Ericsson Consumer Lab published Chinese city telecom 2013 report, according to which China mobile broadband had become daily life necessity, more than 70% Chinese smartphone users surfed mobile internet in public transportation. App based mobile broadband services would cover every aspects of city life, improving city life satisfactory.
Besides, Chinese consumers had less experience of mobile broadband service than phone call. While the mobile broadband service user experience laid a huge impact on total user satisfactory degree, unsatisfied consumers possible drop-out rate was five times higher than satisfied consumers.
Consumers’ need for mobile broadband had been increasing, 60% said mobile could offer information they needed instantly; 51% consumers admitted that mobile could offer entertainments and they would feel bored without mobile; besides, 53% consumers regarded being reached at any time anywhere as very important.
Internet access was not limited to home and office anymore. More than half consumers gained internet access outdoor, smartphone users could use data plan at any occasion. Data showed that average daily time spent on transportation in big cities was 1.5 hours, smartphone played a crucial role in filling this period. 70% users would browse webpages on mobile, and social networks. And two thirds of smartphone users would communicate with family and friends on mobile.
In the chart above, it showed the global average and Chinese Wi-Fi and mobile broadband household penetration rate. Chinese mobile broadband household penetration rate increased 64% in two years, from 14% in 2011 to 23% in 2013. And Chinese Wi-Fi household penetration rate increased 600% within two years.
Consumers attitudes toward data plan changed over time, 18% Chinese consumers thought data plan could replace phone call and SMS. Among smartphone users, the percentage reached almost 30%. In the past year, 80% consumers used IM service everyday, more than one thirds of consumers reduced SMS usage.
The survey of Chinese mobile broadband satisfactory showed that price to be the biggest barrier, 69% smartphone users said that data plan price was still expensive. Call quality satisfactory degree surpassed mobile broadband speed, and customized service was the third most concerned aspect.