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- 3. 3G bill-payer pre-purchase and point of purchase trends
- Key findings
- Pre-purchase factors
- New phone triggers
- Information sources used when deciding which plan to purchase
- Most important aspects of the plan
How to read the resultsThis study presents findings for 3G bill-payers from fixed-line households. Additional breakdowns are presented for different consumer groups where significant differences were observed. The breakdowns presented in the report include:
Where data exist that are less than one per cent, it is shown as <1 per cent, as distinct from zero, which signifies no valid responses achieved. Significance testing was conducted at the 95 per cent confidence level to clarify relevant distinctions between the groups listed and other groups of interest throughout the report. Key findings for mobile-only households are presented in Chapter 8 as a supplement to the findings for fixed-line households. A full set of tables for mobile-only households is included in Appendix B. 3. 3G bill-payer pre-purchase and point of purchase trendsThis section examines the sources of information and other factors that 3G bill-payers consider prior to and as they purchase their mobile phone and plan. Findings are presented for 3G bill-payers from fixed-line households, including both adult and parent bill-payers, as well as prepaid and post-paid bill-payers. Consideration is also given to the use of 3G features, characteristics of those who use them and reasons for not using them. This section also examines specific behaviour around the use of spend management tools. The findings in this section build a profile of 3G bill-payers and their methods of phone use. This provides important contextual information when considering subsequent sections on the understanding of bill charging and the incidence of receiving an unexpectedly high bill across different customer groups. Key findingsFindings presented in this section provide insights into where consumers obtain their understanding of charging arrangements and the factors that motivate them to purchase a new phone plan. Prior to purchasing a mobile phone, consumers typically consult at least one source to gain information that helps them to select the phone and plan. The store sales person, friends and colleagues are the most common information sources when a consumer is deciding which mobile plan to purchase. The most commonly reported reason for purchasing a new phone or plan was the end of an existing plan. Other triggers include upgrading from a previous plan and the desire for a new phone with the latest technology. Those who use 3G features were more likely to purchase a phone that provided them with more features and/or the latest technology. When asked how their phone was mainly used, bill-payers report that they mainly use their phone for voice calls and SMS. Overall, four in 10 customers reported using 3G features on their phone. On average, these customers are considerably younger than those who do not use 3G features, with 46 per cent aged less than 35 years. For those customers who did not use 3G features, the main reason was that they just wanted a specific type of phone, regardless of its features. The next most common reason was the cost of 3G features. Just over half of 3G bill-payers use credit monitoring tools, while 47 per cent do not use any tools to monitor their mobile usage and costs. Pre-purchase factorsThis section considers the main information sources consumers use when purchasing a phone plan and their motivating factors for doing so. Why consumers choose a particular phone or plan provides some insights into their expectations and requirements at the pre-purchase phase. A more detailed examination of subsequent patterns of phone use, including the use of 3G features, is outlined in Section 4.4. New phone triggersA number of different factors may prompt consumers to seek a new phone plan, including aspects of the mobile phone itself. The most commonly reported reason for purchasing a new phone or plan is the end of an existing plan. Other triggers include upgrading from a previous plan and the desire for a new phone with the latest technology. Among parent 3G bill-payers, 22 per cent attribute their child’s desire for a new phone as the reason for investigating new phone plans. When it comes to the decision-making process, parents still hold the power—only 20 per cent of parents indicate their child is the main decision-maker in the plan selection process, while 52 per cent report that their child is involved very little, if at all.
Information sources used when deciding which plan to purchaseIdentifying the information sources 3G bill-payers use helps to explain how they obtain their understanding of payment plans and charges. 3G bill-payers use a range of information sources when deciding which plan to purchase; however, they tend to prefer face-to-face sources. Among this group, 37 per cent speak with a store sales person and 26 per cent speak to colleagues or friends. To a lesser extent, online information sources are also used. Of this group, seven per cent look for information on telecommunication retailer websites (those organisations who provide the public with mobile telephone hardware to access mobile services and arrangements to use the network hardware infrastructure). Another 10 per cent use the websites of service providers. (Also known as carriage service providers, service providers supply mobile telecommunications services to the public using carrier network infrastructure). Slightly different patterns of information-seeking behaviour emerge between parent and adult 3G bill-payers from fixed-line households (Figure 3). For both adult (38 per cent) and parent (33 per cent) groups, the most common approach was to speak to the store sales person. However, parents (16 per cent) were more likely than the adult group (six per cent) to look at displays in store, visit the network or provider’s website (16 per cent parents; nine per cent adults) or decide based on previous experience (13 per cent parents; seven per cent adults). The adult group (27 per cent) was more likely than parents (18 per cent) to speak to friends and colleagues.
Most important aspects of the planWhen deciding which 3G mobile phone plan to choose, ‘value for money’ is the most frequently identified consideration, while 23 per cent of 3G bill-payers identify ‘network coverage’ as another of the most important aspects. Other key aspects are whether the bill-payer likes the network or service provider (13 per cent), and phone features (14 per cent). The same two aspects—value for money and network coverage—are most important to both parent and adult 3G bill-payers. Phone features are significantly more important to adult (15 per cent) than parent (nine per cent) bill-payers. SMS rates are significantly more important to parents (17 per cent) than adults (six per cent). Finally, having family or friends on the same plan is more important to parents choosing a plan for their child (18 per cent) than to adults (five per cent).
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igure 2 Main new phone triggers (%)
