The Wireless Trifecta: Access Device, Service Plan, and Usage
US Consumer Surveys - 31/12/2009
To gain key insights into the actual and prospective behavior of consumers of wireless services, Centris has developed an ongoing, flexible, and wide-ranging survey that is supported by many levels of qualitative and quantitative analysis for three key topics:
Cell phones / mobile devices
Wireless service plans and subscriptions
Usage behavior (wireline, wireless, Internet access, TV)
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| MC1C09 |  | PDF | 80 |
4620 euros excl. VAT |  |
Cell Phones / Mobile Devices - Examples of topics analyzed include:
Ownership patterns
Reasons for ownership, reasons for non-ownership, and interest in purchasing
Type, make, and model
Time (recency) of purchase
Availability of features/functions
Availability of Bluetooth capability
Customer satisfaction
Availability of mobile devices for high-speed Internet access
Models that explain cell phone ownership in terms of cell phone (features/functions) and consumer (demographic) characteristics
Wireless Service Plans and Subscriptions - Examples of topics include:
Household decision maker regarding wireless service plan subscription
Wireless service plan subscription patterns (type of plan, distribution across household members)
Wireless service providers used
Characteristics of service plans (family, individual, business; by prepaid, postpaid, other), MOU allowances
Customer spending on service plans
Availability of features/functions by type of service plan
Switching (with reasons) among service providers by type of service plan
Past subscription patterns for individual features/functions
Models that explain wireless service plan and service provider patterns in terms of plan features/functions and consumer (demographic) characteristics
Usage Behavior - Examples of topics include:
Daily MOU of wireline service
Daily MOU of primary cell phone, personal and business wireless services
Monthly usage of wireless features/functions
Subscription plans with varying MOU allowances
Weekly usage by different wireless features/functions
Monthly bill for wireline service, high-speed Internet access by various means, and TV service
Extra payments for use of features/functions, by type of service plan
Expected bill increase from adding new features/functions
Models that explain usage (conditional on choice of cell phone and service plan) in terms of features/functions and consumer (demographic) characteristics |
Which devices do consumers purchase - brands, types, times of purchase?
What do consumers base their choices on?
Which features do their devices have - Bluetooth, email, high-speed internet access?
What are their future purchasing intentions?
What types of service plans do consumers have currently?
How much are household members using their wireless devices?
Who are their service providers?
What are consumers mobile consumption habits?
How much more do consumers spend on average on various wireless services available through a family plan?
How does spending on wireless services compare with that on wireline phones, Internet access (from any source), and TV?
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Consumer behavior at the individual or household level
Consumer behavior in various markets and geographies (from the census block group to nationwide)
Consumer choices among a complex slate of access devices, service plans, services (and features and functions)
Effect of demographics on consumer choice and behavior
Feasibility of alternative bundling and pricing options
Creation and delivery of content
Advertising and search in a two-sided market
Most productive channels for future investment
Track subscription, usage, satisfaction, switching, service selection, etc. over time and within local or wider market geographies
Project interactions across and substitutions within wireless and wireline access technologies for voice and non-voice communication services, Internet access, and television viewing
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Besides providing valuable business information and insights, the Centris wireless survey offers many unique benefits. Charter members can combine their own proprietary data with survey data and have them custom-analyzed on preferential terms by Centris experts. For example, Centris can develop sophisticated models of consumer behavior that are essential for forecasting and strategic planning.
These models pertain both to wireless alone as well as the relationship between wireless and other platforms.
Charter members may also participate directly by inserting a limited number of questions of interest into the survey. Charter members will receive all tabulations and underlying statistical results from the survey. Finally, Centris can help to project consumer choice and demand at various levels from the local (Census Block Group level) market to regional and national markets.
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Comprehensive syndicated reports in each of three topic areas
- The Wireless Trifecta: Access Device, Service Plan, and Usage
- Customer Satisfaction and Loyalty in Wireless Communications
- Consumer Preferences for Wireless Broadband and Next-Generation Services
All tabulations based on the survey data
Ability to customize your data
- Merge your own data with those from the survey to answer questions of particular interest to you.
- Insert a limited number of your own questions into our survey. Responses to those questions will be available only to you.
Expert consultancy
- Receive additional expert consulting on preferential terms as part of your Charter Membership. Talk to our experts about issues that are important to you. |
Conducted from a representative nationwide panel of 1,000 households with up to 2,500 individuals from ages 13 to mid-50s.
Designed to be longitudinal, i.e., to follow the same households (and individuals within households) over time (every quarter)
Record wide-ranging access and usage data (including service provider, service plan, and cell phone handset information), both actual and prospective.
Tracks individual-specific demographics, and key location information (census block group, designated market area, state and region of residency, etc.)
Unlike other research firms that offer broad views of the market, Centris looks at consumers preferences and satisfaction indices and how they change over time through our daily survey program |
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.
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