Nielsen - App-solutely - MMA Forum Vietnam - Oct 2013

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Nielsen - App-solutely - MMA Forum Vietnam - Oct 2013

  1. 1. ‘APP-SOLUTELY’ WHEN THE DOWNLOADING IS DONE, THE STORY BEGINS Sagar Tamang Executive Director, Telecom Industry Group, Southeast Asia
  2. 2. AMPLE INTELLIGENCE ON APP ‘DOWNLOADS’ IS AVAILABLE TODAY
  3. 3. LIMITED KNOWLEDGE OF ACTUAL ‘USAGE’ PERSISTS WHO ARE THESE APPS POPULAR HOW ENGAGED ARE USERS? WITH?
  4. 4. IT’S WHAT HAPPENS AFTER THE APP IS DOWNLOADED THAT MATTERS Download completed Track engagement Reach consumers with high engagement
  5. 5. BECAUSE WE KNOW WHAT SMARTPHONE USERS….. SAY DO
  6. 6. IN REALITY, PEOPLE USE THEIR SMARTPHONES MORE THAN THEY SAY THEY DO Web Browsing 90% DO SAY 40% Social Networking DO SAY IM/CHAT DO SAY SMS/MMS DO SAY 90% 60% 90% 50% 50% Source: Smartphone Insights 2013 & Nielsen Informate Mobile Insights June 2013 90%
  7. 7. UNCOMMON INSIGHTS for mobile marketers in Asia
  8. 8. 1/10 SMARTPHONE ADOPTION CONTINUES TO GROW STEADILY IN ASIA Smartphone 13% 58% 13% 73% 20% Non-Smartphone 25% 29% 51% 77% 27% 59% 87% 87% 80% 75% 65% 71% 27% 49% 18% 23% Hong Kong Singapore Malaysia Australia Source: Nielsen Smartphone Insights 2013 82% China Thailand Indonesia 10% 18% India 70% 85% NA NA 30% 15% Philippines Vietnam 2011/2012 smartphone penetration Vietnam data is for 2012
  9. 9. 2/10 YOUNGER CONSUMERS ARE DRIVING ADOPTION IN MOST MARKET Smartphone ownership among mobile phone users 87% 87% 80% Hong Kong Singapore Malaysia 75% Australia 75% China 49% 23% Thailand Indonesia 18% India 15% 30% Philippines Vietnam Adoption Driven by BOTH BOTH MALES 25-34 yo 45-64 yo 16-34 yo BOTH 16-34 yo FEMALES 25-49 yo MALES MALES MALES MALES MALES 16-34 yo 16-34 yo 16-24 yo 25-34 yo 16-34 yo Source: Nielsen Smartphone Insights 2013
  10. 10. 3/10 AND THEY ARE USING SMARTPHONES DIFFERENTLY INDUSTRY
  11. 11. 4/10 SMARTPHONES ARE CHANGING BEHAVIOR 52% of Russian Americans using dating apps has already doubled since 2012 reaching 13.7million smartphone owners use apps for maps/navigation and search 60% of Indian smartphone users watch video on mobile 40% of smartphone owners South Korea and China use in their devices while shopping Source: Nielsen Smartphone Insights 2013 85% consumers in the US use a mobile device while watching TV
  12. 12. 5/10 CONSUMERS ARE BEGINNING TO USE APPS MORE THAN 1.2 BILLION APP USERS GLOBALLY 1 IN EVERY 5 MOBILE USERS GLOBALLY TODAY APP USERBASE EXPECTED TO GROW 4 TIMES IN THE NEXT 4 YEARS Source: Portio Research via mobiThinking
  13. 13. Q: WHICH COUNTRY'S CONSUMERS SPEND MAXIMUM TIME ON THEIR SMARTPHONES PER DAY? a. INDONESIA b. MALAYSIA c. PHILIPPINES d. THAILAND A: MALAYSIA ~ 4 HOURS / DAY
  14. 14. 6/10 SMARTPHONE USERS: A CAPTIVE AUDIENCE FOR YOU Total Active Time On Phone 249 209 196 171 45 41 Philippines Total Time 50 69 63 40 Indonesia Mins on Comms 51 71 70 46 Thailand Mins on Apps Malaysia Mins on Entertainment Source : Nielsen Informate Mobile Insights June 2013 66 77
  15. 15. 7/10 NEW ‘PRIME TIME’ FOR MOBILE? Usage of key activities peaks during late night Malaysia Thailand Indonesia India Philippines 16 14 12 10 8 6 4 2 0 Source : Nielsen Informate Mobile Insights July 2013 All figures represent time spent in minutes
  16. 16. Q: A: HOW MANY APPS ARE DOWNLOADED BY SOUTH EAST ASIAN SMARTPHONE USERS IN A MONTH ON AVERAGE? a. <10 b. 10-15 c. 15-20 d. > 20 11 APPS IN A MONTH
  17. 17. 8/10 APP DOWNLOADED BY TEENS AND YOUNG ADULTS Males download more apps, except in Thailand Average # of App Downloads/Month MALAYSIA Male Female THAILAND 14 12 INDONESIA 10 14 15-24 17 15 12 36-40 14 12 13 40+ 11 PHILIPPINES 12 8 8 5 11 25-35 INDIA 13 14 12 9 14 8 14 11 7 13 11 7 9 Source : Nielsen Informate Mobile Insights July 2013 11
  18. 18. POLL: TOP APP IN SOUTHEAST ASIA?
  19. 19. TOP APP IN SOUTHEAST ASIA? 1st in Indonesia, Ma laysia, Philippi nes and Vietnam Top 5 in Thailand, Mal aysia Philippines and Vietnam 3rd in Indonesia and Malaysia 8th in Thailand 4th in Philippines and 5th in Malaysia
  20. 20. 9/10 FACEBOOK DOMINATES THE REGION ON ENGAGEMENT Top 10 Smartphone Apps in South East Asia (June 2013) PHILIPPINES Rank App Name INDONESIA Rank MALAYSIA THAILAND App Name Rank App Name Rank App Name VIETNAM Rank App Name Facebook Facebook Line Facebook Facebook Google Play Store BBM Facebook WeChat Google + YouTube WhatsApp Top Eleven WhatsApp YouTube Viber LINE YouTube YouTube Gmail Candy Crush Saga Top Eleven Google Play Store Google Play Store Zing MP3 WeChat Google Play Store Poker Texas Boyaa Candy Crush Saga Google Maps Facebook Messenger WeChat Candy Crush Saga LINE Viber Google Search Twitter Whatsapp Instagram Candy Crush Skype YouTube Instagram Viber Fruit Ninja Drag Racing BlackBerry World Google search Pou My Pet Alien Wechat Source : Nielsen Informate Mobile Insights June 2013 Vietnam: Survey Data
  21. 21. CHAT & VOIP APPS ARE BECOMING BIG Pressure on Traditional Methods of Communication but also Provides Large ‘Reach’ Opportunity PHILIPPINES Rank App Name INDONESIA Rank MALAYSIA THAILAND App Name Rank App Name Rank App Name VIETNAM Rank App Name Facebook Facebook Line Facebook Facebook Google Play Store BBM Facebook WeChat Google + YouTube WhatsApp Top Eleven WhatsApp YouTube Viber LINE YouTube YouTube Gmail Candy Crush Saga Top Eleven Google Play Store Google Play Store Zing MP3 WeChat Google Play Store Poker Texas Boyaa Candy Crush Saga Google Maps Facebook Messenger WeChat Candy Crush Saga LINE Viber Google Search Twitter Whatsapp Instagram Candy Crush Skype YouTube Instagram Viber Fruit Ninja Drag Racing BlackBerry World Google search Pou My Pet Alien Wechat Source : Nielsen Informate Mobile Insights June 2013 Vietnam: Survey Data
  22. 22. Q: WHO SPENDS MORE TIME ON CHAT APPS? MEN OR WOMEN? a. Men (30%+ more) b. Men (10-20% more) c. Women (10-20% more) d. Women (30%+ more) A: Women spend 50% more time
  23. 23. WOMEN LOVE TO CHAT What are we doing about it? Target females with chat features and related value propositions Time spent in minutes per day on chat apps 56 50 50 46 42 31 30 18 18 8 Malaysia Thailand Indonesia India Source : Nielsen Informate Mobile Insights July 2013 Philippines
  24. 24. 10/10 THE MARKET FOR IN-APP ADVERTISING LIKELY TO GROW 5X BY 2017 In-app advertising will reach $10.4 Billion by 2017. 5 Times the size in 2012 TOTAL IN-APP $12,000 ADVERTISING SPEND ($M) ON MOBILE DEVICES SPLIT BY 8 KEY REGIONS 2012-2017 $0 2012 Source: Juniper Research • AFRICA & MIDDLE EAST • REST OF ASIA PACIFIC • INDIAN SUBCONTINENT • FAR EAST & CHINA • CENTRAL & EASTERN EUROPE • WESTERN EUROPE • LATIN AMERICA • NORTH AMERICA 2017
  25. 25. SMARTPHONE ENGAGEMENT CONTINUES UPWARDS A WINNING MOBILE STRATEGY? APP-SOLUTELY
  26. 26. REMEMBER THAT THE STORY JUST BEGINS AFTER THE DOWNLOADING IS DONE WHAT + WHO + WHEN= APPS & CONTENT TO TARGET DEMOGRAPHIC YOUNG VS. OLD MALES VS. FEMALES DAYPART DYNAMIC REACH DRIVING GROWTH
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