Further to my article about the launch of Google Wallet I came across this research published easrlier this year by TNS – TNS Mobile Life 2011, which is aparently the largest ever global research study into today’s mobile consumer.Their research website provides a way to review and compare useage of mobile phones in different markets. Now into its sixth year, TNS Mobile Life is the result of more than 25,000 hours of interviews with over 34,000 respondents in 43 countries. It provides an overview of consumer experiences with mobility today and insights into how this will change. In summary:
- The number of mobile web users visiting social networking sites grew from 30% to 46% globally, and from 26% to 50% in emerging markets, leapfrogging much of the developed markets.
- Only 18% of consumers globally upload photos or video directly to the web from their mobiles but a further 44% would be interested in doing so in future.
- Consumers in emerging markets are more likely to want to upload content (49%), but more than half (55%) do not have the ability to do so.
- Over 50% of consumers in rapid growth economies* want to use mobile phones for greater access to financial services.
- Mobile phones set to become the ‘virtual debit card’ in rapid growth markets where demand exceeds developed markets by 18%.
- In the UK the proportion of people using mobile banking increased from 9.7% in 2010 to 20.4% in 2011, while in the USA the rates from 11.4% to 21.9%.In Sweden it was greater still: 8.1% to 20%.
- While adoption rates increased, desire for mobile banking in areas where it is not widespread is strong, peaking in sub-Saharan Africa, where almost two-thirds (63%) of mobile owners expressed an interest in mobile banking.
- Developed countries such as the USA, Singapore and Hong Kong have made minimal progression in mobile wallet adoption over the past year. The USA moved from 6% in 2010 to 8% in 2011, Singapore increased from 10% to 13%, Hong Kong from 16% to 17%.
- Mobile wallet usage in Chile was below 1% in 2010, but has risen to 7% in 2011 – just one percentage point below the USA and higher than Australia (6%), France (5%) and the Netherlands (5%).
- The financial services that capture the highest interest in China are paying bills (25%), getting money out of the bank (15%), and receiving wages (15%). China’s usage of mobile wallet is already at 52% above the global average and fewer than a quarter (23%) of Chinese consumers say they are not interested in mobile wallet.
Find additional research about mobile marketing here.You may also find this research by Google of interest in the US where over 5000 people were interviewed about the adoption and use of mobile phones – the research was commissioned at the end of 2010.