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Vodafone Zoom survey: What do Czechs think about the mobile market?

05. March 2008

The latest Vodafone Zoom survey indicates that 82% of Czechs would appreciate not having to sign a contract with a mobile operator. Nearly all respondents (91%) generally regard consumer contracts as needlessly complicated, while a third (32%) consider contracts with mobile operators to be the most complicated. The survey also indicates that 97% of mobile operator customers would appreciate loyalty rewards and ľ (72%) have the feeling that nobody pays attention to them as long-term customers. Advertising tricks Most Czechs regard advertising tricks as a regular part of sales on the Czech market. According to the survey, they feel that tricks are primarily being used in the areas of banking (86%), by mobile operators (65%), and consumer goods (54%).

The latest Vodafone Zoom survey indicates that 82% of Czechs would appreciate not having to sign a contract with a mobile operator. Nearly all respondents (91%) generally regard consumer contracts as needlessly complicated, while a third (32%) consider contracts with mobile operators to be the most complicated. The survey also indicates that 97% of mobile operator customers would appreciate loyalty rewards and ľ (72%) have the feeling that nobody pays attention to them as long-term customers.

Advertising tricks

Most Czechs regard advertising tricks as a regular part of sales on the Czech market. According to the survey, they feel that tricks are primarily being used in the areas of banking (86%), by mobile operators (65%), and consumer goods (54%).

Consumer offers

55% of respondents have absolutely no comprehension of the offer of products and services on the Czech market. The least comprehensible are offers in the following areas: banking (88%), insurance (78%), consumer loans (67%), and mobile operators (40%).

Written contracts and long-term obligations

Most respondents (66%) object to written long-term contracts that are conditions for the usage of advantageous operator services. 82% would appreciate the absolute non-existence of written contracts with operators.

The absolute majority of Czechs (91%) find consumer contracts too complicated. They feel this the most in the banking (81%), insurance (73%), and consumer loan (66%) sectors. A third (32%) regard contracts with mobile operators as the least comprehensible.

The survey also revealed that 13% of respondents don’t read the contracts they sign thoroughly, and 30% sign contracts even though they don’t fully understand them. Half of all respondents (49%) have done business with salespeople who forced them to sign contracts that they did not manage to read through carefully, and 44% have signed long-term contracts and subsequently regretted doing so.

Loyalty programs

Nearly half the respondents (48%) have an “emotional attachment” to their operator; the highest occurrence of such an attachment is among Vodafone customers.

Although most respondents (60%) have been with their operator for more than five years, a feeling that nobody pays attention to them as long-term customers prevails among them (72%). 97% of customers would appreciate rewards for loyalty to their mobile operator, and half of them (49%) actually consider the benefits of a loyalty program a good reason to switch operators.

Customers of different operators

Vodafone

Vodafone customers are the most likely to have an emotional attachment to their operator (56%). The most important factor for them is pleasant personnel at shops, and up to 89% return to shops where they have been served by a friendly salesperson.

T-mobile

T-Mobile customers most frequently experience the feeling that nobody pays attention to them as long-term customers (79%). At the same time, loyalty programs are the most important to them (86%).

O2

O2 customers are the least likely to have an emotional attachment to their operator (40%). This group has the highest number of people who have sometimes been tricked by “advertese” (45%).

More information at www.vodafone.cz.