Nearly half of the world’s mobile phone users only use their devices for voice and text communications, according to a new global mobile engagement index (GMEI) introduced by GSMA Intelligence.
Making its commercial debut, GSMA Intelligence’s GMEI consumer index draws on data gathered from the 2016 GSMA Intelligence consumer survey, for which the industry association’s market research unit surveyed mobile phone users in 56 markets representing 80 percent of the global population.
Mobile user engagement data is classified into four tiers:
- Those most engaged, aka “Aficionados”
- Networkers, and
- the least engaged, “Talkers”
Nearly half – 47 percent – of adult mobile phone users were “Talkers,” according to the inaugural annual survey. GSMA Intelligence expects that will decline to 29 percent by 2030 as wireless broadband connectivity expands, prices fall and mobile phone users in developing nations become more familiar with and make use of additional features and functions.
Global Mobile Engagement Index
“In an era of mobile being near ubiquitous around the world and at the center of people’s lifestyles, there is a growing need to measure mobile user engagement levels to identify future industry growth opportunities,” said GSMA Chief Strategy Officer Hyunmi Yang. “Consumer behaviors are continuing to change as mobile devices get smarter, services grow richer and societies become more connected.”
Other highlights include:
- Traditional SMS is still used more frequently than IP messaging in several mature markets, including France and the US
- More than 70 per cent of smartphone users globally watch free online videos on their phone (e.g. YouTube), and one in two smartphone users watch or replay live TV programmes on their device
- More than 70 per cent of smartphone consumers use their device to research information about products and services, but only one in two use it to order and purchase goods