Mobile Internet trends in emerging markets

New data published by Accenture has found that more than 70% of people in emerging economies, including Brazil, South Africa and Russia, are leading the adoption of mobile devices to access the Internet.

Moreover, consumers are using multiple devices to connect to the web, including smartphones (61%), netbooks (37%), and tablets (22%).

Nearly half (46%) of respondents conducted a banking transaction using their mobile device.

Close on six out of 10 of respondents accessing the Web on a smartphone did so for personal matters as against 20% doing so for work-related matters.

The Accenture Mobile Web Watch survey, conducted across 13 countries in Europe, Latin America and South Africa, found that people in emerging markets intend purchase a Web-enabled mobile phone in the near future – Brazil (78%); Russia (73%); Mexico (61%); South Africa (57%) – compared with an average of 46% for other countries in the survey.

“The growth in use of mobile devices to access the Internet, in conjunction with a willingness to pay for mobile services such as cloud or premium services, is opening up a host of opportunities for market players in the communications, media and technology industries,” said Prof. Dr. Nikolaus Mohr, a managing director in Accenture’s communications, media and technology operating group.

“Companies would do well to leverage the efficiencies of this mass market. We believe that this can be achieved through innovation and, more importantly, through collaboration among all the players in the value chain of the communications, media and technology industries.”

Interestingly, out of those respondents who have downloaded apps, 33% had downloaded money management apps (household, bookkeeping, budget calculator).

And when questioned which statement about the monthly costs of accessing the Internet through a smartphone/tablet/netbook respondents most agreed with, 23%  said it was more than they expected, 56% said it was what they expected, and 21% said it was less than they expected.

Additional findings:

  • 73% of men compared to 66% of women;
  • 45% of  those above 50 use mobile internet;
  • 62% accessed online communities such as Facebook;
  • 71% downloaded programs or apps on their mobile device;
  • 57% downloaded or viewed short videos (less than 5 minutes);
  • 70% have concerns over data security;
  • 78% are interested in cloud consumer services;
  • 87% are interested in premium technical services.

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Mobile Internet trends in emerging markets