We have analysed roaming data over the holidays season (May – June 2015).
Key findings include:
- Russians are travelling abroad less and more within Russia. The number of MTS customers, who roamed internationally in May-June 2015, decreased by 20%, compared to the same period in 2014, while the number of our customers who roamed in Russia grew by 7%.
- The travel preferences of Russians haven’t changed from 2014. The top 10 most popular destinations include Turkey, Egypt, Belarus, Italy, Germany, Spain, France, the Czech Republic, Cyprus and the United Arab Emirates.
- In line with global trends, the consumption of voice and messaging services in international roaming declined y-o-y: the number of outgoing SMS fell by 33% and voice traffic decreased by 31%.
- At the same time, MTS customers have increased usage of all types of services in national roaming, as the volume of outgoing SMS rose by 7% and voice traffic grew by 15% compared to the same period last year.
- Both in Russia and abroad, MTS clients are embracing mobile data in roaming. In spite of the reduction in international travel, volume of data traffic used internationally grew by 65% y-o-y, while data traffic in national roaming increased by 85%.
- Maps and tourists applications remain the most popular applications used in roaming, at the same time we see more customers accessing social media and browsing online when they roam compared to previous periods.
Growth in mobile Internet usage in roaming continues to be driven by the development of data networks, rising penetration of smartphones in the subscriber base and increased availability of LTE-roaming through MTS’s roaming partners abroad.