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世界のタブレット調査:デバイス・データプラン・接続 - 現在の利用・将来の志向

Tablet Survey Worldwide 2013: Devices, Data Plans and Connectivity - Current Usage, Future Intentions

発行 Analysys Mason 商品コード 289994
出版日 ページ情報 英文 PPT and PDF (49 slides); Excel
納期: 即日から翌営業日
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本日の銀行送金レート: 1USD=107.50円で換算しております。
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世界のタブレット調査:デバイス・データプラン・接続 - 現在の利用・将来の志向 Tablet Survey Worldwide 2013: Devices, Data Plans and Connectivity - Current Usage, Future Intentions
出版日: 2013年11月15日 ページ情報: 英文 PPT and PDF (49 slides); Excel
概要

2012年にタブレットの売り上げは倍増し、コネクテッド消費者の時間と予算でますます大きなシェアを獲得しています。回答者の47%が3G/4Gの接続対応タブレットを所有しています。

当レポートでは、Analysys Masonが世界17カ国のタブレットユーザーを対象に実施した調査の結果に基づき、国・モデル別によるタブレットの人口統計動向、流通チャネル、所有動向および成長領域、オペレーターへの提言、タブレット市場におけるギフティング・アクセスシェアリングの影響評価、タブレット接続促進因子の詳細な分析、国別のタブレット接続機能・利用(3G/4GおよびWi-Fiのみ)、タブレットのモバイルデータ料金プランの導入とビジネスモデルの議論、将来のタブレット購入志向などについて、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

タブレット消費者の紹介

  • 学生および45歳以上の層は考慮に値するタブレットユーザーの隙間市場
  • 展望:低価格の障壁はタブレットユーザーの平均年齢を下げる
  • 低所得者層・非労働者の間では、値ごろ感もタブレット売上の促進因子
  • Amazonは年齢に関して最も多様な顧客層を抱える:若い回答者の間でiPadはSamsungのタブレットほど人気ではない
  • 回答者間で友人・家族はタブレットの最大の貢献者であり、現在使用されている全タブレットの39%に相当、ほか

タブレット接続の最大化

  • 回答者の28.47%が3G/4G接続対応タブレットを所有しているが、その半数が実際に機能を利用
  • 全体的なタブレット普及率が高いにもかかわらず、より成熟した市場のほうがコネクテッドタブレットの導入割合が小さい
  • Wi-Fiのアベイラビリティおよびモバイルデータ料金は、回答者がタブレットをセルラーネットワークに接続しない2大理由
  • モビリティは接続の需要を促進するが、ネットワーク範囲の不足とモバイルデータ料金の高さはいくつかの諸国において主要な阻害因子となる
  • 回答者の32.28%は自宅でタブレットを利用せず、また32%は自宅でのみ利用していることは、相違するニーズと利用例を浮き彫りに、ほか

調査手法

著者・Analysys Mason について

目次

The shared access nature of tablets means that, while a tablet might not be replaced as early as hoped, demand for new tablets for secondary users is still strong.

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Tablet sales doubled in 2012, and this device segment captures an increasingly significant share of connected consumers' time and wallet. The tablet market represents a significant opportunity for operators to increase their mobile data revenue. Results from this survey show that 47% of respondents had a 3G/4G connectable tablet. This report is based on Analysys Mason's worldwide survey of 43 134 tablet users across 17 countries conducted in June and July 2013.


This report provides:

  • tablet demographic trends, distribution channels, ownership trends and growth areas by country and by model
  • recommendations for operators on:
    • tablet distribution strategies
    • maximising connectivity attachment rates
  • evaluation of the impact of gifting and access sharing on the tablet market
  • in-depth analysis of tablet connectivity drivers
  • tablet connectivity capabilities and usage (3G/4G and Wi-Fi-only) by country
  • adoption of tablet mobile data pricing plans and discussion of business models
  • future tablet purchase intentions
  • ways in which tablets might substitute for the use of other devices.

Survey data coverage

The survey group consisted of 43 134 tablet users across 17 countries, aged 18 and over. Respondents were selected from, and recruited to, On Device Research's tablet survey panel until nationally representative quotas (set by us) for tablet ownership by gender, age range and the OS of the device were reached. Quotas were designed such that, for each country, we had a sufficient number of respondents of each quota to be demographically representative of a 750-respondent-per-country panel. Respondents were asked to complete a 10-minute questionnaire on the device. Questions took the form of yes/no, multiple choice and simple scales.

Geographical coverage

Data is provided for the following individual countries:

  • Brazil
  • China
  • France
  • Germany
  • Italy
  • Malaysia
  • Mexico
  • Poland
  • Saudi Arabia
  • Singapore
  • South Africa
  • Spain
  • Sweden
  • Turkey
  • UAE
  • UK
  • USA.

Company coverage

The following companies are mentioned in this report:

  • Amazon
  • Apple
  • AT&T
  • Google
  • Orange Switzerland
  • Samsung

Table of Contents

  • 5.Executive summary
  • 6.About this report
  • 7.Executive summary [1]: The tablet market still presents significant opportunities for operators
  • 8.Executive summary [2]: Despite wide adoption, sales volumes are set to decline because of longer-than-expected replacement rates
  • 9.Recommendations
  • 10.Recommendations [1]: tablet distribution strategies
  • 11.Recommendations [2]: maximising connectivity attachment rates
  • 12.Recommendations [3]: Tablet mobile data tariffs are usually inadequate; operators must better understand users' connectivity needs
  • 13.Introducing the tablet consumer
  • 14.Students and the over-45 age group are tablet user niches worth considering
  • 15.Outlook: lower cost barriers are reducing the average age of tablet users
  • 16.Affordability also drives tablet sales among lower-income groups and non-workers
  • 17.Amazon has the most varied customer group in terms of age; the iPad is not as popular as Samsung tablets among younger respondents
  • 18.Tablet distribution channels and ownership trends
  • 19.Friends and family are the largest distributors of tablets among respondents, corresponding to 39% of all tablets currently in use
  • 20.Operator presence is stronger in Asia-Pacific and the Middle East; while less-expensive tablets boost gifting in developed countries
  • 21.Operators have the most influence among 25-34-year-olds; nearly a third of 18-24-year-olds obtained their tablet as a gift
  • 22.Families are the main source of tablets acquired free of charge, creating opportunities for family tariff plans and marketing campaigns
  • 23.Tablets are shared devices: less than half of respondents are the sole user of the tablet to which they have access
  • 24.Replacement cycles for tablets may be longer than anticipated, despite increasing affordability
  • 25.Low replacement rates in developed markets will slow down tablet sales significantly in the short-to-mid term
  • 26.Financing plans and subsidies have the least impact on the purchasing decision, but affordability remains key
  • 27.Maximising tablet connectivity
  • 28.47% of respondents have a 3G/4G connectable tablet, but only half of them actually use this feature
  • 29.More-mature markets have a smaller percentage of connected tablet adoption, despite higher overall tablet penetration
  • 30.Wi-Fi availability and mobile data prices are the two main reasons for respondents not connecting their tablet to the cellular network
  • 31.Mobility drives demand for connectivity, but the lack of network coverage and high mobile data prices can be major inhibitors in some countries
  • 32.28% of respondents never use their tablet at home, and 32% use it only at home, illustrating divergent needs and use cases
  • 33.Local commuting is not necessarily the only driver for cellular connectivity
  • 34.More than half of Amazon tablets and Apple iPad Mini tablets in our panel were Wi-Fi-only
  • 35.Connectivity costs dwarf hardware costs for low-end tablets, negatively impacting sales of connected tablets
  • 36.Mobile data spend and business models
  • 37.Tablet tariffs are similarly structured to smartphone tariffs, but differences in usage patterns and sales channels could also suit other approaches
  • 38.The majority of tablet SIM users are on contracts, but 39% of these users have no long-term contract commitments
  • 39.38% of tablet respondents with a 3G/4G connected tablet obtained their SIM bundled with their device
  • 40.Longer contracts are more likely to be sold at the device point of sale with a bundled SIM, showing the need for operator influence in sales channels
  • 41.More than half of tablet respondents with a data plan have a data allowance of 3GB or more per month
  • 42.Methodology
  • 43.Methodology
  • 44.About the authors and Analysys Mason
  • 45.About the authors
  • 46.About Analysys Mason
  • 47.Research from Analysys Mason
  • 48.Consulting from Analysys Mason
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