Issue 35 • NOV/DEC 2012
88% of the world’s mobile users now engage in content and m-commerce
nearly nine in ten (88 per cent) of the world’s mobile media users now engage in mobile content and commerce – up from 82 per cent in 2011 – according to the findings of the MEF’s latest annual global consumer survey. Conducted in partnership with On Device Research, the study across 10 countries – which defines mobile commerce as “anyone using a mobile phone for research, purchase or banking” – reveals that the mobile market is maturing, with 80 per cent of all consumers using their phones for research, rising to 88% among over. Similarly 55 per cent of people have purchased from their mobile but the figure is 64 per cent for over 35s. The biggest rises in mobile content and commerce are in growth markets, including Qatar (73 per cent in 2011 to 86 per cent in 2012), India (85 to 90 per cent) and South Africa (89 to 95 per cent). In contrast mature markets such as the UK have remained static at 91 per cent for 2011 and 2012. The lion’s share of mobile commerce is still centred on digital purchases rather than ‘real’ ones, however considerable growth is taking place in the ‘physical’ sector. In 2012, 54 per cent bought digital products, unchanged from 2011. But 31 per cent purchased physical items in 2012 rising from 24 per cent in 2011. The report reveals that 80 per cent of people now use their phone for research, up from 58 per cent in 2011, of which 69 per cent then went on to make a purchase via mobile. There is also a rise in mobile banking, with 64 per cent of consumers now use their devices to conduct mobile banking (up from 57 per cent in 2011). Interestingly, payment via card has taken over from operator billing, with 27 per cent of those surveyed used a card for m-commerce, against just 14 per cent making payments via the phone bill (not including purchasing airtime). Entertainment (25 per cent) and convenience (26 per cent) are the primary reasons for engaging in mobile commerce but trust is also important with 13 per cent citing ‘from a brand I know and trust’ as a key reason for purchasing via mobile. 35 per cent of respondents admit that concerns around trust are acting as a barrier to purchasing more from a phone.
THIS MONTH... News
The latest news from the industry, along with analysis of what that news means, including: • Choice of device shapes shoppers path to purchase 3 • Bango offers operator billing on Google Play in Oz 4 • Mobile now the ‘go to’ place for news, says Mojiva 5 • GlobalCharge goes live with operator billing from MACH 6 • Juniper scales back NFC forecast thanks to pesky iPhone5 7 • Sports fans embrace free wifi in stadia, finds EasyNet study 8 • mfortune scoops best mobile gambling award 9 • Orca Digital gets on the Deloitte Fast 500 list 9 • Cherry Sauce paints explicit picture of mobile adult 9
Analysis Editorial 2013: the year of telemedia? 2012 was the year of mobile. 2013 promises even more for telemedia, Paul Skeldon believes 11 TELECOMS A world without mobile On the 25th anniversary of GSM, John Strand thinks the unthinkable 12 TELEMEDIA VCS dominate iTV Ed Boddington explains how voice short codes have come to be the new taste of interactive TV 13 RETAIL Loyalty pointers Krishna Subramanian, CMO, Velti explains why iOS6’s Passbook is so significant 14 THe future 2013: bring it on As 2012 draws to a close, experts from Accenture look at how 2013 is shaping up for telemedia 16
Directory
The leading industry directory of services 21
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