Internet goes mobile – Tunisia highlights

Internet goes mobile
TUNISIA Highlights
Research methodology
Our research represents more than 4 million consumers
in urban Tunisia, across all socioeconomic clusters,
with an age range of 15–59. Fieldwork was carried out
between July and August 2014, using face-to-face
interviews. The cities covered include: Grand Tunis,
Jendouba, Nabeul, Sfax and Sousse.
Key findings
Technology is viewed as a key enabler
of societal modernization
> Tunisian consumers look to technology as a
means of obtaining information, facilitating
a more flexible work/life balance and creating
a sense of belonging within modern society
Electronic public services are expected
to have tangible benefits
> The greatest amount of interest is shown for
services such as e-health, e-learning, electronic
identification and filing certificate requests.
Tunisian consumers believe they will
offer more convenience and better
accuracy and customer service
Secure, reliable, anywhere internet
is widely expected
> 72 percent of Tunisian users consider
it important to be able to access the
internet from wherever they are
Network performance is a key driver of
satisfaction with mobile services and app usage
> More than half of smartphone users say they would
use more apps and internet services if their mobile
data connection was faster and more reliable
Strong potential for mobile commerce uptake
> Consumers look forward to the wide availability of
mobile money transfer and payment services, with
enhanced security expected to boost adoption
Figure 1: Internet usage and access
Mobile networks are increasingly
used in the country to access
the internet, nearing levels of
fixed broadband. 44 percent
of Tunisian internet users now
access the web through a mobile
modem, with penetration of mobile
data services on phones set to
double within the next year.
14%
28%
44%
53%
Wi-Fi
Mobile broadband
on phone
Mobile broadband
modem
fixed broadband
Source: Ericsson ConsumerLab Analytical Platform 2015, Internet goes mobile, Maghreb
Base: Internet users, Tunisia
Figure 2: App usage in Tunisia
91%
Facebook
4 out of 5 Tunisian smartphone
owners use apps, with Facebook,
Viber and YouTube being the
most popular. More than half said
they would be likely to increase
their app and service usage as
mobile networks get faster.
83%
Viber
68%
Youtube
63%
Whatsapp
39%
Skype
29%
Twitter
Source: Ericsson ConsumerLab Analytical Platform 2015, Internet goes mobile, Maghreb
Base: Smartphone application users, Tunisia
Figure 3: Drivers of satisfaction
with mobile operators
21%
Network performance is the
primary driver of satisfaction
with mobile networks, followed
by accurate billing and customer
support for data services.
13%
12%
12%
12%
7%
7%
6%
6%
5%
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Users also show an
interest in personalization
and loyalty programs.
Source: Ericsson ConsumerLab Analytical Platform 2015, Internet goes mobile, Maghreb
Base: Mobile phone users, Tunisia
Figure 4: Expected benefits of
electronic public services
50%
47%
MOVe AWAY FROM
a PAPER BASED
SYSTEM
46%
Obtain
information
faster
SAVE time
and money
45%
Improved
government
efficiency
43%
IMPROVED
CUSTOMER
SERVICE
Source: Ericsson ConsumerLab Analytical Platform 2015, Internet goes mobile, Maghreb
Base: All users, Tunisia
Ericsson
SE-126 25 Stockholm, Sweden
Telephone +46 8 719 0000
www.ericsson.com
As well as adopting mobile services
for personal use, Tunisian consumers
are interested in the future potential
of electronic public services. Their
effective implementation will allow
them to access information faster,
and receive a higher level of customer
service. Consumers show a particular
interest in e-health and e-learning
services, allowing them to move
away from a paper-based system
and save both time and money.
RMED-15:000304 Uen
© Ericsson AB 2015