Do not-for-profit clients use their mobile phones differently from corporate users?
A few weeks ago I examined some of the differences between how not-for-profit and corporate customers use their land line phones. I looked at a breakdown of call types, such as STD, Local Calls and Calls to Mobiles, and then further sought out the differences in call duration and call volume. That article can be found here.
Today I’m going to do the same, but for mobiles. As ever, I will be using the Dog and Bone Analyser, having secured its acquiescence via a complex series of favours and the promise of an imminent upgrade. I used about 450,000 call records for NFP users, and 540,000 for corporate clients, reflecting the latter's heavier use of mobile technology.
Table 1. looks at the average proportional call volume across various call types. This shows us the volume of a certain call type compared to all calls made. (For example, the figure 13.30% means that of the 450,000 NFP calls looked at, 13.30% of them were Calls from Mobiles to Fixed Lines.)
It is immediately apparent that NFP organisations make a slightly greater proportion of SMS (18.39% compared to 14.14%), which I must confess came as something of a surprise.
Corporate users tend to call their workmates on their mobiles somewhat more often than NFP counterparts - this is a tendency that holds true almost without exception. Intrafleet provisions are always of value for most clients, but they tend to yield the greatest savings for corporate users. This also tie into the general observation that corporate users tend to use their mobiles more than fixed lines, and are far more likely to call someone's mobile in another city rather than make an STD call.
Otherwise, call volumes are broadly similar.
Table 2. shows these proportions again, but instead of proportional call volume, it looks at the proportional length of each call type.
The standout figure here is that corporate users spend a lot longer on their calls to their workmates (this will be borne out on Table 3), which confirms the point I made earlier about how the business sector uses its mobiles a lot more than land lines.
Conversely, NFP users spend longer talking to fixed lines, perhaps in the mistaken belief that these calls are cheaper. Calling a fixed line from a mobile is generally the same cost as calling a mobile, but there's a persistent (if not old-fashioned) belief that it is cheaper, and I suspect this plays out more in the NFP space. It could also be because the NFP sector has (with some striking exceptions) been slower to adopt mobile working.
Table 3. shows the Average Call Length across all outbound call types. This should bear out the above suppositions. The figures measure minutes (as a decimal, thus 1.5 minutes equates to 1 minute 30 seconds.)
This table shows that Corporate users do indeed spend much longer on average calling their colleagues than NFP users do (over 30 seconds per call on average, which is a lot) .
It is interesting to note that unlike fixed lines - where the usage patterns differed widely - NFP and Corporate users are mostly quite consistent in their usage of mobile phones. Although it is beyond the scope of these figures, a comparison between mobile and land line usage (which I may get around to) will show that the business sector spends a far great proportion of their telecommunications budget on mobiles than their counterparts in the not-for-profit space.