MEF – the global community for mobile content and commerce – have recently completed a Global Consumer Study which demonstrates how consumers across the globe are increasingly embracing  mobile for their content and commerce needs.

The study, which was conducted in nine countries across five continents with over 8,500 respondents from both developed and developing markets – including India, Indonesia, Singapore, Brazil, the United States and United Kingdom – clearly shows an explosion in consumer engagement in mobile commerce. (

“The survey reveals that Asian consumers, more than any other, first go to their phones to source, service and support commercial decisions,”  said the MEF Asia Chairman Colin Miles. “For example, when it comes to remittance, the Asia-Pacific region is particularly adept at understanding this way of supporting families and friends back home. Most mobile operators have taken quickly to offering airtime transfer and other ancillary financial services using mobile as the primary platform.”

– In Singapore for example, 74% of respondents said they access the mobile web on a daily basis, while 84% have already adopted mobile commerce by using their device to either research or buy goods. The majority of mobile purchases are digital goods (40%), but physical goods constitute a notable part, with 15% of consumers having bought electronic goods via mobile. Mobile banking is also clearly establishing itself in this market, with 32% regularly checking their balance via mobile and almost one-fifth (18%) paying bills on a mobile device.

– In Indonesia, 63% of respondents had sent airtime remittances via mobile. Among those in Indonesia that have bought something on their mobile, 19% have done so through a retailer mobile store front, illustrating the value of the mobile channel for retailers. Meanwhile, 41% have bought items via their network operator in the last six months.

Asked how mobile commerce will further develop in Asia-Pacific, Miles said the pace of change will grow even more rapidly with more retail outlets enabling payment accounts and wallets to form in-store selection and payment.

“The industry is eyeing the potential for unleashing the so-called ‘unbanked’ population of countries like Indonesia, Vietnam, India and China, with ‘low-value’ retail transaction consummated purely on the mobile,” he added.