In June 2013, Pakistan's mobile market was highlighted with 31 million internet users, of which 15 million accessed the web via mobile phones. While mobile penetration is increasing, social media usage remains low at only 4%, which indicates a potential for growth among young, affluent consumers. Challenges in the telecom sector include complex rules around licensing and mobile services, yet the sector continues to attract significant foreign investment.

1. OVERVIEW: ONLINE, MOBILE, SOCIAL
PAKISTAN 2013
June 2013
Siim Teller

2. DID YOU KNOW…
6,
June 2003 I Pakistan Mobile Market Overview I Siim@ansr.io I @teller
internet users in
That there are 31 million
Pakistan? 15 million of
them browse the web with
their mobile phone.

3. June 2003 I Pakistan Mobile Market Overview I Siim@ansr.io I @teller
KEY STATS - PAKISTAN
POPULATION
INTERNET PENETRATION
MOBILE SUBSCRIBERS
INTERNET USERS
URBAN / RURAL
AVERAGE INCOME A YEAR
190 Milliong
31 Million 16%
36% / 64%
125 Million Less than $3000O
`

4. June 2003 I Pakistan Mobile Market Overview I Siim@ansr.io I @teller
POPULATION
70% of population
under 30
Source: pta.gov.pk

5. “Despite financial
challenges Pakistanis
are embracing
connected devices
and the content that
they offer.”
Å ö n
A @ h
p r É
June 2003 I Pakistan Mobile Market Overview I Siim@ansr.io I @teller
Simon Kemp (we are social)

6. KEY MOBILE DATA
June 2003 I Pakistan Mobile Market Overview I Siim@ansr.io I @teller
Mobile subscribers
adding 1 million a month
Mobile internet users
8% penetration
Broadband subscribers
More than doubled in 2 years
125M
15M
2.2M
Source: pta.gov.pk, smartchoice.pk

7. 10% smartphone penetration
75% of phones use Symbian i.e. feature phones
80% phones cost less than $100
KEY MOBILE DATA
PAKISTAN IS THE 5TH LARGEST MOBILE PHONE MARKET IN ASIA
June 2003 I Pakistan Mobile Market Overview I Siim@ansr.io I @teller
O
N
#
Source: propakistani.pk, Nokia

8. June 2003 I Pakistan Mobile Market Overview I Siim@ansr.io I @teller
MOBILE INTERNET
11%
Internet visits
from mobiles
Out of 182 million pageviews in April, 2013
Source: Effective Measure

9. spend more than an hour
80% of internet users
online every day. But the
average session is only
5 minutes.
Source: B Solutions (SEP 2012), Effective Measure
June 2003 I Pakistan Mobile Market Overview I Siim@ansr.io I @teller
{
DID YOU KNOW…
BITE
SIZE

10. Taiwan
Brunei
HongKong
Singapore
Malaysia
China
Macao
SKorea
Maldives
Philippines
Japan
Thailand
Asia
Indonesia
Mongolia
Vietnam
Bhutan
SriLanka
Nepal
India
Cambodia
Pakistan
Laos
Bangladesh
Myanman
12
4455
77
1213
1819
23
272829
36
39
41
4545
50
5253
56
SOCIAL MEDIA USERS
June 2003 I Pakistan Mobile Market Overview I Siim@ansr.io I @teller
Social media penetration Pakistan has a long
way to go. At 4% penetration only Laos,
Bangladesh and Myanmar have
lower percentage of people
using social
media.
%
N/A
Source: we are social

11. June 2003 I Pakistan Mobile Market Overview I Siim@ansr.io I @teller
SOCIAL MEDIA USERS

 

9 million
1.9 million
1.2 million
3.5 million
1.4 million
67% growth
in a year
+1.1M in last 6 months
Source: Third World Strategy, we are social
Remember: population 183 million

12. Importantly, 70% of the country’s Facebook users are
below the age of 25.
More than half of them come from the country’s richest
10% of households.
The result is a highly concentrated social media
audience of young, affluent consumers.
June 2003 I Pakistan Mobile Market Overview I Siim@ansr.io I @teller
ACEBOOK
Source: Third World Strategy , B Solutions (SEP 2012)

13. ACEBOOK
33%
30%
70-30
Access Facebook via their smartphone
Of online population use Facebook
Split between men/women among Facebook users
June 2003 I Pakistan Mobile Market Overview I Siim@ansr.io I @teller

And among mobile internet users in general
Source: we are social

14. June 2003 I Pakistan Mobile Market Overview I Siim@ansr.io I @teller
ONLINE AD SPEND
$5 million
1% of a total ad spend
of $500 million

15. June 2003 I Pakistan Mobile Market Overview I Siim@ansr.io I @teller
There is no official data. Local eCommerce
experts estimate market size to be around
$25-30 million a year.
ECOMMERCE
.

16. June 2003 I Pakistan Mobile Market Overview I Siim@ansr.io I @teller
FINANCIAL SERVICES
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Only 12% have
access to
formal financial
services
Only 9% have a
mobile banking
account
37% annual growth
Source: A2FS, 2012

17. `
• Inability to finalise terms for the auction of
3G mobile licenses
• Confusing rules around multi-SIM
ownership and mobile number portability
• Despite this - $7 billion in foreign direct
investment into telecom sector since
2005. Telenor has just announced
committment to another 1B.
June 2003 I Pakistan Mobile Market Overview I Siim@ansr.io I @teller
TELECOM CHALLENGES

18. WANT TO REACH THEM?
The fastest and most affordable
way of reaching and researching
consumers in Pakistan is with
mobile surveys.
We offer access to profiled
respondents on smartphones, feature
phones and tablets.
June 2003 I Pakistan Mobile Market Overview I Siim@ansr.io I @teller
You only pay for completed surveys.
VISIT WWW.ANSR.IO

19. Thank you!
@adamdawood, @inspirex, @WaqasADay,
@babushka99, @eskimon
Photos: Murtaza Mahmud, Natasha d.H
Creative Commons: adapt, modify, use as you like, but please give credit