Quantitative research report
How phones are mainly used
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- Profile of 3G feature users
- Non-users of 3G features
How phones are mainly usedOf the available features, customers use the phone most frequently for voice calls (used greater than 50 per cent of the time) and SMS. Interestingly, 3G features accounted for just six per cent of the overall phone use. However, parent 3G bill-payers use the phone significantly differently to adult 3G bill-payers—this group uses the phone more often for SMS (65 per cent) than for voice calls (21 per cent). An examination of the amount of time consumers spend using different phone features is useful when considering how they understand billing arrangements and their billing experiences. Overall, customers use their phone predominantly for voice calls and SMS. 3G features account for a relatively small proportion of total use. It is unclear, however, whether the patterns of use are affected by the level of understanding of charging arrangements for phone features. These issues are explored further in Section 4.6, which examines why consumers do not use 3G features. Chapter 5 examines the level of understanding of billing arrangements for aspects of phone use, including data usage charges. Chapter 6 examines the extent to which aspects of phone use contribute to consumers receiving a higher than expected bill.
Profile of 3G feature usersOverall, 40 per cent of 3G bill-payers reported using 3G features on their phone. This group was generally younger and more likely to be concerned with purchasing a phone with more features and/or the latest technology (Figure 6). Just under half of 3G feature users were aged under 35 (46 per cent) compared to 20 per cent of non-3G feature users, and 19 per cent of 3G feature users were aged under 25 compared to 12 per cent of non-3G feature users).
While 3G feature users are most likely to purchase a new phone at the end of their previous plan, they are also significantly more likely to want a phone with more features, an upgrade from their previous plan and a phone with the latest technology (Figure 7).
Overall, 3G feature users exhibit distinctive characteristics. Their understanding of data usage charges and likelihood of receiving a higher than expected bill are examined in chapters 5 and 6. Non-users of 3G featuresOf 3G bill-payers from fixed-line households, 60 per cent do not currently use 3G (internet-related) features on their mobile phone. Among this group, 38 per cent desire a specific phone, regardless of its 3G features. Another 24 per cent do not use 3G features because they believe it costs too much, while 20 per cent attributed their non-use to a lack of familiarity with the features (Figure 8).
As can be seen in Figure 9, there are significant differences as to why parents and adult 3G bill-payers do not use 3G features. For the parent group, 46 per cent believe that it would be too expensive and 19 per cent have instructed their child not to use these features on their phone. A significantly lower number of adult bill-payers (21 per cent) who do not use 3G features think that the cost is likely to be too expensive.
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Denotes significantly different at the 95% confidence level, comparison among delineated groups.
