Mobile digital experience: consumer survey

02 February 2024 | Research

Eulalia Marin

Survey report | PPTX and PDF (11 slides); Excel | Mobile Services

"Customer engagement with digital channels has increased in recent years, but consumers still show a strong preference for traditional channels."


This report uses the results of Analysys Mason’s Consumer survey to provide an analysis of the mobile digital experience for consumers in South Africa and several countries in Asia–Pacific, the Middle East, Europe and North America.

Topics analysed

  • The main channels used by different customers to interact with mobile operators
  • The split between traditional support channels (phone, in-store and email) and digital channels (website, self-care apps and social media)
  • The different combinations of sales and service channels used by consumers and how these vary by operator and country
  • The operators that have the highest penetration of digital channels worldwide
  • The relationship between the use of traditional/digital channels and customer satisfaction metrics such as Net Promoter Scores (NPSs)

Survey data coverage

The survey was conducted in association with Dynata and On-Device Research (ODR) between July and August 2023. The survey groups were chosen to be representative of the internet-using population in the above-mentioned regions. We set quotas on age, gender and geographical spread to that effect. There were at least 1000 respondents per country.

Geographical coverage

  • Western Europe (WE): France, Germany, Ireland, Italy, Norway, Spain, Sweden and the UK
  • Central and Eastern Europe (CEE): Poland and Turkey
  • North America (NA): Canada and the USA
  • Developed Asia–Pacific (DVAP): Australia and New Zealand
  • Emerging Asia–Pacific (EMAP): Malaysia and the Philippines
  • Sub-Saharan Africa (SSA): South Africa


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Consumer survey

Analysys Mason's annual consumer survey tracks and measures consumers’ changing telecoms and media habits, device ownership, connectivity options and future plans

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