Mobile device users in developing countries surpass those in the most developed countries

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Barcelona, Spain—Mobile device users in developing areas, such as Eastern Europe, Asia and Latin America, surpassed users in the most developed countries and regions in every mobile use category, according to preliminary results from The CMO Council's Global Mobile Mindset Audit, which was presented at the 3GSM show on Monday.

The study found the U.S. lags all other regions in mobile device ownership, advanced feature adoption, intent to buy and dependency. There is also less interest in the U.S. in personalizing devices with ring tones, wallpaper, and accessories.

Seventy-three percent of users in Latin America, 69% of users in Eastern Europe and 63% in Asia considered themselves to be very technology savvy with mobile devices, compared with 50% of U.S. respondents and 58% of users in Western Europe.

The CMO Council surveyed more than 14,000 mobile users in 37 countries. An executive summary is available at A full report and accompanying data will be available in early March.

—Carol Krol
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