CONSUMERLAB
The Indoor
Influence
Regional report Europe
Consumer Insight Summary Report
April 2015
contents
METHODOLOGY
FROM DUSK ’TIL DAWN
3
LOCATION EQUATION
4
THE GENERATION GAME
6
INFORMATION IN HAND
7
DEVICE PICKS
8
CONNECTIVITY CHECKLIST
9
The data presented in this report was gathered in 2014
from a total of 14,246 online interviews and 250 face-to-face
interviews conducted across 8 countries in Europe: Austria,
Denmark, Germany, Italy, Russia, Sweden, UK and Ukraine.
Interviews were conducted with consumers aged 15–69
years old. Overall, the data represents 218 million people
living in Europe.
the voice of the consumer
Ericsson ConsumerLab has 20 years’ experience of studying
people’s behaviors and values, including the way they act and
think about ICT products and services. Ericsson ConsumerLab
provides unique insights on market and consumer trends.
Ericsson ConsumerLab gains its knowledge through
a global consumer research program based on interviews
with 100,000 individuals each year, in more than 40 countries
and 15 megacities – statistically representing the views of
1.1 billion people.
2 ERICSSON CONSUMERLAB THE INDOOR INFLUENCE EUROPE
Both quantitative and qualitative methods are used, and hundreds
of hours are spent with consumers from different cultures. To be
close to the market and consumers, Ericsson ConsumerLab has
analysts in all regions where Ericsson is present, developing
a thorough global understanding of the ICT market and
business models.
All reports can be found at:
www.ericsson.com/consumerlab
FROM DUSK ’TIL DAWN
From the moment they wake up in the morning, to
when they to go to bed at night, people use multiple
devices to meet their daily communication and
information needs. The necessity for communication
and staying informed in real-time, irrespective of
location, impacts people’s choice of devices and
services. This Ericsson ConsumerLab Europe report
highlights the crucial expectations of consumers
as they go about their daily lives.
MULTIPLE
DEVICES
keep consumers connected
Key findings
Consumers use and switch between
a number of different devices mostly when
indoors, however the young population shows
an inclination to use their mobile devices when
outdoors more than other age groups
>The young are willing to pay more for better
connectivity indoors and outdoors
Most of the consumers in Europe who
are smartphone or tablet owners use these
devices to access relevant information or
online communications
>PCs remain the most used device, followed
by smartphones, but tablets are surpassing
smartphones as the preferred devices for
online activities such as browsing the
internet and watching videos
As consumers get acquainted with faster
and better technologies such as 3G and 4G,
their internet usage is likely to increase
>Consumers are always looking to upgrade
their current technology. 3G technology
users are willing to upgrade to 4G
technology expecting to have a
better experience/connection
The overall level of satisfaction with
operators is equally dependent on
the quality of the network
and service provided
>From a network perspective
consumers are significantly
more satisfied with the
indoor experience
ERICSSON CONSUMERLAB THE INDOOR INFLUENCE EUROPE 3
LOCATION EQUATION
Our global 2014 Ericsson ConsumerLab study of
23 countries established that consumers spend
85 percent of their day indoors. Hence a large part
of their device and connectivity experiences are
likely to be influenced by the indoor environment.
Globally, consumers have shown greater satisfaction
with their indoor connectivity experience when
accessing online services. This is especially true
for streaming videos and watching TV or movies.
These findings are valid for Europe as well, where
internet users consider their indoor connectivity
experience to be much better than the outdoors.
43 percent of consumers were satisfied with their
indoor connectivity experience when browsing and
accessing social networks, but this figure fell to
13 percent for the same set of activities when
performed outdoors. For data-intensive activities,
34 percent of consumers considered their indoor
experience to be very good while only 10 percent
said the same for outdoors.
Figure 1: Percentage of people who had a very good experience when accessing high and low data-intensive services
13%
10%
43%
34%
BROWSING
AND ACCESSING
SOCIAL MEDIA
NETWORKS
STREAMING
VIDEO, TV
OR MOVIES
BROWSING
AND ACCESSING
SOCIAL MEDIA
NETWORKS
STREAMING
VIDEO, TV
OR MOVIES
OUTDOOR EXPERIENCE
SATISFACTION WITH
CONNECTIVITY
INDOOR EXPERIENCE
Source: Ericsson ConsumerLab, The indoor influence Europe, 2015
Base: Users of respective services on any device
OUTDOORS
VS. INDOORS
4 ERICSSON CONSUMERLAB THE INDOOR INFLUENCE EUROPE
People value seamless experiences when using online
services and our research found that satisfaction indoors
is again higher than outdoors. Among weekly users of
the internet, a larger proportion of consumers are able
to perform their preferred activities seamlessly across
any device when indoors than when outdoors (Figure 2).
For instance while 86 percent of consumers engage in
messaging on any device when indoors only 49 percent
do the same when outdoors. Similarly, 93 percent of
consumers browse the internet on any device indoors
but only 22 percent do the same when outdoors.
Changing of location from indoor to outdoor also leads
to a change in the preferred activities. Watching videos
is a preferred activity indoors, but is replaced by
listening to music in outdoor locations.
Figure 2: Most common internet activities,
outdoors and indoors
Figure 3: Usage of mobile/smartphone
services when outdoors
ACTIVITY ON ANY DEVICE
49%
MESSAGING
Figure 3 shows that when outdoors a greater proportion
of mobile phone/smartphone consumers are able to
perform their preferred activities than on any other
device. 51 percent of internet users on smartphones
engage in browsing (Figure 3) compared to only
22 percent overall (Figure 2).
51%
BROWSING
86%
MESSAGING
65%
LISTENING TO MUSIC
42%
89%
LISTENING TO MUSIC
VIDEO
22%
BROWSING
BROWSING
OUTDOOR
93%
63%
MESSAGING
MOBILE/
SMARTPHONE
INDOOR
Source: Ericsson ConsumerLab, The indoor influence Europe, 2015
Base: Internet users on a weekly basis, eight countries
Source: Ericsson ConsumerLab, The indoor influence Europe, 2015
Base: Internet users on mobile/smartphone, eight countries
Making calls and sending messages are among
the top activities performed across different
locations. With greater usage of online services,
European consumers are adapting to newer means
of communication. Traditional calls are slowly
making way for calls via the internet (VoIP), and
SMS is being used alongside instant messaging (IM)
among daily users of internet. Figure 4 shows that
while the traditional way of calling is still preferred,
VoIP is finding takers in Europe, with 23 percent of
consumers using it. Similarly, even though SMS is
still the most common way to send messages,
IMs are preferred by consumers.
Figure 4: Traditional vs modern: calls and messaging
MAKING CALLS
SENDING MESSAGES
CALLS
VOIP
SMS
IM
85%
23%
68%
42%
Source: Ericsson ConsumerLab, The indoor influence Europe, 2015
Base: People who make/receive any type of call on a daily basis, eight countries
Source: Ericsson ConsumerLab, The indoor influence Europe, 2015
Base: People who send/receive any type of message on a daily basis, eight countries
ERICSSON CONSUMERLAB THE INDOOR INFLUENCE EUROPE 5
THE GENERATION GAME
Figure 6: Consumer interest in paying
more for improved connectivity
Outside of home
At home
51%
48%
48%
40%
36%
34%
33%
29%
28%
23%
14%
11%
15–24
25–29
30–39
40–49
50–59
60+
Source: Ericsson ConsumerLab, The indoor influence Europe, 2015
Base: Internet users, eight countries
Although consumers in Europe have a better
connectivity experience indoors, what has emerged
both in the global and Europe studies is that the youth
(15–29 years) have a penchant for using more online
services outdoors than the overall population. The
frequency with which they perform certain activities
such as gaming, social networking and watching
videos when outdoors or commuting is much greater
than the overall population, as shown in Figure 5.
The youth are also more willing to pay extra to
improve their outdoor connectivity experience than
any other age group, as highlighted in Figure 6.
However, overall, consumers of all ages are willing
to pay more to improve their experience at home,
since this is where they spend a lot of their time.
Figure 5: Young users’ performance of activities and services in comparison with the overall population
Proportion of young users performing this
activity is higher than the overall population
Proportion of young users performing this
activity is lower than the overall population
WHILE
COMMUTING
OUT AND
ABOUT
WORK/
STUDY
HOME
SOCIAL
NETWORKING
GAMING
WATCHING
VIDEO
Source: Ericsson ConsumerLab, The indoor influence Europe, 2015
Base: Internet users, eight countries
6 ERICSSON CONSUMERLAB THE INDOOR INFLUENCE EUROPE
INTERNET
BROWSING
WORK/STUDY
RELATED
LISTENING
TO MUSIC
ONLINE
SHOPPING
MESSAGING
CALLS
INFORMATION IN HAND
Even though people’s experiences with connectivity
vary by location, the need to be in-the-know about
matters that concern them remains quite high.
Irrespective of where they are, people want to stay
connected and updated. They also value being able
to connect with their friends and family online to chat
or discuss matters of interest, independent of what
they are doing.
According to Figure 7, when commuting, about
39 percent of consumers who own a mobile/smartphone
or tablet rely on these devices to access relevant
information that could assist them when out and about,
such as looking up bus times or getting directions.
39%
use mobile devices
to assist their journey
Interestingly, the need to connect with family and
friends spikes to 34 percent when out socializing with
friends and family face-to-face. When commuting,
27 percent of consumers consider access to security
services, such as the police, to be important. While
out and about, 21 percent of consumers want to
have access to these services.
Figure 7: Services accessed in different situations
Easy, safe and fast payment options
To connect with others online
Getting relevant information and updates
Personal security services
Being able to access files, documents and content
50%
40%
30%
20%
10%
0%
SHOPPING (NOT ONLINE)
SOCIALIZING WITH FRIENDS
OR FAMILY (FACE-TO-FACE)
COMMUTING OR TRAVELING
WORKING OR STUDYING
WHILE OUT AND ABOUT
SITUATIONS
Source: Ericsson ConsumerLab, The indoor influence Europe, 2015
Base: Any internet user accessing the respective service on a mobile phone or tablet, eight countries
The need to access communication channels and
stay updated shapes people’s expectations from
devices and connectivity across locations. In Europe,
consumers use their mobile phones largely for browsing.
Some of the other increasingly performed activities on
mobile phones include sending emails, instant
messaging and social networking.
21%
of consumers consider access
to security services important
when out and about
ERICSSON CONSUMERLAB THE INDOOR INFLUENCE EUROPE 7
DEVICE PICKS
When it comes to accessing the internet, PCs remain by
far the most preferred device, followed by smartphones
and tablets. However, usage patterns vary across
countries, as shown in Figure 8. When accessing the
internet on a daily basis, Russia uses PCs the most,
followed by Germany. Smartphones are the second
most preferred device across Europe. Though tablets
are yet to gain popularity across many European
countries, 41 percent of UK consumers use them to
access the internet, which is the highest in Europe.
Figure 8: Daily internet access on each device in different countries
PC
Smartphone
Tablet
100%
80%
60%
40%
20%
0%
AUSTRIA
DENMARK
GERMANY
ITALY
RUSSIA
SWEDEN
UK
UKRAINE
OVERALL
Source: Ericsson ConsumerLab, The indoor influence Europe, 2015
Base: Daily users of internet on specific devices, eight countries
Consumers rely extensively on their PCs to meet
specific online requirements for work/study and leisure
activities such as watching videos, browsing and online
shopping. Although tablets are yet to gain widespread
popularity, their usage is picking up in Europe. As
shown in Figure 9, a relatively greater proportion of
tablet users are using the device for different activities
than smartphone users.
Smartphones and tablets are used to a similar extent for
gaming and social networking. Smartphones are still
primarily used for sending messages at 88 percent,
followed by making calls several times a week at
80 percent. PCs are most used for browsing the internet at
93 percent. Online shopping and social networking are the
second and third most common activities performed on
PCs at 89 percent and 87 percent, respectively.
Figure 9: Activities performed several times a week
PC
Smartphone
Tablet
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
MESSAGING
CALLS
LISTENING
TO MUSIC
GAMING
SOCIAL
NETWORKING
INTERNET
BROWSING
Source: Ericsson ConsumerLab, The indoor influence Europe, 2015
Base: Internet users on respective devices who access the internet several times a week, eight countries
8 ERICSSON CONSUMERLAB THE INDOOR INFLUENCE EUROPE
WORK/STUDY
RELATED
WATCH
VIDEO
ONLINE
SHOPPING
CONNECTIVITY CHECKLIST
4G services
are increasing in importance
for European consumers
Good connectivity allows consumers to easily transition
from traditional tasks such as making calls and sending
SMS, to using VoIP and instant messaging, respectively.
Figure 10 shows that consumers’ interest in making calls
and sending messages using the internet increases as
the connectivity experience shifts from 2G to 3G and
then 4G. When outdoors, only 7 percent of 3G users
engage in watching videos, while 14 percent of 4G users
do the same. Figure 10 also highlights the increasing
importance and trust that European consumers are
placing in 4G services with regards to performing
activities such as online shopping and social networking.
Figure 10: Outdoor usage of different activities performed several times a week
3G
4G
60%
50%
40%
30%
20%
10%
0%
MESSAGING
CALLS
LISTENING
TO MUSIC
GAMING
SOCIAL
NETWORKING
INTERNET
BROWSING
WORK/STUDY
RELATED
WATCH
VIDEO
ONLINE
SHOPPING
Source: Ericsson ConsumerLab, The indoor influence Europe, 2015
Base: Internet users who use respective generations of mobile internet, eight countries
ERICSSON CONSUMERLAB THE INDOOR INFLUENCE EUROPE 9
Also, as Figure 11 indicates, consumers are interested
in upgrading their connectivity. For instance, among
those who use a 2G connection only 9 percent show
an inclination to upgrade to 4G, among those who
use a 3G connection 22 percent are interested in
upgrading to 4G.
Figure 11. Intention to upgrade to new technology or network plan
PLANNING
TO UPGRADE
TO 4G
PLANNING
TO UPGRADE
TO 3G
PLANNING
TO CHANGE
NETWORK/
CONNECTION
PLAN
9%
22%
12%
13%
26%
EXISTING
2G USERS
EXISTING
3G USERS
Source: Ericsson ConsumerLab, The indoor influence Europe, 2015
Base: Users of respective generations of mobile internet, eight countries
Satisfaction tracker
As a mature market, consumers within Europe
expect better connectivity, varied pricing plans
and good quality services. Figure 12 shows that
network satisfaction influences overall satisfaction.
Consumer satisfaction with the network is almost
equally influenced by quality of voice and data
services. On the other hand service satisfaction
is influenced by price plans and customer services
for billing and technical support.
Figure 12: Relative importance of factors affecting overall satisfaction and value for money
9%
21%
9%
49%
NETWORK
51%
52%
OVERALL
SATISFACTION
48%
13%
SERVICE
17%
14%
17%
Voice
Service
Price plans
Customization
Data
Network
Billing customer
service
Initial purchase
process
Technical customer
service
Devices offered
Source: Ericsson ConsumerLab, The indoor influence Europe, 2015
Base: All
10 ERICSSON CONSUMERLAB THE INDOOR INFLUENCE EUROPE
Accurate billing
Overall, the European market still favors PCs, followed
by smartphones. Consumers are keen to use their
mobile devices to track updates and stay informed,
irrespective of location. This need is met through the
seamless use of devices mostly when indoors, and
to a lesser extent, outdoors. When compared to the
overall population, the youth show a greater inclination
to use their mobile devices outdoors.
In Europe operator satisfaction is balanced between
network performance and the service provided.
These, and other factors such as the rise in
smartphone usage, the openess of youth to greater
connectivity and the spread of 4G will determine the
manner in which consumers in Europe will assess
and adapt to new technologies and services.
Network
performance
and service are key to
customer satisfaction
ERICSSON CONSUMERLAB THE INDOOR INFLUENCE EUROPE 11
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