Segmentation of smartphone users as per their profile and app usage

THAILAND SMARTPHONE GROWTH STORY

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SOCIAL STARS

20%

Smartphone users in Thailand, on an average, spend 160 min per day on their device. However usage pattern varies across smartphone user personas.

• Over half the total time is spent on social networking and chatting (73.6 Mins/Day)

• Lowest time spent on browsing (11 Mins/Day)

OVER-INDEXING PROFILE

18-24 Years Old Predominantly Male

TIME SPENTMins/Day

140APPS/GAMESInstalls/Month

10.5TOTAL DATACONSUMPTIONMB/Day

508

SHARE IN SMARTPHONE USER BASE20%

• Lowest time spent on smartphone (122 Mins/Day)

• Lowest number of apps & games installed (7.4

Installs/Month) and overall data consumption (Wifi + Cellular).(424 MB/Day)

OVER-INDEXING PROFILE

31-40 Years Old Predominantly Female

TIME SPENTMins/Day

122APPS/GAMESInstalls/Month

7.4TOTAL DATACONSUMPTIONMB/Day

424

DABBLERS

This persona is characterized by highest share of time spent on social networking and chatting apps.

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POWER USERS

17%

• Highest time spent on smartphone (208 Mins/Day)• Highest time spent (Mins/Day) on gaming (37.5), chat and VOIP apps (62.4)• Prime time starts an hour later as compared to other personas (8pm - 11pm)

• Highest engagement with smartphone for traditional

communication i.e. phone calls and text messaging

(19 Mins/Day)

OVER-INDEXING PROFILE

31-40 Years Old Predominantly Male

TIME SPENTMins/Day

208APPS/GAMESInstalls/Month

10.6TOTAL DATACONSUMPTIONMB/Day

535

This persona spends the highest time on smartphone. Highest engagement with gaming, chat & VOIP apps.

This persona has lowest engagement with their smartphoneand consumes the least amount of data

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17%

• Highest overall (Wi-Fi + Cellular) data consumption (604 MB/Day)

• Higher than average engagement (Mins/Day) with gaming (27.8) and social networking apps (38.3)

• Prime time starts an hour later as compared to other personas (8pm - 11pm)

OVER-INDEXING PROFILE

18-24 Years Old Predominantly Female

TIME SPENTMins/Day

130APPS/GAMESInstalls/Month

11.3TOTAL DATACONSUMPTIONMB/Day

505

CONVERSATIONALISTS

This persona uses smartphones primarily for making calls.

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DATA GUZZLERS 13%

OVER-INDEXING PROFILE

TIME SPENTMins/Day

169APPS/GAMESInstalls/Month

10.7TOTAL DATACONSUMPTIONMB/Day

604

This persona is identified by its data consumption which is the highest among all the personas

SHARE IN SMARTPHONE USER BASE

13%

• Highest time spent (Mins/Day) on browsing (17.9), searching (1.4) and shopping online (9.8)

OVER-INDEXING PROFILE

TIME SPENTMins/Day

191APPS/GAMESInstalls/Month

8.7TOTAL DATACONSUMPTIONMB/Day

467

EXPLORERS

Identified by highest time spent on browsing, searching, shopping online and social networking.

25-30 Years Old Predominantly Male

25-30 Years Old Predominantly Female

VSERV HAS ACCESS TO 40% OF THE SMARTPHONE USER BASE IN THAILAND

Reach across all smartphone user personas in Thailand (in millions)

Nielsen Smartphone user segmentation study, Thailand, 2015

1.1MN

DATA GUZZLERS

1.6MN

SOCIAL STARS

1.4MN

POWER USERS

1.1MN

EXPLORERS

1.6MN

DABBLERS

1.4MN

CONVERSATIONALIST

SMARTPHONE USER PERSONA REPORT 2015

THAILAND

14.4

2013 2014 2015 2016 2017

17.5

20.4

22.8

25.0

CAGR (2013-17)15%

Source: eMarketer

SMARTPHONE USER BASE

IN THAILAND (IN MILLIONS)

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