Mobile Data Users Fear Exceeding Their Quota, Open to Sponsored Data Plans
Published on: 17th Apr 2014
The majority of US mobile phone users who also watch mobile videos report that they have exceeded their monthly data download allowance.
The survey of adult smartphone and tablet owners, conducted by Wakefield Research on behalf of Citrix, found that, as a group, younger mobile users (millennials) are the most fearful about exceeding their mobile data limit, while, as a group, adults with children are those most likely to actually exceed their monthly data limit.
"Subscribers are constantly changing the way they interact with mobile devices. Overall, subscribers are demanding more data, more of the time, but specifically how they wish to use this data is changing," said Chris Koopmans, VP & GM, Service Provider Platforms at Citrix.
A majority of subscribers say they exceed their mobile data quota -- while even more fear exceeding it
Subscribers using iPhones are more concerned about data overages than Android smartphone subscribers (66 percent versus 48 percent). Two-thirds of those who watch at least one mobile video per month say they have exceeded their monthly data limit. This drops to 36 percent for those who watch less than one mobile video per month.
Adults with children say they use more data than those without - 72 percent of parents believe they exceed monthly limits, while only 46 percent of childless adults say they exceed them.
The survey also found that users are open to the option of sponsored mobile download allowances.
"Sponsored data plans are likely to be a growing source of revenue for mobile operators. The findings of this survey suggest that although subscribers are keen to consume data, they are also worried about exceeding data limits," said Koopmans. "Sponsored data plans are one way in which content providers can engage with their target audience. This research is a first in terms of assessing the subscriber's desire to receive these plans."