Mobile is increasingly the primary platform for internet access, according to today’s Global Consumer Survey (GCS) report from MEF, the global community for mobile content and commerce.  Based on research conducted among over 8,000 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 - 56% in South Africa are accessing the mobile internet daily.

Mobile Banking is widespread
The report also illustrates how consumers are engaging in banking, payments and commerce via mobile. 57% of respondents in South Africa have engaged in some form of banking or financial activity on their mobile, including balance check and transfer of funds, while 21% have paid a bill via their mobile device.

Mobile Commerce: Considerable scope for growth
Meanwhile, 89% in South Africa 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.”

Christian de Faria, MEF EMEA Board Member and Group Chief Commercial Officer of MTN, says ‘Consumers are driven by the need for convenience. Today’s consumer has the same needs that consumers have always had. They want access to financial services, health, as well as fun content such as music and games. MEF’s Global Consumer Survey demonstrates that what has changed though is the consumer expectation and propensity to access content and commerce services quickly, easily and at any time. In South Africa alone 56% are accessing the mobile internet daily. With a plethora of competitively priced smartphones coming onto the market, the increasing availability of mobile internet and a host of relevant solutions such as Mobile Money and mobile remittances services, mobile content and commerce will continue to grow exponentially.”

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 diverse 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, this lack of trust inhibits mobile’s full potential to meet growing consumer demand is a clear industry call to action. There is still much 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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