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市場調查報告書

超級買主:高ARPU客戶的特徵

The Super Buyer: Characteristics of High ARPU Customers

出版商 Parks Associates 商品編碼 321232
出版日期 內容資訊 英文 53 Slides
商品交期: 最快1-2個工作天內
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超級買主:高ARPU客戶的特徵 The Super Buyer: Characteristics of High ARPU Customers
出版日期: 2014年12月17日 內容資訊: 英文 53 Slides
簡介

本報告提供寬頻及收費電視用戶的前五分之一ARPU分析,與倒數五分之一的比較,各群組的人口統計簡介及內容支出、消費差異調查。

關於本調查

視訊視聽市場區隔

  • Parks Associates的多螢幕區分
  • 視訊視聽區分的規模
  • 區分的說明

上次調查

  • 360 View: Digital Media & Connected Consumers
  • Cloud DVR: The New Face of Television
  • 360 View: Entertainment Services in U.S. Broadband Households

主要調查結果

產業分析

建議

存取&娛樂服務ARPU概要:

  • 家庭服務的平均每月成本
  • 家庭服務加入數
  • 每月ARPU及前/倒數五分之一限制:各類服務

超級買主

  • 超級買主:各年齡
  • 超級買主的人口統計簡介
  • 行動電話服務ARPU:各服務ARPU
  • 絕對不漏看節目用戶的比例:各服務ARPU
  • 三合一服務的服務供應商的市場佔有率:各服務ARPU
  • 獨立型TV服務的服務供應商的市場佔有率:各服務ARPU
  • 獨立型寬頻服務的服務供應商的市場佔有率:各服務ARPU
  • 服務變更的可能性:各服務ARPU

超級買主及內容消費&支出:

  • 視訊、TV服務包裝支出:各服務ARPU
  • 視訊、獨立型TV或寬頻服務包裝:各服務ARPU
  • 視訊、TV服務支出的明細:各服務ARPU
  • TV視聽時間、服務ARPU
  • TV視聽線性視訊的比例:各服務包裝、ARPU

追加調查

目錄

SYNOPSIS

The Super Buyer: Characteristics of High ARPU Customers analyzes broadband and pay-TV subscribers in the top ARPU quintile and contrasts them against those in the bottom ARPU quintile. It includes a demographic profile of each group and investigates content spending and consumption differences between the two.

Breakdown of Spending on Video and TV Service by Service ARPU
(Subscribers of Specified Service among U.S. Broadband Households)

                     © Parks Associates

ANALYST INSIGHT

“Over-the-top services are generally complementary to pay-TV service for those in the top ARPU tier but more substitutionary for those in the bottom ARPU tier. Service providers need a distinct strategy to address two distinct challenges.” - John Barrett, Director, Consumer Analytics, Parks Associates.

Table of Contents

About the Research

Video Viewing Segments

  • Parks Associates Multiscreen Segmentation
  • Size of Video Viewing Segments
  • Segment Descriptions

Previous Research

  • 360 View: Digital Media & Connected Consumers (Q3/14)
  • Cloud DVR: The New Face of Television (Q3/14)
  • 360 View: Entertainment Services in U.S. Broadband Households (Q1/14)

Key Findings

Industry Insight

Recommendations

Overview Access & Entertainment Service ARPUs:

  • Average Monthly Cost of Home Services (2012 - 2014)
  • Home Service Subscription (2012 - 2014)
  • Monthly ARPU and Top/Bottom Quintile Limits by Service (Q3/14)

The Super Buyers:

  • Super Buyers by Age (Q3/14)
  • Demographic Profile of Super Buyers
  • Mobile Phone Service ARPU by Service ARPU (Q3/14)
  • Netflix Subscription by Service ARPU (Q3/14)
  • % of Subscribers with "Never Miss" Program by Service ARPU (Q1/14)
  • Service Provider Market Share of Triple Play Service by Service ARPU (Q3/14)
  • Service Provider Market Share of Stand-alone TV Service by Service ARPU (Q3/14)
  • Service Provider Market Share of Stand-alone Broadband Service by Service ARPU (Q3/14)
  • Likelihood of Service Changes by Service ARPU (Q1/14)

The Super Buyers and Content Consumption & Spending:

  • Spending on Video and TV Service Packages by Service ARPU (Q3/14)
  • Spending on Video and Stand-alone TV or Broadband Service Packages by Service ARPU (Q3/14)
  • Breakdown of Spending on Video and TV Service by Service ARPU (Q3/14)
  • Hours of TV Viewing and Service ARPU (Q3/14)
  • % of TV Viewing Linear Video by Service Package and ARPU (Q3/14)

Additional Research from Parks Associates

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