Home > Market Research > Mobile Markets > Consumer Preferences for Wireless Broadband and Next-Generation Services US Consumer Surveys 03/2009

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Market Study
Published: March 2009
Pages: 88
Tables: For full details, please email keithw@cmsinfo.com
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Research from: iDate
Sector: Mobile Markets

Centris' US Wireless Survey provides the opportunity to gain a detailed understanding of consumer preferences, at the household and individual levels, regarding next-generation voice, data, and video services (both currently and in the future). These preferences concern alternative modes of access, patterns of use, price responses and bill sizes, and service providers. The survey also enables the prediction of consumer behavior over time or as circumstances change. The survey is an essential strategic element for service providers, application and content providers, and equipment manufacturers because it takes into account the impact of various geo-demographic characteristics of consumers. Thus, it is possible to estimate and predict various metrics of consumer behavior for any consumer profile, i.e., the consumer's choices (of service use, providers, and wireless devices) and demographic characteristics.

1 - Individual consumer tracking (not just households)
2 - Building a longitudinal panel by following the same households over time and periodically surveying them on the same set of questions
This helps to understand the dynamics of consumer behavior, including changing attitudes, switching and loyalty, and the impact of major external events.
3 - Recording geographical locations (census block group, designated market area, and core-based statistical area) and demographic characteristics
This enables the construction of detailed consumer geo-demographic profiles.
4 - Tracking the nature and usage of services obtained by respondents from wireline telephone, cable, and satellite carriers.
This additional information is essential for understanding the convergence of platforms, markets, and services associated with communication, entertainment, and information.
Centris partners with Luth Research, a highly reputed San Diego-based survey research firm, to conduct its wireless survey. Luth Research maintains SurveySavvyTM, an actively managed online panel with over 2.2 million members worldwide, from which representative and balanced panels of individuals can be drawn for a variety of market research purposes. Appropriate financial incentives are provided to selected panel members to ensure reasonably high response rates and, more importantly for a longitudinal panel, continuing participation over time.
The first wave of the wireless survey (on which this report is based) was conducted in August 2008. Beginning in February 2009, the survey will be conducted routinely, once every quarter. The survey fields an online questionnaire with a large selection of questions designed to collect information about various aspects of wireless consumption choices and interests and, as well, consumption of communication services obtained from wireline telephone, cable, and satellite carriers. Certain questions in the survey pertain to household-level information or choices, while others concern individual members of households. The former set of questions is answered by “primary” respondents (typically, but not always, heads of households) and the latter set by all members of households of age 13 or higher. Once complete responses to the questionnaire are received, geo-demographic information available from Centris' Omnibus survey database is appended to each household and its members responding to the wireless survey. The full data set, comprising survey responses and geo-demographic information, is used in subsequent analysis and modeling.

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Table of Contents

1 Executive Summary
1.1 The Evolution of Wireless and Centris\' Wireless Survey
1.2 Key Findings of the Report

2 Introduction
2.1 Trends in Wireless Communications and Consumer Responses
2.2 Centris\' Survey of Wireless Consumers
2.3 Benefits of Centris\' Wireless Survey
3 How to Read This Report
4 Survey and Research Methodology
4.1 Survey Methodology
4.2 Analytical and Modeling Techniques
5 Survey Results
5.1 Wireless, Wireline, Internet Access, and Other Services
- Wireless (cell phone) service
- Wireline Service
- Internet Access Service
- Television Service
- Portable Devices (Other than Cell Phones)
- Internet Games
- Online Music
5.2 Switching Wireless Service Plans
- Likelihood of Switching Wireless Service Plan in Next Year
- Reasons for Switching Wireless Service Plans (Somewhat or Very Likely to Switch)
5.3 Switching Wireless Service Providers
- Likelihood of Switching Wireless Service Provider in Next Year
- Reasons for Switching Wireless Service Providers (Somewhat or Very Likely to Switch)
5.4 Buying Wireless Devices and Features
- Likelihood of Buying New Cell Phone in Next Year
- Reasons for Buying New Cell Phone in Next Year (Somewhat or Very Likely to Buy)
- Interest in Adding Wireless Features in Next Three Months
- Current Use of Cell Phones
5.5 Viewership Patterns for Television Programming
- Frequency of Watching Television Programs
- Access Devices and Interactions for Viewing Television Programming
- Joint Use of Alternative Means of Access for Television Programming
- Demographics and Use of Access Devices and Interactions
5.6 Access and Use of Data Services via Wireless Broadband
- Unmet Data Access Needs in Past Month
- Level of Interest in Internet Access via Wireless Broadband Service
- Importance of Attributes of Wireless Broadband Service for Internet Access
- Likelihood of Using Wireless Broadband for Various Purposes
- Locations at which Internet Accessed in Past Month
5.7 Willingness to Pay (WTP)
- Wireless Broadband
- Other Services

For full details, please email keithw@cmsinfo.com

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