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中東とアフリカのモバイルインターネット調査 2013年:OTTサービスとモバイルマネーの利用状況

Mobile Internet Survey in the Middle East and Africa 2013: OTT services and mobile money usage

 

出版社 出版年月電子版価格
アナリシスメイソン─2015年以前出版レポート
2013年5月US$4,999
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この調査レポートは、モバイルインターネットに関するユーザ調査結果を基に、中東とアフリカのOTTサービスとモバイルマネーの利用状況を解説・分析しています。

An increasing proportion of mobile users in the Middle East and Africa are adopting OTT communication services and using mobile money services, so operators need to consider their position and ambitions and choose a strategy to counter this threat to their revenue.

Analysys Mason's survey of mobile Internet users in 2012–2013 in the Middle East and Africa (MEA) revealed that 80% of them use over-the-top (OTT) messaging services, of which 44% use WhatsApp Messenger. This highlights the growing adoption of IP-based messaging services in the MEA region, and reinforces how important it is for operators to respond to this threat as part of their strategy.

This report provides:

  • the findings from primary research on mobile Internet users in the MEA region
  • analysis of the usage of OTT communication services such as WhatsApp Messenger, Facebook Messenger, BlackBerry Messenger, Apple's iMessage and Windows Live Messenger
  • analysis of the usage of OTT media services such as YouTube
  • analysis of the usage and provision of mobile money services in Kenya, Nigeria and South Africa
  • a breakdown of mobile Internet user numbers by country
  • recommendations for operators to address the OTT threat in the MEA region.

The survey was conducted during November 2012–January 2013 with a sample of 4250 mobile Internet users in six countries (three in the Middle East and North Africa (MENA) and three in Sub-Saharan Africa (SSA)). It was carried out in association with On Device Research.

Data coverage

The annex contains the data underlying the charts in the report. It is based on responses to a survey that Analysys Mason conducted between November 2012 and January 2013 in the Middle East and Africa. Some charts in the report present data in aggregate form, for instance by only showing the averages in a region (that is, the Middle East and North Africa (MENA) and Sub-Saharan Africa (SSA)), but in the data annex we have included a breakdown of survey responses per country, and we have shown the sample size for each question.

GEOGRAPHICAL COVERAGE

Data is provided for the following six individual countries in two regions of the Middle East and Africa.

Sub-Saharan Africa (SSA):

  • Kenya
 
  • Nigeria
 
  • South Africa.

The Middle East and North Africa (MENA):

  • Egypt
 
  • Saudi Arabia
 
  • United Arab Emirates (UAE).


目次

Contents

6. Executive summary
7. Our survey reveals that usage of OTT services is high across MEA despite differences in smartphone penetration and access to high-speed networks
8. OTT messaging services are relatively new in MEA, but respondents reported high levels of usage of WhatsApp Messenger
9. YouTube dominates mobile video usage in MEA, while penetration of mobile money usage is highest and most diverse in Kenya
10. About this report
11. Recommendations
12. Recommendations
13. Market context: feature phones and smartphones in the Middle East and Africa
14. Overview of surveyed countries
15. Almost 70% of surveyed mobile Internet users in MENA use smartphones, while feature phones dominate in SSA countries
16. Slightly more than half of respondents have a Nokia feature phone or smartphone, while other vendors’ shares vary by country
17. OTT mobile communication services
18. Almost 80% of mobile Internet respondents use at least one type of OTT service for social networking, voice calls or messaging
19. Social networking, email and instant messaging were the most-commonly used OTT services in MEA, which reflects trends in the rest
of the world
20. Use of social networking is high across the region, but Facebook Messenger is confined to MEA where smartphone penetration is high
21. Use of cross-platform messaging apps like WhatsApp Messenger is more widespread than platform-specific services like BlackBerry
Messenger
22. Windows Live Messenger is being discontinued and users are likely to migrate to other platforms such as Skype and Nimbuzz
23. Overall, frequent SMS users also use OTT messaging services, but the cannibalisation threat is more material in MENA countries than SSA
24. OTT mobile media services
25. More than half of respondents in MEA have used their mobile phones to access entertainment services such as video, games and music
26. Respondents with a smartphone are twice as likely as feature phone users to watch video on a daily basis on their handset
27. YouTube is the most accessed online video service in MEA, while more users in MENA opt to exclusively access video over Wi-Fi than in SSA
28. Lack of interest, cost and lack of awareness are the main obstacles to mobile video consumption for half of non-users
29. Mobile money services
30. Mobile is used across sub-Saharan Africa for airtime top-ups and transfers but respondents from Kenya have the highest and most
diverse usage
31. Kenya leads SSA countries in terms of inbound mobile money transactions thanks to the widespread use of Safaricom’s M-PESA
32. Mobile operators are the primary providers of mobile money services in Kenya and Nigeria, while banks dominate the market in South Africa
33. Survey methodology and country details
34. Methodology: Mobile Internet Survey in the Middle East and Africa 2013
35. Market summary and panel details: Egypt
36. Market summary and panel details: Saudi Arabia
37. Market summary and panel details: United Arab Emirates
38. Market summary and panel details: Kenya
39. Market summary and panel details: Nigeria
40. Market summary and panel details: South Africa
41. About the authors and Analysys Mason
42. About the authors
43. About Analysys Mason
44. Research from Analysys Mason
45. Consulting from Analysys Mason

List of figures

Figure 1:   Selected findings from the Mobile Internet survey in the Middle East and Africa 2013
Figure 2:   Penetration of OTT communication services as reported by mobile Internet users, by service type
Figure 3:   Penetration of mobile video services as reported by mobile Internet users, by service type
Figure 4:   Survey demographics for the countries covered in this report  
Figure 5:   Economic and telecoms metrics for the countries and regions covered in this report, 2012
Figure 6:   Smartphone ownership and GDP per capita in 2012, by country  
Figure 7:   Operating system of smartphones used by respondents, by country  
Figure 8:   Manufacturer of feature phones used by respondents, by country  
Figure 9:   Penetration of OTT services on mobile, by country
Figure 10:  Penetration of OTT services on mobile, by type of mobile phone and country
Figure 11:  Most frequently used OTT services on mobile, by country
Figure 12:  Facebook Messenger, frequency of use on mobile phones, by country
Figure 13:  WhatsApp Messenger, frequency of use on mobile phones, by country
Figure 14:  BlackBerry Messenger and Apple’s iMessage, frequency of use on mobile phones, by country
Figure 15:  Skype, frequency of use on mobile phones, by country
Figure 16:  MSN Messenger/Windows Live Messenger, frequency of use on mobile phones, by country
Figure 17:  SMS, frequency of use if using OTT services on mobile phones, by country
Figure 18:  SMS, frequency of use if not using OTT services on mobile phones, by country
Figure 19:  Top-five online services used by respondents on their mobile phone within the past 3 months, Egypt, Saudi Arabia and UAE
Figure 20:  Top-five online services used by respondents on their mobile phone within the past 3 months, Kenya, Nigeria and South Africa
Figure 21:  Reported use of video on mobile phones within the past 3 months, by handset type and country
Figure 22:  Reported propensity to watch videos on mobile phones at least once a day, by handset type and country
Figure 23:  Most accessed video service on mobile phones, by type and country
Figure 24:  Use of Wi-Fi to access video services on mobile phones, by Figure 25:  Reasons for not watching video on mobile phones in Egypt, Saudi Arabia and UAE
Figure 26:  Reasons for not watching video on mobile phones in Kenya, Nigeria and South Africa
Figure 27:  Reported use of mobile money transfer services in Kenya, Nigeria and South Africa
Figure 28:  Reported use of services for receiving mobile money in Kenya, Nigeria and South Africa
Figure 29:  Mobile money services by provider in Kenya, Nigeria and South Africa
Figure 30:  Survey respondents’ demographic data: Egypt
Figure 31:  Survey respondents’ demographic data: Saudi Arabia
Figure 32:  Survey respondents’ demographic data: UAE
Figure 33:  Survey respondents’ demographic data: Kenya
Figure 34:  Survey respondents’ demographic data: Nigeria
Figure 35:  Survey respondents’ demographic data: South Africa

 

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