Mobile Internet Consumer Singapore
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Transcript of Mobile Internet Consumer Singapore
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THE MOBILEINTERNET CONSUMER SINGAPORE 2013AUDIENCE INSIGHTS ON MOBILE WEB AND APP USERS
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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.
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DEMOGRAPHICS
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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 |
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Gender
2/3rd of mobile internetusers are men in SEA
37%FemaleMale
66% 34%
63 %* 37 %*
*SEA AVERAGE 4THE MOBILE INTERNET CONSUMER - SINGAPORE 2013 |
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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
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*SEA AVERAGE
Occupation
7% Currentlynot working /Retired
Student13%55% Full timejob
Housewives3%
7% $Part timejob
Self Employed Professional10%
Business5%Over 50% of mobile internet users in Singapore are full-time employees
6%*
18%*
4%*
41%*
10%*
8%*
13%*
6THE MOBILE INTERNET CONSUMER - SINGAPORE 2013 |
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CONSUMPTION PATTERN
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Mobile content downloaded in the last month
Game / App Video Music Themes
60%44% 29% 28%
Only 13% of mobile internet users in Singapore download all types of Mobile content in a month, least in SEA region
8THE MOBILE INTERNET CONSUMER - SINGAPORE 2013 |
67%* 46%* 38%* 32%*
*SEA AVERAGE
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9THE MOBILE INTERNET CONSUMER - SINGAPORE 2013 | *SEA AVERAGE
55%*
42%*
27%*
36%*
Users love mobile ads that help them... Game / App Video
Ringtone / Song Wallpaper / Screensaver
21%
29%Mobile internet users in Singapore find mobile ads very useful to locate something nearby
Download mobile content
Find a good deal on something
Learn about a brand
Locate something nearby
47% |
40% |
28% |
36% |
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$PURCHASING POWER
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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 |
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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%*
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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
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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.
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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