Context for ComTech: Mobile Phone Panel Enhanced

In the UK, Kantar Worldpanel has enhanced its syndicated mobile study, ComTech, adding information on usage, supplier and billing cross-referenced against the four channels of mobile, broadband, landline and pay TV.

ComTech is a continuous research consumer mobile phone panel, which tracks mobile phone behaviour including purchasing of phones, mobile phone bills/airtime, source of purchase and phone usage.

The new 'UK Quadplay Tracker' asks panellists specific questions relating to usage, supplier and billing, cross-referenced against the four channels to provide a picture of how consumers buy and what influences their purchases.

From this month, telecoms operators and suppliers will be able to integrate data from 15,000 UK panellists to better understand how consumers are engaging with these different telecoms channels. Additional questions relating to each channel will allow clients to drill down to better understand changing usage patterns in the telecoms market.

The study also includes 'switching' data, to deliver insight on consumer loyalty and churn, and information on where and when current services were purchased, which provides back-data to help suppliers evaluate existing offers and predict future trends.

'Many of our clients work across the different telecoms channels, and understanding what drives a consumer to buy one service from one provider, and one from another, is vital to informing their growth strategy,' explains ComTech Consumer Insight Director, Fiona Keenan.

'The Quadplay Tracker adds an extra layer of vital insight, and this level of understanding is crucial to suppliers wanting to capitalise on converging technologies to grow their market share.'

Web site: www.kantarworldpanel.com .