Earlier this year we published our Global Usage and
Acceptance Survey Report. The survey looked at how consumers are using their
mobile devices today, and what new services they would be interested in. We
looked at three service areas: mobile commerce, mobile CRM and next generation
carrier services.
The survey was completed by more than 4,100 mobile users, in
sixteen countries using an online methodology, with at least 250 mobile phone
users per country. The countries in the survey were Argentina, Australia,
Canada, China, France, Germany, India, Indonesia, Italy, Malaysia, Mexico,
Singapore, South Africa, Spain, United Kingdom, and USA.
Our research shows that consumers are beginning to take
additional paid mobile services seriously and it is no longer out of the
ordinary for users to be using their mobiles for sophisticated personal uses
and information gathering. The survey shows that almost half of all mobile
users use their handset to access the internet (48%) on a weekly basis, and
30%, globally, use mobile banking services.
Alongside high usage of current services the majority of
users also want to expand their current horizons. 70% want extra services, such
as emergency alerts (46%) and mobile banking (39%).
The good news for Enterprises looking to launch premium
mobile services is that a significant group of users are prepared to pay for
these extra services, with typically between 20% and 40% of those who are
interested in a service showing a willingness to pay.
As part of the analysis of the results, we used cluster
analysis to identify archetypal customer segments. It should be noted that each
archetype only represents the statistically most likely member of any segment.
All segments are populated by all nationalities, ages, and both genders – so
whilst you are more likely to find an enthusiast in China, they exist in all
the countries we surveyed, just in varying amounts.
The Enthusiast: The archetypal Enthusiast, is a man in his mid 20s in China. He uses his mobile as a life-management tool, banking, paying bills, gathering information, and spending a great deal of time managing his social life. His phone use is practical, he is less interested in future developments instead he wants real world day-to-day equipment. Should the Enthusiast be offered a product of interest – there is a 70% chance he will consider purchase.
The Techie: The archetypal Techie is an Indonesian man is his later 20s. He is a technological trendsetter and is likely to be exactly on-trend with the latest apps. His handset would ideally be a computer. He strives for it to replicate all of the functionality his computer offers. If the product offered is of interest it is likely to be considered (as a purchase) by 45% of the population
The Socialite: The Socialite archetype is an Italian man in his mid 30s. His phone is used for speed and connectivity and any devices/apps which allow him to achieve this are most welcome. He also wants to pick up lots of lifestyle information to help him enjoy his life more. If the right product is offered, purchase consideration in this segment will be around 30%.
The Sophisticate: Could typically be a French woman in her later 30s. Socialites use the internet for all activities and are very technology savvy. A Sophisticate uses her phone to stay on top of her finances, from the mundane (balance checking) right through to checking her investments. She is not interested in networking with her handset, seeing her handset as an upmarket organiser. Given the right product a Sophisticate is 25% likely to consider purchasing
The Researcher: The Researcher could be a German woman in her 40s. She is likely to use her phone as an information gathering tool, perhaps as an alternative to a library. She is community focussed and very interested in all locally significant data. Given the right product a Researcher is 5% likely to consider purchasing.
The Recluse: The Recluse is the oldest and most Western segment. She could be presented by a woman in her 40s or 50s from the USA. She uses her handset simply as a phone and has no interest in further services, let alone paying for them.
Regarding recluses; it should be noted that in the USA and Canada, whilst there was very high interest in new services, they willingness to pay was significantly lower. This is very likely connected to the receiver pays model in these countries. So in affect consumers are already paying for mobile services.
This should in kept in mind when launching services in these market. Consumers are much more price sensitive, and that other business models may be required. Such as FTEU (free to end user) shortcodes.
Summary
The last two to three years can be characterised by unprecedented changes in the sophistication of mobile handsets and associated applications. Consumer appetite for new and better services that serve to entertain, empower and make life easier continues unabated and is evidenced in the uptake of paid mobile services in recent years. For a significant proportion of consumers, the availability of certain additional services via mobile is becoming essential to the mobile experience, and many are willing to pay for the added value they provide.
A majority of mobile users worldwide show a willingness to pay for additional services, providing the right service at the right price is available to them. Value is perceived to be greatest around financial services, such as mobile banking and stock and share updates. For services regarded as valuable, users will pay a premium.
To get you complimentary copy of the report, please click here
