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The Connected Consumer Survey 2015: digital economy services

The Connected Consumer Survey 2015: digital economy services

Operators must understand the demographics and behaviour of potential early adopters of digital economy services in the markets where they operate. Our 'Connected Consumer Survey 2015' provides a detailed, quantitative view of consumer adoption of mobile financial services, health and fitness and smart home initiatives in 15 key markets around the world.


Executive summary
Operators still have opportunities in the mobile commerce and financial services markets – if they target their services carefully
Mobile health and fitness, as well as smart homes, are rapidly developing verticals, but operators need to understand early adopter demographics
Recommendations
Recommendations
Mobile financial services and commerce
Mobile financial services and commerce provide viable opportunities for operators in key markets
Interest in m-commerce varies greatly across markets, and appropriate customer segmentation is essential
Apple is well-positioned to lead mobile payments adoption because of its users' high levels of engagement and disposable income
Operator-led mobile money services are gaining traction – particularly in APAC countries and South Africa
Mobile health and fitness
Mobile health can become an important segment for operators when driven by a keen understanding of local market dynamics
Health and fitness digital services can become an important differentiator for operators
Health and fitness service deployment strategies must account for local market characteristics
Smart homes
The smart home market remains nascent, which presents opportunities and challenges for operators
Smart home services in Europe and the USA have yet to achieve mainstream adoption, highlighting the need to lure early adopters
No mobile platform has emerged as a clear winner in the smart home market, presenting an opportunity for operators with a bold, clear strategy
Panel information and methodology
Methodology
Panel information: France and Germany
Panel information: Indonesia and Malaysia
Panel information: Morocco and Poland
Panel information: Qatar and Saudi Arabia
Panel information: South Africa and South Korea
Panel information: Spain and Turkey
Panel information: UAE and UK
Panel information: USA
About the authors and Analysys Mason
About the authors
About Analysys Mason
Research from Analysys Mason
Consulting from Analysys Mason
List of figures
Figure Geographical coverage of our Connected Consumer Survey 5
Figure Usage of smartphones to purchase physical goods and sample penetration of bank accounts, by country
Figure Usage of smartphones to purchase physical goods and sample penetration of bank accounts, by country
Figure Usage of smartphones to purchase physical goods, by type of device and item
Figure Penetration of mobile money services
Figure Penetration of health or fitness apps, by type and country
Figure Willingness to pay for health or fitness apps, by country, Europe and the USA
Figure Use of smart peripherals for fitness tracking, by country, Europe and the USA
Figure Usage of smartphones or tablets to control or monitor home devices, by device type and country
Figure Usage of smartphones or tablets to control or monitor home devices, by operating system

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