Mobile Internet Consumer Singapore

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THE MOBILE INTERNET CONSUMER SINGAPORE 2013 AUDIENCE INSIGHTS ON MOBILE WEB AND APP USERS

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Mobile Internet Statistics

Transcript of Mobile Internet Consumer Singapore

  • THE MOBILEINTERNET CONSUMER SINGAPORE 2013AUDIENCE INSIGHTS ON MOBILE WEB AND APP USERS

  • Preface

    The Mobile Internet Consumer - Singapore 2013 report produced by MMA & Vserv.mobi addresses the audience insights of the growing mobile internet user base in Singapore.This report focuses on proling the mobile web & app users, their purchasing power,lifestyle and consumption pattern.The ndings and insights are drawn from a survey conducted in the six key countries - Indonesia, Malaysia, Philippines, Singapore,Thailand and Vietnam.

    The Mobile Internet Consumer report is designed for media planners & brandadvertisers. It will also help app developers, content providers, OEMs & telecom service providers in understanding the evolving mobile consumer. It is created with the objective to help brands plan their media strategy for reaching the righttarget audience through Mobile Web & Apps. The Mobile Internet Consumerreport is available for India, Southeast Asia, Middle East & Africa and Latin America.

  • DEMOGRAPHICS

  • Age

    Less than 18 yrs

    18-24 yrs

    25-35 yrs

    more than 35 yrs

    30%35%

    25%

    10%

    Singapore has the higher proportion of older age groups among mobile internet user base compared to other SEA markets

    SEA AVERAGE

    19 %

    28 %

    32 %

    21 %

    3THE MOBILE INTERNET CONSUMER - SINGAPORE 2013 |

  • Gender

    2/3rd of mobile internetusers are men in SEA

    37%FemaleMale

    66% 34%

    63 %* 37 %*

    *SEA AVERAGE 4THE MOBILE INTERNET CONSUMER - SINGAPORE 2013 |

  • Education35% |

    28% |

    32% |

    5% |Uneducated

    Schooling upto 12 yrs

    Diploma / Undergraduate

    Graduate / Post Graduate

    Composition of mobile internet users by education in Singapore is similar to the SEA region

    5THE MOBILE INTERNET CONSUMER - SINGAPORE 2013 |

    36 %*

    27 %*

    27 %*

    10 %*

    *SEA AVERAGE

  • *SEA AVERAGE

    Occupation

    7% Currentlynot working /Retired

    Student13%55% Full timejob

    Housewives3%

    7% $Part timejob

    Self Employed Professional10%

    Business5%Over 50% of mobile internet users in Singapore are full-time employees

    6%*

    18%*

    4%*

    41%*

    10%*

    8%*

    13%*

    6THE MOBILE INTERNET CONSUMER - SINGAPORE 2013 |

  • CONSUMPTION PATTERN

  • Mobile content downloaded in the last month

    Game / App Video Music Themes

    60%44% 29% 28%

    Only 13% of mobile internet users in Singapore download all types of Mobile content in a month, least in SEA region

    8THE MOBILE INTERNET CONSUMER - SINGAPORE 2013 |

    67%* 46%* 38%* 32%*

    *SEA AVERAGE

  • 9THE MOBILE INTERNET CONSUMER - SINGAPORE 2013 | *SEA AVERAGE

    55%*

    42%*

    27%*

    36%*

    Users love mobile ads that help them... Game / App Video

    Ringtone / Song Wallpaper / Screensaver

    21%

    29%Mobile internet users in Singapore find mobile ads very useful to locate something nearby

    Download mobile content

    Find a good deal on something

    Learn about a brand

    Locate something nearby

    47% |

    40% |

    28% |

    36% |

  • $PURCHASING POWER

  • Product Ownership

    Automobiles Payment CardsConsumer DurablesConnected Devices

    Over 1/4th of mobile internet usersown a payment card in Singapore,higher than the regional average

    43% 30% 27%

    Computers

    42%

    Tablets

    24%

    39%* 29%* 38%* 32%* 23%*

    *SEA AVERAGE 11THE MOBILE INTERNET CONSUMER - SINGAPORE 2013 |

  • 12THE MOBILE INTERNET CONSUMER - SINGAPORE 2013 | *SEA AVERAGE

    Afuent Lifestyle

    Shopping Mall / Market

    Movie Theatre

    Restaurant

    61% |

    48% |

    43% |

    1 out of 5 mobile internet users from Singapore visited all places - movie theatre, shopping mall/market and a restaurant, highest in SEA

    41%*

    47%*

    58%*

  • About the studyThe Mobile Internet Consumer report produced by MMA & Vserv.mobi is based ona primary survey of over 3000 mobile web & app users. The survey was conductedusing random sampling for natural representation of the target group across 6 keycountries in Southeast Asia - Indonesia, Malaysia, Philippines, Singapore, Thailandand Vietnam. The overall Southeast Asia averages were weighted as per theregional composition of mobile internet users in each focus country.

    To know more about The Mobile Internet Consumer report, please write to us [email protected] or visit vserv.mobi/insights

  • About the Mobile Marketing Association (MMA)The Mobile Marketing Association (MMA) is the premier global non-prot trade association established to lead the growth of mobile marketing and its associated technologies. The MMA is an action-oriented organization designed to clear obstacles to market development, establish mobile media guidelines and best practices for sustainable growth, and evangelize the use of the mobile channel. The more than 700 member companies, representing nearly fty countries around the globe, include all members of the mobile media ecosystem. The Mobile Marketing Associations global headquarters are located in the United States and it has regional chapters including North America (NA), Europe (EUR), Latin American (LATAM) and Asia Pacic (APAC) branches.

    For more information, please visit www.mmaglobal.com. For information relating to the MMAs Mobile Marketing Forum series, please visit www.mobilemarketingforum.com.

  • About Vserv.mobi

    Vserv.mobi is a leading Global Mobile Ad Network with strong presence in emerging markets.Vserv's pioneering technology AppWrapper powers One Click App Monetization for 20,000+ Appsacross platforms. AppWrapper is the Worlds Simplest App Monetization - it enables premiumadvertising & innovative pricing models on any app, without coding, in just one click. Vservs othergame changing platform, AudiencePro, combines the scale of the Vserv.mobi globalMobile Ad Network with comprehensive user data from TelCos, to revolutionize how advertisers canreach their exact target audience across all mobile platforms. Vserv is the only Ad Network with Appmedia across Smart Phones, Tablets, and Smarter Feature Phones, thus providing advertisersunparalleled reach and engagement. Built on superior technology, the Vserv Marketplace deliversexceptional ROI to advertisers as well as enhanced earnings to developers & publishers.

    Visit www.vserv.mobi for more details or follow Vserv.mobi on: @vservmobi

    Singapore (1)About_VservIndonesia_1