Consumer Preferences for Wireless Broadband and Next-Generation Services
US Consumer Surveys - 31/03/2009
Centris' US Wireless Survey provides the opportunity to gain a detailed understanding of consumer preferences, at the household and individual levels, regarding next-generation voice, data, and video services (both currently and in the future). These preferences concern alternative modes of access, patterns of use, price responses and bill sizes, and service providers. The survey also enables the prediction of consumer behavior over time or as circumstances change. The survey is an essential strategic element for service providers, application and content providers, and equipment manufacturers because it takes into account the impact of various geo-demographic characteristics of consumers. Thus, it is possible to estimate and predict various metrics of consumer behavior for any consumer profile, i.e., the consumer's choices (of service use, providers, and wireless devices) and demographic characteristics.
| Reference |
Language |
Support |
Nbr of page |
Price |
|
| MC1A09 |  | PDF | 88 |
4620 euros excl. VAT |  |
1 Executive Summary
1.1 The Evolution of Wireless and Centris' Wireless Survey
1.2 Key Findings of the Report
2 Introduction
2.1 Trends in Wireless Communications and Consumer Responses
2.2 Centris' Survey of Wireless Consumers
2.3 Benefits of Centris' Wireless Survey
3 How to Read This Report
4 Survey and Research Methodology
4.1 Survey Methodology
4.2 Analytical and Modeling Techniques
5 Survey Results
5.1 Wireless, Wireline, Internet Access, and Other Services
Wireless (cell phone) service
Wireline Service
Internet Access Service
Television Service
Portable Devices (Other than Cell Phones)
Internet Games
Online Music
5.2 Switching Wireless Service Plans
Likelihood of Switching Wireless Service Plan in Next Year
Reasons for Switching Wireless Service Plans (Somewhat or Very Likely to Switch)
5.3 Switching Wireless Service Providers
Likelihood of Switching Wireless Service Provider in Next Year
Reasons for Switching Wireless Service Providers (Somewhat or Very Likely to Switch)
5.4 Buying Wireless Devices and Features
Likelihood of Buying New Cell Phone in Next Year
Reasons for Buying New Cell Phone in Next Year (Somewhat or Very Likely to Buy)
Interest in Adding Wireless Features in Next Three Months
Current Use of Cell Phones
5.5 Viewership Patterns for Television Programming
Frequency of Watching Television Programs
Access Devices and Interactions for Viewing Television Programming
Joint Use of Alternative Means of Access for Television Programming
Demographics and Use of Access Devices and Interactions
5.6 Access and Use of Data Services via Wireless Broadband
Unmet Data Access Needs in Past Month
Level of Interest in Internet Access via Wireless Broadband Service
Importance of Attributes of Wireless Broadband Service for Internet Access
Likelihood of Using Wireless Broadband for Various Purposes
Locations at which Internet Accessed in Past Month
5.7 Willingness to Pay (WTP)
Wireless Broadband
Other Services
|
Consumer answers for the following key questions:
How do they plan to use the next-generation services?
How much are they willing to pay for those services?
What kinds of handsets or wireless devices are they likely to buy as access technologies and services change?
What quality of service do they require?
How much do they value true mobility or interactivity for those services?
Do they prefer wireless to the other means available to them (DSL, cable, fiber, satellite) for accessing high-bandwidth and next-generation services?
Are there patterns in their viewership of television programming that can lead to useful business options for bundling/packaging, advertising, etc.?
|
Seven key areas of consumer preferences and behavior with respect to wireless communications and related activities are covered in this report:
1 - Wireless, wireline, Internet access, and other services
2 - Switching wireless service plans
3 - Switching wireless service providers
4 - Buying wireless devices and features
5 - Viewership patterns for television programming
6 - Access and use of data services via wireless broadband
7 - Willingness-to-pay for wireless broadband and other advanced services |
1 - Individual consumer tracking (not just households)
2 - Building a longitudinal panel by following the same households over time and periodically surveying them on the same set of questions
This helps to understand the dynamics of consumer behavior, including changing attitudes, switching and loyalty, and the impact of major external events.
3 - Recording geographical locations (census block group, designated market area, and core-based statistical area) and demographic characteristics
This enables the construction of detailed consumer geo-demographic profiles.
4 - Tracking the nature and usage of services obtained by respondents from wireline telephone, cable, and satellite carriers.
This additional information is essential for understanding the convergence of platforms, markets, and services associated with communication, entertainment, and information.
Centris partners with Luth Research, a highly reputed San Diego-based survey research firm, to conduct its wireless survey. Luth Research maintains SurveySavvyTM, an actively managed online panel with over 2.2 million members worldwide, from which representative and balanced panels of individuals can be drawn for a variety of market research purposes. Appropriate financial incentives are provided to selected panel members to ensure reasonably high response rates and, more importantly for a longitudinal panel, continuing participation over time.
The first wave of the wireless survey (on which this report is based) was conducted in August 2008. Beginning in February 2009, the survey will be conducted routinely, once every quarter. The survey fields an online questionnaire with a large selection of questions designed to collect information about various aspects of wireless consumption choices and interests and, as well, consumption of communication services obtained from wireline telephone, cable, and satellite carriers. Certain questions in the survey pertain to household-level information or choices, while others concern individual members of households. The former set of questions is answered by primary respondents (typically, but not always, heads of households) and the latter set by all members of households of age 13 or higher. Once complete responses to the questionnaire are received, geo-demographic information available from Centris' Omnibus survey database is appended to each household and its members responding to the wireless survey. The full data set, comprising survey responses and geo-demographic information, is used in subsequent analysis and modeling.
|
| Centris is a member of the AUS Group, one of the top research organizations in the United States. Centris provides market intelligence on buyers preferences and behaviors relating to the purchase and use of voice, video and data services. Centris conducts daily market surveys providing clients with syndicated research reports, tracking reports and custom studies. In addition, Centris develops and maintains analytic models and provides consulting services to help marketers plan and evaluate their marketing strategies, track competitor actions and optimize their marketing mixes. Centris helps its clients grow revenue, expand margins and build strong brands. |
|
|
