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市場調查報告書

連網消費者調查:中東、北非

The Connected Consumer Survey 2015: The Middle East and North Africa

出版商 Analysys Mason 商品編碼 324244
出版日期 內容資訊 英文 42 Slides
商品交期: 最快1-2個工作天內
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連網消費者調查:中東、北非 The Connected Consumer Survey 2015: The Middle East and North Africa
出版日期: 2015年02月09日 內容資訊: 英文 42 Slides
簡介

本報告以摩洛哥、卡達、沙烏地阿拉伯以及UAE(阿拉伯聯合大公國)為實施連網消費者調查的對象,提供消費者通信習慣的變化、持有裝置、與通信供應商的關係、以及數位經濟服務的利用等分析內容如後。

實施摘要

數據收益化

  • LTE雖然在行動供應商滿足消費者需求與期待方面派上用場,收益化之路絕不簡單
  • 有72%的受訪者表示會用手機連Wi-Fi:主要理由是速度與降低花費
  • 主要使用手機上網的受訪者表示希望有更快的傳輸速度、Wi-Fi存取、較便宜的收費與更多有關的APP、其他

維持手機客戶

  • 電信商面臨高漲的流失危機,與其客戶之間的關係受到考驗,但仍有機會把握住客戶
  • 多重SIM卡與多重裝置的使用對客戶關係的分裂做出貢獻:1/3行動網路用戶受到影響
  • 半數受訪者與電信商至少締結2年契約、其他

OTT通訊與數位經濟

  • OTT公司所提出的企業挑戰,鼓勵了電信商對數位經濟的關注,並促其改善準備程度
  • 調查對像中多數的行動網路受訪者表示至少使用一種OTT服務,以進行訊息、語音或視訊通話
  • 電信商的訊息使用看起來將逐漸式微,因IP訊息服務將更向大眾市場主張MENA價值、其他

調查對像資訊與調查方法

  • 調查方法
  • 調查對像資訊:摩洛哥、卡達
  • 調查對像資訊:沙烏地阿拉伯、UAE

關於作者Analysys Mason

圖表清單

目錄

The handset-based questionnaire consists of 47 questions covering consumers' changing telecoms habits, their device ownership, their relationship with telecoms providers, usage of digital economy services.


This report presents selected data from Analysys Mason's Connected Consumer Survey 2015 conducted in July and August 2014 in Morocco, Qatar, Saudi Arabia and UAE.


This report provides:

  • recommendations for how mobile operators can improve customer retention by reducing churn risk
  • an insight into how mobile operators can improve data monetisation and what role LTE can play in this
  • information on which OTT messaging and voice services are popular in the Middle East and North Africa, and how can operators address this challenge
  • an assessment of which demographic groups are using mobile money services, and to what extend these services have been successful
  • an evaluation of which sectors should operators prioritise in their attempt to enter the digital economy.

Data coverage

The research was conducted on handsets. The Middle East and North Africa panel of respondents was designed to be demographically representative of mobile Internet 'mainstream' consumer population in each of the countries covered and we set quotas on age, gender and employment status. We conducted the survey with a minimum of 1000 respondents in each of the countries that we covered. The total sample size is 22 174 respondents, of which 8000 were from the four countries in the Middle East and North Africa.

Table of Contents

  • 5. Executive summary
  • 6. LTE may help operators to further monetise data, but they will also need to make their tariffs more appealing to consumers
  • 7. Mobile Internet users have high expectations of operators in terms of performance and pricing, and they own multiple SIMs and devices
  • 8. Operators have opportunities to defend against the competitive threats of digital economy players, but they will need to foster services innovation
  • 9. Recommendations
  • 10. Data monetisation
  • 11. LTE helps mobile operators to match consumer demands and expectations, but the path to monetisation is not easy
  • 12. 72% of respondents said that they use Wi-Fi regularly on mobile - the main reasons cited were speed and cost reduction
  • 13. Respondents who mainly use mobile to access the Internet want faster data speeds, access to Wi-Fi, cheaper tariffs and more relevant apps
  • 14. 29% of respondents claim to have 4G LTE, and they have higher data allowances than those on 3G, but some consumers are confused
  • 15. LTE speed helps boost data usage, but operators should provide a clear migration path to meet the needs of both low- and high-end users
  • 16. High data pricing remains an obstacle to unlocking the revenue potential of upgrading 3G handsets and prepaid customers to 4G in MENA
  • 21. Mobile customer retention
  • 22. Operators face challenges to their relationship with their customers which increases churn risk, but there are also opportunities to capitalise on them
  • 23. Multiple-SIM and multi-device usage may contribute to fragmentation of the customer relationship - a third of mobile Internet users are affected
  • 24. Half of respondents have been with their provider for at least 2 years
  • 25. Network performance and price directly and indirectly influence consumers' choice of provider and their next mobile tariff/contract
  • 26. 25% of respondents intend to change their handset within 6 months - handset sales channels potentially affect consumers' choice of operator
  • 27. OTT communications and the digital economy
  • 28. The challenge that OTT players are posing is encouraging operators to take an interest in the digital economy and improve their preparedness
  • 29. Most surveyed mobile Internet respondents use at least one type of OTT service for messaging, voice or video calling
  • 30. Operator messaging usage looks increasingly vulnerable as IP messaging services will become more mass market propositions in MENA
  • 31. Operators will be the dominant force in the voice market, but take-up of VoIP services will weaken their position in countries with immigrants
  • 32. Operator-led mobile services are mostly used for airtime top-ups, but operators are aiming to enable features that bring value to users
  • 37. Mobile payment for goods is low as operators struggle to offer a genuine alternative to banks, and are less trusted than digital companies in MENA
  • 38. Mobile health has great potential in MENA countries, but monetisation remains a challenge, while education is an emerging growth sector
  • 39. Panel information and methodology
  • 40. Methodology
  • 41. Panel information: Morocco and Qatar
  • 42. Panel information: Saudi Arabia and the UAE
  • 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: Countries covered individually in this report
  • Figure 2: Propensity of respondents to pay extra for 4G LTE services with a new phone contract
  • Figure 3: Length of time before planning to acquire a new phone, per country and per operator
  • Figure 4: Reported frequency of Wi-Fi usage on mobile phones
  • Figure 5: Primary reason for using Wi-Fi on mobile phones
  • Figure 6: Drivers that would encourage mobile Internet users to use the service more
  • Figure 7: Reported knowledge and usage of 4G LTE, by country
  • Figure 8: Data allowances for 3G and 4G subscriptions, MENA
  • Figure 9: Mobile Internet data usage by country
  • Figure 10: Mobile Internet data usage for 3G and 4G subscriptions, MENA
  • Figure 11: Propensity of respondents to pay extra for 4G LTE services with a new phone contract
  • Figure 12: Device ownership, by country
  • Figure 13: Number of SIMs per respondent, by country
  • Figure 14: Length of time with current provider, by country
  • Figure 15: Reasons given by respondents for leaving their previous operator
  • Figure 16: Selection criteria for current service provider as reported by respondents, by country
  • Figure 17: Length of time with current phone, by country
  • Figure 18: Length of time before planning to acquire a new phone, by country and operator
  • Figure 19: Spend on mobile devices, by country
  • Figure 20: Monthly spend on mobile services, by country
  • Figure 21: Evolution of the role of telecoms operators towards becoming digital economy player
  • Figure 22: OTT communication usage on handsets, by app type and country
  • Figure 23: Penetration of selected VoIP and OTT messaging, by app and country
  • Figure 24: Preferred methods of messaging, by country
  • Figure 25: Mobile handset messaging traffic by type, Middle East and North Africa, 2010-2018
  • Figure 26: Use of Skype, Qatar and the UAE
  • Figure 27: Mobile voice traffic by service type, Middle East and North Africa, 2010-2018
  • Figure 28: Use of mobile money transfer services, by country
  • Figure 29: Adoption of selected mobile money services, by age group
  • Figure 30: Frequency of use of smartphone to purchase a physical item, by country
  • Figure 31: Willingness to share personal data in exchange for a benefit, by organisation type
  • Figure 32: Penetration of health and fitness apps, by country
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