Mobile Communications
Evening Standard readers can be classified as early adopters and early mainstream when it comes to technology products.
Our readers are desirable mobile users with a willingness to go on contract as well as being high spenders. They are well informed and opinionated and know what they want and where to get it. The majority have a deeply entrenched relationship with their phone and they rely on it to stay socially connected. They also use it for mobile-media entertainment and work. These factors make two thirds of ES readers ideal targets for top-end, all inclusive phone packages.
Usage and Spend
- 98% have a mobile phone
- 71% - pay monthly/business rate
- 29% - pay as you go
- 68% - personal use
- 7% - business only
- 25% - business and personal
- 57% more likely to be on contract and twice as likely to use their phone for a mix of business and personal use than the average Londoner
- Spend £200m per year on mobile communications
- Spend 47% more per month on mobile communications than the average Londoner
Our readers are not looking for the lowest price, but the best deal at the right price.
Advanced Features
- 47% surf the web - 3 times more likely to use their mobile phones to access the internet
- 35% access e-mail - 7 times more likely to use their phone for e-mail
- 78% photos/MMS - almost twice as likely to use their mobiles to take photos and send MMS
Our readers are much more likely to be advanced feature users than the average Londoner.
Network Providers
ES readers are more likely to be on O2, Vodafone, Orange and Virgin than the average Londoner.
The top 5 factors influencing choice of provider are:
- Reliable reception
- The package offering
- Free phone/accessory upgrade
- Previously with network
- Good customer service
Loyalty
- 14% will be leaving current provider
- Only 27% will definitely stay with current provider
- 59% could be persuaded to reconsider their provider
- 3 is the network at the most risk of losing customers
- O2 is the top choice for customers thinking of switching providers
Segmenting Mobile Phone Users
By creating groups based on consumption of mobile media and how they use their mobile phones we can uncover the differences in triggers and barriers to using mobile technology.
The three groups identified are:
- Advanced 3G Users
- Evolving Users
- Basic Users
Advanced 3G Users: 35% of Evening Standard Readers
This group holds the most sophisticated users who use the largest array of 3G functions. Usage also includes Mobile Audio Visual, Internet, downloads, E-mail and news updates. 86% of this segment are on a contract and they favour O2. This group has a very strong emotional connection with their mobile phones and make frequent use of a multitude of functions. They are most likely to use their phone for entertainment uses and surfing the internet and see it as vital to staying socially connected. They have the strongest opinions about mobile phone operators and are the least likely to rely on friends or word of mouth when making decisions. They are early adopters and early mainstream users of new developments.
Their mobile needs:
The most advanced and demanding of all users - they are much more likely than other two groups to respond to the following:
- Broad choice in handsets - especially ones with large screens
- Cheap international calls
- Online services
- Internet
- Versatility in putting packages together
Evolving Users: 33% of Evening Standard Readers
This group predominantly use basic WAP/3G features including interactive advertising, downloading ringtones and wallpaper,entering competitions and polling. They also use their mobile phone as MP3 players as well as taking and sending photos. 74% of this segment are on a contract and are much more likely to be with T-Mobile. They have a strong emotional connection to their phones which is mainly driven by their need to be in contact socially. For these people their mobiles are also strongly linked to safety and a sense of security for them.
Their mobile needs:
- Comfortable making use of their phone for multiple functions
- They want to pay a fixed rate - with no additional costs
- Most likely to want to be on the same network as friends
- Most likely to respond to recommendations by others
- Their biggest considerations when selecting a network provider are: package cost/ access to upgrades / customer service
Basic Users: 32% of Evening Standard Readers
This group predominantly use their mobile for making calls and sending personal texts. The segment includes a pool of people who have never used their phone for downloading. They also have a very low penetration of mobile media and are 80% more likely to be on a Pay As You Go tariff. This group are more likely to be with Virgin Mobile.
Their mobile needs:
Good reception
Good value
Uncomplicated packages
Free phone that is easy to understand
Significantly more likely to have a Nokia
Much more likely to be in-store buyers
Summary
Evening Standard readers are desirable mobile users. They have a willingness to go on contract, are high spending and advanced users. In addition they are well informed and opinionated - they know what they want and where to get it. The majority have a deeply entrenched relationship with their phone, they rely on it to stay socially connected as well as using it for mobile-media entertainment and work.
A full indepth presentation on these findings is now available, for more information contact marius.cloete@standard.co.uk
Source: London Voice Mobile Communications 2008.Base:1,791 respondents. Information from a total of 2139 respondents presented - weighted to reflect NRS primary readership.
