Consumer behaviour is evolving as a direct result of the launch of 4G LTE mobile services, reveals Orange Exposure’s research.
The study was carried out by research firm TNS on behalf of Orange in the UK, France and Spain.
“Not only are 4G users consuming more content – 30 percent of them in the UK regularly use their mobile to download video games, compared with 17 percent of 3G users - they are also using more of the phone’s functionality (downloading video, and using geolocation for example) – in France this is 25 percent more than non-4G LTE users,” says study.
The research demonstrates that mobile devices have become the first stop for research, price comparisons and ultimately purchase.
It also shows that a growing number of users are going to their mobile phones initially to check for information before conducting deeper research on an alternative device.
The study showed that m-payments have become one of the most significant elements of the purchasing channel. 53 percent of 4G LTE users in the UK have made a purchase on their mobile in the last six months, compared to just 34 percent of those using 3G.
Jean-Marie Culpin, Head of Marketing and Customer Intimacy,Orange, said: “This year’s findings provide early evidence that faster speeds and greatly improved bandwidth have indeed shaken up how people are using their mobile.”
Operators around the world are increasingly switching to 4G LTE networks, a recent report published by GSMA says that around 20 percent of the world's population is currently within 4G LTE network coverage range.
The research also revealed the continued dominance of Android over iOS for the second year running, with almost half of all mobile devices Android across all three markets. Android increased its share of the tablet market, driven in part by Samsung's continued success.
Orange Exposure found that the mobile is driving a growing trend in ‘showrooming’ – whereby consumers use their mobile to compare prices and read comparative reviews of products. This trend was evident in all three markets.