BuzzCity has released the findings of its latest study of mobile Internet users across the globe. The study investigated which brands have the most appeal among the mobile Internet audience; why this audience prefers these brands; and how likely they are to recommend their favourite brands. The aim of the study is to help brands from all sectors and the agencies that work with them to better understand the mobile Internet consumer and how to influence their purchasing decisions.
The study found that the brands most favoured by mobile internet users across the globe were:

1. KFC
2. McDonald's
3. Sony
4. Nestl
5. Samsung
6. Nokia
7. LG
8. Coca-Cola
9. Panasonic
10. Philips

The survey also revealed that users typically base their preferences on brand performance, followed by style and then price. Quality, reliability, value and trust all also influence choice.
We have been carrying out regular studies in to the mindset of mobile Internet users for the past few years, says BuzzCity CEO, KF Lai. It is clear from this study that mobile surfers are ardent brand advocates and will regularly make recommendations to peers. To encourage this, there is the potential for brands to share more product information through the mobile platform. This would be especially potent in the food sector where domestic brands dominate. Brands such as Arab Dairy (Egypt), Amul (India), Indofood (Indonesia), Mama (Thailand), San Miguel (Philippines) and Simba (South Africa) operate in markets where the mobile nternet is, most likely, the only access users have to the internet.
The study found that although 54% of mobile users would recommend a brand to their peers, only 4% would do so in reaction to a specific sales promotion.
Consumer behaviour on mobile is different from that on the internet, says Lai. Our research shows that although some brands are starting to develop mobile strategies, there is still much work to be done. Simply producing a mobile website will no longer cut it with these savvy consumers. The provision of m-banking services and the development of mobile widgets and feeds that make content discovery and consumption easier and more accessible, are two very good places for brands to start.”