London, January 17 2012: BuzzCity’s latest quarterly report, released today, showcases the trends and forces in the mobile advertising industry. BuzzCity has seen tremendous growth with mobile ads served more than doubling in 2011, and year-on-year growth of 139%. More than 126 billion ads were served in 2011, compared with 52 billion in 2010.
This time last year just three countries (India, USA & Indonesia) were serving in excess of a billion ads a quarter. However, by the end of 2011 another seven countries had broken into the Billion Club – UK, South Africa, Mexico, Saudi Arabia, Vietnam, Canada and Thailand.
BuzzCity has taken advantage of its global reach and level of traffic and surveyed consumers on their behaviour and attitudes to mobile commerce and payments. This has brought to the fore the following insights:
Although these signs are very encouraging, it’s imperative that retailers provide reassurance on security, simplicity and the services available so that m-commerce continues to flourish. Globally, users remain reluctant to engage in remote transactions, with 39% preferring to pay in person, and 21% preferring to charge purchases to their phones. The biggest barrier to m-commerce remains the lack of awareness of the tools and services available (35%), and concerns regarding security (27%).
“There are three missing elements, crucial to widespread adoption of mobile commerce,” said Dr KF Lai, CEO of BuzzCity. “They are communication, education and security. Users are not currently aware of the services out there. When they do come across such services, these simple processes are presented in a very confusing way. Banks and retailers will need to provide their customers with clear and unambiguous assurances about security.”
The UK remains the leading European country in BuzzCity’s chart of Top 50 countries by ad impressions served, followed by Turkey and France. While growth in Eastern Europe also continues demand for these audiences are yet to be as consistent as in Western Europe.
Mobile hotspots include:
Dr KF Lai remarked: “The mobile industry has not only grown but matured, we are pleased to see yet more countries joining the Billion Club across our network and I have no doubt more will be joining in the near future. With more consumers gaining trust in mobile and brands taking advantage of spending power maturity the entire mobile ecosystem will benefit in coming months, ultimately paving the way for further demand for mobile and lifestyle content as well as mobile commerce offerings. 2012 looks set to be an exciting year,” he said.
To access the full BuzzCity Report, including data on the leading mobile internet countries, analysis, trends and demographics, as well as the mobile payments and commerce survey, visit reports.buzzcity.com.
For more information please contact:
Siobhan Eyres, Rachel Brewin or Sian Gaskell at CubanEight
BuzzCity is a mobile media company offering brand owners and agencies access to a global advertising network on the mobile internet. The network is made up of publishers from across the world and BuzzCity’s own mobile media properties. As a leading international player, BuzzCity has developed in-depth knowledge of the mobile consumer and provides marketers with clear opportunities to reach this audience via its advertising and publisher programmes.
Additional information can be found at www.buzzcity.com.