U
USC
SC
CTM
Marshall School of Business
User Perspectives on
Mobile Data Services
June 1, 2007
Global Mobility
Roundtable
CTM: ideas, people and knowledge
for the network digital industry
Elizabeth Fife
Principal Researcher
USC
CTM
Worldwide Mobile Data Services Study
WMDSS
6th annual survey of mobile users in Asia
US and Europe
Consortium participants:
Canada Finland Greece Hong Kong
Japan Korea Taiwan Sweden China
Malaysia Australia USA Denmark
USC
CTM
Worldwide Mobile Data Services Study
WMDSS
5th annual survey of mobile users in Asia
US and Europe
Consortium participants:
Canada Finland Greece Hong Kong
Japan Korea Taiwan Sweden China
Malaysia Australia USA Denmark
USC
CTM
Worldwide Mobile Data Services Study
Consortium Goals
To provide more comparable data about
mobile users than is currently available
To analyze user behavior across diverse
markets
To illuminate the situations and uses of
mobile services that users find compelling
USC
CTM
US Survey Results 2004 - 2007
Things Haven’t Changed
Easy to use services built around
communications
Reliable performance for voice and good
customer support
Price sensitivity
USC
CTM
WORLDWIDE MOBILE DATA SERVICES
STUDY
WORLDWIDE MOBILE INTERNET STUDY
Perceived Relative Value of Mobile Device - U.S. 2006
18-24 yr. olds
25-34 yr. olds
Better
Better Performance
performance
Easier toEasier
use
to Use
New features
New Features
Not Important
Important
Integrated
Integrated Device
device
Music
Music Downloads
downloads
Video
Video Downloads
downloads
Better
Better Games Functionality
gaming
functionality
0
10
20
% agreeing
30
40
50
60
0
70
10
20
30
40
% agreeing
50
60
70
USC
WORLDWIDE MOBILE DATA SERVICES
STUDY
WORLDWIDE MOBILE INTERNET STUDY
CTM
How important are the following that would make you replace your phone?
US: Factors
Motivating Replacement of Phone - 2007
80
Very important
Somewhat important
Not important
70
60
50
Percent
Agreeing:
Important
40
30
20
10
0
Better
better performance
performance
faster
access Multifunctions
multi- communications
Fast wireless
New
More modern
simpler to data
design
data access
design
services functions communication
features
features
Simpler to use
Better games
games
Music downloads
music
USC
CTM
WORLDWIDE MOBILE DATA SERVICES
STUDY
WORLDWIDE MOBILE INTERNET STUDY
Perceived Relative Value of Mobile Services US - 2006
Conditions for using mobile data services:
Prices for services
were lower
Customer support
was better
Services were
easier to use
Services were
more useful
Services were
more fun
0
10
20
Percentage Agreeing
30
40
50
60
USC
WORLDWIDE MOBILE DATA SERVICES
STUDY
WORLDWIDE MOBILE INTERNET STUDY
CTM
4 Categories of Data Services
Commerce
buying goods tickets
reservations paying bills
Communication
E-mail texting sending
photos chatting
Information
news weather sports
shopping info schedules
maps
Entertainment
downloading games
graphics cartoons music
ringtones
USC
CTM
WORLDWIDE MOBILE DATA SERVICES
STUDY
WORLDWIDE MOBILE INTERNET STUDY
Value of Mobile Services - 2006
COMMUNICATION: International Comparison
90
80
Korea
70
Japan
Taiwan
60
Australia
50
United States
40
30
20
10
0
Not
not Often
often
Somewhat
somewhat
Often
often
USC
CTM
WORLDWIDE MOBILE DATA SERVICES
STUDY
WORLDWIDE MOBILE INTERNET STUDY
Value of Mobile Services - 2006
INFORMATION International Comparison
90
Korea
80
Japan
70
Taiwan
Australia
60
United States
50
40
30
20
10
0
Not Often
not often
Somewhat
somewhat
Often
often
USC
CTM
WORLDWIDE MOBILE DATA SERVICES
STUDY
WORLDWIDE MOBILE INTERNET STUDY
Value of Mobile Services - 2006
ENTERTAINMENT: International Comparison
80
70
Korea
Japan
60
Taiwan
50
Australia
United States
40
30
20
10
0
Not Often
not often
Somewhat
sometimes
Often
often
USC
CTM
WORLDWIDE MOBILE DATA SERVICES
STUDY
WORLDWIDE MOBILE INTERNET STUDY
Value of Mobile Services - 2006
COMMERCE: International Comparison
90
80
70
Korea
Japan
60
Taiwan
50
Australia
United States
40
30
20
10
0
Not Often
not often
Somewhat
sometimes
Often
often
USC
WORLDWIDE MOBILE DATA SERVICES
STUDY
WORLDWIDE MOBILE INTERNET STUDY
CTM
Value of Mobile Services US Users Most Willing to Pay 2006
60
Frequently
Occasionally
Not At All
50
40
% of
responses
30
20
10
0
Commerce
commerce
Communication
communication
Information
information
Entertainment
entertainment
USC
WORLDWIDE MOBILE DATA SERVICES
STUDY
WORLDWIDE MOBILE INTERNET STUDY
CTM
What is theWhat
most
would
willing
payfeeas
monthly fee
is the you
most you
would bebe
willing
to pay as ato
monthly
for unlimited
services? By Age:
from unlimited wirelesswireless
datadata
services
(by age) 2007
35
30
18-24
25-34
35-49
25
% of
responses
20
15
10
5
0
$0
under $5
$5-$10
$15-$20
$20-$25
$25-$30
$30-$40
over $40
USC
WORLDWIDE MOBILE DATA SERVICES
STUDY
WORLDWIDE MOBILE INTERNET STUDY
CTM
Value of Mobile Services Korea Most Intense Users 2006
70
60
Frequently
Occasionally
Not at all
50
% of
responses
40
30
20
10
0
Commerce
commerce
Communication
communication
Information
information
Entertainment
entertainment
USC
WORLDWIDE MOBILE DATA SERVICES
STUDY
WORLDWIDE MOBILE INTERNET STUDY
CTM
Perceived Relative Value of Mobile Services - U.S. 2007
How often do you use each service?
How often do you use each kind of wireless data service?
90
80
Frequently
Occasionally
Never
70
60
% of
responses
50
40
30
20
10
0
Purchasing
purchasing
Communicating
communicating
Information
information
Entertainment
entertainment
USC
WORLDWIDE MOBILE DATA SERVICES
STUDY
WORLDWIDE MOBILE INTERNET STUDY
CTM
Comparative Results
Across several markets, (US, Japan, Australia)
mobile phones are valued for communication
activities
Low use of m-commerce services across all
markets
Most intense users in Korea use information
and entertainment services, US only use
communication services
USC
WORLDWIDE MOBILE DATA SERVICES
STUDY
WORLDWIDE MOBILE INTERNET STUDY
CTM
Perceived Relative Value of Mobile Services - U.S. 2006
Most interesting type of video programming
50
45
40
35
Percentage
Agreeing
30
25
20
15
10
5
0
pre- rec orded TV
pre-recorded TV
live TV
live TV
short movies
short movies
video c lips
video clips
USC
WORLDWIDE MOBILE DATA SERVICES
STUDY
WORLDWIDE MOBILE INTERNET STUDY
CTM
Perceived Relative Value of Mobile Services – U.S. 2006
Willingness to pay per month for mobile
video/TV services
US: Willingness to pay per month for mobile services
60
Below
18
18-24
50
40
25-34
35-49
30
50-65
20
10
0
$0 - $5
$0 - $4
$5 - $10
$5-$10
$11 - $15
$11-$15
$16 - $20
$16 - $20
USC
WORLDWIDE MOBILE DATA SERVICES
STUDY
WORLDWIDE MOBILE INTERNET STUDY
CTM
Comparative Results
Preference of US users is for live TV over video
or pre-recorded types of content
Willingness to pay for mobile video is
generally low
Context of mobile video usage is not yet clear
USC
WORLDWIDE MOBILE DATA SERVICES
STUDY
WORLDWIDE MOBILE INTERNET STUDY
CTM
Perceived Relative Value of Mobile Services - U.S. 2007
Do you use Wi-Fi access more for personal
or work-related activities?
Do you use the wireless Internet on your laptop or other device more for
personal or work-related activities?
50
45
40
35
% of
responses30
25
20
15
10
5
0
Exclusively for work
Exclusively
for work
activities
Mainly for work activities
Mainly for work
About 50/50 - personal
50/50
and
work
Mainly
forfor
personal
Mainly
activities
personal
Exclusively for for
personal
Exclusively
activities
personal
USC
WORLDWIDE MOBILE DATA SERVICES
STUDY
WORLDWIDE MOBILE INTERNET STUDY
CTM
Perceived Relative Value of Mobile Services - U.S. 2007
When are you most likely to access the Internet
via Wi-Fi?
In what circumstances are you likely to access the Internet via WiFi?
90
80
Very likely
Somewhat likely
Not likely
70
% of
60
responses
50
40
30
20
10
0
At home
At work
While
travelling
While
commuting on
public
transport
In an airport
While waiting
At school
At a café
In public
(shopping,
walking)
In a hotel
USC
CTM
WORLDWIDE MOBILE INTERNET STUDY
WORLDWIDE MOBILE INTERNET STUDY
Perceived Relative Value of Mobile Services - U.S. 2007
Where do you use data services?
Where are you most likely to use data services?
70
Not likely
Moderately likely
Likely
60
50
% of
responses
40
30
20
10
0
At home
At school
At work
At a friend's
In transit
(including
waiting time)
In public,
shopping, or
on the street
Killing time
USC
WORLDWIDE MOBILE DATA SERVICES
STUDY
WORLDWIDE MOBILE INTERNET STUDY
CTM
US: Do
Work
Personal
Life
- 2007 activities?
you use-wireless
data services
moreBalance
for personal or work-related
40
35
30
25
Percentage
Agreeing:
Likely or
Very likely
20
15
10
5
0
Exclusively for work
exclusively
work
Mainly for work
mainly
for work
About 50/50 personal and
work
about 50/50
Mainly for personal
mainly
personal
Exclusively for personal
exclusively
personal
USC
WORLDWIDE MOBILE DATA SERVICES
STUDY
WORLDWIDE MOBILE INTERNET STUDY
CTM
Do you use wireless data services more for personal or work related activities?
US: Work
- Personal Life By
Balance
by age - 2007
Age:
90
80
Mainly for work
about 50/50
Mainly for personal
70
60
50
Percentage
Agreeing: 40
Likely or
Very likely
30
20
10
0
18-24
18
– 24 yrs.
25 25-34
– 34 yrs.
35-49
35 – 49
yrs.
USC
WORLDWIDE MOBILE DATA
INTERNET
SERVICES
STUDY
STUDY
CTM
Korea: Work - Personal Life Balance - 2006
50
45
K18-24
40
K25-34
K35-49
35
30
Percentage
25
Agreeing:
Likely or
Very likely 20
15
10
5
0
Exclusively for work
exclusively
work
Mainly for work
mainly
for work
About 50/50
about
50/50
Mainly for Personal
mainly
personal
Exclusively for Personal
exclusively
personal
USC
WORLDWIDE MOBILE DATA
INTERNET
SERVICES
STUDY
STUDY
CTM
How do people learn about mobile data services 25-34 yrs.
U.S. 2006
60
Very Likely
Somewhat
50
Not Likely
40
Percentage
Agreeing
30
20
10
0
Magazines
magazines
Radio
radio
Internet
Internet
TV
Advertising
TV
ads
Movies
Newspapers
Wireless
Stores
movies
newspapers
wireless
store
Friends
friends
USC
WORLDWIDE MOBILE DATA SERVICES
STUDY
WORLDWIDE MOBILE INTERNET STUDY
CTM
Comparative Findings
Demand exists for content and services useful
to daily life
Across markets, mobile phones are used for
personal purposes more than work-related
activity
In the US: greater perception of the mobile
phone as work/productivity related compared
to other markets
USC
CTM
Marshall School of Business
Center for Telecom
Management
University of Southern
California
www.marshall.usc.edu/ctm
Elizabeth Fife