New devices, changes in customer behaviors, and technological advances are rapidly changing the mobile market and consumers’ expectations of mobility. A recent Cisco study of mobile consumers reveals how much, and how quickly the world of mobility is changing. The survey uncovers some startling revelations about what consumers are doing on their mobile devices, how and where they are using them, and how they are connecting them to the Internet. Highlights of the research are revealed in my recent blog Discover What Consumers Want from Wi-Fi and Mobile.
The majority of devices are now Wi-Fi-enabled, and the fastest-growing category is “nomadic” devices like tablets and eReaders. We now need to speak of the “mobile home,” as the home is by far the most popular location for consumers to use their mobile devices. Surprisingly, Wi-Fi is the network connection of choice for most consumers for all of their devices. Public Wi-Fi is now a big part of mobile life.
Consumers are generally satisfied with their public Wi-Fi experience, but they want it to be faster, more secure, better quality, and most of all, available in more places. Consumers are anxious for enhanced personal mobile experiences that can be delivered by unlocking the inherent business value hidden in the Wi-Fi infrastructure.
While it is never easy to foresee the future, we are making five predictions for key changes in the mobile industry over the next two years based on insights from the Cisco mobile consumer research: Read More »
Tags: Cisco, devices, future predictions, mobile, public wi-fi, research, Service Provider, survey, wi-fi
Consumers have a true love of mobile devices, as evidenced by recent Cisco mobile consumer research. Significant percentages of respondents reported using everything from laptops, smartphones, and tablets to eReaders and mobile gaming devices. Americans now own an average of three mobile devices each, up from 2.6 devices in the 2012 Cisco mobile consumer study. Perhaps more significant, our findings show that the number of smartphone users has grown by 21 percent in just one year, now reaching 68 percent of the population, at the expense of basic phones. Most remarkable is that the number of tablet owners has expanded by over 90 percent in just one year, with close to four out of ten consumers possessing one of these new devices.
The insatiable demand for mobile devices and new applications that use large amounts of bandwidth is generating staggering volumes of mobile data. In parallel, the use of Wi-Fi for Internet access is exploding, as more mobile devices are Wi-Fi enabled, the number of public hotspots expands, and user acceptance grows. Most mobile operators now realize that offloading data traffic to Wi-Fi can, and must, play a significant role in helping them avoid clogged networks and unhappy customers. Many service providers are now constructing extensive networks of public Wi-Fi hotspots for use by their mobile or home broadband customers. The networks allow mobile offload and help enhance and differentiate their offerings. In addition, service providers are struggling to understand new business models for making money from Wi-Fi. However, very little is currently known about how consumers are actually using public Wi-Fi and how they view the overall experience. Nor is there much information about mobile users’ appetite for these new services, their willingness to use them, or their privacy or security concerns surrounding these data-based services.
To learn more, Cisco conducted a survey of 620 U.S. mobile users to understand their needs and behaviors, use of devices, applications and mobile access technologies, and how they have changed since our 2012 mobile consumer study.
Top 10 Research Findings Read More »
Tags: Cisco, location based services, LTE, mobile, mobile consumer survey, mobile devices, monetization, public wi-fi, research, Service Provider, Smartphones, value-added services, wi-fi
Competing with the virtual, e-commerce world is becoming increasingly challenging for real-world businesses. Traditional retailers have long envied the massive amounts of valuable data that online retailers have available to help them better understand customer behavior and implement winning marketing tactics. Online retailers know valuable information such as how frequently customers return, how long they spend on their sites, what the customers looked at but didn’t buy, and where they went before and after coming to the site. Businesses as diverse as hotels, banks, stadiums, airports, and large public venues are all looking for ways to get similar detailed data on customer activities in their facilities, so they can improve the customer experience and their bottom lines. The data and insights have not been available to bricks-and-mortar facilities, until now.
That situation is changing through the growing availability of Wi-Fi in business locations. Many retailers, hotels, and other businesses are increasingly offering Wi-Fi as a service that allows their customers to connect mobile devices to the Internet. Hidden in this valuable service is a vast amount of information and insight, which retailers and others can use to deliver tangible value to their bottom lines. Hypersensitive location information, device details, identification of returning customers, and sophisticated path analysis are just some of the customer data captured by Wi-Fi networks. Businesses are now realizing that the data and capabilities offer new ways to improve the customer experience and support a range of market-leading monetization models.
For many businesses, these new location-based experiences and Read More »
Tags: Cisco, location based services, mobile, mobile consumer survey, monetization, research, Service Provider, value-added services, wi-fi
The mobile market continues to evolve at a blindingly fast pace. It seems that new faster, sleeker, and more powerful mobile devices are launched every day, with new device categories created almost overnight. The number of available applications to run on these revolutionary new devices is staggering, numbering in the millions. Now you can do everything, from banking and controlling your home thermostat to shopping, entertainment, and printing a boarding pass, all from the palm of your hand. In addition, we now have faster ways to connect these devices to the Internet using 4G/LTE or Wi-Fi technologies.
While service providers are clearly benefiting from the rise of mobility and all the innovations in devices applications they are constantly trying to understand how consumers are using mobility and where the mobile market is heading. To continue to derive business value from mobility, service providers need to better understand mobility from the users’ perspective and translate what they discover into new sources of business value.
To learn more, Cisco conducted a survey of 620 U.S. mobile users to understand their needs and behaviors, use of devices, applications and mobile access technologies, and how they have changed since our 2012 mobile consumer survey.
The study revealed Read More »
Tags: Cisco, LTE, mobile, mobile consumer survey, mobile devices, research, Service Provider, Smartphones, wi-fi, wireless broadband alliance
It seems that the iconic “Wi-Fi Here” badge is turning up everywhere these days. Once found on coffee shop windows to indicate that patrons could connect their mobile devices to the Internet, the symbol can now be seen in countless public venues. Wi-Fi can now be found everywhere from retail stores and hotels to airports, doctor’s offices, and even airplanes.
For many businesses and public locations, providing Wi-Fi to customers has almost become like electricity or water, a cost of doing business. Many service providers are now constructing extensive networks of public Wi-Fi hotspots for use by their mobile or home broadband customers. The intention is to enhance and differentiate their offering, with the goal of retaining their customers’ business. However, very little knowledge is currently available about how consumers are actually using public Wi-Fi and how they view the overall experience.
To learn more, Cisco conducted a survey of 620 U.S. mobile users to understand their needs and behaviors, current and future use of public hotspots, and unmet demands.
The study revealed Read More »
Tags: consumers, public wifi, research, Service Provider, wi-fi, wifi