市場調査レポート

コネクテッドコンシューマー調査(2012年):モバイルブロードバンド

The Connected Consumer Survey 2012: Mobile Broadband

発行 Analysys Mason 商品コード 228089
出版日 ページ情報 英文 PPT (52 slides); Excel
納期: 即日から翌営業日
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コネクテッドコンシューマー調査(2012年):モバイルブロードバンド The Connected Consumer Survey 2012: Mobile Broadband
出版日: 2011年12月23日 ページ情報: 英文 PPT (52 slides); Excel
概要

2011年、調査対象のモバイルブロードバンドユーザーの11%がサービス利用を完全に停止するつもりであるとの意思を示しています。これは2010年の13%に比べれば改善されているものの、依然としてMNOには大変厳しい課題となっています。

当レポートでは、デンマーク、フランス、ドイツ、ポーランド、スペイン、英国、米国の消費者を対象に調査を行った結果から、消費者によるモバイルブロードバンドの利用ケースを3タイプに分類し、利用者層のプロファイル、利用パターンと好み、利用・導入推進因子の分析などをまとめ、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

提言

イントロダクション

調査結果

調査結果:モバイル事業者はブロードバンドの解約の歯止めに苦戦・市場のセグメンテーションを行うべき

  • サービスプロバイダー:モバイルブロードバンド顧客の保持に苦戦
  • カジュアルモバイルブロードバンドユーザー:現在のところあまりケアされていない
  • 分割統治:モバイルブロードバンドは3区分の利用ケースに分類できる・それぞれ別の対応をすべき

調査結果:大画面の代替モバイルブロードバンド:満足度の低い顧客層

  • 固定・モバイルブロードバンドの代替は続く見通しであるが、割合は若干減る傾向
  • 代替モバイルブロードバンド:賃貸住宅に1人暮らしの若年層に訴求力を持つ
  • 代替モバイルブロードバンド:補足的モバイルブロードバンドよりも低価値ユーザーが少ない
  • 代替モバイルブロードバンドユーザー:高度なモバイルサービスを利用し、TVにはあまり関心を持たない傾向
  • コネクティビティを完全にモバイルブロードバンドに依存する顧客は、他の顧客よりも満足度が低い
  • 顧客は固定ブロードバンドはモバイルブロードバンドよりも優秀、LTEの効果発揮にはまだ時間がかかる、との考えに大方賛成

調査結果:大画面を補足するためのブロードバンド:事業者はカジュアルユーザーに手厚くすべき

  • モバイルブロードバンドは固定ブロードバンドを補足するもの:西洋市場でこの傾向に変化はない
  • 補足的モバイルブロードバンドの今後の成長は顧客のモバイルブロードバンドの利用方法に適した料金の改定による
  • モバイルブロードバンドの最重要ファクターはスピード、信頼性、価格ではなく、カスタマーサービス
  • 補足的モバイルブロードバンド:マルチプレイバンドルと同じ人口層に訴求力を持つ
  • ライトユーザーに適した料金なら、固定・モバイルバンドルがモバイルブロードバンドの成長推進の効果的な戦略に

調査結果:中画面モバイルブロードバンド:新しいブロードバンドの成長機会

  • Apple iPadなどの中画面デバイスが新たなモバイルブロードバンドの成長機会に
  • アーリーアダプター層のメディア消費量は大きいがビデオ視聴に費やす時間は少ない:
  • ストリーミングがタブレットへのもっとも人気のビデオ配信形態だが、Wi-Fiが必要
  • 中画面モバイルブロードバンド部門の成功:料金設定の改革が必要

調査結果:関心がないの回答した消費者へのモバイルブロードバンドのアピール

  • モバイルブロードバンド接続のない消費者のうち、65%は接続の関心がない
  • モバイルブロードバンド接続のないほとんどの消費者が固定ブロードバンドで十分と考える
  • 消費者は固定・モバイルバンドリングがモバイルブロードバンドの導入を推進する要素となると考える

調査手法

図表

目次

In 2011, 11% of mobile broadband users surveyed intended to give up the service completely - this is an improvement over the 13% figure we recorded in 2010, but it presents a daunting challenge for MNOs.

The mobile broadband market can be segmented into three different use cases. In each of these cases, the volume of traffic, frequency and location of use, and needs and expectations of the user are different, namely:

  • complementary mobile broadband
  • replacement mobile broadband
  • mid-screen mobile broadband.

Service providers should approach these use cases differently. In this Report, we present consumer satisfaction, intentions and demographics for some of these use cases and present strategic recommendations accordingly.

This Report provides:

  • a demographic breakdown of current mobile broadband users and an insight into how this will change over time
  • analysis of device ownership and online behaviour of different types of mobile broadband users
  • an insight into how tablet owners view video on their tablet and strategic recommendations for improving mobile broadband take-up amongst tablet users
  • analysis of consumer opinion of mobile broadband, motivation for not taking the service and incentives that might motivate them to take the service in future
  • strategic recommendations for dealing with the changing needs of replacement mobile broadband users and advice on how to continue to stimulate growth in the complementary mobile broadband space.

Author Bio

Martin Scott, Principal Analyst

Martin leads Analysys Mason's Fixed Broadband research programme. His primary areas of specialisation include fixed broadband retail pricing and bundling, and customer satisfaction and consumer-facing marketing strategy.

Table of Contents

  • 5. Executive summary
  • 6. Executive summary
  • 7. Recommendations
  • 8. Recommendations [1]
  • 9. Recommendations [2]
  • 10. Introduction
  • 11. Introduction
  • 12. Denmark
  • 13. France
  • 14. Germany
  • 15. Poland
  • 16. Spain
  • 17. UK
  • 18. USA
  • 21. Results
  • 22. Results: Mobile operators are struggling to limit broadband churn and should segment the market
  • 23. Service providers are struggling to retain mobile broadband customers
  • 24. Casual mobile broadband users are not currently well catered for
  • 25. Divide and conquer: mobile broadband has three distinct use cases that should be treated differently
  • 26. Results: Large-screen replacement mobile broadband: dissatisfied customers so far
  • 27. Fixed - mobile broadband replacement will continue, but at a slightly slower rate
  • 28. Replacement mobile broadband has clear appeal for young people who live alone in rented accommodation
  • 29. Replacement mobile broadband has fewer low-value customers than complementary mobile broadband
  • 30. Replacement mobile broadband users are more likely to use more-advanced mobile services and are less interested in TV
  • 31. Customers who rely solely on mobile broadband for connectivity are less satisfied than other customers
  • 32. Customers are in little doubt that fixed broadband is currently superior to mobile broadband - and the impact of LTE may be slow to take effect
  • 33. Results: Large-screen complementary broadband: operators must better cater for casual users
  • 34. Mobile broadband is complementary to fixed broadband in Western markets, and this is unlikely to change
  • 35. Further complementary mobile broadband growth will be due to improved tariffs that better suit how customers use mobile broadband
  • 36. The most important factor for mobile broadband is not speed, reliability or even price - it is customer service
  • 37. Complementary mobile broadband appeals to some of the same demographics as multi-play bundles
  • 38. Fixed - mobile bundling can become an effective strategy for promoting mobile broadband growth, if tariffs cater better for light users
  • 39. Results: Mid-screen mobile broadband: new opportunities for broadband growth
  • 40. Mid-screen devices, such as the Apple iPad, present new opportunities for mobile broadband growth
  • 41. Early adopters consume higher volumes of media, but spend less time watching video - a potential relief for mobile broadband providers
  • 42. Streaming is the most popular form of video delivery to a tablet, but this will primarily be over Wi-Fi
  • 43. Achieving successful growth in mid-screen mobile broadband subscriptions will require tariff innovation
  • 44. Results: Selling mobile broadband to consumers who say that they are not interested
  • 45. Of consumers who do not take mobile broadband, 65% are not interested in doing so
  • 46. Fixed broadband is sufficient for most consumers who do not currently take mobile broadband
  • 47. Consumers confirm that fixed - mobile bundling could incentivise them to take up mobile broadband
  • 48. Methodology
  • 49. Methodology
  • 50. About the author and Analysys Mason
  • 51. About the author
  • 52. About Analysys Mason
  • 53. Research from Analysys Mason
  • 54. Consulting from Analysys Mason

List of figures

  • Figure 1: Selected statistics from the Connected Consumer Survey 2012: mobile broadband
  • Figure 2: Survey respondents' demographic data: Denmark
  • Figure 3: Survey respondents' demographic data: France
  • Figure 4: Survey respondents' demographic data: Germany
  • Figure 5: Survey respondents' demographic data: Poland
  • Figure 6: Survey respondents' demographic data: Spain
  • Figure 7: Survey respondents' demographic data: UK
  • Figure 8: Survey respondents' demographic data: USA
  • Figure 9: Percentage of subscribers that would like to change service provider in the next six months, by country and service
  • Figure 10: Relative use of mobile broadband in different locations, by whether the respondent also has a fixed broadband connection
  • Figure 11: Frequency of mobile broadband use, by whether the respondent also has a fixed broadband connection
  • Figure 12: Mobile broadband subscribers by device and use type, Europe, 2005 - 2016
  • Figure 13: Population penetration of replacement mobile broadband, various countries, 2005 - 2016
  • Figure 14: Demographic breakdown of replacement mobile broadband users, compared to all respondents
  • Figure 15: Distribution of monthly spend on mobile broadband (EUR PPP), by type of mobile broadband
  • Figure 16: Selected activity and device usage statistics among replacement mobile broadband users compared to all respondents
  • Figure 17: Overall customer satisfaction with broadband and voice services
  • Figure 18: Consumer perception of fixed and mobile broadband services, Europe and the USA
  • Figure 19: Consumer perception of fixed and mobile broadband services, Denmark
  • Figure 20: Breakdown of mobile broadband users by fixed broadband ownership
  • Figure 21: Future plans for fixed and mobile broadband, by type of broadband to which currently subscribed
  • Figure 22: Population penetration of complementary mobile broadband, various countries, 2005 - 2016
  • Figure 23: Metrics on aspects of mobile broadband customer satisfaction among customers that also have fixed broadband, Europe and the USA
  • Figure 24: Demographic breakdown of complementary mobile broadband users compared to all respondents
  • Figure 25: Population penetration of mid-screen mobile broadband, various countries, 2009 - 2016
  • Figure 26: Selected statistics regarding the activities and demographics of tablet owners
  • Figure 27: Consumption of video content by delivery method and device type
  • Figure 28: Future plans of consumers that are aware of mobile broadband, but do not subscribe to it, various countries,
  • Figure 29: Preferred subscription type of consumers that are interested in mobile broadband, various countries
  • Figure 30: Reasons given by consumers for not being interested in mobile broadband
  • Figure 31: Factors that would motivate consumers to buy mobile broadband as a percentage of respondents who are interested in taking the service
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