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市場調查報告書
行動寬頻調查:消費者的意識、使用分析
Mobile Broadband Survey: Analysing Consumer Attitudes and Usage
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本報告已在2012年05月03日停止出版。
該報告書從以歐洲主要國的消費者為對象，從進行調查的結果調查分析了對於行動寬頻的意識與使用動向，歸納了使用的地區與頻率、今後的使用計畫、國家・人口層別的差異，提出概略構成如下。
執行摘要
介紹
- 法國：在行動寬頻的領域雖然落後於其他的歐洲市場但是緊追在後
- 德國：因為熟悉早期的T-Mobile・Vodafone而有穩固的成長
- 波蘭：激烈的競爭・DSL以及電纜的替代加速
- 英國的行動寬頻市場：競爭激烈並急速成長
調査結果
- 波蘭・英國：對行動寬頻的意識高
- 行動寬頻：在男性・年輕的年齡層最受歡迎
- 高年齢層：對行動寬頻服務的供應商而言是很有魅力的目標
- 一般的回答者對購買行動寬頻的想法很低
- 行動寬頻使用者：出示富有魅力的交叉銷售機會
- 行動寬頻：固定的補充作用大・MNO應該對應解約
- 行動寬頻：覺得太高價位
- 英國的回答者：對行動寬頻有更嚴厲的意見
- 法國的回答者：重視費用
- 德國的回答者：價格屏障
- 波蘭的回答者：指摘範圍的重要性
- 大多數回答者(波蘭除外)：覺得行動寬頻不適合自己
- 40%的回答者回答可能會在12個月以內買膝上型輕便電腦
- 其他等等
調査手段
作者・著作権等等
圖表
Abstract
“Mobile broadband represents both an opportunity for and a threat to
MNOs. To seize the opportunity and mitigate the risk to their networks, MNOs
must understand users' attitude to mobile broadband and how they use the
service.”Matt Hatton, Research Director; Martin Scott,
Senior Analyst.
This report, which draws on Analysys Mason' s survey of 4000 consumers in
France, Germany, Poland and the UK, tracks and highlights trends in the
evolution of consumers' behaviour and service usage.
Topics covered in this report include:
- awareness of, and attitude to, mobile broadband
- usage patterns including location and frequency
- future plans, including willingness to replace fixed line services with
mobile broadband.
This is part of a series of survey-based reports from Analysys Mason that
focuses on consumer usage of telecoms and media services. Other reports in
this series examine the following segments: voice; fixed broadband; online
content; and mobile content and applications.
Mobile broadband survey: analysing consumer attitudes and usage answers your key questions:
- What are subscribers' plans for adoption of mobile broadband?
- Which are the key addressable segments?
- Does mobile broadband complement or replace mobile broadband?
- Which mobile broadband subscribers use the service at home and which use
it when they are out and about?
- What are the views of users and potential users on mobile broadband' s
reliability, speed, price and coverage?
- How do attitudes and usage vary between high and low spenders?
Table of Contents
- 4. Document map - Executive summary
- 5. Mobile broadband is mostly complementary and has dedicated users, but
non-users are sceptical
- 6. MNOs must tackle the bundling and channel implications of mobile
broadband
- 7. Document map - Introduction
- 8. Introduction
- 9. France has lagged behind other European markets in mobile broadband,
but is catching up
- 10. Germany has experienced steady growth after early pace-setting by
T-Mobile and Vodafone
- 11. Poland has experienced fierce competition and more substitution with
DSL and cable
- 12. The UK mobile broadband market is highly competitive and growing
rapidly
- 13. Document map - Results
- 14. Awareness of mobile broadband is high, particularly in Poland and the
UK
- 15. Mobile broadband is most popular with men and with the young
- 16. Older age groups represent attractive targets for mobile broadband
service providers
- 17. Across the board, respondents indicate little intent to buy mobile
broadband
- 18. Mobile broadband users represent an attractive cross-selling
opportunity
- 19. Some users are becoming very attached to their mobile broadband
services
- 20. Mobile broadband is largely complementary to fixed, and MNOs must be
prepared for churn
- 21. Mobile broadband is mostly treated as another home connection
- 22. Unsurprisingly, the most frequent users are the highest spenders
- 23. Subscribers who are exposed to mobile broadband are critical
- 24. Mobile broadband is perceived as too expensive, but reliability is
less of an issue
- 25. UK respondents are most scathing about mobile broadband
- 26. French respondents are particularly price conscious, but with good
reason
- 27. German respondents also flag up price as a big barrier to substitution
- 28. Respondents in Poland speak from experience of mobile broadband and
are the most critical of coverage
- 29. Most survey respondents, except for those in Poland, disagree that
“mobile broadband is for me”
- 30. Users are more critical than non-users, except when it comes to price
- 31. As many as 40% of respondents may buy a laptop in the next 12 months
- 32. Laptops will be bought through traditional retail channels, rather
than via MNOs
- 33. High spenders are more likely to buy laptops from MNO channels
- 34. For further information
- 35. Document map - Methodology
- 36. Methodology [1]
- 37. Methodology [2]
- 38. Document map - Authors, copyright and key to acronyms
- 39. Authors
- 40. Copyright
- 41. Key to acronyms
- 42. Document map - List of figures
- 43. List of figures [1]
- 44. List of figures [2]
- 45. Document map - About Analysys Mason
- 46. About Analysys Mason
- 47. Research from Analysys Mason
- 48. Consulting from Analysys Mason
List of figures
- Figure 1: Attitudes towards mobile broadband
- Figure 2: Use and awareness of mobile broadband, by monthly spend
- Figure 3: French survey respondents' demographic data
- Figure 4: German survey respondents' demographic data
- Figure 5: Polish survey respondents' demographic data
- Figure 6: UK survey respondents' demographic data
- Figure 7: Awareness and use of mobile broadband, by country
- Figure 8: Awareness and use of mobile broadband, by age range and gender
- Figure 9: Viewing online videos, by age range
- Figure 10: Streaming or downloading videos from websites or similar
services, by age range
- Figure 11: Interest in mobile broadband, by employment status
- Figure 12: Use and awareness of mobile broadband, by monthly spend
- Figure 13: Future plans for broadband services (fixed and mobile), by
spend and payment method
- Figure 14: Future plans for fixed and mobile broadband use
- Figure 15: Future plans for mobile broadband use
- Figure 16: Location of mobile broadband use, by spend and payment method
- Figure 17: Frequency of mobile broadband use, by spend and payment method
- Figure 18: Attitudes towards mobile broadband
- Figure 19: Attitudes towards mobile broadband, by country (net agreement
levels)
- Figure 20: Attitudes towards mobile broadband in the UK
- Figure 21: Attitudes towards mobile broadband in France
- Figure 22: Attitudes towards mobile broadband in Germany
- Figure 23: Attitudes towards mobile broadband in Poland
- Figure 24: Agreement with the statement “Mobile broadband is for
me”
- Figure 25: Attitudes towards mobile broadband, by usage and spend
- Figure 26: Likelihood of buying a new laptop computer in the next twelve
months, by country, gender and age
- Figure 27: Potential source of new laptop, by country, gender and age
- Figure 28: Potential source of new laptop, by spend and payment method
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