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消費者によるスマートフォン利用:OTT通信サービス

Consumer Smartphone Usage 2014: OTT Communication Services

発行 Analysys Mason 商品コード 300635
出版日 ページ情報 英文 PPT and PDF (48 slides); Excel
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消費者によるスマートフォン利用:OTT通信サービス Consumer Smartphone Usage 2014: OTT Communication Services
出版日: 2014年04月24日 ページ情報: 英文 PPT and PDF (48 slides); Excel
概要

いくつかの国においては、IPメッセージングサービスは普及率という側面においてソーシャルネットワーキングサービスと競合しており、従来型メッセージングサービスに対し潜在的に劇的な影響を及ぼしています。欧州においてはスペイン、オランダ、そして目下ドイツにて、WhatsApp Messengerが堅調な導入曲線を描いており、パネリストの90%がこれを利用しています。

当レポートでは、2013年8月中旬から10月末の期間におけるフランス、ドイツ、英国および米国の消費者によるスマートフォンの利用について調査分析し、IP通信サービスの利用に重点を置きながら従来型の音声およびメッセージングサービスとの関連を分析するとともに、スマートフォンがいかに通信習慣を変化しつつあるかについての分析をまとめるなど、概略以下の構成でお届けいたします。

エグゼクティブサマリー

  • IPメッセージングサービスが急速に成長、ドイツでは披露導入され英国がそれに続こうとしている
  • ユーザー関与の面において、WhatsAppおよび「ソーシャルメッセージング」アプリがFacebookと対抗
  • IP通信アプリの高い普及率にも関わらずレガシーサービスのフルサービス代替は依然として希少

提言

  • 提言1
  • 提言2

複数の通信サービスがスマートフォン上で共存

  • スマートフォン上で「通信」に費やす時間が増えているが、エンターテイメントが表に出てきたため相対的には減少
  • スマートフォンは様々な通信サービスを競争に参入させている、従来のサービスはユーザーの関心を集めるために競合する必要がある
  • 1日の時刻による利用を追跡することによって、異なる通信サービスの特徴が浮き彫りになる

通信アプリ利用の分析

  • IPメッセージングサービスはドイツにて大きな成功を収めており、他の国においても強固な地位を確立しつつある
  • WhatsAppは数カ国においてマスマーケットの地位を築いており、Facebookの独壇場に挑んでいる
  • 英国におけるWhatsApp Messengerの導入は、ドイツ、オランダおよびスペインと同じ軌跡を辿っている
  • Skypeはそのマルチサービス命題による恩恵を受けているが音声・ビデオサービスはニッチの使用事例に限られている
  • AppleのiMessageがあるにも関わらずiOSユーザーはAndoridユーザーと同様に代替メッセージングサービスを使う傾向にある
  • IPメッセージングの普及率が高い国では、複数のアプリを使う傾向が高い
  • WhatsAppはユーザーの関与においてFacebookと対抗し、Facebookのメッセンジャーアプリよりも優れている
  • WhatsAppは頻度の高い利用における潜在力を示しており、プラットフォームとしての魅力をさらに高めている
  • 人気あるメッセージングアプリの利用は若者の間では高い、VoIPサービスにおいてはこの傾向は該当しない
  • SMS/MMSユーザー体験を向上するアプリは米国において確立されているが、欧州ではIPメッセージングアプリ後塵を拝する
  • ボイスメールサービスはパネリストの19%によって使われ、ほとんどがオペレーターが提供するアプリを利用
  • いくつかの「Telco OTT」イニシアチブ、BT SmartTalk、TU GoおよびLibonが調査に含まれている、joynはドイツではまだ勢いを得ていない

従来サービスの代替による影響の定量化

  • モバイルオペレーターに対する通信アプリの導入による影響は同様ではない、オペレーターによる市場区分が最も明確なのは英国
  • IPメッセージングユーザーの41%がSMS/MMSよりもこれを使っているが、完全に代替利用しているのは僅かなユーザー
  • SMS/MMSはフランスと米国においては主たるメッセージングサービスとしての位置付けを保持しているが、英国の若いユーザーには置き換えられている
  • SMS利用量は、依然としてIPメッセージングアプリユーザーのほうが非ユーザーよりも多い
  • VoIPサービスはほとんどのユーザーにとっては僅かな利用に限れられている
  • VoIPサービスの一部利用は米国のパネリストおよび英国の若者の間で高い
  • 音声利用量はVoIPアプリユーザーの方が非ユーザーよりも高いが、代替傾向は進んでいる
  • 国際ローミングはVoIPサービスの主たる使用事例であったが、パネリストの姿勢はこの脅威が未確認のものであったことを提示している

調査手法と定義

著者とAnalysys Masonについて

  • 著者について
  • Analysys Masonについて
  • Analysys Masonの調査
  • Analysys Masonのコンサルティング

図表リスト

目次

Leading messaging app WhatsApp Messenger has a very high daily average usage (18.3 minutes), higher than Facebook's industry benchmark (18.1 minutes and a penetration of 78%).

In some countries, IP messaging services are rivalling social networking services in terms of penetration with a potentially dramatic impact on legacy messaging services. European observers have witnessed strong adoption curves for WhatsApp Messenger in Spain and the Netherlands, and now in Germany, where 90% of our panellists used it.

This report analyses the smartphone usage of consumers in France, Germany, the UK and the USA between mid-August and the end of October 2013. The analysis is based on data provided by Nielsen, using an on-device monitoring app developed by Arbitron Mobile. The report focuses specifically on the use of IP communication services and their relationship with traditional voice and messaging services. The main objective of the report is to understand how smartphones are changing communication habits.


It answers the following key questions and provides recommendations for operators and vendors.

  • How is the relationship between consumers and smartphones evolving with respect to core communication features?
  • How significant is the substitution effect of IP messaging and VoIP services on traditional voice and messaging?
  • What demographic factors account for the significant difference between IP messaging take-up in different countries?

The event-level data allows us to produce in-depth analysis of information including:

  • foreground app usage (‘face time')
  • data traffic (cellular and Wi-Fi)
  • location (home, away and travelling)
  • voice and SMS usage.

GEOGRAPHICAL COVERAGE

Data is provided for the following individual countries:

  • France
  • Germany
  • UK
  • USA.

The following companies are mentioned in this report.

  • Apple
  • AT&T
  • Bouygues
  • BT
  • EE
  • E-Plus
  • Facebook
  • Free Mobile
  • Google
  • Kik
  • LINE
  • Orange
  • Samsung
  • SFR
  • Skype
  • Snapchat
  • Tango
  • Telefónica (O2)
  • Three
  • T-Mobile
  • Twitter
  • Verizon
  • Viber
  • Vodafone
  • WeChat
  • WhatsApp
  • Yahoo!

ABOUT THE AUTHORS

Stephen Sale (Principal Analyst) is the lead analyst for Analysys Mason's Mobile Services and Next-Generation Services research programmes. His primary areas of specialisation include next-generation communication services, over-the-top (OTT) player strategies and mobile pricing. He also has extensive experience in analysing mobile operator strategies and forecasting mobile service markets. Before joining Analysys Mason in 2004, Stephen worked in the industry on areas that include VoIP, next-generation service architecture and broadband access. has a degree in economics and an interdisciplinary MRes from the University of London.

Martin Scott (Practice Head, Consumer Services Research) 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 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

  • 7. Executive summary
  • 8. Executive summary: IP messaging services are growing rapidly; they have achieved mass adoption in Germany, and the UK is set to follow
  • 9. Executive summary: WhatsApp and the ‘social messaging' apps are rivalling Facebook in terms of user engagement
  • 10. Executive summary: Full service substitution of legacy services remains rare despite high penetration levels of IP communications apps
  • 11. Recommendations
  • 12. Recommendations [1]
  • 13. Recommendations [2]
  • 14. Multiple communication services co-exist on smartphones
  • 15. The amount of time spent ‘communicating' on smartphones is increasing but has diminished in relative terms as entertainment comes to the fore
  • 16. Smartphones are bringing a variety of communication services into competition; legacy services must compete for users' attention
  • 17. Tracking usage by time of day highlights the various characteristics of different communication services
  • 18. Analysis of communications app usage
  • 19. IP messaging services have been very successful in Germany and are establishing a strong position in other countries
  • 20. WhatsApp has achieved mass-market status in some countries and is challenging the dominance of Facebook
  • 21. WhatsApp Messenger adoption in the UK is following the same trajectory as in Germany, the Netherlands and Spain
  • 22. Skype benefits from its multiservice proposition, but voice and video services remain limited to niche use cases
  • 23. Despite the availability of Apple's iMessage, iOS users are almost as likely to use alternative messaging services as Android users
  • 24. Countries with higher levels of IP messaging penetration also show higher usage of multiple apps
  • 25. WhatsApp rivals Facebook for user engagement and far outperforms Facebook's own Messenger app
  • 26. WhatsApp also demonstrates its potential for very frequent usage, further enhancing its appeal as a platform
  • 27. Usage of popular messaging apps is higher among younger users; this tends not to be the case for VoIP services
  • 28. Apps that enhance the SMS/MMS user experience are well established in the USA, but are probably losing out to IP messaging apps in Europe
  • 29. Voicemail services were used by 19% of panellists, and most used an app provided by their operator
  • 30. A number of ‘telco OTT' initiatives registered in the study, notably BT SmartTalk, TU Go and Libon; joyn had yet to gain momentum in Germany
  • 31. Quantifying the impact of substitution on legacy services
  • 32. Mobile operators are not equally affected by communications app adoption; the clearest market segmentation by operator is in the UK
  • 33. 41% of users of IP messaging services used these more than SMS/MMS, but full substitution was limited to a small number of users
  • 34. SMS/MMS retains its position as the primary messaging service in France and the USA, but is being displaced among younger users in the UK
  • 35. SMS usage volumes remain higher for users of IP messaging apps than for non-users
  • 36. VoIP services are limited to marginal use cases for most users
  • 37. Proportional usage of VoIP services is highest among US panellists and youngsters in the UK
  • 38. Voice volumes are also higher for users of VoIP apps than for non-users, but substitution is likely to be occurring
  • 39. International roaming has been a strong use case for VoIP services, but panellist behaviour suggests that this threat has remained unrealised
  • 40. Methodology and definitions
  • 41. Methodology and definitions [1]
  • 42. Methodology and definitions [2]
  • 43. About the authors and Analysys Mason
  • 44. About the authors
  • 45. About Analysys Mason
  • 46. Research from Analysys Mason
  • 47. Consulting from Analysys Mason

List of figures

  • Figure 1: Penetration of social networking and communications apps (excluding email), by country
  • Figure 2: Penetration of IP message apps, by age and country
  • Figure 3: Average daily usage of selected communications and social networking apps
  • Figure 4: Time spent using IP messaging apps as a proportion of overall time spent using messaging services (including SMS/MMS)
  • Figure 5: Average time per day spent using various functions and apps on smartphones, 2011
  • Figure 6: Average time per day spent using various functions and apps on smartphones, 2013
  • Figure 7: Penetration rates of various communication services, 2011 and 2013
  • Figure 8: Time of day during which the panel initiated different smartphone communication activities, as a percentage of daily instances, USA
  • Figure 9: Penetration of social networking and communications apps (excluding email), by country
  • Figure 10: Penetration of IP communications apps (excluding email), by age and country
  • Figure 11: Penetration of top-ten communications and social networking add-on apps, by country
  • Figure 12: Active users of selected messaging apps, by age and country
  • Figure 13: Active users of Skype, by age and country
  • Figure 14: Active users of selected voice and video services, by age and country
  • Figure 15: Active users of FaceTime on iOS devices, by age and country
  • Figure 16: Active users of selected IP messaging apps, by OS
  • Figure 17: Active users of selected communications apps, by device type
  • Figure 18: Usage of multiple messaging apps and penetration of IP messaging apps, by country
  • Figure 19: Average daily usage of selected communications and social networking apps
  • Figure 20: Percentage of panellists who use selected communications apps on a daily basis, and app penetration, by country
  • Figure 21: Average minutes of use per day for selected communications apps, by age
  • Figure 22: Penetration and daily average usage of the top-five SMS/MMS apps
  • Figure 23: Penetration of voicemail platforms and apps (does not include native iOS visual voicemail), by age and country
  • Figure 24: Penetration and daily average usage of the top-five voicemail platforms and apps
  • Figure 25: Penetration and daily average usage of selected operator communication services
  • Figure 26: Penetration of IP messaging services, by network operator and country
  • Figure 27: Penetration of VoIP services, by network operator and country
  • Figure 28: Time spent using IP messaging apps as a proportion of overall time spent using messaging services (including SMS/MMS)
  • Figure 29: Time spent using IP messaging apps as a proportion of overall time spent using messaging services (including SMS/MMS), by age and country
  • Figure 30: Average SMS/MMS usage for users and non-users of IP messaging apps, by age and country
  • Figure 31: Time spent using VoIP apps as a proportion of overall time spent using voice services
  • Figure 32: Time spent using VoIP apps as a proportion of overall time spent using voice services, by age and country
  • Figure 33: Average voice usage for users and non-users of VoIP apps, by age and country
  • Figure 34: Distribution of panellists according to whether they travelled abroad and whether they used VoIP services, Europe
  • Figure 35: Panellists' gender, by country of observation
  • Figure 36: Panellists' age, by country of observation
  • Figure 37: Panellists' handset OS, by country of observation
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