Mobile technology a winner in emerging markets
Consumers in emerging markets are far more interested in mobile technologies than those in mature markets, a survey carried out by technology services group Accenture has found.
In a statement on Wednesday, Accenture said its survey had revealed that 94 percent of consumers in emerging markets believed it was important that the technology brands they bought were perceived as the most innovative.
Furthermore, 64 percent of consumers considered the mobile phone their most important piece of technology.
The Accenture study also established that the extent of technology use among emerging markets consumers was also greater than that of mature markets.
“Therefore, emerging market consumers are most likely to take full advantage of the activities available on any one technology device.”
The study dispelled the general misconception that mature-markets were leaders in technology adoption.
“Among other critical factors we established was that, even though the price of goods remains an issue in the purchase decision, emerging market consumers don’t see it as a deciding factor,” said Mark Joseph, director, communications and high tech at Accenture.
“Suppliers will also have to keep their eyes and ears open because consumers are relying less on the advice of friends, family and in-store salespeople for help with their purchase decisions.
“Instead, they value third party reviews and online platforms,” Joseph said.
Consumers in emerging markets were willing to pay a premium for technology products that were marked as environmentally friendly.
“This is great news for manufacturers and governments, considering the fact that sustainability is high on the agenda across the globe,” Accenture said.
The Accenture survey also established that consumers in emerging markets ranked the importance of home-based connection lower than mobile connections.
As a result, they valued technology items such as mobile phones, MP3 players and portable gaming systems.
Another interesting outcome was that despite the global recession, 85 percent of respondents in emerging and mature markets spent money on consumer technologies in 2009.
“Most of the money was spent on mobile or smartphones, followed by computers and high definition televisions,” Accenture said.
The outlook in spending habits for 2010 seemed likely to follow the same pattern.
Mobile technology a winner in emerging markets << Discussion
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