Research earlier this year confirmed what we are already seeing: video is fuelling strong mobile data growth, with much of the growth driven by the increasing use of video in social media.
Facebook introduced auto-play videos in May 2014, with Twitter following soon after in June, and YouTube announced the following October that half of their views were now coming from mobile devices.
However, while the behemoths of social media are behind much of the growth, the area to watch is the rise of video apps such as Vine, Keek, Mixbit and Tout, and the driving demographic behind them. Vine became the most downloaded free app within the iOS app store within two years of its launch, and Keek, launched in 2011, was adding more than 250,000 users a day at the height of its growth the following year.
Much of the demand is being driven by younger consumers; 85% of the Keek community are aged between 13 and 25. They have more than 70 million users, close to Netflix’s estimated 80 million. It provides an interesting insight into how the next generation intend to use their devices. Or at least what they’re going to look back at nostalgically.
Because most of the key decision-makers in established business sectors are aged above thirty-five, the success of apps such as Keek are often overlooked, and decision-makers miss what the next generation of customers will demand by way of support. We need to keep an eye on what’s coming.
So, what is coming?
Firstly, a huge demand for increased data. Data consumption through video tripled between 2013 and 2015, and is expected to increase almost sixfold by 2019. Customer support will have to keep up.
Fifteen percent of customers already exceed their data allowance each month. They’re going to look for ways to stay within their limits, or at least limit the cost of going over. They’re also going to want help speeding up their streaming when their videos stall or don’t play.
Video apps are as bad as games for draining battery, and 44% of smartphone users are already unhappy with the battery life on their devices. We expect to see an increase in customers looking for help extending their battery life. Portable battery chargers have been in the news recently as a possible fire risk (even if this is rare) and more customers will seek advice on the safety of using them.
Most support sites currently give instructions on setting up email (the good ones go a step further and specify step-by-step instructions by device or for gmail). Soon the demand will be for step-by-step help adding Netflix. At the same time, more users are going to grow frustrated with regional restrictions on video streaming, and may begin using VPN extensions such as Chrome’s Hola to get around it.
Support needs to be fast-moving to keep up with a fast-moving sector. Customers will move providers if they don’t think they’re getting the support they need. If you’d like to find out about how LucidCX can help you support your customers and reduce your costs, drop us a line or get in touch via Twitter or LinkedIn.