7. Survey Data Analysis
7.4. Current Using Mobile Carriers
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7.4. Current Using Mobile Carriers
This part of the data analysis discusses more details about attitudes and behaviors of customers comparing across three big mobile carriers in Taiwan. It includes distribution of mobile users in each carrier, years of subscription, reasons for choosing the carriers, spending on the current subscriptions, and satisfactions towards the current carriers.
Current Mobile Carriers Distribution
Distribution of mobile users in each carrier from the survey data are illustrated in Figure 16.
As indicated in the chart, the most common mobile carrier is ChungHua Telecom, accounted for 57%. Taiwan Mobile is 28% and FET is 13%. Very few respondents subscribed for other carriers.
The data indicates that the mobile industry in Taiwan is dominated by big three operators including ChungHua Telecom, Taiwan Mobile and FET. The amount of people using ChungHua Telecom is even more than the market share data of National Communication Commission. It seems that ChungHua Telecom is very popular among the samples; probably it’s more popular to the NCCU students than other carriers.
Figure 17: Distribution of Current Mobile Carriers of Respondents
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Years of Subscription
Figure 18 illustrates the distributions of years of subscription of survey respondents. In the chart, Y-axis represents percentage of respondents within the carriers. X-axis represents years of subscription.
Figure 18: Year of Subscription to Current Mobile Carrier
It’s noticeable that distributions of subscribers who have been using the carrier less than one year (0 year) are much more in Taiwan Mobile (17%), FET (22%) and other networks (23%) than ChungHua Telecom (8.9%). There are two ways to interpret this finding. Firstly, customers tend to stay with ChungHua Telecom longer than other carriers. The other way is that Taiwan Mobile and FET have just gained more new subscribers due to the fact that the recent marketing strategy of Taiwan Mobile and FET might be more attractive than ChungHua Telecom.
However, it seems that the subscribers tend to use ChungHua Telecom longer than the other carriers as can be seen from the chart that the blue line (CHT) is always above all other lines from 4 years or more.
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Figure 19: Average Years of Subscription
Figure 19 shows the average years of subscription for each carrier. It’s confirmed that the average years of subscription for ChungHua Telecom is longer than Taiwan Mobile, FET and other carriers.
Motivations for Choosing the Carriers
Figure 20 illustrates percent distributions of motivations for choosing the carriers. It’s obvious that the most common reason for choosing the carrier is lower cost on making calls to their boyfriend, girlfriend, husband or wife. It indicates that lower rate for intra-network call is one of the most important factors for people on subscribing to the mobile carriers.
For Taiwan Mobile, the second most common reason is that the carrier offered the most suitable rate plan, which also means that customers tend to be quite concerned on usage cost and rate plans of Taiwan Mobile is probably quite appearing to the customers. For FET, the second most common reason for choosing FET as a carrier is cheaper handset prices with packages, which indicates FET probably offer lower cost handsets and more appearing than other carriers.
In contrast to Taiwan Mobile and FET, the second most common reason for choosing ChungHua Telecom as a carrier is recommended by friend for best network quality, which indicates that ChungHua Telecom has quite well reputation on the network quality.
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CHT TWM FET Other All
CHT TWM FET Other All
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Figure 20: Motivation for Choosing the Current Carriers
It’s interesting to highlight here that while network coverage is rated as the most important feature, mobile phone users still tend to choose their carriers based on the monthly rate plans and mobile phone prices rather than network quality.
Spending on Mobile Phone Bills
Figure 21 illustrates the distribution of total spending on mobile phone bill of each mobile carrier subscribers. Among the survey respondents, most people spend around 200 to 799 TWD a month. It’s noticeable that there are more percent of ChungHua Telecom’s and FET’s subscribers spending less on total monthly phone bill. It seems subscribers in Taiwan Mobile network spend more on total monthly phone bill than other networks.
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Figure 21: Spending on Mobile Phone Bills in Each Carrier
Internet Usages
Distribution of hours of using the internet on mobile phones illustrates in Figure 22. In this analysis, the mobile internet users were categorized into two parts. It seems from the chart that more than 60% of people from all the carriers use internet on their mobile phone less than 6 hours in a typical week. It’s also noticeable that percent of people who use internet on mobile phone more than 6 hours in Taiwan Mobile Network are more than other carriers.
Light and heavy mobile internet user group will be discussed more details in Chapter 7.7.
Figure 22: Hours of Internet Usages of the Users in Each Carrier
Satisfactions towards the Current Carriers
Figure 23 illustrates means of customers’ satisfactions scores categorized by mobile carrier features and operators. In general, customers seem to be quite satisfied with their carriers with
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satisfaction score over 3 in several aspects, except for video call quality and customer loyalty program, which were also rated as unimportant features.
By comparing the satisfaction mean scores between the carriers, it’s quite obvious that mobile users in ChungHua Telecom network seem to be quite satisfied with the carrier, especially in terms of network coverage and voice call quality. With regard to network coverage, ChungHau Telecom was rated with significantly higher satisfaction scores than the other carriers. However, customer loyalty program was rated with lower satisfaction scores than other carriers.
Figure 23: Satisfactions towards Carrier Features
To evaluate customers’ satisfactions towards their current carriers precisely, it’s necessary to take important levels of the carriers’ features into consideration. Adjusted satisfactions scores of each carrier features were estimated by multiplying the important rates (important level score divided by 5) with satisfaction scores, as shown in Table 1. It’s confirmed that ChungHua Telecom was rated as the most satisfying carriers, following by Taiwan Mobile and Far EasTone.
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Table 1: Satisfaction Score / Adjusted Satisfaction Score of Each Carrier
Carrier Features Satisfactions Score Important Rates Adjusted Satisfaction Score 2.56 2.55 2.51