Chinese, Indonesians have world’s highest expectations for brands on mobile: Forrester study

China mobile marketers study

Expectations for brands on mobile; source: Forrester

People in China and Indonesia have the highest expectations in the world for how active brands are on mobile devices.

According to the Mobile Mind Shift Index from research firm Forrester, even Chinese consumers who are older, poorer or who live in lower-tier cities expect a lot more from companies on mobile than their counterparts in other countries.

Out of a score of 100 for their expectations for a company’s mobile presence, the metro Chinese online adult’s average is 62, compared to an average of just 39 in the US.

Indonesia and India also ranked highly for mobile expectations from brands – far higher than South Korea, by many measures the world’s most advanced mobile phone market, Australia and Hong Kong.

“It’s just as urgent, if not more so, for marketers in China to go mobile than their peers in most other countries,” the report reads.

However, marketers in China are “lagging” behind consumers in mobile adoption, and they need to do better to understand mobile behaviour trends to develop better mobile strategies, the report suggests.

For mobile “intensity”, or how intensely people use mobile internet, China is less advanced. Because of relatively low internet penetration across the country, mobile internet access is less likely to be “on the go” in China, the study finds.

The report also suggested that consumers in China – the world’s most advanced e-commerce market – are still far more likely to communicate than transact on a mobile device.

For participation in mobile behaviour like reading email and texting, the average metro Chinese score is 57. That score slips to 40 for consuming behaviours such as reading news and watching video, and to 28 for online buying and services.

“Mobile interactions will challenge companies even more than the web did,” said Forrester’s senior analyst Xiaofeng Wang, who authored the report. “Marketers need to increase their investments in mobile”.

The Mobile Mind Shift Index is based on a survey of 4,004 online consumers in metropolitan China.


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