For anyone needing further proof of the global proliferation of mobile devices, a comprehensive survey conducted by research firm TNS in sixty countries offers more evidence. The worldwide study, along with in-depth research and case studies from OgilvyAction, found that in some mobile usage areas, such as banking and shopping, developing countries are pioneering new trends. Both companies highlighted their findings at an AMA/American Marketing Association New York chapter event on Tuesday.
Below are the key takeaways.
Mobile has transformed communications, business, and entertainment in developing countries. “There mobile is not just a way to phone one’s friends, it’s a new portal,” Charles White, SVP at TNS, noted. “In many emerging markets, consumers’ first access to voice, news, Internet, and music was through mobile devices,” he added. Even for basic tasks, research results showed higher usage overseas. Worldwide, 65 percent of personal electronic messages were sent via mobile compared to 37 percent in North America.