This sponsored post is produced by MEF.
MEF, the global community for mobile content and commerce will launch the findings of its 4th annual Global Consumer Survey next month at MEF Global Forum 2014, which connects international mobile leaders in the heart of Silicon Valley (November 17 – 19).
Here is a sneak preview of 11 mobile facts from the report which analyzes consumer behaviors from 15,000 respondents in 15 countries, painting a global picture of the mobile content and commerce industry. Wearables & mHealth, mPayments & Mobile Money, Mobile in Education and Consumer Experience are all under the spotlight and form key tracks at #MEFGF14 which looks at the companies and technologies that are advancing consumer adoption of mobile content and commerce worldwide.
Wearables & mHealth
The use of wearable devices alongside fitness tracking and health & wellbeing apps is growing much more quickly outside of the US.
- Consumers in Asia (63%) and the Middle East (52%) are more likely to be aware of wearable devices than either European (43%) or US (42%) counterparts.
- 62% of consumers in United Arab Emirates have seen a medical professional that uses a mobile device during diagnosis or treatment. In the U.S., it’s just 37%.
mPayments and Mobile Money
Paying or banking via a mobile device means different things in different markets — but adoption is growing worldwide.
- Germany is an early adopter of in-app purchases which stands at 44% versus a global average of 19%.
- 44% of Africans transfer airtime as a form of currency versus a global average of 17%.
- Kenya remains the king of mobile banking, with 93% of consumers using their mobile device to perform banking but there is also significant increased usage in the Middle East (78%) and Nigeria (85%)
The benefits and use of mobile in education are closely tied to Internet access. Where the mobile Internet is the primary, and sometimes only, digital touch-point, mobile in education is thriving.
- Kenyans are well aware of the benefits of mEducation. 45% say it makes learning more convenient (versus a global average of 33%) and 39% appreciate its enabling of remote learning (versus a 26% global average).
- U.S. consumers focus on the entertainment aspects of mEducation with 20% saying it makes learning more fun and 14% reporting that it makes it more social.
The consumer journey — how users experience mobile — directly reflects the adoption of mobile content and commerce.
- A lack of trust in mobile remains the largest single obstacle to growth, and nowhere more so than in China and Mexico (41% and 40% versus an average of 34%). Brazil has also seen a sharp rise in trust-related concerns (from 31% to 36%) while in the U.S. it’s 35%.
- The use of a tablet computer alongside a mobile phone is on the increase, most notably in China, the U.S. and the U.K. (34%, 32%, and 34% respectively versus an average of 22%).
- China continues to lead the way in the purchase of physical and perishable goods via mobile (52% versus a global average of 30%). In the U.K. and U.S., such purchases —while higher than average (36% and 35%) — are seemingly on the decline.
- Indian consumers are among the most likely to purchase via a social media page: 23% which is greater than the U.S. at just 16%.
The full results and analysis of the MEF Global Consumer Survey will be available to attendees at MEF Global Forum 2014 and discussed as part of the two-day international agenda. #MEFGF14 speakers include senior executives from Andreessen Horrowitz, Mozilla, Twitter, LinkedIN, Uber, Etisalat Nigeria, Deutsche Telekom and many more.
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