· Growth markets show the biggest rises in usage – in particular South Africa (95% usage) and Qatar (13 per cent growth)
· Convenience (26 per cent) and entertainment (25 per cent) are key motivators, but trust is still a barrier (35 per cent)
London, 20 November 2012 - MEF, the Global Community for Mobile Content and Commerce today announced the results of its annual Global Consumer Survey. The report was carried out in partnership with On Device Research and reveals the behaviour of mobile media users from across the world, giving unprecedented data and intelligence into mobile engagement and purchasing habits.
The 10-country annual study reveals that nearly nine in ten (88 per cent) of the world’s mobile media users now engage in mobile content and commerce (up from 82 per cent in 2011). Mobile commerce is defined as anyone using a mobile phone for research, purchase or banking.
Andrew Bud, Global Chair MEF said: “MEF’s 2012 report shows how far mobile has come as a channel for both consumer engagement and entertainment. Across the world, mobile content and commerce is increasingly the most convenient way to discover, to choose and to buy. The data has profound implications for brands, retailers and financial institutions, as well as the content and entertainment industry. We cannot be complacent: the report also reveals that trust is still a significant barrier for consumers and the industry must collaboratively address that to sustain growth.”
Key findings include:
· The Mobile Market is Maturing: 80 per cent of all consumers use their phones for research, but among over 35s the number is 88 per cent. Similarly 55 per cent of people have purchased from their mobile but the figure is 64 per cent for over 35s.
· Significant Increases Come From Growth Markets: The biggest rises in mobile content and commerce are in growth markets, including Qatar (73 per cent in 2011 to 86 per cent in 2012), India (85 to 90 per cent) and South Africa (89 to 95 per cent). In contrast mature markets such as the UK have remained static at 91 per cent for 2011 and 2012
· The Growth Of ‘Physical’
· Mobile Research Is Booming & Changing The Way We Shop: The report reveals that 80 per cent of people now use their phone for research, up from 58 per cent in 2011, of which 69 per cent then went on to make a purchase via mobile.
· The Rise of Mobile Banking: 64 per cent of consumers now use their devices to conduct mobile banking (up from 57 per cent in 2011).
· Payment Via Card Has Taken Over From Operator Billing: 27 per cent of those surveyed used a card for m-commerce, against just 14 per cent making payments via the phone bill (not including purchasing airtime).
· Convenience, Entertainment & Trust Are Key Motivators: Entertainment (25 per cent) and convenience (26 per cent) are the primary reasons for engaging in mobile commerce but trust is also important with 13 per cent citing ‘from a brand I know and trust’ as a key reason for purchasing via mobile. 35 per cent of respondents admit that concerns around trust are acting as a barrier to purchasing more from a phone.
To download a FREE copy of the Executive Summary, please go to: http://www.mefmobile.org/
The 60-page Global Report plus 10 Country Reports are available for free for MEF members to download. Non-members can purchase all reports for £1950 or the individual country reports at £350.
MEF Global Consumer Survey Webinar
Date: 28th November 2012
Time: 7PM Singapore / 11AM GMT/ 12PM CET / 1PM South Africa / 2PM Qatar
The one-hour webinar will present the research findings and discuss the global trends, market opportunities and challenges highlighted in MEF’s 2012 report.
Speakers and panellists include:
· Alistair Hill, CEO, On Device Research
· Diane Alphonse, Head of Marketing, Communication & PR at Barwa Bank
· Rob Malcom Messaging General Manager, mBlox
· Moderated by Tim Green, Mobile Money Revolution
Register now at: http://www.mefmobile.org/
MEF is the global community for mobile content and commerce. It is the leading trade organisation for companies wishing to monetize their goods, services and digital products via the mobile connected device. MEF provides competitive advantage to its diverse membership, shapes industry growth, connects thought leaders and spearheads ground-breaking initiatives which explore and promote monetization opportunities.
With global headquarters in London and operational chapters and offices in Asia, EMEA, Latin America, Middle East and North America, MEF is a member network with global reach and strong local representation, ideally placed to drive market growth. Established in 2000, MEF provides an impartial, consistent and powerful voice for the foremost companies and entrepreneurs from across the mobile content and commerce value chain.
About the MEF Global Consumer Survey
On Device Research on behalf of MEF carried out the survey. The survey was completed by 9500 people in ten countries (UK, USA, China, Saudi Arabia, Qatar, Mexico, Indonesia, South Africa, India, Brazil).
26 per cent physical goods (books, clothes etc.), 10 per cent perishables (food and drink).
This figure rises to 25 per cent when airtime transfers are included in other words, sending credit to family and friends. This is highly popular in some emerging markets.