本報告已在2012年05月03日停止出版。
本研究報告以法國、德國、波蘭、英國消費者為對象，針對各種通訊、媒體服務的使用程度與模式，以國家／年齡層／性別等多種變因進行分析調查，內容摘記如下。
實施概要
序論
調査結果
調査結果：摘要
- 年輕化
- 使用手機・手機媒體的重要變因為年齡而非國家與性別
- 簽約使用者：傾向使用手機媒體服務
- 觸控式螢幕手機使用者：使用手機媒體服務比例高
- 應用程式商店與VoD服務使用者：比媒體服務使用者使用程度高
- 手機上網：對於只用一種服務的使用者來說是最受歡迎的手機媒體服務
調査結果：TV
- 8.4%受訪者有使用手機TV服務的經驗
- 手機TV：特別在法國男性間受歡迎
- 35-44歲的手機TV使用者：行動內容使用程度較高
- 使用手機TV：波蘭使用率最高
調査結果：影片（VoD）
- 觀看手機影片：年輕人極多
- 使用手機VoD手機：各國差異不大
- 手機VoD服務：25-34歲為重度使用者
- 使用VoD服務：比起其他調查國家，英國使用率最低
調査結果：音樂
- 18-24歲：使用手機音樂服務者約為55歳以上使用者的3倍
- 手機音樂：比起其他調查國家，在波蘭最受歡迎
- 使用手機音樂程度：54歳以下年齡層差異不大
- 手機音樂使用模式：比起其他調查較有統一感
調査結果：遊戲
- 使用手機遊戲：18-24歲較顕著
- 波蘭消費者：較其他國家調查對象使用率高
調査結果：手機上網
- 使用手機上網：各年齡層的手機媒體使用沒有太大差異
- 使用手機上網：各國差異性不大，但男性居多
- 手機上網使用者：年輕人居多
- 英國使用者・簽約者・觸控式螢幕手機使用者・男性使用者：重度網路使用者
調査結果：應用程式商店
- 應用程式商店的利用：年輕人居多
- 應用程式商店的利用：國家與性格大不相同
調査結果：非手機媒體服務利用者
- 不使用手機媒體服務的因素
- 手機媒體服務的費用是年輕顧客的問題
- 不使用手機媒體服務的理由：市場區隔大不相同
調査方法
圖表
Abstract
"The way that people access the Internet, applications and content from their handsets has fundamentally changed: it is now a mainstream activity, and clear variations in consumption are emerging between different groups."
The launch of the iPhone in 2007 heralded a dramatic change in the market for
mobile media services. Two years on, and the type of rich-media, user-friendly
proposition pioneered with the iPhone is becoming increasingly mainstream.
The usage of mobile media services is now widespread: 30% of respondents to
Analysys Mason' s Connected Consumer survey use such services. More than 45% of
these users are in the 18 - 24 age group, so it is clear that some segments of
the user base have taken to mobile media services faster than others.
Now that mobile media services as a proposition have moved beyond the
first-adopter stage, it is becoming increasingly important to understand what
lies behind total usage statistics, so that service providers can develop and
target appropriate product propositions.
This report is based on a survey of more than 4000 consumers in France,
Germany, Poland and the UK. It is one of a series of survey-based reports from
Analysys Mason that focus on consumer usage of telecoms and media services.
Other reports in this series examine specific topics in the voice, mobile
broadband, fixed broadband and online content segments. In addition, a summary
report is available. Click here to find out more.
Mobile consumer survey: the mobile Internet and application usage answers your key questions:
- How popular are different types of mobile media service, in terms of
penetration?
- Which demographic groups are more likely to access different types of
mobile media service?
- What are the consumption patterns for users of mobile TV, non-linear video
clips, music services and Internet access?
- How do consumption patterns vary by age and other factors?
- What reasons are given for non-usage of mobile media services?
Table of Contents
- 4. Document map - Executive summary
- 5. Our mobile consumer survey is based on the responses of more than 4000
interviewees
- 6. The main factors that influence usage of mobile media services are: age
and access to a touchscreen phone
- 7. Mobile Internet access is the most-popular media service
- 8. Document map - Introduction
- 9. Introduction
- 10. Document map - Results
- 11. Results - Summary
- 12. Usage of mobile media services is strongly skewed towards younger age
groups
- 13. Age is a more significant factor in mobile phone and mobile media
usage than country or gender
- 14. Users with contracts are more likely to use mobile media services
- 15. Users of touchscreen phones show a significantly higher propensity to
use mobile media services
- 16. Users of application stores and VoD services tend to use more services
than other media service users
- 17. There appear to be no strong cross linkages between the usage of
different services
- 18. Internet access is the most-popular mobile media service among users
who employ only one service
- 19. Results - TV
- 20. Of respondents, 8.4% have used mobile TV services during the past year
- 21. Mobile TV seems to be particularly popular in France, and among male
users
- 22. Mobile TV users in the 35 - 44 age range seem to consume the most
content
- 23. Consumption of mobile TV is higher in Poland than in the other
countries surveyed
- 24. Results - Video clips (VoD)
- 25. Viewing of mobile video clips is strongly skewed to younger age groups
- 26. Usage of mobile VoD services is reasonably consistent between countries
- 27. For mobile VoD services, 25 - 34 year-olds appear to be the heaviest
users
- 28. Usage of VoD services appears to be lower in the UK than in other
surveyed countries
- 29. Results - Music
- 30. 18 - 24 year-olds are about three times more likely to use mobile
music services than those aged 55 or over
- 31. Mobile music is more popular in Poland than in other surveyed countries
- 32. Usage levels for mobile music services do not vary greatly by age
group, up to 54 year-olds
- 33. Usage patterns for mobile music services appear to be relatively
consistent across the survey sample
- 34. Results - Games
- 35. Usage of mobile games is heavily skewed towards the 18 - 24 age group
- 36. Consumers in Poland are more likely to use mobile games than those in
other surveyed countries
- 37. Results - Internet access
- 38. Usage of mobile Internet access services seems equally common among
mobile media users of all ages
- 39. Usage of mobile Internet services does not vary greatly by country,
but is slightly more popular among men
- 40. Among mobile Internet users, usage appears to be heavier in younger
age groups
- 41. Users in the UK, contract subscribers, touchscreen phone users and men
all seem to be heavier users of the Internet
- 42. Results - Application stores
- 43. Application store usage is significantly skewed towards younger age
groups
- 44. Usage of application stores varies significantly by country and gender
- 45. Results - Non-use of mobile media services
- 46. Several factors deter consumers from using mobile media services
- 47. Inability or unwillingness to pay for mobile media services
particularly affects younger users
- 48. The reasons for not using mobile media services differ significantly
by market segment
- 49. For further information
- 50. Document map - Methodology
- 51. Methodology [1]
- 52. Methodology [2]
- 53. Document map - Authors and copyright
- 54. Authors
- 55. Copyright
- 56. Document map - List of figures
- 57. List of figures [1]
- 58. List of figures [2]
- 59. List of figures [3]
- 60. List of figures [4]
- 61. Document map - About Analysys Mason
- 62. About Analysys Mason
- 63. Research from Analysys Mason
- 64. Consulting from Analysys Mason
List of figures
- Figure 1: Usage of mobile media services
- Figure 2: Usage of mobile media services, by service type
- Figure 3: Usage of mobile media services, by age range
- Figure 4: Usage of mobile media services, by phone type
- Figure 5: Usage of mobile media services, by service type
- Figure 6: Usage of mobile media services, by age range
- Figure 7: Average number of mobile media services used, by age range
- Figure 8: Usage of mobile media services, by country and gender
- Figure 9: Usage of touchscreen mobile phones, by age range
- Figure 10: Usage of mobile media services, by subscription type
- Figure 11: Usage of mobile media services, by phone type
- Figure 12: Average number of mobile media services used, by users of
specific services
- Figure 13: Total number of mobile media services used, by users of
specific services
- Figure 14: Composition of other mobile media services used, by users of
specific services
- Figure 15: Mobile media service used by respondents who use only one
service
- Figure 16: Usage of mobile TV services, by age range
- Figure 17: Usage of mobile TV services, by country
- Figure 18: Usage of mobile TV services, by gender
- Figure 19: Number of shows, films and other videos consumed via mobile TV
per month, by age range
- Figure 20: Number of shows, films and other videos consumed via mobile TV
per month, by country
- Figure 21: Number of shows, films and other videos consumed via mobile TV
per month, by subscription and phone type
- Figure 22: Number of shows, films and other videos consumed via mobile TV
per month, by gender
- Figure 23: Usage of mobile VoD services, by age range
- Figure 24: Usage of mobile VoD services, by country
- Figure 25: Usage of mobile VoD services, by gender
- Figure 26: Number of video clips consumed per month, by age range
- Figure 27: Number of video clips consumed per month, by country
- Figure 28: Number of video clips consumed per month, by subscription type
- Figure 29: Number of video clips consumed per month, by gender
- Figure 30: Usage of mobile music services, by age range
- Figure 31: Usage of mobile music services, by country
- Figure 32: Usage of mobile music services, by gender
- Figure 33: Average number of songs downloaded to handsets directly (not
sideloaded) per month, by age range
- Figure 34: Average number of songs downloaded to handsets directly (not
sideloaded) per month, by country
- Figure 35: Average number of songs downloaded to handsets directly (not
sideloaded) per month, by subscription and phone type
- Figure 36: Average number of songs downloaded to handsets directly (not
sideloaded) per month, by gender
- Figure 37: Usage of mobile games, by age range
- Figure 38: Usage of mobile games, by country
- Figure 39: Usage of mobile games, by gender
- Figure 40: Usage of mobile Internet services, by age range
- Figure 41: Usage of mobile Internet services, by country
- Figure 42: Usage of mobile Internet services, by gender
- Figure 43: Average number of hours spent using mobile Internet services
per week, by age range
- Figure 44: Average number of hours spent using mobile Internet services
per week, by country
- Figure 45: Average number of hours spent using mobile Internet services
per week, by subscription and phone type
- Figure 46: Average number of hours spent using mobile Internet services
per week, by gender
- Figure 47: Usage of mobile application stores, by age range
- Figure 48: Usage of mobile application stores, by country
- Figure 49: Usage of mobile application stores, by gender
- Figure 50: Factors that deter consumers from using mobile media services
- Figures 51a - b: Factors that deter consumers from using mobile media
services, by age range
- Figure 52: Factors that deter consumers from using mobile media services,
by country
- Figure 53: Factors that deter consumers from using mobile media services,
by subscription and phone type
- Figure 54: Factors that deter consumers from using mobile media services,
by gender
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