"The level of intention to churn in developed Asia–Pacific is lower than in most other regions, but operators received almost exclusively negative Net Promoter Scores from survey respondents."
This report focuses on aspects of the Connected Consumer Survey that relate to the behaviour, preferences and plans of smartphone users in developed Asia–Pacific (DVAP). In particular, it focuses on respondents’ satisfaction with their mobile services.
The survey was conducted in association with On Device Research.
The research was conducted in October and November 2016. The survey groups were chosen to be representative of the mobile Internet-using population in the region. We set quotas on age, gender and geographical spread to that effect. There were a minimum of 1000 respondents per country, and 4000 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 are the Net Promoter Scores (NPS) of different operators? What seems to affect them? How do operators perform in different parts of the region and in which demographics are they strongest?
- 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 October and November 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 4000 respondents in the region.
- South Korea
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 who 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.