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市場調查報告書

聯網消費者調查

The Connected Consumer Survey 2015

出版商 Analysys Mason 商品編碼 228085
出版日期 內容資訊 英文 49 Slides
商品交期: 最快1-2個工作天內
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聯網消費者調查 The Connected Consumer Survey 2015
出版日期: 2014年12月23日 內容資訊: 英文 49 Slides
簡介

本報告基於全球主要15個國家消費者調查結果,彙整消費者的通訊服務,媒體,設備的使用趨勢·行為分析等資料。

調查對象國家

  • 法國
  • 德國
  • 印尼
  • 馬來西亞
  • 摩洛哥
  • 波蘭
  • 卡達
  • 沙烏地阿拉伯
  • 南非
  • 韓國
  • 西班牙
  • 土耳其
  • UAE
  • 英國
  • 美國

摘要整理

  • 擁有高NPS(淨推薦值)的行動通訊業者多是小規模的後期加入業者或MVNO
  • 調查對象的OTT視訊使用者一人平均使用3種裝置,並主張支援複數設備的需求
  • 通訊應用程式最是受歡迎的OTT通訊應用程式

維持行動客戶

  • 歐洲·美國價格是解約的最大因素,但中東、非洲、亞太地區也重視其他要素
  • 資料是選擇下一個服務時日益受到重視的要素,但所有年齡層中還是價格最為重要
  • 最佳覆蓋範圍的經營者雖然擁有比其他業者更高的NPS,但覆蓋範圍相同的情況下,競爭對手NPS更高
  • 後付款契約客戶雖然很少短期解約,但卻是未來解約的風險因子

維持固定寬頻的客戶

  • 固定寬頻服務的解約主要要素是價格,但速度·可靠性·成本績效也一樣受重視
  • 青年人重視速度,對價格的堅持較熟年層低
  • 擁有高NPS的經營者即使固定寬頻也好

收費電視·OTT視訊

  • 消費者平均使用三種設備來視聽視訊·無間斷多螢幕輩受期待
  • 由於消費者連接TV來視聽內容,收費TV業者應提供 STB的OTT影片點閱
  • 正在引進OTT視訊與一般收費電視服務
  • 解約方面,比起內容的充實度,價格更受重視,加入時的服務也很重要

OTT通訊服務

  • 終端最廣泛利用的OTT通訊服務是通訊,視訊通訊應用程式比VoIP更被大量利用
  • OTT語音&通訊應用程式的暢銷度:各個國家雖然有複數的APP,但沒什麼獨佔複數市場之物
  • 許多國家無限SMS訊息雖然成了OTT通訊普及的障礙,但SMS整體數量正在減少,其他

數位經濟

  • iPhone用戶和其他智慧型手機用戶相比,購買行動電話的趨勢更強
  • 特別是亞太地區,南非,透過通訊業者的行動金融服務有增加的趨勢

操作面板資訊·調查手法

關於著者·Analysys Mason

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目錄

The survey questionnaire consisted of 142 questions covering consumers' changing telecoms and media habits, their device ownership, connectivity options and future plans.

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Analysys Mason's Connected Consumer Survey is a multi-year study that tracks and measures consumers' changing telecoms and media habits, device ownership, connectivity options and future plans.

This report presents selected data from the survey conducted in July and August 2014 in 15 countries in Africa, Asia, Europe, the Middle East and North America.


This report provides:

  • recommendations for how mobile operators can improve customer retention - what are the drivers of churn and what attracts customers to a new deal?
  • a detailed discussion about whether fixed-mobile convergent bundles improve customer retention
  • information on the impact of unlimited minutes or SMS bundles on OTT voice and messaging
  • a view on the relationship between OTT video and pay TV, including whether the role of pay-TV providers changes as OTT becomes more popular
  • an assessment of whether mobile money services have been successful, and which segments of the population might use them.

Survey data coverage

The research was conducted on the most-appropriate devices for the region. The panel in Europe and the USA was designed to be demographically representative of the broader online consumer population, and the panels in Africa, the Middle East and Asia were designed to be representative of the mobile-Internet-using population - we set quotas on age, gender and employment status to that effect. We conducted the survey with a minimum of 1000 respondents in each of the countries that we covered. The total sample size was 22 174 respondents.

Geographical coverage

  • France
  • Germany
  • Indonesia
  • Malaysia
  • Morocco
  • Poland
  • Qatar
  • Saudi Arabia
  • South Africa
  • South Korea
  • Spain
  • Turkey
  • UAE
  • UK
  • USA

Table of Contents

  • 7.Executive summary
  • 8.The mobile operators with the highest Net Promoter Score were often smaller late-entrant operators or MVNOs
  • 9.OTT video consumers in our panel used an average of three device types to view content, emphasising the need for multi-device support
  • 10.Messaging apps are the most popular OTT communications apps, because they are easy to use and involve minimal data consumption
  • 11.Mobile customer retention
  • 12.Price continues to be the key driver of churn in Europe and the USA, but other factors are relevant in the Middle East and Africa and Asia--Pacific
  • 13.Data is increasingly important to customers when choosing their next service, but price is still the most important factor for all age groups
  • 14.Operators with the best coverage have higher NPS than competitors, but where all operators have good coverage, challengers have higher NPS
  • 15.Postpaid customers are less likely to churn in the short term, but they may become a future churn risk
  • 16.Fixed broadband customer retention
  • 17.Price is the top driver of churn from fixed broadband services, but speed, reliability and value for money are also important
  • 18.Younger people prioritise speed and are less price-sensitive than older people when selecting their fixed broadband service
  • 19.Providers with a high NPS for mobile also scored well for fixed broadband
  • 20.Bundles limit respondents intention to churn: Adding mobile to a bundle reduces churn in some situations
  • 21.Pay TV and OTT video
  • 22.Consumers now watch video on an average of three device types and seamless multi-screen is an expectation
  • 23.Pay-TV operators should offer access to OTT video on their set-top boxes, because consumers are plugging devices into TVs to view this content
  • 24.OTT video is usually adopted alongside pay-TV services
  • 25.Price was a more important driver of intention to churn than choice of content, and introductory offers were also significant
  • 26.OTT communication services
  • 27.Messaging was the most widely used OTT communication service on handsets, and video communication apps were used more than VoIP
  • 28.OTT voice and messaging apps are popular -- multiple apps co-exist in individual countries, but few manage to be strong across multiple markets
  • 29.Unlimited SMS messages appear to have restricted OTT messaging penetration in some countries, but overall SMS volumes are decreasing
  • 30.In countries that do not have large communities of immigrants, VoIP is not providing a compelling reason to convert usage from voice minutes
  • 31.The digital economy
  • 32.iPhone users were more likely than non-Apple smartphone users to make purchases using their mobile phones
  • 33.Operator-led mobile money services are gaining traction, particularly in countries in the Asia--Pacific region and South Africa
  • 34.Panel information and methodology
  • 35.Methodology
  • 36.Panel information: France and Germany
  • 37.Panel information: Indonesia and Malaysia
  • 38.Panel information: Qatar and Saudi Arabia
  • 39.Panel information: South Africa and South Korea
  • 40.Panel information: Spain and Turkey
  • 41.Panel information: UAE and UK
  • 42.Panel information: USA
  • 43.About the authors and Analysys Mason
  • 44.About the authors
  • 45.About Analysys Mason
  • 46.Research from Analysys Mason
  • 47.Consulting from Analysys Mason

List of figures

  • Figure 1: Key questions covered in our Connected Consumer Survey 2015
  • Figure 2: Geographical coverage of our Connected Consumer Survey 2015
  • Figure 3: Key figures from the Connected Consumer Survey 2015
  • Figure 4: Reasons given by respondents for leaving their previous operator
  • Figure 5: The six most important factors in deciding the next mobile tariff, 2012 and 2014
  • Figure 6: Increased allowances by type that are important factors in deciding the next mobile tariff, by age group
  • Figure 7: Net Promoter Score for mobile operators by selected countries
  • Figure 8: Intention to churn by contract type, 2012 and 2014
  • Figure 9: Net Promoter Score by contract type, 2014
  • Figure 10: Reasons given by respondents who intended to change fixed broadband provider within 6 months
  • Figure 11: Criteria by which respondents intend to select their next fixed broadband service, by age
  • Figure 12: Net Promoter Score for fixed broadband providers by selected countries
  • Figure 13: Future (6-month) intentions for fixed broadband, by combination of services bought from the same provider
  • Figure 14: Intention to churn by bundle, with and without mobile
  • Figure 15: Device types used to access paid-for OTT video services, 2012 and 2014
  • Figure 16: Device types that respondents plug into their TV sets
  • Figure 17: Proportion of respondents with pay-TV or OTT services, or both, by selected country
  • Figure 18: Net Promoter Score by service provider in each country
  • Figure 19: OTT communication app usage by category on handsets
  • Figure 20: Penetration of selected VoIP and OTT messaging apps by country, Africa and Asia
  • Figure 21: Penetration of selected VoIP and OTT messaging apps by country, Europe and the USA
  • Figure 22: SMS allowance per month, by country
  • Figure 23: SMS volume sent per subscriber, by country, 2Q 2012--2Q 2014
  • Figure 24: Reasons stated by tablet and PC VoIP service users for not using VoIP services on handsets, 2012 and 2014
  • Figure 25: Smartphone users likelihood to purchase items using mobile devices, by device and item type
  • Figure 26: Penetration of mobile money services

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