Social functionality to dominate mobile trends : TNS

The report provides an understanding of consumer experiences with mobility today and insights into how these trends will change tomorrow.

A key finding was that as SMS and still imaging in mobile phones become commoditised, growth will now be driven through increasing demand for social functionality and new demands for video calling, streaming and sharing devices.

Other key findings in the study include:

• The number of mobile web users visiting social networking sites grew from 30 per cent to 46 per cent globally, and from 26 per cent to 50 per cent in emerging markets.
• Only 18 per cent of global consumers managed to upload photos or videos directly to the web from their mobiles but a further 44 per cent indicated interest in doing so in the future.
• Consumers in emerging markets are more likely to want to upload content (49 per cent), however another 55 per cent do not have the ability to do so.

"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," noted James Fergusson, managing director of the global technology sector at TNS.

"Handset manufacturers need to ensure that entertainment offers such as mobile music, gaming, pictures, video and social networking are available and easy to access. Many are missing a trick in not bringing more smartphones to market in high-growth countries."

In addition, the report reveals that content and service offerings are also playing an increasingly important role in terms of operating systems, with consumer loyalty the key driver in propelling the growth of the Android and iOS systems.

56 per cent of Apple and 52 per cent of Android customers access social media via their mobiles on a daily basis, but this figure falls to 44 per cent for Windows Mobile and 41 per cent for Symbian. Meanwhile, 51 per cent of Apple and 49 per cent of Android customers are very likely to stay with that operating system, in contrast to Windows (30 per cent) and Symbian (31 per cent). 

In its sixth year, TNS Mobile Life surveyed over 34,000 respondents across 43 countries.