|By Business Wire||
|August 14, 2013 09:06 AM EDT||
Netbiscuits, the global leader in software solutions for adaptive web experiences, today published additional findings from its study into consumer behavior on the mobile web. The latest data, extracted from the Netbiscuits People’s Web Report and featuring responses from 5,000 consumers, found that the starkest differences in mobile usage were between developed and emerging markets.
Deep-diving into the differences between consumer expectations around the world, the new evaluation of the People’s Web Report findings gives a more detailed insight into how our lives are shaped by mobile.
It reveals that emerging markets such as China and Brazil spend more time using their mobile devices for functional pursuits such as banking and shopping, whereas in developed markets users are more often searching for information. Security was found to be more of a concern for developed markets such as the UK, Australia and Germany, whereas emerging markets were more interested in personalized experiences.
Speed and Security
Eight out of 10 countries said that speed was the most important factor for their mobile web experience, except the UK and Australia which placed the most importance on security. In the U.S., faster downloads (59% of respondents), an experience closer to the PC web (39%) and ease of use (36%) headed up the items that would improve user mobile web experiences.
Mobile banking and m-commerce continue to grow worldwide
Brazil is spending longer than any other country mobile banking, along with India and South Africa, where over 40% regularly use the service. In China, 49% of consumers spend at least 30 minutes a day shopping on their smartphones, whereas in the UK, consumers are far more likely to prefer shopping on their tablets, with 37% stating that they do this every day. In the U.S, over 15% respondents admitted to spending more than 30 minutes shopping on their smartphones every day, with 2.6% admitting to spending over 3 hours.
East/West divide on mobile APPetite
In terms of downloading apps when prompted by a brand website, U.S. and China are at opposite ends of the spectrum. Whereas 42% of respondents in the U.S. would opt out of downloading an app, almost half (48%) of their Chinese counterparts said they would usually download the app, with only 3% saying they would never do so. Interestingly, a third (31%) of those stated that they download the apps because they assume they have to. When asked about their preferences generally, all 10 countries preferred having the option of a mobile website for banking, social media, music, entertainment, news and search, with the minority saying that apps were sufficient.
“For many consumers in emerging markets, a mobile device is much more than a tool for on-the-go internet access. It can often be their only connected device, which would explain why they are so often used for such a vast array of practical activities in countries such as China, India and Brazil,” concluded Paul Berney, CMO & MD EMEA, Mobile Marketing Association. “This trend of using mobile as primary or exclusive access device appears to be increasing all over the world. Even in the UK, mobile browsing is growing at a much faster rate than fixed-line access.1 In emerging markets it is particularly prevalent due to the lack of fixed-line alternatives. In fact, in many of these markets, users are bypassing fixed-line internet access altogether and moving straight to mobile.2 Mobile access is transforming the global media landscape and will continue to transform user habits for years to come.”
The People’s Web Report surveyed 5,000 people around the world on their mobile web usage habits, between March-May 2013. Views were sought from a sample of 500 people from each of the 10 countries where the survey took place, to better understand how these consumers were actively using the mobile web. Respondents were asked about consumer behavior across usage of the three main platforms prevalent today: smartphones, feature phones and tablets.
To download our infographic and video please visit http://www.netbiscuits.com/reports/reports-and-papers/global-consumer-trends
To find out more about the Netbiscuits People’s Web report, please visit http://www.netbiscuits.com/reports/reports-and-papers/the-peoples-web-report/
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Netbiscuits is the global leader in software solutions for adaptive mobile web experiences. The Netbiscuits Cloud Platform helps reduce the cost, time and risk involved in developing mobile web applications that deliver a customized, superior mobile user experience across all connected devices. For more information, please visit: www.netbiscuits.com
1 Office of National Statistics, 2013
2 Nokia Siemens Networks, ‘The First Step to Mass Internet Use in Emerging Markets’