, but network factors (notably speed) were more important for the youngest respondents
 8.Bundling fixed and mobile services does not necessarily reduce churn
 9.There is a correlation between high data allowances and high NPS, but our results emphasise the importance of value, rather than just size
 10.Recommendations
 11.Recommendations
 12.Key drivers of mobile customer churn
 13.Price is the key driver of churn for most age groups, but network factors (notably speed) were more important for the youngest respondents
 14.Price dominated churn decisions in Europe and the USA, but other factors came into play in Asia–Pacific and MEA
 15.Operators with the best coverage have higher NPS than competitors, but where all operators have good coverage, challengers have higher NPS
 16.Pricing structures and churn
 17.SIM-only customers award the highest NPS, but increased churn rates suggest that competition is bringing some volatility to the segment
 18.Bundling fixed and mobile services does not necessarily reduce churn, despite positive correlations among certain service combinations
 19.Examining the effectiveness of fixed–mobile combinations in different countries provides positive and negative examples of the role of pricing
 20.Data pricing and its impact on retention
 21.Data allowance has become a more important factor than voice minutes when selecting a tariff in Europe and the USA
 22.The price of data was identified as more important than that of voice and messaging in APAC and MEA, but both are low priorities in South Korea
 23.There is a correlation between higher data allowance and increased NPS, but our results emphasise the importance of value, not just size
 24.Another dimension of data pricing is balancing the utilisation levels of allowances and managing overage
 25.Operators must balance monetising overage with increased likelihood of churn but overage policies can complement rightsizing to improve NPS
 26.Mobile data speed and customer satisfaction
 27.Speed was a greater factor in churn among younger people who are also more likely to use their handset to watch OTT video content
 28.Customers on high-speed 4G services awarded higher NPS than 3G customers, but speed is not the only variable between 3G and 4G users
 29.4G customers claim to use Wi-Fi more than 3G customers, but in general Wi-Fi usage is an indicator of concern about price and performance
 30.Network coverage is also a significant driver of churn in some countries
 31.Methodology and panel information
 32.Methodology
 33.Panel information: France and Germany
 34.Panel information: Indonesia and Malaysia
 35.Panel information: Morocco and Poland
 36.Panel information: Qatar and Saudi Arabia
 37.Panel information: South Africa and South Korea
 38.Panel information: Spain and Turkey
 39.Panel information: UAE and UK
 40.Panel information: USA
 41.About the authors and Analysys Mason
 42.About the authors
 43.About Analysys Mason
 44.Research from Analysys Mason
 45.Consulting from Analysys Mason


List Of Figures

 Figure 1: Geographical coverage of our Connected Consumer Survey 2015
 Figure 2: Main reasons for churn cited by respondents who said they intended to churn in the next 6months, by age group, Europe    and the USA
 Figure 3: Mobile customers’ intention to churn by fixed–mobile service combinations, Europe and the USA
 Figure 4: Mobile customers’ intention to churn by fixed–mobile service combinations, Spain and the USA
 Figure 5: Net Promoter Score by mobile data allowance
 Figure 6: Intention to churn within 6 months, by proportion of data allowance used
 Figure 7: Main reasons for churn cited by respondents who said they intended to churn in the next 6months, by age group, Europe    and the USA
 Figure 8: Percentage of respondents who cited a given reason for leaving their previous operator, by countries and region
 Figure 9: Net Promoter Score for mobile operators, selected countries
 Figure 10: Intention to churn by contract type, Europe and the USA, 2012 and 2014
 Figure 11: Net Promoter Score by contract type, Europe and the USA, 2014
 Figure 12: Mobile customers and intention to churn by fixed–mobile service combinations, Europe and the USA
 Figure 13: Mobile customers and intention to churn by fixed–mobile service combinations, Europe and the USA
 Figure 14: Intention to churn by service bundle, Spain and the USA
 Figure 15: Percentage of respondents who selected more data or minutes as an important factor in choice of mobile tariff, by age    group, Europe and the USA, 2012 and 2014
 Figure 16: Respondents by size of monthly voice minute and data allowances, 2012 and 2014
 Figure 17: Respondents that identified the price of mobile data, relative to that of voice and messaging, as important when selecting  their current provider, APAC and MEA countries
 Figure 18: NPS and average mobile spend per month by data allowance, Europe and the USA
 Figure 19: Mobile data allowances by usage, Europe and the USA
 Figure 20: Intention to churn within 6 months, by proportion of data allowance used
 Figure 21: Intention to churn because of speed and OTT video consumption by age, Europe and the USA
 Figure 22: Intention to churn because of speed, by country
 Figure 23: NPS for respondents with 3G or 4G service
 Figure 24: Use of Wi-Fi and Wi-Fi hotspots, by cellular technology generation
 Figure 25: Intention to churn because of poor network coverage, by country


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Reports Details

Published Date : Mar 2015
No. of Pages :46
Country :Global
Category :Telecommunications
Publisher :Analysys Mason Limited
Report Delivery By :Email
Report Delivery Time :12 to 24 hours after placing the order.

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