TNS Launches the Result of “Mobile Life 2011” Study

Posted: May 19, 2011 in Tech
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TNS launched results of its study dubbed “Mobile Life 2011,” the largest ever global research study into today’s mobile consumer. Now on its sixth year, Mobile Life 2011 is the result of more than 25,000 hours of interviews with over 34,000 respondents in 43 countries, including the Philippines. It provides a complete understanding of consumer experiences with mobility today and insights into how this will change tomorrow.

“Research results of Mobile Life 2011 highlighted that as “static” functionality such as SMS and still imaging become commoditized, growth will be driven through further demand for social functionality and new demands for video calling, streaming and sharing services,” explained Gary de Ocampo, TNS Managing Director.

The number of mobile users visiting social networking sites grew from 30% to 46% globally, and from 26% to 50% in emerging markets, leapfrogging many of the developed markets. In the Philippines, Facebook ranked 3rd as the top mobile content/service provider (2010).

“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, the Managing Director of TNS’ Global Technology Sector.

Their studies also come up with the following findings:

  • Many emerging markets users outpace their western counterparts, leading demand for the latest mobile technology.
  • Brand, partnerships and demand for tablets – challenges in maintaining market share in a crowded environment.
  • Apple and Google continue to win the platform war, delivering better access to rich media.

“While there has been previous research into mobility, Mobile Life has truly set a precedent in its scope, depth and breadth of information on mobile consumers’ behavior and decision influences,” said de Ocampo. “The study reveals significant breakthroughs and detailed analyses of the interests, key drivers and influencers in consumers’ purchase decisions across the globe.”

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