Smartphone User Persona Report 2015 - Thailand (Infograph)
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Segmentation of smartphone users as per their profile and app usage THAILAND SMARTPHONE GROWTH STORY SHARE IN SMARTPHONE USER BASE 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 SPENT Mins/Day 140 APPS/GAMES Installs/Month 10.5 TOTAL DATA CONSUMPTION MB/Day 508 SHARE IN SMARTPHONE USER BASE 20% • 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 SPENT Mins/Day 122 APPS/GAMES Installs/Month 7.4 TOTAL DATA CONSUMPTION MB/Day 424 DABBLERS This persona is characterized by highest share of time spent on social networking and chatting apps. SHARE IN SMARTPHONE USER BASE 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 SPENT Mins/Day 208 APPS/GAMES Installs/Month 10.6 TOTAL DATA CONSUMPTION MB/Day 535 This persona spends the highest time on smartphone. Highest engagement with gaming, chat & VOIP apps. This persona has lowest engagement with their smartphone and consumes the least amount of data SHARE IN SMARTPHONE USER BASE 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 SPENT Mins/Day 130 APPS/GAMES Installs/Month 11.3 TOTAL DATA CONSUMPTION MB/Day 505 CONVERSATIONALISTS This persona uses smartphones primarily for making calls. SHARE IN SMARTPHONE USER BASE DATA GUZZLERS 13% OVER-INDEXING PROFILE TIME SPENT Mins/Day 169 APPS/GAMES Installs/Month 10.7 TOTAL DATA CONSUMPTION MB/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 SPENT Mins/Day 191 APPS/GAMES Installs/Month 8.7 TOTAL DATA CONSUMPTION MB/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) ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ?
Transcript of Smartphone User Persona Report 2015 - Thailand (Infograph)
Segmentation of smartphone users as per their profile and app usage
THAILAND SMARTPHONE GROWTH STORY
SHARE IN SMARTPHONE USER BASE
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.
SHARE IN SMARTPHONE USER BASE
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
SHARE IN SMARTPHONE USER BASE
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.
SHARE IN SMARTPHONE USER BASE
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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