Global community for mobile content and commerce MEF has started 2013 by unveiling its mobile predictions for the next twelve months. Its insights come from the second annual MEF Global Mobile Consumer Survey, which studied mobile user behaviour and trends from 9,500 respondents in 10 countries.

Paying attention to these ten observations will prove hugely beneficial to companies looking to expand into – or further capitalize on – the increasingly evolving mobile market.

1) Convenience is king: entertainment will take a backseat to convenience as the primary mobile content and commerce driver globally.

2) Payments will change: operator billing will lose out to other mobile payment systems as they develop.

3) Behaviour drives engagement: expect a widespread roll out of personalized recommendations and alerts based on context and behavioural data.

4) Trust is key: consumer trust around privacy and data collection will become a critical asset for brands in 2013.

5) Business becomes pleasure: the dividing line between consumer and enterprise-focused services will melt, transforming the way companies use mobile.

6) Growth in health and education services: 2013 will see a significant uptake in the way health and education services use mobile (we’ve recently seen evidence of this shift).

7) Crowdsourcing challenges: mass-curation of content – such as large-scale photo integration – will grow, but will lead to scaling issues.

8) The march of the multi-screen: mobile ecosystems will increasingly target the integration of multiple connected screens to deliver a ‘consistent and complimentary experience’.

9) Third mobile ecosystems: Windows Phone 8, Firefox OS and Blackberry 10 will make progress globally.

10) China is coming: Chinese mobile content and commerce vendors will expand into global markets, but will struggle with the complexities of mobile ecosystems