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2010年中国移动支付调查研究报告
字数:1.5万 页数:47 图表数:50
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编号:YF006 发布日期:2010-09 附件:下载
  无论从用户数量还是应用范围来看,移动支付业务在日韩及欧洲已进入成熟阶段。随着3G业务在中国的全面展开,移动支付业务也逐渐从导入期进入成长期。2009年全球移动支付用户达1.08亿,其同比增长率将达到25.6%,预计2010年全球移动支付用户数将达到1.47亿户。

  鉴于移动支付市场的巨大潜力,水清木华研究中心与第一调查网合作,于2010年8月开展了一项关于移动支付网络问卷调查活动。本次调查样本量为600份,涉及年龄层次主要为20-50岁的男女性,其中男性占比50.7%,女性占比49.3%。调研区域主要覆盖上海、深圳、北京、广州和成都等一、二、三线共计23个城市。职业类型覆盖了国家公务员、教师、军人、企业高管和一般职员、个体户、蓝领职工和学生等众多群体,收入从2000 -20000元/月不等。

  对于没有使用过移动支付原因的调查结果来看,68.9%的用户选择了担忧安全性,可见安全性是消费者最担忧的问题。36.2%的受访者表示对该业务不是很了解。22.3%的受访者觉得开通麻烦,其他原因依次是不易操作(17.9%)、手机不支持(16.0%)、成本高(14.2%)等。可见当前移动支付要想得到很好的推广,首要问题是加大安全保障,解决存在的安全隐患,其次是加大宣传力度,再者就是简化移动支付的使用方法,使消费者觉得使用移动支付后更加便利。

图:消费者没有使用移动支付的各种原因占比
 2010092003.gif
来源:水清木华研究中心,第一调查网

  从消费者可以接受的移动支付开通方式调查结果来看,直接从银行开通业务占比最高,为58.2%;其次是购买SD卡或者是购买贴片,占比20.4%;更换SIM卡占了15.1%。占比最少的为更换手机,为6.3%。从这个结果可以看出,消费者更喜欢最便利的开通方式,另一方面,占比从高到低也恰好是成本从低到高,可见消费者不愿意在开通移动支付的同时有太多的额外成本。这说明具有移动支付功能的NFC手机是最不受消费者欢迎的手机支付开通方式。但是考虑到现在的消费者较高的手机更换频率,所以如果手机在出厂时就已经植入了NFC功能,那么通过更换手机获得移动支付的功能也还是有一定的市场空间。

图:消费者可以接受的各种移动支付开通方式占比
 2010092004.gif
来源:水清木华研究中心,第一调查网

  对受访者中使用移动支付时采用方式的调查结果分析来看,短信是使用最多的方式,占比51.4%,其次是拨打电话,占比29.8%,近距离支付只占比15.2%。这一结果与现在移动支付处于初始阶段POS机数量较少有很大的关系,随着未来移动支付日渐成熟,POS机日益增多,预计使用近距离支付会占据较大的比例。

图:各种移动支付付费方式占比
 2010092005.gif
来源:水清木华研究中心,第一调查网

No matter what the number of subscribers and application scope, mobile payment service has been mature in Japan, South Korea and Europe. With aggressive promotion of 3G services in China, mobile payment service has evolved from its infancy into growth period. In 2009, the number of mobile payment users worldwide registered 108 million with a rise of 25.6% from a year earlier, and it is expected that the number will be 147 million in 2010.

Given the enormous potentials of mobile payment market, ResearchInChina and www.1diaocha.com cooperated to conduct a survey on mobile payment network in August 2010. In the survey, there were 600 respondents most of whom were at the age of 20-50, men accounted for 50.7% and women 49.3%. The survey mainly covered Shanghai, Shenzhen, Beijing, Guangzhou, Chengdu and other 18 cities. The respondents were national civil servants, teachers, military personnel, corporate executives, general staff, sole proprietors, blue-collar workers and students, with the monthly income ranging from RMB2000 to RMB20,000.

In regard to the reason for not using mobile payment, according to the result of the survey,68.9% of the respondents worried about security. Security was the issue that consumers were most concerned about. 36.2% of the surveyed said they did not know well about mobile payment, 22.3% felt that it was inconvenient to subscribe mobile payment service, 17.9% thought that it was not easy to operate, 16.0% said their mobile phones did not support the function, 14.2% thought that the cost was high. Therefore, the promotion of mobile payment should base on good security measures which can resolve potential safety problems, excellent publicity, and simplified mobile payment methods which make subscribers experience the convenience of mobile payment.

Reasons for Subscribers Not Using Mobile Payment
 2010092703.gif
Source: ResearchInChina; www.1diaocha.com

In respect of subscription methods of mobile payment acceptable to subscribers, according to the result of the survey, 58.2% of the respondents preferred to subscribe the service in banks, 20.4% would like buy SD cards or mounting, 15.1% changed SIM cards, and only 6.3% wanted to replace cell phones. It can be drawn from above that subscribers prefer the most convenient method. On the other hand, the low-to-high proportion represents the cost from the high to the low. Subscribers are unwilling to pay additional cost when they subscribe mobile payment service. This shows that NFC mobile phones with mobile payment function are the cell phones that subscribers dislike most when they wish to subscribe mobile payment service. But now, consumers replace their cell phones frequently. If having been implanted with NFC feature at factories, there will be a certain market space for subscribing mobile payment service by changing phones.

Subscription Methods of Mobile Payment that Subscribers Can Accept
 2010092704.gif
Source: ResearchInChina; www.1diaocha.com

Concerning the implementation methods of mobile payment, according to the result of the survey, 51.4% of the respondents rendered SMS, 29.8% dialed calls and 15.2% paid in short distance. This result is closely related with the small population of POS machines at present initial stage. With the maturity of mobile payment in the future, the number of POS machine will increase, and it is expected that short-distance payment will take a large percentage.

Mobile Payment Methods
 2010092705.gif
Source: ResearchInChina; www.1diaocha.com

第一章 移动支付概述    
1.1移动支付的定义
1.2移动支付的分类
1.2.1按支付方式分类
1.2.2按交易金额分类
1.2.3按业务模式分类

第二章 移动支付商业模式    
2.1以运营商为主导及相对主导的商业模式
2.2以金融机构为主导的商业模式
2.3以第三方支付平台为主导的商业模式
2.4移动支付商业模式发展趋势

第三章 移动支付消费者调查分析
3.1调研背景资料介绍
3.1.1年龄结构
3.1.2学历结构
3.1.3收入结构
3.1.4职业结构
3.1.5城市结构
3.2没有使用移动支付原因的调查结果分析
3.3曾经使用过但现在不使用移动支付原因的调查结果分析
3.4消费者希望从何种渠道得到移动支付得知手机支付相关信息的调查结果分析
3.5消费者可以接受的移动支付开通方式的调查结果分析
3.6消费者使用哪家机构推出的移动支付业务的调查结果分析
3.7使用移动方式时采取的方式的调查结果分析
3.8消费者使用过哪家银行的手机银行业务的调查结果分析
3.9最近半年中平均每月使用移动支付次数的调查结果分析
3.10移动支付缴费方式的调查结果分析
3.11手机支付消费限额的调查结果分析
3.12移动支付用在哪些业务中的调查结果分析
3.13移动支付相比较与其他支付方式所具有的优势的调查结果分析
3.14移动支付相比较与其他支付方式所具有的劣势的调查结果分析
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1 Overview of Mobile Payment
1.1 Definition
1.2 Classification
1.2.1 By Payment Mode
1.2.2 By Transaction Amount
1.2.3 By Business Model

2 Business Models of Mobile Payment 
2.1 (Relatively) Led by Operators
2.2 Led by Financial Institutions
2.3 Led by Third Party Payment Platform
2.4 Development Trends

3 Survey on Subscribers of Mobile Payment
3.1 Background
3.1.1 Age Structure
3.1.2 Education Structure
3.1.3 Income Structure
3.1.4 Occupational Structure
3.1.5 Urban Structure
3.2 Reasons for Not Using Mobile Payment
3.3 Reasons for Using Mobile Payment Before, But Not Using It Now
3.4 Channels from which Subscribers Hope to Get Information about Mobile Payment
3.5 Subscription Methods of Mobile Payment that Subscribers Can Accept
3.6 Institutions whose Mobile Payment Services Used by Subscribers 
3.7 Implementation Methods of Mobile Payment
3.8 Banks whose Mobile Banking Services Used by Subscribers
3.9 Times of Using Mobile Payment Averagely Per Month in Recent 6 Months
3.10 Payment Methods of Mobile Payment Service
3.11 Consumption Limitation of Mobile Payment
3.12 Business to which Mobile Payment Is Applied
3.13 Advantages of Mobile Payment to Other Payment Methods
3.14 Disadvantages of Mobile Payment to Other Payment Methods
图:移动支付分类
图:移动运营商单独指导的移动支付产业链
图:移动运营商相对主导的移动支付产业链
图:金融机构主导的移动支付产业链
图:第三方支付平台主导的移动支付产业链
表:中国移动支付三种商业模式
图:消费者调研年龄结构占比
图:消费者调研学历结构占比
图:消费者调研收入结构占比
图:消费者调研职业结构占比
图:消费者调研城市结构占比
图:没有使用移动支付的原因占比
表:不同年龄的消费者没有使用移动支付的原因占比
表:不同学历消费者没有使用移动支付的原因占比
表:不同收入的消费者没有使用移动支付的原因占比
图:使用过移动支付但是现在不再使用的各种原因占比
图:消费者希望从各种渠道获得移动支付相关消息的占比
图:不同性别的消费者希望获得移动支付相关信息的构成情况
图:不同年龄的消费者希望获得移动支付相关信息的构成情况
图:消费者可以接受的各种移动支付开通方式占比
图:不同性别的消费者可以接受的移动支付开通方式占比
图:不同学历的消费者可以接受的移动支付开通方式占比
图:消费者使用哪家机构推出的移动支付占比
图:不同性别消费者选择开通机构和开通方式的构成情况
图:消费者使用各运营商移动支付业务占比
图:移动支付各种付费方式占比
图:不同学历的消费者各种移动支付付费方式占比
图:不同年龄消费者手机充值金额和移动支付付费方式的构成情况
图:消费者使用过的手机银行业务占比
图:不同性别的消费者使用过的手机银行业务占比
图:不同职业的消费者使用过的手机银行构成情况
表:不同城市的消费者使用过的手机银行构成情况
图:最近半年平均每月使用移动支付次数占比
图:不同年龄的消费者最近半年平均每月使用移动支付次数占比
表:不同城市的消费者最近半年中平均每月使用移动支付次数占比
图:移动支付缴费方式的构成情况
图:不同年龄的消费者移动支付缴费方式占比
图:手机支付单笔消费限额占比
图:不同学历的消费者希望的手机支付单笔消费限额占比
图:不同收入的消费者希望的单笔手机消费限额占比
表:不同城市的消费者认为的手机支付消费限额占比
图:移动支付所运用的各种业务占比
图:不同性别的消费者在移动支付各种业务的构成情况
表:不同年龄的消费者使用移动支付业务的构成情况
图:移动支付相比较其他支付方式所具有的各项优势占比
图:不同年龄的消费者认为移动支付所具有的优势
表:不同学历的消费者认为移动支付具有的优势
图:移动支付相比较其他支付方式的各种劣势占比
图:不同性别的消费者认为的移动支付劣势占比
表:不同收入的消费者认为移动支付具有的劣势的占比

Classification of Mobile Payment
Mobile Payment Industry Chain Directed by Mobile Operators (Independently)
Mobile Payment Industry Chain Directed by Mobile Operators (Relatively)
Mobile Payment Industry Chain Directed by Financial Institutions
Mobile Payment Industry Chain Directed by Third-party Payment Platform
Three Business Models of Mobile Payment in China
Age Structure of Respondents
Educational Structure of Respondents
Income Structure of Respondents
Occupational Structure of Respondents
Urban Structure of Respondents
Reasons for Not Using Mobile Payment
Reasons for Respondents Not Using Mobile Payment by Age
Reasons for Respondents Not Using Mobile Payment by Education Background
Reasons for Respondents Not Using Mobile Payment by Income
Reasons for Using Mobile Payment Before, But Not Using It Now
Channels from which Subscribers Hope to Get Information about Mobile Payment
Channels from which Subscribers Hope to Get Information about Mobile Payment by Gender
Channels from which Subscribers Hope to Get Information about Mobile Payment from by Age
Subscription Methods of Mobile Payment That Subscribers can Accept
Subscription Methods of Mobile Payment that Subscribers Can Accept by Gender
Subscription Methods of Mobile Payment that Subscribers Can Accept by Education Background
Institutions whose Mobile Payment Services Used by Subscribers
Subscription Institutions and Methods of Mobile Payment by Gender of Subscribers
Operators whose Mobile Payment Services Used by Subscribers
Payment Methods of Mobile Payment Service
Payment Methods of Mobile Payment Service by Education Background of Subscribers
Mobile Phone Replenishing Charges and Payment Methods of Mobile Payment Service by Age of Subscribers
Percentage of Mobile Banking Services Used by Subscribers
Percentage of Mobile Banking Services Used by Subscribers by Gender
Mobile Banking Services Used by Subscribers by Profession
Mobile Banking Services Used by Subscribers by City
Times of Averagely Using Mobile Payment per Month in Recent 6 Months
Times of Average Using Mobile Payment per Month in Recent 6 Months by Age of Subscribers
Times of Average Using Mobile Payment per Month in Recent 6 Months by City
Payment Methods of Mobile Payment Service
Payment Methods of Mobile Payment Service by Age of Subscribers
Unit Consumption Limitation of Mobile Payment
Proposed Unit Consumption Limitation of Mobile Payment by Education Background of Subscribers
Proposed Unit Consumption Limitation of Mobile Payment by Income of Subscribers
Proposed Unit Consumption Limitation of Mobile Payment by City
Business to which Mobile Payment Is Applied
Mobile Payment Service by Gender of Subscribers
Mobile Payment Service by Age of Subscribers
Advantages of Mobile Payment to Other Payment Methods
Advantages of Mobile Payment by Age of Subscribers
Advantages of Mobile Payment by Education Background of Subscribers
Disadvantages of Mobile Payment to Other Payment Methods
Disadvantages of Mobile Payment by Gender of Subscribers
Disadvantages of Mobile Payment by Income of Subscribers
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