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BizReport : Mobile Marketing : November 09, 2016

Study: Emerging markets have room for health, financial via mobile

When it comes to what consumers in emerging markets are looking for online, social is not the answer. That's the takeaway from new Upstream data which found that while social networks are the most-connected to by emerging consumers, what many are looking for is connection to financial services, healthcare and education portals.

by Kristina Knight

In fact, fewer than one-third of emerging markets customers currently have access to education (27%), healthcare (26%), or finance (23%) via digital channels. Meanwhile, 85% are accessing Facebook and nearly half (44%) are accessing Instagram.

"Social media services are currently the most widely consumed in emerging markets. Yet, our survey found that consumers are not looking for the next big social media tool, instead, they want digital services in education, finance and healthcare, where there is currently a market gap," said Marco Veremis, CEO and Co-founder of Upstream. "Forward-thinking digital services providers will take note of this - rather than competing with established giants, they can make a significant mark by listening to consumers in emerging markets and giving them services that better suit what they are clamouring for."

Other interesting findings from the Upstream report include:

• 42% access mobile content via web browser, 40% via app
• 87% use mobile devices daily for digital services
• 97% use mobile devices monthly for digital services

Tags: emerging markets trends, mobile device trends, mobile marketing, mobile trends, Upstream

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