Mobile digital experience in emerging Asia–Pacific: consumer survey

20 April 2022 | Research

Martin Scott

Survey report | PPTX and PDF (7 slides); Excel | Mobile Services

"Our survey results show that operators can improve the overall mobile customer experience by following best-practice guidelines for self-care apps."


This report provides an analysis of the digital experience of smartphone users in emerging Asia–Pacific (EMAP). It uses consumer survey data to analyse mobile customers’ usage of traditional and digital channels for sales and support interactions. It also provides detailed analysis of the impact of self-care apps on customer satisfaction.

Topics analysed

  • Main channels used by different customers to interact with mobile operators
  • Split between traditional and digital channels
  • How the use of sales and service channels varies by operator and country
  • Penetration of digital channels such as self-care apps
  • Customer satisfaction metrics such as Net Promoter Scores (NPSs) and how these are influenced by channel mix

Survey data coverage

The survey was conducted in association with Dynata between August and September 2021. The survey groups were chosen to be representative of the internet-using population in the region. We set quotas on age, gender and geographical spread to that effect. There were at least 1000 respondents per country.

Geographical coverage

  • Indonesia
  • Malaysia
  • Philippines
  • Thailand


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