The state of the global mobile consumer
Connectivity is core
The importance of mobile connectivity in our lives is growing each year. While the simplicity of a single device may be desirable, consumers are acquiring an increasing number of devices whose utility is a function of their ability to be connected. With the demand for a widening array of devices unlikely to satiate in the near future, a growing proportion of devices will become connected. Connectivity becomes core functionality as it adds value to devices and to content.
However, not all of these devices may have cellular connections - the majority of tablets, for example, have Wi-Fi connection only. In addition, the majority of mobile customers are yet to move to mobile data, so usage is likely to stratify further and become increasingly heterogeneous.
Deloitte's second Global Mobile Consumer Survey provides a unique insight into the mobile consumer behaviour of 26,960 respondents across 15 countries. The survey's scope ranges from quantifying ownership of devices to understanding how these are being connected and used. Other areas covered are: LTE (Long Term Evolution), apps, NFC (Near Field Communication), tariffs and billing, and mobile advertising.
The state of the global mobile consumer report provides a view of some of the key trends that the survey results have revealed, both by looking at the individual country picture and at the consolidated global level.