For this year’s report, Upstream commissioned Ovum to conduct research into consumer attitudes towards digital services and digital service providers, particularly mobile operators, in emerging markets.

The research findings reveal how consumers in developing markets use digital services, exploring the positive and negative aspects related to marketing techniques, relevance of content, affordability and user experience. Overall, the report provides insight into the digital opportunity present for mobile operators, and how, partnerships with locally versed technology companies enable operators to leverage their assets and effectively address consumer pain points.

The study was led by Ovum, on behalf of Upstream, and included a mobile survey of 4,000 consumers in Brazil, Egypt, Indonesia, Nigeria and South Africa.