New reports from Ipsos indicate that consumers in 11 key markets have strong intentions to buy mobile devices in 2008. The demand is especially notable in the world’s fastest growing economies – India, China, and Brazil. The type of demand in these countries differs slightly relative to demand in the US.

Virtually every household in China (98 percent) owns at least one mobile phone already, which leaves their market for new buyers saturated. This means purchases will likely be made to replace older models. Consumers in these regions will therefore be more likely to look for improvements in performance and personalization.

Brazil has a different story – their mobile market has been penetrated at just 79 percent (same as the US), meaning almost a quarter of households intending to buy mobile phones this year will be first-time buyers.

As adoption becomes more widespread in "new buyer" regions like Urban Brazil, we will likely see differences in user behaviour driven by cultural differences such as consumer expectations and how they operate from day-to-day. Considering Brazil's progress, this will be important to follow in coming months so businesses can prepare themselves for what the region can offer in terms of export opportunity and the potential for expansion.

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