THIS TIME IT’S PERSONALMobile Broadband User Study

Since the Smartphone came into our lives, one of the Mobile Broadband laptop has become my daughter’s property and constantly being used. Jose, 39, Sweden

About the survey

Ericsson conducted its quantitative mobile broadband survey among 4,600 consumers in Australia, Austria, Singapore, Sweden, the UK and the USA. Participants were aged between 15 and 69, and had both a mobile phone at their personal disposal and an Internet connection of some kind. Of these, over 1260 are mobile broadband users and 3,330 are not.

In addition, Ericsson conducted more in-depth qualitative interviews among target groups in Sweden, the UK and the USA.

The fieldwork was conducted during October and November 2009.

KEy FINdINgS

• Broadbandaccessisincreasinglyseen as a 24/7 necessity

• Themajorityofthosesurveyed,80%wantanywhere access

• Laptopsandsmartphonesperceivedasvery personal, limiting the willingness to share device and connection

• Twodistinctusergroups–mobilebroad-band-only and combined fixed and mobile broadband–withdistinctmotivations

• Differentusertypesadoptingandadaptingmobile broadband to their lifestyles

• Halfofallrespondentsarewillingtopay15%moretogetdoublethespeed

Ericsson’s latest multi-country study into mobile broadband usage has uncovered significant shifts in people’s behavior and attitudes.

More than ever before, people are viewing broadband access as a 24/7 necessity, ratherthana‘nice-to-have’,andseeitaspartofdailylife–movingfarbeyond basic connectivity.

Beforepeopledecidedwhentogetonline.Nowadays,theydecidewhentogetoffline.

Perhaps more significantly, people increasingly view laptops and smartphones as verypersonaltools,ratherthansharedfacilities.Borrowingsomeone’slaptopormobile broadband connection is now seen as almost as unacceptable as going through someone else’s handbag or briefcase.

It is also clear that – while everyone appreciates the freedom and connectivity that mobile broadband provides – different user types have different motivations for adopting mobile broadband, and use it in quite different ways.

This provides operators with opportunities to create smart service solutions, based on a number of business and pricing models.

I want it now

– Internet becomes a 24/7 necessity

For a growing number of people, broadband has moved on from being something that is used only occasionally, to being a fundamental part of every-day life. It has changed our way of living, and now we simply can’t live without it. Quicker and more easily accessible Internet in the home and office is driving demand for instant Internet access everywhere.This desire to be ‘always connected’ while out and about is evidenced by the growing popularity of smartphones: one leading analyst house estimates thatby2012smartphoneswillaccountfor30-35% of the total mobile device market.

There is a difference between planned and sponta-neous broadband usage, however. While the rise of smartphones has enabled much more spontaneous broadband access, people tend to plan ahead when it comes to using a laptop through the day.

People are likely to use laptops when they have a time window of at least 20 minutes, and they can sit down, preferably at a table. Smartphones are more often used when people have a few minutes to spare, especially when out and about.

You can get more things done and be over with it, like booking theatre tickets on the train. Otherwise I would have to stay longer, or rush home and risk missing something. It’s a time-saver!

Helena, 59, United Kingdom

0

90

2002-2009

Use Internet daily

The Internet is a 24/7 necessity

Broadband, laptops and smartphones have become more personal

Increased Demand forMobile Broadband

Control Immediacy Belonging Independence

Ourgrowingdesireforinstant,24/7access–anditsgrowingavailability–notonlyincreasessmartphoneusage, but also open up new business opportunities for those who are smart about it.

Ericsson’s study found that people are willing to pay a premiumforguaranteeduserexperience:Halfofthestudy respondents demonstrated a willingness to pay 15%moreinordertogetdoublethespeed.Consum-ers are attracted by service plans that suit their way of usingmobilebroadband–forexample,accordingtowhether they mostly use a smartphone or a laptop.

The increasing reliance on the Internet cuts across all aspects of life, from professional performance to social life and leisure. There is a strong drive to increase Internet access through mobile broadband, which can satisfy a number of basic needs of modern life:

• Control–lifemanagement;beingincommandofwhat’s going on

• Immediacy–beinginthemoment;nothavingtoplanahead;seizingopportunities

• Belonging–beingpartofthesocialloop;stayingconnected to family and friends

• Independence–beingabletomovearoundandexplore;notrestrictedbytimeandplace;beingself-sufficient.

The mobile broadband end user study found that fifty-five percent of those who are using mobile broadband (1,260 survey respondents) are combined users, whohave both fixed and mobile broadband. The main reason these people acquire mobile broadband is to have mobility outside the home, and the survey found that80percentofcombineduserswanttomaintainboth their fixed and mobile broadband connections.

Forty-five percent of those who are using mobile broadband are using it as their only access to the Internet.

Within these two user groups, the survey identified fourkeytypesofuser,characterizedas‘students’,‘simplicity seekers’, ‘professionals’ and ‘spontaneous surfers’. People can, of course, display characteristics of more than one of these types.

Students – independence and efficiencyLifetendstobetransientandunpredictable.Livinginshort-term, shared accommodation means subscribing to fixed broadband services is virtually impossible. younger people also tend to live active and mobile life-styles, and they spend a lot of time outside the home –atschoolorcollege,orvisitingfriendsandfamily.

For students, the laptop is often the primary tool for studying and research. With a laptop and mobile broadband, students can always get connected to the Internet whenever and wherever they need it.

The ability to use the laptop wherever they go makes mobile broadband much more valuable to students than a fixed service. They can move around campus and study in quiet areas where they can get more done–thereisnoneedtowaitinlineforsharedcomputer and Internet facilities. They can take part in groupprojectsandlookforinformation,whetherinthelibrary or at a friend’s house.

Furthermore, mobile broadband services tend not to require a fixed address. In many cases, it is the parents who have taken the initiative to equip their children with a laptop and mobile broadband to help them do well at school. More interesting, is that the less IT-literate generation have often initiated the purchase, rather than their children.

Combined or alone,

mobile broadband fits users’ lifestyle

I have my whole life in the computer. I have all my notes and university-related activities there. It’s practical to always bring it with me, since I use it instead of taking notes on a piece of paper.

Nick, 19, Australia

Simplicityseekershaverealizedthatasinglemobilebroadband subscription can meet all their needs both within and outside the home. They typically initially sign up for mobile broadband as a complement to their fixed broadband and, after using it for a while, often conclude that it is sufficient for all their Internet needs. Some people in this category sign up to mobile broadband as their first Internet service, as it is so quick and easy to install.

This kind of user likes to keep things simple such as to only get one bill. They prefer being able to move around freely while using the Internet, both within the home and outside, without having to rely on the availability of WiFi or another person’s broadband connection.

Simplicity seekers – easy enjoyment and mobility

In the study, spontaneous surfers tend to be heavy smartphone users. While many of them previously had access to mobile broadband from a laptop before they started using a smartphone (typically an iPhone orBlackberry),theyhaveshiftedmuchoftheirmobilebroadband usage to the smartphone, especially when out and about or for impulsive Internet check-ups at home or in the office.

For spontaneous surfers, the smartphone provides faster access to the Internet. There is no need to boot up the laptop, enter a password and wait for the service to connect before getting online. This makes it easier to use the smartphone during short time peri-ods, for instance while commuting.

Spontaneous surfers – quick and easy access on the go

Some respondents consider smartphones to be safer to use than laptops when they need to access the Internet in public. They attract less attention from potential thieves and are less likely to get damaged or broken.

However,spontaneoussurfershavenotgivenupthelaptop altogether. They still see the laptop as valuable when they need more performance and a larger screen, for example for working on documents, edit images or viewing video. And with an embedded mobile broad-band connection in your laptop there is no extra time to connect,justclicktostartthecomputer.

When I go somewhere I really enjoy being able to find restaurants with interesting concepts in the area or get information about available cultural experiences. For me that is quality of life. Julia, 32, Singapore

For professionals, the big advantage of mobile broadband is that it helps them ensure they don’t miss out on a business opportunity because of limited Internet access.

Havingaccesstohigh-speedbroadbandwhile on the move helps business users respond more quickly to their customers or prospective customers –forexample,architectsordesignerscansend and receive drawings and designs wherever they are working.

The study found that professionals commonly use mobile broadband to check and respond to e-mails, with or without heavy attachments whenever there is a window of opportunity. This makes them feel prepared

and connected to business life throughout the day. Some of the respondents use laptops with mobile broadband to make up for limited or restricted Internet access at work. In order to excel at work, some professionals have invested in mobile broadband out of their own pockets.

Professionals typically always carry their laptops, especially sales people and other staff whose work takes them out on the road. Some need to report back to the office frequently and are therefore more likely to use the laptop out and about, or in situations where private mobile broadband users would be less inclined to.

Professionals – staying ahead of the competition

If you snooze, you lose. Every minute counts, and the reason I think I’m good at what I do is that I get back to my clients right away… For me, the first rule is that the client comes first.

Jackie, 34, USA

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Ericsson is a world-leading provider of telecommunications equipment and related services to mobile and fixed network operators globally. Over 1,000networksinmorethan175countriesutilizeournetworkequipmentand 40 percent of all mobile calls are made through our systems. We are one of the few companies worldwide that can offer end-to-end solutions forallmajormobilecommunicationstandards.

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