72% use mobile internet on a daily basis with 18% no longer using Fixed Line to access the Internet at all.

57% around the world have used Mobile Banking.

MEF calls for industry action after security fears cited as greatest barrier to usage.

Singapore (October 11^th, 2011) – 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 globally 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– 74% in Singapore, 71% in Indonesia and 67% in India 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. 44% in India and 48% in Singapore have engaged in some form of banking or financial activity on their mobile, including balance check and transfer of funds.

This rises to 73% of respondents in Indonesia, with 63% having sent airtime to someone else – the highest share by country.

Mobile Commerce: Considerable scope for growth

Meanwhile, 85% in India, 80% in Indonesia and 84% in Singapore 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.

“Unquestionably, we can see from this landmark Global Consumer Survey that a seismic shift in mobile content and commerce consumption is taking place and Asian markets are spearheading this progress.

The Mobile First world now requires significant and speedy work from MEF and its member companies, to make sure the experience safely and securely unleashes the truly remarkable levels of commercial transactions on connected devices we see every day”, said Colin Miles, MEF Asia Chairman.

The 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.

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.

Fears around security cited as greatest barrier to wider adoption of mobile commerce

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 wide 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, the need to build trust further in order to satisfy growing consumer demand is a clear industry call to action.

There is 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 “.

Markets surveyed were: Brazil, Egypt, India, Indonesia, Qatar, Singapore, South Africa, the UK and the US. The full report is available at

http://www.mefmobile.org/initiatives/mef_industry_surveys/mef_global_consumer_survey/ .

About MEF

MEF is the global community for mobile content and commerce.

It is the leading trade body for companies wishing to engage consumers and monetize their goods, services and digital products via the mobile connected device.

MEF provides competitive advantage to its diverse membership, shapes industry growth, connects thought leaders and spearheads groundbreaking initiatives which explore and promote monetization opportunities.

With global headquarters in London and operational chapters and offices in Asia, EMEA, Latin America, Middle East and North America, MEF is a member network with global reach and strong local representation, ideally placed to drive market growth. Established in 2000, MEF provides an impartial, consistent and powerful voice for the foremost companies and entrepreneurs from across the mobile content and commerce value chain. For further information please visit: www.mefmobile.org

About the MEF Global Consumer Survey Report

Based on research conducted by On Device Research across 8,350 respondents, the MEF Global Consumer Survey and nine Country Datasets are available for MEF members to download in their entirety for free and available to non-MEF members at a cost of £1999.

By Asia Pacific Correspondent :

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