Mobile is increasingly the primary platform for internet access, according to the latest Global Consumer Survey (GCS) report from MEF, the global community for mobile content and commerce – and m-retailing is one of the key drivers for this.

Based on research conducted among more than 8000 respondents in nine countries across five continents, the MEF GCS found that 72% access the mobile internet on a daily basis with 18% no longer using fixed-line internet access whatsoever. In each individual market, the number of consumers accessing the mobile internet daily is higher than the number accessing fixed-line internet.

The report also illustrates how consumers are engaging in banking, payments and commerce via mobile. 57% of respondents have engaged in some form of banking or financial activity on their mobile, including balance check and transfer of funds, while 10% have paid a bill via their mobile device.

More than 80% of respondents reported using their mobile phone to research or purchase a digital or physical product. Findings across all regions concur that the vast majority of respondents are actively using their mobile for the purchase of goods and items.

“This research demonstrates how mobile has increasingly become the platform of choice for internet access and reinforces how consumers are using mobile connected devices for a wide range of content and commerce activities including research, payments and financial activities,” commented Rimma Perelmuter, MEF Executive Director. “MEF’s GCS report provides invaluable insights to both mobile specialists and new entrants to the wider ecosystem looking to gain a deeper understanding of the evolving mobile habits of consumers across developed and developing markets.”

However, the GCS Report also cites security as the biggest barrier to M-Commerce adoption. MEF Global Board Chairman, Andrew Bud commented: “This global research illustrates many positive findings regarding consumer engagement across a wide range of mobile content and commerce activities in developed and developing markets.

However, with 27% of consumers stating they would use mobile to make purchases more often if security was addressed, the need to build trust further in order to satisfy growing consumer demand is a clear industry call to action.

There is work to be done, and MEF’s Global M-Commerce initiative is already addressing the issue of security as a core focus. We invite all forward-looking companies to take part.”

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