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コネクテッドコンシューマー調査:モバイルコンテンツおよびアプリケーション

The Connected Consumer Survey 2013: Mobile Content and Applications

発行 Analysys Mason 商品コード 234007
出版日 ページ情報 英文 PPT and PDF (58 pages); Excel
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コネクテッドコンシューマー調査:モバイルコンテンツおよびアプリケーション The Connected Consumer Survey 2013: Mobile Content and Applications
出版日: 2013年06月03日 ページ情報: 英文 PPT and PDF (58 pages); Excel
概要

当レポートでは、Analysys Mason社による消費者調査の結果から、米国および欧州の主要国における消費者の各種通信サービスおよびデバイスの利用動向・行動分析などについて、特にモバイルコンテンツおよびアプリケーションに注目して分析しており、概略下記の構成でお届けいたします。

目次

  • エグゼクティブサマリー
  • 提案
  • アプリケーション消費動向:主要促進因子の特定
  • 消費者のアプリケーション支出:全体評価・エコシステム影響分析
  • 代替収益ソース:モバイル広告・Mコマースの可能性
  • パネル情報・調査手法
    • 調査手法
    • 英国
    • フランス
    • ドイツ
    • スペイン
    • ポーランド
    • 米国
  • Analysys Masonについて

図表

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目次

Abstract

The value of the app market is driven by a minority of users and captured by a handful of players - the ability to encourage more consumers to spend more on apps and data usage is critical for a long-term sustainable app strategy.

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This report analyses the results of Analysys Mason's Connected Consumer Survey 2013 - a multi-country survey of consumers in Europe and the USA - and particularly focuses on mobile content and applications (apps). Despite great consumer demand and the increasing availability of operator billing and in-app transactions, the app market continues to struggle with monetisation. This report examines the evidence of this issue, and provides several solutions and recommendations so that players in the mobile app market can clearly assess the opportunities.


This report provides:

  • the number of app downloads compared with usage by smartphone operating system (OS), country and age group
  • an analysis of the correlation between app usage and mobile data allowances
  • adoption levels for different types of app
  • a particular focus on the usage of over-the-top (OTT) video and music services on mobile and the role it plays in the business case for these services
  • app spend by OS, country and age group
  • an analysis of the correlation between app downloads and spend
  • an overview of the impact of tablets on app spend
  • details of how aware consumers are of mobile advertising by country and by format
  • an analysis of m-commerce adoption and transaction frequency
  • recommendations for operators, device vendors and app publishers.

Survey data coverage

The survey group consisted of 6610 individuals aged 18 years and over, and was representative of the demographic characteristics of Internet users in each country - France, Germany, Poland, Spain, the UK and the USA. Respondents were selected until nationally representative quotas for gender, age range and employment status (as well as geographical region in the case of the USA) were reached. Respondents were then asked to complete a 20-minute questionnaire, Analysys Mason's Connected Consumer Survey. Questions took the form of yes/no, multiple choice, text and numerical input cells.

Geographical coverage

  • France
  • Germany
  • Spain
  • Poland
  • UK
  • USA.
***

Table of Contents

  • 5.Executive summary
  • 6.About this report
  • 7.Executive summary: our survey found that smartphone owners use less than half of the apps that they have downloaded, leading to app 'wastage'
  • 8.Executive summary: operators and Apple's competitors need to work together to increase usage and spend on apps for non-iOS devices
  • 9.Recommendations
  • 10.Implications and recommendations [1]
  • 11.Implications and recommendations [2]
  • 12.Implications and recommendations [3]
  • 13.App consumption trends: identifying the key drivers
  • 14.App consumption trends: identifying the key drivers
  • 15.72% of respondents with a smartphone use fewer than 10 apps per month
  • 16.App wastage varies significantly by operating system and length of device ownership
  • 17.France leads the way in our survey in terms of number of app downloads
  • 18.Younger people tend to use more apps than people in older age groups
  • 19.iPhone 5 users download and use twice as many apps as Galaxy S III users
  • 20.iOS accounts for 43% of all apps installed despite the fact that less than 27% of respondents have a device that is operated by this system
  • 21.The correlation between app usage and mobile data spend needs to be stronger in order to improve monetisation
  • 22.Age-related trends for mobile app usage mimic those observed in the online world
  • 23.Nearly half of LOVEFiLM and Netflix subscribers in our survey own a tablet and a smartphone
  • 24.Mobility plays an important part in the monetisation of OTT music services
  • 25.Consumer spend on apps: overall assessment and ecosystem impact analysis
  • 26.Consumer spend on apps: overall assessment and ecosystem impact analysis
  • 27.More than half of respondents with a smartphone have never bought an app
  • 28.App wastage also applies to consumer spend, but to the benefit of market players
  • 29.Half of respondents aged 18-34 spend money on apps, of which 28% spend more than LCU5 per month
  • 30.App spend distribution by respondent is similar for each country, except in Poland where the smartphone market is still relatively niche
  • 31.Respondents who have acquired a device more recently spend more on apps
  • 32.iOS users are twice as likely to pay for an app as users of any other smartphone platform
  • 33.Samsung Galaxy S III and iPhone 4S app shoppers observe similar spending trends, but iPhone 4S users are twice as likely to buy an app
  • 34.Monetisation brings developer interest, which in turn drives innovation for a specific app platform
  • 35.Tablet owners are three times more likely to be heavy smartphone app spenders
  • 36.Alternative revenue sources: the potential for mobile advertising and m-commerce
  • 37.Alternative revenue sources: the potential for mobile advertising and m-commerce
  • 38.Search and in-app advertising drive revenue growth
  • 39.One quarter of smartphone respondents have never noticed mobile advertising
  • 40.Mobile games and mobile video are best for reaching younger customers
  • 41.Google's advertising strategy goes beyond monetising Android users
  • 42.Only 16% of smartphone respondents make a transaction from their mobile phone more than once a month
  • 43.Half of weekly mobile shoppers are on iOS and half of non-mobile shoppers are on Android
  • 44.M-commerce activity behaviour is similar between prepaid and contract customers, indicating a small impact from direct carrier billing
  • 45.Panel information and methodology
  • 46.Methodology
  • 47.Panel information: UK
  • 48.Panel information: France
  • 49.Panel information: Germany
  • 50.Panel information: Spain
  • 51.Panel information: Poland
  • 52.Panel information: USA
  • 53.About the authors and Analysys Mason
  • 54.About the authors
  • 55.About Analysys Mason
  • 56.Research from Analysys Mason
  • 57.Consulting from Analysys Mason

List of figures

  • Figure 1: Countries covered individually in this report
  • Figure 2: Number of apps downloaded, used and paid for per smartphone respondent
  • Figure 3: Smartphone respondents, number of apps installed and paid for, by operating system
  • Figure 4: Smartphone respondents, by number of apps installed and used
  • Figure 5: Apps installed and used per respondent with a smartphone, by OS
  • Figure 6: Apps installed and used per respondent with a smartphone, by length of time of device ownership
  • Figure 7: Apps used as a function of apps installed
  • Figure 8: Apps installed and used, by country
  • Figure 9: Age versus number of apps used
  • Figure 10: Apps downloaded and used, by device model
  • Figure 11: Smartphone respondents, number of apps installed and used, by operating system
  • Figure 12: Contract smartphone data allowance, by number of apps used
  • Figure 13: Use of different categories of apps, by age
  • Figure 14: Penetration of device types among paid-for video subscribers, by provider
  • Figure 15: Streaming OTT music services by payment model and by service
  • Figure 16: Monthly app spend
  • Figure 17: Share of respondents who purchased an app, by level of monthly spend
  • Figure 18: Apps that are used and paid for, by quantity installed
  • Figure 19: Monthly app spend and number of apps bought per respondent by age group
  • Figure 20: Monthly app spend and number of apps bought per respondent by country
  • Figure 21: Monthly app spend for different lengths of smartphone ownership
  • Figure 22: Distribution of smartphone respondents by monthly app spend for each operating system
  • Figure 23: Monthly app spend by device model for app shoppers
  • Figure 24: Smartphone respondents, applications used and installed, by operating system
  • Figure 25: Monthly smartphone app spend by type of device
  • Figure 26: Mobile advertising spend, by channel, worldwide, 2012
  • Figure 27: Percentage of smartphone respondents who have never noticed advertising on their handsets
  • Figure 28: Advertising awareness by activity and age
  • Figure 29: Advertising awareness by activity and by OS
  • Figure 30: Percentage of respondents by level of m-commerce activity
  • Figure 31: M-commerce activity by operating system
  • Figure 32: M-commerce activity by type of mobile service subscriber
  • Figure 33: Survey respondents' demographic data: UK, 2012
  • Figure 34: Survey respondents' demographic data: France, 2012
  • Figure 35: Survey respondents' demographic data: Germany, 2012
  • Figure 36: Survey respondents' demographic data: Spain, 2012
  • Figure 37: Survey respondents' demographic data: Poland, 2012
  • Figure 38: Survey respondents' demographic data: USA, 2012
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