Mobile Coverage: Qualitative Research
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Mobile coverage: Qualitative research September 2017 Mobile coverage: Qualitative research Contents 1. Executive summary ................................................................................................................................. 1 1.1. Objectives and approach ............................................................................................................ 1 1.2. A note on qualitative analysis .................................................................................................... 1 1.3. Overview of key findings ............................................................................................................ 2 2. Background, objectives and methodology ............................................................................................. 4 2.1. Background to the study ............................................................................................................ 4 2.2. Research objectives.................................................................................................................... 4 2.3. Methodology ............................................................................................................................... 4 2.3.1. Overview of participants .......................................................................................... 5 2.3.2. Approach to the research ......................................................................................... 5 2.3.3. Map of locations and sample structure .................................................................... 6 2.4. Introducing the location types ................................................................................................... 7 3. The impact of coverage on phone role and usage ................................................................................. 8 3.1. Usage of phone in good and poor coverage areas ..................................................................... 8 3.1.1. Differences in expectations of and relationship with phone ................................... 9 3.2. Potential issues created by poor coverage ................................................................................ 9 3.3. Demographic differences in issues caused by poor coverage .................................................. 11 4. Experiences of using core phone services in areas of poor coverage .................................................. 12 4.1. Core phone services in detail ................................................................................................... 12 4.1.1. Contactability.......................................................................................................... 12 4.1.2. Security ................................................................................................................... 13 4.1.3. Navigation ............................................................................................................... 15 4.1.4. Information on the go ............................................................................................. 16 4.1.5. Social inclusion ........................................................................................................ 17 4.1.6. Work/life administration ........................................................................................ 19 4.1.7. Entertainment ......................................................................................................... 20 4.1.8. Sales and marketing ................................................................................................ 21 5. Prioritisation of services: essential versus nice-to-have ..................................................................... 22 5.1. Levels of mobile phone coverage ............................................................................................. 22 5.2. Residential consumers’ priorities ............................................................................................. 25 5.3. SMEs’ priorities ......................................................................................................................... 25 Mobile coverage: Qualitative research 1. Executive summary 1.1. Objectives and approach Ofcom's primary duty is to further the interests of consumers and citizens in relation to communications matters. Part of this duty is to ensure that consumers have access to the communications services they need, when they need them. One such service is mobile communication in all its forms: voice, text and internet. At present, some areas of the UK are well served, with consumers having a choice of network operators they can use and each of which provides a good level of coverage. However, there are still many areas of the UK that do not benefit from such good coverage, and often have patchy or no coverage at all. Therefore, Ofcom wished to understand the experiences of consumers in these areas, to obtain some indications of the kinds of improvements to their experiences which consumers would value most, and to identify locations where these improvements would be most welcomed. This report provides feedback on qualitative research carried out in June 2017 across all four nations of the UK, which explored the experiences and impact of poor mobile phone network coverage among residential consumers and Small and Medium Enterprise (SME) consumers of mobile phones. The research consulted with participants in two types of areas. Participants in ‘Areas of poor or no coverage’ experience generally poor mobile phone signal coverage at home and/or when out in surrounding areas to where they live or work. Participants in ‘Areas of good coverage’ experience generally good mobile phone signal coverage at home and/or when out in surrounding areas to where they live or work. The principle objective of the research was to establish which coverage issues were the most problematic for consumers, the impact of each of these issues on affected consumers and the types of geographical areas and use cases where these issues are most likely to occur. The research consisted of 18 ninety-minute focus group discussions. Thirteen of the groups were with participants in areas of poor or no coverage, out of which eight were with residential consumers and five were with SME consumers. The remaining five groups were with participants in areas of good coverage, out of which three were with residential consumers (including one group of Holidaymakers who regularly visit certain National Parks for weekends and holidays) and two were with SME consumers. Each group typically consisted of between six and eight participants and contained a mix of men and women, all of whom were mobile phone users with a mix of different mobile phone network operators (in areas where a choice of network with adequate coverage is available). 1.2. A note on qualitative analysis This report is based on the views and experiences of 136 participants, consisting of 92 residential consumers and 44 Small and Medium Enterprise (SME) consumers of mobile phones. The research was qualitative in nature and findings included in the report are indicative and are not intended to be a comprehensive national picture of consumers’ views. References to ‘most’, ‘some’, ‘a few’, etc. in the report are relative to the size of this sample of participants. Where the views and experiences of residential consumers and SME consumers differed, we have made this clear, otherwise references to ‘consumers’ refers to both residential and SME consumers. Where we have Page 1 Mobile coverage: Qualitative research described ‘many participants’ or ‘some participants’ without specifying which participant group they are from, the reference is to all types of participants. 1.3. Overview of key findings Owning a mobile phone is no longer just about phone calls and texts. Instead, it has become a facilitator of a range of activities and services, more like a personal ‘hub’ and, in its own right, a source of joy. In areas of good coverage, consumers were able to fully utilise this functionality, meaning they could use their phone for a wide range of functions almost wherever and whenever they want. They valued the phone most for its abilities beyond basic calls and text messages; specifically, providing connection with loved ones, fun and entertainment, spontaneity/life on the go, information and planning on the move and the ability to progress life/work ‘admin’ throughout the day when time becomes available. In areas of poor coverage, consumers were much more limited in how they are able to use their phones. Issues with coverage were experienced on a daily basis which means that consumers could not rely on even basic functionality, namely the ability to make and receive calls and to send and receive text messages. Often, calls and text messages could not be made or received; calls were dropped; and text messages or messages on Instant Messaging (IM) platforms, including missed calls notifications, could take hours or days to be received. Utilising the functionality of their phone beyond this was largely restricted to occasions and locations where consumers have access to Wi-Fi (or have travelled to an area of good coverage). The reported impacts of poor coverage were wide-ranging, as follows: Social Poor mobile coverage hindered connectedness, both in terms of contact being made to others and contact being received. Consumers felt socially excluded in an immediate sense as they miss out on contact and social