The most important reasons for a mobile internet user to choose a specific plan are the network quality and coverage, the price for using data service, and how easy it is to understand the data plan, according to Ericsson ConsumerLab report.

The study found that it also reveals differences in how respondents react about traffic management and charging concepts. Some elements were deemed attractive in all markets, while some had appeal only in certain markets showing that offers and plans attractiveness vary among all countries in the world.

Ericsson ConsumerLab has studied whether smarter traffic charging and management of mobile internet could improve the consumer experience, at the same time as securing operator revenue. The 'Smarter Mobile Broadband' study is based on interviews with 2,300 mobile internet users aged between 16-59 years old in the US, UK, Indonesia and Brazil.

Study focused on internet usage via mobile phones and conducted in four countries covering more than 2,300 interviews in US, UK, Indonesia and Brazil. 40-45% of respondents said they would use internet on their mobile phones more if they had access to better speed

"Users' previous experiences affect the way they rate the more personalized and dynamic offerings that smarter traffic management and charging allows. Users from the UK and US who have experience with unlimited plans are more cautious about moving to differentiated plans. This is because they are not used to having to think about their online habits. However, in the primarily prepaid markets of Brazil and Indonesia, the concepts were viewed more positively. People in those markets are used to paying for what they use and topping up when necessary, and therefore they don't perceive it as much of a restriction to their current plan", said Cecilia Atterwall, Head of Ericsson ConsumerLab.

The question facing many operators is how to go about attracting new users, as well as increasing usage among basic existing users. The study identified a number of ways to address this: 40-45% of respondents said they would use their mobile phones more if they had access to better internet speed; 30-45% said that lower price of data is a key element to increase usage; 30-40% said that a better battery life for the mobile phone is also important; 30-40% said that having a better network coverage also influences usage. Many consumers also express frustrations about paying for a plan that is not fully used, this would in turn favor more personalized price plans.