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世界のタブレット調査:アプリケーション利用・支出・マルチデバイス置換えの動向

Tablet Survey Worldwide 2013: Application Usage, Spend and Multi-Device Substitution Trends

発行 Analysys Mason 商品コード 294994
出版日 ページ情報 英文 PPT and PDF (26 slides); Excel
納期: 即日から翌営業日
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世界のタブレット調査:アプリケーション利用・支出・マルチデバイス置換えの動向 Tablet Survey Worldwide 2013: Application Usage, Spend and Multi-Device Substitution Trends
出版日: 2014年02月05日 ページ情報: 英文 PPT and PDF (26 slides); Excel
概要

タブレットの売り上げは2012年に倍増し、同デバイスセグメントはモバイルデータ収益の増加を目指すオペレーターに大きな機会を示しています。無料アプリケーションの幅広い利用可能性は、タブレットおよびその他のデバイス上でのアプリケーションの需要と利用を刺激しています。しかし同時に、消費者はアプリケーションの購入意思が低いため - 調査回答者の44%が自身の端末またはタブレットでアプリケーションを購入したことが無い - ステークホルダーにとってはアプリケーション利用の収益化を難しくしています。

当レポートでは、世界14カ国で実施したタブレットユーザー(18歳以上、43,434人)調査に基づき、アプリケーションの利用・支出動向、デバイスメーカー別のタブレット利用動向、および国別のコンテンツ利用・消費動向などを分析しており、概略以下の構成でお届けします。

主な調査内容

  • アプリケーション利用・支出:人口統計・タブレットのタイプ別
  • アプリケーション利用に対する接続の影響
  • タブレットにおけるブラウジング、eメール、ソーシャルネットワーキング、mコマースおよびメディアアプリケーションの利用:デバイスメーカー別
  • スマートフォン・PCにおけるタブレットのカニバリゼーション
  • アプリケーション・コンテンツの消費・支出:国別

調査対象国:各国のデータ

  • ブラジル
  • 中国
  • フランス
  • ドイツ
  • イタリア
  • マレーシア
  • メキシコ
  • ポーランド
  • サウジアラビア
  • シンガポール
  • 南アフリカ
  • スペイン
  • スウェーデン
  • トルコ
  • UAE
  • 英国
  • 米国

調査対象企業

  • Amazon
  • Apple
  • Google
  • Samsung
目次

A mature content ecosystem linked to a strong ecommerce platform is critical to maximise app spend potential.

Tablet sales doubled in 2012, and this device segment represents a significant opportunity for operators to increase mobile data revenue. The wide availability of free apps has helped spur demand for, and usage of, apps on tablets and other devices. However, it also makes it difficult for stakeholders to monetise app usage because consumers are less willing to purchase apps - 44% of respondents in our survey had never bought an app for their handset or their 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.

The report provides detailed insight into the following areas covered in the survey:

  • app usage and spend by demographic and type of tablet
  • impact of connectivity on app usage
  • use of browsing, email, social networking, m-commerce and media apps on tablets by device manufacturer
  • tablet cannibalisation on smartphones and PCs
  • app and content consumption and spend by country.

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 Viewpoint:

  • Amazon
  • Apple
  • Samsung.
  • Google

ABOUT THE AUTHORS:

Ronan de Renesse (Principal Analyst) is the lead analyst for Analysys Mason's Mobile Devices and Digital Economy 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. For the past 5 years, Ronan has led the conception and development of various mobile media and technology forecasts, including those for mobile video, mobile music, mobile games, mobile applications, mobile broadband and smartphones. 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.

Martin Scott (Principal Analyst) Martin is the head of Analysys Mason's Consumer Services research practice, which constitutes the Fixed Broadband and Multi-Play, Next-Generation Services, Mobile Services, Mobile Devices and Digital Economy research programmes. He also leads the Fixed Broadband and Multi-Play research programme. His primary areas of specialisation include the bundling and pricing of multi-play services, including quadruple-play bundling, customer satisfaction and consumer-facing marketing strategy. He also specialises in statistics, surveys and the analysis of primary research; he co-ordinates Analysys Mason's Connected Consumer and Consumer smartphone usage series of research. Martin has produced analysis for Analysys Mason, and for individual clients, related to many different aspects of telecoms and media, not limited to: fixed-mobile bundling strategies; customer retention and satisfaction (churn reduction) strategies; pricing; market segmentation; consumer demand for present and next-generation services; and the business case for value-added services such as streaming music. Martin has a Master's degree in Mathematics from Oxford University.

Table of Contents

  • Executive summary
  • Recommendations
  • Application usage and spend: key drivers and general trends
  • Content category in detail: Search and browsing, m-commerce and vendor positioning
  • Impact on other devices of tablet application usage and spend
  • Methodology
  • About the authors and Analysys Mason
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