Study highlights the potential in mobile markets

UK-based market research firm TNS offers some interesting insights into mobile phone usage in its sixth study titled TNS Mobile Life 2011.

The survey conducted in forty-three countries had 34 000 respondents and provides insights into how consumers interact with mobile technology and where the mobile industry’s future lies.

–  Across developed (44 percent) and emerging (77 percent) markets, content brands and not only handset brands are equally important with more than 1 in 4 global consumers saying content and apps are a key consideration at the point of purchase. As markets mature, key purchase influencers shift to content and application offerings, along with operating system.

–  Content and service offerings are playing an increasingly important role in terms of operating systems, with consumer loyalty supporting the continued growth of Android and iOS systems. Google’s operating system – Android, as well as OMS and Tapas – have gained 24 percent share in the past 12 months, growing from 9 percent to 33 percent. This loyalty is due, in part, to Apple’s and Google’s ability to keep pace with consumer’s content demands, particularly with regard to social networking and rich media functionality.

–  Tablets are already generating substantial momentum, with intended ownership rates as high as 31 percent in Asia and 28 percent in Europe. However, consumers typically view the tablet either as a complementary device, or as a replacement for a PC, rather than a mobile.

–  Insatiable consumers continue to drive market growth for advanced mobile technologies, with video calling, live video and video downloads the next critical developments.

–  Apple and Google’s ability to deliver more effective rich media experiences to consumers is translating to victory in the platform wars at present.

–  It is suggested that a common thread amongst Asian countries seems to indicate that Asians utilise their mobile phones instead of a PC when engaging in gaming, social networking, entertainment and the like, while Canadians and European consumers prefer PC gaming as opposed to mobile gaming.

“With mobiles increasingly becoming the primary device for internet access and communication, particularly in emerging markets, entertainment and multimedia features are a key requirement for engaging with consumers,” said James Fergusson, Managing Director, Global Technology Sector, TNS. “There is a need to ensure that entertainment offers, particularly mobile music, gaming, pictures, video and social networking are available and easy to access.”