Smartphone owners are savvy about their Wi-Fi and want more of it

The proof is in the survey of 420 smartphone owners in the US that we commissioned in May 2011 and was conducted by MarketTools® Zoomerang®:

• 74 percent of smartphone users in the United States are interested in a mobile operator-provided service that uses Wi-Fi to provide lower cost calls.
• 72 percent of smartphone users are interested in an application that uses Wi-Fi to improve cellular coverage.
• Nearly nine out of 10 (89%) of respondents have smartphones with Wi-Fi.
• 77 percent have Wi-Fi at home; 54 percent have it at their place of work.
• 62 percent of people who own smartphones with Wi-Fi use the Wi-Fi four or more days each week.
• 30 percent say they use Wi-Fi because it is faster than the cellular network; 19 percent because it is easy to access the internet.
• 30 percent have smartphones with a Google Android operating system (OS); 26 percent use Apple iPhone OS; and 22 percent use a RIM OS.

As we all read about in tech and general publications regularly, smartphones have become the dominant mobile phone technology, and their users have aggressively embraced Wi-Fi for a variety of reasons. This trend appears to be continuing on its upswing with no sign of abatement.

Cost and coverage continue to be key issues plaguing the mobile industry, and solutions that address those issues are of great interest to subscribers. This survey finds that subscribers are truly interested in utilizing Wi-Fi capabilities more and are open to operator-provided services.

There are plenty more stats and information about customers by operator and by smartphone type available at Kineto.com.

If you've been following this blog for a while, you may recall that Kineto commissioned similar 2010 smartphone surveys in the US and UK.

Do these 2011 survey results coincide with what you think is going on in the market? Tell us what you think and what in the comments.

Give us our Wi-Fi! US & UK Survey Reveals Consumer Demand for Wi-Fi Services

Seventy eight percent of people in the United States and 74 percent of people in the United Kingdom who own smartphones with Wi-Fi capabilities would be interested in an application that would use Wi-Fi to deliver 'five bars' of coverage at home or in the office.

Eighty eight percent of these people in the US, and 80 percent of people in the UK would also be interested in a service from their mobile operator that would give discounted calling when the phone was connected to Wi-Fi.

It's interesting to see how similar the US and UK numbers are. These numbers are the results of two online surveys conducted in Q2 2010. The surveys were completely independent of each other and were conducted by two different companies. Yet, the level of interest in more Wi-Fi-based services is high across both geographies.

The US survey was done by MarketTools Zoomerang of 330 US smartphone owners. The UK YouGov online omnibus survey focused on the 23% of nearly 2,200 respondents in the United Kingdom with smartphones.

I encourage you to read the full survey overviews for more data and graphics available at Kineto.com.

More highlights:

In the US -

• 43 percent of people who own smartphones with Wi-Fi capabilities use the Wi-Fi every day.
• 45 percent of those people use Wi-Fi because it provides easy access to the Internet, and 43 percent use it because it is faster than the cellular network.

In the UK -

• 50 percent of people who own smartphones with Wi-Fi capabilities use the Wi-Fi every day;
• 40 percent say they use the Wi-Fi because it is faster for accessing the internet; 50 percent say because it is easier.

Smartphone users are embracing Wi-Fi and seem to want to be able to use it more. There's an opportunity for mobile operators to tap into this tremendous interest and encourage Wi-Fi usage to increase network offload, improve network coverage/performance and gain increasing benefits by offloading traffic to the fixed network.

Read all the rest at Kineto.com. And there's plenty more. Then, tell us what you think in the comments.

A Home Zone is a Home Zone

This week ABI Research released the results of a survey conducted on behalf of Motorola. The article states that while “…the majority of consumers have never heard of femtocells…”, “…more than 40% of European mobile and internet users plan to purchase femtocells in the next 12 months.”

It’s easy to conclude then, that the questions focused not on the wireless technology to be used in the home (e.g. a ‘femtocell’), but on the benefits of having a “Home Zone” service, where the key factors were better in-home mobile coverage and lower costs.

Demand was highest in Poland, Spain and Italy, with moderate demand in France and the UK. Germany had the lowest demand of the six countries surveyed.

We at UMA Today thought this sounded a bit familiar. Through the magic of the web, we were able to recall a similar announcement from Motorola in August, 2005. Three years ago, Motorola announced the results of a survey of 1,000 consumers in six countries on the demand for a dual-mode handset service. This time the countries were France, Germany, Spain, Sweden, Italy and the UK.

And the results??? About the same.

Demand was highest in Sweden, Spain and Italy, moderate demand in France, lower demand in the UK and Germany.

I think there are some very interesting data-points from both surveys:

• Clearly there is continued demand for home zone services, regardless of the technology.
• I find it ironic that Italy continues to show strong demand, showing me that Telecom Italia Mobile’s Unica service was a victim of regulatory roadblocks rather than consumer interest.
• Orange’s plans for its Unik/Unique service are in UK, Spain, and Poland, three countries with strong demand for Home Zone services.

UMA Today continues to be a strong supporter of Home Zone services, and this is simply confirms that there is market demand from consumers for a thoughtful, value-oriented service offer.