Digital Consumer Analyzer Insights on the UK Connected Market

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  • 2015 Pyramid Research | Pyramid Research Digital Consumer Analyzer: Insights on the UK Connected Market

    Pyramid Research Digital Consumer Analyzer: Insights on the UK Connected Market

    October 2015

    This report is part of Pyramid Researchs series of Analyst Insight Reports

    https://www.pyramidresearch.com/https://www.pyramidresearch.com/

  • 2015 Pyramid Research | Pyramid Research Digital Consumer Analyzer: Insights on the UK Connected Market 2

    About Pyramid Research Unparalleled coverage and unique bottom-up methodology backed by extensive primary research

    Pyramid Research offers practical solutions to the complex demands in the global telecommunications, media and technology industries.

    Our analysis is uniquely focused on the identification and assessment of growth opportunities within the telecoms value chain, by operator, market, sector, technology and business model.

    Quarterly tracking of more than 700+ service providers globally and over 750 KPIs per country

    Proprietary data backed up with primary research

    Methodology applied consistently for cross-market comparison and benchmarking

    Nearly 30 years advising the ICT-industrys world leaders on growth strategy

    In-depth understanding of in-country market dynamics

    Unparalleled ability to contextualize international best practices

    Coverage across five core sectors and 100+ markets

    Robust network of thousands of industry executives leveraged for fact-based, in-depth research that is actionable and of high-quality

    Advising leaders in the global communications industries on emerging growth opportunities

    https://www.pyramidresearch.com/

  • 2015 Pyramid Research | Pyramid Research Digital Consumer Analyzer: Insights on the UK Connected Market 3

    The Pyramid Research difference Contextualization of best practices for your specific business

    Advising leaders in the global communications industries on emerging growth opportunities

    Identification of best practices

    worldwide

    In-depth analysis of best practices

    Contextualization of best practices to the

    local environment

    Pyramid Researchs depth and breadth of geographic, sector and service provider coverage facilitate the identification of international best practices involving the most innovative and effective approaches worldwide to generating new revenue streams, cutting cost, and improving customer loyalty and experience.

    In our Regional Insider Reports and Global Research Reports, we analyze and measure the impact of new business models on key performance indicators, such as subscriptions, ARPS, revenue, churn, usage, OPEX and CAPEX.

    We work closely with each client to contextualize best practices and recommend most optimal approaches to their specific situation and county of operations. Our advice is practical, and we help our clients in assessing:

    Their performance relative to the industry and best practice

    Feasibility of best practice for their particular situation

    Strategies to improve their business, using the lessons from other players

    https://www.pyramidresearch.com/

  • 2015 Pyramid Research | Pyramid Research Digital Consumer Analyzer: Insights on the UK Connected Market 4

    Pyramid Researchs coverage Our combination of breadth (100+ countries) and depth (750 KPIs/country) is unparalleled

    Afghanistan Australia Bangladesh China Hong Kong India Indonesia Japan Korea Malaysia Myanmar New Zealand Pakistan Philippines Singapore Sri Lanka Taiwan Thailand Vietnam

    Austria Belgium Denmark Finland France Germany Greece Ireland Italy Netherlands Norway Portugal Spain Sweden Switzerland UK

    Bulgaria Czech Republic Hungary Poland Romania Russian Federation Slovakia Ukraine

    Argentina Bolivia Brazil Canada Chile Colombia Costa Rica Dominican Rep. Ecuador El Salvador Guatemala Honduras Mexico Nicaragua Panama Paraguay Peru Puerto Rico United States Uruguay Venezuela

    Algeria Bahrain Benin Botswana Cameroon CAR Congo-DRC Cote dIvoire Egypt Eq. Guinea Gabon Ghana Guinea Bissau Guinea Conakry Iran Iraq Israel Jordan Kenya

    Kuwait Madagascar Mali Mauritius Morocco Niger Nigeria Oman Qatar Saudi Arabia Senegal South Africa Sudan Tanzania Togo Tunisia Turkey UAE Uganda

    https://www.pyramidresearch.com/

  • 2015 Pyramid Research | Pyramid Research Digital Consumer Analyzer: Insights on the UK Connected Market 5

    SECTION PAGE

    Insights on the UK Connected Market

    What is Pyramid Research Digital Consumer Analyzer 8 The UK connected market: Panel demographics 9 Awareness and adoption of main devices 10 Customer satisfaction with mobile and fixed broadband service providers 11 Customer satisfaction with fixed broadband service providers 12 Customer satisfaction with mobile service providers 13 Bundling with the fixed broadband service 14 4G service adoption and current barriers 15 Mobile devices: the most desired mobile phones 16 Mobile devices: the most important smartphone features 17 Applications and content 18 OTT and dual screen habits 19 Mobile payment 20 Wearables 21 Retail channels 22

    Benchmarking analysis: Germany, Netherlands and UK Intent to change the fixed broadband service provider 24 Fixed broadband customer retention and loyalty benefits 25

    Table of contents

    https://www.pyramidresearch.com/

  • 2015 Pyramid Research | Pyramid Research Digital Consumer Analyzer: Insights on the UK Connected Market 6

    Key recommendations for telecoms service providers 27 Sources and related materials 28

    Stay ahead of the curve in a rapidly changing technology world

    Deliverables 30 Key areas covered 31 Key services, applications and retail channels covered 32 Key questions answered 33 Digital Consumer Analyzer insights inform our five-year forecasts 34 Sample questions: awareness and adoption 35 Sample questions: fixed broadband and TV 36

    SECTION PAGE

    Table of contents

    https://www.pyramidresearch.com/

  • 2015 Pyramid Research | Pyramid Research Digital Consumer Analyzer: Insights on the UK Connected Market

    Pyramid Research Digital Consumer Analyzer

    Insights on the UK Connected Market

    https://www.pyramidresearch.com/https://www.pyramidresearch.com/

  • 2015 Pyramid Research | Pyramid Research Digital Consumer Analyzer: Insights on the UK Connected Market 8

    Pyramid Research Digital Consumer Analyzer offers a unique and insightful view on the latest

    consumer attitudes, perceptions and behaviours about the technology in their lives.

    The study tracks more than 2,000 unique connected consumers per survey, per country from a nationally representative sample drawn from sister company Canadeans online consumer panel. Panels are conducted on a quarterly basis.

    Pyramid Research Digital Consumer Analyzer provides a holistic view of digital services by looking at different types of connectivity (including mobile, fixed broadband and pay-TV), different device types, different applications and flavors of content as well as retail channels and forms of payment.

    Pyramid Researchs Digital Consumer Analyzer helps clients develop a competitive edge in developing new products and services, improve brand positioning and awareness, and redefine go-to-market strategies with most timely insights.

    CONSUMER BEHAVIOR

    AND PREFERENCES

    LOYALTY AND

    PROPENSITY TO CHURN

    PROPENSITY TO PAY FOR

    NEW SERVICES/ DEVICES

    TECHNOLOGY ADOPTION

    BRAND AWARENESS

    CUSTOMER SATISFACTION

    What is Pyramid Research Digital Consumer Analyzer?

    https://www.pyramidresearch.com/

  • 2015 Pyramid Research | Pyramid Research Digital Consumer Analyzer: Insights on the UK Connected Market 9

    Young adults 29%

    Mid-lifers 35%

    Older Adults 36%

    Male 49%

    Female 51%

    n=2,135

    East Anglia East Midlands London Northern Ireland North East North West Scotland South East South West Wales West Midlands Yorkshire & Humberside

    Pyramid Research Digital Consumer Analyzer for the UK market draws on a panel of 2,000+ unique respondents per quarter aged 18 or over, representative of the socio-demographic characteristics of digital service users across all regions in the country.

    The UK connected market: Panel demographics

    https://www.pyramidresearch.com/

  • 2015 Pyramid Research | Pyramid Research Digital Consumer Analyzer: Insights on the UK Connected Market 10

    Awareness of wearable-tech and smart-watch is high 64% and 76% of respondents respectively helping to drive consumer adoption. 5% and 6% of respondents own a smart-watch and a fitness band, respectively as of Q3 2015. Smart-watch adoption is higher among O2 mobile customers (8%) and Sky fixed broadband customers (9%), while EE customers have a faster adoption of next generation video devices such as tablets, smart TVs and ultra HD TVs.

    Awareness of mobile payment and tethering continued to increase in Q3 2015 and reached 65% and 48% of respondents, respectively. 38% of respondents confirmed having used a mobile payment app (mostly PayPal) while 46% lack trust in mobile payment applications.

    EXHIBIT 1: DEVICE ADOPTION, UK, Q3 2015

    Source: Pyramid Research Digital Consumer Analyzer. Which of the following do you own? (or use regularly in your household)

    Awareness and adoption of main devices Wearables gain momentum and consumer attitudes towards mobile payment continues to improve, although trust still remains an issue for consumers.

    Feature p

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