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In emerging markets, formal banking only reaches a small percent of the population, compared with high penetration rate for mobile phones.  Low access to financial services and the fact that people in these markets tend to trust mobile brands more than banks, encourages them to use their device to carry out financial activities.


Mobile phones offer numerous benefits in emerging markets; they ensure the safety and security of money, make payments more convenient and promote M-Commerce opportunities for local entrepreneurs.  They also present opportunities for western companies looking to move into these markets, as well as learning’s for those who want to implement similar mobile finance models in developed markets.


AdColony Study Shows TV + Mobile Video Advertising Drives Huge Brand Lift

New research conducted by Nielsen for mobile video advertising company AdColony proves that the influence of the 3rd screen is dramatically expanding and becoming a significant factor for brand results. The co-branded "Cross-Platform Video Ad Effectiveness Study" shows that cross-screen viewership, defined as TV and mobile on smartphones and tablets, can drive purchase intent for a brand by 72 percent. With so many consumers multi-tasking while watching TV, this new research set out to measure the impact of "being" with the consumer across all the devices including simultaneous viewership of TV and mobile devices to measure how effective mobile video ads complement television campaigns.

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This report adds more intensive analysis and many new insights to the best selling research report published in 2010. The clear objective of this year's research is to illuminate the economic landscape of mobile local search in China, Korea, and Japan along with powerful new entrants on the North American and EU leader boards.

The deep coverage provides insight into the thought leadership guiding the ecosystem including CEOs, CTOs, and CMOs. Participants either presently involved or considering involvement in Mobile Local Search will benefit from a critical review of the business models of those companies that have figured out the winning strategies. The analysis is based upon two-decades of intensive engagement in the telecommunications industry and presents a first-mile through last-mile review.


To learn more and to access the report, click here:

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These documents list the titles of all the currently available or forthcoming MMA Mobile Consumer Briefings for the US and EMEA (UK, France, and Germany).

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In South Africa today, there are almost twice as many cellphones as there are TV sets.There are more than four times as many households with a cellphone than computer. 44% of e-mails are sent and received from a cellphone. There are 5.3 times more homes with cellphones than landline telephones. There are almost six times more cellphone subscribers than Internet users.

Growth of unique cellular phone access in SA:

11% of SA adults had access to
(at least one) cellphone.

70% of SA adults use a cellphone.

Read full report

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Each month, MMA Market Intelligence publishes a digest of recent research from sources throughout the industry.  August's digest includes research from MMA, Forrester, Acision and OgilvyOne, GSA Association and others.

Read August 2009 Reseach Summary

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Each month, MMA Market Intelligence publishes a digest of recent research from sources throughout the industry.   July's digest includes research from MMA, Forrester, Juniper, and others.  

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Nielsen: Improved Recall, Comfort With Mobile Ads
From: MediaDailyNews
by Mark Walsh, Wednesday, Mar 5, 2008 7:00 AM ET
A NEW REPORT BY NIELSEN Mobile suggests that consumers are gradually warming to mobile advertising. Among the findings: nearly one-quarter of all U.S. mobile subscribers )23%) say they have viewed mobile advertising in the last 30 days.
The Nielsen study also found the number of mobile data users who recalled seeing advertising jumped 38%--from 42 million to 58 million between the second and fourth quarters of 2007.
Furthermore, more than half of mobile data subscribers )51%) who saw an ad responded to it by sending a text-message, clicking on it, or calling a specific number. )Nielsen estimates 199 million Americans use some type of non-voice mobile service from text-messaging to video streaming.)
"We're seeing growing receptivity by consumers to mobile advertising," said Jeff Herrmann, vice president of mobile media at Nielsen Mobile. While only 10% of data users said they find mobile advertising acceptable, "an increasing number of mobile users understand that mobile devices and mobile content will become more robust if driven by an advertising model."
In short, data subscribers are more willing to accept advertising in exchange for lower costs or better content. In that vein, 32% said they're open to mobile advertising if it lowers their overall bill, while 13% will welcome it if it boosts the quality of their mobile media offerings. And 23% expect to see more mobile advertising in the future--up from 15% at the start of 2007.
Herrmann noted that the recent round of flat-rate, unlimited plans introduced by the major carriers, especially Sprint's $100 plan including voice and data, could help broaden the mobile media audience. "Advertising as a revenue stream is something that's more realistic than a year or two ago," he said.
In analyzing the mobile audience, Nielsen found that teens were the most likely to recall seeing some type of mobile ad )46% compared to 29% of data users overall.) Asian-Americans and African-Americans were among other demographic groups with high recall rates, at 42% and 40%, respectively. Whites, by contrast, had only a 24% recall rate.
Still, Herrmann cautioned against overstating the advance of mobile advertising at this point. "It's a big opportunity, but it's still in the very nascent stages."

The Nielsen study was based on a survey of more than 22,000 active mobile data users who used at least one non-voice service in the fourth quarter of 2007. Participants were asked about responses to banner ads, text ads, and video advertising, among other mobile formats.


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