Accenture-Study-Mobile-Web-Watch-Germany-Austria-Switzerland-EN

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Challenges Data concerns persist, especially over cloud services One of the biggest obstacles to a faster adoption of the Internet on mobile devices first detected in the 2008 survey was the concerns over data security. This has extended to the use of cloud services too. The consumer wants a secure environment—74 percent of the mobile Internet users surveyed in Germany, 66 percent in Austria and 68 percent in Switzerland, were worried about the security of their data. In the case of those using or considering using cloud services, these concerns ranged from losing personal data, hacking of personal data to viruses harming mobile devices (Germany: 82 percent, Austria: 83 percent, Switzerland: 74 percent). 16 This finding highlights a significant opportunity for cloud service providers to work with network service providers to meet the data security needs of the digital consumer through adapted tariff plans and appropriate privacy policies. Additionally, companies across the communications, media and technology value chain will need to take note of a finding that reiterates the annoyance factor associated with online advertising. A higher share of the mobile Internet users—who most often come across ad banners and coupons on tablets and advertising through texting on smartphones—find these services annoying. This again brings to light the growing struggle of advertising and marketing companies in finding innovative ways of getting their messages across. Service providers and content developers will need to explore opportunities to collaborate with marketing and advertising companies to overcome this barrier.
Network quality is critical–consumers are looking for ubiquitous coverage Consumers want ubiquitous coverage—a network that follows them everywhere and provides compelling usage experience anywhere. The survey results for Germany, Austria and Switzerland show that the subscriber’s primary criterion in selecting a service provider is the coverage—around 86 percent of the respondents voted for coverage and an almost equal number chose network quality as the basis for network selection. This was closely followed by connection speed (81 percent). This was true across emerging markets too. In countries such as Mexico, Brazil and South Africa, more than 90 percent of the survey participants cited network quality as the most important basis on which they chose their network provider for mobile Internet access. The network quality criterion was at the top of the list, which along with connection speed and cost of data connection, included other factors such as quality of customer service, device subsidy, contract period, devices on offer and content from the service provider, and special offers. The importance of all these criteria (which more than half of the respondents find crucial to their decision on network selection) implies that network providers will need to pay special attention to two basic things: constantly upgrading their network and offering innovative subscription packages. Significant investments in upgrading network quality and coverage would indeed be a critical driver in driving mobile Internet usage. What are the main concerns you have about consumer cloud services? Multiselect I am concerned that my personal data (documents, phone numbers, e-mails) could be lost I am worried that other people would access my data without my knowledge I am worried that viruses and malicious programs could harm my mobile devices I am not worried about using consumer cloud services 18% Source: Mobile Web Watch Survey, 2012 Base: All respondents interested in cloud/data storage services (Germany n=364, Austria n=194, Switzerland n=165) 28% 27% 25% 17% 26% 45% 36% 46% 52% 55% 49% Figure 3a. Data security is a concern, especially in consumer cloud services. © 2012 Accenture. All rights reserved. Cost of mobile Internet access as per expectations While the subscriber’s primary criterion in selecting a service provider is the quality of network, the cost of data connection falls just outside the top three network selection criteria, possibly because such costs have stabilized. However, it is still an important criterion for 81 percent of the respondents in Germany (Austria 85 percent and Switzerland 77 percent). Interestingly, while a majority (69 percent) of the survey participants in the three countries felt the monthly cost of mobile Internet access was within their expectations, only 5 to 8 percent considered it to be high in Germany and Austria (and a significantly larger number (16 percent) in Switzerland thought it expensive). The findings for Germany and Austria are different from those of the other countries, where a quarter of respondents felt costs to be higher than expected. Ad banners and advertising through texting considered to be annoying Additionally, companies across the communications, media and technology value chain will need to take note of a finding that reiterates the annoyance factor associated with online advertising. While a little more than half the respondents in Switzerland found ad banners annoying, 38 percent of the respondents in Germany and 47 percent in Austria were rather disinclined towards ad banners. An equal number of people in all three countries also found advertising through texting annoying. However, mobile phone owners felt more favorable towards advertising on special offers and promotions. In Germany, for example, more than 50 percent of the participants categorized text messages about promotions and special offers as informative with only 7 percent finding such ads annoying. Interestingly, over 20 percent actually found these ads amusing. Germany Austria Switzerland 17
Page 1 and 2: Mobile Web Watch 2012 Special Editi
Page 3 and 4: Executive Summary Mobile devices ar
Page 5 and 6: Core Findings for Germany, Austria
Page 7 and 8: Internet through mobile devices poi
Page 9 and 10: The survey shows that the proportio
Page 11 and 12: Sending or receiving e-mails is sti
Page 13 and 14: Mobile apps accelerating Internet u
Page 15: Blurring device boundaries: Using t
Page 19 and 20: How do you view these advertising m
Page 21 and 22: Mobile payments—a growth engine T
Page 23 and 24: Rising tablet usage The growing pop
Page 25 and 26: The fifth edition of the Accenture
Page 27 and 28: The Accenture Mobile Watch Survey,

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