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  4. > 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 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.


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.


Saudi Arabia
South Africa
South Korea

Table Of Contents

The Connected Consumer Survey 2015: digital economy services
6. Executive summary
7. Operators still have opportunities in the mobile commerce and financial
services markets - if they target their services carefully
8. Mobile health and fitness, as well as smart homes, are rapidly developing verticals, but operators need to understand early adopter demographics
9. Recommendations
10. Recommendations
11. Mobile financial services and commerce
12. Mobile financial services and commerce provide viable opportunities for operators in key markets
13. Interest in m-commerce varies greatly across markets, and appropriate customer segmentation is essential
14. Apple is well-positioned to lead mobile payments adoption because of its users' high levels of engagement and disposable income
15. Operator-led mobile money services are gaining traction - particularly in APAC countries and South Africa
16. Mobile health and fitness
17. Mobile health can become an important segment for operators when driven by a keen understanding of local market dynamics
18. Health and fitness digital services can become an important differentiator for operators
19. Health and fitness service deployment strategies must account for local market characteristics
20. Smart homes
21. The smart home market remains nascent, which presents opportunities and challenges for operators
22. Smart home services in Europe and the USA have yet to achieve mainstream adoption, highlighting the need to lure early adopters
23. No mobile platform has emerged as a clear winner in the smart home market, presenting an opportunity for operators with a bold, clear strategy
24. Panel information and methodology
25. Methodology
26. Panel information: France and Germany
27. Panel information: Indonesia and Malaysia
28. Panel information: Morocco and Poland
29. Panel information: Qatar and Saudi Arabia
30. Panel information: South Africa and South Korea
31. Panel information: Spain and Turkey
32. Panel information: UAE and UK
33. Panel information: USA
34. About the authors and Analysys Mason
35. About the authors
36. About Analysys Mason
37. Research from Analysys Mason
38. Consulting from Analysys Mason

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