Ericsson has released its yearly ConsumerLab Report, which focuses on the consumption patterns of smartphone users.
As per the report, network performance is the key to ensuring subscriber loyalty and low churn. Improving user satisfaction with network performance increases operator revenue over a period of time and ensures a competitive advantage. Further, a majority of smartphone uses have concerns regarding the overall experience resulting from current network performance. The report findings indicate that existing mobile networks don’t live up to user expectations. Up to 60 per cent of smartphone users say they experience network related issues at least once a week and just over 30 per cent users face network issues every day.
The ConsumerLab research examined the factors that influence a customer’s loyalty to operator brands. Further, Ericsson says that to ensure an optimal user experience, content needs to appear on the screen rapidly. Relatively low levels of satisfaction with network performance are often a result of smartphone users becoming tired of waiting. However, it is not enough for operators simply to improve network performance in the hope that customers will notice. Communication is essential for improving customer perceptions. Users need to be aware that things have changed for there to be an impact on satisfaction levels, and for this to improve their loyalty to the operator.
To download the report, click here
