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Male/Female Behaviour

Females Rule Mobile Battle of The Sexes On average, females are more likely than males to have used their smartphone across 14 of the 18 mobile behaviours identified by MEF. These behaviours include everything from using social media to playing games and accessing work-related applications. Two behaviours had no gender…
Myra Bachtiar
January 3, 2024

Business Messages

91% of Smartphone Users Receive Weekly Business Messages Approximately 91% of smartphone users across 13 countries surveyed by MEF now receive at least one business message per week. China has the highest penetration of business messaging, with Japan bringing up the rear.
Myra Bachtiar
January 3, 2024

Roaming

Inbound Roamers Less Likely to Buy New Services The number of travellers likely to buy either an international roaming bundle or a new SIM card when they roam abroad has fallen from 28% in 2022 to 25% this year.
Myra Bachtiar
January 3, 2024

Business Messaging Traffic

A2P SMS Beginning to Feel Effect of Rich Messaging A2P SMS has long been the only game in town for mobile business messaging but now may be beginning to feel its age. Data extrapolated from our analyst partner, Mobilesquared, shows the A2P SMS share of average messages sent per user…
Myra Bachtiar
January 3, 2024

Asia Pac – Active Mobile SIMs by Handset Type

Smartphone Penetration Nears 75% Across AsiaPac There will be more than 2.5 billion smartphone connections across the Asia Pacific region by the end of this year, according to MEF Data. Of the more than 4.36 billion active mobile handset SIMs in the region, 74% will connect to smartphones, with a…
Myra Bachtiar
January 3, 2024

Roaming in Europe

Europe: Inbound Roaming Minutes Returning to Pre-Covid Levels The number of inbound roamers to Europe in 2022 was heading back towards pre-Covid levels, with average minutes per user likely to follow. While the number of inbound roamers fell drastically in 2020 and 2021 due to the various travel restrictions, the…
Myra Bachtiar
January 3, 2024

Populations

83% of Over 15s Will Be Mobile End of 2023 A total 83% of the world's population aged 15 and over will be active users of mobile phones by the end of this year. According to the latest research by MEF, usage is highest in Europe where 98% of over-15s…
Sam Hill
January 3, 2024

UK P2P messaging

UK texts fall by 115bn over last 10 years New reseach published by Ofcom perfectly illustrates the impact online messaging apps such as WhatsApp, Messenger and Instagram have had on traditional person-to-person texting via SMS and MMS in the UK... and should sound alarm bells for the future of A2P…
John Beshara
November 7, 2023

53% of RCS MAUs can receive RBM

53% of RCS MAUs can receive RBM Over half of all RCS monthly active users (MAUs) will soon be accessible via RCS Business Messaging (RBM) - should brands choose to make more use of the channel. According to the latest research from MEF Data, there will be 1.22 billion RCS…
John Beshara
November 7, 2023

Smishing

39% of smartphone users experienced smishing attacks in 2023 Approximately 39% of smartphone users experiencing smishing attacks in 2023 (up from 36% in 2002), but the number of incidents vary greatly from market to market. Consumers in seven of the 10 markets tracked by MEF actually saw a reduction in…
John Beshara
November 7, 2023
MEF