聯網消費者調查(2012年) 是由出版商Analysys Mason在2011年12月所出版的。
這份英文市場調查報告書價格從美金7999起跳。
2012年對通訊產業來說是有意思的一年。連結設備和智慧型手機的普及率高漲，服務利用產生明顯的變化。以及通訊業者，供應商，OTT經營者的電力資產也產生變化，OTT經營者和通訊業者之間的聯盟的數量開始增加，2010年的途徑明顯變化。
本報告提供Analysys Mason公司的消費者調查結果，美國及歐洲的主要國家的消費者的各種通訊服務及設備的使用趨勢·行動分析等彙整，為您概述為以下內容。
調查內容
- 丹麥·法國·德國·波蘭·西班牙·英國·美國的Analysys Mason的消費者調查的主要調查結果
- 消費者的通訊媒體的支出趨勢，設備普及率，所有趨勢相關考察
- 消費者的滿意度相關調查結果為基礎，固定·行動寬頻服務的行銷相關策略性建議
- 消費者的固定·行動語音加入契約和終端購買的計劃相關資訊
- 漫遊行動詳細內容:國內及漫遊時的SMS·語音·資訊服務的相對使用的角度
- 收費電視客戶的滿意度和非契約者不感興趣的理由分析
Abstract
Our consumer survey for this year yields some surprising results, such as
intentions for reversed fixed - mobile substitution, as well as many
consumers' disinterest in purchasing a smartphone.
2012 is set to be an interesting year in the telecoms industry. The increased
penetration of connected devices and smartphones has reached a point where it
is driving noticeable changes in service usage. Also, the balance of power
between operators, vendors and over-the-top (OTT) players continues to waver;
an increasing number of alliances are beginning to form between OTT players
and operators, which marks a change of approach in comparison with 2010.
Our consumer survey for this year yields some surprising results, such as
intentions for reversed fixed - mobile substitution, as well as many
consumers' disinterest in purchasing a smartphone. The survey also offers
fresh statistics that confirm some well-known ongoing trends, such as the
increasing usage of mobile VoIP.
This Survey Report provides:
- headline results from Analysys Mason's consumer survey across Denmark,
France, Germany, Poland, Spain, the UK and the USA
- insight into how consumers are spending their telecoms and media day, as
well as device penetration and ownership
- strategic advice for marketing fixed and mobile broadband services, based
on survey findings related to consumer satisfaction with these services
- information about consumers' plans for their fixed and mobile voice
subscriptions, as well as handset purchasing plans
- broad details of roaming behaviour in terms of relative usage of SMS,
voice and data services domestically and when roaming
- an analysis of pay-TV customer satisfaction levels and reasons for
non-subscribers' disinterest in such services.
Figure 28: Handset owners - understanding of
their mobile network generation, by handset type
[Source: Analysys Mason, 2011] 1
1 Question: “Which of the following personal devices do you own or use > mobile phone >
network generation”; n = 7140.
Author Bio
Martin Scott, Principal Analyst
Martin leads Analysys Mason's Fixed Broadband research programme. His primary
areas of specialisation include fixed broadband retail pricing and bundling,
and customer satisfaction and consumer-facing marketing strategy.
About Analysys Mason
Analysys Mason's approach is based on a simple but powerful idea: applied
intelligence.
By harnessing our collective knowledge, we can solve real-world problems and
deliver tangible benefits for our customers.
Analysys Mason has supported clients in more than 100 countries around the
world, providing unique and specialist knowledge on all issues that relate to
the telecoms, media and technology (TMT) sectors.
Report Statistics
- Publication Date: 14 December 2011
- Total Number of Slides: 52
- Formats: PPT; Excel
Table of Contents
- 5. Executive summary
- 6. Executive summary
- 7. Recommendations
- 8. Recommendations [1]
- 9. Recommendations [2]
- 10. Introduction
- 11. Introduction
- 12. Denmark
- 13. France
- 14. Germany
- 15. Poland
- 16. Spain
- 17. UK
- 18. USA
- 19. Results
- 20. Results: Devices, consumers' time and the evolving connected
consumer
- 21. Service providers still hold a lot of power: the amount of time that
consumers spend connected is increasing
- 22. The increasing penetration rate of connected devices will drive change
in consumers - service usage
- 23. Tariff reductions have countered the increasing complexity of
connectivity and, as a result, reduced the need for multiple SIMs
- 24. Results: Mobile broadband - primarily an additive service and churn
continues to be an issue
- 25. Customers are in little doubt that fixed broadband is superior to
mobile broadband
- 26. Mobile broadband is complementary to fixed broadband in Western
markets, and this is unlikely to change
- 27. Service providers are struggling to retain mobile broadband customers
- 28. Results: Fixed broadband - customer retention is tied to quality of
experience
- 29. Consumers reward a high fixed broadband quality of experience and are
becoming more likely to abandon unsatisfactory providers
- 30. The most important factor for fixed broadband is not speed,
reliability or even price - it is customer service
- 31. Customers are loyal to fixed broadband services, but not necessarily
to their fixed service provider
- 32. Customer priorities change throughout their - customer lifetime - ,
and the relative importance of price and access speed is also shifting
- 33. Results: Voice - call volume substitution and cannibalisation are
not one-directional
- 34. The general assumption is that fixed voice will migrate to mobile, but
the market dynamics are not that simple
- 35. Longer contracts may have had only a short-term effect on mobile
handset churn rates
- 36. Is the mobile voice market at risk of cannibalisation from OTT players
and, if so, what should MNOs do?
- 37. More than 67% of mobile users take their handset abroad, but usage
will change significantly as roaming tariffs decline towards national rates
- 38. Results: Mobile content and devices - focus on selling the
underlying data connectivity
- 39. A large percentage of consumers are confused about network generations
and must be educated about the benefits of LTE and 4G
- 40. Almost half of non-smartphone users do not feel that they have a
motivation to upgrade to a smartphone
- 41. Operators should use mobile content and apps to encourage adoption of
mobile data services - any direct revenue is merely an added bonus
- 42. Results: TV and video consumption - no easy targets for new
business, despite market evolution
- 43. OTT services are unlikely to change the pay-TV market
- 44. Video viewing habits on tablets differ from those on TV sets or PCs
- 45. The challenge of gaining new pay-TV customers: there is no - low-hanging fruit
- 46. Methodology
- 47. Methodology
- 48. About the author and Analysys Mason
- 49. About the author
- 50. About Analysys Mason
- 51. Research from Analysys Mason
- 52. Consulting from Analysys Mason
List of figures
- Figure 1: Selected statistics from the Connected Consumer Survey 2012
- Figure 2: Survey respondents - demographic data: Denmark
- Figure 3: Survey respondents - demographic data: France
- Figure 4: Survey respondents - demographic data: Germany
- Figure 5: Survey respondents - demographic data: Poland
- Figure 6: Survey respondents - demographic data: Spain
- Figure 7: Survey respondents - demographic data: UK
- Figure 8: Survey respondents - demographic data: USA
- Figure 9: Average hours of telecoms and media exposure per day, by
activity and country
- Figure 10: Device ownership by device type
- Figure 11: Number of SIMs owned per consumer, by country
- Figure 12: Consumer perception of fixed and mobile broadband services,
Europe and the USA
- Figure 13: Consumer perception of fixed and mobile broadband services,
Denmark
- Figure 14: Breakdown of mobile broadband users by fixed broadband ownership
- Figure 15: Future plans for fixed and mobile broadband, by type of
broadband to which currently subscribed
- Figure 16: Percentage of subscribers that would like to change service
provider in the next six months, by country and service
- Figure 17: Intention to change service provider within the next six
months, by overall fixed broadband customer satisfaction, Europe
- Figure 18: Metrics on aspects of fixed broadband customer satisfaction,
Europe and the USA
- Figure 19: Percentage of fixed broadband decision makers that want to
change service provider, by country
- Figure 20: Aspects of fixed broadband service that are most likely to
attract consumers to their next broadband package, by gender,
- Figure 21: Mobile voice traffic as a percentage of total outgoing voice
traffic, by country, 2011
- Figure 22: Intentions of voice service users, by country
- Figure 23: Percentage of mobile voice service users that want to change
service provider, by country, 2009 - 2011
- Figure 24: Statistics related to the use of software and mobile VoIP from
the Connected Consumer Survey 2012
- Figure 25: Consumer mobile voice usage when roaming
- Figure 26: Consumer mobile data usage when roaming
- Figure 27: Consumer mobile messaging usage when roaming
- Figure 28: Handset owners - understanding of their mobile network
generation, by handset type
- Figure 29: Mobile voice service users - propensity to buy a smartphone as
their next handset purchase, by current handset type
- Figure 30: Mobile users - usage of services and apps, by handset type
- Figure 31: Mobile handset content and apps revenue by app type, and
operator share of content revenue, Europe, 2011 - 2016
- Figure 32: Intention to change pay-TV provider within the next six months,
by access technology
- Figure 33: Reasons why pay-TV subscribers intend to leave their current
service provider
- Figure 34: Consumption of video content by delivery method and device type
- Figure 35: Reasons given by respondents for not taking pay-TV services and
pay-TV penetration rate, by country
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