The mobile
consumer

Mobile devices have become the cornerstone for consumer communication and transactions. This interactive visualisation explores the global use of mobile commerce services to uncover:

Appetite

How cultural, economic and technology norms shape the use of mobile around the world

Opportunity

How addressing specific consumer concerns can expand the demand for mobile commerce services

Motivators

Insights on how consumers can be motivated to make greater use of mobile commerce services

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The Mobile Consumer: Global and Regional Trends

The mobile consumer

Mobile devices have become the cornerstone for consumer communication and transactions. This interactive visualization explores the global use of mobile commerce services to uncover:

How cultural, economic, and technology norms shape the use of mobile around the world

How addressing specific consumer concerns can expand the demand for mobile commerce services

Insights on how consumers can be motivated to make greater use of mobile commerce services

  Research methodology

Research methodology

12,424 interviews, across 17 countries, were conducted with adults age 18 and over who own a mobile phone (basic or smartphone). Respondents completed an online survey in March/April 2013. The research was conducted by Loudhouse Consultancy, an independent research agency based in London.


Appetite for mobile commerce
services varies around the world.
Developing markets have a greater
unmet appetite for mobile commerce services.
Appetite for mobile commerce
services varies around the world.
Are content............. Are on their way.............. Are already there Net demand
41%
42%
17%
59%
Mature
7%
67%
26%
93%
Developing
4%
52%
44%
96%
Emerging
Are content............. Are on their way.............. Are already there Net demand
Select a country above
Select a country above
47%
38%
15%
53%
USA
43%
40%
17%
57%
UK
41%
41%
18%
59%
Germany
30%
57%
14%
71%
France
41%
37%
22%
59%
Japan
34%
48%
19%
67%
Australia
2%
77%
21%
98%
Colombia
7%
69%
23%
92%
Brazil
4%
74%
22%
96%
Egypt
17%
59%
24%
83%
Spain
7%
60%
33%
93%
Russia
4%
57%
40%
97%
Mexico
4%
60%
36%
96%
Chile
8%
57%
34%
91%
South Africa
4%
71%
25%
96%
Saudi Arabia
2%
33%
66%
99%
China
3%
51%
46%
97%
India
Explore mobile opportunities
About this chart

Evaluates the unmet demand for mobile based on the percentage of consumers who want to buy more goods and services through their mobile device and who wish to start using mobile commerce, compared to the percentage of consumers who are content with their current level of mobile use.

Mobile maturity:  
Mature   Developing   Emerging


Ease of use for mobile services is
a challenge for many consumers.
Activities that are currently hard but
highly desired present the biggest opportunity.
Global
Check
order
status
Make bank
transfers
Pay
bills
Buy
goods
Research
products/
prices
Check
mobile
usage
Pay
friends/
family
Create new
account
Check
utilities
usage
Sign up
for a
service
Respond to
promotions
Enter a
competition
Change
contact
info
Contact
customer
service
Information
Services
Hard to use Easy to use
High desire
Low desire
Mobile opportunity
Mobile sweetspot
Hard to use Easy to use
Explore mobile motivators
About this chart

Evaluates where the best mobile opportunities are, based on the average ease-of-use rating consumers assigned to each activity compared to the percentage of people who would like to do more of each activity by mobile.

Activity types:  
Information   Transactions   Services

An array of motivators and incentives can help
accelerate adoption of mobile commerce services.
An array of motivators and incentives can help
accelerate adoption of mobile commerce services.
Select a country or market
Select a country or market
Assurances about
payment security
Easier-to-use features
Promotional incentives
Explore incentives
Nothing would
encourage me
Select a country or market
Select a country or market
Lower-cost services
Personalized services
Free minutes
Coupons
Exclusive offers
Take an in-depth look at the Mobile Consumer
About this chart

Evaluates the percentage of consumers who indicated which motivators and promotional incentives would encourage them to start communicating and transacting more with service providers.

Mobile maturity:  
Mature   Developing   Emerging