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市場調查報告書

聯網消費者調查 2015年:數位經濟服務

THE CONNECTED CONSUMER SURVEY 2015: DIGITAL ECONOMY SERVICES

出版商 Analysys Mason 商品編碼 332553
出版日期 內容資訊 英文 39 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:數位經濟服務 THE CONNECTED CONSUMER SURVEY 2015: DIGITAL ECONOMY SERVICES
出版日期: 2015年06月10日 內容資訊: 英文 39 Slides
簡介

本報告提供全球主要15個市場上的消費者行動金融服務、關於健康、健身及智慧家庭倡議的引進詳細內容、定量性的見解。

摘要整理

建議

行動金融服務、貿易

  • 行動金融服務、貿易提供主要市場業者可實行的機會
  • 對行動電子商務的關注依市場兒有很大不同,同時恰當的客戶區分是必須不可缺少的
  • Apple由於用戶的參與度層級及可支配所得高,居於領導行動付款發展的好位置
  • 業者主導的行動金融服務得勢 - 特別是亞太地區各國和南非

行動醫療、健身

  • 行動醫療,促進對當地市場動態的強烈理解,對業者來說是重要的區分
  • 健康、健身數位服務成為對業者來說重要的差異化要素
  • 健康、健身服務發展策略必須說明當地市場特徵

智慧家庭

  • 智慧家庭市場在初期階段,顯示對業者的機會與課題
  • 歐洲、美國的智慧家庭服務至今沒達成主流派的引進,強調初期採用者的吸引力必要性
  • 非移動平台成為智慧家庭市場上明顯的勝者,向持有大膽清楚的策略的業者展現機會

面板資訊、調查手法

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

關於著者、Analysys Mason

圖表清單

目錄

Operators must understand the demographics and behaviour of early adopters of digital economy services in markets where they operate; our 'Connected Consumer Survey 2015' provides granular data for 15 key markets worldwide.

Operators must understand the demographics and behaviour of potential early adopters of digital economy services in the markets where they operate. Our Connected Consumer Survey 2015 provides a detailed, quantitative view of consumer adoption of mobile financial services, health and fitness and smart home initiatives in 15 key markets worldwide.

Digital economy services remain, to a great extent, nascent. Therefore, it is important that operators target their offerings in new markets that have shown an increased proclivity to adopt digital services. This report provides empirical evidence about where these new markets will emerge for the countries analysed in our Connected Consumer Survey 2015.

This report provides:

  • a discussion of consumer attitudes towards mobile commerce, and the factors that underpin those attitudes across the markets surveyed
  • an exploration of the reasons why operators have a competitive edge with regards to customer trust in markets in Asia-Pacific (APAC) and South Africa
  • an assessment of the potential for operator-led mobile payments adoption in the markets surveyed
  • an evaluation of apps and service categories that drive customer adoption of mobile health and fitness initiatives
  • an exploration of the potential impact of smart watches in consumer interest in fitness-tracking wristbands
  • an assessment of the smart home services that early adopters in Europe and the USA are using most
  • an evaluation of iOS (Apple) users' tendency to adopt mobile commerce and payments, as well as smart home services, in comparison with users of other platforms - and what this means for operators' marketing efforts for initiatives in these verticals.

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

ABOUT THE AUTHORS

Enrique Velasco-Castillo (Analyst) is a key contributor to Analysys Mason's Digital Economy research programme, focusing on the opportunities for communications service providers and vendors in emerging verticals such as mobile health, payments, commerce, and home automation and security. Previously, Enrique covered mobile financial services and M&A and funding activity for more than 2 years at research firm IHS, where he wrote several reports on the opportunities for mobile operators in mobile payments and venture capital investments in mobile. Enrique also has research experience in 'cleantech' and healthcare from other previous roles. Prior to becoming an industry analyst, Enrique spent 3 years as a university lecturer teaching courses on globalisation and international relations. He holds an MSc with Distinction in Cognitive and Decision Sciences from University College London, and an MA in Global Studies from the University of Freiburg.

Patrick Rusby (Analyst) is an analyst in Analysys Mason's Consumer Services research practice, focusing on mobile service markets, MVNOs, LTE pricing, over-the-top (OTT) communications services, and fixed and mobile customer retention strategies. He contributes to the design, analysis and write-up of the Analysys Mason's Connected Consumer Survey - a multi-year study of consumer behaviour relating to fixed and mobile telecoms, TV and online services. He holds a Master's degree in contemporary British politics from Goldsmiths College, University of London, and a Bachelor's degree in politics from the University of Southampton.

Table of Contents

  • 6. Executive summary
  • 7. Operators still have opportunities in the mobile commerce and financial services markets - if they target their services carefully
  • 8. Mobile health and fitness, as well as smart homes, are rapidly developing verticals, but operators need to understand early adopter demographics
  • 9. Recommendations
  • 10. Recommendations
  • 11. Mobile financial services and commerce
  • 12. Mobile financial services and commerce provide viable opportunities for operators in key markets
  • 13. Interest in m-commerce varies greatly across markets, and appropriate customer segmentation is essential
  • 14. Apple is well-positioned to lead mobile payments adoption because of its users' high levels of engagement and disposable income
  • 15. Operator-led mobile money services are gaining traction - particularly in APAC countries and South Africa
  • 16. Mobile health and fitness
  • 17. Mobile health can become an important segment for operators when driven by a keen understanding of local market dynamics
  • 18. Health and fitness digital services can become an important differentiator for operators
  • 19. Health and fitness service deployment strategies must account for local market characteristics
  • 20. Smart homes
  • 21. The smart home market remains nascent, which presents opportunities and challenges for operators
  • 22. Smart home services in Europe and the USA have yet to achieve mainstream adoption, highlighting the need to lure early adopters
  • 23. No mobile platform has emerged as a clear winner in the smart home market, presenting an opportunity for operators with a bold, clear strategy
  • 24. Panel information and methodology
  • 25. Methodology
  • 26. Panel information: France and Germany
  • 27. Panel information: Indonesia and Malaysia
  • 28. Panel information: Morocco and Poland
  • 29. Panel information: Qatar and Saudi Arabia
  • 30. Panel information: South Africa and South Korea
  • 31. Panel information: Spain and Turkey
  • 32. Panel information: UAE and UK
  • 33. Panel information: USA
  • 34. About the authors and Analysys Mason
  • 35. About the authors
  • 36. About Analysys Mason
  • 37. Research from Analysys Mason
  • 38. Consulting from Analysys Mason

List of figures

  • Figure 1: Geographical coverage of our Connected Consumer Survey 2015
  • Figure 2: Usage of smartphones to purchase physical goods and sample penetration of bank accounts, by country
  • Figure 3: Usage of smartphones to purchase physical goods and sample penetration of bank accounts, by country
  • Figure 4: Usage of smartphones to purchase physical goods, by type of device and item
  • Figure 5: Penetration of mobile money services
  • Figure 6: Penetration of health or fitness apps, by type and country
  • Figure 7: Willingness to pay for health or fitness apps, by country, Europe and the USA
  • Figure 8: Use of smart peripherals for fitness tracking, by country, Europe and the USA
  • Figure 9: Usage of smartphones or tablets to control or monitor home devices, by device type and country
  • Figure 10: Usage of smartphones or tablets to control or monitor home devices, by operating system
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