User Perspectives on Mobile Data Services
June 1, 2007Global Mobility
Roundtable
Elizabeth Fife Principal
Researcher
USC
Marshall School of Business
C TMU S C
CTM: ideas, people and knowledge for the network digital industry
USC CTM
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
WMDSSWorldwide Mobile Data Services Study
USC CTM
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
WMDSSWorldwide Mobile Data Services Study
USC CTM
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
Worldwide Mobile Data Services Study Consortium Goals
USC CTM
Easy to use services built around communications Reliable performance for voice and good customer support
Price sensitivity
US Survey Results 2004 - 2007
Things Haven’t Changed
USCWORLDWIDE MOBILE INTERNET STUDY CTM
Perceived Relative Value of Mobile Device - U.S. 2006
USC WORLDWIDE MOBILE DATA SERVICES STUDY CTM
% agreeing % agreeing
0 10 20 30 40 50 60 70
Not Important
Important
0 10 20 30 40 50 60 70
Better Games Functionality
Video Downloads
Music Downloads
Integrated Device
New Features
Easier to Use
Better PerformanceBetter performance
Easier to use
New features
Integrated device
Music downloadsVideo downloads
Better gaming functionality
18-24 yr. olds 25-34 yr. olds
How important are the following that would make you replace your phone?
0
10
20
30
40
50
60
70
80
Betterperformance
Simpler to use Fast wirelessdata access
Multifunctions Newcommunication
features
More moderndesign
Better games Music downloads
Very important
Somewhat important
Not important
USCWORLDWIDE MOBILE INTERNET STUDY CTM
better performance
US: Factors Motivating Replacement of Phone - 2007
PercentAgreeing: Important
USC CTMWORLDWIDE MOBILE DATA SERVICES STUDY
simpler faster access
to data servicesmulti-
functionscommunications
featuresdesign games music
USCWORLDWIDE MOBILE INTERNET STUDY CTM
Percentage Agreeing
Prices for services were lower
Customer support was better
Services were more useful
Services were more fun
Perceived Relative Value of Mobile Services US - 2006
Conditions for using mobile data services:
USC CTM
0 10 20 30 40 50 60
Services were easier to use
WORLDWIDE MOBILE DATA SERVICES STUDY
USCWORLDWIDE MOBILE INTERNET STUDY CTMUSC 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
WORLDWIDE MOBILE DATA SERVICES STUDY
USCWORLDWIDE MOBILE INTERNET STUDY CTM
Value of Mobile Services - 2006
USC CTMWORLDWIDE MOBILE DATA SERVICES STUDY
COMMUNICATION: International Comparison
0
10
20
30
40
50
60
70
80
90
Not Often Somewhat Often
Korea
Japan
Taiwan
Australia
United States
not often somewhat often
USCWORLDWIDE MOBILE INTERNET STUDY CTM
Value of Mobile Services - 2006
USC CTMWORLDWIDE MOBILE DATA SERVICES STUDY
INFORMATION International Comparison
0
10
20
30
40
50
60
70
80
90
Not Often Somewhat Often
Korea
Japan
Taiwan
Australia
United States
not often somewhat often
USCWORLDWIDE MOBILE INTERNET STUDY CTM
Value of Mobile Services - 2006
USC CTMWORLDWIDE MOBILE DATA SERVICES STUDY
ENTERTAINMENT: International Comparison
0
10
20
30
40
50
60
70
80
Not Often Somewhat Often
Korea
Japan
Taiwan
Australia
United States
not often sometimes often
USCWORLDWIDE MOBILE INTERNET STUDY CTM
Value of Mobile Services - 2006
USC CTMWORLDWIDE MOBILE DATA SERVICES STUDY
COMMERCE: International Comparison
0
10
20
30
40
50
60
70
80
90
Not Often Somewhat Often
Korea
Japan
Taiwan
Australia
United States
not often sometimes often
USCWORLDWIDE MOBILE INTERNET STUDY CTM
Value of Mobile Services US Users Most Willing to Pay 2006
USC CTM
% of responses
0
10
20
30
40
50
60
Commerce Communication Information Entertainment
FrequentlyOccasionallyNot At All
commerce communication information entertainment
WORLDWIDE MOBILE DATA SERVICES STUDY
USCWORLDWIDE MOBILE INTERNET STUDY CTMUSC CTM
% of responses
WORLDWIDE MOBILE DATA SERVICES STUDY
What is the most you would be willing to pay as a monthly fee for unlimited wireless data services? By Age:
0
5
10
15
20
25
30
35
$0 under $5 $5-$10 $15-$20 $20-$25 $25-$30 $30-$40 over $40
18-24
25-34
35-49
What is the most you would be willing to pay as monthly fee from unlimited wireless data services (by age) 2007
USCWORLDWIDE MOBILE INTERNET STUDY CTM
Value of Mobile Services Korea Most Intense Users 2006
USC CTM
% of responses
0
10
20
30
40
50
60
70
Commerce Communication Information Entertainment
Frequently
Occasionally
Not at all
commerce communication information entertainment
WORLDWIDE MOBILE DATA SERVICES STUDY
USCWORLDWIDE MOBILE INTERNET STUDY CTM
% of responses
Perceived Relative Value of Mobile Services - U.S. 2007
USC CTM
How often do you use each kind of wireless data service?
0
10
20
30
40
50
60
70
80
90
Purchasing Communicating Information Entertainment
Frequently
Occasionally
Never
communicating
How often do you use each service?
purchasing information entertainment
WORLDWIDE MOBILE DATA SERVICES STUDY
USCWORLDWIDE MOBILE INTERNET STUDY CTM
Across several markets, (US, Japan, Australia) mobile phones are valued for communication activities
Low use of m-commerce services across all markets
Comparative Results
USC CTM
Most intense users in Korea use information and entertainment services, US only use communication services
WORLDWIDE MOBILE DATA SERVICES STUDY
USCWORLDWIDE MOBILE INTERNET STUDY CTM
Perceived Relative Value of Mobile Services - U.S. 2006
USC CTM
0
5
10
15
20
25
30
35
40
45
50
pre-recorded TV live TV short movies video clips
Most interesting type of video programming
Percentage Agreeing
pre-recorded TV live TV short movies video clips
WORLDWIDE MOBILE DATA SERVICES STUDY
USCWORLDWIDE MOBILE INTERNET STUDY CTM
Perceived Relative Value of Mobile Services – U.S. 2006
USC CTMWORLDWIDE MOBILE DATA SERVICES STUDY
US: Willingness to pay per month for mobile services
0
10
20
30
40
50
60
$0 - $5 $5 - $10 $11 - $15 $16 - $20
Below1818-24
25-34
35-49
50-65
$0 - $4 $5-$10 $11-$15 $16 - $20
Willingness to pay per month for mobile video/TV services
USCWORLDWIDE MOBILE INTERNET STUDY CTM
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
Comparative Results
USC CTM
Context of mobile video usage is not yet clear
WORLDWIDE MOBILE DATA SERVICES STUDY
Do you use the wireless Internet on your laptop or other device more for personal or work-related activities?
0
5
10
15
20
25
30
35
40
45
50
Exclusively for workactivities
Mainly for work activities About 50/50 - personaland work
Mainly for personalactivities
Exclusively for personalactivities
USCWORLDWIDE MOBILE INTERNET STUDY CTM
% of responses
Perceived Relative Value of Mobile Services - U.S. 2007
USC CTMWORLDWIDE MOBILE DATA SERVICES STUDY
Do you use Wi-Fi access more for personal or work-related activities?
Exclusively for work Mainly for work 50/50 Mainly for personal
Exclusively for personal
USCWORLDWIDE MOBILE INTERNET STUDY CTM
% of responses
Perceived Relative Value of Mobile Services - U.S. 2007
USC CTM
In what circumstances are you likely to access the Internet via WiFi?
0
10
20
30
40
50
60
70
80
90
At home At work Whiletravelling
Whilecommuting on
publictransport
In an airport While waiting At school At a café In public(shopping,walking)
In a hotel
Very likely
Somewhat likely
Not likely
WORLDWIDE MOBILE DATA SERVICES STUDY
When are you most likely to access the Internet via Wi-Fi?
USCWORLDWIDE MOBILE INTERNET STUDY CTM
% of responses
Perceived Relative Value of Mobile Services - U.S. 2007
USC WORLDWIDE MOBILE INTERNET STUDY CTM
Where are you most likely to use data services?
0
10
20
30
40
50
60
70
At home At school At work At a friend's In transit(including
waiting time)
In public,shopping, oron the street
Killing time
Not likely
Moderately likely
Likely
Where do you use data services?
Do you use wireless data services more for personal or work-related activities?
0
5
10
15
20
25
30
35
40
Exclusively for work Mainly for work About 50/50 personal andwork
Mainly for personal Exclusively for personal
USCWORLDWIDE MOBILE INTERNET STUDY CTM
Percentage Agreeing: Likely or Very likely
USC CTM
exclusively work
mainly for work
about 50/50 mainly personal
exclusively personal
WORLDWIDE MOBILE DATA SERVICES STUDY
US: Work - Personal Life Balance - 2007
Do you use wireless data services more for personal or work related activities? By Age:
0
10
20
30
40
50
60
70
80
90
18-24 25-34 35-49
Mainly for work
about 50/50
Mainly for personal
USCWORLDWIDE MOBILE INTERNET STUDY CTM
Percentage Agreeing: Likely or Very likely
USC CTM
18 – 24 yrs. 25 – 34 yrs. 35 – 49 yrs.
WORLDWIDE MOBILE DATA SERVICES STUDY
US: Work - Personal Life Balance by age - 2007
USC WORLDWIDE MOBILE INTERNET STUDY CTM
Percentage Agreeing:Likely or Very likely
Korea: Work - Personal Life Balance - 2006
USC CTM
0
5
10
15
20
25
30
35
40
45
50
Exclusively for work Mainly for work About 50/50 Mainly for Personal Exclusively for Personal
K18-24
K25-34
K35-49
exclusively work
mainly for work
about 50/50
mainly personal
exclusively personal
WORLDWIDE MOBILE DATA SERVICES STUDY
USC WORLDWIDE MOBILE INTERNET STUDY CTM
Percentage Agreeing
How do people learn about mobile data services 25-34 yrs. U.S. 2006
USC CTM
0
10
20
30
40
50
60
Magazines Radio Internet TV Advertising Movies Newspapers Wireless Stores Friends
Very Likely
Somewhat
Not Likely
magazines radio Internet TV ads movies newspapers wireless store
friends
WORLDWIDE MOBILE DATA SERVICES STUDY
USCWORLDWIDE MOBILE INTERNET STUDY CTM
Across markets, mobile phones are used for personal purposes more than work-related activity
Demand exists for content and services useful to daily life
Comparative Findings
USC CTMWORLDWIDE MOBILE DATA SERVICES STUDY
In the US: greater perception of the mobile phone as work/productivity related compared to other markets
Elizabeth Fife
USCMarshall School of Business
CTM
Center for Telecom Management
University of Southern California
www.marshall.usc.edu/ctm