I just called to say “I love you”

-says Stevie Wonder in a song from the past century. Is calling your partner a past century thing? Telenor’s researchers dug in the personal communication habits of younger mobile internet users. See what they found…

Surprise! Despite an obvious growing trend in the use of internet based services, the traditional phone call is still highly relevant. However, its relative importance is decreasing as new communication means are on the rise.

“We see a big growth in the use of messaging apps in both Malaysia and Sweden. In less than two years (late 2012-april 2014) the percent of those who use them daily has increased by some 30 percent, or to 81 and 40 respectively” says Nicklas Rör, Researcher, Telenor Research.

Digital Frontrunners lead the way

In a study conducted this spring, Telenor Research interviewed mobile internet users in Norway, Sweden, Serbia, Thailand and Malaysia, between the age of 16 and 35, to understand their behaviour, attitudes and the needs that drive their usage of communication services.  This group is called Digital Frontrunners and gives good indications on the future developments of telecommunication services.

“Nearly, one in two Swedish Digital Frontrunners use messaging apps on a daily basis. But still, traditional voice calls and sms are the most relevant, even among these advanced users”, continues Nicklas Rör.

“This is exciting news for us in Telenor Global Services (TGS), states Jennifer Borchgrevink, Director of Voice Services, TGS. “Even though we are an international wholesale carrier, it is still very relevant to look to this type of research to understand where the voice market is heading.  We are using these insights to continue to build our voice solutions to meet these changing user habits”, she continues.

Jennifer Borchgrevink

 

 

 

 

 

 

Photo: Jennifer Borchgrevink, Director of Voice Services, TGS

Asians challenge traditional ways of mobile communication

Digitally advanced young people across all five markets still primarily choose a traditional call to get in touch with their parents. But they are more inclined to choose messaging apps when in touch with friends. However, Asians seem to be more eager to challenge traditional ways of communication, as they increasingly use chat, social media and messaging apps in communication with bosses, or professors, something Europeans hesitate to do.

“Different social norms in Europe and Asia may be the underlying reason for the difference in behaviour of mobile communication. Furthermore, the findings also indicate that social norms are either changing, or that they are more diverse, in Asia than in Europe. We see the same difference in the social settings, as well. In Asia, it seems accepted to share for example upsetting news on messaging, chat or social media, that it is not a trend in Europe” says Elena Menichelli, Research, Telenor Researcher.

“Telenor Global Services has seen this trend for some time, now. We still see continued strong voice volumes in Asia but understanding the different markets around the world is a key factor for TGS to deliver relevant and flexible international solutions,” Jennifer Borchgrevink emphasizes.

Local favorites

The key driver ‘Socializing’ is reflected in the choice of services, be that a messaging app or internet voice. Each market has its own ‘local winner’, predominant service, enabling people to be where their friends are. In Thailand it’s ‘Line’, in Malaysia it is ‘We Chat’, and ‘Viber’ is in Serbia.

As Digital Frontrunners, these customers are telling us what will be the mainstream in the near future. Back to the introduction to the article, the famous song is still relevant, though “I just Vibered you, to said I luv U,” might be just around the corner.

In closing, Jennifer Borchgrevink adds, “TGS will continue to listen and learn from Digital Frontrunners and offer voice solutions to our customers that will help them meet their customer’s changing needs.”

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