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Mobiliojo ryšio operatorių tyrimas.

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Mobiliojo ryšio operatorių tyrimas atliktas RAIT bendrovės "Tele2" užsakymu.

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Mobiliojo ryšio operatorių tyrimas.

  1. 1. USAGE OF MOBILE CONNECTIONSERVICES, NET PROMOTER SCORE, 2012 AUGUST
  2. 2. RESEARCH PRESENTATION. FIELDWORK INFORMATIONResearch subject: Lithuanian population 15 - 74 years old and Lithuanian children aged 7 – 14 years old.Research method: A representative survey of the Lithuanian population was carried out using face-to-face interviewing method and pre-arranged questionnaires, where the interviewers register the answers of the respondents. The results reflect the opinion of Lithuanian population and their breakdown by age, gender, place of residence, education, and purchasing capacity. The survey is carried out using omnibus method. The statistical error of the survey results with 95 per cent accuracy does not exceed 3.1 per cent.Sample size: 1018 15 - 74 years old residents of Lithuania and 168 respondents (7 – 14 years old).Quality control: When inspecting the quality of the interviewers’ work, subsequent phone contacts are made with 20 percent of the interviewed. Those respondents who do not provide their phone number are contacted by mail. The inspection covers the principles of selection of respondents and the compliance to the questionnaire requirements.Date of survey: The survey was carried out on 10th- 23rd of August 2012.Fieldwork report:Total households visited - 2688Interviewed - 1018Not available - 683Refused - 558Did not satisfy selection criteria - 419Other reasons - 102
  3. 3. STATISTICAL ERROREstimating the results, allowance must be made for statistic error. This error occurs, because the respondents areselected instead of performing a continuous survey. The error is calculated mathematically.The following table presents errors for different number of respondents and breakdown of answers.Answers breakdown % 50/ 45/ 40/ 35/ 30/ 25/ 20/ 15/ 10/ 5/ 50 55 60 65 70 75 80 85 90 95 Scope of selection 100 9,8 9,8 9,6 9,3 9,0 8,5 7,8 7,0 5,9 4,3 200 6,9 6,9 6,8 6,6 6,4 6,0 5,5 4,9 4,2 3,0 500 4,4 4,4 4,3 4,2 4,0 3,8 3,5 3,1 2,6 1,9 700 3,7 3,7 3,6 3,5 3,4 3,2 3,0 2,6 2,2 1,6 900 3,3 3,2 3,2 3,1 3,0 2,8 2,6 2,3 2,0 1,4 1000 3,1 3,1 3,0 3,0 2,8 2,7 2,5 2,2 1,9 1,4 Supposing, 700 respondents answered the question what operator they prefer to become a user of: 25 per cent said they would become a user of operator X. This means that we can be sure with 95 per cent accuracy that the actual value is within the range of 25  3,2 per cent.3
  4. 4. PROFILE OF RESPONDENTS (15-74 y.o.) Gender District Male 45 Alytus 6 Female 55 Kaunas 20 Age group Klaipeda 11 15-19 11 Marijampole 6 20-29 19 Panevezys 8 30-39 17 Siauliai 11 40-49 18 Taurage 4 50-59 16 Telsiai 5 60-74 19 Utena 5 Education Vilnius 24 Primary 7 Occupation Basic 14 Manager, company owner 3 Secondary 33 Officer 8 Further education/special secondary 23 Specialist 18 Higher 23 Worker, farmer 23 Employment status 20 Retired Employed 53 Unemployed 9 Unempolyed 47 Homemaker/maternity/paternity leave 5 Size of settlement 13 Pupil, student Up to 2000 residents 31 Other 0,4 2001-30000 residents 21 Monthly income per family member 30001-180000 residents 15 Up to 600 LTL 22 More than 180 000 residents 32 601 - 800 LTL 19 Nationality 22 801 – 1100 LTL Lithuanian 91 More than 1101 LTL 18 Other 9 DK/NA 184 % counted from all respondents, n= 1018
  5. 5. PROFILE OF RESPONDENTS (7-14 y.o.) Gender Male 51 Female 49 Age 7 13 8 11 9 13 10 11 11 13 12 14 13 14 14 11 County Alytaus 7 Kauno 17 Klaipedos 13 Mariampolės 6 Panevėžio 9 Šiaulių 11 Tauragės 7 Telšių 6 Utenos 5 Vilniaus 215 % counted from all respondents, n= 168
  6. 6. BRAND IMAGE6
  7. 7. THE CHEAPEST OPERATOR. THE CHEAPEST PRE - PAID CARD.Which of the following mobile telephony operators would you say has the lowest price on the market?Which of the following mobile telephony pre-paid cards would you say has the lowest price on the market? No one/DK/NA Teledema 19,1% Teo 0,8% 0,1% Eurocom 0,4% Omnitel 7,4% Bite 14,9% Tele2 57,3% No one/DK/NA tele MAXIMA 24,4% Pildyk prepaid prepaid card card 0,4% 46,5% Extra prepaid card 1,1% Labas prepaid Ezys prepaid card card 14,0% 13,6%7 % counted from all respondents, n= 1018
  8. 8. PERCEPTION OF QUALITY OF OPERATORS. How would you rate the quality of the mobile telephony services of the following companies? When thinking of quality take into account such things as sound quality, number of interrupted calls etc. Use a scale from 1 to 5, where 5 means excellent, and 1 means very poor. If you haven’t used a specific operator, please state your perception of operator’s coverage. 1 to 5. 1 - v ery poor 2 3 4 5 - excellent DK/NA KPI (4+5) Tele2 1 2 11 26 42 19 67% Omnitel 1 2 8 16 48 26 64% Bitė 1,3 10 1 18 44 26 62% Pildyk 11 9 24 36 29 60% Labas 0 1 9 19 35 36 54% Ežys 11 9 19 32 38 50% Extra 1 2 10 16 27 45 43% Eurocom 1 2 12 8 12 65 20%8 % counted from all respondents, n= 1018
  9. 9. MARKET SHARE9
  10. 10. MOBILE CONNECTION MARKET SHARE BY OPERATOR AMONG USERS. (% from responses) Which mobile telecommunications services do you use? 15-74 y.o., (N=1087) TELEDEMA OTHER 0,5% 0,3% TELEMAXIMA Use, dont know 0,3% which one 0,6% BITE23,1% OMNITEL TELE2 23,8% 51,4%10
  11. 11. MARKET SHARE OF PRE-PAID AND POST-PAID CARDS. (15-74 y.o.) (% from responses)Which mobile telecommunications services do you use? Pre-paid cards (N=583) Labas pre - paid Telemaxima pre - paid card Pildyk pre - paid card 0,6% card 22,6% 56,7% Post-paid cards (N=497) Eurocom post - Teledema paid card post - paid 0,6% card Ezys pre - paid card Extra pre - paid Bite private 1,1% 17,4% card post - paid 2,7% card 24,1% Tele2 post - paid card 45,7% Omnitel post - paid card 28,5%11
  12. 12. NET PROMOTER SCORE12
  13. 13. RECOMMENDATIONS BY MOBILE CONNECTION SERVICE.Would you recommend the plan of mobile telecommunications you use, to your friends and acquaintances? Promoters Passively satisfied Detractors DK/NA Net promoter N Pildyk pre - paid card 331 75% 14% 11% 0% Labas pre - paid card 132 79% 10% 11% 0% Bite post - paid card 105 60% 15% 25% 0% Ezys pre - paid card 101 65% 18% 17% Tele2 post - paid card 212 59% 18% 23% 0% Extra pre - paid card 15 69% 24% 8%0% Omnitel post - paid card 125 53% 17% 31% 0% Omnitel Business card 17 45% 33% 22% 0% Bite Business card 15 40% 47% 13% Tele2 Business card 15 75% 14% 12% Net promoter score Pildyk pre - paid card 64,1% Labas pre - paid card 68,6% Bite post - paid card 35,1% Ezys pre - paid card 48,8% Tele2 post - paid card 36,2% Extra pre - paid card 61,2% Omnitel post - paid card 22,2% Omnitel Business card 23,1% Bite Business card 27,7% Tele2 Business card 63,1%13
  14. 14. RECOMMENDATIONS BY MOBILE CONNECTION OPERATOR.Would you recommend the plan of mobile telecommunications you use, to your friends and acquaintances? Promoters Passively satisfied Detractors DK/NA Net promoter TELE2, N=547 69% 15% 16% OMNITEL, N=252 58% 19% 23% BITE, N=241 68% 15% 17% Net promoter score TELE2, N=547 53,4% OMNITEL, N=252 35,3% BITE, N=241 50,4%14
  15. 15. THANK YOU FOR THE ATTENTION! “RAIT”, Ltd., Naugarduko 68b, Vilnius15

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