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Mobile Usage Behavior Study of Metro Manila
The document summarizes key findings from a 2011 mobile phone usage survey conducted in Metro Manila, Philippines. It found that 81% of respondents owned a mobile phone, with 21% owning more than two SIM cards. The Nokia was the most popular handset brand at 70%. Mobile phones were most commonly used for sending SMS messages, managing schedules, and personal entertainment like games and music. Social networking site usage on mobile phones had grown dramatically in the past year. Looking ahead, respondents were willing to pay an average of 860 Philippine pesos more for their next phone, and 31% intended to purchase a touchscreen phone, though only 7% currently had one.
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Mobile Usage Behavior Study of Metro Manila
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- 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)
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- 5. 81 % own a Mobile Phone…
- 6. … and 21 % own more than one SIM?
- 7. Multiple SIM ownershipslightly 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. … themobile phone actually offers more
- 10. It is thepreferred device for managing schedules and personal entertainment Preferred Devices for Activities – Metro Manila Source: GTI 2011 Mobile Life
- 11. Versatility of themobile 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, andcamera features gain higher relevance locally Feature Usage – Metro Manila Source: GTI 2011 Mobile Life Metro Manila
- 13. What’s the mostpopular handset in the country today?
- 14. 70 % currentlyown a Nokia handset, making it the most popular
- 15. Global handset shareover 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 consumerslook 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 gainingground as a purchase influencer Sources of Information Consulted Prior to Handset Purchase – Metro Manila Source: GTI 2011 Mobile Life Metro Manila
- 19. What about socialnetworking 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 Demandfor 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 futurepurchase behavior?
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- 24. The average amountFilipino consumers are willing to pay more for their next mobile phone purchase
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- 26. % ofcurrent mobile phone- owning Filipinos who intend to buy a touchscreen phone during their next purchase…
- 27. … thisis significant considering that only 7 % of them currently own a touchscreen phone
- 28. Mobile phones havegone 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
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Editor's Notes
- #4 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.
- #5 A couple of fun facts about mobile phones in the Metro Manila.
- #6 … implications? Since everybody is on track in getting one handset manufacturers must ensure variety and competitiveness in what they will offer in the future.
- #7 Significance? If I were the network provider I will target to have the lion’s share of SIM cards amongst this group.
- #9 … 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.
- #24 These days Php860.00 can buy you….
- #25 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.
- #26 31 is not only NBA hall of famer Reggie Miller’s number…
- #28 … 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.