This time it's personal : Mobile Broadband User Study - Ericsson
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This time it's personal : Mobile Broadband User Study - Ericsson

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Ericsson’s latest multi-country study into mobile broadband usage has uncovered...

Ericsson’s latest multi-country study into mobile broadband usage has uncovered
significant shifts in people’s behavior and attitudes.
More than ever before, people are viewing broadband access as a 24/7 necessity,
rather than a ‘nice-to-have’, and see it as part of daily life – moving far beyond
basic connectivity.
Before people decided when to get online. Nowadays, they decide when to get offline.
Perhaps more significantly, people increasingly view laptops and smartphones as
very personal tools, rather than shared facilities. Borrowing someone’slaptopor
mobilebroadband
connection is now seen as almost as unacceptableas
going
through someone else’s handbag or briefcase.
It is also clear that – while everyone appreciates the freedom and connectivitythat
mobile broadband provides – different user types have different
motivationsfor
adopting mobile broadband, and use it in quite different ways.
This provides operators with opportunities to create smart service solutions, based
on a number of business and pricing models.

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  • Its true that mobile computing and the usage of mobile broadband services have become more essential in today's world. Almost everyone travel, so being connected at faster speeds is possible with 3G connections available in most part of the world. Expanding network standards like 4G would provide more scope for speed, reliability and seamless connectivity. Nice work! You can get more information on mobile broadband usage, growth, trends and other info exclusively for UK at www.mobile-broadband.org.uk
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    This time it's personal : Mobile Broadband User Study - Ericsson This time it's personal : Mobile Broadband User Study - Ericsson Document Transcript

    • THIS TIME IT’S PERSONAL Mobile Broadband User Study
    • Since the Smartphone came into our lives, one of the Mobile Broadband laptop has become my daughter’s property and constantly being used. Jose, 39, Sweden About the survey Ericsson conducted its quantitative mobile broadband survey among 4,600 consumers in Australia, Austria, Singapore, Sweden, the UK and the USA. Participants were aged between 15 and 69, and had both a mobile phone at their personal disposal and an Internet connection of some kind. Of these, over 1260 are mobile broadband users and 3,330 are not. In addition, Ericsson conducted more in-depth qualitative interviews among target groups in Sweden, the UK and the USA. The fieldwork was conducted during October and November 2009.
    • Ericsson’s latest multi-country study into mobile broadband usage has uncovered significant shifts in people’s behavior and attitudes. More than ever before, people are viewing broadband access as a 24/7 necessity, rather than a ‘nice-to-have’, and see it as part of daily life – moving far beyond basic connectivity. Before people decided when to get online. Nowadays, they decide when to get offline. Perhaps more significantly, people increasingly view laptops and smartphones as very personal tools, rather than shared facilities. Borrowing someone’s laptop or mobile broadband connection is now seen as almost as unacceptable as going through someone else’s handbag or briefcase. It is also clear that – while everyone appreciates the freedom and connectivity that mobile broadband provides – different user types have different motivations for adopting mobile broadband, and use it in quite different ways. This provides operators with opportunities to create smart service solutions, based on a number of business and pricing models. KEy FINdINgS • Broadband access is increasingly seen as a 24/7 necessity • The majority of those surveyed, 80% want anywhere access • Laptops and smartphones perceived as very personal, limiting the willingness to share device and connection • Two distinct user groups – mobile broad- band-only and combined fixed and mobile broadband – with distinct motivations • Different user types adopting and adapting mobile broadband to their lifestyles • Half of all respondents are willing to pay 15% more to get double the speed
    • I want it now – Internet becomes a 24/7 necessity For a growing number of people, broadband has moved on from being something that is used only occasionally, to being a fundamental part of every- day life. It has changed our way of living, and now we simply can’t live without it. Quicker and more easily accessible Internet in the home and office is driving demand for instant Internet access everywhere. This desire to be ‘always connected’ while out and about is evidenced by the growing popularity of smartphones: one leading analyst house estimates that by 2012 smartphones will account for 30-35% of the total mobile device market. There is a difference between planned and sponta- neous broadband usage, however. While the rise of smartphones has enabled much more spontaneous broadband access, people tend to plan ahead when it comes to using a laptop through the day. People are likely to use laptops when they have a time window of at least 20 minutes, and they can sit down, preferably at a table. Smartphones are more often used when people have a few minutes to spare, especially when out and about.
    • You can get more things Our growing desire for instant, 24/7 access – and its done and be over with growing availability – not only increases smartphone it, like booking theatre usage, but also open up new business opportunities for those who are smart about it. tickets on the train. Otherwise I would have Ericsson’s study found that people are willing to pay a to stay longer, or rush premium for guaranteed user experience: Half of the home and risk missing study respondents demonstrated a willingness to pay something. It’s a time- 15% more in order to get double the speed. Consum- saver! ers are attracted by service plans that suit their way of using mobile broadband – for example, according to whether they mostly use a smartphone or a laptop. Helena, 59, United Kingdom The increasing reliance on the Internet cuts across all aspects of life, from professional performance to social life and leisure. There is a strong drive to increase Internet access through mobile broadband, which can satisfy a number of basic needs of modern life: • Control – life management; being in command of what’s going on • Immediacy – being in the moment; not having to plan ahead; seizing opportunities • Belonging – being part of the social loop; staying connected to family and friends • Independence – being able to move around and explore; not restricted by time and place; being self-sufficient. The Internet Broadband, laptops is a 24/7 necessity and smartphones have 90 Use Internet daily become more personal 0 2002-2009 Increased Demand for Mobile Broadband Control Immediacy Belonging Independence
    • The mobile broadband end user study found that fifty- five percent of those who are using mobile broadband (1,260 survey respondents) are combined users, who have both fixed and mobile broadband. The main reason these people acquire mobile broadband is to have mobility outside the home, and the survey found that 80 percent of combined users want to maintain both their fixed and mobile broadband connections. Forty-five percent of those who are using mobile broadband are using it as their only access to the Internet. Within these two user groups, the survey identified four key types of user, characterized as ‘students’, ‘simplicity seekers’, ‘professionals’ and ‘spontaneous surfers’. People can, of course, display characteristics of more than one of these types. Students – independence and efficiency Life tends to be transient and unpredictable. Living in short-term, shared accommodation means subscribing to fixed broadband services is virtually impossible. younger people also tend to live active and mobile life- styles, and they spend a lot of time outside the home – at school or college, or visiting friends and family. For students, the laptop is often the primary tool for studying and research. With a laptop and mobile broadband, students can always get connected to the Internet whenever and wherever they need it. The ability to use the laptop wherever they go makes mobile broadband much more valuable to students than a fixed service. They can move around campus and study in quiet areas where they can get more done – there is no need to wait in line for shared computer and Internet facilities. They can take part in group projects and look for information, whether in the library or at a friend’s house. Furthermore, mobile broadband services tend not to require a fixed address. In many cases, it is the parents who have taken the initiative to equip their children with a laptop and mobile broadband to help them do well at school. More interesting, is that the less IT-literate generation have often initiated the purchase, rather than their children.
    • Combined or alone, mobile broadband fits users’ lifestyle I have my whole life in the computer. I have all my notes and university-related activities there. It’s practical to always bring it with me, since I use it instead of taking notes on a piece of paper. Nick, 19, Australia
    • Simplicity seekers – easy enjoyment and mobility Simplicity seekers have realized that a single mobile broadband subscription can meet all their needs both within and outside the home. They typically initially sign up for mobile broadband as a complement to their fixed broadband and, after using it for a while, often conclude that it is sufficient for all their Internet needs. Some people in this category sign up to mobile broadband as their first Internet service, as it is so quick and easy to install. This kind of user likes to keep things simple such as to only get one bill. They prefer being able to move around freely while using the Internet, both within the home and outside, without having to rely on the availability of WiFi or another person’s broadband connection.
    • When I go somewhere I really enjoy being able to find restaurants with interesting concepts in the area or get information about available cultural experiences. For me that is quality of life. Julia, 32, Singapore Spontaneous surfers – quick and easy access on the go In the study, spontaneous surfers tend to be heavy Some respondents consider smartphones to be safer smartphone users. While many of them previously to use than laptops when they need to access the had access to mobile broadband from a laptop before Internet in public. They attract less attention from they started using a smartphone (typically an iPhone potential thieves and are less likely to get damaged or Blackberry), they have shifted much of their mobile or broken. broadband usage to the smartphone, especially when out and about or for impulsive Internet check-ups at However, spontaneous surfers have not given up the home or in the office. laptop altogether. They still see the laptop as valuable when they need more performance and a larger screen, For spontaneous surfers, the smartphone provides for example for working on documents, edit images or faster access to the Internet. There is no need to viewing video. And with an embedded mobile broad- boot up the laptop, enter a password and wait for the band connection in your laptop there is no extra time to service to connect before getting online. This makes connect, just click to start the computer. it easier to use the smartphone during short time peri- ods, for instance while commuting.
    • Professionals – staying ahead of the competition For professionals, the big advantage of mobile and connected to business life throughout the day. broadband is that it helps them ensure they don’t Some of the respondents use laptops with mobile miss out on a business opportunity because of broadband to make up for limited or restricted Internet limited Internet access. access at work. In order to excel at work, some professionals have invested in mobile broadband out Having access to high-speed broadband while of their own pockets. on the move helps business users respond more quickly to their customers or prospective customers Professionals typically always carry their laptops, – for example, architects or designers can send especially sales people and other staff whose work and receive drawings and designs wherever they takes them out on the road. Some need to report are working. back to the office frequently and are therefore more likely to use the laptop out and about, or in situations The study found that professionals commonly use where private mobile broadband users would be less mobile broadband to check and respond to e-mails, inclined to. with or without heavy attachments whenever there is a window of opportunity. This makes them feel prepared If you snooze, you lose. Every minute counts, and the reason I think I’m good at what I do is that I get back to my clients right away… For me, the first rule is that the client comes first. Jackie, 34, USA
    • Ericsson is a world-leading provider of telecommunications equipment and related services to mobile and fixed network operators globally. Over 1,000 networks in more than 175 countries utilize our network equipment and 40 percent of all mobile calls are made through our systems. We are one of the few companies worldwide that can offer end-to-end solutions for all major mobile communication standards. The content of this document is subject to revision without notice due to continued progress in methodology, design and manufacturing. Ericsson shall have no liability for any error or damage of any kind resulting from the use of this document Telefonaktiebolaget LM Ericsson SE-126 25 Stockholm, Sweden Telephone +46 8 719 0000 Fax +46 8 18 40 85 EN/LZT EN/LZT 138 0369 R1A www.ericsson.com © Telefonaktiebolaget LM Ericsson 2010