Two thirds would choose mobile Internet instead of chocolate

Majority of users would rather give up chocolate, coffee and movies than lose mobile Internet access

Tags: Boston Consulting Group (bcg.com)Smartphone
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Two thirds would choose mobile Internet instead of chocolate Two-thirds of consumers said they would rather give up chocolate than give up mobile internet access.
By  Mark Sutton Published  February 12, 2015

Two thirds of mobile users would rather give up chocolate than mobile Internet access, according to a new report from Boston Consulting Group (BCG).

In a study of the mobile economy, the majority of consumers surveyed in 13 countries worldwide, said that they would forgo most forms of offline media, apart from TV, before they would give up mobile Internet access. Two thirds or more would give up chocolate and alcohol. More than half are willing to forgo coffee and movies. A third are willing to give up their cars, and more than a quarter would abstain from sex.

The Growth of the Global Mobile Internet Economy report, which was commissioned by Google, highlights the rapid rise of the mobile internet economy, which the company generates $700 billion in revenues each year, and is predicted to grow by 235, to reach $1.55 trillion in the countries surveyed, by 2017.

The single largest contributor to mobile Internet revenue growth in the next several years will be the apps, content, and services component of the ecosystem, driven by the rapid expansion of mobile shopping and advertising.

The report said there have been more than 200 billion cumulative downloads from the various app stores since the first app was developed in 2008. More than 100 billion downloads took place in 2013 alone. Leading app-store operators paid developers more than $15 billion between June 2013 and July 2014.

BCG said that the mobile internet ecosystem is particularly competitive, which is helping to grow revenues at a rapid rate. Three million people are employed in the sector, and revenues are growing especially quickly in developing markets, according to the report.

"Competition throughout the mobile Internet ecosystem is driving innovation, growth, jobs, and a continually improving experience for consumers and businesses," said Dominic Field, a BCG partner and coauthor of the report. "Increasing mobile access everywhere is leading to new uses of the Internet-in fields from banking to education and from health care to the delivery of public services-further propelling growth. Policy makers can help keep the mobile Internet economy moving by pursuing proven policy goals that encourage continued improvement in these areas, as well as innovation, value creation, and consumer welfare and choice."

"The growth of the mobile Internet economy is propelled by increasing affordability and accessibility, as well as by advances in technology and infrastructure," said Paul Zwillenberg, a BCG partner and coauthor of the report. "The rapid advent of more affordable phones-those costing $100 or less-will drive both greater penetration and new uses." He noted that while only about 20% of smartphone shipments in 2013 comprised devices priced below $100, a fast-growing array of global, local, and new-entrant manufacturers are now making affordable smartphones.

The new BCG report examines the economic impact of the digital economy related mobile devices, such as smartphones, tablets, and wearables, and excludes economic activity generated by the broader mobile technology industry, such as revenues generated by phone calls, SMS texting, the manufacturing of non-Internet-enabled devices such as feature phones, and capital expenditures for non-digital data activities on mobile networks. Countries surveyed were Australia, Brazil, Canada, China, France, Germany, India, Italy, Japan, South Korea, Spain, the United Kingdom, and the United States.

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