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市場調查報告書

中東、非洲的平板電腦調查:連接、利用的把握

Tablet Survey in the Middle East and Africa 2013: Understanding Connectivity and Usage

出版商 Analysys Mason 商品編碼 294998
出版日期 內容資訊 英文 PPT and PDF (31 slides); Excel
商品交期: 最快1-2個工作天內
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中東、非洲的平板電腦調查:連接、利用的把握 Tablet Survey in the Middle East and Africa 2013: Understanding Connectivity and Usage
出版日期: 2014年02月05日 內容資訊: 英文 PPT and PDF (31 slides); Excel
簡介

合理價格的平板電腦模式的投入,促進中東、非洲的平板電腦的普及,還有帶來某種程度的用戶喜歡平板電腦,而減少PC花費時間這樣的結果。

本報告以中東、非洲3個國家的18歲以上平板電腦用戶3,677人的調查結果為基礎,提供平板電腦上的應用程式利用頻率、引進率、用戶對「移動中」的平板電腦利用、連接趨勢的評估等分析、各國資料彙整,為您概述為以下內容。

主要的調查內容

  • 平板電腦連接(Wi-Fi、行動電話)的分析及行動電話連接的障礙
  • 平板電腦應用程式的利用頻率、引進率,因連接類型所受影響
  • 擁有多設備的概要及該生態系統對購買應用的影響
  • 業者的建議
    • 促進行動電話連接
    • 刺激內容消費
  • 用戶對「移動中」的平板電腦利用、連接趨勢的評估
  • PC、行動電話的應用利用的影響摘要

調查對象地區:各國的資料

  • 沙烏地阿拉伯
  • 南非
  • UAE
目錄

The introduction of affordable tablet models is helping to increase their popularity in the Middle East and Africa, and is resulting in some users spending a decreasing amount of time on PCs.

The tablet market represents a growing opportunity for operators in the Middle East and Africa (MEA) to increase mobile data revenue. It is important for operators to understand the key obstacles to cellular connectivity take-up on tablets in the region, and build a clear picture of app usage and purchasing patterns, in order to inform their strategies in this market.


This Viewpoint provides the following information for Saudi Arabia, South Africa and UAE:

  • analysis of tablet connectivity (Wi-Fi and cellular) and obstacles to cellular connectivity
  • frequency of usage and adoption rates for apps on tablets and how they are influenced by the type of connectivity
  • an overview of multi-device ownership and the impact that this ecosystem has on app purchasing
  • recommendations for operators on:
    • driving cellular connectivity
    • stimulating content consumption
  • an assessment of tablet usage and connectivity trends while users are 'on the move'
  • a summary of the impact of tablets on app usage on PCs and mobile phones.

SURVEY DATA COVERAGE:

The survey group consisted of 3677 tablet users across 3 countries, aged 18 and over. Respondents were selected from, and recruited to, On Device Research's tablet survey panel until nationally representative quotas (set by us) for tablet ownership by gender, age range and the OS of the device were reached. Quotas were designed such that, for each country, we had a sufficient number of respondents of each quota to be demographically representative of a 750-respondent-per-country panel. Respondents were asked to complete a 10-minute questionnaire on the device. Questions took the form of yes/no, multiple choice and simple scales.

GEOGRAPHICAL COVERAGE:

Data is provided for the following individual countries:

  • Saudi Arabia
  • South Africa
  • UAE

ABOUT THE AUTHORS:

Karim Yaici (Analyst) leads Analysys Mason's The Middle East and Africa regional research programme. His primary areas of specialisation include operator strategies, telecoms market developments and consumer trends in growth markets. Prior to joining Analysys Mason, Karim was an associate analyst at Informa Telecoms & Media, where he authored reports on mobile accessories and mobile applications. Prior to that, he worked as a research engineer in the Centre for Communication Systems Research (CCSR) and Vodafone. Karim holds an MSc in Information Systems Management from the University of Southampton and a PhD in human-computer interaction from the University of Surrey.

Ronan de Renesse (Principal Analyst) is the lead analyst for Analysys Mason's Mobile Devices and Digital Economy research programmes. His primary areas of specialisation include smartphone and tablet adoption, rich media applications and services on mobile, mobile content and data monetisation, and over-the-top (OTT) company strategies. Ronan has been analysing the telecoms and media industry since 2003. Prior to joining Analysys Mason, Ronan was a Senior Analyst and the Head of Mobile at IHS Screen Digest, where he had overall responsibility for the Mobile Media Intelligence service and all related activities. For the past 5 years, Ronan has led the conception and development of various mobile media and technology forecasts, including those for mobile applications, mobile broadband and smartphones. Ronan has also written thought-leadership reports on Facebook and Google's mobile strategies, and participated in the production of Analysys Mason's key primary research projects such as the Connected Consumer, Tablet survey and Consumer smartphone usage report series. Before becoming an industry analyst, Ronan was an academic researcher at the Centre for Telecommunications Research at King's College London. He had numerous articles published in international technology journals and also gave various presentations at high-profile conferences. Ronan holds a PhD in Telecommunications from King's College London. He has also participated on the GSMA Global Mobile Awards judging panel.

Table of Contents

  • Executive summary
  • Recommendations
  • Introduction and methodology: tablet users in MEA
  • Tablet connectivity trends in MEA
  • Tablet app usage and purchasing trends in MEA
  • Impact of connectivity and device type on app usage
  • About the authors and Analysys Mason
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