Mobile Customer Experience in the 21st Century
Mobile Consumer Market Survey 2013
The second annual Mobile Consumer Market Survey – Russia, the Russian edition of the 2013 Global Mobile Consumer Survey, an online survey of mobile phone users in 20 countries around the world is available now. The survey was conducted in May – July 2013, drawing a total of 38,650 responses, including 2,000 from Russia.
The mobile market continues to reach more and more consumers, and this continuous growth is driving not only consumer behavior, but also business strategy. An increasing number of companies are declaring their intention to “go mobile first”. But what is mobile? It is an industry with phenomenal momentum and scale, but also an increasingly diverse one. There are multiple standards running concordantly, with 4G coexisting with both 3G and 2G. Over a billion smartphones are shipped every year, but the term “smartphone” encompasses a broad range of prices and capabilities. Short Messaging Service (SMS) used to be the only way to exchange text between devices; today, however, there are a number of options to do so.
The Russian trends mostly correspond to those observed elsewhere. Recent growth in smartphone penetration (up to 47% in 2013) accounts for the increase in the total number of portable devices owned per capita (now five). However, the Russian market still has unique features compared to other countries’. This is proven, among other things, by the drop in market penetration of single-function devices (handheld gaming consoles and multimedia players), which have failed to gain momentum in the multi-function smartphone environment. On the other hand, feature phones seem to be a hard nut to crack: their market penetration in Russia is among the highest globally, and 28% of respondents are planning to buy a device of this kind within the next 12 months.
The 2013 Mobile Consumer Survey highlights the most remarkable trends that showed up in Russia over the year: in 2013, Russia saw rapid growth in the number of portable devices owned per capita. About 66% of those gadgets are connected to the Internet, thus forcing operators to upgrade the existing infrastructure and refine their strategies. Given the permanent traffic growth and limited spectrum availability, the key to operators’ success lies in finding an appropriate balance between expanding the capacity of the 3G network, developing LTE, deploying HetNet and conducting Wi-Fi offload projects.