Mobile media consumption presentation philippines

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  • Research Objectives:Provide a robust view on the changing media consumption and usage behaviors of mobile users in a representative set of high growth marketsSet the foundation for an ongoing longitudinal studyGeographic CoverageSample of over 22,000 mobile consumers in 20 markets across all continents1,010 respondents in the Philippines, all responding in Tagalog
  • Research MethodologyRecruited via InMobi global mobile ad network between September 2011and March 2012Used Decision Fuel mobile web platform to collect a representative sample, including a full range of smart phones & feature phonesWeighted according to available relevant demographicsFour quality control mechanisms applied with approximately 10% of completes removed from sample
  • Research MethodologyRecruited via InMobi global mobile ad network between September 2011and March 2012Used Decision Fuel mobile web platform to collect a representative sample, including a full range of smart phones & feature phonesWeighted according to available relevant demographicsFour quality control mechanisms applied with approximately 10% of completes removed from sample
  • Mobile media consumption presentation philippines

    1. 1. MOBILE DEVICES & MEDIA CONSUMPTION IN PHILIPPINES: A ‘NEW WAVE’ TAKES SHAPE
    2. 2. OBJECTIVES Understand mobile media consumption and how it’s changing… Recruited via InMobi global mobile ad network, conducted over Decision Fuel mobile platform 22,000 respondents 20 key markets globally 1,010 respondents in the Philippines, all responding in Tagalog
    3. 3. Research is focused on those who use mobile media… MOBILE SAVVYUSERS RESEARCH METHODOLOGY*
    4. 4. … including native apps & mobile websites. MOBILE SAVVYUSERS RESEARCH METHODOLOGY*
    5. 5. • Founded and headquartered in Asia, with offices in Hong Kong, Shanghai and Singapore • Independent mobile research specialist – providing effective and actionable research insights via mobile • Tailored, high-quality and rapid-turnaround approach • Highly experienced team with extensive regional credentials over past 12+ years • Deep expertise in research insights: – Research design & execution – Sophisticated analytics • Powerful research platform: – Ability to deploy very rapidly and flexibly bite-sized mobile research
    6. 6. • Over 93bn ad impressions; 578mn unique users monthly • Live in 165 countries; 13,000+ Sites & Apps • $US 215mn funding – Softbank, KPCB, Sherpalo • Acquired Sprout – Leading Innovator in Rich Media Ads & HTML 5
    7. 7. 50% MALE50% FEMALE GENDER AGE CITY TIER MOBILE SAVVYUSERS 18% 34% 35% 9% 4% 45 and above 35-44 25-34 20-24 15-19 39% 9% 31% 21% Tier 1 Tier 2 Tier 3 Tier 4Sample size: n =1,010 Tier 1: Metro Manila Tier 2: Cebu, Davao, Cagayan de Oro, Bacolod Tier 3: Other City or Large Town Tier 4: A Small Town or Village DEMOGRAPHIC PROFILE
    8. 8. Our Mobile Barometer shows a strong inverse correlation between wealth and mobile centricity Malaysia Australia Hong Kong Singapore South Africa Brazil Kenya Indonesia India South Korea Taiwan China Upper Income Middle Income Lower Income Mobile Centricity Low High U.S. U.K. Vietnam Philippines Japan Thailand New Zealand Nigeria Mobile centricity defined by: • Relative importance of mobile in media consumption • Comfort level with transacting through device • Breadth and depth of mobile activity • Mobile influence on offline and online purchasing behavior Source: Decision Fuel and InMobi research, sample n = 23,165; Worldbank 2009/2010 GNI PPP Intl $s; R sqr = 0.55
    9. 9. Executive Summary: A new wave of mobile consumer behavior is creating changes in the Philippines mobile landscape Who? • Moving into the mainstream: mobile is becoming the leading source of media across the board • This phenomenon is widespread and even for “Late Adopters”, mobile usage is neck and neck with desktop What? • Mobile has surpassed Desktop and TV in terms of time spent • Mobile usage is now skewed towards social media & communication, games and entertainment Why? • Key drivers/enablers for new mobile consumers: ease of use, always-there- availability and usage privacy • Rapidly increasing accessibility of features, apps and services Advertising Impact • Comfort levels are already high with mobile as an advertising platform • Although mobile is impacting purchase behavior…it is not yet being fully leveraged • With this opportunity, however, comes responsibility
    10. 10. GENERAL MEDIA CONSUMPTION
    11. 11. 6.4HOURS OF MEDIA PER DAY THE AVERAGE MOBILE WEB USER IN PHILIPPINES CONSUMES Sample size: n =1,010
    12. 12. 6.4HOURS OF MEDIA PER DAY THE AVERAGE MOBILE WEB USER IN PHILIPPINES CONSUMES Using mobile (ex SMS/calls) Watching TV Listening to Radio Online via desktop/laptop Reading Magazines /Newspapers Sample size: n =1,010 132 minutes 104 minutes 77 minutes 49 minutes 24 minutes
    13. 13. 35% of consumers in Philippines multi- task while watching TV Sample size: n =1,010 Media Usage is not independent – there is significant dual screen behavior
    14. 14. DIGITAL MEDIA CONSUMPTION: PC VS MOBILE
    15. 15. Mostly via desktop Evenly split between both Mostly via mobile 67% now see mobile as either their primary or exclusive means of going online „ H o w d o y o u t y p i c a l l y g o o n l i n e t o s u r f t h e w e b ? ‟ 5% 28% 31% Only via mobile 36% Sample size: n =1,010
    16. 16. 19% 16% 19% 23% 23% 18% 15% 5% 9% 10% 3% 5% 5% 4% 5% 5% 55% 55% 45% 42% 39% 37% 35% 25% 34% 25% 20% 28% 23% 32% 23% 13% 20% 22% 29% 19% 22% 23% 26% 45% 31% 38% 49% 31% 36% 27% 32% 35% 6% 7% 7% 16% 16% 22% 24% 25% 26% 27% 28% 36% 36% 37% 40% 47% Taiwan Korea China Hong Kong Australia Japan Singapore Vietnam Malaysia New Zealand Kenya Philippines India Brazil South Africa Indonesia „ H o w d o y o u t y p i c a l l y g o o n l i n e t o s u r f t h e w e b ? ‟ Similar to other regional markets, mobile is becoming a major component of internet behavior in Philippines Mostly via desktop Evenly split between both Mostly via mobile Only via mobileSample size: n =17,421
    17. 17. MOBILE MEDIA BEHAVIOURS: WHO WHY WHERE WHAT HOW?
    18. 18. WHO? Early Adopters Late Adopters Philippines’ new wave of mobile users is increasingly including a significant proportion of ‘regular’ consumers (not only early adopters) H o w d o y o u f e e l a b o u t t h e f o l l o w i n g s t a t e m e n t : “ I a m u s u a l l y t h e f i r s t a m o n g m y f r i e n d s t o a c q u i r e n e w t e c h n o l o g y ” ? Sample size: n =1,010 27% 25% 28% 12% 8% Completely agree Somewhat agree Neutral Somewhat disagree Completely disagree
    19. 19. “I can use it privately” 40% “It’s easy to use” 46% 46% 40% 31% 27% 15% It's easy to use I can use it privately Saves money It's always there Boredom WHY? Sample size: n =1,010
    20. 20. WHERE? Mobile is becoming an important companion, particularly for the in between times 35% While watching TV 63% Lying in bed 27% Waiting for something 14% Commuting 21% Spending time with family 6% Shopping 8% In the bathroom 6% social event 6% in a meeting or class Sample size: n =1,010
    21. 21. WHAT? Sample size: n =1,010
    22. 22. WHAT? GROWTH Sample size: n =1,010 Growth in mobile use in the coming year is likely to come mainly from social media, followed by entertainment 6% 7% 8% 8% 8% 22% 24% 39% 78% Virtual experience / augmented reality Mobile banking Bill payments Shopping Search for local information and… Search for general information Send and Receive E-mail Entertainment Social Media
    23. 23. MOBILE SITES HOW? 69% M o b i l e W e b 31% A p p s Sample size: n =910 What‟s your favourite mode for receiving mobile content?
    24. 24. MOBILE MEDIA BEHAVIOURS: ADVERTISING
    25. 25. After TV, mobile is most impactful at influencing purchase decisions 0% 10% 20% 30% 40% 50% 60% 70% 80% 8% 9% 40% 63% 17% 49% 15% W h i c h t w o f o r m s o f m e d i a m o s t i m p a c t y o u r p u r c h a s i n g d e c i s i o n s ? Sample size: n =947
    26. 26. of mobile users are as comfortable with mobile advertising as they are with TV or online advertising 9% 3% 42% 46% No opinion, I don't think much about ads on my phone Less comfortable, I find them intrusive Equally comfortable, I'm getting used to seeing them More comfortable, I find them to be very useful C o m p a r e d t o o t h e r f o r m s o f a d v e r t i s i n g l i k e T V o r o n l i n e , h o w c o m f o r t a b l e a r e y o u w i t h m o b i l e w e b a n d m o b i l e a p p a d v e r t i s e m e n t s ( n o t S M S ) ? 88% Sample size: n =933
    27. 27. Even in this early stage of mobile evolution, almost all (74%) indicated that mobile advertising has influenced their purchasing behavior Awareness Favorable opinion Consideration Shopping Sale Introduced you to something new (25%) Helped you find something nearby (22%) Provided you with better options (31%) Influenced your in-store purchase (7%) Caused you to reconsider a product (6%) Influenced you to buy via your mobile (16%) Has mobile advertising ever: Sample size: n =1,010
    28. 28. MOBILE MEDIA BEHAVIOURS: COMMERCE & SHOPPING
    29. 29. 15% 18% 36% 56% Buying services, including purchasing movie tickets, travel, etc. Bill Payments, including peer- to-peer payments, etc. Buying physical goods, including electronics, clothes, etc Buying digital goods, including games, e- books, subscriptions, music, apps, etc. For those that spend via mobile, digital goods are more popular, but physical goods, bill payments and services are all growing 51% have spent money on an activity via mobile Sample size: n =1,010
    30. 30. 68% of consumers plan to conduct mobile commerce in the next 12 months, a +17% increase from where we are today. 68% are expected to spend money on an activity via mobile in the next 12 months Sample size: n =1,010
    31. 31. MOBILE MEDIA BEHAVIOURS: CONSUMER SEGMENTS
    32. 32. MOBILE MOTHERS GEN M MOBILE YOUTH MOBILE ADULTS URBANITES Under 25 and 1+ hour on their mobile daily Females with children living at home Mobile web users under 25 Mobile web users over 25 Men and women from Tier 1 cities SEGMENTS DEFINED: EDUCTAED TECHIES Attended university and spend via mobile
    33. 33. 3.0 hours Spent on mobile per day Mobile Web Preferred Access Early Adopters 40% Use their mobile while watching TV 91% Comfortable with Mobile ads 5 of 10 GEN M
    34. 34. 67% 71%63% 6% 33% 7% 30% 29% 34% 26% 33% 38% Only Via Mobile Mostly Via Mobile Evenly Split Between Mobile and Desktop and Laptop Mostly Via Desktop and Laptop 34% 27% Late Adopters Mobile Adults Gen M 3% (n = 204) (n = 490) (n =384) It isn’t just Gen M – the mobile web focus is broad based
    35. 35. 2.0 hours Spent on mobile per day SMS Preferred Access Early Adopters 28% Use their mobile while watching TV 85% Comfortable with Mobile ads 4 of 10 MOBILE MOTHERS
    36. 36. 2.6 hours Spent on mobile per day Mobile Web Preferred Access Early Adopters 40% Use their mobile while watching TV 92% Comfortable with Mobile ads 6 of 10 EDUCATED TECHIES
    37. 37. Sample size: n =1,030 Some segments have broader mobile usage occasion profiles 63% 27% 35% 14% 21% 6% 6% 8% 69% 42% 40% 21% 25% 11% 10% 18% Lying in bed Waiting for something While watching TV Commuting Spending time with family In a meeting or the classroom Shopping In the bathroom Philippines Educated Techies
    38. 38. 2.1 hours Spent on mobile per day SMS Preferred Access Early Adopters 31% Use their mobile while watching TV 85% Comfortable with Mobile ads 5 of 10 MOBILE ADULTS MOBILE ADULTS
    39. 39. 2.3 hours Spent on mobile per day Mobile Web Preferred Access Early Adopters 38% Use their mobile while watching TV 90% Comfortable with Mobile ads 5 of 10 MOBILE YOUTH
    40. 40. Educate, Educate • We must be evangelists • Media mix analysis • Private presentations Interplay with TV • Mobile has surpassed TV and other traditional media in terms of time spend and (in some cases) purchase decision influence • Mobile usage remains skewed towards social media, communication and entertainment Engage the Creative • Lean-back experience – akin to TV • Social, Private, Entertainment – willingness to explore, relaxed mode • Emotions/connections – great responsibility. Thin experience, poor brand. Targeting • Unique access point to certain segments • Mobile consumers recognize impact of mobile advertising on purchase behavior…but this is only the tip of the iceberg Media Planning • Cost effective • Dominate share of voice Key Implications & Next Steps
    41. 41. 41 TM For further information or requests for detailed information on any of the countries surveyed or specific consumer segments, please contact: Colin Marson (colin@decision-fuel.com) Sally Wuu (sally.wuu@inmobi.com)

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