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市場調查報告書

聯網消費者調查 2015年:行動客戶維繫

The Connected Consumer Survey 2015: Mobile Customer Retention

出版商 Analysys Mason 商品編碼 325757
出版日期 內容資訊 英文 46 Slides
商品交期: 最快1-2個工作天內
價格
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聯網消費者調查 2015年:行動客戶維繫 The Connected Consumer Survey 2015: Mobile Customer Retention
出版日期: 2015年03月11日 內容資訊: 英文 46 Slides
簡介

業者成功將超過資料流量的用戶收益化,但補貼那些比例流量低的客戶以免流失。

本報告由非洲,亞太地區,歐洲,北美及中東15個國家的行動用戶之態度,偏好,及未來計劃相關年度調查結果,提供您造成客戶流失的主要原因等相關分析。

目錄

摘要整理

建議

行動客戶流失的主要促進要素

  • 對大部分年齡層而言收費是客戶流失的主要促進要素但網路要素(特別是速度)對青年受訪者而言更加重要
  • 歐洲·美國客戶流失的決定性因素雖然顯然是收費,但亞太地區MEA (中東·非洲)則與其他因素有關

價格結構·客戶流失

  • SIM only客戶帶來最高NPS,但客戶流失率的增加顯示出競爭對市場部門帶來了不安的要素
  • 固定·行動服務的建立,儘管有特定服務組合加乘,仍未必可降低客戶流失

資料與費用及其對維持的影響

  • 歐洲·美國在收費選擇上,資料量比通話時間更是重要要素
  • 亞太地區·MEA資料費用比語音·通訊費用都要重要,但韓國雙方優先順位都偏低,其他

行動數據速度·顧客滿意度

  • 在有以終端來視聽OTT視訊內容傾向的青年人之間,速度是非常重要的客戶流失因素
  • 高速4G服務客戶雖然比3G客戶帶來更高NPS,但除了速度之外,3G用戶和4G用戶沒有差別

調查手法·操作資訊

圖表

目錄

Operators are successfully monetising customers who exceed their data allowances, but are paying a price in terms of churning customers, particularly those on lower allowances.

This report focuses on aspects of Analysys Mason's annual Connected Consumer Survey that relate to the behaviour, preferences and future plans of mobile users in fifteen countries in Africa, Asia-Pacific, Europe, North America and the Middle East. It is important for operators in maturing markets to understand the main drivers of customer churn, so as to target resources most effectively.


This report focuses on the following issues that are critical to the strategy of mobile operators in 2015:

  • the drivers of churn, and approaches to customer retention
  • the potential impact of fixed-mobile convergent bundling on operators' mobile businesses
  • the significance of Net Promoter Scores (NPS), and how operators can influence them
  • the impact of 4G on customer satisfaction and intention to churn
  • how data usage and allowances relate to churn.

SURVEY DATA COVERAGE

The research was conducted in July and August 2014. The survey groups in Europe and the USA were chosen to be demographically representative of the broader online consumer population, and those in Asia, the Middle East and Africa were chosen to be representative of the mobile-Internet-using population. We set quotas on age, gender and employment status to that effect. There were a minimum of 1000 respondents per country, and 22 174 respondents.

GEOGRAPHICAL COVERAGE

  • France
  • Germany
  • Indonesia
  • Malaysia
  • Morocco
  • Poland
  • Qatar
  • Saudi Arabia
  • South Africa
  • South Korea
  • Spain
  • Turkey
  • UAE
  • UK
  • USA

ABOUT THE AUTHORS

Patrick Rusby (Analyst) is the lead analyst for Analysys Mason's SME Strategies research programme, and contributes to the Mobile Services programme within the Consumer research practice. Patrick's areas of specialisation for SME strategies are SME technology trends and adoption, enterprise mobility, SaaS and IaaS services for SMEs and unified communications. Within Mobile Services, Patrick is focused on the MVNO market and churn-reduction strategies for operators. Patrick was previously a Research Manager for Knowledge Peers, a peer learning platform helping SME CxOs share best practice in finance, technology and telecoms. He holds a Master's degree in Contemporary British Politics from Goldsmiths College, University of London.

Stephen Sale (Principal Analyst) is the lead analyst for Analysys Mason's Mobile Services and Next-Generation Services research programmes. His primary areas of specialisation include next-generation communication services, over-the-top (OTT) player strategies and mobile pricing. He also has extensive experience in analysing mobile operator strategies and forecasting mobile service markets. Before joining Analysys Mason in 2004, Stephen worked in the industry on areas that include VoIP, next-generation service architecture and broadband access. He has a degree in economics and an interdisciplinary MRes from the University of London.

Table of Contents

  • 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 6 months, 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 6 months, 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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