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中東・アフリカにおけるモバイルインターネット調査:OTTサービスおよびモバイルマネーの利用

Mobile Internet Survey in the Middle East and Africa 2013: OTT Services and Mobile Money Usage

発行 Analysys Mason 商品コード 270265
出版日 ページ情報 英文 Survey Report
納期: 即日から翌営業日
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中東・アフリカにおけるモバイルインターネット調査:OTTサービスおよびモバイルマネーの利用 Mobile Internet Survey in the Middle East and Africa 2013: OTT Services and Mobile Money Usage
出版日: 2013年05月07日 ページ情報: 英文 Survey Report
概要

当レポートでは、中東・アフリカ地域におけるモバイルインターネットユーザー調査結果を分析し、OTT通信サービス利用の分析、OTTメディアサービスの利用の分析、ケニア、ナイジェリアおよび南アフリカにおけるモバイルマネーサービスの利用と提供の分析、国別のモバイルインターネットユーザー数内訳、および同地域においてOTT脅威に対応するためのオペレーターへの提案などをまとめ、、概略以下の構成でお届けします。

エグゼクティブサマリー

提案

市場背景:中東・アフリカにおける多機能携帯電話・スマートフォン

  • 調査対象国の概要
  • 調査対象となった中東・北アフリカ(MENA)地域におけるモバイルインターネットユーザーの約70%がスマートフォンを使用するが、多機能携帯電話はサハラ以南アフリカ(SSA)地域で優勢
  • 回答者の半数強がNokiaの多機能携帯電話またはスマートフォンを使用するが、その他のベンダーのシェアは国ごとに異なる

OTTモバイル通信サービス

  • モバイルインターネット回答者の約80%がソーシャルネットワーキング、音声通話またはメッセージング用に少なくとも1種類のOTTサービスを利用
  • ソーシャルネットワーキング、eメールおよびインスタントメッセージングは中東・アフリカ(MEA)で最も一般的に用いられているOTTサービスであり、その他の世界の動向を反映
  • 地域全体にわたってソーシャルネットワーキングの使用は高い概、Facebook Messengerはスマートフォン普及率の高いMEA地域に限定される、ほか

OTTモバイルメディアサービス

  • MEAにおける回答者の半数以上がビデオ、ゲームおよびミュージックといったエンターテインメントサービスへのアクセスに携帯電話を利用
  • スマートフォン利用の回答者は自身の端末で多機能携帯電話ユーザーよりもビデオを1日あたり2倍視聴する傾向
  • YouTubeはMEAで最もアクセスされるオンラインビデオサービスだが、MENAの多くのユーザーはSSAよりもWi-Fiだけでビデオにアクセスすることを選択、ほか

モバイルマネーサービス

  • モバイルはSSA地域全体で通話時間トップアップおよび送金に使用されるが、ケニアの回答者は利用率が最も高く、多様性がある
  • ケニアはSafaricom M-PESAの幅広い利用のおかげで国内モバイルマネー取引に関してSSA諸国をけん引
  • モバイルオペレーターはケニアおよびナイジェリアにおけるモバイルマネーサービスの主要プロバイダーだが、南アフリカでは銀行が市場を独占

調査手法・国別の詳細

  • 調査手法:中東・アフリカにおけるモバイルインターネット調査
  • 市場サマリー・パネル詳細:エジプト
  • 市場サマリー・パネル詳細:サウジアラビア
  • 市場サマリー・パネル詳細:アラブ首長国連邦(UAE)
  • 市場サマリー・パネル詳細:ケニア
  • 市場サマリー・パネル詳細:ナイジェリア
  • 市場サマリー・パネル詳細:南アフリカ

著者・Analysys Masonについて

図表リスト

目次

Abstract

An increasing proportion of mobile users in the Middle East and Africa are adopting OTT communication services and using mobile money services, so operators need to consider their position and ambitions and choose a strategy to counter this threat to their revenue.

image1

Analysys Mason's survey of mobile Internet users in 2012-2013 in the Middle East and Africa (MEA) revealed that 80% of them use over-the-top (OTT) messaging services, of which 44% use WhatsApp Messenger. This highlights the growing adoption of IP-based messaging services in the MEA region, and reinforces how important it is for operators to respond to this threat as part of their strategy.


This report provides:

  • the findings from primary research on mobile Internet users in the MEA region
  • analysis of the usage of OTT communication services such as WhatsApp Messenger, Facebook Messenger, BlackBerry Messenger, Apple's iMessage and Windows Live Messenger
  • analysis of the usage of OTT media services such as YouTube
  • analysis of the usage and provision of mobile money services in Kenya, Nigeria and South Africa
  • a breakdown of mobile Internet user numbers by country
  • recommendations for operators to address the OTT threat in the MEA region.

The survey was conducted during November 2012-January 2013 with a sample of 4250 mobile Internet users in six countries (three in the Middle East and North Africa (MENA) and three in Sub-Saharan Africa (SSA)). It was carried out in association with On Device Research.

Data coverage

The annex contains the data underlying the charts in the report. It is based on responses to a survey that Analysys Mason conducted between November 2012 and January 2013 in the Middle East and Africa. Some charts in the report present data in aggregate form, for instance by only showing the averages in a region (that is, the Middle East and North Africa (MENA) and Sub-Saharan Africa (SSA)), but in the data annex we have included a breakdown of survey responses per country, and we have shown the sample size for each question.

GEOGRAPHICAL COVERAGE

Data is provided for the following six individual countries in two regions of the Middle East and Africa.

Sub-Saharan Africa (SSA):

  • Kenya
  • Nigeria
  • South Africa.

The Middle East and North Africa (MENA):

  • Egypt
  • Saudi Arabia
  • United Arab Emirates (UAE).

Table of Contents

  • 6.Executive summary
  • 7.Our survey reveals that usage of OTT services is high across MEA despite differences in smartphone penetration and access to high-speed networks
  • 8.OTT messaging services are relatively new in MEA, but respondents reported high levels of usage of WhatsApp Messenger
  • 9.YouTube dominates mobile video usage in MEA, while penetration of mobile money usage is highest and most diverse in Kenya
  • 10.About this report
  • 11.Recommendations
  • 12.Recommendations
  • 13.Market context: feature phones and smartphones in the Middle East and Africa
  • 14.Overview of surveyed countries
  • 15.Almost 70% of surveyed mobile Internet users in MENA use smartphones, while feature phones dominate in SSA countries
  • 16.Slightly more than half of respondents have a Nokia feature phone or smartphone, while other vendors' shares vary by country
  • 17.OTT mobile communication services
  • 18.Almost 80% of mobile Internet respondents use at least one type of OTT service for social networking, voice calls or messaging
  • 19.Social networking, email and instant messaging were the most-commonly used OTT services in MEA, which reflects trends in the rest of the world
  • 20.Use of social networking is high across the region, but Facebook Messenger is confined to MEA where smartphone penetration is high
  • 21.Use of cross-platform messaging apps like WhatsApp Messenger is more widespread than platform-specific services like BlackBerry Messenger
  • 22.Windows Live Messenger is being discontinued and users are likely to migrate to other platforms such as Skype and Nimbuzz
  • 23.Overall, frequent SMS users also use OTT messaging services, but the cannibalisation threat is more material in MENA countries than SSA
  • 24.OTT mobile media services
  • 25.More than half of respondents in MEA have used their mobile phones to access entertainment services such as video, games and music
  • 26.Respondents with a smartphone are twice as likely as feature phone users to watch video on a daily basis on their handset
  • 27.YouTube is the most accessed online video service in MEA, while more users in MENA opt to exclusively access video over Wi-Fi than in SSA
  • 28.Lack of interest, cost and lack of awareness are the main obstacles to mobile video consumption for half of non-users
  • 29.Mobile money services
  • 30.Mobile is used across sub-Saharan Africa for airtime top-ups and transfers but respondents from Kenya have the highest and most diverse usage
  • 31.Kenya leads SSA countries in terms of inbound mobile money transactions thanks to the widespread use of Safaricom's M-PESA
  • 32.Mobile operators are the primary providers of mobile money services in Kenya and Nigeria, while banks dominate the market in South Africa
  • 33.Survey methodology and country details
  • 34.Methodology: Mobile Internet Survey in the Middle East and Africa 2013
  • 35.Market summary and panel details: Egypt
  • 36.Market summary and panel details: Saudi Arabia
  • 37.Market summary and panel details: United Arab Emirates
  • 38.Market summary and panel details: Kenya
  • 39.Market summary and panel details: Nigeria
  • 40.Market summary and panel details: South Africa
  • 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: Selected findings from the Mobile Internet survey in the Middle East and Africa 2013
  • Figure 2: Penetration of OTT communication services as reported by mobile Internet users, by service type
  • Figure 3: Penetration of mobile video services as reported by mobile Internet users, by service type
  • Figure 4: Survey demographics for the countries covered in this report
  • Figure 5: Economic and telecoms metrics for the countries and regions covered in this report, 2012
  • Figure 6: Smartphone ownership and GDP per capita in 2012, by country
  • Figure 7: Operating system of smartphones used by respondents, by country
  • Figure 8: Manufacturer of feature phones used by respondents, by country
  • Figure 9: Penetration of OTT services on mobile, by country
  • Figure 10: Penetration of OTT services on mobile, by type of mobile phone and country
  • Figure 11: Most frequently used OTT services on mobile, by country
  • Figure 12: Facebook Messenger, frequency of use on mobile phones, by country
  • Figure 13: WhatsApp Messenger, frequency of use on mobile phones, by country
  • Figure 14: BlackBerry Messenger and Apple's iMessage, frequency of use on mobile phones, by country
  • Figure 15: Skype, frequency of use on mobile phones, by country
  • Figure 16: MSN Messenger/Windows Live Messenger, frequency of use on mobile phones, by country
  • Figure 17: SMS, frequency of use if using OTT services on mobile phones, by country
  • Figure 18: SMS, frequency of use if not using OTT services on mobile phones, by country
  • Figure 19: Top-five online services used by respondents on their mobile phone within the past 3 months, Egypt, Saudi Arabia and UAE
  • Figure 20: Top-five online services used by respondents on their mobile phone within the past 3 months, Kenya, Nigeria and South Africa
  • Figure 21: Reported use of video on mobile phones within the past 3 months, by handset type and country
  • Figure 22: Reported propensity to watch videos on mobile phones at least once a day, by handset type and country
  • Figure 23: Most accessed video service on mobile phones, by type and country
  • Figure 24: Use of Wi-Fi to access video services on mobile phones, by country
  • Figure 25: Reasons for not watching video on mobile phones in Egypt, Saudi Arabia and UAE
  • Figure 26: Reasons for not watching video on mobile phones in Kenya, Nigeria and South Africa
  • Figure 27: Reported use of mobile money transfer services in Kenya, Nigeria and South Africa
  • Figure 28: Reported use of services for receiving mobile money in Kenya, Nigeria and South Africa
  • Figure 29: Mobile money services by provider in Kenya, Nigeria and South Africa
  • Figure 30: Survey respondents' demographic data: Egypt
  • Figure 31: Survey respondents' demographic data: Saudi Arabia
  • Figure 32: Survey respondents' demographic data: UAE
  • Figure 33: Survey respondents' demographic data: Kenya
  • Figure 34: Survey respondents' demographic data: Nigeria
  • Figure 35: Survey respondents' demographic data: South Africa
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