Mobile Internet Service Preferences of Young Customers

Evidence from Bangladesh

Abstract

Purpose: With the global wireless communication growth, the launching of commercial fourth-generation (4G) services in Bangladesh, including high transmission speed, the number of mobile internet subscribers has grown considerably during the last five years. During the same time, business models have become increasingly complex in the cellular industry because internet subscribers perceive value differently. This situation originates challenges among the mobile service operators in Bangladesh to create internet subscribers and retain the existing ones, especially the young mobile data users with more switching trends. Therefore, the objective of the study is to identify the determining factors that influence young customers to choose mobile internet services.

Methods: This study is based on primary data collected from 440 young mobile internet users below 30 years old in Bangladesh. The study investigated ten factors of customer preferences for mobile internet, comparing male and female customers using the statistical tools: mean, standard deviation, and two-tailed t-test.

Results: The study results indicate significant differences between female and male customers in mobile internet preference factors, including maximum coverage area, network quality and speed, security and privacy, and customer care. The female customers choose internet packages for security and privacy and a variety of packages, while the male customers choose mobile internet for maximum area of coverage and company image.

Implications: The study findings have critical managerial implications for mobile internet providers to tailor their network and services to create new customers and gain customer retention resulting in significant growth and substantial earnings.