Smartphone User Persona Report 2015 - Philippines

Segmentation of smartphone users as per their profile and app usage

SMARTPHONE USER PERSONA REPORT 2015

PHILIPPINES

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PHILIPPINES SMARTPHONE GROWTH STORY

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)

YOUNG SMARTPHONE USER BASE

AGE GROUP WISE BREAK UP (%)

65% of smartphone users are under 30 years

31%

28%

16%

9%

11%

< 18 Y.O.

18-24 Y.O.

40+ Y.O.

36-40 Y.O.

31-35 Y.O.

25-30 Y.O.

Marketers need to think beyond

just demographics and consider

smartphone user profiling based on

interactions with their devices.

Nielsen Smartphone user segmentation study, Philippines, 2015

6%

2

11%

MAPPING SMARTPHONE USER PERSONASSMARTPHONE USER BASE COMPOSITION : SHARE (%)

APP JUNKIESBiggest consumers of data, with thehighest number of app and game installs per month

GAMING BUFFSUse their smartphones primarily for gaming

UTILITARIANSUsage is primarily Utility-driven, and engagement ishighest with ebook apps.

DABBLERSSeldom access apps & sites and time spent on o�ine activitiesis more than 40% of total time.

SOCIAL STARSSpend most time on smartphones using social networking and chatting apps

EXPLORERSHighest time spent on browsing, searching with highoverall data consumption

17%

14%

14%

16%

14%

14%


POWER USERSHighest time spent on smartphone and shopping apps.

3

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140

10.0

312

128

15.7

339

139

8.0

331

141

10.3

324

9.8

280

131

8.7

338

9.7

299

Overall

Time SpentMinutes / Day

Apps & GamesInstalls / Month

Total DataConsumptionMB / Day

App

JunkiesDabblers

GamingBu�s

PowerUsers

Explorers UtilitariansSocial Stars

LAZADA ZALORA

REACH (%) 14.6 3.3 1.5

SHOPPING

CLASH OF CLANS CANDY CRUSH SAGA CANDY CRUSH

SODA SAGA

REACH (%)42.4 14.9 10.9

MOBILEGAMING


Smartphone users in Philippines, on an average, spend 140 minutes per day on their device. However usage pattern varies across smartphone user personas

SPOTIFY GUVERA MUSIC SING KARAOKE

REACH (%) 8.9 7.2 3.2

4

Multiple apps vying for the top spot within Shopping, Mobile Gaming & Music Streaming categories

144 132

8.0

251

136

MUSIC STREAMING

eBAY


SHARE IN SMARTPHONE USER BASEMakes up the largest segment in Smartphone User basein Philippines. Identified by their highest number of app and game installs and data consumption in a month.

• 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)

TOP 5 DEVICES

Cherry Mobile H870

Zenfone 5

Galaxy S4

Galaxy S Duos 2

Liquide S100FREQUENTLY USED APPS

YouTubeGoogle Play Share It

APP JUNKIES

17%

OVER-INDEXING PROFILE

18-24 Years Old Predominantly Male

Total Time Spent (Mins/Day)128

DATA CONSUMEDMB PER DAY

Time-band

31

8pm - 12am

Mins

57 MBCellular

Wifi 282 MB

MOBILE PRIME TIMETIME BAND / MINS

INSTALLSPER MONTH

11.2Apps

Games 4.5

5

O�ine Activities Calls &Messaging

Online Apps Browsing

16MIN

11MIN

46MIN

55MIN

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SHARE OF TIME SPENT PER DAY (%)

Numbers in the table indicate Time Spent by Users (Mins/Day)

SOCIALIZING

Social Networking

Chat and VOIP

30.9

7.8

UTILITY

SMS

eBooks

Call

Memory Manager

Keypad Locker

12.9

4.3

4.0

3.9

3.3

SHOPPING

Mobile Coupons

Travel Planner

Shopping

Mobile Payment

0.9

0.6

0.6

0.1

ENTERTAINMENT

Games

Video

Media Players

Image Apps

Media File Viewer

35.9

6.3

5.2

5.1

3.4

SEEKING INFO

Browsers

App Stores

Search

Blogging

Recipes

Sport Apps

11.6

2.3

1.0

0.8

0.3

0.3

26%

1%

24%

11%

38%


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6


Time-band

30

8pm - 12am

Mins

66 MBCellular

Wifi 265 MB


INSTALLSPER MONTH

6.0Apps

Games 2.0

31-35 Years Old Balance of Male and Female


SHARE IN SMARTPHONE USER BASESeldom access apps & sites and time spent on o�ine

activities is more than 40% of total time.

• 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)

TOP 5 DEVICES

Galaxy Note 3

Galaxy S4

Galaxy S lll

One Touch Pop C3

Galaxy S IIFREQUENTLY USED APPS

Clash of Clans Facebook Native Browser

DABBLERS

16%


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15MIN

12MIN

54MIN

58MIN

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SOCIALIZING

Social Networking

Chat and VOIP

33.8

10.5

UTILITY

Memory Manager

SMS

Keypad Locker

Health

Call

11.5

11.2

7.3

4.9

4.3

SHOPPING

Mobile Coupons

Shopping

Travel Planner

Mobile Payment

1.2

0.9

0.4

0.1

ENTERTAINMENT

Games

Video

Image Apps

Media Players

Media File Viewer

36.7

7.7

3.5

3.3

2.7

SEEKING INFO

Browsers

Recipes

App Stores

Search

Sport Apps

12.1

1.8

1.7

1.2

0.8


29%

1%

26%

11%

34%


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8


Time-band

33

8pm - 12am

Mins

50 MBCellular

Wifi 274 MB


INSTALLSPER MONTH

7.0Apps

Games 3.3

25-30 Years Old Predominantly Male


SHARE IN SMARTPHONE USER BASEThey primarily spends most of their time playing games on

their smartphones.

TOP 5 DEVICES

Galaxy S4

Galaxy Note

Galaxy Grand

Zenfone 5

Xperia ZFREQUENTLY USED APPS

Clash of Clans Candy CrushSoda Saga

Criminal Case

14%


9




20MIN

48MIN

13MIN

GAMING BUFFS

• Highest time spent on gaming apps (39.2 Mins/Day)

• Highest engagement in the mobile primetime

(33 Mins/Day)

60MIN


39.2

6.9

6.2

3.9

3.8

13.7

1.6

1.3

1.1

0.5



SOCIALIZING

Social Networking

Chat and VOIP

30.0

8.6

UTILITY

SMS

Call

eBooks

Memory Manager

Keypad Locker

15.5

5.2

4.1

3.1

2.8

SHOPPING

Mobile Coupons

Shopping

Travel Planner

Mobile Payment

2.9

1.0

0.9

0.1

ENTERTAINMENT

Games

Video

Media Players

Image Apps

Media File Viewer

SEEKING INFO

Browsers

App Stores

Sport Apps

Blogging

Search

1%

25%

11%

38%

10

25%


Time-band

32

8pm - 12am

Mins

45 MBCellular

Wifi 254 MB


INSTALLSPER MONTH

7.1Apps

Games 2.6

18-24 Years Old Predominantly Female




20MIN

42MIN

12MIN

58MIN


TOP 5 DEVICES

Zenfone 5

Cherry Mobile H870

Galaxy Note II

Galaxy S4

Galaxy AceFREQUENTLY USED APPS

Wattpad GO SMS Merriam-Webster

UTILITARIANS


11

SHARE IN SMARTPHONE USER BASETheir usage is primarily utility-driven and they spend the

highest amount of time on eBook apps.

• Smartphone usage highly skewed towards utility apps (31%)

• Highest time spent on eBooks (16.3 Mins/day)

14%

SOCIALIZING

Social Networking

Chat and VOIP

34.6

7.1

UTILITY

eBooks

SMS

Keypad Locker

Memory Manager

Camera

16.3

15.8

5.6

5.2

2.6

SHOPPING

Shopping

Mobile Coupons

Mobile Payment

Travel Planner

1.9

1.1

0.7

0.4

ENTERTAINMENT

Games

Video

Image Apps

Media Players

Media File Viewer

22.1

8.7

5.9

5.1

4.2

SEEKING INFO

Browsers

App Stores

Sport Apps

Search

Blogging

12.4

1.3

1.3

1.0

0.9

29%

1%

31%

10%

29%




12


Time-band

31

8pm - 12am

Mins

46MBCellular

Wifi 234 MB


INSTALLSPER MONTH

6.2Apps

Games 3.6

Below 18 & Above 36 Years old Predominantly Male


SHARE IN SMARTPHONE USER BASEThis persona spends the highest time on smartphone. Their engagement with shopping apps is the highest.

• Highest time spent on smartphone (144 Mins/Day)

• Highest time spent (Mins/Day) on shopping apps (2.3)

TOP 5 DEVICES

Galaxy S4

Galaxy Note II

Galaxy S III

Zenfone 5

Galaxy Note 3FREQUENTLY USED APPS

Lazada FacebookMessenger

Clash of Clans

14%


13



19MIN

10MIN

56MIN

58MIN


POWER USERS




14

Social Networking

Chat and VOIP

30.2

12.5

UTILITY

SMS

Memory Manager

eBooks

Call

Phone Management Facility

14.8

9.5

8.3

6.0

2.3

SHOPPING

Shopping

Mobile Coupons

Travel Planner

Mobile Payment

2.3

1.6

1.0

0.3

ENTERTAINMENT

Games

Video

Media Players

Image Apps

Media File Viewer

38.4

8.0

4.3

3.3

3.2

SEEKING INFO

Browsers

Recipes

App Stores

Search

Sport Apps

10.3

3.0

2.0

1.3

1.0

28%

1%

25%

9%

36%

SOCIALIZING


Time-band

29

8pm - 12am

Mins

61 MBCellular

Wifi 277 MB


INSTALLSPER MONTH

6.7Apps

Games 2.0


SHARE IN SMARTPHONE USER BASEIdentified by highest time spent on browsing & searching. Their data consumption is also very high.

• 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)

TOP 5 DEVICES

Galaxy Grand Prime

Galaxy Note II

Galaxy Note 3

Zenfone 5

Galaxy AceFREQUENTLY USED APPS

Chrome Browser Lazada YouTube

14%


25 - 30 Years old Predominantly Female

EXPLORERS

15



20MIN

13MIN

59MIN

39MIN





16

Social Networking

Chat and VOIP

30.7

14.4

UTILITY

SMS

eBooks

Call

Keypad Locker

Anti-Virus

14.0

8.3

6.3

3.8

3.4

SHOPPING

Mobile Coupons

Shopping

Travel Planner

Mobile Payment

4.1

1.6

0.8

0.4

ENTERTAINMENT

Games

Video

Media Players

Image Apps

Media File Viewer

23.3

8.8

4.1

3.8

2.7

SEEKING INFO

Browsers

App Stores

Search

Recipes

Blogging

13.6

1.5

1.0

0.5

0.4

32%

1%

29%

12%

26%

SOCIALIZING


Time-band

32

8pm - 12am

Mins

26 MBCellular

Wifi 225 MB


INSTALLSPER MONTH

5.8Apps

Games 2.2


SHARE IN SMARTPHONE USER BASEIdentified by highest engagement on social networking, chat and VOIP apps.

• 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)

TOP 5 DEVICES

Galaxy Note 3

Galaxy S5

Galaxy S Duos 2

Galaxy Note II

One Touch 6030XFREQUENTLY USED APPS

Facebook Viber Skype

11%


36 Years old and above Predominantly Female

17



18MIN

9MIN

66MIN

44MIN


SOCIAL STARS




18

Social Networking

Chat and VOIP

40.0

14.4

UTILITY

SMS

Call

Memory Manager

eBooks

Astrologer

13.4

5.2

4.9

3.9

2.7

SHOPPING

Travel Planner

Mobile Coupons

Shopping

Phone Wallet

Mobile Payment

3.0

1.3

1.1

0.2

0.1

ENTERTAINMENT

Games

Video

TV

Image Apps

Media File Viewer

31.2

6.1

4.5

3.1

3.1

SEEKING INFO

Browsers

Sport Apps

App Stores

Search

Recipes

8.8

2.9

1.6

1.2

1.2

39%

1%

24%

8%

28%

SOCIALIZING

VSERV’S UNPARALLELED REACH ACROSS THE FILIPINO SMARTPHONE USER BASE

VSERV HAS ACCESS TO 63% OF THE

SMARTPHONE USER BASE IN PHILIPPINES

Reach Across All Smartphone User Personas in Philippines ( In Millions )

2.2

2.2

2.2

2.2

2.5

2.6

Utilitarians

1.7Social Stars

Explorers

Gaming Bu�s

Power Users

Dabblers

App Junkies

19

Methodology

BROUGHT TO YOU BY

20

The smartphone user personas are derived

from automated usage data collected from 1810

Smartphone users across Philippines.

Actual smartphone usage and consumption

patterns are captured with innovative

smartphone metering technology installed by

opt-in panelists on their smartphones.

Six smartphone user personas emerged from

the two-step cluster analysis done using 27

actual smartphone usage parameters as input

variables, captured over a 3-month period

(Q2 2015)

Nielsen Smartphone User Segmentation, 2015

21

Vserv is the leading smart data platform for mobile marketing

and commerce. The platform has the largest mobile internet

user base in India & Southeast Asia with unique and rich

insights on these users. Vserv’s revolutionary platform

transforms big data to smart data, empowering companies to

achieve sharper results. Founded in 2010, Vserv has over 500

Mn unique user profiles globally, and is backed by Maverick

Capital, IDG Ventures India & Epiphany Ventures.

For details, please visit www.vserv.com

Nielsen Holdings plc

(NYSE: NLSN) is a global performance

management company that provides a

comprehensive understanding of what consumers Watch

and Buy. Nielsen's Watch segment provides media and advertising

clients with Total Audience measurement services across all devices

where content — video, audio and text — is consumed. The Buy

segment o�ers consumer packaged goods manufacturers and

retailers the industry's only global view of retail performance

measurement. By integrating information from its Watch and Buy

segments and other data sources, Nielsen providesits clients with

both world-class measurement as well as analytics that help improve

performance. Nielsen, an S&P 500 company, has operations in over

100 countries that cover more than 90 percent of the world's

population. For more information, visit www.nielsen.com.

ABOUT VSERV

ABOUT NIELSEN

Smartphone User Persona Report 2015 - Philippines

Marketing

Transcript of Smartphone User Persona Report 2015 - Philippines