Operators must understand the demographics and behaviour of early adopters of digital economy services in markets where they operate; our ‘Connected Consumer Survey 2015’ provides granular data for 15 key markets worldwide.
The Connected Consumer Survey 2015: Digital Economy Services: See Sample of Spreadsheet of Data Responses
Digital economy services remain, to a great extent, nascent. Therefore, it is important that operators target their offerings in new markets that have shown an increased proclivity to adopt digital services. This report provides empirical evidence about where these new markets will emerge for the countries analysed in our Connected Consumer Survey 2015.
Analysys Mason’s Connected Consumer Survey is a multi- year study that tracks and measures consumers’ changing telecoms and media habits, device ownership, connectivity options and future plans. The questionnaire consisted of 142 questions covering fixed and mobile telecoms, and media and digital economy services.
The research was conducted in July and August 2014. The survey groups in Europe and the USA were chosen to be demographically representative of the broader online consumer population, and those groups in Asia-Pacific (APAC) and the Middle East and Africa (MEA) were chosen to be representative of the mobile-Internet-using population. Quotas were set on age, gender and employment status with a minimum of 1000 respondents per country. The total sample size was 22 174 respondents. This survey was conducted in association with Survey Sampling International (SSI) and On Device Research. This report focuses on consumer attitudes towards digital economy services, with a specific emphasis on:
- mobile money services and ecommerce
- mobile health and fitness
- smart homes (including home automation and security
This report provides:
a discussion of consumer attitudes towards mobile commerce, and the factors that underpin those attitudes across the markets surveyed
an exploration of the reasons why operators have a competitive edge with regards to customer trust in markets in Asia-Pacific (APAC) and South Africa
an assessment of the potential for operator-led mobile payments adoption in the markets surveyed
an evaluation of apps and service categories that drive customer adoption of mobile health and fitness initiatives
an exploration of the potential impact of smart watches in consumer interest in fitness-tracking wristbands
an assessment of the smart home services that early adopters in Europe and the USA are using most
an evaluation of iOS (Apple) users’ tendency to adopt mobile commerce and payments, as well as smart home services, in comparison with users of other platforms - and what this means for operators’ marketing efforts for initiatives in these verticals.
SURVEY DATA COVERAGE
The research was conducted on the most-appropriate devices for the region. The panel in Europe and the USA was designed to be demographically representative of the broader online consumer population, and the panels in Africa, the Middle East and Asia were designed to be representative of the mobile-Internet-using population - we set quotas on age, gender and employment status to that effect. We conducted the survey with a minimum of 1000 respondents in each of the countries that we covered. The total sample size was 22 174 respondents.
Key questions answered in this report
How can mobile operators effectively address key digital economy verticals such as mobile financial services, mobile health and smart homes?
Which key markets in APAC, Europe and MEA are the most promising for such verticals?
Is there an opportunity for mobile operators to meaningfully enter the mobile commerce and payments value chain following the launch of Apple Pay?
Which demographic groups use digital economy services, and are these services successful?
How is the mobile and smart wearables device mix changing, and how does it affect digital economy strategies?
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