The launch of 3G in India was a great boon for consumers, offering services like high data speeds, always on data access and increased voice capacity. Ericsson ConsumerLab surmised the change bought on by improved mobile broadband by observing consumer behavior trends.
The chief observations of the report show the increased consumer’s dependency on Smartphones, the teenage demographic being the major consumer and its affect on people’s actions. The reason for increased smartphone use is the gadget can be accessed anywhere and offers numerous services. Ericsson ConsumerLab’s new study ‘The Promise of Mobile Broadband’ underlines the role mobile broadband plays in the internet experience on Smarphones.
The study was conducted between the months of November 2011 and January 2012 to discover the impact of the emerging 3G market in India. The participants were 5000 Smartphone users in the age group of 15-45 in India. The study’s purpose was to examine the 3G’s influence on consumer’s usage patterns predominately Smartphone users and user’s 3G network experience. Moreover, understand the various encouragements and barriers for expanding broadband acceptance. It also scrutinized the role of devices in offering internet access and other services to customers. The prime focal point was the affect of Smatphones on user behavior and network choices.
Despite the popularity of Smartphones and 3G, there are obstacles that prevent users from becoming completely dependent on its services. Consumers have to handle teething issues within the network coverage unit, lapses in quality control and lack of a solid mechanics to monitor broadband usage. Data connection reliability and the quick loss of handset battery were other concerns stated by consumers. Majority of users are interested in up-to-date technology and are willing to adopt the 3G network despite its flaws. However, there are others who want the kinks to be cleared and the promises to be fulfilled before they start tapping into the 3G network.