2023全球消费者调研报告-电信运营商移动连接与固定连接

Global Consumer Survey 2023: Telecom Operators - Mobile and Fixed Connectivity

Overview

This report focuses on the telecommunications market in Europe, analyzing consumer behavior and preferences related to mobile and fixed broadband (FBB) services.

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Key Findings

1. Mobile Connectivity

   • Switching Intentions:

     • 44% of EU consumers plan to switch their mobile operator within two years.
     • France has the highest churn intention (56%), followed by Italy (55%) and Germany (60%).
     • Young adults (<35 years) are more likely to switch (53%), while seniors (>55 years) are less likely (32%).

   • Decision Factors:

     • Price is the most critical factor (average ranking 1), followed by network performance (6), data allowance (7), and customer service (8).
     • Traditional telcos are more resilient in Germany, while low-cost operators are gaining ground in the UK, Italy, and Spain.

2. Fixed Broadband

   • Switching Intentions:

     • 42% of EU consumers plan to switch their FBB provider within two years.
     • Italy and the UK show higher volatility compared to mobile services.

   • Decision Factors:

     • Price, speed, and reliability are the top factors influencing broadband switching (average ranking 8, 7, and 6 respectively).

3. Technology Preferences

   • 5G Adoption:

     • Only 37% of EU consumers are willing to pay extra for a 5G connection.
     • Italians are the most willing to pay (46%), followed by Spain (43%), and the UK (38%).

   • FTTH (Fiber at Home):

     • FTTH is perceived as superior technology across age segments.
     • Availability varies significantly:
       • UK: 47%
       • Germany: 38%
       • Spain: 95%

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Convergence Penetration

• Convergence:
  • Spain has the highest convergence penetration (87%).
  • Germany and Italy also show high convergence (70% and 62% respectively).
  • In the UK and France, convergence has a moderate binding effect.

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Summary

The survey highlights that price is the dominant factor driving both mobile and fixed broadband switching decisions. Younger consumers are more inclined to switch operators, whereas seniors tend to remain loyal. Traditional telcos are more resilient in Germany, while low-cost operators are gaining market share in other countries like the UK, Italy, and Spain. Additionally, there is a growing interest in fiber-to-the-home (FTTH) technology, though its adoption varies significantly across different countries.