MEF GLOBAL CONSUMER SURVEYEXECUTIVE SUMMARY

The nature of the mobile device has changed significantly in recent years. It has become an indispensable, multifaceted tool for consumers everywhere and the way it is used extends far beyond its traditional role as a communication device.

The way consumers pay for and use content and services over mobile is changing rapidly, as is their motivation for using mobile devices in this way. Traditionally, mobile payments were predominantly made to pay for simple digital goods or services consumed on the device, such as ringtones or games. In recent years, the range of applications and services available over both feature phones and smartphones has exploded, while mobile is also increasingly providing a convenient discovery & payment mechanism for physical goods.

New opportunities for consumer engagement, brand positioning and recognition, along with advances in payment business models, are fuelling interest in mobile commerce and the mobile device itself.

The MEF Global Consumer Survey explores how consumers are using that mobile device today. This kind of insight can help both mobile specialists and those who are new to mobile to develop targeted mobile strategies and fully exploit the rich opportunities that mobile provides.

It is clear that mobile has become an important channel for all types of services. Consumers are much more likely to access the mobile than fixed internet on a daily basis. Interestingly, in some markets, more than 20% of respondents who use the mobile internet daily say they don’t access the web on a PC or laptop at all. A much greater share of the same respondents access both the mobile and fixed internets daily, however - the fixed internet will remain important going forward. Consumers are likely to choose the access channel that is most relevant to them at any given moment. Businesses looking to reach consumers will have to consider both.

MEF’s Global Consumer Survey explores the means and motivation for consumers to use their mobile for a variety of services, from retail to banking. The findings show that consumers are embracing mobile commerce globally, across both developed and developing markets. As many as 82% of respondents across all countries surveyed have used their mobile phone to engage in commerce, to either research or purchase items.

EXECUTIVE SUMMARY

Brazil Egypt India Indonesia Qatar Singapore South Africa UK US

Seventy-one per cent of consumers have used their mobile phone to make a purchase, with digital products being the items most commonly bought. However, consumers are also paying for physical goods such as tickets, books and electronic goods via their mobile.

Consumers are making their purchases in a range of different locations, with the mobile web the most common, followed by in-app and app-stores. While mobile operator sites are no longer dominating as a source of mobile purchase, mobile operator billing is still the most commonly used way of paying for purchases - 38% of respondents had used this method. Credit cards and online payment systems are also fairly common mobile payment mechanisms, however.

While consumers are engaging in mobile commerce in large numbers, there are also some barriers that must be considered. Lack of trust in the security is the reason given by 27% of respondents as to why they don’t purchase on mobile more often. There is considerable scope for M-Commerce growth, but such concerns must be addressed for the full potential to be realised.

A substantial amount of respondents don’t have access to either a bank account or other types of stored-value accounts. Banking and other financial services represent a relatively new area for mobile, but encouragingly, 57% of respondents have used at least one type of mobile financial service.

The MEF Global Consumer Survey was conducted by On Device Research during June 2011. It surveyed 8,530 mobile consumer research panel respondents across nine countries: Brazil, Egypt, India, Indonesia, Qatar, Singapore, South Africa, the UK and the US.

Source: MEF Global Consumer Survey 2011 Base=8,530 feature-and smartphone owners in 9 countries

Source: MEF Global Consumer Survey 2011 Base=8,530 feature-and smartphone owners in 9 countries

EXECUTIVE SUMMARY

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4.

ABOUT MEF

ABOUT THE RESEARCH

MEF is the global community for mobile content and commerce. It is the leading trade body for companies wishing to engage consumers and 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 groundbreaking 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.

To download the full report or any of the country datasets please go to www.mefmobile.org where you can purchase online by credit card. A corporate license for the report is available at £1999 and the country datasets cost £250 each. For all sales queries please contact rupen@mefmobile.org

The MEF Global Consumer Survey was conducted in June 2011 by On Device Research on behalf of MEF. It surveyed 8,530 respondents across nine countries: Brazil, Egypt, India, Indonesia, Qatar, Singapore, South Africa, the UK and the US. Respondents were a mix of both smartphone and feature phone users across all territories. This analysis was first released October 2011.

Compiled and produced by Miranda Roberts, Policy & Market Intelligence Manager, MEFEdited by Jessica Sandin

Copyright © MEF 2011. All rights reserved. No part of this publication may be reproduced, distributed or made available without the permission of the copyright owner.