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![The Philippines has the lowest smartphone
penetration in South-East Asia
O
15%expected to
reach 50% in 2015
]]
]
Indonesia 23%
Malaysia 80%
Thailand 49%
Singapore 87%
Source: Tigercub Digital, Oxford Business Group](https://image.slidesharecdn.com/philippinesmobileinternettrends-140708050648-phpapp01/75/Philippines-mobile-internet-trends-5-2048.jpg)
![]]
Android smartphones from
the local “Big 3” are priced in
the $50-$250 range
O
]
Lower priced local brands are expected to
drive smartphone growth](https://image.slidesharecdn.com/philippinesmobileinternettrends-140708050648-phpapp01/75/Philippines-mobile-internet-trends-7-2048.jpg)
![16-24
53%25-34
35%
35-44
9%
45+
3%
88% of the total mobile
internet population is
under the age of 34!
N]
]]
Mobile market is young and will
continue to grow – it’s vital for
brands to target these young
mobile-first consumers.
Source: On Device Research, June 2014
n=900 mobile internet users in the Philippines](https://image.slidesharecdn.com/philippinesmobileinternettrends-140708050648-phpapp01/75/Philippines-mobile-internet-trends-13-2048.jpg)
Uploaded byOn Device Research
Philippines mobile internet trends
This report outlines the rapid growth of mobile internet users in the Philippines, primarily among young and affluent demographics. With smartphone penetration projected to increase significantly, the country's market is also seeing competitive activity from various global brands. Additionally, the report highlights trends in data usage, social media engagement, and emerging mobile payment methods amidst challenges like low LTE speeds.
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Philippines mobile internet trends
- 1. THE PHILIPPINES MOBILE INTERNETCROWD YOUNG, AFFLUENT, AND GROWING FAST Photo: Sivesh Kumar
- 2. This Philippines mobiletrends report combines data from a recent survey of over 900 mobile internet users (smartphone and feature phone), and other publicly available research. Mobile internet users is a small but fast growing group of people in a country where 18 million Filipinos live live on $1.25 a day or less. The survey was conducted by On Device Research in mid-June, 2014. Source: Asian Development Bank 2013
- 3. ON Language preference ofthe mobile internet users 40% English 60% Filipino OO ON ON ON ONON ON ON ON ON Source: On Device Research, June 2014 n=900 mobile internet users in the Philippines
- 4. 97 million! 101%! 70%! 39%!w! O! 96%! 15%! g Smartphone penetrationMobilepenetration Internet penetration Population Netizens under 29 years Netizens on social media Source: Nielsen, Tigercub Digital, US Census Bureau, World Bank The Philippines 2014
- 5. The Philippines hasthe lowest smartphone penetration in South-East Asia O 15%expected to reach 50% in 2015 ]] ] Indonesia 23% Malaysia 80% Thailand 49% Singapore 87% Source: Tigercub Digital, Oxford Business Group
- 6. > +! Smartphone penetrationis growing faster in the Philippines than Indonesia and Vietnam combined Source: International Data Corp 2014
- 7. ]] Android smartphones from thelocal “Big 3” are priced in the $50-$250 range O ] Lower priced local brands are expected to drive smartphone growth
- 8. Samsung rules, fornow Very competitive market, lots of different brands with low market share making up almost a third of the Android phones in use 3% 3% 3% 5% 7% 7% 29% 43% MyPhone Alcatel LG Lenovo CherryMobile Sony Other Samsung Source: On Device Research, June 2014 n=900 Android users in the Philppines
- 9. Huawei is aggressivelytargeting the smartphone market, aiming to gain 10% market share by 2015. In June 2014 it launched Ascend G6 at half the price ($228) compared to the previous model P6. Other Chinese brands like Oppo and Xiaomi are likewise eyeing the country for their Asian expansion. Huawei has eyes on the Philippines Source: Tech in Asia, Philippine Star
- 10. 28 million mobilephones sold in 2013 N O22.9million feature phones 5.1million smartphones 82% 18% Source: International Data Corp 2014
- 11. FILIPINO MOBILE INTERNET USERS Young,urban, affluent NB! Survey data on following slides represents the average mobile internet user 78O
- 12. f k56% males44% females f Average for South-East Asia 63% males 37% females kSource: The Mobile Marketing Association More women go online with their phones compared to South-East Asia average
- 13. 16-24 53%25-34 35% 35-44 9% 45+ 3% 88% ofthe total mobile internet population is under the age of 34! N] ]] Mobile market is young and will continue to grow – it’s vital for brands to target these young mobile-first consumers. Source: On Device Research, June 2014 n=900 mobile internet users in the Philippines
- 14. Tablets more popularthan laptops Smartwatches, fitness trackers, and e-readers owned by very few Q.Whatconsumerelectronicsdoyouown? 2% 2% 3% 7% 23% 25% 30% E-reader (e.g. Amazon Kindle) Fitness tracker (e.g. Fitbit) Smartwatch Smart TV Desktop computer Laptop/netbook Tablet computer (e.g. iPad) 38% of English speakers own a laptop or netbook, while only 16% of Filipino speakers do Source: On Device Research, June 2014 n=900 mobile internet users in the Philippines
- 15. 85% plan topurchase an electronic device in the next six months Q. Which of the following consumer electronics do you plan on purchasing in the next six months? 2% 4% 9% 10% 14% 15% 22% 24% 29% E-reader Fitness tracker (e.g. Fitbit) Smartwatch (e.g. Samsung gear) Feature phone Desktop computer Smart TV Tablet computer (e.g. iPad) Smartphone Laptop/netbook Source: On Device Research, June 2014 n=900 mobile internet users in the Philippines
- 16. Top mobile carriersin the Philippines ` ON 54% share 29% share 46 million subscribers 24.5 million subscribers Other service providers include Sun Cellular, Talk’N Text, Touch Mobile, and ABS-CBN Source: Zong
- 17. 15% 17% 12% 8% 11% 13% 2% 1% Less than P99P100-P299 P300-P499 P500-P799 P800-P999 P1,000-P1,799 P1,800-P2,499 More than P2,500 Note: 1 Philippine Peso equals 0.023 US Dollar 44% spend less than $12 a month on mobile plan Q. Approximately how much do you pay on average per month for your mobile plan? $12 per month $41 per month Source: On Device Research, June 2014 n=900 mobile internet users in the Philippines
- 18. The Philippines hasone of the slowest LTE speeds worldwide Smart Communications is the 5th slowest network among 38 surveyed with 4.43 Mbps Globe Telecom is the 7th slowest network with 6.46 Mbps * Australian networks have the fastest LTE with 24.5 Mbps Source: Open Signal Photo: EricOuano
- 19. w2 out of5 mobile internet users are happy with their data speed 41% 34% 25% Source: On Device Research, June 2014 n=900 mobile internet users in the Philippines SATISFIED NEUTRAL UNSATISFIED
- 20. ^ 17% 7% 12% 3% 50% 11% 100MB 700MB 3GB5GB Unlimited I don't have internet access through my postpaid plan Filipinos are drawn to unlimited internet packages Q. Select the level that is closest to your mobile internet package Source: On Device Research, June 2014 n=900 mobile internet users in the Philippines
- 21. 40% of smartphone ownersin the Philippines spend over 5 hours a day on their phone Source: Global Web Index =
- 22. 94% of internetusers in the Philippines use Facebook Only 54% in the US do F F G F G F G F FG F G F G Source: Tech in Asia
- 23. 42% of totalscreen time in the Philippines is on social media Filipino social media users are #1in the Asia Pacific region spending 4 hours/day in all social channels China: 1.5 hours/day Indonesia: 2.9 hours/day Source: Tencenet, Facebook, CNNIC, Statistic Brain
- 24. 9% 8% 10% 15% 16% 17% 27% 27% 82% Kakao Talk WhatsApp Line WeChat Twitter Yahoo Messenger Skype Viber FacebookMessenger b 80% use Facebook Messenger Note that 2nd and 3rd most popular apps both offer free international calls Q. Which chat apps do you use regularly (at least once a week)? Source: On Device Research, June 2014 n=900 mobile internet users in the Philippines
- 25. Apps are extremelypopular 32% of Filipino smartphone owners download six or more apps per month 45% of these people have paid for app installs or in-app purchases each month 78% of mobile internet users downloaded an app or game in the last month Source: Jana 2014, Vserv 2013
- 26. b 2% 3% 4% 8% 10% 11% 19% 29% Virtual gifts Gift cards Physicalitems Calls worldwide Stickers Videos Music Games 52% have recently bought something on their phone Q. Which of the following have you purchased via a social messaging app within the past week? Source: On Device Research, June 2014 n=900 mobile internet users in the Philippines
- 27. In November 2013Typhoon Haiyan devastated the Philippines killing over 6,250 people and injuring another 28,650. App developers and mobile operators stepped in to save lives change the way people are warned about natural disasters in the future. Disaster warnings go mobile Source: Wikipedia
- 28. Apps like RaincheckPH andiTyphoon alert users of weather threats However, only 16% of mobile internet users have used one of these typhoon warning apps. What about the rest? Source: On Device Research, June 2014 n=900 mobile internet users in the Philippines
- 29. In June 2014the Philippines passed a law ordering all mobile operators to send warnings to those in the path of typhoons and other natural disasters. Mobile emergency alerts are now required by law Source: Dailyjournal, June 2014
- 30. Typhoon relief gavemobile cash usage a boost Globe BanKO partnered with Mercy Corps to help people receive mobile cash transfers as only 27% of people have bank accounts. Nearly 22,000 households were introduced to the service, receiving much needed financial support to recover from the disaster. Source: GMA News, May 2014
- 31. 73% of theFilipino population does not have a bank account Credit card penetration is only 3% Alternative payment methods have cropped up to cater the cardless population. Source: Tech in Asia, World Bank Photo: Kevin Servigon The average population is quite different from the mobile internet users…
- 32. 9% 8% 8% 10% 11% 12% Other payment services BancNet PayCashby Pesopay Smart Money PayPal GCash Over half have used online payment services in the last 3 months Q. Which payment services have you used in the last 3 months? Other payment services include for example Dragon Pay, Apptivate and Bitcoin. Source: On Device Research, June 2014 n=900 mobile internet users in the Philippines
- 33. Ewallets from leadingmobile providers are the most popular O Ewallets like Smart Money and GCash allow users to pay bills, reload airtime, and transfer money to businesses and people O Users load ewallets with cash via in store transactions O 22% use either Smart Money from Smart Communications or GCash from Globe Telecom Source: On Device Research, June 2014 n=900 mobile internet users in the Philippines
- 34. Online cash paymentplatforms # • Cash payment processing services that allows merchants to sell online and get paid in cash. • Merchants can accept cash payments at more than 5,000 outlets nationwide. • Usage of these services isn’t widespread yet – only 8% have used PesoPay. Source: On Device Research, June 2014 n=900 mobile internet users in the Philippines
- 35. Over half arestreaming music Q. Which of the following music streaming services do you use regularly (at least once a week)? 8% 3% 6% 8% 10% 11% 13% Other Amplify Radio Republic Soundcloud My Pinoy Radio Spinnr Spotify Source: On Device Research, June 2014 n=900 mobile internet users in the Philippines
- 36. Globe Telecom offersits GoSURF mobile data plan subscribers free Spotify Premium access. 70% of people who said they use Spotify are on GoSURF data plan. Source: On Device Research, June 2014 n=900 mobile internet users in the Philippines Spotify usage edged on by telco tie-in
- 37. On Device Researchuses the mobile internet to gain access to consumer opinions at any time, place or country. Want Excel tables with the survey data? Contact siim@ondeviceresearch.com
- 38. ondeviceresearch.com Follow us: Find outmore: SiimTeller siim@ondeviceresearch.com @teller +442072786627