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BizReport : Mobile Marketing : October 22, 2013

Asia home to countries with highest percentage of mobile native consumers

New survey findings reveal that Asia is home to the countries that have the highest percentage of consumers that interact with businesses daily via a mobile device.

by Helen Leggatt

Predictive analytics and decision management software company FICO has released findings from an international survey of businesses and consumers. Focussing on consumer preferences and behaviour with regards to how they interact with businesses such as banks, retailers, insurers and government agencies, the findings reveal that China is the country with the highest amount of "mobile native" consumers. Mobile native is defined as those who interact with businesses via mobile on a daily basis.

The percentage of people in China that are mobile native is 51%, slightly more than in Korea (50%) and India (49%).

Meanwhile, the countries with the lowest percentage of mobile natives are the U.S. (16%), Japan (15%) and France (12%).

"These survey results indicate that businesses have only scratched the surface of what is possible in the mobile channel," said Tony McGivern, FICO's CIO. "Mobile-based customer service and revenue-generating transactions all seem to be in the nascent stages, particularly in some of the world's largest economies, such as Japan and the United States. Consumers are leading the mobile revolution, and it's clear the appetite is there for more mobile interaction in the future."

Tags: Asia, B2C, business, mobile

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