MMA 2013_App solutely

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Bài presentation tại Vietnam MMA 2013 về mobile apps

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MMA 2013_App solutely

  1. 1. ‘APP-SOLUTELY’ WHEN THE DOWNLOADING IS DONE, THE STORY BEGINS Sagar Tamang Executive Director, Telecom Industry Group, Southeast Asia
  2. 2. Copyright ©2013 The Nielsen Company. Confidential and proprietary. AMPLE INTELLIGENCE ON APP ‘DOWNLOADS’ IS AVAILABLE TODAY
  3. 3. Copyright ©2013 The Nielsen Company. Confidential and proprietary. LIMITED KNOWLEDGE OF ACTUAL ‘USAGE’ PERSISTS WHO ARE THESE APPS POPULAR WITH? HOW ENGAGED ARE USERS?
  4. 4. Copyright ©2013 The Nielsen Company. Confidential and proprietary. IT’S WHAT HAPPENS AFTER THE APP IS DOWNLOADED THAT MATTERS Download completed Track engagement Reach consumers with high engagement
  5. 5. Copyright ©2013 The Nielsen Company. Confidential and proprietary. BECAUSE WE KNOW WHAT SMARTPHONE USERS….. SAY DO
  6. 6. IN REALITY, PEOPLE USE THEIR SMARTPHONES MORE THAN THEY SAY THEY DO DO SAY Social Networking DO SAY IM/CHAT Copyright ©2013 The Nielsen Company. Confidential and proprietary. Web Browsing DO SAY SMS/MMS DO SAY 90% 40% 90% 60% 90% 50% 50% Source: Smartphone Insights 2013 & Nielsen Informate Mobile Insights June 2013 90%
  7. 7. Copyright ©2012 The Nielsen Company. Confidential and proprietary. UNCOMMON INSIGHTS for mobile marketers in Asia 7
  8. 8. 1/10 SMARTPHONE ADOPTION CONTINUES TO GROW STEADILY IN ASIA Smartphone 13% 58% 87% 13% 73% 87% 20% 25% Non-Smartphone 29% 51% 27% 80% 65% 75% 77% 59% 71% 27% Copyright ©2013 The Nielsen Company. Confidential and proprietary. 49% 18% 23% Hong Kong Singapore Malaysia Source: Nielsen Smartphone Insights 2013 Vietnam data is for 2012 Australia 70% 82% China Thailand Indonesia 10% 18% India 85% NA NA 30% 15% Philippines Vietnam 2011/2012 smartphone penetration
  9. 9. 2/10 YOUNGER CONSUMERS ARE DRIVING ADOPTION IN MOST MARKET Smartphone ownership among mobile phone users 87% Hong Kong 87% Singapore 80% 75% Malaysia Australia 75% China 49% Thailand 23% 18% 15% 30% Indonesia India Philippines Vietnam Adoption Driven by Copyright ©2013 The Nielsen Company. Confidential and proprietary. BOTH BOTH MALES BOTH FEMALES MALES MALES MALES MALES MALES 25-34 yo 45-64 yo 16-34 yo 16-34 yo 25-49 yo 16-34 yo 16-34 yo 16-24 yo 25-34 yo 16-34 yo Source: Nielsen Smartphone Insights 2013
  10. 10. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 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 smartphone owners use apps for maps/navigation and search already doubled since 2012 – reaching 13.7million 60% of Indian smartphone users watch video on mobile Copyright ©2013 The Nielsen Company. Confidential and proprietary. 40% of smartphone owners in South Korea and China use 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 Copyright ©2013 The Nielsen Company. Confidential and proprietary. 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? Copyright ©2013 The Nielsen Company. Confidential and proprietary. a. b. c. d. A: INDONESIA MALAYSIA PHILIPPINES THAILAND MALAYSIA ~ 4 HOURS / DAY
  14. 14. 6/10 SMARTPHONE USERS: A CAPTIVE AUDIENCE FOR YOU Total Active Time On Phone 249 209 196 50 Philippines Total Time 40 51 Indonesia Mins on Comms Source : Nielsen Informate Mobile Insights June 2013 71 69 46 Thailand Mins on Apps TOTALTOTAL TIME TIME 41 63 TOTALTOTAL TIME TIME 45 TOTALTOTAL TIME TIME TOTALTOTAL TIME TIME Copyright ©2013 The Nielsen Company. Confidential and proprietary. 171 70 66 Malaysia Mins on Entertainment 77
  15. 15. 7/10 NEW ‘PRIME TIME’ FOR MOBILE? Usage of key activities peaks during late night Thailand Indonesia India Philippines Source : Nielsen Informate Mobile Insights July 2013 5:00 4:00 3:00 2:00 1:00 0:00 23:00 22:00 21:00 20:00 19:00 18:00 17:00 16:00 15:00 14:00 13:00 12:00 11:00 10:00 9:00 8:00 7:00 16 14 12 10 8 6 4 2 0 6:00 Copyright ©2013 The Nielsen Company. Confidential and proprietary. Malaysia All figures represent time spent in minutes
  16. 16. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 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 GENDER MALAYSIA Male Female AGE Copyright ©2013 The Nielsen Company. Confidential and proprietary. 15-24 25-35 36-40 40+ THAILAND 14 12 17 15 14 11 Source : Nielsen Informate Mobile Insights July 2013 INDONESIA 10 14 11 12 12 13 INDIA PHILIPPINES 12 8 8 5 13 9 11 11 9 8 7 7 14 12 14 14 13 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 INDONESIA MALAYSIA THAILAND VIETNAM App Name Rank App Name Rank App Name Rank App Name Rank App Name 1 Facebook 1 Facebook 1 Line 1 Facebook 1 Facebook 2 Google Play Store 2 BBM 2 Facebook 2 WeChat 2 Google + 3 YouTube 3 WhatsApp 3 Top Eleven 3 WhatsApp 3 YouTube 4 Viber 4 LINE 4 YouTube 4 YouTube 4 Gmail 5 Candy Crush Saga 5 Top Eleven 5 Google Play Store 5 Google Play Store 5 Zing MP3 6 Copyright ©2013 The Nielsen Company. Confidential and proprietary. Rank WeChat 6 Google Play Store 6 Poker Texas Boyaa 6 Candy Crush Saga 6 Google Maps 7 Facebook Messenger 7 WeChat 7 Candy Crush Saga 7 LINE 7 Viber 8 Google Search 8 Twitter 8 Whatsapp 8 Instagram 8 Candy Crush 9 Skype 9 YouTube 9 Instagram 9 Viber 9 Fruit Ninja 10 Drag Racing 10 BlackBerry World 10 Google search 10 Pou My Pet Alien 10 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 INDONESIA MALAYSIA THAILAND VIETNAM App Name Rank App Name Rank App Name Rank App Name Rank App Name 1 Facebook 1 Facebook 1 Line 1 Facebook 1 Facebook 2 Google Play Store 2 BBM 2 Facebook 2 WeChat 2 Google + 3 YouTube 3 WhatsApp 3 Top Eleven 3 WhatsApp 3 YouTube 4 Viber 4 LINE 4 YouTube 4 YouTube 4 Gmail 5 Candy Crush Saga 5 Top Eleven 5 Google Play Store 5 Google Play Store 5 Zing MP3 6 Copyright ©2013 The Nielsen Company. Confidential and proprietary. Rank WeChat 6 Google Play Store 6 Poker Texas Boyaa 6 Candy Crush Saga 6 Google Maps 7 Facebook Messenger 7 WeChat 7 Candy Crush Saga 7 LINE 7 Viber 8 Google Search 8 Twitter 8 Whatsapp 8 Instagram 8 Candy Crush 9 Skype 9 YouTube 9 Instagram 9 Viber 9 Fruit Ninja 10 Drag Racing 10 BlackBerry World 10 Google search 10 Pou My Pet Alien 10 Wechat Source : Nielsen Informate Mobile Insights June 2013 Vietnam: Survey Data
  22. 22. Q: WHO SPENDS MORE TIME ON CHAT APPS? MEN OR WOMEN? Copyright ©2013 The Nielsen Company. Confidential and proprietary. a. b. c. d. A: Men (30%+ more) Men (10-20% more) Women (10-20% more) Women (30%+ more) 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 Copyright ©2013 The Nielsen Company. Confidential and proprietary. 18 18 8 Malaysia Thailand Source : Nielsen Informate Mobile Insights July 2013 Indonesia India Philippines
  24. 24. 10/10 THE MARKET FOR IN-APP ADVERTISING LIKELY TO GROW 5X BY 2017 In-app advertising will reach $10.4 Billion by 2017. 5 Times the size in 2012 Copyright ©2013 The Nielsen Company. Confidential and proprietary. TOTAL IN-APP ADVERTISING SPEND ($M) ON MOBILE DEVICES SPLIT BY 8 KEY REGIONS 2012-2017 $12,000 • AFRICA & MIDDLE EAST • REST OF ASIA PACIFIC • INDIAN SUBCONTINENT • FAR EAST & CHINA • CENTRAL & EASTERN EUROPE • WESTERN EUROPE • LATIN AMERICA • NORTH AMERICA $0 2012 Source: Juniper Research 2017
  25. 25. SMARTPHONE ENGAGEMENT CONTINUES UPWARDS A WINNING MOBILE STRATEGY? Copyright ©2013 The Nielsen Company. Confidential and proprietary. APP-SOLUTELY
  26. 26. REMEMBER THAT THE STORY JUST BEGINS AFTER THE DOWNLOADING IS DONE Copyright ©2013 The Nielsen Company. Confidential and proprietary. WHAT + WHO + WHEN = APPS & CONTENT TO TARGET DEMOGRAPHIC YOUNG VS. OLD MALES VS. FEMALES DAYPART DYNAMIC REACH DRIVING GROWTH
  27. 27. Thank you THANK YOU Partners

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