Smartphone User Persona Report 2015 - Philippines (Infograph)
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Segmentation of smartphone users as per their profile and app usage PHILLIPHINES SMARTPHONE GROWTH STORY SHARE IN SMARTPHONE USER BASE 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 SPENT Mins/Day 128 APPS/GAMES Installs/Month 15.7 TOTAL DATA CONSUMPTION MB/Day 339 SHARE IN SMARTPHONE USER BASE 16% • 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 SPENT Mins/Day 139 APPS/GAMES Installs/Month 8.0 TOTAL DATA CONSUMPTION MB/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. SHARE IN SMARTPHONE USER BASE 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 SPENT Mins/Day 141 APPS/GAMES Installs/Month 10.3 TOTAL DATA CONSUMPTION MB/Day 324 They primarily spends most of their time playing games on their smartphones. Seldom access apps & sites and time spent on offline activities is more than 40% of total time. SHARE IN SMARTPHONE USER BASE 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 SPENT Mins/Day 132 APPS/GAMES Installs/Month 9.7 TOTAL DATA CONSUMPTION MB/Day 299 UTILITARIANS Their usage is primarily utility-driven and they spend the highest amount of time on eBook apps. SHARE IN SMARTPHONE USER BASE POWER USERS 14% OVER-INDEXING PROFILE TIME SPENT Mins/Day 144 APPS/GAMES Installs/Month 9.8 TOTAL DATA CONSUMPTION MB/Day 280 This persona spends the highest time on smartphone. Their engagement with shopping apps is the highest. SHARE IN SMARTPHONE USER BASE 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 SPENT Mins/Day 131 APPS/GAMES Installs/Month 8.7 TOTAL DATA CONSUMPTION MB/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 PHILLIPINES Reach 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 ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? 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 ? • 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) SHARE IN SMARTPHONE USER BASE SOCIAL STARS 11% OVER-INDEXING PROFILE TIME SPENT Mins/Day 136 APPS/GAMES Installs/Month 8.0 TOTAL DATA CONSUMPTION MB/Day 251 Identified by highest engagement on social networking, chat and VOIP apps. 36 Years old and above Predominantly Female
Transcript of Smartphone User Persona Report 2015 - Philippines (Infograph)
Segmentation of smartphone users as per their profile and app usage
PHILLIPHINES SMARTPHONE GROWTH STORY
SHARE IN SMARTPHONE USER BASE
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
SHARE IN SMARTPHONE USER BASE16%
• 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.
SHARE IN SMARTPHONE USER BASE
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.
SHARE IN SMARTPHONE USER BASE
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.
SHARE IN SMARTPHONE USER BASE
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.
SHARE IN SMARTPHONE USER BASE
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
?
• 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)
SHARE IN SMARTPHONE USER BASE
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
