Research by Kantar TNS has examined the popularity of mobile payments in a range of international markets. It found that, globally, 39% of respondents preferred to use mobile payments over other payment methods. However, the study found interesting differences between developed and developing markets. Whereas mobile payments were a preferred payment method for just 23% of people in developed country, this rose to 45% in developing countries. Its popularity was highest in developing Asian countries, meaning that marketers targeting this region would be wise to offer mobile payment options. The study also looked at why mobile payments are failing to take off in the developed world and found that the main factor stopping adoption is a lack of knowledge.