Fierce competition in the telecom industry has enabled consumers to enjoy more value for money in their subscriptions. But what drives the value to consumers?
As usage patterns on mobile phones are changing, consumers’ requirements for mobile subscriptions are too. As consumers are using their phones for internet-based activities to a larger degree than earlier, mobile data is becoming increasingly important to the consumers.
The typical 2017 Nordic consumer actually prioritises the quality and accessibility of mobile data networks over the quality and accessibility of voice call networks. The difference is currently marginal, but is expected to increase in the coming years.
Although the quality and accessibility of networks are very important to the consumers, costs are still the consumers’ main concern. Interestingly, consumers actually put more importance on the transparency of costs than on total costs.
For younger Nordic consumers, the importance of mobile data is more distinct than for consumers in the older age groups. They place higher emphasis on price, quality and access to mobile data as well as on the price and availability of unlimited data access.
In a global comparison, the Nordic countries have outstanding coverage and speed for their data networks.
In Finland, the mobile operators differentiate their data packages on the speed of the data accessed rather than on data allowances, and as a result, most Finnish consumers have unlimited data access. On the other hand, operators in Sweden, Denmark and Norway provide limited data allowances. The median consumer in these three countries have a monthly access of 1-3 GB, 10-20 GB and 1-3 GB, respectively.
Over half of the Nordic consumers subscribe to at least one additional service offered by mobile operators. Previously, consumers have been demanding services such as broadband, fixed lines for voice calls and cable TV. Although the outlook for broadband subscriptions still looks promising, the demand for other traditional services is expected to plummet while streaming services grow in demand.
86% of Nordic consumers consider the quality and accessability of data networks to be an important part of their mobile service
Consumers aged 18-24 put most weight on data-related purchasing criteria for mobile subscriptions
56% of Finnish consumers have unlimited access to mobile data
45% of Danish consumers occationally exceed their data limit
11% of Nordic consumers want to add TV/film streaming services to their mobile subscription