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Ericsson ConsumerLab: Voice and Internet Vital to City Life
Ericsson ConsumerLab: Voice and Internet Vital to City Life
Ericsson ConsumerLab: Voice and Internet Vital to City Life
Ericsson ConsumerLab: Voice and Internet Vital to City Life
Ericsson ConsumerLab: Voice and Internet Vital to City Life
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Ericsson ConsumerLab: Voice and Internet Vital to City Life

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City dwellers around the world are clear about one thing: having a good mobile coverage is now ranked among the top five factors in a city. The ability to use your smartphone seamlessly is one of the …

City dwellers around the world are clear about one thing: having a good mobile coverage is now ranked among the top five factors in a city. The ability to use your smartphone seamlessly is one of the most important aspects when it comes to being happy living in a city. Good quality voice and internet connections are vital to city life.
For more from the ConsumerLab: http://www.ericsson.com/thinkingahead/consumerlab

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  • 1. voice andinternet vitalto city lifeCONSUMERLABwww.ericsson.com/consumerlab
  • 2. Good quality voice andinternet connectionsvital to city lifeCity dwellers around the world are clear about one thing: having a good mobile coverage is nowranked among the top five factors in a city. The ability to use your smartphone seamlessly is oneof the most important aspects when it comes to being happy living in a city. This article covershow voice and internet satisfaction differs in various places – and not just between places, butalso in the same place.Cities bring more opportunitiesA majority of citizens believe that people who live insmall towns are happier than those living in big cities.Nevertheless, many people choose to live in big cities.Things like leisure activities, job opportunities, meetingnew people and having a sense of freedom are importantaspects in people’s lives, and these outweigh the disad-vantages of living in a city. Most feel they have possibili-ties in the city that they would not have anywhere else.In the Ericsson ConsumerLab insights from 2012, wecan see there are different levels of satisfaction in thecities measured. The levels range between 40 to 65percent, with people in Singapore, San Francisco,NewYork, Shanghai, Berlin, London and Sydney amongthe most satisfied, and those in Mexico City, Lima,Jakarta, Beijing and Buenos Aires the least satisfied ofthe cities in the study (Figure 1).Mobile coverage is now seenas important as clean waterShopping, food markets, restaurants, cafés, pubs andentertainment are always top of the list when peopletalk about their city. These amenities are an importantreason why people chose to live in a city in the firstplace, and these are the ones people are most satis-fied with. Interestingly, mobile phone coverage is nowin fourth place, closely followed by water distribution,both necessary utilities that have to be in place for agood life (Figure 2).Graph 1 - Satisfaction level in each citySource: Ericsson ConsumerLab Analytical platform 2012Base: ALLSanFrancisco(65%)New York(63%)MexicoCity(44%)Lima(38%)BuenosAires(39%)London(61%)Madrid(52%)Paris(57%)Berlin(59%)Rome(50%)Istanbul(58%)Beijing(45%)Shanghai(58%)Tokyo(60%)Singapore(57%)Jakarta(45%)Sydney(59%)Source: Ericsson ConsumerLab Analytical platform 2012Base: Internet users aged 15-69Figure 1: Overall satisfaction with life in each city
  • 3. Areas people are most dissatisfied with are practicali-ties, such as parking, the traffic situation and childcare, but also the way the authorities communicate,and environmental issues such as air quality.What needs to be done to make people more satisfiedvaries in the different cities, but improving safety andhaving a better city plan are among the top five factorsin most cities, together with public transport, the trafficsituation and work opportunities.Mobile coverage and internet access, the new utilitiesThese days, having high-quality mobile coverage andinternet access are as important as having clean waterand electricity. It is therefore vital to know how satisfiedpeople are with their voice coverage and internetconnections to make sure they are meeting theirexpectations.Satisfaction differs dependingon the location in the cityIn general, people in big cities spend half of theirtime at home, one quarter of it at work or school andthe rest in any other location (Figure 3). It is thereforeessential that your communication solution works athome. On average, 70 percent of all citizens are satis-fied with their voice and internet connection at home.The same applies at work, where 60 percent are satis-fied. How­ever, it is a different story for other places,where people have less influence on the quality of theconnection.When people move outside their home and work envi-ronments, their satisfaction level drops for both voiceand internet connections. The level of satisfaction isless in parks, on beaches, at shopping malls, sportsor music events, and when using different means oftransportation. The bottom score in all cities is in thesubway.Voice wins over internet connectionBut there is another dimension to this. In all placesexcept for the home, the internet connection is fallingbehind voice. The biggest difference we find is whenpeople are walking on the streets, where there is a14 percent unit difference between satisfaction levelsfor voice and internet connections. Places such as citycenters, parks, beaches and local buses are closebehind with a difference of 12 percent units.The ability tofind parkingChild care Road trafficsituation/streetsystemCommunicationwith city authoritiesAir qualityWaterdistributionMobilenetworkcoverageAvailability ofentertainmentfacilitiesAvailability ofrestaurants,cafés, pubs, etc.Availability ofshopping malls,food markets, etc.TOP 5BOTTOM 5Source: Ericsson ConsumerLab Analytical platform 2012Base: Internet users aged 15-69Figure 2: What city dwellers are most/least satisfied with17%65%Graph 3 - Places people visit in the citySource: Ericsson ConsumerLab Analytical platform 2012Base: Smartphone users56%31%27%4%Sport events13% 68% 19%Music events/Concerts19% 72% 9%Movies/Theatres30% 63% 6%Parks, beaches39% 55% 6%Restaurants,bars, pubs, cafés42% 54% 4%Shopping mallsGrocery storesAt least weekly Less often NeverSource: Ericsson ConsumerLab Analytical platform 2012Base: Internet users aged 15-69Figure 3: Places people visit in the city weekly (smartphone users)
  • 4. Lowest satisfaction for transportationThe lowest satisfaction level for all cities is transporta-tion, with the subway coming bottom for every city witha satisfaction level of just 36 percent for voice and31 percent for internet. In addition, 25 to 50 percentsay they are dissatisfied – the highest dissatisfactionlevel of all – and both voice and internet connectionsare perceived as being equally bad (Figure 4).In some cities, people are more dissatisfied than inothers. Mexico City, Tokyo, London, Paris and NewYorkstand out here, with as many as 50-60 percent who aredissatisfied with the voice and internet connections onthe subway.Voice and internet satisfaction varies in different citiesIt is clear that people are more satisfied with voicecoverage than with the internet connection in all areasof a city, but the satisfaction level varies in differentcities (Figure 5).The satisfaction level is higher in San Francisco, Madridand Istanbul than in Buenos Aires. But the differencesin satisfaction between voice and the internet are muchthe same in all cities with 15-20 percent of the peopleless satisfied with the internet in parks, on beaches, inthe city center and on the street. The exception is SanFrancisco, which has a mature market for both voiceand internet connection, with hardly any differences insatisfaction between the two.Low score for all transportation:slightly better for buses and trainsEven though transportation comes bottom regardingsatisfaction levels for all cities, there seems to be adifference between the subway and local buses andtrains. Voice connections are perceived to work betterwhen traveling on the local bus or train than in thesubway, where voice and internet connections areequally bad. Having good voice coverage and internetconnection is vital for most people when traveling towork; the ability to e-mail or to have personal contactwith friends and family by calling them or by textmessaging and using social media is somethingpeople take for granted nowadays (Figure 7).Graph 4 - Satisfaction with Voice coverage and internet connection in different placesSource: Ericsson ConsumerLab Analytical platform 2012Base: Smartphone users69676564626056494136705753615550524542353120304050607080HomeCitycentreInthestreets-walkingWork/schoolRestaurants/cafesParks/beachesShoppingmallLocalbusesSport/musiceventLocaltrainsSubwayVoiceData12% pointsdifference12% pointsdifference14% pointsdifference%Source: Ericsson ConsumerLab Analytical platform 2012Base: Internet users aged 15-69Graph 5 - Satisfaction with Voice coverage and internet connection in four different placesSource: Ericsson ConsumerLab Analytical platform 2012Base: Smartphone usersVoice (%)Data (%)MadridSan Francisco Istanbul72716669636261604642255653705647504451393223City centerIn the street walkingHomeWorkPark/beachesRestaurantsLocal busCity shopping mallSport/music eventLocal trainSubway868280807876716563397360705768756953534534City centerIn the street walkingRestaurantsPark/beachesCity shopping mallHomeWorkLocal busSport/music eventLocal trainSubwayBuenos Aires5653535150484240352464413546364340292620HomeCity centerIn the street walkingRestaurantsPark/beachesWorkCity shopping mallLocal busSport/music eventLocal trainSubway2859737272717165636253437866706264666257584642HomeIn the street walkingWorkPark/beachesCity centerRestaurantsShopping mallLocal busesSport/music eventLocal trainSubway7677Source: Ericsson ConsumerLab Analytical platform 2012Base: Internet users aged 15-69Figure 4: Voice and internet connections in different places (smartphone users)Figure 5: Satisfaction levels for voice and internet connections in four different cities (smartphone users)
  • 5. When out and about – you wantto share your experiencesOf the people interviewed in all of the cities in thestudy, 30 percent said they visit parks and beacheson a regular basis. Being able to visit a green area isan important aspect when living in a big city. Taken asa whole, among the factors measured, the one thatshows the highest correlation to happiness with lifein the city is perceived to be an abundance of clean,green parks and public spaces. When we visit parksand beaches with our friends and families, we alsowant to share our experience with others. This habitis prevalent in everything we do, using social mediawherever we are, and especially when we are out andabout (Figure 6).Graph 7 - Activities on the Smartphone when out and aboutSource: Ericsson ConsumerLab Analytical platform 2012Base: Smartphone usersMake personal callsListen to musicSMS/ChatBrowsing InternetPersonal emailWork callsUse social networksPlay gamesRead newspaper/booksWork emailsWork activitiesWatch video clipsOrganize family activites69%646053514341393936272523Source: Ericsson ConsumerLab Analytical platform 2012Base: Internet users aged 15-69Figure 6: What we do when we are out and about (smartphone users)Source: Ericsson ConsumerLab Analytical platform 2012Base: Internet users aged 15-69Figure 7: What you do while commuting (smartphone users)Graph 6 - Activities while commuting (Smartphone users)Source: Ericsson ConsumerLab Analytical platform 2012Base: Smartphone users0%10%20%30%40%50%60%70%80%90%100%ListentomusicBrowsetheInternetCheckpersonalmailsSendSMSMakepersonalcallsUsesocialnetworksCheckworkmailsReadbooks/newspaper/magazinesMakeworkcallsOtherworkactivitiesPlaygamesWatchVideoclips/TVCheckchangesintimetablesCheckchangesintrafficOrganizefamilyactivitiesUseGPS/OnlinemapsMakepurchasesonlineVery seldomNeverAlmost every dayEricsson ABSE-126 25 Stockholm, SwedenTelephone +46 8 719 00 00Fax +46 8 18 40 85www.ericsson.comEAB-13:034069 Uen© Ericsson AB 2013There is great potential to increase the satisfaction levelfor people living in a city if voice quality and internetconnections are improved, and especially in the areaswhere it does not work satisfactorily today.

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