Emerging countries open up new opportunities for marketers: report
July 2, 2013
Samsung's Windows Phone 8 phone
Upstreams new 2013 Emerging Markets Mobile Attitudes report examines which types of mobile content consumers in emerging countries are most interested in. In particular the report points to emerging markets as the next big opportunity for some of the big players in the tech industry, including Apple, Samsung, Facebook and Google.
Consumers in emerging markets are different than those in the West, said Vasileios Tziokas, marketing and PR manager at Upstream, London.
Of course, they share similar taste in content like social media and music, but they also prefer content such as travel, health and government, he said.
Some key findings include that 61 percent of Brazilian consumers use their phone for news, whereas 74 percent of Nigerian consumers use their phone for education.
The report was commissioned by YouGov and Vanson Bourne and includes responses from 3,670 adults in Brazil, Saudi Arabia, India and Nigeria.
The study also looked at how consumers react to mobile advertising.
The 68 percent of consumers who want to receive promotions from brands via mobile on a weekly basis tapers down when users were asked if they were interested in interacting with brand content more frequently.
Twenty percent of users are interested in receiving mobile advertising on a daily basis, and 7 percent were interested in receiving promotions more than once a day.
When it comes to which channels consumers are most receptive to with advertising, 51 percent said that SMS was the most-welcomed format.
Email was favored by 43 percent of consumers and 12 percent picked an actual phone call to receive promotions.
The research suggests that apps are not as an effective advertising vessels in emerging countries as they are in other parts of the world. Eight percent of consumers said that they would be open to receiving pop-up ads in apps.
In Brazil, 27 percent of consumers said that they are likely to trust promotions from well-known brands with 60 percent interested in receiving promotional messages once per week.
Seventy-two percent of consumers in India are open for brands to send promotional messages once a week via mobile.
On the other hand, 21 percent of consumers in Saudi Arabia are most likely to trust promotions sent from the media and 16 percent trust mobile promotions from consumer brands.
With increasing amounts of quality content and a growing device ownership, mobile is becoming the first place that many consumers in emerging countries are accessing the Internet.
Nearly half of consumers surveyed said that they would spend between $100 - $300 on a phone, showing how consumers in emerging countries are willing to pay significant amounts of money for the newest gadgets.
Another 15 percent would pay more than $450 on a new phone.
Twenty-nine percent of consumers said that they would not spend more than $100 on a device.
In particular, Saudi Arabia, Brazil and India were the countries with consumers who were willing to pay more than $200 on a device.
The study also looked at the brand perceptions that consumers have about the main manufacturers.
Thirty-two percent of consumers polled favored Samsung and 22 percent picked Nokia as their most sought-after brand. Twenty-one percent of consumers said that they wanted an Apple-manufactured device.
BlackBerry devices were the fourth most-desired mobile phone brand.
There is also strong brand aspiration in the region, with 34 percent of consumers saying that they would purchase a device from their favorite brand regardless of the price because of the brands allure. Again, this mentality is strongest in India and Saudi Arabia.
Ponying up for content
The report found that 60 percent of consumers surveyed were willing to spend up to $5 per month on mobile apps.
This is particularly high in Brazil, where 14 percent of users would pay $10 or more per month on apps.
Seven percent of the overall average of the surveyed group said that they would be willing to pay $10 or more per month on apps.
When it comes to particular types of apps that consumers are interested in, 52 percent said that they would be interested in an education app.
Business-related apps were of interest to 47 percent of users and health-geared apps appealed to 41 percent of consumers.
Additionally, 70 percent of users want to access social networks, and 60 percent want to read news via their devices. Fifty-four percent of consumers wanted to access entertainment apps and 56 percent wanted to access photo and video apps.
Interestingly, 31 percent of consumers would be interested in a phone designed by Facebook that is loaded with relevant content and apps, showing the potential for efforts such as Facebook Home in these markets.
Mobile is going to create a content revolution in emerging markets, Mr. Tziokas said.
Consumers are gaining more purchase power, MNOs are tailoring their offers to the special needs they have and software developers are trying to crack the code of modern design and easy to use mobile software, he said.
At the same time, manufacturers are launching cheaper smartphones and social networks are teaming up with manufacturers.
Lauren Johnson is associate reporter on Mobile Marketer, New York
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