The Connected Consumer Survey 2015: mobile customer retention

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Date: 11-Mar-2015
No. of pages: 46
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Operators are successfully monetising customers who exceed their data allowances, but are paying a price in terms of churning customers, particularly those on lower allowances.

This report focuses on aspects of Analysys Mason’s annual Connected Consumer Survey that relate to the behaviour, preferences and future plans of mobile users in fifteen countries in Africa, Asia–Pacific, Europe, North America and the Middle East. It is important for operators in maturing markets to understand the main drivers of customer churn, so as to target resources most effectively.

This report focuses on the following issues that are critical to the strategy of mobile operators in 2015:


  • the drivers of churn, and approaches to customer retention

  • the potential impact of fixed–mobile convergent bundling on operators' mobile businesses

  • the significance of Net Promoter Scores (NPS), and how operators can influence them

  • the impact of 4G on customer satisfaction and intention to churn

  • how data usage and allowances relate to churn.


Geographical coverage

  • France

  • Germany

  • Indonesia

  • Malaysia

  • Morocco

  • Poland

  • Qatar

  • Saudi Arabia

  • South Africa

  • South Korea

  • Spain

  • Turkey

  • UAE

  • UK

  • USA

The Connected Consumer Survey 2015: mobile customer retention

Table of Contents

6.Executive summary
7.Price is the key driver of churn for most age groups, but network factors (notably speed) were more important for the youngest respondents
8.Bundling fixed and mobile services does not necessarily reduce churn
9.There is a correlation between high data allowances and high NPS, but our results emphasise the importance of value, rather than just size
10.Recommendations
11.Recommendations
12.Key drivers of mobile customer churn
13.Price is the key driver of churn for most age groups, but network factors (notably speed) were more important for the youngest respondents
14.Price dominated churn decisions in Europe and the USA, but other factors came into play in Asia–Pacific and MEA
15.Operators with the best coverage have higher NPS than competitors, but where all operators have good coverage, challengers have higher NPS
16.Pricing structures and churn
17.SIM-only customers award the highest NPS, but increased churn rates suggest that competition is bringing some volatility to the segment
18.Bundling fixed and mobile services does not necessarily reduce churn, despite positive correlations among certain service combinations
19.Examining the effectiveness of fixed–mobile combinations in different countries provides positive and negative examples of the role of pricing
20.Data pricing and its impact on retention
21.Data allowance has become a more important factor than voice minutes when selecting a tariff in Europe and the USA
22.The price of data was identified as more important than that of voice and messaging in APAC and MEA, but both are low priorities in South Korea
23.There is a correlation between higher data allowance and increased NPS, but our results emphasise the importance of value, not just size
24.Another dimension of data pricing is balancing the utilisation levels of allowances and managing overage
25.Operators must balance monetising overage with increased likelihood of churn but overage policies can complement rightsizing to improve NPS
26.Mobile data speed and customer satisfaction
27.Speed was a greater factor in churn among younger people who are also more likely to use their handset to watch OTT video content
28.Customers on high-speed 4G services awarded higher NPS than 3G customers, but speed is not the only variable between 3G and 4G users
29.4G customers claim to use Wi-Fi more than 3G customers, but in general Wi-Fi usage is an indicator of concern about price and performance
30.Network coverage is also a significant driver of churn in some countries
31.Methodology and panel information
32.Methodology
33.Panel information: France and Germany
34.Panel information: Indonesia and Malaysia
35.Panel information: Morocco and Poland
36.Panel information: Qatar and Saudi Arabia
37.Panel information: South Africa and South Korea
38.Panel information: Spain and Turkey
39.Panel information: UAE and UK
40.Panel information: USA
41.About the authors and Analysys Mason
42.About the authors
43.About Analysys Mason
44.Research from Analysys Mason
45.Consulting from Analysys Mason

List of Figures

Figure 1: Geographical coverage of our Connected Consumer Survey 2015
Figure 2: Main reasons for churn cited by respondents who said they intended to churn in the next 6 months, by age group, Europe and the USA
Figure 3: Mobile customers’ intention to churn by fixed–mobile service combinations, Europe and the USA
Figure 4: Mobile customers’ intention to churn by fixed–mobile service combinations, Spain and the USA
Figure 5: Net Promoter Score by mobile data allowance
Figure 6: Intention to churn within 6 months, by proportion of data allowance used
Figure 7: Main reasons for churn cited by respondents who said they intended to churn in the next 6 months, by age group, Europe and the USA
Figure 8: Percentage of respondents who cited a given reason for leaving their previous operator, by countries and region
Figure 9: Net Promoter Score for mobile operators, selected countries
Figure 10: Intention to churn by contract type, Europe and the USA, 2012 and 2014
Figure 11: Net Promoter Score by contract type, Europe and the USA, 2014
Figure 12: Mobile customers and intention to churn by fixed–mobile service combinations, Europe and the USA
Figure 13: Mobile customers and intention to churn by fixed–mobile service combinations, Europe and the USA
Figure 14: Intention to churn by service bundle, Spain and the USA
Figure 15: Percentage of respondents who selected more data or minutes as an important factor in choice of mobile tariff, by age group, Europe and the USA, 2012 and 2014
Figure 16: Respondents by size of monthly voice minute and data allowances, 2012 and 2014
Figure 17: Respondents that identified the price of mobile data, relative to that of voice and messaging, as important when selecting their current provider, APAC and MEA countries
Figure 18: NPS and average mobile spend per month by data allowance, Europe and the USA
Figure 19: Mobile data allowances by usage, Europe and the USA
Figure 20: Intention to churn within 6 months, by proportion of data allowance used
Figure 21: Intention to churn because of speed and OTT video consumption by age, Europe and the USA
Figure 22: Intention to churn because of speed, by country
Figure 23: NPS for respondents with 3G or 4G service
Figure 24: Use of Wi-Fi and Wi-Fi hotspots, by cellular technology generation
Figure 25: Intention to churn because of poor network coverage, by country

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