APAC consumers embrace mobile lifestyle

Melissa Chua
05 Jan 2011

The world may be welcoming the mobile age with open arms, but regions differ in their attitudes toward this phenomenon.

A study conducted by Oracle, which surveyed the perceptions of 3,000 mobile phone users worldwide, found Asia-Pacific to be the region whose consumers are most likely to use their devices to fulfill functions that fall beyond the realm of basic communication.

38% of the survey’s Asia Pacific respondents indicated they used their phones for entertainment, a higher percentage than that of the United States (20%), Europe (33%) and the Middle East (32%).

The survey’s findings also hinted at Asia Pacific consumers being more likely than their global counterparts to have used their devices to purchase items online (14% compared to 7%) and conduct video chat sessions on their mobile phones (11% compared to 6%).

While price has traditionally been considered the main incentive for customers to switch service providers, this factor appeared to have a lesser impact on Asia Pacific’s consumers.

The Asia Pacific market appeared more conservative in the survey compared to its global counterpart – just 73% of respondents said they would switch providers based on price alone, compared to the global figure of 77%.

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