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市場調查報告書

消費者智慧型手機的利用:OTT通訊服務

Consumer Smartphone Usage 2014: OTT Communication Services

出版商 Analysys Mason 商品編碼 300635
出版日期 內容資訊 英文 PPT and PDF (48 slides); Excel
商品交期: 最快1-2個工作天內
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消費者智慧型手機的利用:OTT通訊服務 Consumer Smartphone Usage 2014: OTT Communication Services
出版日期: 2014年04月24日 內容資訊: 英文 PPT and PDF (48 slides); Excel
簡介

在許多國家IP訊息服務在普及率這個方面都在與社群網路服務競爭,對傳統型訊息服務具有潛在性的劇烈影響。歐洲西班牙、荷蘭、以及目前的德國WhatsApp Messenger都在畫出穩定的引進曲線,90%的小組成員正在利用中。

本報告提供2013年8月中旬到10月末這期間,法國,德國,英國及美國的消費者智慧型手機的利用調查分析,以IP通訊服務的利用為焦點,提供其與傳統型語音及訊息服務之間的關聯分析,並彙整智慧型手機是否造成通訊習慣漸漸改變等分析,為您概述為以下內容。

摘要整理

  • IP訊息服務急速成長,德國公佈引進後英國也正在跟進
  • 在用戶參與方面,WhatsApp及「社群通訊」應用程式正在對抗Facebook
  • IP通訊應用程式僅管普及率高,要代替傳統服務的全方位服務仍然不足

建議

  • 建議1
  • 建議2

複數的通訊服務在智慧型手機上共存

  • 因為在智慧型手機上「通訊」所花費的時間增多,娛樂在表面上便相對減少
  • 智慧型手機正在加入各種通訊服務競爭,傳統服務為了吸引用戶注意也需要競爭
  • 利用一天的定時追蹤來闡明不同通訊服務的特徵

通訊應用程式利用分析

  • IP訊息服務正在德國獲得莫大成功,在其他國家也確立其穩固地位
  • WhatsApp在許多國家建立其大眾市場的地位,並挑戰Facebook的帝王地位
  • 英國引進WhatsApp Messenger沿續德國,荷蘭及西班牙同樣的軌跡
  • Skype受惠於其多服務命題但語音·影音服務受限於利基使用事例
  • 僅管有Apple的iMessage,IOS用戶和Andorid用戶一樣有使用替代訊息服務的傾向
  • IP通訊普及率高的國家使用複數APP的傾向也高
  • WhatsApp在用戶互動上對抗Facebook,並比Facebook的聊天應用程式都出色
  • WhatsApp在高頻率使用上展現出潛力,更進一步提升其身為平台的吸引力
  • 年輕人高度使用熱門的通訊應用程式,但VoIP服務上卻沒有這個傾向
  • 提升SMS/MMS用戶體驗的APP雖然在美國已然確立,但歐洲則走向IP通訊應用程式模式
  • 語音信箱服務有19%的小組成員使用,幾乎都是使用業者提供的APP
  • 調查中包含了無數的「Telco OTT」計劃、BT SmartTalk、TU Go及Libon,joyn在德國尚未建立其地位

藉由替代了傳統服務,影響定量化

  • 手機業者引進通訊應用程式造成的影響各不相同,業者的市場部門最明確的是英國
  • 41%IP通訊用戶比起SMS/MMS便偏好使用該服務,但僅有少數用戶完全取代使用
  • SMS/MMS雖然在法國及美國保有其主要訊息服務的地位,但英國的年輕用戶則轉換使用
  • SMS利用量依然是IP通訊應用程式用戶比非用戶多
  • VoIP服務對大部分用戶而言僅有少數人利用
  • 部分VoIP服務在美國小組成員及英國年輕人間使用率高
  • 語音利用量上,VoIP應用程式用戶比非用戶高,替代傾向正在發展中
  • 國際漫遊是VoIP服務的主要使用案例,小組成員的態度顯示出他們尚末意識到這個威脅

調查手法和定義

關於著者和Analysys Mason

  • 關於作者
  • 關於Analysys Mason
  • Analysys Mason的調查
  • Analysys Mason的諮詢

圖表清單

目錄

Leading messaging app WhatsApp Messenger has a very high daily average usage (18.3 minutes), higher than Facebook's industry benchmark (18.1 minutes and a penetration of 78%).

In some countries, IP messaging services are rivalling social networking services in terms of penetration with a potentially dramatic impact on legacy messaging services. European observers have witnessed strong adoption curves for WhatsApp Messenger in Spain and the Netherlands, and now in Germany, where 90% of our panellists used it.

This report analyses the smartphone usage of consumers in France, Germany, the UK and the USA between mid-August and the end of October 2013. The analysis is based on data provided by Nielsen, using an on-device monitoring app developed by Arbitron Mobile. The report focuses specifically on the use of IP communication services and their relationship with traditional voice and messaging services. The main objective of the report is to understand how smartphones are changing communication habits.


It answers the following key questions and provides recommendations for operators and vendors.

  • How is the relationship between consumers and smartphones evolving with respect to core communication features?
  • How significant is the substitution effect of IP messaging and VoIP services on traditional voice and messaging?
  • What demographic factors account for the significant difference between IP messaging take-up in different countries?

The event-level data allows us to produce in-depth analysis of information including:

  • foreground app usage (‘face time')
  • data traffic (cellular and Wi-Fi)
  • location (home, away and travelling)
  • voice and SMS usage.

GEOGRAPHICAL COVERAGE

Data is provided for the following individual countries:

  • France
  • Germany
  • UK
  • USA.

The following companies are mentioned in this report.

  • Apple
  • AT&T
  • Bouygues
  • BT
  • EE
  • E-Plus
  • Facebook
  • Free Mobile
  • Google
  • Kik
  • LINE
  • Orange
  • Samsung
  • SFR
  • Skype
  • Snapchat
  • Tango
  • Telefónica (O2)
  • Three
  • T-Mobile
  • Twitter
  • Verizon
  • Viber
  • Vodafone
  • WeChat
  • WhatsApp
  • Yahoo!

ABOUT THE AUTHORS

Stephen Sale (Principal Analyst) is the lead analyst for Analysys Mason's Mobile Services and Next-Generation Services research programmes. His primary areas of specialisation include next-generation communication services, over-the-top (OTT) player strategies and mobile pricing. He also has extensive experience in analysing mobile operator strategies and forecasting mobile service markets. Before joining Analysys Mason in 2004, Stephen worked in the industry on areas that include VoIP, next-generation service architecture and broadband access. has a degree in economics and an interdisciplinary MRes from the University of London.

Martin Scott (Practice Head, Consumer Services Research) is the head of Analysys Mason's Consumer Services research practice, which constitutes the Fixed Broadband and Multi-Play, Next-Generation Services, Mobile Services, Mobile Devices and Digital Economy research programmes. He also leads the Fixed Broadband and Multi-Play research programme. His primary areas of specialisation include the bundling and pricing of multi-play services, including quadruple-play bundling, customer satisfaction and consumer-facing marketing strategy. He specialises in statistics, surveys and the analysis of primary research; he co-ordinates Analysys Mason's Connected Consumer and Consumer smartphone usage series of research.

Martin has produced analysis for Analysys Mason, and for individual clients, related to many different aspects of telecoms and media, not limited to: fixed-mobile bundling strategies; customer retention and satisfaction (churn reduction) strategies; pricing; market segmentation; consumer demand for present and next-generation services; and the business case for value-added services such as streaming music. Martin has a Master's degree in Mathematics from Oxford University.

Table of Contents

  • 7. Executive summary
  • 8. Executive summary: IP messaging services are growing rapidly; they have achieved mass adoption in Germany, and the UK is set to follow
  • 9. Executive summary: WhatsApp and the ‘social messaging' apps are rivalling Facebook in terms of user engagement
  • 10. Executive summary: Full service substitution of legacy services remains rare despite high penetration levels of IP communications apps
  • 11. Recommendations
  • 12. Recommendations [1]
  • 13. Recommendations [2]
  • 14. Multiple communication services co-exist on smartphones
  • 15. The amount of time spent ‘communicating' on smartphones is increasing but has diminished in relative terms as entertainment comes to the fore
  • 16. Smartphones are bringing a variety of communication services into competition; legacy services must compete for users' attention
  • 17. Tracking usage by time of day highlights the various characteristics of different communication services
  • 18. Analysis of communications app usage
  • 19. IP messaging services have been very successful in Germany and are establishing a strong position in other countries
  • 20. WhatsApp has achieved mass-market status in some countries and is challenging the dominance of Facebook
  • 21. WhatsApp Messenger adoption in the UK is following the same trajectory as in Germany, the Netherlands and Spain
  • 22. Skype benefits from its multiservice proposition, but voice and video services remain limited to niche use cases
  • 23. Despite the availability of Apple's iMessage, iOS users are almost as likely to use alternative messaging services as Android users
  • 24. Countries with higher levels of IP messaging penetration also show higher usage of multiple apps
  • 25. WhatsApp rivals Facebook for user engagement and far outperforms Facebook's own Messenger app
  • 26. WhatsApp also demonstrates its potential for very frequent usage, further enhancing its appeal as a platform
  • 27. Usage of popular messaging apps is higher among younger users; this tends not to be the case for VoIP services
  • 28. Apps that enhance the SMS/MMS user experience are well established in the USA, but are probably losing out to IP messaging apps in Europe
  • 29. Voicemail services were used by 19% of panellists, and most used an app provided by their operator
  • 30. A number of ‘telco OTT' initiatives registered in the study, notably BT SmartTalk, TU Go and Libon; joyn had yet to gain momentum in Germany
  • 31. Quantifying the impact of substitution on legacy services
  • 32. Mobile operators are not equally affected by communications app adoption; the clearest market segmentation by operator is in the UK
  • 33. 41% of users of IP messaging services used these more than SMS/MMS, but full substitution was limited to a small number of users
  • 34. SMS/MMS retains its position as the primary messaging service in France and the USA, but is being displaced among younger users in the UK
  • 35. SMS usage volumes remain higher for users of IP messaging apps than for non-users
  • 36. VoIP services are limited to marginal use cases for most users
  • 37. Proportional usage of VoIP services is highest among US panellists and youngsters in the UK
  • 38. Voice volumes are also higher for users of VoIP apps than for non-users, but substitution is likely to be occurring
  • 39. International roaming has been a strong use case for VoIP services, but panellist behaviour suggests that this threat has remained unrealised
  • 40. Methodology and definitions
  • 41. Methodology and definitions [1]
  • 42. Methodology and definitions [2]
  • 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: Penetration of social networking and communications apps (excluding email), by country
  • Figure 2: Penetration of IP message apps, by age and country
  • Figure 3: Average daily usage of selected communications and social networking apps
  • Figure 4: Time spent using IP messaging apps as a proportion of overall time spent using messaging services (including SMS/MMS)
  • Figure 5: Average time per day spent using various functions and apps on smartphones, 2011
  • Figure 6: Average time per day spent using various functions and apps on smartphones, 2013
  • Figure 7: Penetration rates of various communication services, 2011 and 2013
  • Figure 8: Time of day during which the panel initiated different smartphone communication activities, as a percentage of daily instances, USA
  • Figure 9: Penetration of social networking and communications apps (excluding email), by country
  • Figure 10: Penetration of IP communications apps (excluding email), by age and country
  • Figure 11: Penetration of top-ten communications and social networking add-on apps, by country
  • Figure 12: Active users of selected messaging apps, by age and country
  • Figure 13: Active users of Skype, by age and country
  • Figure 14: Active users of selected voice and video services, by age and country
  • Figure 15: Active users of FaceTime on iOS devices, by age and country
  • Figure 16: Active users of selected IP messaging apps, by OS
  • Figure 17: Active users of selected communications apps, by device type
  • Figure 18: Usage of multiple messaging apps and penetration of IP messaging apps, by country
  • Figure 19: Average daily usage of selected communications and social networking apps
  • Figure 20: Percentage of panellists who use selected communications apps on a daily basis, and app penetration, by country
  • Figure 21: Average minutes of use per day for selected communications apps, by age
  • Figure 22: Penetration and daily average usage of the top-five SMS/MMS apps
  • Figure 23: Penetration of voicemail platforms and apps (does not include native iOS visual voicemail), by age and country
  • Figure 24: Penetration and daily average usage of the top-five voicemail platforms and apps
  • Figure 25: Penetration and daily average usage of selected operator communication services
  • Figure 26: Penetration of IP messaging services, by network operator and country
  • Figure 27: Penetration of VoIP services, by network operator and country
  • Figure 28: Time spent using IP messaging apps as a proportion of overall time spent using messaging services (including SMS/MMS)
  • Figure 29: Time spent using IP messaging apps as a proportion of overall time spent using messaging services (including SMS/MMS), by age and country
  • Figure 30: Average SMS/MMS usage for users and non-users of IP messaging apps, by age and country
  • Figure 31: Time spent using VoIP apps as a proportion of overall time spent using voice services
  • Figure 32: Time spent using VoIP apps as a proportion of overall time spent using voice services, by age and country
  • Figure 33: Average voice usage for users and non-users of VoIP apps, by age and country
  • Figure 34: Distribution of panellists according to whether they travelled abroad and whether they used VoIP services, Europe
  • Figure 35: Panellists' gender, by country of observation
  • Figure 36: Panellists' age, by country of observation
  • Figure 37: Panellists' handset OS, by country of observation
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