The mobile payments company Fortumo, Thursday published the latest version of its Emerging Markets Payment Index, highlighting user spending behavior and transaction volume changes in the fastest growing smartphone markets of the world.
Martin Koppel, CEO and co-founder of Fortumo
The majority of new digital content users are now coming from emerging markets. The costs and complexity of entering these markets increases while the ARPU and margin is decreasing. Our payment index aims to shed some light on these hard to monetize markets by providing merchants with key insights into the fastest growing smartphone regions of the world....Digital content merchants are increasingly adapting their pricing to local markets.
According to Fortumo, last quarter’s payment data shows a slight decline in average revenue per paying user and transaction sizes in most markets. At the same time, transaction volumes continue to grow in double-digit percentages. In Q2, Brazil remained the market with the highest end-user spend ($17.02 quarterly average revenue per paying user) while payment volumes grew most rapidly in Pakistan (81.35% increase compared to Q1 2015).
An excerpt from Fortumo's Emerging Markets Payment Index Report
The data in the index has been taken from various platforms (web, mobile web, feature phones, smartphones) and app stores using Fortumo’s direct carrier billing platform and focuses on top smartphone markets for growth by value in 2015: India, Indonesia, South Africa, Brazil, Pakistan, Nigeria, Egypt and Vietnam.
