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Analysys Mason - Connected Consumer Survey 2015

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Analysys Mason releases this years report for their multi-year, multi-country Connected Consumer Survey.

Working with On Device Research, Analysys Mason covers 15 countries in total. Using our mobile panels, the report covers the emerging markets in Asia, Middle East and Africa. The study focuses on telecom habits, device ownership, the relationship with telecom providers, and the use of digital economy services.

Veröffentlicht in: Technologie
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Analysys Mason - Connected Consumer Survey 2015

  1. 1. Insights into the Connected ConsumerSurvey 2015 © Analysys Mason Limited 2015 WHITE PAPER analysysmason.com Insights into the Connected Consumer Survey 2015 30/3/15 Martin Scott and Patrick Rusby
  2. 2. Insights into the Connected ConsumerSurvey 2015 © Analysys Mason Limited 2015 KEY QUESTIONS ANSWERED IN THE CONNECTED CONSUMER SURVEY 2015 REPORT SERIES WHO NEEDS TO READ THESE REPORTS  How can mobile operators improve customer retention – what are the drivers of churn and what attracts customers to a new deal?  How can fixed broadband operators reduce churn and do fixed–mobile convergent bundles improve customer retention?  How can operators address OTT messaging and voice services – do unlimited minutes or SMS bundles work?  Does OTT video compete with pay TV, or can both services be complementary – does the role of pay-TV providers change as OTT services become more popular?  Which demographic groupings use mobile money services, and are these services successful? 2 This white paper presents a small amount of the data from Analysys Mason’s Connected Consumer Survey, conducted in July and August 2014 in the USA, Europe, Asia, the Middle East and Africa. The Asian, Middle East and African data was collected using On Device Research’s mobile panel. 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. Key topics covered include: mobile customer retention, fixed broadband customer retention, pay-TV and online video consumption, OTT communication and the digital economy. About the Connected Consumer 2015  The reports derived from the Connected Consumer Survey 2015 cover a wide array of topics related to the telecoms media and tech (TMT) sector; the reports are relevant to telecoms operators, as well as network equipment and consumer electronics vendors, Internet players and businesses engaging directly or indirectly with consumers in the digital economy.  The reports will be particularly relevant to executives and managers in product, strategy, marketing and market intelligence teams of these types of business.
  3. 3. Insights into the Connected ConsumerSurvey 2015 © Analysys Mason Limited 2015 3 Geographical coverage of Connected Consumer 2015 Online survey – Survey Sampling International Browser based mobile survey – On Device Research USA UK Spain France Germany Poland Turkey Morocco Saudi Arabia UAE South Africa South Korea Malaysia Indonesia Qatar
  4. 4. Insights into the Connected ConsumerSurvey 2015 © Analysys Mason Limited 2015 Figure 1: Key figures from the Connected Consumer Survey 2015 4 Between 2012 and 2014, mobile data became more important than voice services when consumers think about what factors will affect their choice of next mobile service. We live in an increasingly complex world and the number of connected devices that we have and use is increasing. In 2012, people used an average of 2.1 devices to watch OTT video content; by the second half of 2014 that had increased to 3.0. These two factors highlight key shifts in how consumers’ use of technology is changing, and how their priorities, and hence their spending habits, will change too. The tides have turned: mobile data is now more important than voice, and multi-device usage is making the world a better (connected) place Data Minutes 21% 27% 33% 26% Mobile data became more important to consumers looking for a new tariff (percentage of respondents) 2012 2014 The number of device types that consumers use to access OTT video content has increased 2012 2014 Device types 2.1 3.0 Source:Analysys Mason
  5. 5. Insights into the Connected ConsumerSurvey 2015 © Analysys Mason Limited 2015 5 Multiple device users are typically higher- spend individuals who are also more likely to change service provider – the more devices they have, the greater the risk of another company disrupting the relationship. Multi-device ownership is very high in Europe and the USA; in Asia and MEA tablets take a more important role.  Laptop penetration was an average of 53% for Malaysia, South Korea, Saudi Arabia, Qatar and Indonesia, compared to 71% across the rest of the panel. In markets where tablets are more-highly penetrated than laptops, mobile operators should focus on maximising the proportion of tablets that have cellular connectivity. Tablets are closer to being the second device of in Asia-Pacific and Middle East and Africa Figure 2: Proportion of respondents with handset only, or alongside tablet or laptop Source:Analysys Mason Question:Which of the followingdevices do you own, or have very regularaccess to? n=15,485 11% 17% 33% 35% 36% 40% 44% 45% 47% 61% 47% 52% 44% 48% 66% 41% 30% 24% 34% 25% 42% 27% 25% 20% 38% 50% 45% 53% 49% 32% 46% 49% 36% 27% 35% 15% 24% 26% 28% Germany UK France USA Spain Poland Turkey South Africa Malaysia Morocco UAE South Korea Saudi Arabia Qatar Indonesia Phone only Phone and PC Phone and tablet All three
  6. 6. Insights into the Connected ConsumerSurvey 2015 © Analysys Mason Limited 2015 iPhone users iPad users Laptop users Smartphone users Tablet users Laptop users 8% of Apple device owners use all three devices from Apple 2% of Samsung device owners use all three devices from Samsung 2.43 hours per day per Apple device 2.03 hours per day per Samsung device Source:Analysys Mason Questions:Which of the followingdevices do you own, or have very regularaccess to? n=7,485 Whatis the manufacturer/brandof your most used phone?n=7,052 You stated earlierthat you own or have access to a tablet.What is the brand of the tablet?n=3,344 Whatis the brand of yourmost-used laptop? n=5,705 6 Samsung has an engagement issue, and they’re playing catch-up to Apple.  Apple users spend on average 2.43 hours per day using each Apple device, while Samsung users spend 2.03 hours per day per device.  8% of Apple-owning panellists owned an iPhone, iPad and Apple laptop computer, compared to just 2% of Samsung-owning panellists owning all three equivalent devices. The key reasons behind this trend are:  Apple’s high-end brand positioning (no dilution with low-end products)  The operating system (an Android account could be moved to e.g. a Sony device). Apple understand that building a multi-device ecosystem is vital for keeping customers tied into buying their devices Figure 3: Apple and Samsung smartphone, tablet and laptop ecosystems
  7. 7. Insights into the Connected ConsumerSurvey 2015 © Analysys Mason Limited 2015 Figure 4: Proportion of respondents with 1,2,3 or more SIMs, by country 7 49% of respondents in Middle East, Africa and Asia-Pacific had more than one SIM, and 15% had more than two. This presents a challenge to operators because it splits mobile spend between multiple companies. A major reason for multiple SIM ownership is to avoid the high cost of off-net calling due to high mobile termination rates (MTRs). Regulators are likely to bring MTRs down over time, as is happening in Europe. Operators should incentivise take up of mobile broadband, to increase the cellular attachment rates of tablets and laptops. Data-sharing bundles will encourage customers to take mobile broadband from their existing mobile service provider. Multiple SIM ownership creates a fragmented picture of the mobile market in Asia-Pacific, Middle East and Africa Source:Analysys Mason Question:How many differentSIM cards do you have? n=8,000 63% 55% 51% 50% 49% 48% 40% 27% 9% 30% 33% 31% 31% 33% 39% 55% 8% 8% 10% 10% 8% 9% 11% 6% 6% 5% 6% 6% SouthKorea Morocco Malaysia SouthAfrica SaudiArabia Qatar UAE Indonesia 1 2 3 More than 3
  8. 8. Insights into the Connected ConsumerSurvey 2015 © Analysys Mason Limited 2015 Figure 5: Main reasons for joining current mobile operator 8 Source:Analysys Mason Question:Whatattractedyou to this provider? [Selectthe top three reasons]n= 8,000 [only asked to respondentsin Indonesia,Malaysia,Morocco, Qatar,Saudi Arabia, SouthAfrica, SouthKorea,Turkeyand UAE] Price was one of the key factors in determining mobile operator in the MEA and APAC countries in our survey. Price factors can be direct or indirect. The price of data, and of voice and messaging, were selected by 37% and 33% of respondents respectively as a reason for selecting their mobile operator. To be on the same network as family and friends was an important indirect price factor, as respondents often did so due to the cost of off-net calls relative to on-net. Network coverage (43% of respondents) and speed (39% of respondents) were also key concerns for respondents. Direct and indirect price factors strongly influenced customers’ mobile operator selection, as do network coverage and speed 13% 15% 21% 27% 28% 33% 37% 39% 43% 44% Loyalty scheme None of the above To get 4G LTE To get the best deal on a specific handset Brand and image Price of voice and messages Price of mobile data It has a faster mobile network Better network coverage than other providers Family and friends have the same provider Indirect price factors Network factors Direct price factors
  9. 9. Insights into the Connected ConsumerSurvey 2015 © Analysys Mason Limited 2015 8% 9% 9% 10% 10% 11% 12% 13% 15% 15% 16% 17% 19% 20% 21% Mobile Money SA (MTN) MéditelCash M-Pesa (Vodacom) KT MoCa (KT) eCash (Bank Mandiri) M-Pesa (Vodafone) Dompetku (Indosat) AirCash (Celcom) Paypin (SK Telecom) M-Money (Maxis) XL Tunai (XL Axiata) MobiCash (Maroc Telecom) Etisalat Mobile Commerce T-Cash (Telkomsel) Ooredoo Mobile Money Figure 6: Penetration of mobile money services 9 Source:Analysys Mason Question:Which of the followingorganisationswould you be comfortablesharingyour private data within exchange for some sort of benefitsuch as a product or service discount?n=8,000 This survey represents mobile Internet users in MEA and the Asia Pacific region and therefore mobile money usage is particularly prevalent. Penetration of operator led mobile money services among respondents in the region varied between 32% and 81%, while the most successful services had achieved over 20% penetration of respondents in their target markets. Ooredoo Mobile Money 37% of Ooredoo’s mobile customer base in our panel used Ooredoo Mobile money. This service enables international money transfers to 197 countries – catering to the country’s large migrant worker population – and mobile payments for the country’s unbanked population. Operator led mobile money services are gaining traction, particularly in Asia-Pacific countries and South Africa Middle East Asia-Pacific South Africa
  10. 10. Insights into the Connected ConsumerSurvey 2015 © Analysys Mason Limited 2015 Figure 7: Frequency of use of smartphone to purchase a physical item 10 Source:Analysys Mason Question:Have you used your mobile phone to make a purchaseof a physical item, eitheronlineor at a point-of-sale, withinthe last threemonths? If so, how often?n=13,135 Demand for mobile payment services tended to be highest in countries with low penetration of traditional banking services, such as Indonesia, or high levels of NFC enablement, such as South Korea. Respondents in Morocco, Malaysia and Turkey were most likely to be interested but not to have purchased an item this way, as smartphone and NFC terminal penetration levels are low. Over 50% of respondents in Western Europe said that they had no interest in purchasing physical goods with their mobile device, reflecting high penetration of traditional banking. Demand for mobile payments is highest where traditional banking services are not ubiquitous, or where NFC is most prevalent 3% 5% 4% 9% 6% 8% 9% 8% 11% 11% 11% 10% 13% 17% 19% 16% 16% 17% 12% 17% 17% 18% 19% 17% 21% 25% 27% 26% 42% 41% 19% 15% 13% 27% 15% 20% 21% 15% 22% 19% 12% 24% 24% 10% 20% 49% 55% 56% 37% 55% 36% 37% 49% 27% 30% 44% 25% 26% 18% 13% 13% 9% 9% 15% 7% 20% 15% 9% 23% 19% 7% 14% 11% 13% 8% Spain Poland Germany Morocco France Saudi Arabia South Africa UK Qatar UAE USA Malaysia Turkey South Korea Indonesia Yes, regularly Yes, occasionally No, but I would be interested No, I have no interest I am not sure
  11. 11. Insights into the Connected ConsumerSurvey 2015 © Analysys Mason Limited 2015 Figure 8: Willingness to share personal data with various organisation in exchange for a benefit 11 Source:Analysys Mason Question:Which of the followingorganisationswould you be comfortablesharingyour private data within exchange for some sort of benefitsuch as a product or service discount?n=15,785 Personal data has value because it helps companies to better understand their customers and therefore their audience. Trust and willingness to share data, is therefore very important. Banks and mobile operators had the highest levels of trust of the organisations included in this survey. We measured trust by asking respondents if they would be willing to share their personal information in exchange for some sort of benefit (such as a product or service discount). 31% of respondents were willing to share personal data with their bank 17% of respondents were willing to share personal data with Facebook. Banks and mobile operators are often more trusted than digital companies such as Facebook or Google 4% 10% 12% 13% 17% 17% 17% 21% 31% 35% Advertisers Amazon (local equivalents in other countries) Health insurance provider Stores or supermarkets Google The Government Facebook (Cyworld in South Korea) My phone operator My bank None of the above
  12. 12. Insights into the Connected ConsumerSurvey 2015 © Analysys Mason Limited 2015 Published The Connected Consumer Survey 2015. This report collates the ‘headline’ findings from the Connected Consumer Survey series, including the impact of factors on intention to churn, customer retention strategies (with a focus on bundling strategies), and the impact of OTT communications and video streaming services on traditional mobile, fixed-line and pay-TV businesses. The Connected Consumer Survey 2015: mobile customer retention. This report provides insight into the attitudes and behaviours of mobile customers, including insight into the drivers of churn, the impact of fixed-mobile convergent bundling, 4G and larger data allowances on customers’ intention to churn. This report also provides net promoter scores (NPS) for major mobile operators in Europe and the USA. The Connected Consumer Survey 2015: fixed broadband customer retention. This report addresses fixed broadband customers’ future intentions, and reasons for these, as well as discussing strategies that AT&T, Iliad, Turkcell Superonline and Virgin Media have put in place to retain customers. We again address the impact of bundling on fixed broadband customer retention, and analyse NPS for the major fixed broadband operators in each market. The Connected Consumer Survey 2015: the Middle East and North Africa. In this report, we offer an insight into the of role of LTE to improve data monetisation prospects for operators in the Middle East and North Africa, as well as OTT service and digital economy usage trends and the most critical levers for customer retention. We also provide recommendations for operators as to how to address the OTT challenge, reduce churn and exploit opportunities in the digital economy. Coming soon The Connected Consumer Survey 2015: Pay-TV and OTT video services. Pay-TV operators have reached much of their addressable market, leaving little room for growth in subscriber numbers. Meanwhile OTT video services are becoming increasingly popular and viewing habits are changing, as consumers view video content on multiple devices. The Connected Consumer Survey 2015: OTT communications services. OTT messaging and voice apps are widely adopted, and are disrupting mobile operators’ businesses. Among respondents to our survey, OTT messaging apps have had the greatest impact, as they offer a differentiated user experience compared with SMS, while VoIP apps have a less clear use case in most markets. The Connected Consumer Survey 2015: Asia-Pacific . This report covers a diverse set of trends within consumer telecoms, focussing specifically on customer retention, satisfaction, and drivers of churn; use of OTT communication services and consumer attitudes towards digital economy services such as mobile money and healthcare specifically in the Asia-Pacific region. The Connected Consumer Survey 2015: Digital economy services. This report will address consumer attitudes and behaviours with regard to digital economy services, specifically mobile financial services (payments and commerce), mobile health and fitness, and smart homes. 12 Publications in the Connected Consumer Survey Series
  13. 13. Insights into the Connected ConsumerSurvey 2015 © Analysys Mason Limited 2015 About On Device Research On Device Research is a global mobile sample and research technology provider. Headquartered in London, UK, with offices in Dubai and Singapore, the company pioneered the use of the mobile internet to gain access to consumer opinion at any time or location. Mobile research brings fresh, instant responses that accurately capture consumer's feelings, thoughts and opinions, in a quick and cost effective way. Working with the world’s largest market research agencies, fast moving consumer goods companies, handset manufacturers and media agencies, the company has conducted over 20 million surveys in 79 countries. More info: www.ondeviceresearch.com Contact: Ikram Mirza (ikram@ondeviceresearch.com)
  14. 14. Insights into the Connected ConsumerSurvey 2015 © Analysys Mason Limited 2015 Surveys work on any internet connected device
  15. 15. Insights into the Connected ConsumerSurvey 2015 © Analysys Mason Limited 2015 15 Methodology The iteration of the Connected Consumer Survey featured in this white paper was conducted during the second half of 2014. On Device Research Countries included Indonesia, Malaysia, Morocco, Qatar, Saudi Arabia, South Africa, South Korea, UAE Type of survey 2 x 10 minute mobile browser based questionnaires comprising yes/no, multiple choice, text and numerical answer questions. Panel 16,792 respondents aged 18 years or over. Respondents were representative of the characteristics of mobile telephone users in each country. Language Translated into local languages by professional translators and checked in-house. Non-technical language was used in the survey to ensure a high level of inclusion and understanding. Filtering On occasion, despite maintenance of the survey panel base and the filtering out of respondents who had provided inconsistent results to previous surveys, a minority of respondents occasionally provided anomalous results (referred to as ‘outliers’) that would suggest that they had made an error or experienced technical difficulties. Such outliers were filtered from aggregate results as appropriate and the number or respondents (‘n’) reported beside each question in this report takes this filtering into account.
  16. 16. Insights into the Connected ConsumerSurvey 2015 © Analysys Mason Limited 2015 16 About the authors Patrick Rusby (Analyst) is an analyst in Analysys Mason's Consumer Services research practice, focussing on mobile services markets, MVNOs, LTE pricing, OTT communications services and fixed and mobile customer retention strategies. He contributes to the design, analysis and write-up of the Analysys Mason's Connected Consumer Survey (a multi-year study of consumer behaviour relating to fixed and mobile telecoms, TV and online services). He holds a Master’s degree in Contemporary British Politics from Goldsmiths College, University of London and a Bachelor’s degree in Politics from the University of Southampton. Martin Scott (Practice Head) leads Analysys Mason’s Consumer Services research practice, which includes the Fixed Broadband and Multi- Play, Next-Generation Services, Mobile Services, Mobile Devices and Digital Economy research programmes. 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 Survey and Consumer smartphone usage series of research.
  17. 17. Insights into the Connected ConsumerSurvey 2015 © Analysys Mason Limited 2015 17 About Analysys Mason Knowing what’s going on is one thing. Understanding how to take advantage of events is quite another. Our ability to understand the complex workings of telecoms, media and technology (TMT) industries and draw practical conclusions, based on the specialist knowledge of our people, is what sets Analysys Mason apart. We deliver our key services via two channels: consulting and research. Consulting Our focus is exclusively on TMT. We support multi-billion dollar investments, advise clients on regulatory matters, provide spectrum valuation and auction support, and advise on operational performance, business planning and strategy. We have developed rigorous methodologies that deliver tangible results for clients around the world. For more information, please visit www.analysysmason.com/consulting Research We analyse, track and forecast the different services accessed by consumers and enterprises, as well as the software, infrastructure and technology delivering those services. Research clients benefit from regular and timely intelligence in addition to direct access to our team of expert analysts. Our dedicated Custom Research team undertakes specialised and bespoke projects for clients. For more information, please visit www.analysysmason.com/research 17 Consumer services Enterprise and M2M Regional markets Network technologies Telecoms software Strategy and planning Transaction support Operational consulting Regulation and policy
  18. 18. Insights into the Connected ConsumerSurvey 2015 © Analysys Mason Limited 2015 18 Research from Analysys Mason We provide dedicated coverage of developments in the telecoms, media and technology (TMT) sectors, through a range of research programmes that focus on different services and regions of the world. Alongside our standardised suite of research programmes, our Custom Research team undertakes specialised, bespoke research projects for clients. The dedicated team offers tailored investigations and answers complex questions on markets, competitors and services with customised industry intelligence and insights. To find out more, please visit www.analysysmason.com/research 18 NETWORK TECHNOLOGIES SpectrumFixed Networks Wireless Networks PRACTICES PROGRAMMES CONSUMER SERVICES ENTERPRISE AND M2M IoT and M2M Solutions SME Strategies TELECOMS SOFTWARE STRATEGIES DATA PROGRAMMESAPPLICATION PROGRAMMES Telecoms Software Forecasts Service Assurance Telecoms Software Market Shares Revenue Management Infrastructure Solutions Service FulfilmentService Delivery Platforms Customer Care MEA APAC REGIONAL MARKETS EUROPE European Core Forecasts Telecoms Market Matrix European Country Reports The Middle East and Africa Asia–Pacific Global Telecoms Forecasts TELECOMS SOFTWARE MARKETS Customer Experience Management Software Strategies Digital Economy Software Strategies Analytics Software Strategies Software-Controlled Networking CSP IT Strategies Mobile Services Mobile Devices Fixed Broadband and Multi-Play Next-Generation Services Digital Economy
  19. 19. Insights into the Connected ConsumerSurvey 2015 © Analysys Mason Limited 2015 19 Consulting from Analysys Mason For more than 25 years, our consultants have been bringing the benefits of applied intelligence to enable clients around the world to make the most of their opportunities. Our clients in the telecoms, media and technology (TMT) sectors operate in dynamic markets where change is constant. We help shape their understanding of the future so they can thrive in these demanding conditions. To do that, we have developed rigorous methodologies that deliver real results for clients around the world. Our focus is exclusively on TMT. We advise clients on regulatory matters, help shape spectrum policy and develop spectrum strategy, support multi-billion dollar investments, advise on operational performance and develop new business strategies. Such projects result in a depth of knowledge and a range of expertise that sets us apart. We help clients solve their most pressing problems, enabling them to go farther, faster and achieve their commercial objectives. To find out more, please visit www.analysysmason.com/consulting 19 AREA Research programmes EXPERTISE TRANSACTION SUPPORT REGULATION SPECTRUM POLICY AND AUCTION SUPPORT OPERATIONAL CONSULTING STRATEGY AND PLANNING Technical due diligence Commercial due diligence Regulatory due diligence Net cost of universal service Margin squeeze tests Regulatory economic costing Policy development and response Expert legal support Postal sector costing, pricing and regulation Media regulation Analysing regulatory accounts Radio spectrum auction support Radio spectrum management Corporate value analysis Networks,procurement and IT excellence Transformation services Sales, customer and back-office excellence Innovation, product and pricing portfolio excellence Market analysisMarket research Market sizing and forecasting National and regional broadband strategy and implementation Benchmarking and best practice Business strategy and planning
  20. 20. Insights into the Connected ConsumerSurvey 2015 © Analysys Mason Limited 2015 Published by Analysys Mason Limited • Bush House • North West Wing • Aldwych • London • WC2B 4PJ • UK Tel: +44 (0)20 7395 9000 • Fax: +44 (0)20 7395 9001 • Email: research@analysysmason.com • www.analysysmason.com/research • Registered in England No. 5177472 © Analysys Mason Limited 2015. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means – electronic, mechanical, photocopying, recording or otherwise – without the prior written permission of the publisher. Figures and projections contained in this report are based on publicly available information only and are produced by the Research Division of Analysys Mason Limited independently of any client-specific work within Analysys Mason Limited. The opinions expressed are those of the stated authors only. Analysys Mason Limited recognises that many terms appearing in this report are proprietary; all such trademarks are acknowledged and every effort has been made to indicate them by the normal UK publishing practice of capitalisation. However, the presence of a term, in whatever form, does not affect its legal status as a trademark. Analysys Mason Limited maintains that all reasonable care and skill have been used in the compilation of this publication. However, Analysys Mason Limited shall not be under any liability for loss or damage (including consequential loss) whatsoever or howsoever arising as a result of the use of this publication by the customer, his servants, agents or any third party.

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