香港大學發表有關香港流動電話使用的最新調查結果返回

二零零一年七月三十日新聞公報 Press Release on July 30, 2001
 

  • Survey finds that Hong Kong people change their mobile phone once a year
  • First academic study on the psychological dimension of mobile phone users in Hong Kong
  • 78% of respondents consider after-market services important or very important
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    Hong Kong, July 26, 2001 - Recent survey findings reveal that Hong Kong mobile phone users on average changed 1.6 mobile phones over the last two years, according to the Public Opinion Programme (POP) at The University of Hong Kong (HKU).

    The study, "Mobile Phones and Users' Self Perception", polled a total of 1,535 Hong Kong Cantonese-speaking residents aged 18 or above who currently possess a mobile phone. The survey included three key areas: the pattern of mobile phone usage, relations between consumer characteristics and mobile phone usage, as well as demand for after-market services. It was sponsored by Nokia (Hong Kong) Limited, but designed and conducted independently by the research team of the Public Opinion Programme.

    The survey also studied other patterns of mobile phone usage in Hong Kong. Hong Kong people were generally satisfied with the mobile phone they possessed. Results showed that the average score was 73.0 with Nokia scoring the highest (75.3) among the most popular brands on a scale of 0-100. Nokia also stands out as the clear market leader with 52% of the respondents said they used Nokia phones. About three-quarters of mobile phone users have changed their phones over the past two years, the average number of change-overs for these users being 2.2, or 1.6 for all mobile phone users, meaning that people would normally change their phone around once every year. The two main reasons for people to change their mobile phone were damage of the old one (31%) and replacement of an outdated style (29%). Nearly 30% of respondents would simply sell their old mobile phone for money, and an almost equal proportion of them said they would give it to their relatives or friends (24%), or keep it for future use (23%).

    On the psychological dimension, the study revealed some important findings for researchers to understand mobile phone preference and usage. The survey findings demonstrate the importance of using a three-dimensional approach to study consumer behaviour which involved the interaction between consumer's characteristics, perception of their mobile phone and situational characteristics. Although some previous research reports only focused on either social or psychological aspects of mobile phone users, this survey has showed that all these factors play a significant role in explaining and predicting mobile phone preference and usage.

    In the survey, 73% of respondents were aware of after-market services (for example, enquiry hotline and maintenance services), and considered them important or very important (78%). Contrary to their importance, however, results showed that the behavior of people in Hong Kong was rather heterogeneous. When they did not know how to use certain functions of their mobile phones, 41% of them would read the user manual, while 26% would consult their friends and 19% would avoid those functions altogether, rather than seek advice from network operators and mobile phone suppliers. For maintenance services, the picture was different with the majority of them (72%) seeking advice from authorized service providers.

    Dr. Robert T.Y. Chung, Programme Director of the Public Opinion Programme, said, "As the first academic study on the psychological dimension of mobile phone users, this survey provides useful information for the academia and telecommunications industry to study mobile phone usage in Hong Kong. This survey has highlighted some important social and psychological issues for us to follow in future academic studies on the telecommunications industry in Hong Kong."

    Respondents were successfully interviewed by the interviewers of the research team through telephone survey during the period of May 8-20, 2001. The effective response rate was 66.4% and the standard error due to sampling was no more than 1.3%. Relevant figures and methodological notes are now available at the HKU POP website (http://hkupop.hku.hk).

     

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    About the Public Opinion Programme

    The Public Opinion Programme (POP) was established in June 1991 at the Social Sciences Research Centre in the University of Hong Kong to collect and study public opinion on topics which could be of interest and value to academics, policy-makers, the media, and the general public. In order to strengthen our position as independent provider of opinion data for the media, and to take on an educational role on matters relating to opinion research, POP was transferred to the Journalism and Media Studies Centre (JMSC) in the University of Hong Kong effective from May 1, 2000.

    Since its establishment, POP has conducted more than 400 surveys, many of which were commissioned or sponsored by outside bodies. For academic surveys, areas mainly covered electoral studies, media development, political issues, social issues and youth studies. A variety of research designs are used for POP surveys, including telephone, postal, door-to-door surveys and group interviews. Regular project collaborators include leading media companies, government bodies and public organizations.

     

    About Nokia

    A leader in the cellular industry in many markets in Asia Pacific, Nokia provides innovative, industry-leading and market relevant technology and products to around 20 diverse markets in the region.

    Nokia is the world leader in mobile communications. Backed by its experience, innovation, user-friendliness and secure solutions, the company has become the leading supplier of mobile phones and a leading supplier of mobile, fixed and IP networks. By adding mobility to the Internet Nokia creates new opportunities for companies and further enriches the daily lives of people. Nokia is one of the most broadly held companies in the world with listings on six major exchanges.

    You may visit the Nokia Asia-Pacific website at http://www.nokia-asia.com or the Nokia Group website at http://www.nokia.com.

     
     

  • 調查顯示香港市民每年轉換流動電話一次
  • 首個有關流動電話用戶心理的學術研究報告
  • 78%被訪者認為售後服務「重要」或「非常重要」
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    (香港,2001年7月26日) ─ 香港大學民意研究計劃 (Public Opinion Programme, POP) 今天發表有關流動電話的最新民意調查結果,顯示香港流動電話用戶在過去兩年平均轉換流動電話的數目達1.6次。

    此項名為「流動電話與用戶自我看法的關係」的民意調查訪問了1,535名流動電話用戶,訪問對象皆為十八歲或以上操粵語的香港市民。調查內容分為三個主要部分,包括流動電話的使用模式;消費者特性、其對流動電話的看法及環境因素的相互關係;以及香港流動電話用戶對售後服務的需求。此項調查由諾基亞(香港)有限公司贊助,香港大學民意調查計劃獨立設計及主理。

    是次民意調查分析了香港流動電話的使用模式,顯示香港市民普遍對其擁有的流動電話感到滿意。調查發現用戶對流動電話滿意程度的平均數值為73.0分 (0-100),而在流行品牌中則以諾基亞的分數為最高 (75.3分);此外,諾基亞亦是香港最受歡迎的品牌,有52%被訪者表示他們使用諾基亞流動電話。調查亦顯示七成四流動電話用戶在過去兩年曾經轉換流動電話,平均次數達2.2次,全體用戶的平均數則為1.6次,即相等於每年轉換一次,主要原因為:電話損壞(31%)及更換過時款式(29%)。接近30%被訪者表示他們會出售舊有的流動電話,而轉送親友(24%)或保留作日後使用者(23%)則約佔相同比率。

    在心理研究方面,是次民意調查亦顯示了重要的結果,並突出了採用一種三維研究方法(three-dimensional approach)的重要性。該方法同時重視消費者特性、其對流動電話的看法、及使用流動電話時的環境因素,以協助研究人員瞭解用戶選擇及使用流動電話模式。過往有研究報告只著重流動電話用戶的社會或心理因素,但本調查則顯示以上三種因素對闡釋及預測用戶如何選擇及使用流動電話同樣重要。

    調查結果亦顯示,73%被訪者知道有流動電話售後服務 (如查詢熱線及維修服務),更有78%被訪者認為售後服務「重要」或「非常重要」。雖然市民普遍認同售後服務重要性,但調查亦發現香港市民的行為非常參差。當被訪者不懂得使用某些流動電話的功能時,41%被訪者會查閱用戶使用手冊,26%會向朋友查詢,19%會避免使用有關功能,而不會向網絡服務供應商及流動電話製造商查詢;但當需要維修服務時,大部分被訪者(72%)則會向認可的服務供應商查詢。

    香港大學民意調查計劃主任鍾庭耀博士表示:「作為首個有關流動電話用戶心理的學術研究,這項調查為學術界及流動通訊業界提供了多項有用的數據,協助他們研究香港流動電話的使用模式。此外,調查亦提出了有關社會及心理研究的重要問題,為日後有關香港流動通訊業的研究鋪路。」

    是次民意調查的調查日期為2001年5月8至20日,並以隨機抽樣電話訪問形式進行。訪問回應率為66.4%,標準誤差則少於1.3%。有關是次民意調查的數據及調查方法已於香港大學民意研究計劃網站《港大民意網站》(http://hkupop.hku.hk) 公佈。

     

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    關於香港大學民意研究計劃

    香港大學民意研究計劃,成立於一九九一年六月,初時隸屬於香港大學社會科學研究中心,二零零零年五月正式轉往香港大學新聞及傳媒研究中心。民意研究計劃的使命在於為學術界、新聞界、政界及社會人士提供有用的民意數據,服務社會。民意研究計劃轉往新聞及傳媒研究中心,是為了鞏固研究計劃面向傳媒提供獨立民意數據的地位,並同時肩負民意研究教育工作的責任。

    自成立至今,民意研究計劃已成功進行了400多項調查,當中包括多項由外間機構贊助或委託進行的調查。民意研究計劃涉及的範疇包括選舉研究、傳媒發展、青少年發展、及一般政治與民生議題。民意研究計劃會因應不同調查的目的和需要而採用合適的調查方法,包括電話訪問、郵寄問卷、住戶面訪和小組討論等。民意研究計劃的合作夥伴包括本港各大傳媒機構、政府部門和公營機構。

     

    關於諾基亞

    作為亞太區多個流動通訊市場的領導者,諾基亞為亞太區二十多個市場提供多種創新、尖端科技的產品,傲視同儕。

    諾基亞是全球流動通訊業的領導者。憑藉其豐富經驗、創新科技、簡便易用及安全可靠的解決方案,諾基亞已成為全球最大的流動電話供應商,並同時在流動、固定及IP網絡上領導同儕。透過增加互聯網的流動性,諾基亞不但為企業締造全新的商業契機,亦使用戶的日常生活更豐富多姿。諾基亞是全球規模最大的企業之一,並於六個主要股票市場上市。

    如欲取得其他資料,請瀏覽諾基亞集團網頁http://www.nokia.com或諾基亞亞太區網頁http://www.nokia-asia.com