The ’Next Mobile Frontier Report’ is a custom consumer study led by Ovum on behalf of Upstream. The survey covered 4,504 consumers, with nationally representative samples in Brazil, China, India, Nigeria and Vietnam. The survey indicated the mobile industry still has substantial room to improve its content proposition in the emerging markets. Pricing remains the biggest barrier for content and app growth in all of the surveyed emerging markets, followed closely with the perceived inadequacy in the promotional, search, and discovery experience for many users. In addition, paying for content remains a challenge for many users. This rapidly growing yet still immature market underlines the open window of opportunity for a whole host of players.
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