Mobile’internet’ nonusers · · 2015-09-15Mobile’internet ’ nonusers Full ......

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Mobile internet non-‐users Full Report


Prepared for: June, 2014

Cer5ficate ISO 20252:2012 No. RU228308MR from 03.07.2013

2 of 44 Ipsos Russia_ Full-‐ REPORT_14-‐032268-‐01_Google_Mobile internet non-‐users_v2V_20140531.pptx

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Content

1.  Research background and objec:ves…………………………………………………………….3

2.  Methodology………………………………………………………………………………………………..5

3.  Key findings………………………………………………………………………………………………….9

4.  Influence of MI on the user’s life………………………………………………………………….15

5.  Appendix #1 MI usage: paCerns, triggers for switching, barriers………………….21

6.  Appendix #2 Benefits of MI. Detailed explana:on..……………………………………..27


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Research Background and Objec5ves


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Research background & objec5ves

• Google clients in mobile telecom industry are facing challenges in ge\ng consumers to use mobile internet.

• Understanding of factors which prevent people who use the internet on desktop from accessing the internet on mobile phone and revealing the benefits which can encourage their use in the future are the main goals of this survey.

• Main objec:ves: ─ 1) Surface the barriers to usage of mobile internet

─ 2) Generate insights on how to overcome those barriers

─ 3) Understand the paCerns of digital behavior unique to people who don’t use mobile Internet

─ 4) Collect narra:ves of switching and acceptance of mobile internet by “first :me” and “advanced” smartphone users


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Methodology


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Methodology (I)

WHAT?

•  Pre-‐field diaries for self-‐comple:on •  Focus Group Discussions (FGDs) 6 respondents per 1 FGD (around 2 hours

long). •  30 minutes IDIs with the most ac:ve par:cipants from FGDs

HOW? •  Recruitment method: snowball sampling; refer to the contacts from our

internal database and in social networks; •  Modera:on by 1 moderator

HOW MANY? •  60 diaries •  6 FGDs •  1-‐2 follow-‐up interviews per group

WHO? •  MI advanced users •  MI first :me users •  MI current non-‐users

WHERE? Moscow

WHEN? May, 2014

THE VALIDATION METHODS

-  Checking with database. -  Call backs, asking confirming ques:ons. -  ID card checking on arrival. -  Self comple:on screener just before the fieldwork.


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Research flow 5-‐7 days diarie

s for se

lf comple:

on

2hrs FG

Ds

Video

follow-‐up interviews Diaries are

expected to enrich fieldwork findings with: •  Comparison of

real and declared habits

•  Hidden habits and barriers to internet usage

FGDs will help to explore U&A: •  Reveal real and

declared barriers of mobile internet usage

•  Reveal different paCerns of mobile internet usage

•  Collect list of triggers for mobile internet usage

15 minutes IDIs with the most ac:ve par:cipants from FGDs will help to: •  Illustrate paCerns

of mobile internet usage collected during first 2 stages of survey by detailed narra:ves, stories

•  These stories could be used as a basis for further communica:on


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Target audience specifica5on

MI Non-‐users •  Gender: Males/

Females (50/50) •  Age:36-‐44/45-‐55 •  Consump5on in

the category: S m a r t p h o n e ( A n d r o i d / i O S users) owners who use Internet only via Wi-‐Fi

MI First <me users •  Gender: Males/


the category: S m a r t p h o n e o w n e r s t h a t bought their first mobile internet tariff during last 3 month

MI advanced users •  Gender: Males/


the category: S m a r t p h o n e o w n e r s t h a t bought their first mobile internet tariff during past 1 year

2 FGDs per each TA, 6 FGDs in total


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Key findings

The results of qualita5ve research cannot be projected

onto the overall popula5on, due to sample selec5on,

interviewing methods and sample size.


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Smartphone owner may become MI user under influence of several external and internal triggers.

•  PaCerns of switching lead by internal factors: ─  Need of recogni:on by significant others (children, colleagues, friends) ─  Increased knowledge in MI category -‐ someone has shown benefits of mobile internet which are extremely relevant/ interes:ng for the person

•  PaCerns of switching lead by external factors: ─  Smartphone or other device with already set up access to the mobile internet was presented to the user.

─  “Act of God”/ insurmountable circumstances, mainly related to professional occupa:on.

─  Changing of the work or living condi:ons. ─  Financial factors §  ACrac:ve commercial condi:ons from the provider (promo ac:vi:es, discounts, free trial period)

§  More profitable data/tariff plan in terms of using voice calls/SMS which already includes internet has emerged on the market.

Showing benefits of the MI usage and highligh:ng financial aCrac:veness are the most obvious ways to involve smartphone users in the category. Other paCerns can hardly be used for aCrac:on of new customers.

1


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Benefits of MI usage can be categorized in 3 dimensions: Inward, professional, social

Younger MI users are more focused on professional benefits: increased effec:veness and :me economy, elder on inward: tranquility, security and recogni:on by significant others

•  Be happy and joy!

•  Be calm! •  Be

adventurous! •  Be educated!

•  Be mobile, be flexible!

•  Be ac:ve, be independent!

•  Be sure in your decisions!

•  Be prepared!

•  Be always in touch with your nearest and dearest!

•  Be sociable! •  Be modern,

recognizable!

Inward Professional Social

2


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Benefits of MI should be more clearly communicated.

•  By percep:on of both MI first :me users and rejecters mobility/:me economy are the only benefits of mobile internet.

•  To make MI service more aCrac:ve to consumer the following advantages of MI should be more clearly communicated :

─ Opportunity to solve urgent and complicated problems without physical presence, mee:ng

─ Opportunity to make communica:on cheaper via different services like IM/E-‐mail/Social networks

─ Opportunity to find plenty of free useful applica:ons in such hosts like Appstore and Google play

─ Opportunity to create Internet access point anywhere with help of smartphone

─  Instant searching and tracking of the beCer route and other benefits of the loca:on-‐based services

Lack of competence in the category, low awareness of MI benefits are the main barriers for MI acceptance. Almost all declared barriers can be revealed by more intense and clear communica:on of MI advantages.

3


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Technical limita5ons of mobile devices and mobile network form plenty of barriers for MI acceptance

•  Low speed, unstable signal, limited traffic included into the tariff plans making such opera:ons as downloading/streaming high quality video or other big size files if not impossible, then really annoying

•  Small size of the screen on mobile devices (even on tablet PCs), slightly inconvenient keyboard, inability to use mouse makes opera:ons with a lot of programs quite uncomfortable; ─  In addi:on, mobile edi:ons of the websites are perceived as shortcut versions with limited list of func:ons

•  Also there are plenty of rigid, mythical barriers declared by Wi-‐Fi users/MI rejecters: ─  High price of the service. ─  Addic:on to the internet ─  Insufficient security of the mobile network doesn’t allow to use mobile banking or make other financial opera:ons via smartphone

4 Rejecters, especially elderly group s:ll believe in 3-‐5 years standing disadvantages of MI: high price, insufficient security and poor quality: low speed and unstable signal.


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What can be done with the barriers?

•  Percep:on of the MI as an expensive service is formed because of inap:tude of users to track and analyze their spending and not clear condi:ons of the tariff plans -‐> adding of default applica:on for tracking traffic usage will partly remove this barrier. ─  In addi:on usage of IM and Social networks for communica:on significantly reduces spending on the voice calls and SMS/MMS

•  Another way to get rid of such percep:on is to develop more detailed demonstra:on split/table in the user’s profile on the official website of the mobile service provider

•  Obviously, totally unlimited tariff plan will be the great driver for the connec:on. ─  However, Nega:ve a\tude towards not really “unlimited” tariff plans may be decreased by hiding those limit boundaries, especially for tariff plans with high traffic.

•  Some MI users don’t tend to trust their provider and assume that provided speed less than speed men:oned in the condi:ons of the tariff plan -‐> simple speed test applica:on will easily reveal this prejudice

5 Vast majority of the declared barriers can be easily removed by proper communica:on. Such barrier as “no need in MI” simply means lack of informa:on about benefits


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Influence of MI on the user’s life.


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Tranquility of elder users vs increased effec5veness of younger users – are the key benefits of MI usage

•  By par:cipants claims, MI usage has quite significantly changed their everyday life.

•  Generally, MI grants almost the same benefits to all users and allows them to become more:

•  Sociable •  Recognized •  Educated/Developed •  Self-‐confident •  Happy/ joyful •  Calm, tranquil

•  Adventurous •  Independent •  Secured/Control •  Effec:ve/Organized •  One step ahead •  Cau:ous

•  However, elderly group is more focused on such benefits like, tranquility/security/control/recogni:on while younger owners are more focused on independence/ adventurous experience/ effec:veness and self development

•  Two following cases were chosen to illustrate main benefits of MI for different groups of users: ─  Julia, the representa:ve of the younger group was looking for an opportunity to be ac:ve, independent, mobile and effec:ve

─  Dmitry, elder one, was searching for the admira:on, recogni:on and tranquility


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“I don’t want to be 5ed to one place! MI helps me to do plenty of things at the same 5me!”

Julia, 42 y.o., financial trader + coordinator of voluntary

organiza5on, MI advanced user Title

“My main job doesn’t required physical presence in the office and doesn’t give me anything except money. So, I’ve connected to MI to be always in touch with the office, have started working remotely and liberated a lot of :me for my beloved hobby -‐social work. I’ve become free, ac:ve, agile and independent!”

Tension

•  Necessity of si\ng in the office instead of conduc:on events somewhere else

Driver •  Be in touch with the office, even in fact being out of it

Trigger

•  Opportunity to work remotely permiCed by direc:on of the company

Benefit

• Mobility •  Independence •  Joy, internal harmony


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Key benefits of mobile internet.

MI Helps to be

more: Happy, funny: •  “It is never dull with

MI, I can watch some video or listen to the music anywhere”

Independent: •  “I shouldn’t be :ed to the place I can be anywhere in Moscow and s:ll be in charge!” •  “I can use my MI, when PC is occupied by my kids”

Self-‐confident: •  “I have instant access

to the informa:on. I can prove all my decisions”

Brave, adventurous: •  “I’m not afraid of

ge\ng lost, naviga:on will help me to find way back”

Educated, developed: •  “I can spend my spare :me (e.g. in traffic jams) on self-‐development: learning language,

listening to the books, searching for relevant informa:on”

Effec:ve, organized: •  “I can faster plan,

organize all my ac:ons and know that I’m on the right way”


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“I want to be in tune with the 5mes! MI helps me to do it! MI is a sign of being an advanced person nowadays”

Dmitry, 50 y.o., deputy director, MI beginner Title

“I want to be treated by my partners and my kids as a modern up-‐to-‐date, successful person. To reach that percep:on, besides all other points, I should have a smartphone and use MI. Does it make sense to have such advanced device and use only 10% of its capabili:es? People, don’t be dinosaurs, use all opportuni:es to be successful!”

Tension

•  Lack of modernity, success recogni:on from the partners and children

Driver •  Benefits of internet usage shown by significant others

Trigger •  Non-‐recogni:on read out loud by significant other (son)

Benefit

• Increased effec:veness • Admira:on, recogni:on by kids and partners


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Key benefits of mobile internet.

MI helps be to be more:

Happy, joyful: •  “I can track results

of all football matches on-‐line, in real :me-‐mode”

Independent: •  “I shouldn’t ask my son

to look for informa:on I need!”

Calm, tranquil: •  “No need to be in a

hurry to get to the office. Since, I have MI I can run all the processes remotely”

Sociable: •  “I’m always in

touch with my nearest and dearest!”

Recognized, belonging: •  “In order to be

recognized as a modern person, I need to have a smartphone and in order to be a smart person I should use mobile internet!”

Effec:ve, organized: •  “I can make serious

business decisions on the go, and thanks to MI and search services, I will be sure in their accuracy. It’s very important to be fast in the modern world”

Cau:ous: •  “I can track my children’s

marks via electronic diary applica:on! I’m always on the watch”

One step ahead: •  “No need to queue in the

shops, I can book everything by my arrival and just pick it up!”


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Appendix #1 MI usage, triggers for switching, barriers


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Generally, mobile internet is used for the same purposes as fixed or Wi-‐Fi connec5on. S5ll, some differences in panerns of usage can be defined:

• Except core func:ons of the mobile internet:

Communica5on via E-‐mail services

Naviga5on Instant search

of the informa5on

Communica5on via

applica5ons

• Advanced MI users are granted the opportunity to use special apps which are inaccessible, useless on their PC/Laptop:


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Actualiza5on of need in MI can be divided into 2 categories: lead by internal and external factors

•  PaCerns of switching lead by internal factors: ─ Need in recogni:on by significant others (children, colleagues, friends). “I have a smartphone, so, I should have MI on it. The smartphone without MI is a sign of senility, and for ladies of my age, it’s very important to be up-‐to-‐date” (MI first Ame users, F, 50)

§  This paCern allows to make quite posi:ve forecast about the future of MI -‐> The more people are connected to the MI, the more their significant others will be involved in the category

─  Increased competence in the category.

§  Someone has shown benefits of mobile internet which are extremely relevant/ interes:ng for the person. “I was working at the Olympic games in Sochi and I wanted to sell Olympic jackets. My roommates had MI on their tablet PC, they found customers within five minutes, easily, without any troubles. I was amazed! Since that Ame, I understood that I need MI. It’s very useful and can be used anywhere, where is a mobile network, literally all over the world” (MI first Ame users, M, 38)

§ User himself found interes:ng, relevant benefits. “We have one tablet PC for the family, my children have connected it to the MI and downloaded some applicaAons, some of them, for example railway Ametable for the local trains, on-‐line audio books, etc. are very interesAng for me, so I’ve decided to set up MI on my smartphone and have them with me all the Ame” (MI advanced user, F, 37)


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Actualiza5on of need in MI can be divided into 2 categories: lead by internal and external factors

•  PaCerns of switching lead by external factors: ─ Smartphone or other device with already set up access to the mobile internet was presented to the user. Successful acceptance of MI can be achieved only in case of willingness of the grantor to demonstrate all relevant benefits of mobile internet and explain how to use them to the first :me user. “Kids presented me this smartphone, explained very paAently all the funcAons and advantages of the MI, and now I use it successfully.” (MI first Ame user, F, 50 y.o.)

─  “Act of God”/ insurmountable circumstances, mainly related to professional occupa:on. In such type of situa:ons, MI is turning on for single purpose and may be switched off ayer not long use. Quite unstable paCern of involving into the category. Product-‐wise or declared barriers can easily detach consumer from the MI usage.

─ Changing of the working condi:ons. (Long-‐term business trips, out of office character of work, need of remote access)

─ Financial factors §  ACrac:ve commercial condi:ons from the provider (promo ac:vi:es, discounts, free trial period)

§  More profitable data/tariff plan in terms of using voice calls/SMS which already includes internet has emerged on the market.


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The main real barrier of MI acceptance is lack of competence in the category.

•  Price of the service. (Declared to be a key barrier.) ─  High price in roaming

─  No clear tracking/itemiza:on of the spending

─  Applica:ons can use traffic for automa:c update without no:fica:on

•  Always on-‐line ─  MI can evoke addic:on. “Look at the younger generaAon! They are all in their phones” MI first Ame users, F, 45 y.o.”)

─  Can be torporific “We won’t rely on ourselves anymore” (MI non-‐user, M,48 y.o.)

─  Increased occupa:on “My chief knows, I’m always online, I can’t hide from responsibiliAes” (MI advanced user, F, 38 y.o.)

•  Not clear or anrac5ve condi5ons of tariff plans ─  There are no really unlimited tariff plans

─  Not enough wide range of tariff plans with MI. Quite similar tariff plans provided by all mobile companies . “Illusion of choice” (MI non-‐user, M, 50 y.o.)

•  Not efficient security of the mobile channel, mobile network •  Mobile versions of the websites are perceived as a shortcut edi5on with limited

set of func5ons

Declared barriers

In the consumers’ minds lack of competence is replaced by declared barriers and technical limita5ons of mobile devices


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Technical barriers are rather important for MI acceptance

•  Low speed even in comparison with Wi-‐Fi. Speed is not enough for downloading big/ heavy files, e.g. video, big data “I can’t track all the changing of the market on my smartphone, besides very small display, speed is not enough for instant refreshments of the stats” (Advanced user, M, 38)

•  Not enough area of the coverage “There are a lot of blank areas even in Moscow, that is why I use two sim-‐cards of different operators, they recover blank spaces” (MI first Ame users, M, 47 y.o.)

•  Quality of the connec5on/Stability of the signal. •  Barriers related to limita5ons of mobile devices: ─  High energy consump:on. “MI always eats energy of my smartphone, even when I don’t use the phone, navigaAon is always turned on” (MI advance users, M, 38 y.o.)

─  Small display (not convenient – small fonts and icons; not visible)

─  Non-‐convenient keyboard -‐ touchscreen(especially for new users)

Technical barriers

Technical barriers are related not only to the features of the mobile network, but also to limita5ons of the mobile devices and not all of them can be easily removed


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Appendix #2 Benefits of MI.

Detailed explana5on.


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Benefits of MI usage can be categorized in 3 dimensions:

Inward Professional

Social


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Inward Benefits


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Inward benefits of MI usage can be explained by the mo5va5ons below:

• Enjoyment in rela:on to MI can be modified into the following statement: MI provides distrac:on and a big opportunity to entertain any:me and anywhere, it allows the user to have some fun and cope with boredom

• Security in rela:on to MI can be modified into the following statement: MI provides the user with confidence: You don’t need to worry or to be stressed, you know you can get help if needed

• Vitality in rela:on to MI can be modified into the following statement: MI allows the user to feel free and independent from circumstances and take advantage of what life offers


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“Enjoy your life without anxiety!”

Title Vadim, 36 y.o., administrator, MI advanced user

“The main benefit of MI for me is some kind of tranquility. Let me explain. I regularly place bets on football matches. Today I can track the status of all my bets anywhere. Any:me. But before connec:ng to MI I had to stay home in front of PC or be under pressure of stress and uncertainty. So, now I can enjoy life and don’t worry”

•  Benefit: Security, Enjoyment •  RTB: Instant access to the

informa:on. Wide coverage of the mobile network.


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“Don’t waste your 5me! Enjoy your life and get smarter every day!”

Title Kris5na, 38 y.o., accountant, MI advanced user

“Before connec:ng to MI, I had been was:ng my :me in traffic jams. Now I s:ll have to stay in traffic jams, but now I use this :me in my own advantage: I’m learning Spanish via the Internet applica:on, or watching movies and listening to online audio-‐books. With MI I’m ge\ng smarter every day”

•  Benefit: Enjoyment •  RTB: Instant access to the

informa:on. Wide coverage of the mobile network. Special applica:ons


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Professional benefits of MI usage can be explained by the mo5va5ons below

• Power, leadership in rela:on to MI can be modified into the following statement: MI allows to enlarge and demonstrate proficiency; increase efficiency; it’s a gateway to success

• Control in rela:on to MI can be modified into the following statement: MI communica:on allows to make sure that life runs smoothly. It is a necessary service to keep life on track

• Vitality in rela:on to MI can be modified into the following statement: MI lets the user feel free and independent from circumstances and take advantage of what life offers


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“Health or even life of my pa5ents depends on my rapid decisions! I have no right to make a mistake!”

Title Vladimir, 48 y.o., doctor, MI beginner

“There can be a situa:on when I must make a decision rapidly with no access to any reference sources. It is a rather troublesome process because health or even life of my pa:ent depends on my decision. Since I have MI on my phone, I can prove and confirm all my decisions. The other benefit of mobile Internet is that my pa:ents can contact me and send me a photo or descrip:on of their symptoms via IM. It is a way more convenient and cheaper than sending and receiving MMS or SMS”

•  Benefit: Power, Control, Vitality •  RTB: Instant access to the informa:on, Coverage of mobile

network, low cost of MI


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“My pupils think that I know everything. Thank you, MI”

Title

Galina, 48 y.o., teacher, MI beginner

“Since I have Internet access on my smartphone, I can instantly answer all those ques:ons my pupils have to ask, even not related to my subject. It helps me to maintain my authority in front of my pupils at high level”

•  Benefit: Power, Control, Vitality •  RTB: Instant access to the informa:on


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“I’m not in a rush anymore. I don’t worry, I can handle everything!”

Title

“Before having MI I was quite nervous about being late for work because of the traffic jams, now I have a 24 hour access to my e-‐mail and can run all the processes remotely, so no need to hurry. I’ve become calmer ”

Dmitry, 50 y.o., deputy director, MI beginner

•  Benefit: Control •  RTB: Coverage of the mobile network, instant access to mail

services


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Social benefits of MI usage can be explained by the mo5va5ons below:

• Belonging in rela:on to MI can be modified into the following statement: MI allows the user to show care for others, regardless of distance or social differences. It allows to reach out to others and keep in:mate contact

• Recogni5on in rela:on to MI can be modified into the following statement: MI allows the user to be ahead of others, to be the first to learn things: I am a tech savvy person

• Conviviality in rela:on to MI can be modified into the following statement: MI allows the user to expand his/her social circle and explore new ideas and opinions


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“I don’t want to be a Cro-‐Magnon man anymore!”

Title

•  Benefit: Belonging, Recogni:on

•  RTB: Modernity of mobile internet, show-‐off, pres:ge of internet usage

Dmitry, 50 y.o., deputy director, MI beginner

“I used to have a feature phone for years, but now when I come to the mee:ng I wouldn’t be treated by my partners as a modern, successful businessman with such a device. That is why I had to purchase a smartphone. The next step of my evolu:on was determined by my kids. Once they came and said, “Daddy, you have a smartphone, but you don’t use mobile Internet. You are like a Cro-‐Magnon man”. I don’t want to be seen as a prehistoric man for my kids and partners so I use MI. In addi:on, I have discovered a lot of its benefits which help me to be successful”


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“I’m always in touch! Share your impressions at a moment’s no5ce”

Albert, 41 y.o., manager, MI advanced user

“The thing I want to tell you is that I have become more talka:ve and sociable with MI on my smartphone. Since I have a mobile Internet, I’m always in touch with my nearest and dearest! I can share my emo:ons and impressions with them not only by simple voice call but also via sending pictures, videos at a moment’s no:ce, no need to look for a Wi-‐Fi network. In addi:on, communica:on via IM or social networks is far cheaper than via SMS/MMS.”

•  Benefit: Conviviality, Belonging

•  RTB: Instant connec:on, Coverage of mobile network, Cheapness of IM


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Should you have any ques5ons or comments regarding this report, please feel free to contact us:


Ipsos LLC carries out surveys in compliance with the interna5onal standard for market research services, ISO 20252:2012 .

Cer:ficate No. RU228308MR from 03.07.2013

Vaganov Viktor Project manager of the Qualita5ve Department, Ipsos Russia Phone: +7 495 981 5646, ext. 1003 Mob: 8 (916) 596 84 18 E-‐mail: [email protected]

Mobile’internet’ nonusers · · 2015-09-15Mobile’internet ’ nonusers Full ......

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