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
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.
services varies around the world.
Developing markets have a greater
unmet appetite for mobile commerce services.
unmet appetite for mobile commerce services.
Appetite for mobile commerce
services varies around the world.
services varies around the world.
97%
96%
91%
99%
97%
96%
67%
59%
71%
59%
57%
53%
98%
83%
96%
92%
93%
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
Emerging markets
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.
a challenge for many consumers.
Activities that are currently hard but
highly desired present the biggest opportunity.
highly desired present the biggest opportunity.
Global
Check
order
status
order
status
Make bank
transfers
transfers
Pay
bills
bills
Buy
goods
goods
Research
products/
prices
products/
prices
Check
mobile
usage
mobile
usage
Pay
friends/
family
friends/
family
Create new
account
account
Check
utilities
usage
utilities
usage
Sign up
for a
service
for a
service
Respond to
promotions
promotions
Enter a
competition
competition
Change
contact
info
contact
info
Contact
customer
service
customer
service
Information
Transactions
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.
accelerate adoption of mobile commerce services.
An array of motivators and incentives can help
accelerate adoption of mobile commerce services.
accelerate adoption of mobile commerce services.
Emerging markets
Select a country or market
Select a country or market
Assurances about
payment security
payment security
Promotional incentives
Explore incentives▾
Explore incentives▾
Nothing would
encourage me
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