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市場調査レポート - 248349

消費者によるスマートフォン利用:音声&メッセージング動向

Consumer Smartphone Usage: Voice and Messaging Trends

発行 Analysys Mason
出版日 ページ情報 英文
価格
消費者によるスマートフォン利用:音声&メッセージング動向 Consumer Smartphone Usage: Voice and Messaging Trends
出版日: 2012年08月06日 ページ情報: 英文
概要

スマートフォン上でユーザーの注意を引く新たな通信サービスの台頭により、オペレーターが提供する音声・メッセージングサービスは支持を失いつつあります。

当レポートでは、消費者によるスマートフォンの利用動向について調査分析し、端末製造業者・OS・国・年齢・男女別のスマートフォンの利用パターン、ディスラプティブ(破壊的)サービスの利用動向、Skype・Viber・WhatsApp Messengerなどの利用動向、VoIP利用の音声利用全体における割合などをまとめ、概略下記の構成でお届けいたします。

エグゼクティブサマリー

  • スマートフォン:さまざまなオーディオ&テキストベースの通信サービスにはじめて競合をもたらす
  • 従来の音声サービスの代わりにVoIPアプリケーションを利用するユーザーの増加:オペレーターの懸念材料になる見通し
  • スマートフォンユーザーの約半数がIMまたはOTTメッセージサービスを利用している:オペレーターに迫る課題を示している

提言

イントロダクション

  • 実際の利用:Arbitron Mobileとの提携により、オンデバイスモニタリングアプリケーションによって消費者のスマートフォン利用を測定
  • スマートフォンユーザーパネル:対象国のスマートフォン市場を表す構成

複数の通信サービスのスマートフォン上での共存

  • スマートフォン:さまざまなオーディオ&テキストベースの通信サービスにはじめて競合をもたらす
  • Eメール利用:モバイル端末によるサービス利用であれば、さらに迅速な通信手段
  • 各種通信サービスへの相対的な親密さ:1日の利用時間帯の調査で判明

他のサービスへ切り替えられやすい従来型サービス

  • 従来の音声サービスのスイッチオフ:年齢ではなくOSによる区分
  • 高い割合の呼び出しの中断:フラストレーションを導く可能性
  • 発信呼・着信呼のバランスは国によって異なる
  • 従来の事業者と代替事業者:双方ともネットワーク効果の活用を模索
  • パネルによって実にさまざまなSMS利用:多くがアクティブではない

破壊的技術利用の影響測定

  • 破壊的技術利用の影響測定
  • パネリストの20%がVoIPアプリケーションのアクティブユーザー
  • パネリストの一部:従来の音声サービスの代用としてVoIPアプリケーションを利用
  • スマートフォンユーザーの約半数:IMまたはOTTメッセージサービスを利用
  • 国別のOTT導入のバリエーション:代替における価格の役割
  • 女性の方が男性よりスマートフォン上でソーシャルネットワークアプリを使う傾向だが、モバイルVoIP利用は少ない傾向
  • Facebook・WhatsApp Messenger:モバイルVoIPサービスを全年齢層にアピールする訴求力は持っていない

ディスラプションの発生の仕方・発生の場所

  • ディスラプションの発生の仕方・発生の場所
  • パネリストの一部はOTTメッセージアプリをインストールしているが、SMS利用を減らしてはいない
  • Wi-Fiの広いアベイラビリティ:非オペレーター提供サービスに開放している、など

著者およびAnalysys Masonについて

図表

目次

Operator-provided voice and messaging services are losing ground as a new wave of communication services compete for users' attention on smartphones.

We used on-device trackers to gather usage data from a panel of consumer smartphone users in France, Germany, Spain, the UK and the USA during a two-month period. In this report, we analyse the users' communications habits to offer some real-world quantification of the scale of disruptive usage.

This Report provides:

  • insight into real-world smartphone usage by handset manufacturer, operating system, country, age and gender
  • quantification of the extent to which disruptive services are being used on smartphones
  • benchmarks for usage of traditional voice and messaging services
  • details of:
  • how smartphone users use different modes of communication throughout the day
  • how text-based communication is evolving on smartphones
  • the real-world impact of WhatsApp Messenger, over-the-top messaging and instant messaging
  • Skype, Viber and WhatsApp Messenger smartphone usage, by age, gender and country
  • VoIP usage as a proportion of total voice usage
  • how installing WhatsApp affects users' SMS usage.

About the authors

Stephen Sale (Principal Analyst) is the lead analyst for Analysys Mason's Voice and Messaging research programme. His primary areas of specialisation include consumer VoIP, fixed - mobile substitution and pricing strategies. Before joining Analysys Mason, Stephen worked in a number of research and marketing roles within the telecoms industry and has several years' experience in VoIP and broadband access. He has a degree in economics and an interdisciplinary Mres from the University of London.

Martin Scott (Principal Analyst) co-ordinates Analysys Mason's primary research report series, including reports related to consumer smartphone usage and the Connected Consumer series. Martin also leads Analysys Mason's Fixed Broadband and Media research programme and contributes regularly to the Mobile Broadband and Devices programme. His primary areas of specialisation include customer satisfaction and consumer-facing marketing strategy, broadband retail pricing and bundling. Martin also specialises in statistics, surveys and the analysis of primary research. He has produced research for Analysys Mason on different aspects consumer demand for present and next-generation services, the business case for value-added services, such as videotelephony and three-screen advertising and broadband (next-generation) access. Martin has a Master's degree in Mathematics from Oxford University.

Table of Contents

  • 5. Executive summary
  • 6. Smartphones are bringing a variety of audio- and text-based communication services into competition for the first time
  • 7. Operators will be concerned that the sub-set of users that have already substituted their traditional voice service for a VoIP app will grow
  • 8. Almost half of smartphone users use IM or OTT messaging services, presenting operators with some urgent challenges
  • 9. Recommendations
  • 10. Recommendations [1]
  • 11. Recommendations [2]
  • 12. Introduction
  • 13. Real-world usage: we measured consumer smartphone usage via an - on-device monitoring app, in partnership with Arbitron Mobile
  • 14. The smartphone user panel was designed to be representative of the smartphone market in the countries covered
  • 15. Multiple communication services coexist on smartphones
  • 16. Smartphones are bringing a variety of audio- and text-based communication services into competition for the first time
  • 17. Email usage is more immediate when the service is associated with the mobile handset
  • 18. The relative intimacy of different communication services is shown by tracking usage by time of day
  • 19. Traditional services are vulnerable to substitution
  • 20. Switching off traditional voice services does not depend on age, but there is segmentation by OS
  • 21. A high proportion of calls are aborted, potentially leading to frustration
  • 22. The balance of incoming versus outgoing calls varies by country
  • 23. Both traditional and alternative players look to exploit the network effect
  • 24. SMS usage varies significantly across the panel, with a large number of inactive users
  • 25. Quantifying the impact of disruptive usage
  • 26. Quantifying the impact of disruptive usage
  • 27. 20% of panellists are active users of VoIP apps
  • 28. A small subset of panellists have substituted their traditional voice service for a VoIP app
  • 29. Almost half of smartphone users use IM or OTT messaging services
  • 30. Variation of OTT adoption by country highlights the role of pricing in substitution
  • 31. Women are more likely than men to use social network apps on their smartphones, but less likely to use mobile VoIP
  • 32. Facebook and WhatsApp Messenger do not have the universal age appeal of mobile VoIP services
  • 33. How and where disruption occurs
  • 34. How and where disruption occurs
  • 35. Several panellists installed an OTT messaging app, but did not reduce their usage of SMS
  • 36. The widespread availability of Wi-Fi opens the door to non-operator-provided services
  • 37. Prohibitive charging for services when roaming gives smartphone users an incentive to find alternative communication services
  • 38. Methodology and definitions
  • 39. Methodology and definitions
  • 40. About Arbitron Mobile
  • 41. About the authors and Analysys Mason
  • 42. About the authors
  • 43. About Analysys Mason
  • 44. Research from Analysys Mason
  • 45. Consulting from Analysys Mason

List of figures

  • Figure 1: Time of day during which the panel initiated different smartphone communication activities, as a percentage of daily instances
  • Figure 2: Usage of VoIP apps
  • Figure 3: Distribution of smartphone panellists by usage of SMS, IM/OTT messaging services and WhatsApp Messenger
  • Figure 4: Illustration of Analysys Mason - Arbitron smartphone data analysis process
  • Figure 5: Smartphone panellists included in this report, by country
  • Figure 6: Smartphone panellists included in this report, by age
  • Figure 7: Smartphone panellists included in this report, by OS
  • Figure 8: Attributes of the various communication services available on smartphones
  • Figure 9: Active use of different text-based communication apps, by operating system
  • Figure 10: Time of day during which the panel initiated different smartphone communication activities, as a percentage of daily instances
  • Figure 11: Traditional voice usage by age
  • Figure 12: Traditional voice usage by OS
  • Figure 13: Distribution of duration of outgoing calls among panellists
  • Figure 14: Distribution of incoming versus outgoing voice traffic
  • Figure 15: The average proportion of outgoing voice minutes that panellists made to their most-called contacts during the two-month observation period
  • Figure 16: Usage distribution of outgoing SMS text messages
  • Figure 17: Active users of VoIP apps
  • Figure 18: Usage of VoIP apps
  • Figure 19: Distribution of smartphone panellists by usage of SMS, IM/OTT messaging services and WhatsApp Messenger
  • Figure 20: Active use of different communication apps among smartphone panellists, by country
  • Figure 21: Active use of different communication apps among smartphone panellists, by gender
  • Figure 22: Active use of different selected mobile apps among smartphone panellists, by age group
  • Figure 23: SMS usage before and after installing WhatsApp Messenger
  • Figure 24: Percentage of panellists who use OTT communications apps, by type of data connectivity
  • Figure 25: Types of data connectivity used abroad by panellists who spent any time away from their home country during the observation period
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