66% of consumers are willing to use their mobile phone as a means of payment, according to the results of KPMG's fifth annual Consumers & Convergence study based on a sample of 9.600 consumers in 31 countries, including Spain.
Likewise, 25% of those surveyed consider the mobile phone as an alternative to watch television programs and movies, while 38% use their smartphones to redeem coupons.
Regarding security and privacy, 90% of those surveyed consider these issues to be the main obstacles to new business models. However, 75% of young people are willing to share personal information in exchange for receiving personalized offers and at a better price.
Regarding the price and quality of services, although consumers are in favor of adopting new technologies, they are increasingly "reluctant" to pay for online content and services that do not offer differential and exclusive added value.
Thus, 73% of those interviewed indicated that they would not be willing to pay for access to online content, compared to 57% last year.
By region, the Asia-Pacific region is more willing to pay for access to a website if the information is important and exclusive, almost double that of America and Europe.
For the partner responsible for Technology, Telecommunications and Media at KPMG in Spain, Celso García Granda, for five years the study has highlighted that the pace of change continues to accelerate. “Consumers around the world are increasingly willing to adopt new technologies and digital business models,” explained García, who specified that this presents “great opportunities,” but also risks.
Likewise, García added that the willingness of consumers to adopt new technologies is an example that a “digital strategy” should be a “clear” component of any business, including in the retail, media, banking and services sectors.