Mobile internet usage challenges in Asia — awareness, literacy and local content
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GSMA Intelligence and the GSMA’s Digital Inclusion programme is today publishing a new report on mobile internet usage in Asia.
Nearly 800 million new mobile internet subscribers are forecast to come online in Asia Pacific by 2020, the vast majority of these coming from emerging markets in the region. But this growth is dependent on overcoming several digital literacy and awareness barriers and having locally relevant content available. This report is based on two primary research projects we have undertaken to help understand these barriers:
Consumer research: research undertaken in India to understand internet perceptions, usage, digital literacy and the role of local content in the adoption of mobile internet services.
Stakeholder survey: an online survey of mobile network operators and service providers in Asia aimed at identifying the primary barriers to the creation and adoption of local content. This survey includes participants from nine countries.
The report finds that mobile network operators (as well as other stakeholders) have a key role to play in overcoming the barriers that exist for both existing and new mobile internet subscribers. Establishing education programmes to improve skills and awareness can help people access relevant content, while working with local entrepreneurs can help to create the relevant content and ensure it is accessible to all users rather than focused solely on smartphone and 3G users.
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