Broadband experience now ‘makes users loyal to telcos’

Better mobile broadband experience remains the principal driver of smartphone user loyalty to telcos, a report by Swedish telecom firm, Ericsson has revealed.

[quote font=”georgia” font_size=”22″ font_style=”italic” align=”left” arrow=”yes”]The study, which was done on 650 million smartphone users across 14 markets, found that the mobile broadband experience remains the principal driver of smartphone user loyalty to operators, as it emerges as a common source of dissatisfaction among 73% of users globally.[/quote]Mobile broadband experience is based on smartphone user satisfaction with many aspects such as web page and video load time to buffering effects on streaming apps, as well as network coverage.

“As new apps emerge and video usage behavior evolves, network performance will matter more than ever and will determine how loyal smartphone users will be to their operators”, Jasmeet Singh Sethi, Senior Advisor with Ericsson Consumer Lab says.

The study, which was done on 650 million smartphone users across 14 markets, found that the mobile broadband experience remains the principal driver of smartphone user loyalty to operators, as it emerges as a common source of dissatisfaction among 73% of users globally.

The report, themed “Experience shapes mobile customer loyalty,” shows that while consumer behavior has changed, the widely-used customer loyalty measurements in the telecom industry have not.

The mobile broadband experience study also reveals that smartphone users who face 11 or more issues per week are approximately twice as likely to think of switching operators. It shows two in every five smartphone users claiming that they face more than 11 issues at least weekly, with video streaming glitches more common now.