Vserv's Mobile Internet Consumer 2013 report in association with The Mobile Marketing Association (MMA), provides audience insights for media planners & brand advertisers. It is designed to help them plan their media strategy for reaching the right target audience through Mobile Web & Apps across these fast-growing regions.

1. THE MOBILE
INTERNET CONSUMER
SOUTHEAST ASIA 2013
AUDIENCE INSIGHTS ON MOBILE WEB AND APP USERS

2. THE MOBILE INTERNET CONSUMER - SOUTHEAST ASIA 2013 |
Preface
2
The Mobile Internet Consumer - Southeast Asia 2013 report produced by MMA &
Vserv addresses the audience insights of the growing mobile internet user base in
the Southeast Asia (SEA) region. This report focuses on profiling the mobile web &
app users, their purchasing power, lifestyle and consumption pattern. The findings
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 & brand
advertisers. 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 right target
audience through Mobile Web & Apps. The Mobile Internet Consumer report is
available for India, Southeast Asia, Middle East & Africa and Latin America.

3. THE MOBILE INTERNET CONSUMER - SOUTHEAST ASIA 2013 |
DEMOGRAPHICS
3THE MOBILE INTERNET CONSUMER - SOUTHEAST ASIA 2013 |

4. THE MOBILE INTERNET CONSUMER - SOUTHEAST ASIA 2013 |
28%
32%
21%
Almost half of the mobile
internet users in South
East Asia are less than 24
years of age
Less than 18 yrs
18-24 yrs
25-35 yrs
more than 35 yrs
4
Age
19%

5. THE MOBILE INTERNET CONSUMER - SOUTHEAST ASIA 2013 |
Over 60 % of mobile
internet users in South
East Asia are men
Male Female
37%
63%
5
Gender

6. THE MOBILE INTERNET CONSUMER - SOUTHEAST ASIA 2013 |
Almost half of mobile internet users in India are highly educated
Graduate / Post Graduate
Diploma / Undergraduate
Schooling upto 12 yrs
6
Education
36%
27%
27%
10%Uneducated

7. THE MOBILE INTERNET CONSUMER - SOUTHEAST ASIA 2013 |
Over 70% of
mobile internet
users in SEA are
employed and
around 20 % are
students
7
Occupation
Business13%
Self Employed
Professional8%
Full-time job41%
Part-time job10%
Currently
not working6%
Housewife4%
Student18%

8. THE MOBILE INTERNET CONSUMER - SOUTHEAST ASIA 2013 |
CONSUMPTION PATTERN
8THE MOBILE INTERNET CONSUMER - SOUTHEAST ASIA 2013 |

9. THE MOBILE INTERNET CONSUMER - SOUTHEAST ASIA 2013 |
67%
46%
38%
32%
Besides browsing,
email and chat,
Mobile Internet
users love
downloading mobile
content.
Game / App Video Music Themes
9
Mobile content downloaded
in the last month

10. THE MOBILE INTERNET CONSUMER - SOUTHEAST ASIA 2013 |
Download mobile content
Find a good deal on something
Learn about a brand
Locate something nearby
Mobile Internet users enjoy getting content and deals through mobile
ads. Brands leveraging this consumption behavior drive higher
engagement & recall.
10
Users love mobile ads that help them...
55%
42%
36%
27%

11. THE MOBILE INTERNET CONSUMER - SOUTHEAST ASIA 2013 |
PURCHASING POWER
11THE MOBILE INTERNET CONSUMER - SOUTHEAST ASIA 2013 |

12. THE MOBILE INTERNET CONSUMER - SOUTHEAST ASIA 2013 |
Payment Cards
23%
Consumer Durables
38%
Automobiles
32%
Mobile Internet users are economically stronger,
with a high penetration of Televisions,
Refrigerators, Cars & other products.
Connected Devices
Computers Tablets
29%39%
12
Product Ownership

13. THE MOBILE INTERNET CONSUMER - SOUTHEAST ASIA 2013 |
Restaurant
Movie Theatre
Shopping Mall / Market
Mobile Internet users frequently eat out, watch movies and
go shopping, indicating high disposable income & affluence.
13
Affluent Lifestyle
41%
47%
58%

14. The Mobile Internet Consumer report produced by MMA & Vserv is based on a
primary survey of over 3000 mobile web & app users. The survey was conducted
using random sampling for natural representation of the target group across 6 key
countries in Southeast Asia - Indonesia, Malaysia, Philippines, Singapore, Thailand
and Vietnam. The overall Southeast Asia averages were weighted as per the
regional composition of mobile internet users in each focus country.
About the study
To know more about The Mobile Internet Consumer report, please write to us at
insights@vserv.com or visit vserv.com/insights

15. The Mobile Marketing Association (MMA) is the premier global non-profit 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 fifty countries around
the globe, include all members of the mobile media ecosystem. The Mobile
Marketing Association’s global headquarters are located in the United States and it
has regional chapters including North America (NA), Europe (EUR), Latin American
(LATAM) and Asia Pacific (APAC) branches.
About the Mobile Marketing Association (MMA)
For more information, please visit www.mmaglobal.com. For information relating
to the MMA’s Mobile Marketing Forum series, please visit
www.mobilemarketingforum.com.

16. Vserv is a leading mobile marketing platform that delivers smart data led results to
marketers, app developers, telcos and data partners. Powered by its award winning
market first technologies, the company drives engaging mobile experiences for the
emerging billion mobile internet users. Founded in 2010; Vserv has 500 million+
unique user profiles and a global footprint with offices across USA, UK, South Africa,
India, Dubai, Singapore, Thailand, Indonesia, Malaysia, Philippines & Vietnam.
About Vserv
Visit www.vserv.com for more details or follow Vserv.com on: @vserv