comScore recently announced the launch of MMX Multi-Platform, along with major upgrades to Mobile Metrix in Indonesia, with the introduction mobile consumer panel data. An analysis of the multi-platform and mobile data revealed some key findings:
Indonesia has a large ‘mobile only’ population, and mobile devices account for 91% of all digital minutes.
The mobile only trend is more pronounced among younger demographics, but two thirds of users aged 35+ use only smartphone and tablet devices to access digital content.
Large international mobile properties, driven especially by communication apps (including email and messaging), lead mobile time.
Mobile app engagement does not correlate with reach, so a detailed understanding of the app landscape is required.
Inemerging markets, formal banking only
reaches a smallpercentof 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.