Segmentation of smartphone users as per their profile and app usage

PHILLIPHINES SMARTPHONE GROWTH STORY

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APP JUNKIES

17%

Smartphone users in Philippines, on an average, spend 140 minutes per day on their device. However usage pattern varies across smartphone user personas

• Highest time spent on App Stores (2.3 Mins/Day)

• Highest number of apps & games installed per month(15.7)

• Highest overall data consumption (Wi-Fi + Cellular) (339 MB/Day)

OVER-INDEXING PROFILE

18-24 Years Old Predominantly Male

TIME SPENTMins/Day

128APPS/GAMESInstalls/Month

15.7TOTAL DATACONSUMPTIONMB/Day

339

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• Lowest number of apps and games installed per month(8)

• Highest share of cellular in total data consumption (20%)

• Lowest time spent on calls & messaging (15 Mins/Day)

OVER-INDEXING PROFILE

31-35 Years Old Balance of Male and Female

TIME SPENTMins/Day

139APPS/GAMESInstalls/Month

8.0TOTAL DATACONSUMPTIONMB/Day

331

DABBLERS

Makes up the largest segment in Smartphone User base in Philippines. Identified by their highest number of app and game installs and data consumption in a month.

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GAMING BUFFS

14%

• Highest time spent on gaming apps (39.2 Mins/Day)

• Highest engagement in the mobile primetime

(33 Mins/Day)

• Smartphone usage highly skewed towards utility

apps (31%)

• Highest time spent on eBooks (16.3 Mins/day)

OVER-INDEXING PROFILE

25-30 Years Old Predominantly Male

TIME SPENTMins/Day

141APPS/GAMESInstalls/Month

10.3TOTAL DATACONSUMPTIONMB/Day

324

They primarily spends most of their time playing games on their smartphones.

Seldom access apps & sites and time spent on o�ineactivities is more than 40% of total time.

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14%

• Highest time spent on smartphone (144 Mins/Day)

• Highest time spent (Mins/Day) on shopping apps (2.3)

OVER-INDEXING PROFILE

18-24 Years Old Predominantly Female

TIME SPENTMins/Day

132APPS/GAMESInstalls/Month

9.7TOTAL DATACONSUMPTIONMB/Day

299

UTILITARIANS

Their usage is primarily utility-driven and they spend the highest amount of time on eBook apps.

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POWER USERS

14%

OVER-INDEXING PROFILE

TIME SPENTMins/Day

144APPS/GAMESInstalls/Month

9.8TOTAL DATACONSUMPTIONMB/Day

280

This persona spends the highest time on smartphone. Their engagement with shopping apps is the highest.

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14%

• High time spent(Mins/Day) on browsing(13.6),app stores (1.5),search(1.0)

• Highest time spent on mobile coupons (4.1 Mins/Day)

• High overall data consumption (338 MB/Day)

OVER-INDEXING PROFILE

TIME SPENTMins/Day

131APPS/GAMESInstalls/Month

8.7TOTAL DATACONSUMPTIONMB/Day

338

EXPLORERS

Identified by highest time spent on browsing & searching Their data consumption is also very high.

Below 18 & Above 36 Years old Predominantly Male

25-30 Years Old Predominantly Female

VSERV HAS ACCESS TO 63% OF THE SMARTPHONE USER BASE IN PHILLIPINESReach across all smartphone user personas in Phillipines (in millions)

Nielsen Smartphone user segmentation study, Philippines, 2015

2.2MN

GAMING BUFFS

2.6MN

APP JUNKIES

2.2MN

UTILITARIANS

2.2MN

POWER USERS

1.7MN

SOCIAL STARS

2.5MN

DABBLERS

2.2MN

EXPLORERS

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SMARTPHONE USER PERSONA REPORT 2015

PHILIPPINES

AJ

14.8

2013 2014 2015 2016 2017

20.0

24.8

29.7

34.8

CAGR (2013-17)24%

Source: eMarketer

SMARTPHONE USER BASE

IN PHILIPPINES (IN MILLIONS)

AJ

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• Highest time spent (Mins/Day)on Social networking (40.0),

Chat & VoIP Apps (14.4)

• Lowest overall data consumption (Wi-Fi + Cellular)

(251 MB/Day)

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SOCIAL STARS

11%

OVER-INDEXING PROFILE

TIME SPENTMins/Day

136APPS/GAMESInstalls/Month

8.0TOTAL DATACONSUMPTIONMB/Day

251

Identified by highest engagement on social networking, chat and VOIP apps.

36 Years old and above Predominantly Female