市場調査レポート

カナダのモバイルウォレット市場

The Mobile Wallet in Canada

発行 Technology Surveys International Inc. 商品コード 213209
出版日 ページ情報 英文
納期: 即日から翌営業日
価格
本日の銀行送金レート: 1USD=101.39円で換算しております。
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カナダのモバイルウォレット市場 The Mobile Wallet in Canada
出版日: 2011年09月23日 ページ情報: 英文
概要

当レポートでは、カナダの携帯電話ユーザー・スマートフォン利用予定者を対象に、モバイルウォレットに対する受容レベル、好み、利用の意思などについて、Hotspexの手法を用いて調査を行った結果から、モバイルウォレットの成功基準などをまとめ、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

イントロダクション

モバイルウォレットの成功の主な尺度

  • 今後の利用の意思:発行業者別
  • 理解の容易さ
  • 信頼度
  • 訴求力
  • 差異化
  • 推薦の意思
  • 成功の可能性

モバイルウォレットコンセプトの分析

  • ClickSpex分析:好みに関するヒートマップ
  • コンシューマーフィードバック:ゾーン別
  • モバイルウォレットを魅力的にするポイント
  • 主な懸念とは
  • 改良のための消費者の提案

詳細分析

  • 感情面での訴求ポイント
  • モバイルウォレットの感情面の反応(EmotiSphereヒートマップ)
  • 主な感情面の推進因子
  • モバイルウォレットの個人的属性との関連性(PersonaSphereヒートマップ)
  • パーソナル面の推進因子
  • もっとも重要な合理的成功推進因子(CogniSphere)

消費者区分への理解

  • 性別
  • 年齢
  • 所得
  • 教育
  • 地域

成功基準

  • 消費者の懸念解消のための戦略
  • 感情面・パーソナル面の推進因子
  • 初期導入の主要区分
  • モバイルウォレットの成功のための位置付け

図表

目次

Abstract

Mobile payment technology is surging ahead, but is it leaving the consumer behind? Does the consumer want or need a Mobile Wallet? A TSI/Hotspex survey among 1,000+ Canadian mobile phone users and smartphone intenders looks at consumer 'app-rehension' over the Mobile wallet, and what's behind it.

Previous Hotspex studies prove that smart-phones are the most emotionally driven category ever tested, on par with beer. When you layer security issues into the equation, two-thousand open-ended responses by consumers revealed a far more complex picture of what is required to gain trust. Negative emotions such as apprehension, discomfort, confusion, and pessimism were prevalent, largely driven by fraud, privacy and identity theft concerns.

In conducting this study to test the mobile wallet concept, Hotspex used its unique emotional science methodology to uncover the real drivers of acceptance amongst consumers in the Canadian marketplace. The study was designed, and results analysed, by Technology Strategies International, Canada's leading payment industry research and analysis firm.

For all players in the mobile payment ecosystem, the Mobile Wallet in Canada report offers in-depth insights into the key success criteria for this new payment technology. It comprehensively answers the following important questions:

  • 1. What are the primary obstacles to the mobile wallet adoption?
  • 2. What would clear the path for widespread consumer acceptance?
  • 3. What do consumers think and feel about integrating this technology into their everyday lives?
  • 4. What are the mobile wallet functionality 'hot buttons' and watch-outs?
  • 5. Which provider is the 'most likely to succeed' according to consumers?

Table of Contents

Executive Summary

Introduction

  • Objectives of the study
  • How we did it
  • Significance testing
  • Sample profile

Core Measures of Mobile Wallet Success

  • Future Usage Intent, by Issuer
  • Ease of Understanding
  • Believability
  • Appeal
  • Difference
  • Recommendation Intent
  • Likelihood of Success

Unpacking the Mobile Wallet Concept

  • ClickSpex Analysis - Likes, Dislikes and ClickSpex Heatmaps
  • Consumer Feedback by Zone
    • What it is
    • How to use it
    • Preferences
    • Discounts / offers
  • What makes the Mobile Wallet Appealing?
  • What are the Key Concerns?
  • Consumer Suggestions for Improvement

Digging beneath the Surface

  • How Emotionally Driven is the Mobile Wallet?
  • What Emotional Reactions are Evoked by the Mobile Wallet (EmotiSphere Heatmaps by Segment)
  • Key Emotional Drivers
  • Which Personality Attributes are Associated with the Mobile Wallet - (PersonaSphere Heatmaps by Segment)
  • Key Personality Drivers
  • What are the most Important Rational Drivers of Success? (CogniSphere)

Understanding Segments

  • Gender
  • Age
  • Income
  • Education
  • Region

Criteria for Success

  • Strategies for Addressing Consumers Concerns
  • Dialling up on Key Emotional and Personality Drivers
  • Focusing on Key Segments for Early Adoption
  • Positioning the Mobile Wallet for Success
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