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Mobile Usage Behavior Study of Metro Manila
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Mobile Usage Behavior Study of Metro Manila

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Mobile Usage Behavior Study of Metro Manila

Mobile Usage Behavior Study of Metro Manila

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  • Locally, Mobile Life was limited to MMA only, with a total of N=575 interviews conducted among MF 16-60 years old from ABCDE homes.
  • A couple of fun facts about mobile phones in the Metro Manila.
  • … implications? Since everybody is on track in getting one handset manufacturers must ensure variety and competitiveness in what they will offer in the future.
  • Significance? If I were the network provider I will target to have the lion’s share of SIM cards amongst this group.
  • … represents the proportion of personal messages sent via mobile phones. Which perhaps explains why social networking brands are becoming more aggressive in using the mobile phone as a platform for their members to launch personal messages from.
  • These days Php860.00 can buy you….
  • Yet it is also the average amount that consumers are willing to pay more for their next mobile phone purchase. Translation: there is a need to upgrade among us.
  • 31 is not only NBA hall of famer Reggie Miller’s number…
  • … couple this with the finding that only 7% of them currently own a touchscreen phone, what we have here is an indication of a significant transition in handset preferences.
  • Transcript

    • 1. Metro Manila 2011
    • 2. TNS Mobile Life: Now into its sixth year
      • Regions covered:
      • North America: USA, Canada
      • Europe: UK, France, Germany, Spain, Italy, Netherlands, Sweden, Russia
      • Developed Asia: Australia, Hong Kong, Japan, South Korea, Malaysia, New Zealand, Singapore, Taiwan
      • China: China only
      • India: India only
      • Emerging Asia: Indonesia, Pakistan, Metro Manila, Thailand, Vietnam
      • Latin America: Argentina, Brazil, Chile, Guatemala & Cost Rica, Mexico
      • Middle-East & North Africa: Morocco , Saudi Arabia, UAE
      • Sub-Saharan Africa: Benin , Cameroon , Ghana , Kenya, Nigeria, Senegal , South Africa, Tanzania , Uganda
    • 3. Metro Manila Coverage: N=500 Face to Face interviews were conducted Focused on MMA since it is the center of mobile internet activity in the country ( 19 % NCR vs 5 % TP)
    • 4.  
    • 5. 81 % own a Mobile Phone…
    • 6. … and 21 % own more than one SIM?
    • 7. Multiple SIM ownership slightly higher compared to the rest of Emerging Asia Multiple SIM Ownership – Metro Manila Source: GTI 2011 Mobile Life Location Gender Age Group Global Tier 2 Emerging Emerging Asia Metro Manila Male Female 16-21 22-30 31-40 41-50 51-60
    • 8. Although 73 % of personal messages are sent through mobile phones …
    • 9. … the mobile phone actually offers more
    • 10. It is the preferred device for managing schedules and personal entertainment Preferred Devices for Activities – Metro Manila Source: GTI 2011 Mobile Life
    • 11. Versatility of the mobile phone is on display during late afternoon and late evening Most popular usage occasions (amongst users of each feature) – Metro Manila Source: GTI 2011 Mobile Life
    • 12. SMS, calendar, and camera features gain higher relevance locally Feature Usage – Metro Manila Source: GTI 2011 Mobile Life Metro Manila
    • 13. What’s the most popular handset in the country today?
    • 14. 70 % currently own a Nokia handset, making it the most popular
    • 15. Global handset share over time However, Sony Ericsson and Samsung have gained momentum over the past 12 months Handset Share – Metro Manila Source: GTI 2011 Mobile Life
    • 16. What do consumers look for in a mobile phone handset?
    • 17. Apart from SMS, making entertainment easier also drives handset choice Drivers of Handset Decision Making – Metro Manila Source: GTI 2011 Mobile Life Metro Manila
    • 18. Digital information gaining ground as a purchase influencer Sources of Information Consulted Prior to Handset Purchase – Metro Manila Source: GTI 2011 Mobile Life Metro Manila
    • 19. What about social networking on mobile?
    • 20. Internet Sites Visited – Metro Manila Source: GTI 2011 Mobile Life Social networking sites have shown dramatic growth in the past 12 months
    • 21. Usage and Demand for Social Networking Services – Metro Manila Source: GTI 2011 Mobile Life Social networkers are keen on checking location, playing games, uploading photos and videos
    • 22. What about future purchase behavior?
    • 23. 860.00 Php
    • 24. The average amount Filipino consumers are willing to pay more for their next mobile phone purchase
    • 25. 31 %
    • 26. % of current mobile phone- owning Filipinos who intend to buy a touchscreen phone during their next purchase…
    • 27. … this is significant considering that only 7 % of them currently own a touchscreen phone
    • 28.
      • Mobile phones have gone beyond simply texting, it has become more versatile
      • Using the phone for personal entertainment, specifically taking and sharing videos, is higher than Global
      • Social networking is pushing use of mobile internet
      • Handset manufacturers need to ensure that entertainment offers are available and easy to access.
      KEY TAKEAWAYS
    • 29. Metro Manila 2011

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