Mobile Broadband Performance Expectations Rise
The importance of mobile Internet performance when choosing a service provider rose again from 32 percent in 2014 to 35 percent this year.Demand for excellent mobile Internet performance is rising, with expectations at an all-time high, according to a Vasona Networks survey of 1,132 U.S. online consumers. The importance of mobile Internet performance when choosing a service provider rose again from 32 percent in 2014 to 35 percent this year, while the percentage of users expecting good mobile data performance all of the time, with no temporary hiccups or outages, stood at 73 percent. Additional findings from the survey suggest that operators should focus on improving mobile browsing performance. A majority of respondents (60 percent) say that Web pages loading slowly or not at all is the single most frustrating experience when networks are slow. "We were most surprised by the number of consumers that are potentially at risk of churning. While a significant percentage of smartphone users say that their experience has gotten better over the past year, the majority has not seen a change or believe their service has gotten worse," John Reister, vice president of marketing and product for Vasona, told eWEEK. "Considering the portion of customers that say their experience has gotten worse and those that think they can get better performance by switching, operators are potentially facing an awfully high churn risk. This is especially true as the customer experience emerges as the next battleground for growth."
Nearly a third (32 percent) of respondents said the mobile broadband experience offered by their provider has gotten better during the past year, while only 15 percent think that it has gotten worse.