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The mobile ecosystem is constantly expanding, covering new verticals such as health and education and reaching new users as they transition from feature phones to smartphones. It’s essential the mobile industry is able to understand the opportunities and challenges this dynamic mobile landscape represents.

MEF’s 4th annual Global Consumer Survey tracks the behaviours and attitudes of mobile media users worldwide. This year’s report is the largest yet, a poll of almost 15,000 mobile media users in 15 countries across five continents. The countries are US, UK, France, Germany, China, India, Qatar, UAE, South Africa, Mexico, Brazil, Indonesia, Nigeria, Kenya and Saudi Arabia.

The report was carried out in association with On Device Research, and supported by MEF membersAVG Technologies, ooredoo and TIMWE. It charts new trends in the supply of and demand for new products and services as well as identifies behaviourial patterns in purchase and engagement. It also highlights key differences from one part of the world to the next.

Andrew Bud, MEF Global Chair commented. “MEF’s annual study reveals two significant insights for the industry. Firstly, it identifies the incredible opportunity that growth markets present – their adoption of new mobile services spectacularly outpaces the rest of the world.

“Secondly, it shows that in developed markets there has been a fundamental shift in consumer behaviours and perceptions. Mobile has evidently grown beyond its heritage as a special platform for special transactions to become an everyday part of consumers’ lives.  Confidence in data privacy and security are now crucial.  Users expect a seamless, integrated experience, in a trusted environment. Companies need to deliver that or be left behind.”

MEF members can download the Global Consumer Survey 2014 for free

Non-Members: the Report is also available for purchase at £1950

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Executive Summary

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avgAVG’s mission is to simplify, optimize and secure the Internet experience, providing peace of mind to a connected world. AVG’s powerful yet easy-to-use software and online services put users in control of their Internet experience. By choosing AVG’s software and services, users become part of a trusted global community that benefits from inherent network effects, mutual protection and support.

AVG has grown its user base to 177 million active users as of December 31, 2013 and offers a protection, performance and privacy products and services suite to consumers and small businesses including Internet security, performance optimization, mobile security, online backup, identity protection and family safety software.

On Device Research

ondeviceOn Device Research is a research company that gathers responses on mobile devices – so far we’ve sent over 2.3 million surveys across 53 countries. By conducting research on mobile phones and tablet computers we can reach consumers wherever they are, at any time and in any location. Mobile research also brings fresh, instant responses that accurately capture consumers’ feelings, thoughts and opinions.




Ooredoo is a leading international communications company delivering mobile, fixed, broadband internet and corporate managed services tailored to the needs of consumers and businesses across markets in the Middle East, North Africa and Southeast Asia. As a community-focused company, Ooredoo is guided by its vision of enriching people’s lives and its belief that it can stimulate human growth by leveraging communications to help people achieve their full potential. Ooredoo has a presence in markets such as Qatar, Kuwait, Oman, Algeria, Tunisia, Iraq, Palestine, the Maldives, Myanmar and Indonesia. The company was named “Best Mobile Operator of the Year” at the World Communication Awards 2013.


TIMWETIMWE is a global provider of mobile enablement solutions, focused on Mobile Marketing, Mobile Entertainment, Mobile Money (mobile payments), Mobile Government and Internet of Things/M2M.

Operating in more than 75 markets in five continents, managed through 27 offices, TIMWE has a strong presence in its core Latin American market and is rapidly expanding in a number of countries in Africa, the Asia Pacific region, Europe and the Middle East.