mobiliojo ryšio operatorių tyrimas

USAGE OF MOBILE CONNECTION

SERVICES, NET PROMOTER SCORE,

2012 AUGUST

2

RESEARCH PRESENTATION.

FIELDWORK INFORMATION

Research subject: Lithuanian population 15 - 74 years old and Lithuanian children aged 7 – 14 years old.

Research method: A representative survey of the Lithuanian population was carried out using face-to-face interviewing method and pre-arranged questionnaires, where the interviewers register the answers of the respondents. The results reflect the opinion of Lithuanian population and their breakdown by age, gender, place of residence, education, and purchasing capacity. The survey is carried out using omnibus method. The statistical error of the survey results with 95 per cent accuracy does not exceed 3.1 per cent.

Sample size: 1018 15 - 74 years old residents of Lithuania and 168 respondents (7 – 14 years old).

Quality control: When inspecting the quality of the interviewers’ work, subsequent phone contacts are made with 20 percent of the interviewed. Those respondents who do not provide their phone number are contacted by mail. The inspection covers the principles of selection of respondents and the compliance to the questionnaire requirements.

Date of survey: The survey was carried out on 10th- 23rd of August 2012.

Fieldwork report:

Total households visited - 2688

Interviewed - 1018

Not available - 683

Refused - 558

Did not satisfy selection criteria - 419

Other reasons - 10

3

STATISTICAL ERROR

Estimating the results, allowance must be made for statistic error. This error occurs, because the respondents are

selected instead of performing a continuous survey. The error is calculated mathematically.

The following table presents errors for different number of respondents and breakdown of answers.

Answers breakdown %

50/

50

45/

55

40/

60

35/

65

30/

70

25/

75

20/

80

15/

85

10/

90

5/

95

Scope of selection

100 9,8 9,8 9,6 9,3 9,0 8,5 7,8 7,0 5,9 4,3

200 6,9 6,9 6,8 6,6 6,4 6,0 5,5 4,9 4,2 3,0

500 4,4 4,4 4,3 4,2 4,0 3,8 3,5 3,1 2,6 1,9

700 3,7 3,7 3,6 3,5 3,4 3,2 3,0 2,6 2,2 1,6

900 3,3 3,2 3,2 3,1 3,0 2,8 2,6 2,3 2,0 1,4

1000 3,1 3,1 3,0 3,0 2,8 2,7 2,5 2,2 1,9 1,4

Supposing, 700 respondents answered the question what operator they prefer to become a user of: 25 per cent said they

would become a user of operator X. This means that we can be sure with 95 per cent accuracy that the actual value is

within the range of 25 3,2 per cent.

4

PROFILE OF RESPONDENTS (15-74 y.o.)

% counted from all respondents, n= 1018

Gender

Male

Female

Age group

15-19

20-29

30-39

40-49

50-59

60-74

Education

Primary

Basic

Secondary

Further education/special secondary

Higher

Employment status

Employed

Unempolyed

Size of settlement

Up to 2000 residents

2001-30000 residents

30001-180000 residents

More than 180 000 residents

Nationality

Lithuanian

Other

45

55

11

19

17

18

16

19

7

14

33

23

23

53

47

31

21

15

32

91

9

District

Alytus

Kaunas

Klaipeda

Marijampole

Panevezys

Siauliai

Taurage

Telsiai

Utena

Vilnius

Occupation

Manager, company owner

Officer

Specialist

Worker, farmer

Retired

Unemployed

Homemaker/maternity/paternity leave

Pupil, student

Other

Monthly income per family member

Up to 600 LTL

601 - 800 LTL

801 – 1100 LTL

More than 1101 LTL

DK/NA

6

20

11

6

8

11

4

5

5

24

3

8

18

23

20

9

5

13

22

19

22

18

18

0,4

5

PROFILE OF RESPONDENTS (7-14 y.o.)


Gender

Male

Female

Age

7

8

9

10

11

12

13

14

County

Alytaus

Kauno

Klaipedos

Mariampolės

Panevėžio

Šiaulių

Tauragės

Telšių

Utenos

Vilniaus

51

49

13

11

13

11

13

14

14

11

7

17

13

6

9

11

7

6

5

21

6

BRAND IMAGE

7

THE CHEAPEST OPERATOR.

THE CHEAPEST PRE - PAID CARD.

Which of the following mobile telephony operators would you say has the lowest price on the market?

Which of the following mobile telephony pre-paid cards would you say has the lowest price on the market?


Tele2

57,3%

Bite

14,9%

Omnitel

7,4%

Eurocom

0,4%

Teledema

0,8%Teo

0,1%

No one/DK/NA

19,1%

Pildyk prepaid

card

46,5%

Labas prepaid

card

13,6%

Ezys prepaid card

14,0%

Extra prepaid card

1,1%

tele MAXIMA

prepaid card

0,4%

No one/DK/NA

24,4%

8

PERCEPTION OF QUALITY

OF OPERATORS.

How would you rate the quality of the mobile telephony services of the following companies? When

thinking of quality take into account such things as sound quality, number of interrupted calls etc.

Use a scale from 1 to 5, where 5 means excellent, and 1 means very poor. If you haven’t used a

specific operator, please state your perception of operator’s coverage. 1 to 5.


1

1

1

2

1

1

1

2

2

11

8

10

9

9

9

10

12

26

16

18

24

19

19

16

8

42

48

44

36

35

32

27

12

19

26

26

29

36

38

45

65

1

1

0

1

1

2

1,3

Tele2

Omnitel

Bitė

Pildyk

Labas

Ežys

Extra

Eurocom

1 - very poor 2 3 4 5 - excellent DK/NA

67%

64%

62%

60%

54%

50%

43%

20%

KPI (4+5)

9

MARKET SHARE

10

MOBILE CONNECTION MARKET SHARE

BY OPERATOR AMONG USERS. (% from responses)

Which mobile telecommunications services do you use?

15-74 y.o., (N=1087)

TELE2

51,4%

OMNITEL

23,8%

BITE

23,1%

TELEMAXIMA

0,3%

TELEDEMA

0,5%OTHER

0,3%Use, don't know

which one

0,6%

11

MARKET SHARE OF PRE-PAID

AND POST-PAID CARDS. (15-74 y.o.) (% from responses)

Which mobile telecommunications services do you use?

Pre-paid cards (N=583)

Post-paid cards (N=497)

Pildyk pre - paid

card

56,7%

Extra pre - paid

card

2,7%

Ezys pre - paid

card

17,4%

Labas pre - paid

card

22,6%

Telemaxima pre -

paid card

0,6%

Tele2 post -

paid card

45,7%

Omnitel post -

paid card

28,5%

Bite private

post - paid

card

24,1%

Eurocom post -

paid card

0,6%

Teledema

post - paid

card

1,1%

12

NET PROMOTER SCORE

13

RECOMMENDATIONS BY MOBILE

CONNECTION SERVICE.

Would you recommend the plan of mobile telecommunications you use, to your friends and acquaintances?

N

Pildyk pre - paid card 331

Labas pre - paid card 132

Bite post - paid card 105

Ezys pre - paid card 101

Tele2 post - paid card 212

Extra pre - paid card 15

Omnitel post - paid card 125

Omnitel Business card 17

Bite Business card 15

Tele2 Business card 15

Net promoter

75%

79%

60%

65%

59%

69%

53%

45%

40%

75%

14%

10%

15%

18%

18%

24%

17%

33%

47%

14%

11%

11%

25%

17%

23%

8%

31%

22%

13%

12%

0%

0%

0%

0%

0%

0%

0%

Promoters Passively satisfied Detractors DK/NA

Pildyk pre - paid card

Labas pre - paid card

Bite post - paid card

Ezys pre - paid card

Tele2 post - paid card

Extra pre - paid card

Omnitel post - paid card

Omnitel Business card

Bite Business card

Tele2 Business card

Net promoter score

68,6%

35,1%

48,8%

36,2%

61,2%

22,2%

23,1%

27,7%

63,1%

64,1%

14

RECOMMENDATIONS BY MOBILE

CONNECTION OPERATOR.

Would you recommend the plan of mobile telecommunications you use, to your friends and acquaintances?

Net promoter

69%

58%

68%

15%

19%

15%

16%

23%

17%

TELE2, N=547

OMNITEL, N=252

BITE, N=241

Promoters Passively satisfied Detractors DK/NA

TELE2, N=547

OMNITEL, N=252

BITE, N=241

Net promoter score

53,4%

35,3%

50,4%

15

THANK YOU FOR THE ATTENTION!

“RAIT”, Ltd., Naugarduko 68b, Vilnius