The project involves surveying a total of 1,800 people from nine nations, the UK, Germany, Spain, Australia, Japan, South Korea, China, the United States and Brazil.

Intersperience chief executive Paul Hudson said: “Our project will shed new light on critical commercial issues for big brands in the mobile age, from mobile operators to businesses selling goods and services online. It will deliver a greater understanding of how culture affects responses to apps and online advertising as well as how attitudes to security can impact mobile payment systems. We will effectively create an international cultural route map on mobile internet adoption among young urban professionals, an attractive consumer target group.”