Pakistan Trends 2013: Online, Mobile, Social

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The presentation looks at key market data, opportunities and challenges when it comes to market growth in Pakistan.

Pakistan is in its early days of digital growth. Only 16% of the population is using the internet, smartphone penetration is still around 10%, eCommerce is largely non-existant. 3G licenses are a hot discussed topic but regulators can't get their act together to hold the auction.

The trend is clear though - everyone and everything from ads, eCommerce to personal finances wants to go online.

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Pakistan Trends 2013: Online, Mobile, Social

  1. 1. OVERVIEW: ONLINE, MOBILE, SOCIAL PAKISTAN 2013 June 2013 Siim Teller
  2. 2. DID YOU KNOW… 6, June 2003 I Pakistan Mobile Market Overview I Siim@ansr.io I @teller internet users in That there are 31 million Pakistan? 15 million of them browse the web with their mobile phone.
  3. 3. June 2003 I Pakistan Mobile Market Overview I Siim@ansr.io I @teller KEY STATS - PAKISTAN POPULATION INTERNET PENETRATION MOBILE SUBSCRIBERS INTERNET USERS URBAN / RURAL AVERAGE INCOME A YEAR 190 Milliong 31 Million 16% 36% / 64% 125 Million Less than $3000O `
  4. 4. June 2003 I Pakistan Mobile Market Overview I Siim@ansr.io I @teller POPULATION 70% of population under 30 Source: pta.gov.pk
  5. 5. “Despite financial challenges Pakistanis are embracing connected devices and the content that they offer.” Å ö n A @ h p r É June 2003 I Pakistan Mobile Market Overview I Siim@ansr.io I @teller Simon Kemp (we are social)
  6. 6. KEY MOBILE DATA June 2003 I Pakistan Mobile Market Overview I Siim@ansr.io I @teller Mobile subscribers adding 1 million a month Mobile internet users 8% penetration Broadband subscribers More than doubled in 2 years 125M 15M 2.2M Source: pta.gov.pk, smartchoice.pk
  7. 7. 10% smartphone penetration 75% of phones use Symbian i.e. feature phones 80% phones cost less than $100 KEY MOBILE DATA PAKISTAN IS THE 5TH LARGEST MOBILE PHONE MARKET IN ASIA June 2003 I Pakistan Mobile Market Overview I Siim@ansr.io I @teller O N # Source: propakistani.pk, Nokia
  8. 8. June 2003 I Pakistan Mobile Market Overview I Siim@ansr.io I @teller MOBILE INTERNET 11% Internet visits from mobiles Out of 182 million pageviews in April, 2013 Source: Effective Measure
  9. 9. spend more than an hour 80% of internet users online every day. But the average session is only 5 minutes. Source: B Solutions (SEP 2012), Effective Measure June 2003 I Pakistan Mobile Market Overview I Siim@ansr.io I @teller { DID YOU KNOW… BITE SIZE
  10. 10. Taiwan Brunei HongKong Singapore Malaysia China Macao SKorea Maldives Philippines Japan Thailand Asia Indonesia Mongolia Vietnam Bhutan SriLanka Nepal India Cambodia Pakistan Laos Bangladesh Myanman 12 4455 77 1213 1819 23 272829 36 39 41 4545 50 5253 56 SOCIAL MEDIA USERS June 2003 I Pakistan Mobile Market Overview I Siim@ansr.io I @teller Social media penetration Pakistan has a long way to go. At 4% penetration only Laos, Bangladesh and Myanmar have lower percentage of people using social media. % N/A Source: we are social
  11. 11. June 2003 I Pakistan Mobile Market Overview I Siim@ansr.io I @teller SOCIAL MEDIA USERS     9 million 1.9 million 1.2 million 3.5 million 1.4 million 67% growth in a year +1.1M in last 6 months Source: Third World Strategy, we are social Remember: population 183 million
  12. 12. Importantly, 70% of the country’s Facebook users are below the age of 25. More than half of them come from the country’s richest 10% of households. The result is a highly concentrated social media audience of young, affluent consumers. June 2003 I Pakistan Mobile Market Overview I Siim@ansr.io I @teller ACEBOOK Source: Third World Strategy , B Solutions (SEP 2012)
  13. 13. ACEBOOK 33% 30% 70-30 Access Facebook via their smartphone Of online population use Facebook Split between men/women among Facebook users June 2003 I Pakistan Mobile Market Overview I Siim@ansr.io I @teller  And among mobile internet users in general Source: we are social
  14. 14. June 2003 I Pakistan Mobile Market Overview I Siim@ansr.io I @teller ONLINE AD SPEND $5 million 1% of a total ad spend of $500 million
  15. 15. June 2003 I Pakistan Mobile Market Overview I Siim@ansr.io I @teller There is no official data. Local eCommerce experts estimate market size to be around $25-30 million a year. ECOMMERCE .
  16. 16. June 2003 I Pakistan Mobile Market Overview I Siim@ansr.io I @teller FINANCIAL SERVICES f f f k k k f fk k f f f k k k f fk k f f f k k k f fk k f f f k k k f fk k f f f k k k f fk k f f f k k k f fk k f f f k k k f fk k f f f k k k f fk k f f f k k k f fk k f f f k k k f fk k Only 12% have access to formal financial services Only 9% have a mobile banking account 37% annual growth Source: A2FS, 2012
  17. 17. ` • Inability to finalise terms for the auction of 3G mobile licenses • Confusing rules around multi-SIM ownership and mobile number portability • Despite this - $7 billion in foreign direct investment into telecom sector since 2005. Telenor has just announced committment to another 1B. June 2003 I Pakistan Mobile Market Overview I Siim@ansr.io I @teller TELECOM CHALLENGES
  18. 18. WANT TO REACH THEM? The fastest and most affordable way of reaching and researching consumers in Pakistan is with mobile surveys. We offer access to profiled respondents on smartphones, feature phones and tablets. June 2003 I Pakistan Mobile Market Overview I Siim@ansr.io I @teller You only pay for completed surveys. VISIT WWW.ANSR.IO
  19. 19. Thank you! @adamdawood, @inspirex, @WaqasADay, @babushka99, @eskimon Photos: Murtaza Mahmud, Natasha d.H Creative Commons: adapt, modify, use as you like, but please give credit

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