"High data allowances appear to increase customer satisfaction and reduce churn risk, but operators have yet to fully capitalise on this effect."
This report focuses on aspects of the Connected Consumer Survey that relate to the behaviour, preferences and plans of smartphone users in the Middle East and North Africa (MENA) region. In particular, it focuses on respondents’ satisfaction with their mobile services.
The research was conducted in August and September 2016. The survey groups were chosen to be representative of the mobileInternet-using population in the region. We set quotas on age, gender and geographical spread to that effect. There were 4500 respondents in the region.
This report answers the following questions.
- How do churn levels differ between countries and operators? What factors seem to affect churn decisions? What are churners looking for in their next tariff?
- What is the Net Promoter Score (NPS) of different operators? What seems to affect it? How do operators perform in different parts of the country and what demographics are they strong in?
- How does data consumption correlate with customer satisfaction? How do different data pricing strategies affect customer experience and satisfaction?
Survey data coverage:
The research was conducted in August and September 2016. The survey groups were chosen to be representative of the mobile-Internet population in the region. We set quotas on age, gender, employment, and regional demographics to that effect. There was a minimum of 1000 respondents per country, and 4500 respondents in the region.
Who Should Read this Report
- Operator-based strategy executives and marketing managers who are interested in understanding consumer market trends, the changing role of data services and the impact of differing approaches to pricing on customer satisfaction.
- Market intelligence and research executives in service providers that are responsible for understanding end-user trends and supporting business units in identifying and addressing new opportunities.
- Equipment/device manufacturers and software providers that want to identify end-user trends in service and device usage and help their operator customers to improve their ability to address market opportunities.