Network speed is an important factor for consumers in Saudi Arabia according to a new report ‘Life in the Fast Lane’, published by Ericsson.
According to the report, users on faster networks behave differently than users on slower networks. More users on faster networks are accessing advanced data services like internet video calls, mobile payment and tethering compared to users on slower networks. As an example 19% of smartphone users on slower networks make online payments on mobile phone, while 34% of smartphone users on faster networks use this service.
Both “value for money” and “network performance” are two important areas that impact consumer satisfaction among all mobile broadband users. But, network performance is less of a concern for users on faster networks.
The report also said that consumers in Saudi Arabia perceive faster networks to be more expensive, although upgrading is free Saudi Arabia. The results showed that 44% of smartphone users who had rejected moving to faster networks cited expensive monthly fees as the reason for not doing so. Ericsson believes that “this is one of the main barriers preventing people from subscribing to them.”
Ali Eid, president of Ericsson Saudi Arabia said: “The growth of mobile broadband usage in Saudi Arabia is driven by the high uptake of smartphones across the Kingdom. Our findings reveal that smartphone users on faster networks have a more positive perception and loyalty towards their operators compared to users on slower networks, which provides operators with the opportunity to monetise their investments. Users on faster networks, for example, realise the true value of mobility with the perceived better experience.”
Ericsson ConsumerLab published the “Life in the Fast Lane” report which evaluates the usage habits of consumers in Saudi Arabia. The research was conducted with 1,279 mobile broadband users, estimated to represent 35% of the total population of Saudi Arabia. All respondents use mobile broadband through either a mobile phone or dongle, and 72% have a prepaid connection.