Developing Markets Driving Demand For Mobile Devices

San Francisco, CA - Consumers are reporting strong intentions to buy mobile devices this year, according to research conducted by Ipsos MediaCT. Consumers in 11 key markets around the world, especially the fast-growing economies of India, China, and Brazil, have strong demand for mobile devices--including cell phones, MP3 players, hand-held gaming devices, and laptop PCs.

InterAct: Global Digital Technology Trends, a syndicated study from Ipsos MediaCT, tracks digital technology ownership use and purchase intent, as well as associated online and mobile behaviors. The report helps companies inform their global digital technology strategies and is important for understanding online and mobile behaviors such as e-mail, text messaging, music downloading, video downloading, and social networking across a wide range of geographies.

The report shows a shift in reported consumer purchasing behavior in the developing world. In some countries, consumer demand is being driven by consumers who are looking to replace older models while in other countries new buyers are driving demand. These differences have important implications for manufacturers and service providers.

"In fast growing urban China, nearly half of urban Chinese households will buy a mobile phone this year, but since virtually all households (98%) already own at least one, the market for new buyers is saturated," says Donna Wallace, Vice President of Ipsos MediaCT. "By contrast, in urban Brazil, 29% of households do not yet own a mobile phone. That provides a large opportunity to sell to new household buyers. In fact, of the households in urban Brazil that intend to buy a mobile phone this year, nearly one in four households (22%) will be first-time buyers."

Urban Brazil is a hot spot for new buyers of mobile devices and leads the world in household demand for hand-held gaming devices, MP3 players, and mobile phones. However with three times more people, total mobile device sales in urban China may actually exceed those sold in Brazil.

"A complex picture is emerging, but one thing is clear--consumer demand for mobile devices is especially strong in developing countries, particularly for mobile phones and MP3 players," Wallace concluded.

For more information on this news release, please contact: Donna Wallace Vice President Ipsos MediaCT (415) 597-4004 [email protected]

About Ipsos MediaCT

Ipsos MediaCT is the division of Ipsos specialized in researching the converging Media, Content, Telecoms & Technology Industries. We provide branded, customized and syndicated solutions for clients in these sectors. These include audience research, consumer insight, market assessment, sales forecasting and new product development work. Our industry experts combine the science of marketing research with a clear business focus to assist companies in maximizing their return on investment.

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