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PC - NOT MOBILE - STILL MOST POPULAR FORM OF MESSAGING IN NORTH AMERICA

March 11th, 2009

Emerging markets bypassing email and favoring mobile to communicate

(NEW YORK, March 11, 2009) – While 74 percent of all digital  messages worldwide are sent via a mobile device, PCs continue to be the most popular message platform in the United States – sending more than 56 percent of all messages.  PCs are still the preferred vehicle for message communication in the developed world, but only just.   

Overall, the global popularity of mobile messaging usage has increased dramatically, up 15 percent in the past year, from 59 to 74 percent.  This growth in mobile messaging is being driven by the emerging markets, where nine out of 10 messages are transmitted via mobile devices.

Nearly half of all digital messages in the developed world are now being sent by mobile, and there are clear signs that the balance is accelerating towards the mobile.  In Japan for instance, 40 out of 100 emails sent are from a mobile device and in North America, 69 percent of those using email on their mobile phone use it daily, compared to only a 43 percent global average.  This trend is projected continue, not least because of the rise in Smartphones entering the market.

“As mobile devices gradually  take away usage share from fixed services in developed markets, in emerging markets consumers will  bypass fixed communications altogether and go straight to mobiles for most of their messaging needs,” said Don Ryan, VP Technology and Media, TNS.

Mobile Instant Messaging (MIM) is another communication technology experiencing strong growth. 13 percent of mobile users now use this feature globally, compared to only eight percent in the previous year.  The growth among Smartphone users is even more dramatic with an increase from 13 percent to 41 percent this year.

Once again, it is in the emerging markets that MIM has the most opportunities. In China for example, a significant 16 percent of mobile phone owners use MIM, which accounts for 27 out of every 100 messages sent across all technologies. When compared to the US, MIM penetration sits above China at 17 percent, but only accounts for five out of every 100 messages sent. 

“The way that consumers communicate is changing and diversifying and not one brand or service provider can claim to have effectively captured these trends and delivered the complete consumer communication experience,” added Ryan.   This recent acceleration of mobile messaging usage means that today is the best time for service providers to solidify and grow their market share positions.
About GTI
TNS completed analysis of the results of its Global Technology Insight in 32 markets with more than 20,000 consumers in January 2009. The study looked into some of the most pressing themes in the telecoms industry such as the purchase process, brand commitment, usage, opportunities in the emerging markets and convergence.

About TNS
TNS is a global market information and insight group. Its strategic goal is to be recognised as the global leader in delivering value-added information and insights that help its clients make more effective business decisions.  TNS delivers innovative thinking and excellent service across a network of 80 countries. Working in partnership with clients, TNS provides high-quality information, analysis and insight that improves understanding of consumer behavior. www.tnsglobal.com

TNS is the sixth sense of business™.

The Kantar Group
The Kantar Group is one of the world's largest research, insight and consultancy networks. By uniting the diverse talents of more than 20 specialist companies – including the recently-acquired TNS – the group aims to become the pre-eminent provider of compelling and actionable insights for the global business community. Its 26,500 employees work across 80 countries and across the whole spectrum of research and consultancy disciplines, enabling the group to offer clients business insights at each and every point of the consumer cycle. The group’s services are employed by over half of the Fortune Top 500 companies.  The Kantar Group is a wholly-owned subsidiary of WPP Group plc. For further information, please visit www.kantargrouptns.com

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