TNS Study Reveals Content Has Higher Impact on Mobile Usage Than Enterprises May Realize

Mar 30, 2011, 10:30 ET from TNS

NEW YORK, March 30, 2011 /PRNewswire/ -- The increased pace of global adoption of Smartphone technology and the evolution of media platforms requires enterprises to reconsider their mobile and digital strategy.  Developing an approach that allows for more efficient connections with their customers and creating differentiated and meaningful digital experiences,  is increasingly important and critical to a company's management of strategic customer touch points, this according to TNS, who today released results of TNS Mobile Life 2011, the largest global research study into today's mobile consumer.

  • Research indicates a greater penetration of Smartphone usage in Tier 1 Emerging Markets (30%), than overall global mobile phone users (28%). This suggests that users in Emerging Markets are moving ahead of mature markets in levels of rich media on their mobile phone.
  • Impact of content, applications, and function options are increasing as a primary purchase decision (32%).
  • More people (35% vs. 32%) prefer to use their mobile phone vs. their laptop to navigate the internet suggesting that enterprises who seek visitors to their sites not only need to be enabled on mobile platforms, but need to consider their content strategy for their site.

"With consumers devouring more content than ever, the mobile device is increasingly becoming the primary device for internet access and communication," said Sanjay Mutha Executive Vice President of TNS.  "It's critical that all industries which aim to develop a stronger relationship with their consumers, from content brands to financial service organizations, make the consumer experience online seamless as we experience this shift in consumer perceptions of value and utility."  Mutha adds, "Traditional online touch points need to evolve. Enterprise Web sites need to progress and include more media rich content (podcasts, video, etc.) over text on their mobile applications.  Looking forward, we see digital touch points advancing and gaining influence with every type of consumer."

The findings highlight that as "static" functionality such as SMS and still imaging become commoditized, growth will be driven through further demand for functionality with particular focus for video calling, streaming and sharing services:

  • The number of mobile web users visiting social networking sites grew from 30% to 46% globally, and from 26% to 50% in emerging markets*, leapfrogging much of the developed markets
  • Only 18% of consumers globally managed to upload photos or video directly to the web from their mobiles, during the same period, but a further 44% would be interested in doing so in future

Now into its sixth year, TNS Mobile Life is the result of more than 25,000 hours of interviews with over 34,000 respondents in 43 countries. It provides a complete understanding of consumer experiences with mobility today and insights into how this will change tomorrow.

For more information on Mobile Life, please visit or contact TNS at 585 545 4047.

About TNS

TNS is the global leader in custom market research delivering actionable insights and research-based business advice to clients around the globe so they can make more effective business decisions. TNS offers comprehensive industry knowledge within the Consumer, Technology, Finance, Automotive and Political & Social sectors, supported by a unique product offering that stretches across the entire range of marketing and business issues, specializing in product development & innovation, brand & communication, stakeholder management, retail & shopper, and qualitative research. Delivering best-in-class service across more than 80 countries, TNS is dedicated to discovering growth opportunities for its clients in an ever-changing world. Through its pioneering and innovative culture, TNS understands the latest marketing challenges and research techniques, being the first to discover and solve new marketing issues for clients.

DISCOVER – A changing world: New territories, new media, new opportunities.

TNS is part of Kantar, one of the world's largest insight, information and consultancy networks.

Please visit for more information.

About Kantar

Kantar is one of the world's largest insight, information and consultancy networks. By uniting the diverse talents of its 13 specialist companies, the group aims to become the pre-eminent provider of compelling and inspirational insights for the global business community. Its 28,500 employees work across 100 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.

For further information, please visit us at