Table of Contents
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 sides 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.
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.
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.
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