Market Promotion of 4G LTE

2018-10-07

This study examines the user perception, adoption and promotion of 4G LTE in Nepal, focusing on user experience, motivations, and barriers. Conducted by Avant Garde Solutions on October 7, 2018, the survey covers 942 respondents from Kathmandu, Bhaktapur, Lalitpur, Saptari, Morang, and Sunsari. A combination of quantitative and qualitative methods is used, targeting internet users with smartphones.

Most respondents support 4G LTE, citing speed, performance, and service quality as key reasons for switching. However, many still rely on 3G or 2G, mainly due to high mobile data costs and the availability of Wi-Fi. While 82% use smartphones that support 4G, only 50% use mobile data more than seven times a day, primarily during travel or when Wi-Fi is unavailable. Evening remains the peak usage time.

Cost emerges as the main barrier, with nearly 75% of users hesitant to use mobile data due to pricing. Those who adopt 4G mainly use it for social media, maps, and email. Non-users express willingness to switch if prices drop. Many also report little noticeable difference between 3G and 4G, indicating gaps in marketing and network expansion.

The study finds that user perception of 4G LTE is shaped largely by speed and service quality, while factors like price and social prestige have less impact. The findings underscore the need for stronger promotion, improved coverage, and more competitive pricing to drive greater 4G adoption in Nepal.

Factsheet

Presentation Slide