{"id":27038,"date":"2012-11-21T15:02:00","date_gmt":"2012-11-21T13:02:00","guid":{"rendered":"http:\/\/businesstech.co.za\/news\/?p=27038"},"modified":"2012-11-21T15:49:25","modified_gmt":"2012-11-21T13:49:25","slug":"mobile-commerce-booming-mef","status":"publish","type":"post","link":"https:\/\/businesstech.co.za\/news\/mobile\/27038\/mobile-commerce-booming-mef\/","title":{"rendered":"Mobile commerce booming: MEF"},"content":{"rendered":"

A new study from MEF<\/a>, the global community for mobile content and commerce, shows that 88% of all mobile users engage in content for mobile and commerce.<\/p>\n

The annual Global Consumer Survey\u00a0was carried out in partnership with On Device Research<\/a> and aimed to reveal the behaviour of mobile media users from 10 countries studied across the world, including South Africa.<\/p>\n

According to the report, the mobile market is maturing, with 80% of all consumers using their phones for research – but among over 35s, the number is 88%.<\/p>\n

Similarly, 55% of people have made purchases from their mobile, but the figure is 64% for over 35s.<\/p>\n

Developing markets, unsurprisingly, account for the most significant increases in mobile commerce, showing the biggest rises in mobile content including apps, and commerce.<\/p>\n

This growth is reflected in countries such as Qatar (seeing an increase from 73% of active consumers in 2011 to 86% in 2012); India (85% to 90%); and SA (89% to 95%).<\/p>\n

In contrast, mature markets such as the UK, have remained static at 91% for 2011 and 2012, the study showed.<\/p>\n

It also revealed that the bigger share of mobile commerce is still centred on digital purchases rather than physical ones.<\/p>\n

However, considerable growth is taking place in the physical sector, with the study showing an increase in these goods to 31%, from 24% in 2011.<\/p>\n

The report revealed that 80% of people use their phone for research, up from 58% in 2011, of which, 69% then went on to make a purchase via mobile.<\/p>\n

Up to 64% of consumers now use their devices to conduct mobile banking – up from 57% in 2011.<\/p>\n

Payment via card has taken over from operator billing, with 27% of those surveyed using a card for m-commerce, against just 14% making payments via the phone bill (not including purchasing airtime).<\/p>\n

\u201cMEF\u2019s 2012 report shows how far mobile has come as a channel for both consumer engagement and entertainment,” said Andrew Bud<\/a>, global chair for MEF.<\/p>\n

“Across the world, mobile content and commerce is increasingly the most convenient way to discover, to choose and to buy,” he said.<\/p>\n

Related articles<\/h3>\n

SA\u2019s real mobile penetration revealed<\/strong><\/a><\/p>\n

Mobile Internet trends in emerging markets<\/strong><\/a><\/p>\n

App stores gaining ground in emerging markets<\/strong><\/a><\/p>\n

SA\u2019s slide towards the wrong side of the digital divide<\/strong><\/a><\/p>\n

F&S alludes to mobile data war<\/strong><\/a><\/p>\n

Mobile broadband can boost SA economy: report<\/strong><\/a><\/p>\n

SA\u2019s mobile broadband speeds poor: Akamai<\/strong><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

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