Mef research report_exec_sum

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Mef research report_exec_sum

  1. 1. MEF GLOBALCONSUMERSURVEYEXECUTIVE SUMMARY
  2. 2. EXECUTIVE SUMMARYThe 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 acommunication device.The way consumers pay for and use content and services over mobile is changing rapidly, as is their motivation forusing mobile devices in this way. Traditionally, mobile payments were predominantly made to pay for simple digitalgoods or services consumed on the device, such as ringtones or games. In recent years, the range of applicationsand services available over both feature phones and smartphones has exploded, while mobile is also increasinglyproviding a convenient discovery & payment mechanism for physical goods.New opportunities for consumer engagement, brand positioning and recognition, along with advances in paymentbusiness 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 insightcan help both mobile specialists and those who are new to mobile to develop targeted mobile strategies and fullyexploit 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 toaccess the mobile than fixed internet on a daily basis. Interestingly, in some markets, more than 20% of respondentswho use the mobile internet daily say they don’t access the web on a PC or laptop at all. A much greater share of thesame respondents access both the mobile and fixed internets daily, however - the fixed internet will remain importantgoing forward. Consumers are likely to choose the access channel that is most relevant to them at any givenmoment. 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 ofservices, from retail to banking. The findings show that consumers are embracing mobile commerce globally, acrossboth developed and developing markets. As many as 82% of respondents across all countries surveyed have usedtheir mobile phone to engage in commerce, to either research or purchase items. Brazil Egypt India Indonesia Qatar Singapore South Africa UK US
  3. 3. EXECUTIVE SUMMARYSource: MEF Global Consumer Survey 2011Base=8,530 feature-and smartphone owners in 9 countriesSeventy-one per cent of consumers have used their mobile phone to make a purchase, with digital products beingthe items most commonly bought. However, consumers are also paying for physical goods such as tickets, booksand 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 mobilepurchase, mobile operator billing is still the most commonly used way of paying for purchases - 38% of respondentshad used this method. Credit cards and online payment systems are also fairly common mobile paymentmechanisms, however.While consumers are engaging in mobile commerce in large numbers, there are also some barriers that must beconsidered. Lack of trust in the security is the reason given by 27% of respondents as to why they don’t purchase onmobile more often. There is considerable scope for M-Commerce growth, but such concerns must be addressed forthe full potential to be realised.A substantial amount of respondents don’t have accessto either a bank account or other types of stored-valueaccounts. Banking and other financial services represent arelatively new area for mobile, but encouragingly, 57% ofrespondents have used at least one type of mobile financialservice.The MEF Global Consumer Survey was conducted byOn Device Research during June 2011. It surveyed 8,530mobile consumer research panel respondents across ninecountries: 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
  4. 4. Back to contentsABOUT MEFMEF is the global community for mobile content and commerce. It is the leading trade body for companies wishingto engage consumers and monetize their goods, services and digital products via the mobile connected device. MEFprovides competitive advantage to its diverse membership, shapes industry growth, connects thought leaders andspearheads groundbreaking initiatives which explore and promote monetization opportunities.With global headquarters in London and operational chapters and offices in Asia, EMEA, Latin America, Middle Eastand North America, MEF is a member network with global reach and strong local representation, ideally placed todrive market growth. Established in 2000, MEF provides an impartial, consistent and powerful voice for the foremostcompanies 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 purchaseonline by credit card. A corporate license for the report is available at £1999 and the country datasets cost £250each. For all sales queries please contact rupen@mefmobile.orgABOUT THE RESEARCHThe MEF Global Consumer Survey was conducted in June 2011 by On Device Research on behalf of MEF. It surveyed8,530 respondents across nine countries: Brazil, Egypt, India, Indonesia, Qatar, Singapore, South Africa, the UK and theUS. Respondents were a mix of both smartphone and feature phone users across all territories. This analysis was firstreleased October 2011.Compiled and produced by Miranda Roberts, Policy & Market Intelligence Manager, MEFEdited by Jessica SandinCopyright © MEF 2011. All rights reserved. No part of this publication may be reproduced, distributed or made availablewithout the permission of the copyright owner. 4.

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