FICO Survey: Asia Tops in B2C Mobile App Usage, US and Europe Lag
China has highest percentage of “mobile natives” who interact with businesses daily via mobile devices, France has lowest
FICO (NYSE:FICO) released the results of an international survey of businesses and consumers showing that China and Korea are the countries with the highest percentage of people who interact with businesses daily via mobile devices.
The survey looked at consumer preferences and tendencies with regard to mobile, online and in-person interactions with banks, government agencies, healthcare providers, insurers, and retailers.
China (51 percent) and Korea (50 percent) were joined by India (49 percent) as the countries with the highest percentage of “mobile native” consumers — those who interact with businesses via mobile devices every day. France (12 percent), Japan (15 percent) and the United States (16 percent) were the countries with the lowest percentage of mobile-native responders.
The survey found that businesses are quick to respond in sectors with consumer-generated pressure to interact via mobile channels. This is most apparent in the retail sector, where businesses are engaging with consumers to cultivate brand loyalty and make special offers.
The survey segmented respondents into five categories. “Mobile Natives” tend to be technologically savvy. They are typically young (under 34 years of age), affluent males who consider themselves early adopters of technology. “App Shoppers and Bankers” are frequent app users, but they typically use their devices for the limited purposes of banking or retail shopping.