The proportion of mature users across the globe is growing, according to a report from BuzzCity. 15 per cent of mobile internet users are now over 35, and their influence in terms of making purchases is disproportionately high. Globally, over-35s made up 23 per cent of grocery purchases, and 21 per cent of household utility payments, in the past six months.

And, while young males still make up the majority of mobile internet users, growing female adoption is causing it to even out – nearly as many women as men use the mobile internet in the UK (49 per cent), Thailand (43 per cent) and South Africa (40 per cent).

The study also found, however, that consumers are still reluctant to engage in remote transactions, with 39 per cent preferring to pay in person. The biggest barriers are the lack of awareness of the tools and services available (according to 35 per cent), and concerns regarding security (27 per cent).

“There are three missing elements, crucial to widespread adoption of mobile commerce,” says Dr KF Lai, CEO of BuzzCity. “They are communication, education and security. Users are not currently aware of the services out there. When they do come across such services, these simple processes are presented in a very confusing way. Banks and retailers will need to provide their customers with clear and unambiguous assurances about security.”

The UK remains the leading European country in BuzzCity’s chart of Top 50 countries by ad impressions served, followed by Turkey and France – while India continues to hold the top spot overall, serving over 32bn ads in 2011.