GMEI 2017: Global Mobile Engagement Index

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GSMA Intelligence
GMEI 2017
Global Mobile Engagement Index
Supplementary data publication
February 2017

Summary
1 GMEI summary and findings
Understanding regional consumer behaviour
2 Moving to smarter devices
Mobile technology innovation is driving user engagement,
but in some countries it is not the end game.
3 Living in a ‘data first’ world
IP-comms continues to change the way we communicate,
but mobile data services consumption varies by region.
4 Early adopters on the rise
The next generational demographic shifts will change the
profile of tomorrow’s mobile consumers.
5 Consumer segmentation,
regional trends
i Introduction
ii Methodology outline
iii Global mobile consumer trends summary
iv Regional mobile consumer trends summary
v Global mobile user engagement – top 10 insights
vi Global Mobile Engagement Index – ranking
vii Five key market factors are powering mobile user
engagement
viii The relationship between user engagement and
data revenue can be asymmetric
ix Higher mobile user engagement does not ensure
faster data revenue growth
x Consumer survey inputs: 29 mobile use cases
were covered to build the index
xi Consumer segmentation – key characteristics
xii The average consumer profile varies by region
xiii How is consumer behaviour going to change
by region?
xiv Tomorrow’s consumer will be more connected
and more engaged in advanced data services
xv GMEI methodology
Data insights
Appendix

3 | GMEI summary and findings
Introduction
Introducing a new indicator that
offers a new perspective on
mobile uptake measurements
The need for a new indicator The Index and segmentation in a nutshell
The GMEI measures the level of engagement of
smartphone and non-smartphone users across a
wide array of use cases and services. The higher the
score the more likely consumers are to frequently
engage in mobile services.
The Index has been built based on inputs from our
annual global consumer survey, which was last
conducted between June and August 2016 across 56
countries worldwide representing 80% of the global
population.
It is based on the computation of two scores for each
country surveyed:
• a usage score, i.e. the average number of mobile
use cases adult phone owners engage in
• a frequency score, i.e. how often they engage in
the use case on average.
Scores are calculated separately for smartphone
and non-smartphone owners, which are in turn
weighted based on the prevalence of these
device types in each country (as a percentage
of unique subscribers). GSMA Intelligence
estimates that in 2016, over 70% of unique
subscribers in the developed world are using
a smartphone, against around 40% in the
developing world where basic/feature phones
are still prevalent.
A segmentation exercise further supports
the Index as it helps to interpret the GMEI
ranking and understand the differences in user
engagement between countries.
Based on the usage patterns of the 56,000
survey respondents, four segments have been
identified: the Aficionados, the Pragmatists, the
Networkers and the Talkers.
The mobile industry needs innovative performance
measurements as we enter the fourth industrial
revolution.
The Global Mobile Engagement Index (GMEI) builds
on the legacy of traditional industry indicators (e.g.
mobile penetration, connections); some of these are
becoming obsolete as we move to a new phase of
growth where data tariffs, converged services and
multi-device ownership prevail.
GSMA Intelligence estimates that two thirds of the
global population subscribe to mobile services, and
over 60% of them are using the mobile internet. By
2020, mobile subscriber penetration is set to reach
close to 90% in the developed world and 70% in
the developing world - closing the gap against
addressable population ceilings in both regions.
As most countries across both developed and
developing regions show signs of mobile market
saturation, industry indicators reflecting penetration
levels are becoming less relevant to measure
medium- to long-term growth opportunities.
Mobile is transforming people’s lives, and consumer
habits will continue to change as mobile devices get
smarter, services grow richer and societies become
more connected. For instance, 39% on average of
smartphone users to date have used their device
to look for jobs and access services that help to
improve their health or support their education or
that of their children.
Understanding what makes mobile users unique in
anygivencountrytoday,andhowdemandisgoingto
evolve tomorrow, is key to anticipating future growth
and challenges. This is the key objective behind the
development of the Global Mobile Engagement
Index.

Methodology outline
Global
consumer
survey
Global
Mobile
Engagement
Index
Global
mobile
consumer
segmentation
56 countries surveyed in 2016
1,000 adult respondents per country (18+)
Smartphone and non-smartphone owners
29 mobile use cases monitored
+
weighting
x usage score
frequency score
x unique subscriber %x usage score
frequency score
weighting
=
Interpreting the score:
The higher the score, the more engaged
consumers are in mobile services.
A score of zero would mean that
consumers never use their mobile
phones for any of the 29 mobile
use cases covered in the survey.
A score of 10 would mean that
consumers engage in each of the
29 mobile use cases every day.
56,000 respondents have been
clustered into four distinct groups
based on how often they engage in
the 29 mobile use cases monitored
in the survey.
Aﬁcionados
Pragmatists
Networkers
Talkers
Early adopters
Early majority
Late majority
Laggards
The segmentation helps
to understand some of
the differences in the
GMEI country ranking.

Global mobile consumer trends summary
Global mobile consumer segmentation
% of mobile phone owners (18+)
Source: GSMA Intelligence
Networkers
Aﬁcionados
Talkers
Pragmatists
Mobile user
engagement
level
Mobile operators and the journey towards
more affluent mobile consumers
Globally, around half of mobile phone owners (47%)
todatemainlyusetheirdevicetosimplyplaceavoice
call or send a text message. However, the prevalence
of this consumer segment - labeled the ‘Talkers’ - is
set to decrease over the coming years.
A mix of macro-level and market-related factors –
some of which operators can control – are driving
some of the differences and projections in mobile
user engagement noted throughout this study:
1 Demographics
2 Mobile technology innovation
3 Mobile broadband affordability
4 Digital literacy
5 Local content availability
We live in a ‘data ﬁrst’ world and mobile consumers
across the globe are are set to engage more
frequently in services powered by the mobile
internet - particularly in emerging markets where
mobile is the only means to access the internet.
However, it is not necessarily because a country
boasts a high mobile user engagement level that
operator data revenues grow faster. Similarly, it
takes time to see the latest technology innovations
being adopted by the less tech-savvy consumers.
Our research highlights that while greater mobile
user engagement might contribute to incremental
value for mobile providers, this journey takes time
and requires a sustainable market environment.
A transformation that takes time

Regional mobile consumer trends summary
Towards more affluent mobile consumers, everywhere
Mobile consumer behaviour varies by region, and
several markets - across developed and developing
economies - are expected to witness a shift in their
demographic and mobile consumer segmentation
distribution in the coming years.
The regions that will see a substantial increase in
the number of ‘early adopters’ are North America,
Europe and South Asia. The US is currently the only
market where the most highly-engaged mobile users
(the ‘Aficionados’) are predominant.
Aficionados will continue to be an exclusive group
of very tech-savvy mobile consumers. Across most
regions though, the more price-sensitive and less-
engaged consumer groups such as the Pragmatists
and Networkers tend to form the dominant mobile
consumer segments.
Most emerging markets are rapidly transitioning to
greater mobile internet engagement. By 2020, these
countries will encompass over 80% of global unique
subscribers and over half of global operator data
revenue.
SouthAsiaisprojectedtogothroughthemostradical
shift in mobile consumer behaviour in the coming
years. By 2030, the proportion of consumers who
mainly use their phones for voice and text is expected
to decrease by 30 percentage points in the region.
Along with East Asia/Pacific, South Asia is to witness
a shift in its mobile consumer landscape in that its
dominant mobile user segment will transition from
the ‘Talkers’ in 2016 to the ‘Networkers’ in 2030. This
increase in mobile user engagement will be mainly
driven by smartphone and 4G adoption, mobile
broadband affordability and the regionalisation of
online content - particularly in India.
In Sub-Saharan Africa, the ‘Networkers’ will be even
more dominant in the future, meaning that more
mobile consumers will be more frequently using
IP-comms, social networking and web browsing in
the coming years. To date, price-sensitive demand
in the region shows an appetite for mobile internet
services despite lower income and lower smartphone
adoption. Mobile users in several African markets
(e.g. Tanzania, Kenya, Mozambique) boast a high
engagement in financial services (e.g. mobile money,
money transfer).
As smartphone adoption is a determinant factor that
will drive greater user engagement in the region, it
is important to maintain device affordability through
appropriate taxation rates. Similarly, in several
markets, we noted that poor digital literacy and a lack
of local content can hinder mobile user engagement
(e.g. Myanmar).
The mobile consumer landscape will remain stable
in Latin America over the coming years, with highly-
engaged users (Pragmatists) dominating regional
consumer segmentation. Under this projection,
mobile users in the region are expected to continue
to frequently consume mobile internet services,
including free mobile entertainment content (e.g.
free online video streaming) and IP messaging apps.
Brazilian mobile users have embraced mobile internet
services and tech-savvy demand in the country
will continue to lead developments in the region,
placing it on par with other mature markets such
as China. In both countries, IP comms has already
detroned traditional voice and text. In Latin America
in particular, the challenge for industry players is to
drive more affluent users to go beyond consuming
free content on their mobile to fully reap the benefits
of the mobile internet.
North America
Latin America
Europe
East Asia / Pacific
South Asia
Middle East & North Africa
Sub-Saharan Africa
Predominant mobile consumer segment by region
Smartphone owners (18+)
2016 2030
Aficionados
Pragmatists
Pragmatists
Talkers
Talkers
Networkers
Networkers
Networkers
Networkers
Aficionados
Pragmatists
Pragmatists
Networkers
Networkers

Global mobile user engagement – top 10 insights
Smartphones are more frequently used
for online window-shopping, than to
generate actual purchases.
Globally >70% on average of smartphone consumers
use their device to get information about products
and services, but only half use it to purchase goods.
Consumers in the US and South Korea are leading
engagement in mobile shopping, but multi-screen
ownership tends to prevent greater usage.
Traditional SMS is still used more
frequently than IP messages in several
mature markets.
In France and the US, only 28% and 41% of smartphone
users respectively claim to be using IP messaging more
than text. This is partly due to the fact that unlimited
SMS in bundled tariffs were introduced long before
IP messaging apps started to become popular.
In France and the US, the vast majority of smartphone
users claim to have subscribed to a tariff that offers
‘unlimited text’ (91% and 80% respectively).
There are more ‘early adopters’ in
São Paulo than in Tokyo.
Japan shows a lower mobile user engagement level
than most developed countries, due to a lower
adoption rate of smartphones and a greater
prevalence of the 55+ population, which tend to
be less engaged than younger Japanese consumers.
Brazil shows a higher prevalence of its base of
’Aficionados’ (the most engaged and tech-savvy
consumer group) which is almost twice as high as in
Japan (14% vs. 8% respectively).
Paying a bill or transferring money to
a friend using a mobile phone is more
frequent in Nairobi than it is in London,
Paris or Zurich.
Around 4 in every 5 consumers in Kenya and Tanzania
use their mobile phones to send or receive money
from friends, relatives or business associates via
mobile money services.
Mobile money services are more convenient to
process cash transactions than online banking
services, which are being used by around 57% of
smartphone users across the UK, France and
Switzerland altogether.
Free content is king; everyone bows to
mobile video streaming.
Ensuring network capacity will remain a key priority for
market players as mobile video traffic continues to rise.
>70% of smartphone users globally watch free online
videos on their phone (e.g. YouTube), and half of
smartphone users watch or replay live TV
programmes on their phone.
The elders of tomorrow will be more
connected than the elders of today.
By 2030, the ageing population and generational shift
in Europe will drive an increase of almost 10pp in
the number of highly-engaged smartphone users
(labeled ‘Aficionados’ and ‘Pragmatists’).
Demographic projections towards 2050 show that as
Millennial and Post-Millennial mobile users transition
to older age bands, the prevalence of highly-engaged
users will gradually increase in each market.
Female mobile phone owners in India
are 43% less likely to engage in mobile
internet services than men.
Last year, 17% of female mobile phone owners (18+) in India
engaged in mobile internet based services compared to 29% of
male phone owners. These low usage levels in the country are
influenced by the large prevalence of non-smartphone
subscribers (77%).
Smartphone ownership is not the end
game.
There are countries with high smartphone ownership
where user engagement is low, due to digital illiteracy
and a lack of local content (e.g. in Myanmar).
Wearables appeal to all ages and
genders, and are not just for mobile
addicts.
Wearables (smartwatch or fitness tracker) seem to
have been adopted by multiple groups of consumers
with varying levels of tech-savviness. There are no
clear differences in ownership between age groups
nor any large inequalities in ownership between men
and women.
The millennials are not always more
engaged mobile users than their elders.
Targeting demand from the Baby Boomers is important.
In South Korea, over a quarter of smartphone users
are Baby Boomers (between 51 and 69 years of age
today). This group of consumers use their mobile
phones as much as the millennials to browse the web,
read the news, download apps, get information about
products and services and use navigation apps.

Global Mobile Engagement Index – ranking
# Country Engagement Score
1 Korea, South 5.0
2 Qatar 5.0
3 United States of America 4.7
4 Saudi Arabia 4.6
5 Denmark 4.5
6 Finland 4.5
7 Australia 4.5
8 Spain 4.4
9 Sweden 4.4
10 Romania 4.3
11 Greece 4.2
12 United Kingdom 4.2
13 Israel 4.2
14 Austria 4.2
15 Switzerland 4.2
16 Portugal 4.1
17 Italy 4.0
18 Poland 3.9
19 Germany 3.9
20 France 3.6
21 Canada 3.5
22 Belgium 3.4
23 Netherlands 3.3
24 Russian Federation 3.2
25 Japan 3.0
26 Puerto Rico 2.9
27 Brazil 2.8
28 China 2.6
# Country Engagement Score
29 Argentina 2.5
30 Guatemala 2.4
31 Chile 2.4
32 South Africa 2.3
33 Philippines 2.2
34 Mexico 2.1
35 Ukraine 2.1
36 Vietnam 2.1
37 Algeria 1.9
38 Nicaragua 1.9
39 Morocco 1.7
40 Thailand 1.7
41 Colombia 1.5
42 Kenya 1.5
43 Mozambique 1.5
44 Indonesia 1.4
45 Tanzania 1.4
46 Ivory Coast 1.4
47 Cameroon 1.3
48 Nigeria 1.3
49 Egypt 1.1
50 India 1.1
51 Uzbekistan 1.0
52 Sierra Leone 0.9
53 Myanmar 0.8
54 Pakistan 0.8
55 DRC 0.6
56 Ethiopia 0.5
Thescoreaccountsforsmartphoneandnon-smartphoneusers
andisweightedbasedonuniquesubscriberpenetration.

Five key market factors are powering mobile user engagement
0
1
2
3
4
5
6
0% 10% 20% 30% 40% 50% 60% 70% 80%
There are ﬁve key factors driving the next transition to greater mobile user engagement, other than income distribution and literacy rates.
GlobalMobileEngagementIndex(GMEI)
% of consumers engaging in mobile internet use cases
Generational demographic shifts
Mobile technology innovation
Mobile broadband affordability
Digital literacy
Local content availability
Countries rapidly transitioning to greater mobile data engagement
Saudi Arabia
QatarKorea
UK
USA
Ethiopia
Myanmar
Uzbekistan
Indonesia
Thailand
Ukraine
Algeria
Colombia
Ivory Coast
Cameroon
DRC
Pakistan
Sierra Leone
India
Nigeria
Kenya
Morocco
Nicaragua
Mozambique
Tanzania
Argentina
Puerto Rico
Japan
Russia
Brazil
China
Guatemala
Netherlands
France
Italy
Germany Poland
Portugal
Austria
Sweden
Finland
AustraliaDenmark
Switzerland
Greece Israel
Romania
Spain
CanadaBelgium
Mexico
Vietnam
Chile
South Africa
Philippines
Egypt

The relationship between mobile engagement and data revenue can be asymmetric
Argentina
Australia
Austria
Belgium
Canada
Chile
Denmark
Finland
France
Germany
Greece Israel
Italy
Japan
Korea, South
Netherlands
Poland
Portugal
Puerto Rico
Qatar
Russia
Saudi Arabia
Spain
Sweden
Switzerland
UK
USA
Algeria
Brazil
Cameroon
China
Colombia
DRC
Ivory Coast
Egypt
Ethiopia
Guatemala
India
Indonesia
Kenya
Mexico
Morocco
Mozambique
Myanmar
Nicaragua
Nigeria
Pakistan
Philippines
Romania
Sierra Leone
South Africa
Tanzania
Thailand
Ukraine
Uzbekistan
Vietnam
R2
=0.56144
0% 10% 20% 30% 40% 50% 60% 70% 80%
0.0
1.0
2.0
3.0
4.0
5.0
6.0 The share of mobile data revenue
varies considerably between markets,
despite a reasonably close level of
user engagement, partly due to
differences in consumer behaviour
by country.
Mobile user engagement explains the
level of data revenue by country
in 56% of cases, as other market
factors are at play, and as in many
countries operators charge a ﬂat fee
to access mobile internet services.
Japan differs to Korea or the USA
due to a lower prevalence of
smartphones, and a larger
elderly population, who tend to be
less engaged in mobile internet
services.
Data revenue as % of recurring revenue, 2016
GMEI vs. operator data revenue as a % of service revenue, 2016

Higher mobile user engagement does not ensure faster data revenue growth
GMEI vs. operator data revenue growth 2015–16
2015–2016 increase in data revenue as % of recurring revenue (in percentage points)
-8 -6 -4 -2 0 2 4 6 8 10 12
Korea, SouthQatar
USA
Saudi Arabia
Denmark
Finland
Australia
Spain
Sweden
Romania
Greece
UKIsrael Austria
SwitzerlandPortugal
Italy
Poland
Germany
France Canada
Belgium
Netherlands Russia
Japan
Puerto RicoBrazil
China
Argentina
Guatemala
Chile South Africa
Philippines
Mexico UkraineVietnam
Algeria Nicaragua
MoroccoThailand
Colombia
Kenya
Mozambique
IndonesiaTanzania
Ivory CoastCameroon
Nigeria
EgyptIndia
Uzbekistan
Sierra Leone
Myanmar
Pakistan
DRC
Ethiopia
0.0
1.0
2.0
3.0
4.0
5.0
6.0
Despite the level of user engagement (high or low),
data revenue growth remains slow (2pp on average
between 2015 and 2016) highlighting the challenge
facing mobile operators in generating rapid
return on investments.
China witnessed a substantial increase
in data revenue in 2016 bringing it on
par with most Western markets as data
represents close to 50% of service
revenue, but user engagement remains
below the developed world’s average.
Higher mobile user engagement
does not ensure faster data revenue
growth, emphasising the need for a
sustainable market environment.

Consumer survey inputs: 29 mobile use cases were covered to build the index
“Please tell me how frequently, if at all, you use each of the following communication tools and
services on any of your mobile phones”.
[Never - Less than once a month - every month - every week - every day]
Traditional communication
• Phone calls over cellular/mobile
network
• SMS/MMS
Lifestyle
• Look for or apply for a job
• Access government services
• Access services that help me to
improve or monitor my health and
or the health of my family
Digital commerce
• Get information about products
and services
• Pay for on-demand TV/movie
• Pay for music online
• Order and purchase goods online
• Pay for goods using contactless
paymentMobile internet communication
• Video calls
• IP messaging app
• Email
• Phone calls using a provider other
than your mobile operator
Apps
• Download apps
Financial services
• Transfer money
• Online banking
• Financial services (like paying
utility bills)
• Send or receive money from
friends/relatives/business
associates via mobile money
services
Social networking
• Visit social networking websites
Navigation
• Use map applications
Internet
• Browse the internet
• Read the news
Entertainment
• Play games
• Watch free online video
• Watch live TV or replay TV
programmes
• Listen to free online music
• Listen to the radio
• Reading eBooks

Consumer segmentation – key characteristics
Segment Key characteristics Key services determining membership
Aficionados • Highest recorded engagement across all use cases
• More male oriented and younger generations prevail
• Greater presence in the developed region
• Very tech-savvy, good understanding of mobile technology and upcoming products and services
• Spend more time exploring the web and social networks than placing voice calls or sending SMS
• Very likely to own smart TVs and wearables
• Predominantly connected to 4G networks
• High engagement in digital commerce and financial services
Pragmatists • High usage recorded across most use cases
• Similar demographics and characteristics to Aficionados, except that the Pragmatists have a
preference for free content and are less likely to use their phones to pay for products and services
• They engage in entertainment, digital commerce and financial services, but at a rate almost twice
lower than the Aficionados
• Almost equal split between 4G and 3G connectivity
• Less tech-savvy than the Aficionados
Networkers • Moderate usage recorded across fewer use cases than the above groups
• Mobile phones are used essentially to explore the internet (web browsing, reading the news)
and communicate (via voice, SMS, IP comms, social networks)
• More female oriented with similar age demographics to the Pragmatists (i.e. younger generations)
• Less tech-savvy, good understanding of mobile tech but no specific knowledge of upcoming products and services
• Unlikely to own wearables but reasonably good ownership of smart TVs
• Predominantly connected to 3G rather than 4G
• Greater presence in the developing world
• Almost never use their mobile phones for digital commerce and financial services
• Occasionally download apps and consume free media content
Talkers • Low usage recorded across all use cases with the exception of traditional comms
• Mobile phones are used essentially to place a voice call or send an SMS
• Older generations prevail, with an equal split between men and women
• Still experimenting with mobile internet communications and internet use (web browsing, online news)
• Never use their phones for digital commerce and financial services, nor to consume free media content
• Almost never download apps and no interest in social networking
• Predominantly connected to 3G, while 2G connectivity is greater than 4G
• Greater presence in the developing world

The average consumer profile varies by region
Profiling smartphone users Profiling non-smartphone users
Average
Age
Consumer
segment1
Tech-
savviness2
Most often
connected
to3
Using at least
every month
Average
Age
Consumer
segment1
Tech-
savviness2
Most often
connected
to3
Using at least
every month
North
America
35–44 Pragmatists Medium 4G 45–54 Talkers Medium 2G
35–44 Aficionados High 4G 55–64 Talkers High 2G
Latin
America
Europe
35–44 Pragmatists High 3G 55–64 Talkers Medium 2G
45–54 Pragmatists High 3G 55–64 Talkers High 2G
East Asia
/ Pacific
35–44 Talkers Medium 3G 45–54 Talkers Medium 2G
South
Asia
25–34 Talkers Medium 3G 35–44 Talkers Medium 2G
25–34 Networkers Medium 3G 35–44 Talkers Medium 2G
Middle
East
North
Africa
35–44 Pragmatists High 3G 35–44 Talkers High 2G
Sub-
Saharan
Africa
1 Aficionados = early
adopters
Pragmatists = early
majority
Networkers = late majority
Talkers = laggards
2 High = I have a good understanding of mobile phones as well as upcoming mobile products and technologies
Medium = I have a good understanding of mobile phones but no particular knowledge about upcoming mobile
products and technologies
Low = I am not comfortable with mobile phone technology, it is too complex and changes too fast
3 Perception based question:
Which mobile network is your primary mobile most
often connected to?

How is consumer behaviour going to change by region?
Projected change in segmentation,
% of adult smartphone subscribers
Services contributing the most to
the change in user engagement
Key countries to experience
the most radical change
Key drivers of
user engagement change
North America • Canada
• Demographic shifts
• Platformisation
• Network innovation (e.g. 5G, IoT)
2030 51% 27% 15% 8%
2016 45% 27% 14% 14%
Latin America
• Chile
• Colombia
• Mexico
• 4G adoption
• Smartphone adoption
• Platformisation
2030 11% 45% 34% 9%
2016 11% 43% 32% 14%
Europe
• Belgium
• France
• Germany
• Netherlands
• Nordics
• Poland
• UK
• 4G adoption
• Platformisation
• Network innovation
2030 25% 42% 20% 14%
2016 21% 38% 19% 22%
East Asia
/ Paciﬁc
• Indonesia
• Japan
• Myanmar
• 4G adoption
• Platformisation
• MBB affordability
• Digital literacy
• Local content
• Network innovation
2030 11% 33% 37% 19%
2016 10% 29% 30% 31%
South Asia • India
• 4G adoption
• Local content regionalisation
2030 20% 27% 39% 15%
2016 13% 17% 25% 45%
Middle East
North Africa
• Egypt
• Morocco
• Uzbekistan
• 4G adoption
2030 11% 35% 40% 14%
2016 10% 31% 32% 27%
Sub-Saharan
Africa
• Ivory Coast
• Kenya
• Mozambique
• Tanzania
• 4G adoption
• Digital literacy
2030 11% 24% 55% 10%
2016 10% 22% 41% 27%
A
ﬁcionados
Early
adopters
Pragm
atists
Early
m
ajority
N
etw
orkers
Late
m
ajority
Talkers
Laggards

Tomorrow’s consumer will be more connected and more engaged in internet-based services
Aficionados Pragmatists Networkers Talkers
Early adopters Early majority Late majority Laggards
Early adopters Early majority Late majority Laggards
2016
towards
2030
%ofsmartphonesubscribers
bysegment
20%
30%
smartwatches
maps
web
browsing
social
networks
IP
comms
traditional
comms
autonomous
car
microwearables
multi-person
video call
AR
drone
delivery
fitness
trackers
financial
services
mobile
commerce
apps
media
content
lifestyle
connected
home
VR
3D printing
robotics
Mobile user
engagement

GMEI methodology outline
GSMA Intelligence has set up an annual consumer survey to better
measure mobile uptake across both developed and developing
economies. The survey fieldwork took place between June and
August 2016 across 56 countries worldwide, representing 80% of
the global population.
The sample size included 1,000 respondents per country. Of the
56 countries, the 32 developing countries were surveyed face-
to-face while the 24 developed countries were surveyed online.
Sampling frame:
The research is based on proportional quota sampling. The research
participants are selected non-randomly according to a fixed quota
that represents the major characteristics of a population (gender,
age, urban/rural location) by sampling a proportional amount of
each. The sampling frame uses base data from the United Nations
(UN) and the World Bank.
The variables used to construct the sampling frame are:
• Age (18–64, five-year age bands)
• Gender
• Household income
• Urban vs. rural household location
Household income quotas are monitored in order to get a spread
across all variants of the income structure. In developing countries,
a specific set of questions was added within the survey for each
market to measure the social grade of each household, helping to
better assess income, employment and occupation.
Sampling points:
Thevariablesusedtoconstructthesamplingframe,andawillingness
to take part, are the criteria used to classify a participant as the
‘right person’. For the face-to-face survey, the sampling points are
set based on local knowledge. If information about gender or age
distribution throughout the country is available (e.g. from a census)
then generally this will be used to define the sampling points where
interviewers should intervene.
An enumerator goes to each of the sampling areas and carries out
the survey based on the predefined random-walk instructions. In
each quota cell, there is a target set on the number of successful
interviews.
Survey administration:
Thedeliveryofthestructuredsurveyisviaintervieweradministered
computer-assisted personal interviewing (CAPI) and interviewer
administered paper survey (PAPI) in developing countries, and
self-completion online in developed countries.
About the survey

GMEI methodology outline
The Global Mobile Engagement Index measures the average level
of user engagement with mobile phones by country. So the higher
the final score, the more likely consumers are to frequently use their
mobile phones.
In this study, the terms ‘consumers’ and ‘users’ refer to adult (18+)
mobile phone owners. Unless stated otherwise, the statistics
presented throughout the report refer to 2016. ‘Mobile internet’ or
‘data’ use mentioned throughout the study is calculated based on
engagement in the 27 survey use cases that are internet-enabled.
The GMEI is based on the computation of two scores for each
country: the average number of use cases people engage in, and
the average frequency at which they do them.
The results of our 2016 consumer survey form the inputs used to
build the indicator. Respondents were asked how frequently they
engage with their mobile phone in 29 use cases ranging from
traditional phone calls and SMS to more advanced services such as
video streaming or online shopping.
The answers to these questions are turned into a numerical
frequency score, such that never = 1, less than once a month = 2,
every month = 3, every week = 4, and everyday = 5.
Frequency score vs. usage score:
For each respondent, we therefore calculate a frequency score and
a usage score. The averaged frequency of engagement in the 29
use cases, a continuous number on a scale from 1 to 5, results in
the average usage frequency score. The average number of use
case score is calculated as the proportion of all 29 use cases a
respondent engages in, converted into a scale from 1 to 5. The sum
of the two scores results in the mobile engagement score of an
individual respondent, which is then converted into a 0 to 10 scale.
The frequency and usage scores for any given is calculated
separately for smartphone users and non-smartphone users. These
two distinct scores are then weighted based on smartphone and
non-smartphone ownership rates (as a percentage of unique
subscribers). The final score is then multiplied by the unique
subscriber penetration rate to normalise the index based on the
share of the population that is ‘connected’.
The overall equation is as follows:
GMEI = [Smartphone users % × (smartphone usage score +
frequency score) + non-smartphone users % × (non-
smartphone usage score + frequency score)] × unique
subcriber %
About the Index
The segmentation of respondents into distinct consumer groups
was performed by using the method of k-means cluster analysis.
This analysis was performed on the results of the 56,000 survey
respondents.Thismathematicalmethodassignedeachrespondent
according to their mobile engagement pattern into one of four
clusters: the Aficionados, the Pragmatists, the Networkers and
the Talkers.
About the consumer segmentation

Summary
IP-comms continue to change the way we communicate,
regional trends
i Mobile data use cases that today drive the
transition from one consumer segment to the next
ii Smartphone user engagement is 2.5× greater
than non-smartphone
iii But smartphone ownership is not the end game
iv Myanmar vs. Thailand
v Digital illiteracy and lack of local content can
prevent greater mobile user engagement
vi Greater local content relevancy and digital
literacy can boost mobile user engagement
vii 4G connectivity drives greater mobile user
engagement
viii But 4G adoption takes time and is not yet
mainstream in most countries
ix Mobile broadband tariffs and contract prevalence
are drivers of mobile data engagement
x Tech-savviness is not just prevalent among early
adopters or younger generations
xi There are non-smartphone users with high
engagement in data-centric use cases
Data insights
Appendix

Talkers
Pragmatists
NetworkersAﬁcionados
Traditional
communication
Mobile internet
communication
Internet
Navigation
Apps
EntertainmentLifestyle
Digital
commerce
Financial
services
20 | Moving to smarter devices
Mobile data use cases that today drive the transition from one consumer segment to the next

Smartphone user engagement is 2.5x greater than non-smartphone
Smartphone user engagement globally is 2.5× greater than non-smartphone engagement.
Given the expected ~2 billion smartphone connections to be added globally over the next five
years, rapidly taking smartphone adoption to saturation – with growth primarily coming from
developing economies – mobile user engagement is going to increase dramatically over the
coming years.
Smartphone users engage 4× more in data-centric use cases than non-smartphone users, and
at a frequency rate 2.5× greater than the latter group. The smartphone consumer base is home
to the greatest shares of highly engaged users (Aficionados, Pragmatists).
On average across the developed countries surveyed, almost 4 in every 5 unique subscribers
own a smartphone. Among this group, smartphone user engagement is 2× greater than non-
smartphone engagement.
On average across the developing countries surveyed, around 3 in every 7 unique subscribers
own a smartphone. Among this group, smartphone user engagement is almost 3× greater than
non-smartphone engagement.
Never
Less
than
once
a month
Every
month
Every
week
TalkersNetworkersPragmatistsAficionados
17%
6%
35%
7%
26%
10%
22%
77%

But smartphone ownership is not the end game
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
GMEI–Smartphoneusers
Smartphone adoption as a % of unique subscribers (adults)
Score:0–10
0.0
0.5
1.0
1.5
2.0
2.5
3.0
3.5
4.0
4.5
5.0
5.5
6.0
6.5
7.0
Algeria
Argentina
Australia
Austria
Belgium
Brazil
Cameroon
Canada
Chile
China
Colombia
DRC
Denmark
Egypt
Ethiopia
Finland
France
Germany
Greece
Guatemala
Netherlands
India
Indonesia
IsraelItaly
Ivory Coast
Japan
Kenya
Korea
Mexico
Morocco
Mozambique
Myanmar
Nicaragua
Nigeria
Pakistan
Philippines
Poland
Portugal
Puerto Rico
Qatar
Romania
Russia
Saudi Arabia
Sierra Leone
South Africa
Spain
Sweden
Switzerland
Tanzania
Thailand
UK
Ukraine
USA
Uzbekistan
Vietnam
In both Myanmar and Thailand, consumers have rapidly
adopted affordable smartphones unlike in other countries
where the migration from basic/feature phones onto
smartphones took some time.
Yet, despite a high level of smartphone ownership in both
countries today, mobile user engagement is relatively low –
highlighting that smartphone ownership alone is not sufficient
to ensure a substantial level of engagement in certain
countries.

Myanmar vs. Thailand
6%
61% 33% 5%
74% 22% 4%
60% 33%
38% 50% 12%
Thailand
Engagement in mobile internet use cases
Myanmar
Millennials
Thailand
35+ Millennials
Myanmar
35+
Millennials
35+
23%
27%13%
44%
I am not comfortable
with mobile phone
technology, it is too
complex and changes
too fast
I have a good
understanding of
mobile phones but no
particular knowledge
about upcoming mobile
products and
technologies
I have a good
understanding of
mobile phones as well
as upcoming mobile
products and
technologies
Traditional
communications
Mobile internet
communications
Social networking
Internet
Lifestyle
Apps
Navigation
Entertainment
Digital commerce
Financial services
1.0
1.5
2.0
2.5
3.0
3.5
4.0
4.5
5.0
Myanmar Thailand Developing region
In both Myanmar and Thailand, only 1% of the smartphone consumer base is
classiﬁed as Aﬁcionados (early adopters). Around 90% of consumers belong to
the less engaged segments (Networkers, Talkers).
Consumers engage in social networking, IP-comms and web browsing, albeit to
lesser extents than in other developing countries.
The millennials represent the more engaged and more tech-savvy consumer
group. Yet, in Myanmar, the vast majority of consumers claim not to be
comfortable with mobile phone technology, including millennials.
Usage frequency score by use cases, smartphone users
Tech-savviness prevalence by age group

Digital illiteracy and lack of local content can prevent greater mobile user engagement
Multi-screen use
I already have access to the internet
via a computer or laptop
I have/would have trouble
understanding how mobile internet
applications, websites or email
work on a mobile phone
I have trouble understanding
the language that the mobile
handset is in
I have trouble understanding how
to use a mobile handset
I am not able to access enough
content and information about
my local area and/or country
I am not able to access enough
content and information written
in my own language
Digital literacy
Local content
availability
Myanmar Thailand Developing region
41%
32%
21%
17%
61%
22%
12%
53%
15%
12%
56%
15%
17%
43%
12%
16%
50%
3%
Percentage of smartphone consumers who agree that the reasons below are preventing
them from using the internet on a mobile phone more often or for more varied uses
than they are today.
In the developing world, mobile is the de facto device for
connecting to the internet.
But for many smartphone consumers, particularly in Myanmar,
digital literacy and a lack of locally relevant content are factors
that explain low levels of mobile user engagement.
Local content availability is set to improve in a country like
Myanmar as more local start-ups are developing locally
relevant services to deliver tailored content to consumers.
Improving digital literacy is, however, a longer term challenge
which should start by targeting the millennials, who today
represent 43% of the population in Myanmar, and 31% in
Thailand.

Greater local content relevancy and digital literacy can boost mobile user engagement
Number of generic top-level domain per capita
Number of country code top-level domain per capita
Never Less than once a month Every month Every week Every day
Developing countries Developed countries
1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0
0%
5%
10%
15%
20%
25%
30%
35%
Frequency score – Internet use cases (web browsing, reading the news) (smartphone and non-smartphone)
21%
23%
13%
20%
22% 22% 22%
16%
13%
16%
South AsiaLatamEast Asia/
Paciﬁc
Northern
Africa
SSA
Digital
literacy
Local content
availability
Engagement in mobile internet services (web browsing, reading the news)
vs. local content relevance (gTLDs and ccTLDs).
Source: GSMA Intelligence, TLDLogic, ZookNIC
Percentage of smartphone consumers
who agree that the reasons below are
preventing them from using the internet
on a mobile phone more often or for
more varied uses than they are today.
Source: GSMA Intelligence, TLDLogic, ZookNIC

4G connectivity drives greater mobile user engagement
2G networks
(GSM, GRPS, EDGE, E)
3G networks
(WCDMA, HSPA, H, H+)
4G networks
(4G, LTE)2G 3G 4G
0%
20%
40%
60%
80%
Play games
Watch free
online video
Watch live TV or
replay TV programmes
Reading eBooks
Listen to the radio
14%
37%
49%
10%
49%
41%
15%
59%
26%
29%
48%
22%
Global smartphone consumer segmentation
split by network connectivity
Percentage of adult consumers who engage in mobile
entertainment services by network connectivity

But 4G adoption takes time and is not yet mainstream in most countries%ofconsumerswhoclaimedthattheirprimary
mobilephoneismostoftenconnectedto4Gnetworks
4G coverage as % of population
In these countries, more than two thirds of the population is covered by
4G networks, but less than one third of consumers claimed in our survey
that their primary mobile phone is most often connected to 4G networks.
In this group of countries, 16% of mobile connections are running on 4G,
and the Aficionados represent 13% of consumers on average.
In these countries, on average less than a quarter of the population
is covered by 4G networks (excluding Nicaragua and Guatemala),
and 5% on average of consumers claim to be primarily connected to 4G.
In this group of countries, 1% of mobile connections are running on 4G ,
and the Aficionados represent 5% of consumers on average.
Most of these markets have reached nationwide 4G coverage,
and over half of consumers claim to be primarily connected
to 4G networks.
In this group of countries, half of mobile connections are running
on 4G to date, and the Aficionados represent 22% of consumers
on average.
4Gmigration
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Ukraine Ethiopia
KenyaEgypt
Mozambique
Tanzania
India
Nigeria
Pakistan
Algeria
DRC Cameroon
Indonesia
Myanmar
Ivory CoastSierra Leone
Nicaragua
Guatemala
Philippines
Uzbekistan
South Africa
Thailand
Greece
MexicoRussia
Germany IsraelColombia
Portugal
Romania Austria
Brazil
Morocco
Argentina Chile France
Poland
BelgiumItaly
UK
Netherlands
Spain
Finland
Canada
DenmarkQatar
Australia Switzerland
Sweden
Japan
Saudi Arabia
USA
China
Korea, South

Mobile broadband tariffs and contract prevalence are drivers of mobile data engagement
Mobile data services usage
The higher the share of contract connections in a country,
the higher the engagement in mobile data use cases.
Contract
10% 20% 30% 40% 50% 60% 70% 80%
0%
20%
40%
60%
80%
100%
Mobile data services usage
The lower the MBB contract prices (as a share of income) in a country,
the higher the engagement in mobile data use cases.
MBBcontractpriceasashareofGNIpercapita
10% 20% 30% 40% 50% 60% 70% 80%
0%
5%
10%
15%
20%
25%
30%
Mobile data usage vs. contract connections as
a percentage of total connections
Mobile data usage vs. mobile broadband (MBB) contract
prices as a percentage of GNI per capita
Source: GSMA Intelligence, ITU

Tech-savviness is not just prevalent among early adopters or younger generations
47%44%9%
32%49%19%
with mobile phone
complex and changes
too fast
I have a good
understanding of
products and
technologies
I have a good
understanding of
as upcoming mobile
products and
technologies
Millennials
35+
3%
29%
69%
7%
49%
44%
15%
56%
29%
34%
47%
19%
Tech-savviness prevalence by consumer segment
(smartphone users)
(smartphone users)

There are non-smartphone users with high engagement in data-centric use cases
1.0
1.5
2.0
2.5
3.0
3.5
4.0
4.5
5.0
Traditional
communications
Mobile internet
communications
Social networking
Internet
Lifestyle
Apps
Navigation
Entertainment
Digital commerce
Financial services
35+
Millennials 37% 43% 20%
20% 20% 8%
with mobile phone
complex and changes
too fast
I have a good
understanding of
products and
technologies
I have a good
understanding of
as upcoming mobile
products and
technologies
0%
5%
10%
15%
20%
25%
30%
Indonesia
C
hina
C
hile
India
R
ussia
A
rgentina
W
orld
M
ozam
bique
A
lgeria
G
uatem
ala
N
icaragua
Philippines
B
razil
Usage frequency score among non-smartphone users
% of Aﬁcionados and Pragmatists among
non-smartphone users
There are key developing countries where non-smartphone users are
showing high engagement levels, namely Algeria, Brazil, Guatemala,
Mozambique and Philippines.
These countries have very young populations, which is a driver for high
user engagement. Additionally, tech-savviness among non-smartphone
users in countries like Philippines, Mozambique and Romania is well
above the developed world average – this is a driver for engagement in
mobile data services.
These highly engaged tech-savvy users are expected to rapidly
transition to smartphones.

Summary
IP comms continues to change the way we communicate,
regional trends
i Mobile IP comms continues to change the way we
communicate
ii But there are countries where traditional voice and
text is not surpassed by IP comms
iii China vs. India
iv France vs. UK
v Bridging the age gap in social media and IP-
comms mobile engagement
vi Driving user engagement in financial services: the
role of mobile money and the Aficionados
vii Tanzania, Kenya and Mozambique show high
engagement in mobile money services
viii Free online entertainment content is key to drive
greater mobile user engagement
ix Bridging the mobile entertainment age gap: the
millennials are driving usage
x Mobile user engagement in digital commerce is
influenced by multi-screen ownership
xi North America, Middle East and Western Europe
lead on ‘lifestyle’ services user engagement
Data insights
Appendix

32 | Living in a ‘data ﬁrst’ world
Mobile IP comms continues to change the way we communicate
Phone calls
SMS/MSS
VoIP
Video callsIP messages
Email
Social networks
Phone callsPhone callsPhone calls
SMS/MSSSMS/MSSSMS/MSS
VoIPVoIPVoIP
Video callsVideo callsVideo callsIP messagesIP messagesIP messages
EmailEmailEmail
Social networksSocial networksSocial networks
1.0
1.5
2.0
2.5
3.0
3.5
4.0
4.5
5.0
IP-communications
Traditional voice
an
d
text
Japan
Korea, South
Vietnam
ThailandSaudi
Arabia
Israel
Qatar
GreeceSpain
Italy
Switzerland
Germany
Ukraine
Romania
Austria
Finland
Mexico
Guatemala Nicaragua
Brazil
Argentina
Chile
Puerto Rico
Netherlands
South
Africa
China
Countries where the use of
email, IP messages and social
networking are all more frequent
than voice & text
Countries where only the use of
IP messages is more frequent
than voice & text
Score:1(never)---5(everyday)
Countries in this group have the following characteristics when compared to
the other group:
Greater prevalence of highly engaged users (Aﬁcionados and Pragmatists) 66% vs. 53%
Greater prevalence of highly tech-savvy consumers 43% vs. 35%
Greater prevalence of 4G connectivity among users 44% vs. 33%
Greater prevalence of contract as a % of connections 62% vs. 31%
Lower MBB prices as % of GNI per capita 0.6% vs. 2.4%
Smartphone user engagement in traditional voice & text vs.
IP comms (frequency score)

But there are countries where traditional voice and text is not surpassed by IP comms
Phone calls
SMS/MSS
VoIP
Video callsIP messages
Email
Social networks
Phone callsPhone callsPhone calls
SMS/MSSSMS/MSSSMS/MSS
VoIPVoIPVoIP
Video callsVideo callsVideo callsIP messagesIP messagesIP messages
EmailEmailEmail
Social networksSocial networksSocial networks
1.0
1.5
2.0
2.5
3.0
3.5
4.0
4.5
5.0
IP-communications
Traditional voice
an
d
text
Belgium
Russia
PolandPoland
France
Portugal
UK DenmarkDenmark
SwedenSweden
Australia
Canada
USA
Countries where the use of
email, IP messages and social
networking is less frequent
than voice & text
This group of countries benefit from a high adoption of contract connections (64%), high
tech-savviness (42%), and a high prevalence (43%) of highly-engaged users (Aficionados and
Pragmatists).
However, in the countries shown above, an average of 60% of smartphone users benefit from
‘unlimited text’ as part of their tariff, against 37% for consumers in the other groups of countries
where IP comms usage is more predominant.
The fact that unlimited SMS in bundled tariffs was introduced long before IP messaging apps
started to become popular largely influenced the use of WhatsApp and other IP messaging apps
in these countries.
Smartphone user engagement in traditional voice & text vs.
IP comms (frequency score)

China vs. India
Percentage of mobile consumer by age
Percentage of perceived network connectivity
Percentage of perceived tech-savviness
Percentage of consumer segments
India
China
India
Millennials 35+
2G 4G3G
Talkers AficionadosNetworkers Pragmatists
China
India
China
India
China
Traditional
communications
Mobile internet
communications
Social networking
Internet
Lifestyle
Apps
Navigation
Entertainment
Digital commerce
Financial services
1.0
1.5
2.0
2.5
3.0
3.5
4.0
4.5
5.0
China India
73% 28%
42% 58%
37% 56% 8%
4% 19% 78%
16% 42% 42%
30% 55% 15%
78% 7% 5%9%
48% 10% 8%34%
Not comfortable Average Good
India has a very young
population, with the
millennials representing
the vast majority of
mobile consumers,
who in turn claim to be
more tech-savvy than
consumers in China.
Nevertheless, India
ranks in 50th position
on the Global Mobile
Engagement Index,
compared to China in
28th position.
The rapid migration away
from non-smartphone
in India is expected to
significantly contribute
to the country’s
increase in mobile user
engagement over the
next five years.
Despite having a much higher adoption of
smartphones (66% vs. 23%) and a greater
reach of 4G connectivity than in India, the
vast majority of consumers in China belong
to the less engaged consumer segments
(Networkers, Talkers).
In China, consumer engagement on IP
comms is high driven by the widespread
adoption and popularity of Tencent’s
WeChat which includes IP-based
messaging and voice features.
Mobile user engagement – frequency score

France vs. UK
Percentage of perceived network connectivity
Percentage of perceived tech-savviness
Percentage of consumer segments
UK
2G 4G3G
France
UK
France
UK
France
Traditional
communications
Mobile internet
communications
Social networking
Internet
Lifestyle
Apps
Navigation
Entertainment
Digital commerce
Financial services
1.0
1.5
2.0
2.5
3.0
3.5
4.0
4.5
5.0
France UK
14% 43% 43%
9% 51% 40%
11% 40% 49%
18% 47% 35%
32% 28%18% 22%
24% 16% 30%30%
Percentage of smartphone users who engage in
social networking
UK
35+ Millennials
France
69%
87%68%
93%
mobile internet use cases
UK
35+ Millennials
France
58%
70%50%
82%
Not comfortable Average Good
France is the only
developed market
where the less engaged
user group (Talkers) is
predominant among
smartphone users.
4 in every 5 smartphone
users in both countries
have access to a PC or
laptop to connect to
the internet, which was
quoted as a reason that
is preventing them from
using the internet on
a mobile phone more
often or for more varied
uses.
In both countries,
tech-savvy millennials
are driving mobile
engagement on data-
centric use cases.
Projected generational
demographic shifts coupled with
projected smartphone adoption
increases show that the prevalence
of the most highly engaged
user groups (Aﬁcionados and
Pragmatists) will make up the vast
majority of the user base in France
by 2050 (>70%), following the
lead of the UK.
In both countries, the use of IP
comms is not surpassing that
of traditional voice and text,
mainly due to a high share of
contract (88% in France, 64% in
the UK) and a large prevalence of
‘unlimited text’ in contract tariffs
(91% vs. 60% respectively).
Mobile user engagement – frequency score

35+ Millennials 35+ Millennials
Central/Eastern Europe
Latin America
Northern America
East Asia/Paciﬁc
Northern Africa
Western Europe
SSA 13
South Asia
Middle East
25
Delta (PP)
23
22
21
18
17
7
4
0.1
0.3
Delta
0.2
0.3
0.3
0.2
0.2
0.2
0.0
82%57%
31%
29%
22%
66%
76%
90%
49%
42%
72%
28%
84%
54%
76%
68%
44% 65%
4.5
4.4
4.1
4.6
4.8
4.6
4.34.5
3.84.0
4.44.6
4.4
4.7
4.64.2
4.64.6
Score: 1 (never) --- 5 (every day)
Bridging the age gap in social media and IP comms mobile engagement
Percentage of smartphone consumers who use social networking
Average frequency engagement score, IP comms
Latin American countries show high levels of engagement in
social networking and IP comms. In Brazil, smartphone users
engage more frequently in IP comms and social networking
than traditional voice and text.
Overall, the region shows that over half of smartphone users
are engaging in mobile data use cases, with a relatively low
difference in engagement between the millennials and the 35+
user base (only 9pp in Latam vs. 17pp in Western Europe).
A substantial age gap in social networking use exists across
both developed and developing countries.
In Sub-Saharan Africa and South Asia, the age gap is smaller than
in other regions (except in the Middle East). In these regions,
the smartphone user base above 35 years of age is engaging as
much as the millennials in mobile data use cases such as social
networks and IP comms.
The 35+ consumer bases in both regions are key targets for
mobile data services, while the millennials will continue to drive
engagement in other regions.

Driving user engagement in financial services: the role of mobile money and the Aficionados
1.0
1.5
2.0
2.5
3.0
$0
GNI per capita (PPP)
Financialservicesfrequencyscore
Algeria
Argentina
Australia
Austria
Belgium
Brazil
Cameroon
Canada
Chile
China
Colombia
DRC
Denmark
Egypt
Ethiopia
Finland
France
Germany
Greece
Guatemala
Netherlands
India
Indonesia
Israel
Italy
Ivory Coast
Japan
Kenya
Korea, South
Mexico
Morocco
Mozambique
Myanmar
Nicaragua
Nigeria
Pakistan
Philippines
Poland
Portugal
Puerto Rico
Romania
Russia
Saudi Arabia
Sierra Leone
South Africa
Spain
Sweden
Switzerland
Tanzania
Thailand
UK
Ukraine
USA
Uzbekistan
Vietnam
$10,000 $20,000 $30,000 $40,000 $50,000 $60,000 $70,000
There are African countries with
high engagement in financial
services, primarily driven by the
use of mobile money services.
The Aficionados is the consumer
segment that engages the most
in financial services and digital
commerce use cases.
Key characteristics:
Aficionados 30%
Pragmatists 34%
Networkers 16%
Talkers 19%
Millennials data usage 79%
35+ data usage 63%
Key characteristics:
Aficionados 18%
Pragmatists 39%
Networkers 17%
Talkers 26%
Millennials data usage 73%
35+ data usage 55%
Average engagement frequency score for financial services vs. GNI per capita (PPP)
Source: GSMA Intelligence, World Bank

Tanzania, Kenya and Mozambique show high engagement in mobile money services
Distribution of consumer segments
Tanzania
Mozambique
Kenya
68%
59%
69%
17%
22%
21%
6%
11%
6%
9%
8%
5%
35+ group
Tanzania
Mozambique
Kenya
4%
10%
11%
46%
51%
48%
40%
39%
41%
Millennials group
Tanzania
Mozambique
Kenya
2%
6%
6%
36%
41%
44%
61%
53%
50%
– +Tech-savviness
with mobile phone
complex and changes
too fast
I have a good
understanding of
products and
technologies
I have a good
understanding of
as upcoming mobile
products and
technologies
Transfer money
Online banking
Send or receive money from
friends/relatives/business
associates via mobile money services
Financial services
(like paying utility bills)
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Tanzania Mozambique Kenya
The widespread adoption of mobile money services in these
countries is a key driver of mobile user engagement.
Tanzania shows high levels of consumer tech-savviness. It is
often described as a more competitive mobile money market
than Kenya, but both countries have similar levels of user
engagement in mobile money services.
Tanzania differs in usage of mobile money transfers, online
banking services and ﬁnancial services like paying utility bills.
Percentage of consumers using ﬁnancial services

0%
20%
40%
60%
80%
100%
0%
20%
40%
60%
80%
100%
Less than once
a monthNever Every month Every week Every day
Free online entertainment content is key to drive greater mobile user engagement
Average percentage of smartphone users who pay for
on-demand TV/movies and online music
Average share of smartphone users who consume free
online content: stream free videos/music, watch/replay
live TV, listen to the radio
60% of smartphone users consume free online content, with a wider spread
across all consumer segments.
The most popular activity is streaming free online videos (74% of smartphone
users), followed by streaming free music and radio (~60% on average), while one
smartphone user in two on average watches/replays live TV programmes.
30% of smartphone users pay for online content, with an equal usage of streaming
on-demand TV/movies and online music. The vast majority of them belong to the
most engaged consumer group, the Aﬁcionados (early adopters).

Play games
Listen to free
online music
Watch free online videos
Reading eBooks
Watch live TV or
replay TV programmes
Listen to the radio
19
Delta (PP)
15
14
10
9
6
0.7
Delta
0.6
0.7
0.3
0.3
0.2
75%
64%
81%
55%
63%
46%
56%
49%
67%
46%
56%
36%
3.2
3.5
2.9
2.5
2.2
2.8
1.8
2.1
2.5
2.1
2.4
2.7
Score: 1 (never) --- 5 (every day)
Bridging the mobile entertainment age gap: the millennials are driving usage
entertainment use cases
Entertainment use cases –
average usage frequency score
Online music and video streaming are the two use cases that
smartphone users engage in most frequently in Europe, Latin
America, North America and North Africa.
In East Asia/Paciﬁc and the Middle East, consumers engage more
frequently in mobile gaming and video streaming.
In South Asia and Sub-Saharan Africa, mobile gaming and
listening to the radio are the two use cases that smartphone
users engage in most frequently.
Mobile gaming and online music/video streaming are the most
popular entertainment use cases among smartphone users, with
the millennials the primary consumer target for these services.

Mobile user engagement in digital commerce is influenced by multi-screen ownership
Never Once a month or more
Order and purchase
goods online
Get information about
products and services
(e.g. pricing, availability)
28%
72%
52%
48%
69%
63%
62%
61%
47%
41%
32%
23%
18%
PragmatistsAficionadosPragmatistsAficionados
90%
10%
94%
63%
37%
6%
99%
Northern Africa
SSA
Latam
South Asia
East Asia/Pacific
Middle East
Western Europe
North America
1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0
Never Less than
once a month
Every
month
Every
week
Every
day
Averagefrequencyscore
Percentage of smartphone users engaged
in digital commerce use cases
Percentage of smartphone users who order and purchase goods
online using their mobile phone
Using smartphones to look for information about products
and services is a common use case among smartphone
users (52%) but the conversion rate to purchasing goods
online via mobile is much lower (29%) and is typically an
Aficionados affair.
These two digital commerce use cases are the only
use cases where the millennials do not have greater
engagement than their elders (35+).
More than half of smartphone users in these regions use
their phones for online shopping, almost every month.
The use of multiple screens to access mobile internet
services is a key reason behind this low conversion rate
and low engagement.
Close to 4 in every 5 smartphone users in the developed
world claim that one reason that prevents them from
using mobile internet services more often or for more
varied uses is the fact that they already have access to the
internet via a computer or laptop.
This correlates with IBM’s finding that nearly 60% of
all e-commerce traffic in the US is coming from mobile
devices, but that smartphones and tablets only account
for 44% of actual sales. Desktop sales continue to bring in
higher-value sales compared to mobile.

0.0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5
South Asia
SSA
Northern
Africa
Western
Europe
East Asia/
Paciﬁc
Central/
Eastern
Europe
North
America
Middle East
Latam
Access
government
services
Access services that help me
to improve or monitor my health
or the health of my family
Look for or
apply for
a job
Access
government
services
Access
health
services
Look for or
apply for
a job
Look for or apply for a jobAccess government servicesAccess health services
Never Once a month or more
36%
64%
35%
65%
31%
69%
93% 91%
84%
68% 67%
56%
12% 12% 9%
38%
32% 32%
North America, Middle East and Western Europe lead on ‘lifestyle’ services user engagement
Average engagement frequency score – lifestyle use cases
Average usage of lifestyle services, by consumer segment
Average usage of lifestyle services
Consumers in India and Pakistan are likely
to use their mobile phones to access
e-government services and look for/apply
for jobs more than consumers in China or
Indonesia.
Highly-engaged consumer groups
(Aﬁcionados and Pragmatists) are more
likely to use lifestyle services on their
mobile phones. Similarly, the millennials
have a greater engagement in these use
cases (49%) than the 35+ group (39%).

regional trends
i The profile of consumers is set to change, driven
by greater mobile data engagement
ii The presence of early adopters is projected to rise
globally amongst smartphone users
iii ‘Mobile-first’ is a given for the millennials who
show higher mobile data engagement than
35+
iv US: the millennials are largely influencing future
mobile user engagement patterns
v EU: the population is ageing, but the elders of
tomorrow will be more connected than today
vi Population is not ageing everywhere,
demographic shifts differ in emerging markets
vii Japan vs. US
Data insights
Appendix
Summary

44 | Early adopters on the rise
The proﬁle of consumers is set to change, driven by greater mobile data engagement
0
1
2
3
4
5
6
0% 10% 20% 30% 40% 50% 60% 70% 80%
Score:0–10
Saudi Arabia
QatarKorea
UK
USA
Ethiopia
Myanmar
Uzbekistan
Indonesia
Thailand
Ukraine
Algeria
Colombia
Ivory Coast
Cameroon
DRC
Pakistan
Sierra Leone
India
Nigeria
Kenya
Morocco
Nicaragua
Mozambique
Tanzania
Argentina
Puerto Rico
Japan
Russia
Brazil
China
Guatemala
Netherlands
France
Italy
Germany Poland
Portugal
Austria
Sweden
Finland
AustraliaDenmark
Switzerland
Greece Israel
Romania
Spain
CanadaBelgium
Mexico
Vietnam
Chile
South Africa
Philippines
Egypt
% of consumers engaging in mobile internet use cases
Countries rapidly transitioning to greater mobile data engagement
��
5%
9%
19%
67%
10%
25%
20%
45%
20%
35%17%
28% 31%
37%
14%
18%
By 2020, these countries will
represent: >80% of global
subscribers, and >50% of global
data revenue.
As countries transition to greater
mobile data engagement, their
consumer segmentation is
expected to reﬂect more affluent
users with greater usage of mobile
internet services.

The presence of early adopters is projected to rise globally amongst smartphone users
0%
5%
10%
15%
20%
25%
30%
35%
40%
Early adopters LaggardsEarly majority Late majority
2015 2030 2050
Percentage of smartphone subscribers by segment (adults only)

‘Mobile-first’ is a given for the millennials who show higher mobile data engagement than 35+
Northern Africa
Western Europe
East Asia/Pacific
Latin America
Northern Africa
South Asia 5
SSA
Middle East
21
Delta (PP)
17
10
10
9
9
2
1
1.1
2.4
Delta
1.8
1.8
1.6
1.4
1.6
0.6
0.6
85%
76%
68%
58%
55%
52%
63%
59%
58%
48%
46%
43%
47%
49%
65%
52%
51%
67%
7.3
6.4
5.7
4.8
4.8
4.0
2.9
4.9
4.5
4.0
3.2
3.4
2.4
1.8
2.8
4.9
3.4
5.5
Share of adult consumers who engage in mobile data use cases
Regional Mobile Engagement Index by demographic
The millennials are more likely to engage in mobile data services
than the 35+ group. Yet, the mobile digital dividend between
the millennials and the 35+ group is closing in the developing
region where mobile phones are the primary device to access
the internet for all. In contrast, while mobile-first is a given for
the millennials in developed regions, the 35+ group might prefer
engaging in laptops, PCs and tablets.
The intensity of the engagement is greater amongst the
millennials than the 35+ group. Despite having a reasonably
high usage of data services in developing regions (~50% in
most cases), engagement levels remain lower than in developed
regions. The Middle East (Qatar, Saudi, Israel) shows relatively
high usage and engagement, with the smallest gaps between
the millennials and the 35+.

US: the millennials are largely inﬂuencing future mobile user engagement patterns
0
10
20
30
40
50
60
70
80
90
Aﬁcionados
Pragmatists
Networkers
Talkers
Millenials
Gen X
Boomers
Silent 0%
10%
20%
30%
40%
50%
60%
70%
2015 2030 2050
US projected population by generation (in millions)
Source: Pew Research Center computations from US Census Bureau population
projections released Dec 2014, and 2015 US Census Bureau population estimates
US projected mobile consumer segmentation
(as a percentage of smartphone subscribers, adults only)
Millennials – people who are 18–34 today, born 1981–1997.
Generation X – people who are 35–50 today, born 1965–1980.
Baby Boomers – people who are 51–69 today, born 1946–1964.
Silent – the generation of people who are >69 today, born before 1946.

EU: the population is ageing, but the elders of tomorrow will be more connected than today
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Aﬁcionados
Pragmatists
Networkers
Talkers
2015 2030 205018–34
Old-age
dependency ratio35–64 65+
0
100
200
300
400
500
600
205020302015
28%
40%
51%
EU projected population by age group (in thousands)
Source: UN, World Population Prospects 2015 revisions
EU projected mobile consumer segmentation
(as a percentage of smartphone subscribers, adults only)

Population is not ageing everywhere, demographic shifts differ in emerging markets
2015 2030 205018–34
Old-age
dependency ratio35–64 65+
0
500
1,000
1,500
2,000
205020302015
9%
12%
19%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Aﬁcionados
Pragmatists
Networkers
Talkers
India, Egypt, Nigeria, Kenya, South Africa:
Projected population by age group (in thousands)
Source: UN, World Population Prospects 2015 revisions
India, Egypt, Nigeria, Kenya, South Africa:
Projected mobile consumer segmentation
(as % of smartphone subscribers, adults only)

Japan vs. US
Great understanding Average understanding Not comfortable
55+
44%
55+
33%
59%
84%
0%
20%
40%
60%
80%
100%
WorldUnited StatesJapanWorldUnited StatesJapan
Age 55+Age 18–54
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Aﬁcionados
Pragmatists
Networkers
Talkers
US
Japan
US
Japan
90%67%
48%
69%
44%
59%
96%
71%
35+ Millennials
35+ Millennials
US USJapan Japan
US
Japan
Demographics
Source: UN
Usage of mobile internet use cases
Social networking usage
Smartphone ownership
Tech-savviness by age and geography
Despite having a high market
saturation level like in the
US (>80% unique subscriber
penetration), Japan shows a
relatively low level of mobile user
engagement, driven by two factors:
• A lower share of smartphone
ownership
• A larger prevalence of the
elderly population, which is less
tech-savvy and less engaged
in mobile services than in a
country like the US

regional trends
i Mapping the dominant consumer segments
by country
ii Aficionados – key characteristics
iii Aficionados – regional distribution
iv Aficionados – UK vs. India
v Pragmatists – key characteristics
vi Pragmatists – regional distribution
vii Pragmatists – Spain vs. Mexico
viii Networkers – key characteristics
ix Networkers – regional distribution
x Networkers – Germany vs. Kenya
xi Talkers – key characteristics
xii Talkers – regional distribution
xiii Talkers – Australia vs. Thailand
xiv Segmentation – regional comparison
xv Segmentation – top countries by segment
Data insights
Appendix
Summary

52 | Consumer segmentation, regional trends
Mapping the dominant consumer segments by country
Russia
China
UzbekistanUzbekistan
MoroccoMorocco
MexicoMexico
GuatemalaGuatemala
NicaraguaNicaragua
ColombiaColombia
Puerto RicoPuerto Rico
PakistanPakistan
MozambiqueMozambique
TanzaniaTanzania
CameroonCameroonIvory
Coast
Ivory
Coast
ChileChile
Sierra
Leone
Sierra
Leone
NicaraguaNicaragua
KenyaKenya
EthiopiaEthiopia
IsraelIsrael
PortugalPortugal
United
Kingdom
United
Kingdom
SwedenSweden
DenmarkDenmark
FinlandFinland
SpainSpain ItalyItaly
GermanyGermany
FranceFrance
RomaniaRomania
AustriaAustria
SwitzerlandSwitzerland
GreeceGreece
DRC
Egypt
Algeria
South
Africa
Ukraine
US
Brazil
Argentina
Canada
Saudi
Arabia
Australia
Indonesia
Philippines
Vietnam
Korea
Japan
Thailand
Myanmar
* Countries not surveyed are
shown in light grey

Aﬁcionados – key characteristics
Gender Age Tech-savviness Networks Wearables Smart TV Region
M
F
18–24
25–34
35–44
45–54
55–64
64+
High
Medium
Low
2G
3G
4G
Developed
Developing
57%
43%
56%
22%
32%
23%
13%
22%
21%
20%
16%
13%
8%7%
3%
69%
29%
3%
39%
16%
45%
14%
49%
37%
47%
27%
6%
61%
22%
73%
37%
14%
39%
44%
1.0
1.5
2.0
2.5
3.0
3.5
4.0
4.5
5.0
Smartphone Non-smartphone
1 Never
2 Less than
once a month
3 Every month
4 Every week
5 Every day

Aficionados – regional distribution
M
iddle
East
W
estern
Europe
N
orth
A
m
erica
Sub-Saharan
A
frica
EastA
sia/
Pacific
C
entral/
Eastern
Europe
Latin
A
m
erica
SouthA
sia
N
orthern
A
frica
South Asia
Northern Africa
North America
SSA
Latam
East Asia/Pacific
Middle East
Western Europe 36%
73%
27%
72%
28%
60%
40%
57%
43%
53%
47%
57%
43%
56%
44%
49%
51%
56%
44%
12%
12%
10%
9%
7%
3%
1%
11%
Millennials 35+Smartphone users only

Aﬁcionados – UK vs. India
Age
18–24
25–34
35–44
45–54
55–64
64+
19%
36%
27%
11%
44%
28%
21%
7%
0%
0%4%
2%
Tech-savviness
High
Medium
Low
71%
29%
0%
77%
14%
9%
Wearables
UK India UK IndiaUK IndiaUK IndiaUK IndiaUK India
36%
5%
Smart TV
71%
12%
Networks
2G
3G
4G
15%
51%
34%
42%
7%
51%
Gender
M
F
57%
43%
81%
19%
1.0
1.5
2.0
2.5
3.0
3.5
4.0
4.5
5.0
India UK
1 Never
2 Less than
once a month
3 Every month
4 Every week
5 Every day
Smartphone users only

Pragmatists – key characteristics
M
F
18–24
25–34
35–44
45–54
55–64
64+
High
Medium
Low
2G
3G
4G
Developed
Developing
53%
47%
58%
22%
27%
20%
15%
10%
13%
15%
19%
20%
24%9%
7%
44%
49%
7%
19%
39%
42%
10%
41%
49% 62%
10% 3%
43%
3%
43%
23%
13%
25%42%
1.0
1.5
2.0
2.5
3.0
3.5
4.0
4.5
5.0
1 Never
2 Less than
once a month
3 Every month
4 Every week
5 Every day

Pragmatists – regional distribution
South Asia
Northern Africa
North America
SSA
Latam
East Asia/Paciﬁc
Middle East
Western Europe 34%
70%
30%
83%
17%
58%
41%
52%
48%
55%
45%
62%
39%
39%
60%
33%
68%
51%
49%
10%
14%
10%
7%
3%
4%
1%
16%
Millennials 35+
M
iddle
East
W
estern
Europe
N
orth
A
m
erica
Sub-Saharan
A
frica
EastA
sia/
Paciﬁc
C
entral/
Eastern
Europe
Latin
A
m
erica
SouthA
sia
N
orthern
A
frica

Pragmatists – Spain vs. Mexico
Age
18–24
25–34
35–44
45–54
55–64
64+
11%
17%
19%
21%
15%
16%
33%
32%
20%
11%
3%
0%
0%
Tech-savviness
High
Medium
Low
35%
59%
7%
0%
29%
6%
65%
Wearables
Spain Mexico Spain MexicoSpain MexicoSpain MexicoSpain MexicoSpain Mexico
19%
7%
Smart TV
50%
64%
Networks
2G
3G
4G
10%
41%
49%
8%
33%
59%
Gender
M
F
53%
47%
55%
45%
1.0
1.5
2.0
2.5
3.0
3.5
4.0
4.5
5.0
Spain Mexico
1 Never
2 Less than
once a month
3 Every month
4 Every week
5 Every day

Networkers – key characteristics
M
F
18–24
25–34
35–44
45–54
55–64
64+
High
Medium
Low
2G
3G
4G
Developed
Developing
44%
56%
53%
22%
26%
21%
15%
24%
28%
20%
13%
9%
6%
9%
7%
29%
56%
15%
23%
29%
48%
15%
26%
59%
64%
4% 1%
27%
11%
35%
12%
6%
30%47%
1.0
1.5
2.0
2.5
3.0
3.5
4.0
4.5
5.0
1 Never
2 Less than
once a month
3 Every month
4 Every week
5 Every day

Networkers – regional distribution
South Asia
Northern Africa
North America
SSA
Latam
East Asia/Paciﬁc
Middle East
Western Europe 20%
66%
33%
76%
24%
48%
51%
44%
56%
55%
45%
63%
37%
20%
80%
23%
76%
50%
49%
6%
16%
6%
22%
2%
7%
2%
20%
Millennials 35+
M
iddle
East
W
estern
Europe
N
orth
A
m
erica
Sub-Saharan
A
frica
EastA
sia/
Paciﬁc
C
entral/
Eastern
Europe
Latin
A
m
erica
SouthA
sia
N
orthern
A
frica

Networkers – Germany vs. Kenya
Age
18–24
25–34
35–44
45–54
55–64
64+
6%
16%
20%
24%
17%
17%
33%
39%
17%
5%
4%
0%
0%
Tech-savviness
High
Medium
Low
19%
59%
22%
0%
34%
5%
61%
Wearables
Germany Kenya Germany KenyaGermany KenyaGermany KenyaGermany KenyaGermany Kenya
6%
0%
Smart TV
30%
6%
Networks
2G
3G
4G
37%
19%
43%
34%
5%
61%
Gender
M
F
37%
63%
45%
55%
1.0
1.5
2.0
2.5
3.0
3.5
4.0
4.5
5.0
Germany Kenya
1 Never
2 Less than
once a month
3 Every month
4 Every week
5 Every day

Talkers – key characteristics
M
F
18–24
25–34
35–44
45–54
55–64
64+
High
Medium
Low
2G
3G
4G
Developed
Developing
49%
51%
48%
12%
18%
19%
20%
11%
15%
17%
20%
17%
19%
16%
15%
19%
47%
34%
7%
63%
30%
29%
22%
48%
81%
4% 1%
24%
8%
43%
16%
4%
15%
52%
1.0
1.5
2.0
2.5
3.0
3.5
4.0
4.5
5.0
1 Never
2 Less than
once a month
3 Every month
4 Every week
5 Every day

Talkers – regional distribution
South Asia
Northern Africa
North America
SSA
Latam
East Asia/Paciﬁc
Middle East
Western Europe 20%
43%
57%
66%
35%
23%
76%
17%
83%
28%
71%
52%
48%
12%
87%
11%
90%
52%
49%
5%
18%
6%
28%
2%
6%
6%
10%
Millennials 35+
M
iddle
East
W
estern
Europe
N
orth
A
m
erica
Sub-Saharan
A
frica
EastA
sia/
Paciﬁc
C
entral/
Eastern
Europe
Latin
A
m
erica
SouthA
sia
N
orthern
A
frica

Talkers – Australia vs. Thailand
Age
18–24
25–34
35–44
45–54
55–64
64+
5%
7%
13%
23%
22%
29%
15%
4%
19%
30%
18%
15%
0%
0%
Tech-savviness
High
Medium
Low
15%
58%
26%
0%
8%
56%
36%
Wearables
Australia Thailand Australia ThailandAustralia ThailandAustralia ThailandAustralia ThailandAustralia Thailand
12% 0%
Smart TV
32%
3%
Networks
2G
3G
4G
7%
44%
49%
5%
11%
84%
Gender
M
F
57%
43%
48%
52%
1.0
1.5
2.0
2.5
3.0
3.5
4.0
4.5
5.0
Australia Thailand
1 Never
2 Less than
once a month
3 Every month
4 Every week
5 Every day

Segmentation – regional comparison
Aﬁcionados Pragmatists Reporters Talkers
0%
20%
40%
60%
80%
100%
South AsiaSSANorthern AfricaEast Asia/PaciﬁcLatamCentral/Eastern EuropeMiddle EastWestern EuropeNorth America

Segmentation – top countries by segment
Aﬁcionados Pragmatists Reporters Talkers
0%
10%
20%
30%
40%
50%
Puerto
Rico
GreeceQatarUnited
Kingdom
AustraliaKorea,
South
SpainRomaniaUSASaudi
Arabia
0%
10%
20%
30%
40%
50%
60%
D
enm
ark
SaudiA
rabia
Portugal
Rom
ania
G
reece
Finland
A
ustria
Sw
itzerland
Q
atar
Israel
0%
10%
20%
30%
40%
N
igeria
M
exico
A
rgentina
C
olom
bia
Q
atar
N
icaragua
South
A
frica
Philippines
G
uatem
ala
Thailand
0%
20%
40%
60%
Indonesia
Egypt
Ivory
C
oast
M
yanm
ar
Sierra
Leone
U
zbekistan
India
Ethiopia
Pakistan
D
R
C
Aﬁcionados
Networkers
Pragmatists
Talkers
80%

68 | About us
Authors
Joss Gillet
Director, Data Products
Joss manages the GSMA Intelligence analyst team and is responsible for data products and partnerships.
He joined ten years ago as a senior analyst, looking after mobile network technology migration and overall
research and forecast accuracy. Before GSMA Intelligence, Joss worked at Ovum Ltd and for Motorola’s
Mobile Devices Division in the UK. He joined Motorola as a product analyst before managing its market
intelligence activities in Europe. He holds an MA in International Business from Portsmouth Business School
and a certiﬁcate in International Political Theory from the University of London.
Michael Meyer
Analyst, Consumer Survey
Michael joined GSMA Intelligence as an analyst focusing on the analysis and dissemination of the GSMA’s
global consumer survey results. Before GSMA Intelligence, Michael worked as a market analyst for Frost
& Sullivan and as a market researcher for NOP and Fieldwork International (IPSOS). Michael holds an
MSc (PgDip) from Kingston University London and a certiﬁcate in Quantitative Economic Methods from
London Birkbeck University.
Barbara Arese Lucini
Senior Analyst
Barbara is a Senior Analyst at GSMA Intelligence focusing on research for emerging markets. Before
joining the GSMA in April 2013, Barbara worked for FrontlineSMS in London and at Accenture in Italy. She
holds an MSc in Development Studies from SOAS, London and an undergraduate in Mathematics from
Università Statale di Milano, Italy.

Whilst every care is taken to ensure the accuracy of the information contained in this material, the facts,
estimates and opinions stated are based on information and sources which, while we believe them to be
reliable, are not guaranteed. In particular, it should not be relied upon as the sole source of reference in relation
to the subject matter. No liability can be accepted by GSMA Intelligence, its directors or employees for any loss
occasioned to any person or entity acting or failing to act as a result of anything contained in or omitted from
the content of this material, or our conclusions as stated. The findings are GSMA Intelligence’s current opinions;
they are subject to change without notice. The views expressed may not be the same as those of the GSM
Association. GSMA Intelligence has no obligation to update or amend the research or to let anyone know if our
opinions change materially.
© GSMA Intelligence 2017. Unauthorised reproduction prohibited.
Please contact us at info@gsmaintelligence.com or visit gsmaintelligence.com.
GSMA Intelligence does not reflect the views of the GSM Association, its subsidiaries or its members.
GSMA Intelligence does not endorse companies or their products.
GSMA Intelligence, The Walbrook Building, 25 Walbrook, London EC4N 8AF
GSMA Intelligence is the definitive source of mobile operator data,
analysis and forecasts, delivering the most accurate and complete
set of industry metrics available.
Relied on by a customer base of over 800 of the world’s leading
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With over 30 million individual data points (updated daily), the
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operators and 1,200+ MVNOs across 4,500+ networks, 77 groups
and 239 countries and territories worldwide.
About GSMA Intelligence
© GSMA Intelligence gsmaintelligence.com • info@gsmaintelligence.com • @GSMAi

GMEI 2017: Global Mobile Engagement Index

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