Mobile Internet Consumer - Singapore
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Mobile Internet Consumer - Singapore

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Our Mobile Internet Consumer – 2013 report in association with The Mobile Marketing Association (MMA), provides audience insights for media planners & brand advertisers. ...

Our 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.

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    Mobile Internet Consumer - Singapore Mobile Internet Consumer - Singapore Presentation Transcript

    • THE MOBILE INTERNET CONSUMER SINGAPORE 2013 AUDIENCE INSIGHTS ON MOBILE WEB AND APP USERS
    • Preface The Mobile Internet Consumer - Singapore 2013 report produced by MMA & Vserv.mobi addresses the audience insights of the growing mobile internet user base in Singapore. 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.
    • DEMOGRAPHICS
    • Age 35% 25% 30% Singapore has the higher proportion of older age groups among mobile internet user base compared to other SEA markets SEA AVERAGE 10% Less than 18 yrs 19 % 18-24 yrs 28 % 25-35 yrs 32 % more than 35 yrs 21 % THE MOBILE INTERNET CONSUMER - SINGAPORE 2013 |3
    • Gender 2/3rd of mobile internet users are men in SEA 66% 37% 34% Male 63 %* *SEA AVERAGE Female 37 %* THE MOBILE INTERNET CONSUMER - SINGAPORE 2013 |4
    • Education 35% | 36 % Graduate / Post Graduate * 32% | 27 % Diploma / Undergraduate * 28% | 27 % Schooling upto 12 yrs Uneducated * 5% | 10 % * Composition of mobile internet users by education in Singapore is similar to the SEA region *SEA AVERAGE THE MOBILE INTERNET CONSUMER - SINGAPORE 2013 |5
    • Occupation 55% 13% Full time job 41%* 5% 18%* 3% Business Housewives 4%* 13%* 10% Self Employed Professional 7% Part time job 8%* Student 7% 6%* Currently not working / Retired Over 50% of mobile internet users in Singapore are full-time employees $ 10%* *SEA AVERAGE THE MOBILE INTERNET CONSUMER - SINGAPORE 2013 |6
    • CONSUMPTION PATTERN
    • Mobile content downloaded in the last month 60% 44% 29% 28% Game / App Video Music Themes 67%* 46%* 38%* Only 13% of mobile internet users in Singapore download all types of Mobile content in a month, least in SEA region 32%* *SEA AVERAGE THE MOBILE INTERNET CONSUMER - SINGAPORE 2013 |8
    • Users love mobile ads that help them... Download mobile content 21% 29% Locate something nearby * 40% |42% Find a good deal on something Learn about a/ brand Ringtone Song 47% | 55% Video Game / App * 36% | 36% Wallpaper / Screensaver * 28% | 27% * Mobile internet users in Singapore find mobile ads very useful to locate something nearby *SEA AVERAGE THE MOBILE INTERNET CONSUMER - SINGAPORE 2013 |9
    • $ PURCHASING POWER
    • Product Ownership Over 1/4th of mobile internet users own a payment card in Singapore,higher than the regional average Computers 42% Tablets 24% 39%* 29%* Connected Devices *SEA AVERAGE 43% 30% 27% 38%* Consumer Durables 32%* Automobiles 23%* Payment Cards THE MOBILE INTERNET CONSUMER - SINGAPORE 2013 | 11
    • Affluent Lifestyle Restaurant Movie Theatre Shopping Mall / Market 43% | 41% * 48% | 47% * 61% | 58% * 1 out of 5 mobile internet users from Singapore visited all places movie theatre, shopping mall/market and a restaurant, highest in SEA *SEA AVERAGE THE MOBILE INTERNET CONSUMER - SINGAPORE 2013 | 12
    • About the study The Mobile Internet Consumer report produced by MMA & Vserv.mobi 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. To know more about The Mobile Internet Consumer report, please write to us at insights@vserv.mobi or visit vserv.mobi/insights
    • About the Mobile Marketing Association (MMA) 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. For more information, please visit www.mmaglobal.com. For information relating to the MMA’s Mobile Marketing Forum series, please visit www.mobilemarketingforum.com.
    • About Vserv.mobi Vserv.mobi is a leading Global Mobile Ad Network with strong presence in emerging markets. Vserv's pioneering technology AppWrapper powers One Click App Monetization for 20,000+ Apps across platforms. AppWrapper is the World’s Simplest App Monetization - it enables premium advertising & innovative pricing models on any app, without coding, in just one click. Vserv’s other game changing platform, AudiencePro, combines the scale of the Vserv.mobi global Mobile Ad Network with comprehensive user data from TelCos, to revolutionize how advertisers can reach their exact target audience across all mobile platforms. Vserv is the only Ad Network with App media across Smart Phones, Tablets, and Smarter Feature Phones, thus providing advertisers unparalleled reach and engagement. Built on superior technology, the Vserv Marketplace delivers exceptional ROI to advertisers as well as enhanced earnings to developers & publishers. Visit www.vserv.mobi for more details or follow Vserv.mobi on: @vservmobi