Consumer survey reveals what mobile subscribers think about their data usage and mobile data services experience
April 16th 2014. Citrix has revealed findings from a consumer survey about mobile device etiquette, sponsored data plans and the mobile user experience. The survey of adult smartphone and tablet owners, conducted by Wakefield Research on behalf of Citrix, found that, as a group, younger mobile users (millennials) are the most fearful about exceeding their mobile data limit, while, as a group, adults with children are those most likely to actually exceed their monthly data limit.
“Subscribers are constantly changing the way they interact with mobile devices. Overall, subscribers are demanding more data, more of the time, but specifically how they wish to use this data is changing,” said Chris Koopmans, vp & gm, Service Provider Platforms at Citrix.
“The findings of this survey highlight the myriad ways in which subscribers are using their data plans and provide operators insight into subscriber attitudes and perceptions about mobile data consumption.”
A majority of subscribers say they exceed their mobile data quota – even more fear exceeding it
82 per cent fear the data usage impact of mobile apps on their monthly data limit and have avoided using an app because of that fear. Subscribers using iPhones are more concerned about data overages than Android smartphone subscribers (66 per cent versus 48 per cent).
67 per cent of those who watch at least one mobile video per month say they have exceeded their monthly data limit. This drops to 36 per cent for those who watch less than one mobile video per month.
Adults with children say they use more data than those without – 72 per cent of parents believe they exceed monthly limits, while only 46 per cent of childless adults say they exceed them.
Subscribers will use more data services if they’re offered through a data plan sponsored by a content provider
71 per cent of men and 62 per cent of women would engage more if sponsored data plans were available. Specifically, subscribers would access bank account info (39 per cent), watch educational videos (33 per cent), watch advertisements (28 per cent), hold a teleconference (21 per cent) or file an insurance claim (18 per cent).
The younger generation is more open to sponsored data plans with 78 per cent of millennials receptive to plans, compared to just 52 per cent of baby boomers.
Parents are more interested in sponsored data plans compared to non-parents. 77 per cent of parents are likely to do the tasks above if data usage was sponsored, in sharp contrast to 58 per cent of non-parents.
“Sponsored data plans are likely to be a growing source of revenue for mobile operators. The findings of this survey suggest that although subscribers are keen to consume data, they are also worried about exceeding data limits,” said Koopmans.
“Sponsored data plans are one way in which content providers can engage with their target audience. This research is a first in terms of assessing the subscriber’s desire to receive these plans.”
The consumer survey was conducted by Wakefield Research on behalf of Citrix. It was distributed among 1,000 US adult smartphone or tablet owners ages 18 and older, in January 2014, using an email invitation and an online survey. Quotas were set to ensure reliable and accurate representation of the US adult smartphone or tablet owner population 18 and older.
Citrix (NASDAQ:CTXS) is a leader in virtualisation, networking and cloud infrastructure to enable new ways for people to work better. Citrix solutions help IT and service providers to build, manage and secure, virtual and mobile workspaces that seamlessly deliver apps, desktops, data and services to anyone, on any device, over any network or cloud. This year Citrix is celebrating 25 years of innovation, making IT simpler and people more productive with mobile workstyles. With annual revenue in 2013 of $2.9 billion, Citrix solutions are in use at more than 330,000 organizations and by over 100 million people globally.