This year’s survey results confirm that consumers, especially in Asia Pacific (ASPAC), are adopting, at ever-faster rates, a variety of mobile and cloud-computing applications. Consumers around the world are more willing than ever to use their mobile phones for financial transactions and they are more open to receive ads in return for cheaper basic services. Also, consumers are demanding unique value from service providers in exchange for their loyalty and business.
Privacy continues to be an important issue. Even though the survey revealed that consumers are increasingly willing to accept targeted personally identifiable information (PII)-based advertising, particularly in exchange for lower cost or free services and content, they also expressed more anxiety about data privacy than in earlier studies.
Another interesting trend is consumers’ willingness to either pay for specific content or accept advertising. Entertainment content, such as games, video, and music, have perceived premium allure. This is good news for technology, telecommunications and media companies looking for new business models to differentiate their value and capture new markets.
Change is perhaps the only constant, as consumers redefine—on their own terms—market drivers such as trust, value, privacy and security. These are not trivial changes; they alter the landscape for the array of companies that cater to users of mobile and online technologies and services.
Service providers have the opportunity and challenge to address the needs of early adopters and more sophisticated mobile consumers in all regions, but particularly in AS PAC. The expanding sophistication of the global user base has led to dynamic shifts in consumer attitudes with strategic and tactical implications for a number of industries including technology, telecommunications, media, retail and financial services.