Video streaming and social media experience decide customer loyalty: Ericsson Survey

The report revealed that mobile broadband experience is twice as important to user loyalty than a voice experience.

Better mobile internet remains the major driver of smartphone user loyalty to telecom service providers, says The report, ‘Experience shapes mobile customer loyalty’, from EricssonConsumerLab, the research division of Swedish telecoms firm Ericsson, is based on a survey of 15,000 consumers across 14 countries including India, Brazil, China, Germany, Indonesia, Ireland, Oman, Poland, Russia, Sweden, South Korea, Ukraine, the US, and the UK.

The report revealed that mobile broadband experience is twice as important to user loyalty than a voice experience. “This is because users of smartphone and mobile broadband in these markets are younger and care less about voice call usage compared to mobile data,” the report added.

Mobile broadband experience has three times more impact on smartphone user loyalty than increasing satisfaction with pricing and offerings.

Half of all smartphone users surveyed still face at least 1 issue daily across the 14 markets surveyed in 2016; however, experiences vary between markets. For example, in Brazil, 74 percent report facing issues daily followed by 68% in India, compared to 25 percent in the US.

Overall, 2 in 5 smartphone users claim they face more than 11 issues at least weekly. Issues range from lack of signal or coverage, slow loading web pages and video content on streaming apps to slow upload and download of content on social media websites. However, when compared to 2013, the issues faced by smartphone users have changed.

“Globally, 26 percent of smartphone users say they face video streaming issues daily, increasing to over one third in markets like Brazil, India and Indonesia. While mobile broadband coverage has improved, the ever-evolving nature of apps and new video streaming behaviour is placing different demands on a network’s expected performance.” report highlights.