Citrix says that in a recent consumer study they revealed findings about mobile device etiquette, sponsored data plans and the mobile user experience. The survey of adult smartphone and tablet owners, conducted by Wakefield Research on behalf of Citrix, found that, as a group, younger mobile users (millennials) are the most fearful about exceeding their mobile data limit, while, as a group, adults with children are those most likely to actually exceed their monthly data limit.
”Subscribers are constantly changing the way they interact with mobile devices. Overall, subscribers are demanding more data, more of the time, but specifically how they wish to use this data is changing,” said Chris Koopmans, VP & GM, Service Provider Platforms at Citrix. “The findings of this survey highlight the myriad ways in which subscribers are using their data plans and provide operators insight into subscriber attitudes and perceptions about mobile data consumption.”
A majority of subscribers say they exceed their mobile data quota – even more fear exceeding it • 82 percent fear the data usage impact of mobile apps on their monthly data limit and have avoided using an app because of that fear. Subscribers using iPhones are more concerned about data overages than Android smartphone subscribers (66 percent versus 48 percent). • 67 percent of those who watch at least one mobile video per month say they have exceeded their monthly data limit. This drops to 36 percent for those who watch less than one mobile video per month. • Adults with children say they use more data than those without – 72 percent of parents believe they exceed monthly limits, while only 46 percent of childless adults say they exceed them.
Subscribers will use more data services if they’re offered through a data plan sponsored by a content provider • 71 percent of men and 62 percent of women would engage more if sponsored data plans were available. Specifically, subscribers would access bank account info (39 percent), watch educational videos (33 percent), watch advertisements (28 percent), hold a teleconference (21 percent) or file an insurance claim (18 percent). • The younger generation is more open to sponsored data plans with 78 percent of millennials receptive to plans, compared to just 52 percent of baby boomers. • Parents are more interested in sponsored data plans compared to non-parents. 77 percent of parents are likely to do the tasks above if data usage was sponsored, in sharp contrast to 58 percent of non-parents.
“Sponsored data plans are likely to be a growing source of revenue for mobile operators. The findings of this survey suggest that although subscribers are keen to consume data, they are also worried about exceeding data limits,” said Koopmans. “Sponsored data plans are one way in which content providers can engage with their target audience. This research is a first in terms of assessing the subscriber’s desire to receive these plans.”
Methodology The consumer survey was conducted by Wakefield Research (www.wakefieldresearch.com) on behalf of Citrix. It was distributed among 1,000 U.S. adult smartphone or tablet owners ages 18 and older, in January 2014, using an email invitation and an online survey. Quotas were set to ensure reliable and accurate representation of the U.S. adult smartphone or tablet owner population 18 and older.