Health Concerns Versus Mobile Data Needs: Conjoint Measurement of Preferences for Mobile Communication Network Scenarios

As demands for mobile broadband services and ubiquitous network coverage in our societies are increasing, the mobile communication network infrastructure has to be expanded. Concurrently, the technical infrastructure of mobile communication technologies (base stations) raises the public's concerns about health risks due to electromagnetic fields (EMF). By applying conjoint analyses, the study empirically investigates the relationship between mobile data demands, different base station locations, the prevalence of perceived health complaints, and the impact of compensation payments. Findings show that health concerns are the most critical factor for mobile network communication scenario preferences, followed by data rate availability. In the decision scenarios, base station location and compensation payments played a minor role. Two user groups, cellphone and smart phone users who differ in their sensitivity regarding health concerns and data demands, were identified by segmentation analysis. By means of a sensitivity analysis, different mobile communication network scenarios were analyzed. Outcomes show the importance of integrating users’ preferences into the design of mobile communication networks. This especially refers to an increased sensitivity regarding health concerns in cellphone users and minimum requirements for data rates at least sufficient for the usage of mobile Internet services for smart phone users.