Pakistan Trends 2013: Online, Mobile, Social
19
OVERVIEW: ONLINE, MOBILE, SOCIAL PAKISTAN 2013 June 2013 Siim Teller
-
Upload
siim-teller -
Category
Technology
-
view
11.282 -
download
4
description
The presentation looks at key market data, opportunities and challenges when it comes to market growth in Pakistan. Pakistan is in its early days of digital growth. Only 16% of the population is using the internet, smartphone penetration is still around 10%, eCommerce is largely non-existant. 3G licenses are a hot discussed topic but regulators can't get their act together to hold the auction. The trend is clear though - everyone and everything from ads, eCommerce to personal finances wants to go online.
Transcript of Pakistan Trends 2013: Online, Mobile, Social
OVERVIEW: ONLINE, MOBILE, SOCIAL
PAKISTAN 2013June 2013Siim Teller
DID YOU KNOW…
6,
June 2003 I Pakistan Mobile Market Overview I [email protected] I @teller
internet users inThat there are 31 million
Pakistan? 15 million ofthem browse the web withtheir mobile phone.
June 2003 I Pakistan Mobile Market Overview I [email protected] I @teller
KEY STATS - PAKISTAN
POPULATION
INTERNET PENETRATION
MOBILE SUBSCRIBERS
INTERNET USERS
URBAN / RURAL
AVERAGE INCOME A YEAR
190 Milliong
31 Million 16%
36% / 64%
125 Million Less than $3000O
`
June 2003 I Pakistan Mobile Market Overview I [email protected] I @teller
POPULATION
70% of population under 30
Source: pta.gov.pk
“Despite financial challenges Pakistanis are embracing connected devices and the content that they offer.”
ÅönA@hprÉ
June 2003 I Pakistan Mobile Market Overview I [email protected] I @teller
Simon Kemp (we are social)
KEY MOBILE DATA
June 2003 I Pakistan Mobile Market Overview I [email protected] I @teller
Mobile subscribersadding 1 million a month
Mobile internet users8% penetration
Broadband subscribersMore than doubled in 2 years
125M15M
2.2M
Source: pta.gov.pk, smartchoice.pk
10% smartphone penetration
75% of phones use Symbian i.e. feature phones
80% phones cost less than $100
KEY MOBILE DATAPAKISTAN IS THE 5TH LARGEST MOBILE PHONE MARKET IN ASIA
June 2003 I Pakistan Mobile Market Overview I [email protected] I @teller
ON#
Source: propakistani.pk, Nokia
June 2003 I Pakistan Mobile Market Overview I [email protected] I @teller
MOBILE INTERNET
11%Internet visitsfrom mobiles
Out of 182 million pageviews in April, 2013
Source: Effective Measure
spend more than an hour80% of internet users
online every day. But theaverage session is only5 minutes.
Source: B Solutions (SEP 2012), Effective Measure
June 2003 I Pakistan Mobile Market Overview I [email protected] I @teller
{DID YOU KNOW…
BITE SIZE
Taiw
an
Brun
ei
Hon
g Ko
ng
Sing
apor
e
Mal
aysi
a
Chi
na
Mac
ao
S Ko
rea
Mal
dive
s
Phili
ppin
es
Japa
n
Thai
land
Asia
Indo
nesi
a
Mon
golia
Viet
nam
Bhut
an
Sri L
anka
Nep
al
Indi
a
Cam
bodi
a
Paki
stan
Laos
Bang
lade
sh
Mya
nman
124455
77
1213
1819
23
272829
3639
41
4545
505253
56
SOCIAL MEDIA USERS
June 2003 I Pakistan Mobile Market Overview I [email protected] I @teller
Social media penetration Pakistan has a long
way to go. At 4% penetration only Laos,
Bangladesh and Myanmar have
lower percentage of people
using social
media.%
N/A
Source: we are social
June 2003 I Pakistan Mobile Market Overview I [email protected] I @teller
SOCIAL MEDIA USERS
9 million
1.9 million
1.2 million
3.5 million
1.4 million
6 7% growthin a year
+1.1M in last 6 months
Source: Third World Strategy, we are social
Remember: population 183 million
Importantly, 70% of the country’s Facebook users are below the age of 25. More than half of them come from the country’s richest 10% of households. The result is a highly concentrated social media audience of young, affluent consumers.
June 2003 I Pakistan Mobile Market Overview I [email protected] I @teller
ACEBOOK
Source: Third World Strategy , B Solutions (SEP 2012)
ACEBOOK
33%
30%
70-30
Access Facebook via their smartphone
Of online population use Facebook
Split between men/women among Facebook users
June 2003 I Pakistan Mobile Market Overview I [email protected] I @teller
And among mobile internet users in generalSource: we are social
June 2003 I Pakistan Mobile Market Overview I [email protected] I @teller
ONLINE AD SPEND
$5 million
1% of a total ad spendof $500 million
June 2003 I Pakistan Mobile Market Overview I [email protected] I @teller
There is no official data. Local eCommerce experts estimate market size to be around
$25-30 million a year.
ECOMMERCE
.
June 2003 I Pakistan Mobile Market Overview I [email protected] I @teller
FINANCIAL SERVICES
ff
fk
kk
ffkk
ff
fk
kk
ffkk
ff
fk
kk
ffkk
ff
fk
kk
ffkk
ff
fk
kk
ffkk
ff
fk
kk
ffkk
ff
fk
kk
ffkk
ff
fk
kk
ffkk
ff
fk
kk
ffkk
ff
fk
kk
ffkk
Only 12% have access to
formal financial services
Only 9% have a mobile banking
account
37% annual growth
Source: A2FS, 2012
`• Inability to finalise terms for the auction of
3G mobile licenses• Confusing rules around multi-SIM
ownership and mobile number portability• Despite this - $7 billion in foreign direct
investment into telecom sector since 2005. Telenor has just announced committment to another 1B.
June 2003 I Pakistan Mobile Market Overview I [email protected] I @teller
TELECOM CHALLENGES
WANT TO REACH THEM?
The fastest and most affordable way of reaching and researching consumers in Pakistan is with mobile surveys.We offer access to profiled respondents on smartphones, feature phones and tablets.
June 2003 I Pakistan Mobile Market Overview I [email protected] I @teller
You only pay for completed surveys.
VISIT WWW.ANSR.IO
Thank you!
@adamdawood, @inspirex, @WaqasADay,
@babushka99, @eskimon
Photos: Murtaza Mahmud, Natasha d.H
Creative Commons: adapt, modify, use as you like, but please give credit
