The state of the global mobile consumer, 2013

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The state of the global mobile consumer, 2013

Divergence deepens

Mobile’s reach is greater than ever, and its continuing adoption is driving not just consumer behaviors but also business strategy. More and more companies are declaring that they are going mobile first. Yet what is mobile? It is an industry that has phenomenal momentum and scale, but it is also one that is increasingly diverse. There are multiple standards, with 4G coexisting with 3G and 2G. Smartphones now ship over a billion a year, but the smartphone category describes a broad range of capability, price and capability. Short messaging service (SMS) used to be the only way of exchanging text between devices, today there are a rising range of options for doing so.

Data cited in this report are based on a 20-country online survey of 38,650 mobile phone users around the world. All research has been undertaken via online research. Fieldwork took place between May and July 2013. The samples for Belgium, Finland, France, Germany, Japan, Netherlands, Portugal, Singapore, South Korea, Spain, United Kingdom, United States are nationally representative. All samples in these countries were 2,000+ except Finland (1,000), Portugal (607), UK (4,020). In Argentina, Brazil, China, India, Indonesia, Mexico, Russia, Turkey, the online research approach used leads to a high concentration of urban professionals. These respondents are likely to be relatively high earners within their country. All samples in these countries were 2,000+ except Turkey (1,000).

Mobile’s reach is greater than ever, and its continuing adoption is driving not just consumer behaviors but also business strategy. More and more companies are declaring that they are going mobile first. Yet what is mobile?

The state of the global mobile consumer, 2013
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