Quantitative research report
Point of purchase factors
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Point of purchase factorsReflecting their preference for accessing face-to-face sources of information when deciding which phone plan to purchase, 3G bill-payers are most likely to purchase their current plan in a store (74 per cent). This suggests that the in-store sales person is an important source of information both at the pre purchase and point of purchase phases. The next most common method was purchasing over the phone (22 per cent), while just three per cent purchased on the internet.
Parent 3G bill-payers from fixed-line households are significantly more likely to purchase their child’s mobile phone plan in-store (82 per cent) compared to comparable adult 3G bill-payers (72 per cent). Significantly fewer parent bill-payers (14 per cent) purchased their child’s plan over the phone compared to adults (23 per cent). Use of phone featuresThis section examines the use of phone features and compares the characteristics of customers who use 3G (internet-related) features with non-3G feature users. Patterns of phone use are important when examining the role of each phone feature in customer bill shock. Differences in the characteristics of key user groups may also affect the level of understanding of billing and charging arrangements, as well as billing experiences (chapters 5 and 6). As can be seen in Table 4, the phone features most frequently used by 3G bill-payers are voice calls and messaging. Of this group, 79 per cent use their phone for voice calls, and 73 per cent for sending and receiving SMS messages. Apart from these core functions, 30 per cent of this group use their phone for internet browsing and 21 per cent to take videos and photos. Only the parent 3G bill-payer group uses SMS (77 per cent) more often than voice calls (68 per cent). Significantly more parents than adults also use their phone to download music (14 per cent to six per cent) and access social networking sites (15 per cent to six per cent)—these are features likely to be popular among their children. Chapter 5 examines to what degree consumers understand inclusions and charging for voice calls and SMS. Chapter 6 considers whether the incidence of receiving an unexpectedly high bill varies between 3G feature users and non-3G feature users, and examines the aspects of phone use that contribute to creating an unexpectedly high bill.
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