Significant increase of the smartphones popularity, mobile telephony as the most popular service. Analysis of customer preferences in the period 2011-2014 - UKE

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Significant increase of the smartphones popularity, mobile telephony as the most popular service. Analysis of customer preferences in the period 2011-2014


2014-12-11
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The President of the Office of Electronic Communications has conducted a survey concerning the use of telecommunications services, and an analysis of consumer preferences on the telecommunications market in the years 2011-2014.

Consumer survey is carried out every year on behalf of the President of the Office of Electronic Communications. This year’s survey was conducted in October and covered three groups of users:

•    individual customers, including customers above the age of 50,
•    institutional customers.

Within the survey respondents expressed their opinions on the telecommunications market and its functioning, the quality of services, as well as indicated services they use the most frequently. Magdalena Gaj, the President of UKE underlines: Results of the customer survey confirmed the information that was subsequently coming from the market, i.a. a significant increase of the smartphones and mobile telephony popularity. It can therefore be concluded, that Polish consumers become more and more active, mobile and modern members of e-society, which is joined by increasingly younger users.

The survey covered three main segments of the market: access to the Internet (both at fixed location and mobile), mobile and fixed telephony. Furthermore, the survey carried out among individual and institutional customers gathered opinions concerning the knowledge of the Office of Electronic Communications and its functioning, as well as the changes on the telecommunications market. The decline of consumers’ interest in the lowest bit rate Internet in favour of faster connections of better quality is an important indicator. It is an optimistic sign showing that the Polish consumer becomes more and more informed and demanding, and that all the forecasts concerning data traffic in the networks have a realistic chance to be fulfilled. – emphasises the President of UKE. 

The survey also comprised an assessment of the Office’s work. I am very glad that the positive assessment of the activities of the Office rises year to year. It is a result of our hard work to ensure customer protection. – summarised the President of UKE.

The analysis of consumer preferences was conducted on the basis of reports on the individual customers’ surveys carried out in the years 2011-2014. In each of the analysed years the survey covered a representative group of around 1600 persons aged 15+ and was carried out using the method of face-to-face interview.


MAIN CONCLUSIONS OF THE 2014 SURVEY:

Individual customers

  • The most popular service among individual customers is still mobile telephony. 88% of respondents admitted using this service in 2014. Fixed telephony was distinctly the least often used by the respondents. Only 23% of people indicated to use such a service.
  • More than half of respondents had access to the Internet (58%).
  • Declared costs incurred for each service vary insignificantly, but do not exceed the limit of 58 PLN. An average charge for the fixed and mobile Internet in 2014 was 53 PLN. Mobile telephone users incurred costs from 35 PLN (pre-paid) to 25 PLN (subscription). Monthly expenses for the fixed telephone were 51 PLN on average.
  • In 2014 16% of respondents used bundled services. 76% of them purchased double-play and 21% - triple play offers. Only 1% of respondents used an offer bundling four or more services. The most common bundled offer of telecommunications services comprised TV and fixed Internet.
  • Among the positive changes on the telecommunications market, in 2014 individual customers the most often indicated the decrease in prices (25%) and the development of new technologies (25%). The third answer, in terms of popularity, was the option “increase of offers available for the customers, broader/better range of those offers” (19%).
  • Since 2012 the number of people who do not see any negative phenomena on the market has been growing. In 2014 more than half of respondents decided that they do not see any negative processes or events in telecommunications. 20% of respondents indicated high prices as a negative phenomenon and only 11% - little competition. Difficult to understand and complex procedures were indicated by nearly every tenth respondent.

Individual customers aged 50+

  • In 2014 mobile telephony services were used by 89% of individual customers over 50 years old. Nearly half (48%) of respondents indicated also that they have access to the Internet. The least frequently used service in this age group in the analysed period was the fixed telephony. However, penetration of this service was higher than in the overall population and amounted to 40%.
  • In 2014 most of the respondents used fixed telephony out of habit (48%). A big group of people (37%) at the age of over 50 had this service because friends and family knew their fixed telephone number. 39% of fixed telephony users would not give up this service in favour of mobile telephony.
  • 52% of respondents did not use computer. As a reason of such situation they indicated mostly computer illiteracy (58%) and lack of need to use computer (51%). Similar reasons were indicated in case of non-use of the Internet. 30% of respondents indicated that they do not have required skills, while 26% do not need Internet.

Institutional customers

  • Similarly to individual customers, institutional customers use mobile telephony the most often. In 2014 89% of surveyed companies admitted to use this service. The Internet also was popular among institutions. 80% of them declared to use this service. Over 50% of companies owned also a fixed telephone.
  • Charges for the use of services varied depending on the size of company (employment). In 2014 for the fixed Internet companies had to pay from 85 PLN (1-9 employees) to 216 PLN (50 and more employees). Fixed telephony service entailed even higher costs. The smallest undertakings incurred expenses at the level of 150 PLN, and the biggest 916 PLN. The highest costs were generated by the mobile telephony. Charges for that service ranged from 187 PLN (undertakings of 1-9 employees) to up to 1261 PLN (undertakings of 50 and more employees).
  • One third of surveyed companies named the development of new technologies as a positive phenomenon on the market. Also i.a. the improvement of the quality of offered services (24%) and the decline of prices (23%) were considered positive. 22% respondents mentioned high prices as a negative phenomenon, 10% low effectiveness of complaints, and only 9% little competition.

THE MOST IMPORTANT CONCLUSIONS OF THE ANALYSIS OF CONSUMER PREFERENCES IN THE YEARS 2011-2014:

  • Year to year the number of persons using Internet of the lowest bit rate decreases. In 2014 Internet service of 1,99 Mb/s speed was used by only 1% of surveyed network users. In 2011 their share was 26%.
  • Fixed Internet is definitely still more popular form of access to the network than mobile Internet. 72% of users used such service in 2014. However, the percentage of persons using mobile Internet grew in the year. It was by 5 percentage points higher than last year and amounted to 27%.
  • Since 2012 the number of persons who will not give up fixed telephony for in favour of mobile telephony has been growing. In 2014 they constituted 45% of all fixed telephony users. It was a score by 20 percentage points higher than in 2012.
  • For the last four years the frequency of network usage has remained at a similar level. In 2014 such service was used every day by 43% of Internet users. In case of mobile Internet the number of persons using unlimited service grew significantly. In 2014 non-limit Internet was used by 27% of people. It was a score by 12 percentage points higher than last year.
  • Mobile telephony remains the most popular telecommunications service. In 2014 88% of respondents used it.
  • Within the last four years the percentage of persons who own smart phones has grown significantly. In 2011 they constituted 11,7% of all mobile telephone users. In 2014 they share grew to 44%.
  • Since 2012 the percentage of persons who use telephone services in roaming has been growing. 63% of respondents who travelled abroad declared in 2014 that they used such type of service. In 2012 their share was by 9 percentage points lower.
  • Throughout the last four years a declining tendency of fixed telephony popularity has been visible. In 2011 almost 39% of respondents used such service. After three years that percentage fell to 23%. The percentage of persons ready to switch from traditional fixed telephony  to fixed telephony in VoIP technology has been growing subsequently. In 2014 readiness for such change was expressed by 9% of fixed telephone users, by 3 percentage points more than in 2012.
  • In 2014 about 17% of respondents heard of the Office of Electronic Communications. The result was similar to the previous year. 46% of respondents who heard of UKE assessed its activity as good or very good. In comparison with the previous year the group of people who asses the activity of the Office well grew significantly. This rate grew by almost 13 percentage points.
  • The percentage of people who do not see any negative phenomena on the market is rising. In 2012 37% of respondents gave such an answer. Two years later over a half of respondents marked this answer.

Full results of the survey and the analysis are available in Polish.


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