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市場調查報告書

聯網消費者調查 2015年:OTT通訊服務

THE CONNECTED CONSUMER SURVEY 2015: OTT COMMUNICATION SERVICES

出版商 Analysys Mason 商品編碼 328895
出版日期 內容資訊 英文 44 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 2015年:OTT通訊服務 THE CONNECTED CONSUMER SURVEY 2015: OTT COMMUNICATION SERVICES
出版日期: 2015年04月21日 內容資訊: 英文 44 Slides
簡介

本報告提供非洲,亞太地區,歐洲,中東及美國等15個國家OTT應用用戶的行動,偏好及計劃相關年度聯網消費者調查結果分析,提供您各地各國的各種OTT通訊服務的滲透率,特定國家最受歡迎的VoIP・OTT通訊軟體分析,OTT訊息服務相關資訊(引進,SMS置換得,業者聯盟),及語音服務相關資訊(各國引進趨勢,特定的利用案例,終端引進的促進要素,視訊通話的關係)等。

調查對象國家 (15個國家)

  • 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

目錄

摘要整理

主要的建議

通訊應用的滲透

  • 通訊在終端上最廣泛使用的是OTT通訊服務,視訊通話應用比VoIP更常被使用
  • 亞太地區:由於市場細分化而沒有主導性服務,印尼和馬來西亞的競爭激烈
  • 歐洲·美國:Skype在各地都持續穩定成長
  • 中東·非洲:主要多虧卡達和UAE的國外居住者,VoIP和視訊通話比其他地區都普及

轉換成OTT通訊·SMS

  • 25-34歲的群組一般擁有OTT通訊軟體的最高滲透率-特別是德國和西班牙
  • 歐洲和美國的「通訊的巨人」雖然對全部的年齡族群·平台來說都有吸引力,但服務的長尾配合利基市場區隔
  • 歐洲·美國的OTT通訊滲透率·SMS利用在年輕族群最高
  • 缺乏通用有效半徑限制了把SMS完全轉換成OTT應用的能力,但儘管如此仍有許多國家正在進行轉換
  • 無限制的SMS訊息分配量在許多國家都限制了OTT通訊的滲透,但整體SMS數量仍舊減少
  • 亞太地區許多業者比起在通訊市場上直接競爭都選擇與OTT企業合作

VoIP·視訊通話服務

  • VoIP在高齡受訪者最廣泛使用的中東裡最穩定成長
  • 中東的外籍勞工為了與家人連絡選擇Skype,但新應用這個市場領導正在取代那個地位
  • 沒有大量移民的國家就沒有大家以VoIP替換語音通話的理由
  • 視訊通話在幾乎所有市場上都比VoIp更廣泛使用,顯示出用戶追求費用優勢以外的需求

調查手法·座倓會資訊

  • 調查手法
  • 座倓會資訊:法國·德國
  • 座倓會資訊:印尼·馬來西亞
  • 座倓會資訊:摩洛哥·波蘭
  • 座倓會資訊:卡達·沙烏地阿拉伯
  • 座倓會資訊:南非·韓國
  • 座倓會資訊:西班牙·土耳其
  • 座倓會資訊:UAE·英國
  • 座倓會資訊:美國

著者·ANALYSYS MASON

圖表清單

目錄

VoIP apps will probably not replicate the success of OTT messaging apps because the use case for OTT voice services is less clear.

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This report focuses on aspects of Analysys Mason's annual Connected Consumer Survey that relate to the behaviour, preferences and plans of over-the-top (OTT) communication app users in fifteen countries in Africa, Asia-Pacific, Europe, the Middle East and the USA.

It is important for operators to understand where OTT apps are replacing operator communication services and where they are complementary, so operators can use unlimited bundles of voice minutes or messages to compete, or establish partnerships to share in the success.


This report provides:

  • recommendations for mobile operators
  • an overview of the penetration of various OTT communication services by region and country
  • analysis of the most popular VoIP and OTT messaging apps in specific countries
  • information about: OTT messaging services - adoption, substitution of SMS, operator partnerships
  • VoIP services - adoption trends by country, specific use cases, inhibitors of adoption on handsets, relationship with video calling.

Data coverage

The research was conducted in July and August 2014. The survey groups in Europe and the USA were chosen to be demographically representative of the broader online consumer population, and those in Africa, Asia and the Middle East were chosen to be representative of the mobile-Internet-using population. We set quotas on age, gender and employment status to that effect. There were a minimum of 1000 respondents per country, and 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

  • 6.Executive summary
  • 7.Messaging was the most widely used OTT communication service on handsets, and video calling apps were used more than VoIP
  • 8.OTT messaging penetration and SMS usage are highest among younger age groups in Europe and the USA
  • 9.Overseas workers in the Middle East continue to use Skype to call home, but newer apps are challenging its position as the market leader
  • 10.Recommendations
  • 11.Recommendations
  • 12.Penetration of communication apps
  • 13.Messaging was the most widely used OTT communication service on handsets, and video calling apps were used more than VoIP
  • 14.Asia-Pacific: The market is fragmented so no service dominates, and competition is intense in Indonesia and Malaysia
  • 15.Europe and the USA: Turkey has joined Germany and Spain as good markets for WhatsApp Messenger, and Skype remains strong elsewhere
  • 16.Middle East and Africa: VoIP and video calling were more prevalent than in other regions, largely because of expatriate communities in Qatar and UAE
  • 17.OTT messaging and SMS substitution
  • 18.The 25-34 age group typically had the highest penetration of OTT messaging apps - particularly in Germany and Spain
  • 19.The 'messaging giants' in Europe and the USA appeal across age groups and platforms, but a long tail of services is catering to niche segments
  • 20.OTT messaging penetration and SMS usage are highest among younger age groups in Europe and the USA
  • 21.A lack of universal reach limits the ability of OTT apps to fully replace SMS, but substitution is advanced in several countries nevertheless
  • 22.Unlimited SMS message allowances may have restricted OTT messaging penetration in some countries, but SMS volumes are decreasing overall
  • 23.Many operators in Asia-Pacific have chosen to partner with OTT players instead of competing directly in the messaging market
  • 24.VoIP and video calling services
  • 25.VoIP is strongest in the Middle East where the service is most widely used by older respondents
  • 26.Overseas workers in the Middle East continue to use Skype to call home, but newer apps are challenging its position as the market leader
  • 27.In countries that do not have large communities of immigrants, VoIP is not providing a compelling reason to convert usage from voice minutes
  • 28.Video calling was more widely used than VoIP in most markets, suggesting that users are looking for more than just price advantage
  • 29.Methodology and panel information
  • 30.Methodology
  • 31.Panel information: France and Germany
  • 32.Panel information: Indonesia and Malaysia
  • 33.Panel information: Morocco and Poland
  • 34.Panel information: Qatar and Saudi Arabia
  • 35.Panel information: South Africa and South Korea
  • 36.Panel information: Spain and Turkey
  • 37.Panel information: UAE and UK
  • 38.Panel information: USA
  • 39.About the authors and Analysys Mason
  • 40.About the authors
  • 41.About Analysys Mason
  • 42.Research from Analysys Mason
  • 43.Consulting from Analysys Mason

List of figures

  • Figure 1: Geographical coverage of our Connected Consumer Survey 2015
  • Figure 2: OTT communication app usage on smartphones, by category, country and region
  • Figure 3: SMS usage and OTT messaging app penetration by age group, Europe and the USA
  • Figure 4: Penetration of Skype among handset owners by nationality and country, Middle East and Africa
  • Figure 5: Penetration of VoIP apps, Middle East and Africa
  • Figure 6: OTT communication app usage on smartphones, by category, country and region
  • Figure 7: Penetration of OTT communication apps on handsets, Asia-Pacific
  • Figure 8: Penetration of VoIP and OTT messaging apps by country, Asia-Pacific
  • Figure 9: Penetration of OTT communication apps among smartphone users, Europe and the USA
  • Figure 10: Penetration of VoIP and OTT messaging apps by country, Europe and the USA
  • Figure 11: Penetration of OTT communication apps on handsets, Middle East and Africa
  • Figure 12: Penetration of VoIP and OTT messaging apps by country, Middle-East and Africa
  • Figure 13: Penetration of OTT messaging apps among smartphone users, by age group and country, Europe and the USA
  • Figure 14: Penetration of OTT messaging apps among OTT messaging users, Europe and the USA
  • Figure 15: Penetration of OTT messaging apps among OTT messaging users, by age group and country
  • Figure 16: SMS usage and OTT messaging app penetration by age group, Europe and the USA
  • Figure 17: Use of OTT messaging and SMS by smartphone owners, by country and region
  • Figure 18: SMS message allowance per month, by country, Europe and the USA
  • Figure 19: SMS volume sent per subscriber, by country, Europe, 3Q 2012-3Q 2014
  • Figure 20: Operator partnerships with OTT players by region, November 2014
  • Figure 21: Penetration of VoIP apps among handset users, by country and age group, Europe and the USA
  • Figure 22: Penetration of VoIP apps among mobile Internet users by country and age group, Asia-Pacific and Middle East and Africa
  • Figure 23: Penetration of Skype among handset owners by nationality and country, Middle East and Africa
  • Figure 24: Penetration of VoIP apps among handset owners, Middle East and Africa
  • Figure 25: Reasons stated by tablet and PC VoIP service users for not using VoIP services on handsets, 2012 and 2014, Europe and the USA
  • Figure 26: Penetration of VoIP and video-calling services by country and region
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