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.”