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中東・アフリカにおけるタブレット調査:データプラン・所有・販売

Tablet Survey in the Middle East and Africa 2013: Data Plans, Ownership and Distribution

発行 Analysys Mason 商品コード 291308
出版日 ページ情報 英文 PPT and PDF (38 slides); Excel
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中東・アフリカにおけるタブレット調査:データプラン・所有・販売 Tablet Survey in the Middle East and Africa 2013: Data Plans, Ownership and Distribution
出版日: 2013年12月10日 ページ情報: 英文 PPT and PDF (38 slides); Excel
概要

手ごろな値段のモデルの投入は、MEA(中東・アフリカ)地域におけるタブレットの人気を拡大する助けとなり、ローエンドユーザーの需要を促進します。

当レポートでは、世界17ヶ国のタブレットユーザーを対象に実施された調査結果に基づき、サウジアラビア、南アフリカおよびUAEにおけるタブレットの人口統計動向(所有・購買態度、販売チャネル、データプラン、バンドリング普及動向)、オペレーターへの提言、現在のタブレット所有と将来の購入意思・促進因子、タブレットのモバイルデータ料金プランの導入とバンドリングの役割の分析などを提供しており、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

  • 提言:タブレット販売戦略
  • 提言:セルラー接続普及の最大化

イントロダクション:MEAにおけるタブレットユーザー

  • タブレット調査の市場背景:サウジアラビア、UAEおよび南アフリカの主な市場特徴
  • ほとんどのパネリストが34歳以下、またサウジアラビアとUAEの50%と比較して、南アフリカにおけるユーザーの60%がiPadを所有
  • 最近タブレットを入手した人と長い間デバイスを所有している人を比較すると、タブレットはますます手ごろな価格に

MEAにおけるタブレットの所有・販売チャネル

  • 3カ国におけるタブレットユーザーのわずか57%しか自身のデバイスを所有していない;これらの半数以上がモバイルオペレーターを通じて購入
  • 25-44歳の男性が自身のタブレットを購入する傾向にあるが、その他のセグメントへのアピールも重要
  • 家族は無料タブレット販売を生み出すことが多く、家族向け料金プラン・マーケティングキャンペーンの機会を生む
  • 多くのタブレットが1人以上によって使用されているが、タブレットの売り上げが増加し、小型タブレットが入手可能になっているため、1人での利用も増えている
  • タブレットの置換えサイクルは、サウジアラビアとUAEよりも南アフリカで長くなる予測、ほか

タブレットのモバイルデータパッケージ:支出、バンドリングおよび嗜好

  • MEAパネルの58%が3Gもしくは4Gに接続可能なタブレットを持つが、タブレットをセルラーネットワーク繋げているのは全回答者のわずか34%
  • サウジアラビアとUAEではタブレット接続コストがハードウェア接続コストよりもはるかに高いのに対して、南アフリカではどちらも手ごろな価格
  • 南アフリカにおいてSIM付きタブレットユーザーの多くは契約データプランを持つが、41%はプリペイドデータSIMを利用
  • 契約データプランを持つ南アフリカの回答者の多くは、サウジアラビアとUAEよりもデータ割当量が小さい(2GBもしくは2GB以下)
  • SIMとタブレットはたいていの場合、別々に購入されるが、南アフリカの接続された3Gもしく4Gタブレットの53%はバンドルされたSIMで購入、ほか

調査手法

著者について

図表リスト

目次

The introduction of affordable models is helping to increase the popularity of tablets in the MEA region and drive demand from low-end users.

The tablet market represents a growing opportunity for operators in the Middle East and Africa (MEA) to increase mobile data revenue. The results of our survey show that only 57% of respondents purchased their own tablets. 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; ownership and purchasing behaviours; distribution channels; and data plan and bundling take-up trends in Saudi Arabia, South Africa and the UAE
  • recommendations for operators on:
    • tablet distribution strategies
    • maximising cellular connectivity take-up
  • current tablet ownership and future purchase intentions and drivers
  • adoption of tablet mobile data pricing plans and analysis of the role of bundling.

Survey data coverage

The survey group consisted of 3677 tablet users across three 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:

  • Saudi Arabia
  • South Africa
  • UAE.

About the authors

Karim Yaici (Analyst) leads Analysys Mason's The Middle East and Africa regional research programme. His primary areas of specialisation include operators strategies, telecoms market developments and consumer trends in growth markets. Prior to joining Analysys Mason, Karim was an associate analyst at Informa Telecoms & Media, where he authored reports on mobile accessories and mobile applications. Prior to that, he worked as a research engineer in the Centre for Communication Systems Research (CCSR) and Vodafone. Karim holds an MSc in Information Systems Management from the University of Southampton and a PhD in human-computer interaction from the University of Surrey.

Ronan de Renesse (Principal Analyst) is the lead analyst for Analysys Mason's Mobile Content and Applications and Mobile Broadband and Devices programmes. His primary areas of specialisation include rich media applications and services on mobile, application store forecasting, mobile broadband, tablets and smartphone adoption. Ronan has been analysing the telecoms and media industry since 2003. Prior to joining Analysys Mason, Ronan was a Senior Analyst and the Head of Mobile at IHS Screen Digest, where he had overall responsibility for the Mobile Media Intelligence service and all related activities. Before becoming an industry analyst, Ronan was an academic researcher at the Centre for Telecommunications Research at King's College London. He had numerous articles published in international technology journals and also gave various presentations at high-profile conferences. Ronan holds a PhD in Telecommunications from King's College London.

Table of Contents

  • 5.Executive summary
  • 6. About this report: Analysys Mason's survey of tablet users in Saudi Arabia, the UAE and South Africa - a subset of our worldwide survey
  • 7. Our survey of tablet users in MEA found that most users obtain tablets from non-operator channels, and plan to keep them for less than 2 years
  • 8. Device specifications, connectivity and access to more content are the most-cited important factors affecting tablet purchase decisions
  • 9. Recommendations
  • 10. Recommendations: tablet distribution strategies
  • 11. Recommendations: maximising cellular connectivity take-up
  • 12. Introduction: tablet users in MEA
  • 13. Market context for our tablet survey: key market characteristics of Saudi Arabia, the UAE and South Africa
  • 14. Most panellists are under 34 years old, and 60% of users in South Africa had iPads compared with 50% in Saudi Arabia and the UAE
  • 15. Tablets are becoming increasingly affordable, according to a comparison of recent tablet acquirers with those who have had devices for longer
  • 16. Tablet ownership and distribution channels in MEA
  • 17. Only 57% of tablet users in the three countries purchased their own device; more than half of those were purchased through a mobile operator
  • 18. Males and those aged 25-44 are most likely to make their own tablet purchase, but appealing to other segments is also important
  • 19. Families are most often the source of free tablet distribution, creating opportunities for family tariff plans and marketing campaigns
  • 20. Many tablets are used by more than one person, but sole usage is increasing as tablet sales increase and smaller tablets become available
  • 21. Tablet replacement cycles are expected to be longer in South Africa than in Saudi Arabia and the UAE
  • 22. Device specifications, connectivity and access to more content are most frequently cited factors affecting future tablet purchase decisions
  • 23. More tablet users are influenced by a low price or good deal than are influenced by the ability to buy a tablet on credit
  • 24. Tablet mobile data packages: spend, bundling and preferences
  • 25. 58% of our MEA panel had a 3G or 4G connectable tablet, but only 34% of all respondents connected their tablet to a cellular network
  • 26. Tablet connectivity costs are much higher than hardware costs in Saudi Arabia and the UAE, whereas both are more affordable in South Africa
  • 27. Most users of tablets with SIMs have contract data plans, but 41% use prepaid data SIMs in South Africa
  • 28. Most South African respondents with contract data plans have smaller data allowances (2GB or less) than those in Saudi Arabia and the UAE
  • 29. SIMs and tablets are often purchased separately, but 53% of connected 3G or 4G tablets in South Africa are purchased with a bundled SIM
  • 30. 45% of those on contract data plans have no long-term commitments to their plans, and 17% are using multi-device plans
  • 31. Bundled SIM/tablet packages are becoming increasingly popular, but countries differ in the split between upfront and ongoing charges
  • 32. Methodology
  • 33. Methodology: Analysys Mason's worldwide tablet user survey
  • 34. About the authors and Analysys Mason
  • 35. About the authors
  • 36. Research from Analysys Mason
  • 37. Consulting from Analysys Mason

List of figures

  • Figure 1: Summary of report coverage
  • Figure 2: Respondents by retail channel, by country in MEA and worldwide
  • Figure 3: Percentage of respondents who scored factors as "important" or "essential" in the purchasing decision for their next tablet, by country, MEA
  • Figure 4: Respondents with a residential contract tablet data plan, by contract type and country, MEA
  • Figure 5: Economic and telecoms metrics for the countries covered in this report, 2013 (forecast)
  • Figure 6: Survey respondents by gender, age group and OS, by country
  • Figure 7: Income brackets used in the survey to determine the income group of respondents, by country
  • Figure 8: Respondents by income group and device ownership duration, by country, MEA
  • Figure 9: Respondents by employment status and device ownership duration, by country, MEA
  • Figure 10: Tablet respondents by retail channel, by country in MEA and worldwide
  • Figure 11: Respondents by retail channel and age group, MEA
  • Figure 12: Age distribution of recipients of tablets obtained as a gift, by country in MEA and worldwide
  • Figure 13: Tablet origin for respondents who do not own the tablet to which they have access, by country in MEA and worldwide
  • Figure 14: Tablet origin for respondents who obtained their tablet as a gift, by country in MEA and worldwide
  • Figure 15: Tablet access sharing by retail channel, MEA
  • Figure 16: Expected replacement cycle for tablet users, by country in MEA and worldwide
  • Figure 17: Percentage of respondents who scored factors as "important" or "essential" in the purchasing decision for their next tablet, by country in MEA and worldwide
  • Figure 18: Level of importance assigned to obtaining a low price or good deal when purchasing a tablet, by country in MEA
  • Figure 19: Level of importance assigned to using credit to purchase a tablet, by country in MEA
  • Figure 20: Tablet respondents by type of connectivity enabled on their device, by country in MEA and by region
  • Figure 21: Connectivity costs as a percentage of total cost of ownership (TCO) for tablet contract bundles, and indicative TCO of Samsung Galaxy Tab 10.1, by operator and data allowance, selected countries in MEA
  • Figure 22: Respondents who use 3G/4G on their tablet, by payment model, by country in MEA
  • Figure 23: Cost per megabyte of Vodacom's prepaid and contract data services, by monthly data cap, South Africa, October 2013
  • Figure 24: Monthly data allowances for tablet respondents with a mobile data plan, by country in MEA
  • Figure 25: Respondents with contract data plans, by SIM deal, by country in MEA
  • Figure 26: Respondents with a residential contract tablet data plan, by contract type, by country in MEA and worldwide
  • Figure 27: Respondents with a residential contract tablet data plan, by SIM deal and ownership duration, MEA
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