24
October 2002
Contents
Chapter
1 – Introduction
Chapter
2 – Summary
Main findings
Chapter
3 – Mobile phone usage
Chapter
4 – Consumers’ use of mobile packages and suppliers
Chapter
5 – Mobile spend and calling behaviour
Chapter
6 – Impact of mobiles on use of fixed phones
Chapter
7 – Consumer use of information comparing networks
Chapter
8 – Customer satisfaction
Annex
1 – Details of changes to quarterly survey sample in May
2002
Annex
2 – Q10 August 2002 residential questionnaire: mobile telecoms
questions
Chapter
one
Introduction
1.1 This report
provides an overview of the key findings of consumer behaviour in the
mobile market, taken from the tenth wave of Oftel’s quarterly residential
consumer survey, conducted in August 2002. Results from previous waves
are used for comparison purposes where appropriate and referred to throughout
this report.
1.2 The report provides
trend information and examines differences between consumers with different
social characteristics. The sample and methodology were changed in
May 2002. It is important to understand these changes and the effect
this has on the results. Please see annex one for further details.
1.3 The survey was
conducted for Oftel by Recom (Research into Communications) amongst
2312 UK adults (see note one below) during August
2002, of whom 68% claimed to have a mobile. The report has been prepared
by Oftel (see note two below), based on the results
provided by Recom.
1.4 This report
covers:
- UK penetration
of mobile phones, networks, packages and services used;
- which consumers
are using mobiles;
- impact of mobiles
on use of fixed phones;
- usefulness of
information comparing networks;
- switching and
porting behaviour; and
- customer satisfaction
1.5 A copy of the
questions is attached in annex one. Topics to be researched each quarter
are requested by Oftel project teams and results feed into current investigations
and reviews in individual market areas.
Notes:
1.
This survey was conducted amongst a representative sample of UK adults,
reflecting the UK profile of sex, age, social grade, region and employment
status. Data has also been weighted to ensure the sample is representative
of the UK adult population. All data shown is weighted data. Unweighted
base sizes are shown on charts and tables to show the number of people
who were asked the question. Because the survey was conducted amongst
a sample of adults, rather than the whole population, the data may be
subject to a small margin of error. The error margin for this total
sample of 2312 consumers is about 1-2%, but is higher amongst smaller
subgroups. Results referred to as 'significantly' different, have been
tested at the 95% level of confidence and hence are outside of the error
margins and therefore can be considered real changes.
2.
The report should not be seen as recommended best buys and should not
therefore be relied upon when making purchase decisions. Oftel has conducted
its own checks on the data in this report and whilst we consider it
to be correct, Oftel accepts no liability in respect of any of the results
provided to it by Recom or any decisions taken by any person in reliance
on the report.
Chapter
two
Summary findings
Headline figures
- 68% of UK adults
own/use a mobile phone, 80% of households have at least one mobile
- 71% of mobile
customers use a pre-paid package, 25% subscribe to a monthly contract,
4% use an all in one package
- £19 was the average
monthly spend
- 94% were satisfied
with their mobile service overall
Mobile ownership
remains stable and pre-pay remains most popular, despite a shift towards
monthly subscription packages amongst high earners
2.1 Mobile ownership
remains relatively unchanged over the last year and stands at 68% (see
note three below) amongst the recently revised
sample.
2.2 Mobile ownership
in rural areas (74%) is higher than in urban areas, where the figure
stands at 67%. Pre-pay packages remain the most popular payment option
in the UK. There has been a significant shift within the highest income
group from pre-pay packages to monthly subscription packages – now used
by half of this group.
Increase in
switching observed last quarter is sustained. Mobile customers who ‘don’t
know’ if operators differ in service levels are less likely to switch
networks
2.3 Around a quarter
(26%) of mobile customer have ever switched network – lower than supplier
switching amongst electricity and gas customers. However switching rates
are broadly similar to the fixed line market, which given that consumers
have generally had their fixed phone much longer than their mobile indicates
a greater propensity to switch amongst mobile customers.
2.4 Younger customers
and monthly subscription users remain amongst the most likely to switch.
Mobile owners who did not know if the operators differed in service
levels were relatively unlikely to switch. It is possible that the rise
in the proportion of switchers is partly a reflection of consumer confusion
resulting from the recent re-branding of two of the mobile companies.
Oftel will continue to monitor consumers’ switching behaviour in the
mobile market.
2.5 Of those who
have switched since portability 1 in 5 ported their number. The majority
of those not porting since portability did not ask to keep their number
and were given new numbers by default, indicating that portability is
not being actively promoted to customers.
2.6 The most popular
reason given for not switching was "no need" to change supplier.
A quarter of non-switchers mentioned specific barriers to switching
including perceptions of too much hassle, having to change number, switching
costs and concerns about service quality from other networks. Most of
these were each mentioned by fewer than 1 in 10 consumers.
No significant
change in use of mobiles in place of fixed lines since August 2000
2.7 61% of UK adults
claimed to have both a fixed line and mobile phone and 61% of these
actively switch between the two. Convenience remains the main reason
for using a mobile phone in place of a fixed line.
44% of mobile
customers are likely to use information comparing networks
2.8 44% of mobile
customers stated that they were likely to use information comparing
networks – the most popular areas were ‘geographic coverage’ and ‘ability
to make calls without getting cut off’.
A small drop
in satisfaction with overall mobile service means mobile customers are
slightly less satisfied with overall phone service than fixed line customers
2.9 94% are satisfied
with their overall mobile service – a significant drop of 2% from last
quarter – perhaps in part due to some networks modifying some tariffs.
Satisfaction is now slightly but significantly less than current satisfaction
with the fixed market (96%). Satisfaction with both these markets remain
higher than for the Internet (91%).
2.10 Satisfaction
is highest with choice of services and sound quality. Satisfaction with
price of calls to other networks is lower – 53% are satisfied. Satisfaction
levels are consistent with previous findings.
2.11 Geographic
coverage was the area where mobile customers felt networks differed
most. Other areas included price of calls, reception quality and range
of handsets. Areas where customers thought there were few differences
between networks were customer service and range of services offered.
Note:
3.
Lower than 73% reported in February 2002 (Q8) due to sample changes
and greater inclusion of deprived areas where mobile ownership is lower
than average.
Chapter
three
Mobile phone usage
3.1 Mobile ownership
has remained stable between May and August, at 68% (31 million adults).
Results shown in figure 3a indicate that penetration level has been
slowing for some time, and has remained virtually unchanged in the last
year.
3.2 A further 12%
of adults said they live in a household with at least one mobile phone,
keeping the current level of mobile ownership within UK households stable
at 80% (this equates to 20 million households).
Figure 3a:
Mobile growth – % UK* adults and households who have a mobile phone
Base: UK adults,
August ‘02 (Base: 2312)
* Note – Figures
up to March 2000 are based on GB population and are taken from MORI’s
Technology Tracker. Figures from May 2000 onwards include Northern Ireland
and therefore represent the UK adult population. Sampling method changed
in May ’02 – see annex one for further details.
** figure using
previous sample to indicate continuous trend.
Figure 3b:
UK adults with mobiles
Base: UK residential consumers aged 15+, August ‘02 (Base: 2312)
3.3 Figure 3b shows
mobile penetration amongst different demographic groups. Mobile ownership
remains prominent amongst under 55’s, higher social grades, working
adults and those with an annual income in excess of £17,500. There has
been no notable change in penetration amongst any of the groups since
last quarter.
3.4 During February
2002, 95% of UK homes claimed to have a fixed phone, a small but statistically
significant rise of 2% for the first time since May 2000 (when this
survey began). Figures from May 2002 indicated that this rise had been
sustained. However the August 2002 figures show a significant drop to
91%. This
has been caused primarily by younger and lower income groups reverting
from fixed ownership to mobile only usage. This fluctuation should be
expected following the changes to the survey sample now providing greater
representation of lower income groups in areas of higher deprivation.
These groups have a greater propensity to debt and/or disconnection
issues, hence affecting fixed penetration.
Figure 3c:
Penetration of fixed and mobile telephony in UK homes
Base: UK homes, Aug 02 (Base: 2312, less than 1% ‘don’t knows’
have been excluded)
* Sample was
changed in May (see annex one)
Note – rounding
of data results in occasional months showing totals of more or less
than 100%.
Mobile only homes
3.5 There has been
a significant rise, from 5% in May 2002 to 8% in August 2002, in the
percentage of UK homes that are using a mobile phone and don’t have
a fixed line. Mobile only customers remain predominantly younger (15-34),
low income groups and DE social grades.
3.6 Not surprisingly
mobile only homes are among the higher mobile spenders. On average these
consumers are spending £29 per month compared to an average £19 (spent
on mobile bill) by mobile customers as a whole. 83% of this group claim
to be on pre-paid packages (either ‘pay as you go’ or ‘all in one’ phones)
Chapter
four
Consumers’ use
of mobile packages and suppliers
Packages used
4.1 Pre-paid mobile
packages remain the most popular, used by 7 in 10 adult mobile customers
in the UK. There has been little change since May in the overall profile
of packages used.
4.2 There has, however,
been significant shift in payment method amongst those with incomes
of £30k+ since May. The percentage of these mobile phone users on pre-pay
deals has dropped from 54% to 45%, whilst monthly subscriptions are
now used by half (up from 38%). Since there has been no change in penetration
amongst this group this change suggests conversion amongst existing
customers which is consistent with the higher than average propensity
of this group to switch.
Figure 4a:
Profile of mobile package usage
Base:
UK mobile customers aged 15+ Aug ’02 (Base: 1517, 2% ‘don’t know/other’
have been excluded)
*Note that sample
and method changed in May 2002 – see annex one.
4.3 Older mobile
owners, those in lower income groups, lower social grades, and consumers
living in areas defined as ‘high deprivation’, are more likely than
average to have a pre-pay mobile phone. Higher income groups and social
grades and younger mobile customers are more likely than average to
use a monthly subscription package, as shown in figure 4b. Those in
the highest income group now appear more likely (though not significantly)
to be on a monthly contract than a pre-pay deal.
Figure 4b:
Distribution of mobile packages across demographic groups
Base:
UK mobile customers aged 15+, August ’02 (Base: 1517, ‘don’t knows’
have been excluded)
Suppliers used
4.4 Figure 4c shows
a comparison between Oftel’s survey and published sources of mobile
market share information (in terms of numbers of subscribers using each
of the four networks). The results indicate that the survey remains
broadly reflective of the current mobile market in terms of the proportion
of customers using each network. It should be noted that industry figures
include business subscribers.
Figure 4c:
% mobile customers using each network
Base:
UK mobile customers aged 15+, August ‘02 (Base: 1517, 1% ‘don’t know/other’
have been excluded)
Industry data: Fintec Mobile Communications, August ‘02
NB rounding of
data may result in totals of 99% or 101%.
Calls to mobiles
4.5 1 in 4 (26%)
mobile customers said they took into account when choosing their mobile,
which networks they would be calling. Younger people, those in areas
of high deprivation and higher spending customers were amongst those
groups more likely than average to take this into account in their purchasing
decision. These figures are broadly consistent with findings in February
2002.
4.6 18% of mobile
customers said they found out how much it would cost others to call
their mobile before purchasing – not surprisingly perhaps, the proportion
was significantly higher amongst those who do not have a fixed line
at home (25%). In total, 8% of customers said that the cost of other
people calling them was a significant factor in their choice of one
mobile network over another.
Perceptions of
differences between mobile networks
4.7 Mobile customers
were asked if they thought that mobile operators differed in several
aspects of service (Fig 4d). Geographic coverage was the area where
mobile customers felt networks differed most – 30% felt they differed
a lot in this respect. Other areas included price of calls, reception
quality and range of handsets. Areas where customers thought there were
few differences between networks were customer service and range of
services offered. Younger customers, higher social groups and higher
spenders were more likely than older customers, lower social groups
and lower spenders to believe that the operators differed across most
aspects. Only 3% of mobile customers thought that operators did not
differ at all on any of the aspects shown in figure 4d.
4.8 In the last
two years consumers think that service aspects of mobile networks have
become more similar, especially in price of rental/monthly charging,
range of services and customer service. The service aspects where consumers
perceive the operators most differ remain broadly similar to August
2000.
Figure 4d:
Percentage that think that mobile networks differ in aspects of service
Base:
UK mobile customers aged 15+, August ’02 (Base: 1517)
Switching behaviour
4.9 Just over a
quarter (26%) of mobile customers have ever switched mobile network
or service provider – the significant rise reported in May has been
sustained. 11% have switched within the last 12 months which is consistent
with the recent shift from pre to post pay while overall ownership remains
virtually unchanged. As noted last quarter, this apparent rise in switching
might partly reflect consumer confusion surrounding the recent re-branding
of O2 (formally BTCellnet) and T-Mobile (formally One2One)
so some caution should be applied in attributing this rise to ‘real’
switching. We will continue to monitor switching behaviour in the mobile
market. Younger consumers and post-pay users remain amongst those most
likely to switch.
4.10 Higher spending
mobile customers are also more likely to have switched mobile network,
37% of those paying £31+ per month have done so, compared to 32% of
those spending £11 – £30 and 19% of lower spending customers (up to
£10). This is consistent with previous Oftel research, which indicates
that cost is one of the main reasons for switching.
4.11 Customers were
asked how satisfied they were with several elements of their mobile
service. This revealed that those who were not satisfied with the elements
mentioned (see figure 8b) were significantly more likely than average
to have switched network. This could be because customers who have switched
in the past have higher expectations and hence are less likely to be
satisfied with service elements. Care should also be taken in consideration
of these figures, as those who are not satisfied with elements of mobile
service tend to be more likely to be younger, monthly subscribers and
higher spenders – similar characteristics to those most likely to switch.
4.12 Mobile customers
are significantly less likely to have changed supplier than customers
of gas suppliers and electricity suppliers (figure 4e). However when
compared to the fixed telecoms market switching between mobile suppliers
is only slightly less prevalent. Since consumers have generally had
their fixed phone longer than their mobile, this indicates a greater
propensity to switch in the mobile market.
Figure 4e:
Percentage who have ever switched supplier, or used a different or additional
supplier
Base:
UK adults aged 15+ who have the relevant service, August ’02 (Base:
variable, don’t knows have been excluded)
4.13 Customers who
believed that mobile networks differed on a number of aspects, including
geographic coverage, quality of connection/reception, quality of customer
service/after sales care, price of calls, price of rental/monthly charges,
range of packages and tariffs offered, range of services offered, voicemail,
Internet access and overall value for money were more likely than average
to have switched networks, which is unsurprising since if customers
didn’t see any difference between the networks they would presumably
have little reason or incentive to switch.
4.14 A potential
barrier to switching is observed when considering those who "don’t
know" whether networks differed in any of the mentioned aspects
of service. 1 in 10 of the ‘don’t knows’ had switched.
Number portability
4.15 Mobile number
portability was introduced around three years ago – 86% of switchers
had switched since then and 1 in 5 of these (18%), ported their number.
4.16 Consumers who
had switched and not ported their number were asked whether they had
in fact asked to keep their number. Since portability was introduced
about 1 in 10 (7%) of these consumers had asked to retain their number,
consistent with findings from last quarter. Others appear to have been
given a new number automatically (as shown in figure 4f) suggesting
that mobile portability is not actively being promoted.
4.17 Other reasons
for changing mobile number since portability included not being aware
that they could keep their old number. In total, around 1 in 10 (8%)
consumers did not port when switching due to a barrier such as expense,
number being locked or the whole process being too much hassle. There
has been little change in these results since last quarter.
Figure 4f:
Reasons for not porting
Base:
UK mobile customers aged 15+ ever switched network/service provider
since portability became available, and changed number, August ’02 (Base:
269)
Reasons
for not switching
4.18 The most popular
reasons for not switching were no need and lack of interest, accounting
for 3 in 5 non-switchers in total, as shown in figure 4g. Other reasons
included specific mention of satisfaction with current supplier and
perception of being on the best deal.
Figure 4g:
Reasons for never having changed mobile network/service provider
Base:
UK mobile customers aged 15+ who have never changed mobile network/service
provider, August ’02 (Base: 1111)
4.19 A quarter of
customers mentioned specific barriers to switching however, such as
perceptions of hassle, having to change number, switching costs and
concerns about the service from other networks. Only 3% specifically
mentioned difficulties comparing deals. Although monthly contract users/heavier
spenders were most likely to have switched, the remainder who had not,
made greatest mention of these barriers which is consistent with the
results of recent Oftel work examining which consumers had most savings
to achieve by switching.
Chapter
five
Mobile
spend and calling behaviour
5.1 On average mobile
customers are spending £19 per month on mobile services including line
rental and text messaging, similar to May 2002 (£18).
5.2 Average mobile
spend however is inflated by a proportion (16%) of higher spending of
mobile customers spending £30+ per month, figure 5a shows that half
(48%) of mobile consumers actually only spend up to £10 per month.
Figure 5a:
Average monthly mobile spend
Base:
UK mobile customers aged 15+, August ‘02 (Base: 1517)
5.3 Men, 15-34 year
olds, monthly subscription package users and higher income households
remain amongst the higher spending mobile customers, as shown in figure
5b. Monthly subscription users are still spending around three times
as much (£36) as pre-pay customers (£13). Those living in areas of higher
deprivation have an average spend (£19) similar to those in more affluent
areas (£18 in areas of low deprivation).
Figure 5b:
Average monthly mobile spend
Base:
UK mobile customers aged 15+, August ‘02 (Base: 1517, ‘don’t knows’
have been excluded)
Mobile calling
patterns
5.4 Mobile customers
were asked about the type of calls they made from their mobile phone.
On average, just over 2 in every 5 voice calls (44%) were to mobiles,
with the remaining 56% of calls being to fixed lines. Of the calls made
to mobiles, 43% were to mobiles on the same network and 58% were to
mobiles on different networks (this equates to 19% on-net and 25% off-net
as a proportion of all calls made from mobiles). For the average mobile
customer therefore, about 4 in 5 of the calls made from their mobile
are to fixed phones or mobiles on different networks (figure 5c). There
has been no change in these levels since February.
Figure 5c:
Average monthly call types
Base:
UK mobile customers aged 15+, August ‘02 (Base: 1517, ‘don’t knows’
have been excluded)
5.5 Younger customers
made almost twice the proportion of mobile to mobile calls as older
customers as did heavy spenders and mobile only customers.
5.6 Oftel’s market
information on call volumes (measuring call minutes, rather than number
of calls) indicates that on-net calls (32%) are more prominent than
off-net calls (15%). This suggests that consumers are spending on average
more time per call when calling on-net than when calling off-net. This
could indicate that consumers are keeping off-net calls short because
of higher costs and that they are spending longer on on-net calls to
take advantage of lower costs or use up ‘free minutes’ included in monthly
contracts. Call volumes to fixed phones are about the same (53%) as
the percentage of calls to fixed phones reported.
5.7 Most customers
claimed to make more off-net than on-net calls, though again there were
differences by age and spend. Younger customers and heavier spenders
were more likely to call on-net than older customers and lighter spenders.
Both of these groups were also more likely to have taken into account
which networks they would be calling when selecting their mobile. This
is consistent with February’s findings.
Chapter six
Impact of mobiles
on use of fixed phones
6.1 Compared with
two years ago, the proportion of consumers with both fixed and mobiles
phones, claiming to select their mobile rather than fixed phone in a
range of circumstances, remains virtually unchanged at around two-thirds
(figure 6a). In terms of actual numbers of consumers this represents
a rise of almost one million as mobile penetration has grown during
this period.
6.2 The figures
do not convey whether the volume of calls (in terms of call minutes)
in which mobile is displacing fixed is also rising. Oftel’s Market Information
however, does indicate an increase in mobile minutes and a corresponding
fall in the proportion of fixed voice calls.
6.3 Convenience
remains the main reason for selecting mobiles rather than fixed phones,
and about a fifth of customers said they use their mobile when their
fixed phone is being used by someone else. A significant minority of
customers were selecting their mobile rather than fixed phone for perceived
cost savings on a range of call types.
6.4 Mobile customers
with Internet access at home tend to spend more on their monthly bill
as their Internet usage increases. Although this may reflect heavier
telecoms usage in general, a fifth of mobile customers with Internet
said they used their mobile to make calls when the fixed phone was connected
to the Internet.
Figure 6a:
Examples of consumer preference for mobile over fixed phone usage
Base:
UK consumers aged 15+ with both fixed and mobile phone, Aug ’02 (Base:
1372)
Chapter
seven
Consumer use of
information comparing networks
7.1 Consumers were
asked how likely they were to use information comparing mobile networks.
44% expressed an interest in using any of this information – 9% stated
that they were likely to use all aspects. 56% said they were unlikely
to use any of it. The young, those from higher social grades, low deprivation
areas and high mobile spenders are all more likely than average to use
information comparing networks – broadly similar groups to those who
believed mobile networks were likely to differ in aspects of service.
7.2 At an individual
level there was most interest in information about sound quality and
ability to make calls without getting cut off, and least interest in
information about the quality of Internet services provided, which perhaps
reflects the relatively low use of these services currently.
Figure 7a:
% of mobile customers who said they were likely to use different aspects
of information comparing networks
Base:
UK mobile customers aged 15+, August ‘02 (Base: 1517)
7.3 Those that were
likely to use at least one information aspect were asked which two aspects
they would find useful to have more information on. Figure 7b illustrates
that the most popular areas where consumers want more information are
‘geographic coverage’ (47% of those likely to use information) and ‘ability
to make and receive calls without getting cut off’ (41%).
7.4 Amongst the
groups identified as most likely to use information there were some
aspects that were more popular than average – younger customers were
more interested in more information on ability to send and receive text
messages successfully. Those from AB social groups and areas of low
deprivation were more likely to find more information on geographic
coverage useful.
Figure 7b:
Information areas consumers would find useful to have more information
about
Base:
UK consumers aged 15+ who personally have or use a mobile phone and
are likely to use information comparing networks, August ’02 (Base:
650)
7.5 The results
in this section do not indicate a demand for information – they suggest
what information would be useful if more was provided. Currently the
mobile CPI cover the ability to make calls without getting cut off and
gives some indication of coverage levels in different areas (see www.oftel.gov.uk/consumer/initiatives/mobilcpi.htm).
Chapter
eight
Customer satisfaction
8.1 This quarter
sees a small, but significant fall in satisfaction with the overall
mobile phone service amongst UK mobile customers (94%), as shown in
figure 8a. This could be partly attributed to the slight drop in satisfaction
with value for money discussed below. There was little difference between
users of the four mobile networks.
8.2 Overall satisfaction
with mobile service was slightly, but significantly lower than satisfaction
levels in the fixed telecoms market (96%). Satisfaction levels in both
these markets remain slightly higher than reported for the Internet
market (91%).
Figure 8a:
% UK mobile customers satisfied with overall mobile phone service
Base:
UK mobile customers aged 15+, August ‘02 (Base: 1517, 1% ‘don’t knows’
have been excluded)
*Note sample changed
in May 2002, see annex one.
8.4 Satisfaction
with overall value for money has fallen slightly, but not significantly,
to 87% this quarter (from 89%), as shown in figure 8b. Recent changes
in tariff structure by some operators have meant that prices may have
risen for some infrequent, pre-pay users which is consistent with small
(although not significant) reductions in satisfaction levels amongst
the lowest spending mobile customers and pre-pay customers since last
quarter. Satisfaction will continue to be monitored. Monthly subscription
users have a slightly lower satisfaction level with value for money
than pre-pay customers and satisfaction remains lowest among higher
spending customers.
Figure 8b:
% UK mobile customers satisfied with aspects of service
Base:
UK mobile customers aged 15+, August ‘02 (Base: 1517, ‘don’t knows’
have been excluded)
8.5 Price of calls
to other mobiles remains an area where consumer satisfaction is low,
especially off-net calls, where 53% were satisfied – overall these satisfaction
levels are broadly similar to those reported in February and May.
Annex
1
Details of
changes to Oftel’s quarterly residential survey, May 2002
In April 2002, Oftel
changed the market research agency we use to conduct the fieldwork for
our UK quarterly residential surveys. At the same time we took the opportunity
to refine the sample and methodology used to conduct these surveys.
The changes are
as follows:
Methodology
Our surveys were
previously carried on a national in home, face-to-face, CAPI omnibus
survey. They are now conducted as a stand-alone Oftel survey (ie not
on a shared omnibus), conducted on paper rather than CAPI, and remain
in home and face-to-face.
The advantages of
this new methodology include:
- giving us more
flexibility in terms of who and where we interview (see below for
further details);
- shorter interview
for respondents (reducing potential respondent fatigue) as it is now
a stand-alone Oftel survey, and is not combined with a variety of
other topics on an omnibus survey; and
- enabling respondents
to focus on telecoms issues specifically (and hence provide potentially
better quality answers) rather than thinking about the variety of
diverse topics that can appear on an omnibus .
Sample
The sample remains
a representative sample of UK adults aged 15+, representative in terms
of age, gender, social grade, working status, and region.
The changes include:
- greater representation
of rural and deprived areas (due to the limitations of an omnibus
in reaching some of these areas) and
- controls are
now set on the proportion of interviews conducted in cabled and non-cabled
areas to ensure they are included in their natural proportions. Since
the omnibus is not telecoms-specific, cabled status was left to fall
out naturally, and no quotas were set on the number of interviews
in cabled vs non-cabled areas.
These refinements
enable us to control or investigate in greater detail issues that are
particularly likely to influence telecoms usage. The implications of
these changes are that some of the results will be affected. To understand
what changes are due to these sample and methodology changes, and what
changes are real changes in the market, the key tracking questions were
repeated on the omnibus in May, in parallel to the new survey.
The main measures
affected are take-up of mobile and Internet. These are lower amongst
the new sample as would be expected given the higher proportion of deprived
areas now included in the sample – respondents who traditionally are
less likely to have these technologies. Results from both surveys are
discussed where appropriate in the report to distinguish changes resulting
from the sample and real changes in consumer behaviour. This should
enable the reader to place the new figures (from which subsequent quarters’
trend data will continue) in the context of the previous trend data.
Annex
2
Q10 August 2002
residential questionnaire – mobile questions
Q1. How many mobile
phones in total do you and members of your household have or use?
Q2. Do you personally
have or use a mobile phone?
Q3. Which mobile
phone supplier do you personally use?
O2 (BTCellnet)
T-Mobile (One2One)
Orange
Virgin
Vodafone
Q4 Thinking about
your mobile phone usage, please could you tell me which, if any of the
following statements apply to you?
Before choosing
my current mobile phone, I found out how much it would cost other people
to call me
The cost of
other people calling me was a significant factor in my choice of one
mobile network over another
When choosing
my mobile network, I took into account which networks the people I would
be calling on their mobile were using
Q5. Which of these
statements best describes the mobile package you have?
Pre paid package
ie after paying a one-off fee for the phone, ‘top up’ is bought as and
when required
Monthly subscription
contract ie line rental and call charges are paid each month
All in one
package ie phone and any line rental is paid in advance and calls are
either billed monthly or paid by call vouchers
Q6. Approximately
how much would you estimate the total monthly cost of your mobile phone
to be? Please include the cost of VAT, calls, line rental and messaging
services.
Q7 Approximately
what proportion of the voice calls you make FROM your mobile phone (excluding
text messages) are to mobile phones?
Q8 And approximately
what proportion of the voice calls you make to mobiles (excluding text
messages) are to mobiles on the same network as yours?
Q9 How satisfied
are you with the following?
Your mobile service
overall
Price of voice
calls to other mobiles on different networks to yours
Choice of
packages and tariffs available
Choice of
services available through your mobile (eg Internet, text messaging,
voicemail)
Quality of
customer service/after sales care
Ability to
make calls without getting cut off
Sound quality
Overall value
for money from your mobile phone supplier
Very satisfied
Fairly satisfied
Not very satisfied
Not at all
satisfied
Q10. Have you ever
changed your mobile phone network or service provider?
Q11. When you changed
your mobile phone network or service provider, did you change your mobile
phone number or did you keep your original number?
Q12. Did you ask
to keep your original number?
Q13. Why did you
change your mobile number?
Q14 Why have you
never changed mobile network/service provider?
Q15 Thinking about
when you use your mobile rather than your fixed phone, which if any,
of the following statements apply?
Use mobile instead
of fixed to use up free mobile minutes/vouchers before expires
Use mobile instead of fixed at certain times of the day because cheaper
Use mobile instead of fixed for certain numbers because cheaper
Use mobile instead of fixed to call mobiles on same network because
cheaper
Use mobile instead of fixed to call mobiles on different networks because
cheaper
Use mobile even when more expensive than fixed because the convenience
is more important than the cost
Use mobile
when home phone is being used by someone else
Use mobile
when home line is connected to the Internet
Q16 Do you think
that mobile networks differ a lot, a little, or not at all in the following
aspects of service?
Geographic coverage
Quality of
connection/reception
Quality of
customer service/after sales care
Price of calls
Price of rental/monthly
charges
Range of packages
and tariffs offered
Range of handsets
available
Range of services
offered
Overall value
for money
Q17 How likely are
you to use information comparing mobile networks on the following aspects?
Geographic coverage
(the actual areas covered by your network)
Ability to
make calls without getting cut off
Sound quality
Quality of
customer service/after sales care
Networks ability
to send and receive text messages successfully
Quality of
Internet services provided by the network
Very likely
Fairly likely
Not very likely
Not at all
likely
Q18 Now thinking
about the information already available to compare mobile networks,
which two if any, of the following would you personally find it useful
to have more information on?
Geographic coverage
(the actual areas covered by your network)
Ability to
make calls without getting cut off
Sound quality
Quality of
customer service/after sales care
Networks ability
to send and receive text messages successfully
Quality of
Internet services provided by the network
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