For a growing number of consumers the smartphone has become the only communication device they use in their home, and as BYOD initiatives continue to increase in adoption by businesses, it is also being used at the office and as an integral part of the remote mobile workforce. This demand now requires mobile broadband service providers to have reliable connection 24/7, and unreliable service will quickly spread through social media as consumers transfer to the best rated operator. A new survey by Vasona Networks proves this very point as it reveals 72 percent of smartphone owners expect good performance all the time.
According to the annual survey of smartphone owners the company conducted, consumers are no longer willing to settle for subpar service when it comes to mobile broadband service. The survey was carried out online from August 7 -11 of 2014 with questions fielded by 1,111 U.S. consumers who use smartphones with mobile data plans.
- The importance of mobile Internet performance when choosing a service provider rose from 29 percent in 2013 to 32 percent this year
- Expectations of “good mobile data performance all of the time” rose from 64 percent to 72 percent
- Respondents who hold their mobile operator most responsible when apps don’t function properly rose from 40 percent to 55 percent
- If the service is great, 42 percent indicated they would recommend their service provider to a friend, while 9 percent would specifically suggest not using their existing provider for bad service.
As in most purchasing decisions, when it comes to buying a product or service, price plays an important role. The survey revealed 56 percent of the respondents consider the price of the data plan as the most important factor when choosing service provider, while 32 percent indicated mobile Internet performance is more important to them.
Globally, the adoption rate for mobile broadband services is experiencing steady growth. The June 2013 data from the Organization for Economic Cooperation and Development nations revealed mobile broadband penetration has grown to 68.4 percent in the 34-country group. While many of the countries in this group are making great strides towards 100 percent adoption, six countries – Australia, Denmark, Finland, Korea, Japan and Sweden – have already achieved the 100 percent mobile broadband penetration level. With so much demand, operators are doing all they can to ensure they are the go to company when it comes to reliable service, and as 4G becomes available more widely, service interruptions will be less frequent.
"As mobile operators expand 4G service, consumers are setting a high bar for broadband performance," said John Reister, vice president of marketing and product management for Vasona Networks. "Significant efforts and investments are being made, but heavy network congestion still persists, making subscriber satisfaction a constantly moving target. This year's survey from Vasona Networks indicates that the race to deliver the best mobile broadband experience is far from over as demand for better service keeps growing."
Edited by Maurice Nagle
Back to Mobile Platform