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11 January 2006
Singapore
If you are a mobile phone subscriber who is inclined to switch service provider, there’s a 50 percent chance that you are on the lookout for another service provider that has a more attractive subscription plan. A survey was recently conducted by global market research leader ACNielsen Research Singapore amongst mobile phone users, to find out their attitudes towards their mobile phone service providers.
ACNielsen survey findings reveal that among the four out of five mobile phone users who are currently subscribed under a contract, 46 percent are not inclined to switch even if they were not on contract, while 15 percent would. Of those who would switch, nine in 10 already know which operator they would sign up with, while the remaining just want to switch—without knowing yet which operator they would go to.
“The survey has shown that the tendency of wanting to switch mobile phone operator is higher among those who have been with their existing operator for less than two years. On the other hand, loyalty is strong among those who have been with their provider for two years or more - almost half are not inclined to switch even if they were not on contract,” commented Mr Ashok Charan, Managing Director of ACNielsen Research Singapore.
Top three reasons for switching service providers were a more attractive subscription plan (lower monthly subscription fees, free incoming calls, per second billing, a more flexible plan etc), better network coverage and cheaper handphone prices.
Mobile number portability is another factor that, in future, may encourage increased churn in the mobile phone market by eliminating the inconvenience of changing mobile phone operators.
“With the intensely competitive mobile phone market, service providers are constantly coming out with more exciting offers and greater value-added features. Consumers are spoilt for choice as to which one to sign up with,” said Mr Charan.
The ACNielsen survey was conducted in October 2005 via the Internet. Using the Singapore ACNielsen Your Voice Panel, the survey interviewed 1038 panel members aged 15+.
ACNielsen’s Your Voice panels operate in Australia, New Zealand, Hong Kong, Japan, Korea and Singapore, and provide access to over 170,000 Internet consumers. Your Voice panels will launch in Taiwan and China in 2006.
About ACNielsen
ACNielsen, a VNU business, is the world's leading marketing information provider. Offering services in more than 100 countries, the unit provides measurement and analysis of marketplace dynamics and consumer attitudes and behavior. Clients rely on ACNielsen's market research, proprietary products, analytical tools and professional service to understand competitive performance, to uncover new opportunities and to raise the profitability of their marketing and sales campaigns. To learn more, visit www.acnielsen.com.
ACNielsen is part of the VNU Marketing Information group. VNU is a global information and media company with leading market positions and recognized brands in marketing information (ACNielsen), media measurement and information (Nielsen Media Research) and business information (Billboard, The Hollywood Reporter, Computing, Intermediair). VNU is active in more than 100 countries, with headquarters in Haarlem, the Netherlands and New York, USA. The company employs 38,000 people. Total revenues under IFRS amounted to EUR 3.3 billion in 2004. VNU is listed on the Euronext Amsterdam (ASE: VNU) stock exchange.
For more information, please visit the VNU website at www.vnu.com .
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