Speed, security and personalized experiences were the top concerns for end users. The survey of 5,000 consumers found that the starkest differences in mobile usage were between developed and emerging markets. In many emerging countries, mobile devices are used mainly for functional activities such as banking, whereas in developed markets, mobile devices were most often used for research.
The survey also found that in the U.K. and Australia, consumers placed the most importance on security. In the U.S., faster downloads (59 percent of respondents), an experience closer to the PC web (39 percent) and ease of use (36 percent) headed up the items that would improve user mobile web experiences.