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SAGAR PHADKE

DECODING THE ASIAN MOBILE CONSUMER

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WHO IS THE ASIAN MOBILE CONSUMER?

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87% 87% 80% 75% 71% 49% 23% 18% 15% 72% 64% 62% 60%

13% 13% 20% 25% 29% 51% 77% 82% 85% 28% 36% 38% 40%

Hong Kong Singapore Malaysia Australia China Thailand Indonesia India Philippines UK France Germany US

Smartphone Non-‐Smartphone

WHO’S NOT A SMARTPHONE USER IN ASIA? PenetraJon reaching criJcal mass

Source: Nielsen Smartphone Insights 2013 3

MOBILE OWNERSHIP -‐ SMARTPHONES

DEVELOPED ASIA DEVELOPING ASIA EUROPE US

4

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YOUNGER CONSUMERS ARE DRIVING ADOPTION IN MOST MARKETS

SMARTPHONE OWNERSHIP AMONG MOBILE PHONE USERS

Source: Nielsen Smartphone Insights 2013

Hong Kong Singapore Malaysia Australia China Thailand Indonesia India Philippines

ADOPTION DRIVEN BY

MALES MALES MALES MALES

16-‐34 yo

16-‐34 yo

45-‐64 yo

16-‐24 yo

25-‐34 yo

FEMALES

25-‐49 yo

16-‐34 yo

25-‐34 yo

16-‐34 yo

MALES BOTH BOTH BOTH

87% 87% 80% 75% 75% 49% 23% 18% 15%

DEVELOPED ASIA DEVELOPING ASIA

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30%

17% 19% 17%

32%

5% 1% 1% 3%

57%

47% 42%

36%

45%

16%

5% 2%

5%


2012

2013

5

TABLET ADOPTION TOO IS PICKING UP

DEVICE OWNERSHIP



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48% 41%

51%

40%

26% 32%

48%

38% 40% 43% 43% 48%

41% 35% 37% 34%

38% 37%


Top Brand (Currently Own) Favorite Brand

6

ASIA’S CHOICE IS CLEAR: SAMSUNG


DEVICE OWNERSHIP


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Smartphones

FROM TO

‘Smart Homes’

One Screen MulJple screens

Carrying ‘handsets’ Wearable technology

Someone else’s cloud Personal Cloud

AdverJsing InteracJve engagement

FROM MOBILITY TO CONNECTIVITY

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WHAT DO WE REALLY

ON OUR MOBILE PHONES? D

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12 UNCOMMON INSIGHTS

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INDIA

1 BRAND 2 BATTERY LIFE 3 SCREEN SIZE

CHINA

1 BRAND 2 OPERATING

SYSTEM 3 DESIGN

SINGAPORE

1 SCREEN SIZE 2 OPERATING

SYSTEM 3 BRAND

MALAYSIA

1 PRICE 2 OPERATING

SYSTEM 3 BRAND

THAILAND

1 EASE OF USE 2 PRICE 3 BRAND

AUSTRALIA

1 BRAND 2 PRICE

3 OPERATING SYSTEM INDONESIA

1 OPERATING

SYSTEM 2 DESIGN 3 BRAND


PHILIPPINES

1 BATTERY LIFE 2 BRAND 3 WIFI

FEATURES FIRST, BRAND LATER Top three device selecJon criteria

1 TOUCH SCREEN AND FEATURES CRITICAL FOR BETTER EXPERIENCE

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CriJcal for brand marketers to invest in building emoJonal connecJon with consumers

CHINA

1 INTERNET REVIEWS/BLOGS

2 FRIENDS/COLLEAGUES/ RELATIVES

MALAYSIA


2 FRIENDS/ COLLEAGUES/ RELATIVES

THAILAND


2 PHONE SALESPERSON

AUSTRALIA



INDONESIA


2 ADVERTISEMENTS / MAGAZINES /PAPERS


PHILIPPINES


2 PHONE DISPLAYS IN SHOPS

WOM AND SOCIAL MEDIA IMPACT DEVICE SELECTION

SINGAPORE



INDIA


2 PHONE DISPLAYS IN SHOPS

2 THE POWER OF WOM AND SOCIAL MEDIA

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84% 78%

54% 65%

75% 64%

47%

22%

7%

87% 86% 88%

68% 68% 64%

45% 40%

73%


Data Plan WiFi Usage

12

CONSUMERS WANT TO BE CONNECTED 24/7

USED IN THE LAST 30 DAYS


AdopJon of Data Plan not a limiJng factor


3 ASIA IS ALWAYS “ONLINE”

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ASIAN CONSUMERS ARE BIG ON VOICE AND SMS

BASIC ACTIVITIES -‐ INCIDENCE IN LAST 30 DAYS INDIA 44%

27%

16%

CHINA

90%

70%

67%

THAILA

ND

61%

52%

33%

INDO

NESIA

91%

69%

49%

MAL

AYSIA

92%

79%

63%

SINGAP

ORE

93%

69%

67%

CHAT APPS SOCIAL NETWORK SMS SHORT MESSAGING SERVICE

SMS


SMS SMS

SMS SMS SMS

4 “I CAN’T FUNCTION WITHOUT MY MOBILE PHONE!”

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DO SAY

DO SAY

DO SAY

DO SAY 90%

50%

60%

40%

50%

90%

90%

90%

SMS

Chat

Social Networking

Web Browsing 25 MINS/DAY

24 MINS/DAY

33 MINS/DAY

8 MINS/DAY

DO SAY

DO SAY

DO SAY

DO SAY

IN REALITY, PEOPLE USE THEIR SMARTPHONES MORE THAN THEY SAY THEY DO

Source: Nielsen Informate Mobile Insights 2013

TOTAL TIME SPENT /DAY

Philippines 171 mins Indonesia 196 mins Thailand 209 mins Malaysia 249 mins

ACTIVITIES DONE IN LAST 30 DAYS

5 SAY DO

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GAMES & SNS APPS FEATURE AMONG TOP APP CATEGORIES IN ASIA APPS USED IN LAST 30 DAYS

1. MUSIC 2. PHOTOGRAPHY 3. SOCIAL NETWORKING 4. GAMES 5. VIDEO

1. MUSIC 2. GAMES 3. SOCIAL NETWORKING 4. VIDEO 5. PHOTOGRAPHY

1. GAMES 2. MUSIC 3. SOCIAL NETWORKING 4. NEWS 5. CHAT

1. SOCIAL NETWORKING 2. MUSIC 3. GAMES 4. NEWS 5. VIDEO

1. GAMES 2. SOCIAL NETWORKING 3. NEWS 4. MUSIC 5. CHAT

1. GAMES 2. SOCIAL NETWORKING 3. NEWS 4. WEATHER 5. CHAT

1. SOCIAL NETWORKING 2. GAMES 3. MUSIC 4. CHAT 5. PHOTOGRAPHY

1. GAMES 2. PHOTOGRAPHY 3. MUSIC 4. SOCIAL NETWORKING 5. VIDEO

1. GAMES 2. MUSIC 3. SOCIAL NETWORKING 4. WEATHER 5. BANKING/FINANCE AUSTRALIA CHINA

HONG KONG

INDIA INDONESIA

MALAYSIA

PHILIPPINES

SINGAPORE

THAILAND


6 ASIA WANTS APPS…

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LOCAL PORTALS SUCH AS DETIK (INDONESIA) AND SANOOK (THAILAND) ARE POPULAR

Sources: Nielsen Informate Mobile Insights 2013

DO (Tracked

Actual Usage)

Facebook 80%

Google 78%

You Tube 39%

sanook.com 24%

kapook.com 21%

THAILAND

DO (Tracked

Actual Usage)

Facebook 73%

Google 73%

You Tube 35%

Yahoo 20%

PHILIPPINES

DO (Tracked

Actual Usage)

Google 83%

Facebook 78%

Blogspot 50%

Twimer 23%

Wikipedia 18%

DO (Tracked

Actual Usage)

Google 74%

Facebook 53%

You Tube 23%

INDIA

MALAYSIA DO (Tracked

Actual Usage)

Facebook 71%

Google 67%

Twimer 18%

Youtube 30%

DeJk 21%

INDONESIA

Right behind global giants Facebook and Google

6 ASIA WANTS APPS…

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77% 80% 76%

56% 56%

84% 70%

13%

84%

23% 19% 24%

43% 43%

15%

19%

76%

11%

1% 1% 1% 1% 11% 11% 5%


All Free Apps Both Paid and Free Apps All Paid Apps

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MAJORITY OF SMARTPHONE USERS DOWNLOAD FREE APPS

APPS DOWNLOADED IN LAST 30 DAYS



7 …AND WE WANT IT FREE!

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UNSURPRISINGLY, FACEBOOK DOMINATES THE REGION ON ENGAGEMENT

Source : Nielsen Informate Mobile Insights 2013

Rank App Name

1 Facebook

2 Google Play Store

3 YouTube

4 Viber

5 Candy Crush Saga

6 WeChat

7 Facebook Messenger

8 Google Search

9 Skype

10 Drag Racing

Rank App Name

1 Facebook

2 BBM

3 WhatsApp

4 LINE

5 Top Eleven

6 Google Play Store

7 WeChat

8 Twimer

9 YouTube

10 BlackBerry World

Rank App Name

1 Line

2 Facebook

3 Top Eleven

4 YouTube

5 Google Play Store

6 Poker Texas Boyaa

7 Candy Crush Saga

8 Whatsapp

9 Instagram

10 Google search

Rank App Name

1 Facebook

2 WeChat

3 WhatsApp

4 YouTube

5 Google Play Store

6 Candy Crush Saga

7 LINE

8 Instagram

9 Viber

10 Pou My Pet Alien

MALAYSIA INDONESIA PHILIPPINES THAILAND

TOP 10 SMARTPHONE APPS IN SOUTHEAST ASIA (JUNE 2013)

8 UNVEILING SOUTHEAST ASIA’S APP STARS

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WOMEN LOVE TO CHAT

Source: Nielsen Informate Mobile Insights 2013

10

25 32

37

17

33

71

41

Philippines Indonesia Thailand Malaysia

Males Females

TIME SPENT IN MINUTES PER DAY ON CHAT APPS

What is your brand doing about it?

9 CHAT APPS

20

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MOBILE VIDEO BEGINNING TO GAIN TRACTION IN ASIA Most Common in Hong Kong and Singapore

53%

38% 37%

16% 22%

34%

11% 8% 8%

Hong Kong Singapore Malaysia Australia Thailand China Philippines Indonesia India

MOBILE VIDEO IN LAST 30 DAYS



10 MOBILE VIDEO

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SEASONED MOBILE SHOPPERS HAIL FROM JAPAN AND KOREA

Source: Nielsen Mobile Netview

89%

56%

49%

28%

M Commerce and Shopping (Apps +

Websites)

Rakuten Ichiba Shopping

Amazon

kakaku.com

JAPAN

67%

23%

19%

18%

M Commerce and Shopping (Apps +

Websites)

Coupang

Gmarket

Ticketmonster

KOREA

M-‐COMMERCE IN LAST 30 DAYS

11 MOBILE SHOPPING

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MOBILE SHOPPING IS A HUGE OPPORTUNITY IN DEVELOPING ASIA

MOBILE SHOPPING ACTIVITIES IN LAST 30 DAYS


31%

28% 27% 25%

8% 7% 7%

3%

Singapore Hong Kong Malaysia Australia India Thailand Indonesia Philippines


11 MOBILE SHOPPING

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Browsing products through websites or Apps

Reading online product reviews

MOBILE AS A MARKETING MEDIUM


Purchasing products

Scanning a barcode for price/product informaJon

DEVELOPED DEVELOPING

44% 17% DEVELOPED DEVELOPING

20% 12%



14% 10%

11 MOBILE SHOPPING

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ASIAN CONSUMERS ARE RECEPTIVE TO MOBILE ADS

MOBILE ADVERTISING IN LAST 30 DAYS

Source: Nielsen Smartphone Insights 2012/2013

80%

81%

75%

76%

81%

46%

82%

47%

45%

30%

41%

Japan

Korea

Hong Kong

Singapore

Malaysia

Australia

China

Thailand

Indonesia

India

Philippines

CLICKED RECEIVED 78%

67%

78%

70%

74%

64%

90%

53%

56%

87%

74%

Japan

Korea

Hong Kong

Singapore

Malaysia

Australia

China

Thailand

Indonesia

India

Philippines

12 ASIA IS WARMING UP TO MOBILE ADVERTISING

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20% 14%

27% 20%

28%

37% 37% 38% 38% 36% 38%

27%

42% 45%

5%

17%

7%

14% 9%

18%

11%

27%

14%

25% 20%

45%

27%

47%

CHINA

KOREA AUSTRALIA

MALAYSIA

IN-‐APP ADVERTISING MOST PREVALENT

Source: Nielsen Smartphone Insights 2012/2013

DEVELOPING

DEVELOPED

SMS

SMS SMS

SMS

• Apps • Watching Video/Mobile TV • Online games

• Mobile Internet • SMS

• Streaming online music/Radio • LocaJon-‐based services


26

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WHEN IT’S FREE AND NOT DISTRUPTIVE, IT’S MORE LIKELY TO BE ACCEPTED


I am ok with adverJsing if it means that I can access content for free

I am more likely to click on an ad that does not take me outside of the applicaGon to another website



33% 43%


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MOBILE IS NOT ROCKET SCIENCE WHEN YOU KNOW YOUR ULTIMATE

G AL

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•  Mobile technology may be evolving, but best pracJces remain the same •  Use custom analyJcs to CAPTURE WHAT THE

ASIAN MOBILE CONSUMER SAY AND DO

•  User profile can decode specific target groups

•  Capitalise on engagement insights of key Apps and Websites

THE FUTURE IS IN MOBILE

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proprietary. 7 OUT OF 10

SINGAPOREANS RECEIVE MOBILE ADS AT LEAST

ONCE A DAY

7 OUT OF 10 SINGAPOREANS ACCESS THEIR EMAILS ON THEIR

MOBILE DEVICES

1 OF 3 IN MALAYSIA

AND SINGAPORE BANK ON THEIR PHONES

$ $ MALAYSIAN BUY MOBILE DEVICES THAT OFFER

WIDE CHOICE OF APPLICATIONS

EASE OF USE & RELIABILITY

ARE IMPORTANT TO

CONSUMERS IN THE PHILLIPINES

INDONESIAN

CONSUMERS GO FOR

INNOVATIVE FEATURES &

STYLISH DESIGNS

4 OUT OF 10 KOREANS BUY THEIR

PHONES ONLINE

OF HONG KONG WATCH

MOBILE VIDEOS

52%

MALAYSIANS ARE THE

HEAVIEST USERS OF

SOCIAL MEDIA & WEB BROWSING

ON THEIR PHONES

MALAYSIA AND SINGAPORE ARE

BIG ON APPS

MORE STREAM ONLINE MUSIC THAN SHOP ON THEIR

MOBILE PHONES SHOPPING HAS ROOM TO GROW ACROSS

ALL SEA COUNTRIES

MAJORITY IN SINGAPORE

and MALAYSIA

BROWSE THE WEB

ON THEIR MOBILE PHONES

2 of 3

IN INDONESIA AND THE PHILIPPINES

LOOK AT

MOBILE ADS

MAJORITY IN INDONESIA AND

THE PHILIPPINES PREFER

PRE-‐PAID SERVICE TO

FIXED CONTRACTS

THE ASIAN MOBILE CONSUMER DECODED

MORE STREAM ONLINE MUSIC THAN SHOP ON THEIR

MOBILE PHONES SHOPPING HAS ROOM TO GROW ACROSS

ALL SEA COUNTRIES

AUSTRALIANS USE BANKING / FINANCE APPS ON THEIR MOBILES

7 OUT OF 10 KOREANS AND JAPANESE USE

M-‐COMMERCE APPS OR WEBSITES

Sagar Phadke Director, Smartphone AnalyJcs SoluJons Nielsen Asia Pacific, Middle East & Africa [email protected] +65 93834432

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