Nearly half (47%) of South Koreans polled intend to purchase a smartphone within the next six months, according to the results of a consumer survey conducted this year among 1000 South Koreans by ABI Research. South Koreans already own an average of 1.6 mobile devices each, and are among the world’s must enthusiastic consumers of new mobile technologies, upgrading their devices frequently.
“South Koreans are keen adopters of mobile money services,” notes practice director Neil Strother, “using mobile devices to do banking (a very high 69% of respondents), and pay bills (40%). Curiously, though, most South Koreans have little confidence in the security of their mobile phones: only 7% believed they were completely or very secure, while 59% rated security as low or nonexistent. Either they rationally accept heightened risk as the price of engaging in activities they find useful, or, like many of us, would rather not think about it.”
South Koreans respond well to mobile advertising. According to Strother, “Nearly 45% of those polled reported having clicked on a mobile advertisement at least once; of those, 40% received a coupon as a result, and a significant 27% actually downloaded or purchased content as a result.”
“Technology Barometer™: Mobile – 1Q 2011 South Korea Survey Results” is a primary research-based tracking study that provides dynamic insight into the constantly-changing South Korean consumer mobility market. It provides detailed current usage information, and next six-month purchase intentions for mobile phones, smartphones, and tablets. Usage and perceptions of mobile money services, mobile advertising, location-based services, and multi-device data sharing plans were also covered in the survey.
It is part of the firm’s Technology Barometer™: Mobile Research Service.
ABI Research provides in-depth analysis and quantitative forecasting of trends in global connectivity and other emerging technologies. From offices in North America, Europe and Asia, ABI Research’s worldwide team of experts advises thousands of decision makers through 40+ research and advisory services. Est. 1990. For more information visit www.abiresearch.com, or call +1.516.624.2500.
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