Your next decision is your most important yet, but how can you account for a constantly changing environment? What conditions can you expect for your mobile market?
Nielsen Mobile Insights, has the answers.

The Nielsen Syndicated Study

To ensure alignment of this Mobile Insights study, Nielsen weighted up the findings against universe proportions using AMPS. A sample of 2000 respondents, with quotas based on age, gender and all LSM levels across each metropolitan area in South Africa was used. Face to face surveys were conducted in urban South Africa and the data has been scientifically weighted to be representative of the South African population, having a maximum margin of error of about 2.19%, resulting in it being a very close reflection of actual events. The Mobile Insights study is designed to deliver the most comprehensive insights, addresses key areas relating to Mobile Media, Mobile Handsets and Mobile Networks. This survey was established in 2003 and has been implemented in 18 countries in the last 24 months by Nielsen.

Demographics

Demographic breakdowns: Gender, Age, City, Province, Race, Monthly Income
Who currently uses a mobile handset?
Who is the primary decision-maker in a household with regards to communication services?
Which phone services are used in households?
What is the primary television service used in households?
What is the primary method of accessing the internet within households?
Who is the primary internet provider for households?
What is the average level of education of phone users?
What is the average number of mobile handsets in a household?

Mobile Networks

How many mobile handset users own their handset and how many share their handset?
Which mobile Network Operator is top of mind?
Which is the preferred mobile Network Operator?
Which is the second preferred mobile Network Operator?
Which mobile Network Operator offers the best prices?
Which mobile Network Operator offers the best network?
Which mobile Network Operator offers the best customer service?
Which mobile Network Operator offers the best mobile data services?
Which mobile Network Operator offers the best mobile handsets?
Which Network Operators are users subscribing to (current provider)?
On average, how many SIM cards are used or owned?
How much are users willing to pay for the different Network Operators?
How long have subscribers been with their current Network Operator?
Who is responsible for the selection of the current Network Operator?
What are the primary reasons for selecting the current Network Operator?
What are the secondary reasons for selecting the current Network Operator?
Do users plan which Network Operator they will subscribe to?
How many users sign up for network services when purchasing their primary mobile handset?
Where is the place of subscription to current Network Operators?
At which type of retailers do users subscribe to Network Operators?
At which stores do users subscribe to Network Operators?
Why do users choose to purchase from particular stores?
What do users experience in-store when purchasing mobile handsets?
What is discussed with shop assistants during the sales process?
Which online channels are used to subscribe to Network Operators?
Which websites are used to subscribe to Network Operators?
How do users sign up with Network Operators?
Overall satisfaction with the experience of signing up for mobile phone services?
How many times have subscribers visited their Network Operator's retail store in the past 3 months?
What do subscribers do when visiting their Network Operator's store?
How satisfied are subscribers with their visits to Network Operator stores?
How satisfied are subscribers with the sales representatives at the Network Operator stores?
How satisfied are subscribers with the layout and displays at the Network Operator stores?
How satisfied are subscribers with the cell phone and accessory selections at the Network Operator stores?
How satisfied are subscribers with the convenience of location and operating hours of the Network Operator stores?
How satisfied are subscribers with the store prices and promotions at the Network Operator stores?
What package types do users subscribe to?
How many subscribers renewed or signed up for new contracts when purchasing mobile handsets?
On average, how much do subscribers spend on mobile services per month?
On average, how many times per month do subscribers top-up on their primary SIM?
What is the preferred place of purchase for recharge vouchers or pre-paid top-ups?
Where would subscribers ideally like to top-up?
How likely are subscribers to switch from pre-paid to monthly billing in the next 12 months?
What are the plans/packages that people subscribe to for SMS text messages?
What are the data plans/packages that people subscribe to for data services?
On average, how may incoming calls do subscribers make on a daily basis?
On average, how may outgoing calls do subscribers receive on a daily basis?
How many minutes of outgoing voice calls do subscribers typically make each week?
What types of calls do subscribers make (business, personal, etc.)?
Is the mobile phone bill in the subscriber's name?
Who is responsible for payment of mobile services / phone bill?
How satisfied are subscribers with their current primary Network Operators?
How likely are subscribers to switch Network Operators in the next 12 months?
How satisfied are subscribers with the cost of mobile services?
What is the primary reason for subscribers wanting to switch Network Operators?
What reputation do Network Operators have as wireless providers?
How many subscribers have switched Network Operators in the past 12 months?
What motivates subscribers to remain with their current Network Operators?
Which Network Operator did subscribers switch from?
What are the primary reasons for switching from previous Network Operator?
How many subscribers received new phone numbers when switching networks?
What package types did subscribers have with their previous Network Operator?
How many subscribers broke their contract with their previous Network Operator in order to switch networks?
On average, how much time remained on the contract before the subscribers switched?
When did subscribers acquire their mobile handset in relation to their friendship group?
What are the top reasons for using a mobile service?
How likely are subscribers to recommend their current Network Operator?
Satisfaction / dissatisfaction of subscribers with current primary Network Operator in terms of network quality?
Satisfaction / dissatisfaction of subscribers with current primary Network Operator in terms of dropped calls?
Satisfaction / dissatisfaction of subscribers with current primary Network Operator in terms of blocked calls?
Satisfaction / dissatisfaction of subscribers with current primary Network Operator in terms of voice quality?
Satisfaction / dissatisfaction of subscribers with current primary Network Operator in terms of network coverage?
In what locations do subscribers make voice calls?
Which Network Operator brand would subscribers recommend?
How many subscribers have contacted their Network Operator to request a service?
How many subscribers have contacted their Network Operator to activate a service?
How many subscribers have contacted their Network Operator to ask a question?
How many subscribers have contacted their Network Operator to check their minutes or pay a bill?
How many subscribers have contacted their Network Operator to resolve a problem with their mobile handset or service?
How satisfied are subscribers with overall customer service provided by their primary Network Operator?
What is the mode of communication for subscribers to contact their primary Network Operator's customer service?
Why do subscribers choose to contact Network Operators the way they do?
On average, how many times have subscribers contacted their Network Operator's customer service in the past 12 months?
How satisfied are subscribers with any recent customer service experiences?
When last did subscribers contact their Network Operator?
Was the last call to the Network Operator handled entirely by an automated system?
How satisfied are subscribers with Network Operator's customer service representatives?
On average, how much time is spent waiting on hold before speaking to a live representative?
What are the primary reasons for calling customer service?
On average, how many calls (or how long does it take) to resolve a query by customer service?
How many subscribers have visited their Network Operator's website within the past 3 months?
What activities are performed on Network Operator's websites?
How satisfied are subscribers with Network Operator's websites?
How many subscribers use a wireless USB modem or wireless built-in data card from a Network Operator?
Which Network Operators do subscribers acquire data cards / USB modems from to access internet services?
What internet service planÂ do subscribers use to pay for data cards / USB modems?
What is the reason subscribers purchase data cards / USB modems?
How often do subscribers connect to the internet using their data card / USB modem?
What types of activities are data cards / USB modems used for?
What is the likelihood of data card / USB modem purchase within the next 12 months?
Have users subscribed to mobile phone services in the past?
How long has it been since users subscribed to a mobile phone service?
Which Network Operators did subscribers terminate their services with?
What are the primary reasons for terminating a service with a Network Operator?
What is the likelihood of subscribers returning to a previous Network Operator when considering switching networks?
What motivates users to subscribe to mobile phone services?
How likely are users to subscribe to a mobile phone service in the next 12 months?

Mobile Media

Which messaging services have been used on a mobile handset in the past 30 days?
Which messaging services will be used on a mobile handset (equally, more often, or less often) in the next 3 months?
Which messaging services will subscribers start using on a mobile handset in the next 3 months?
Which internet services have been used on a mobile handset in the past 30 days?
Which internet services will be used on a mobile handset (equally, more often, or less often) in the next 3 months?
Which internet services will subscribers start using in the next 3 months?
Which social media applications are used?
How many subscribers have seen an advert on a mobile handset?
What are the most common types of adverts seen on mobile handsets (SMS, MMS, Mobile Internet, etc.)
Mobile advert effectiveness / were adverts viewed on a mobile handset acted upon?
Which multimedia services have been used in the past 30 days on a mobile handset?
Which multimedia services will be used on a mobile handset (equally, more often, or less often) in the next 3 months?
Which multimedia services will subscribers start using in the next 3 months?
Which gaming services have been used in the past 30 days?
Which gaming services will be used on a mobile handset (equally, more often, or less often) in the next 3 months?
Which gaming services will subscribers start using in the next 3 months?
Which mobile applications have been used in the past 30 days on a mobile handset?
What was mobile banking used for?
How often is mobile banking used?
Where do users of mobile banking redeem or collect money?
What are the reasons for using mobile banking?
What are the reasons for not using mobile banking?
On average, how much money is sent using mobile banking?
On average, how much money is received using mobile banking?
Which mobile banking services / providers are subscribers aware of?
Which mobile banking services are used most often?
Do subscribers prefer text messaging or voice calling?
What are the reasons for preferring text messaging?
On average, how many text messages do subscribers send per week?
On average, how many text messages do subscribers receive per week?
On average, how many "Please Call Me's" do subscribers send per week?
On average, how many "Please Call Me's" do subscribers receive per week?
On average, how many pictures do subscribers take per week?
On average, how many pictures do subscribers send per week?
On average, how many times do subscribers download items onto their mobile handset per week?
On average, how many mobile internet sessions are conducted per week?
How interested are subscribers in using mobile data functions?
How satisfied are subscribers with overall data services provided by their primary Network Operator?
How satisfied are subscribers with the price of data services?
How satisfied are subscribers with the network quality of data services?
How satisfied are subscribers with the device used for data services?
How satisfied are subscribers with the content of data services?
How satisfied are subscribers with overall network quality in terms of speed?
How satisfied are subscribers with overall network quality in terms of reliability?
How satisfied are subscribers with overall network quality in terms of speed variations?
How satisfied are subscribers with overall network quality in terms of network coverage?
How satisfied are subscribers with text messaging?
How satisfied are subscribers with mobile email?
How satisfied are subscribers with "Please Call Me's"?
How satisfied are subscribers with mobile internet?
How satisfied are subscribers with uploading content?
How satisfied are subscribers with streaming online music or radio?
How satisfied are subscribers with downloading ringtones?
How satisfied are subscribers with downloading full tracks of music?
How satisfied are subscribers with downloading games?
How satisfied are subscribers with watching videos or mobile tv?
How satisfied are subscribers with downloading mobile data apps on their phone?
How satisfied are subscribers with location based services?

Mobile Handset

Which brand of mobile handset is top of mind?
What is the preferred brand of mobile handset?
What is the second preferred brand of mobile handset?
What associations do subscribers have with the different mobile handset brands?
On average, how many mobile handsets are used or owned?
What are the reasons for owning multiple mobile handsets or SIM cards?
What shapes or form-factors of mobile handsets are most used?
Which brands of mobile handsets do subscribers own?
What mobile handset models do subscribers use?
What condition are mobile handsets received in?
How long have subscribers owned their current mobile handset?
How many subscribers are first-time mobile handset owners?
Which brand of mobile handset was owned previously?
How long did subcribers own their previous mobile handset?
Who is decision-maker for the selection of current mobile handset?
How much influence do subscribers have when deciding which mobile handset to choose?
Which mobile handset brands are considered when shopping / choosing current primary handset?
On average, how much is spent purchasing the current primary handset?
Do subscribers consider phone brands or models before purchasing a mobile handset?
Place of purchase of current primary handset (stores/ kiosks, online, via telephone).
Which retailers are mobile handsets purchased from?
Which stores are mobile handsets purchased from?
What aspects are discussed with a sales assistant when purchasing a mobile handset?
Do sales assistants suggest / recommend a mobile handset brand to customers?
Which mobile handset brands are recommended by sales assistants?
Which online channels are mobile handsets purchased from?
Which websites are mobile handsets purchased from?
How are mobile handsets purchased over-the-phone?
How are second-hand mobile handsets purchased or obtained?
What are the reasons for selecting the primary mobile handset?
What are the most appealing aspects of mobile handset design, shape, and size?
What are the most desirable features when selecting the next mobile handset?
What is the likelihood of a mobile handset being upgraded or replaced within the next 12 months?
What is the likelihood of upgrading to a smartphone, or to another smartphone?
Which Operating Systems are most desired on smartphones?
What top features will drive the next purchase of a mobile handset?
Which brands of mobile handset will be considered for future purchases?
How satisfied are subscribers with their current primary mobile handset?
How satisfied are subscribers with the price paid for current primary mobile handset?
Which brand of mobile handset are subscribers likely to recommend?
How much are subscribers willing to pay for mobile handset brands?
What mobile handset accessories do subscribers own?
What mobile handset accessories have been purchased in the past 12 months?
On average, how long have subscribers owned their current primary mobile handsets?