Consumer Cloud Computing - US - December 2012
Use of a cloud service has passed through early adoption and now encompasses more than a third of internet users. However, the majority of usage is based on free services, and it may be necessary to offer qualitative differences in service to attract paid usage, rather than basing fees around the amount of storage made available.
Use of a cloud service has passed through early adoption and now encompasses more than a third of internet users. However, the majority of usage is based on free services, and it may be necessary to offer qualitative differences in service to attract paid usage, rather than basing fees around the amount of storage made available.
Table of Content
SCOPE AND THEMES
What you need to know
Definition
Data sources
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
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EXECUTIVE SUMMARY
Overview
Internet outside of home drives frequency, paid accounts
Figure 1: Frequency of accessing cloud services, by types of internet service used, September 2012
iCloud tops brand use
Figure 2: Any and paid use of select cloud services, by brand, September 2012
Streaming content competing effectively
Clouds for the young
Figure 3: Use of cloud services, by age, September 2012
Focusing on family
Digital stores as drivers
Figure 4: Brand of digital stores used to buy movies, music, games, and apps, September 2012
Music, photos most commonly stored
Figure 5: Types of content stored in the cloud, September 2012
Confusion over need and nature of service is an obstacle to uptake
Figure 6: Reasons for not using cloud services, by gender, September 2012
Majority of nonusers interested
Figure 7: Interest in cloud service features among nonusers, September 2012
Physical media still in lead
Security, referrals possible approaches to poaching
Urban dwellers more attractive
Figure 8: Use of paid cloud services, by urban area, September 2012
What we think
ISSUES IN THE MARKET
Is there a problem with local storage?
Who foots the bill for storage?
Where’s the profit?
Where’s the marketing support?
TREND APPLICATIONS
Trend: Why Buy?
Trend: Influentials
Figure 9: Familiarity with cloud services, by gender, September 2012
Figure 10: Familiarity with cloud services, by age, September 2012
2015 trends
Brand Intervention
Figure 11: Reasons for not using cloud services, September 2012
INSIGHTS AND OPPORTUNITIES
Picking up where Apple and Google leave off
Gifts that keep on giving
Figure 12: Books purchases as gifts, by gender, August 2011-March 2012
Figure 13: Book purchases as gifts, by age, August 2011-March 2012
Never forget a textbook
Figure 14: Digital and physical book purchasing, by level of education, February 2010-March 2011
CD-to-cloud service
MARKET DRIVERS
Key points
Access to internet outside of the home
Figure 15: Use of cloud services, by types of internet access, September 2012
Figure 16: Frequency of accessing cloud services, types of internet service used, September 2012
Figure 17: Use of paid cloud services, by types of internet service used, September 2012
Figure 18: Types of internet service used, by household income, September 2012
Figure 19: Types of internet service used, by household size, September 2012
Digital media acquisition
Figure 20: Brand use of cloud services, by recent purchase of digital media, September 2012
Figure 21: Use of cloud services, by use of branded digital stores, September 2012
Figure 22: Purchase of digital media in past 30 days, by age, September 2012
COMPETITIVE CONTEXT: STREAMING CONTENT
Key points
Streaming content
“Free” video at YouTube and Hulu
Figure 23: Use of YouTube and Hulu in past 30 days, by age, August 2011-March 2012
Figure 24: Websites used to watch online video, by age, August 2012
Rentals
Digital movie sell-through far behind digital rentals
Figure 25: U.S. digital movie sales and rentals by segment, 2011-12
Book libraries
Pandora and company lift internet radio
Figure 26: Internet radio use in past week, stations used, by age, March 2012
Figure 27: Download of music listening apps, by age, February 2012
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