47% of Global Mobile Users Only Use Talk and Text

Almost half of mobile phone users worldwide only use their devices to make voice calls and send SMS, according to new consumer research by GSMA Intelligence.

The new Global Mobile Engagement Index (GMEI) is a lifestyle study that attempts to measure the level of engagement of mobile phone users with different types of apps and services.

The GMEI classifies mobile user engagement into four tiers: ‘Aficionados’ (the most engaged), ‘Pragmatists’, ‘Networkers’ and ‘Talkers’ (the least engaged). The research reveals that ‘Talkers’ who only use their mobile phones to make voice calls and send SMS accounted for 47 percent of adult mobile phone owners in 2016.

That group is forecast to shrink to 29 percent of the total by 2030.

The Global Mobile Engagement Index (GMEI) suggests that text messaging remains more-frequently used than than IP messaging in several mature markets, including France and the United States.

Given the growing importance of content consumption by mobile users, it likely is noteworthy that many smaller markets may not be able to support indigenous content services and apps as well as suppliers in bigger markets.

In Myanmar for example, smartphone ownership is relatively high but user engagement is low, due to digital illiteracy and a lack of locally relevant content.

Also, in some markets mobile banking services are heavily used. In Kenya and Tanzania, 80 percent of adult mobile phone owners use their phones for mobile money services.

And there are good reasons to predict that video entertainment is becoming the lead application. More than 70 percent of smartphone users globally watch free online videos on their phone, while 50 percent of users watch or replay live TV on their devices.