The 10-country annual study reveals that nearly nine in ten (88%) of the world's mobile media users now engage in mobile content and commerce (up from 82% in 2011). Mobile commerce is defined as anyone using a mobile phone for research, purchase or banking.
Andrew Bud, global chair of MEF said, "The 2012 report shows how far mobile has come as a channel for both consumer engagement and entertainment. Across the world, mobile content and commerce is increasingly the most convenient way to discover, to choose and to buy. The data has profound implications for brands, retailers and financial institutions, as well as the content and entertainment industry. We cannot be complacent: the report also reveals that trust is still a significant barrier for consumers and the industry must collaboratively address that to sustain growth."
For more, view the full report (592KB).