The document presents a segmentation report of smartphone users in Malaysia for 2015, highlighting growth trends and user personas based on demographics and app usage. Key findings include that 64% of smartphone users are under 30, with distinct personas such as data guzzlers, app junkies, and power users identified. The report emphasizes the importance of understanding user interactions for effective marketing strategies.

1. Segmentation of smartphone users
as per their profile and app usage
SMARTPHONE USER PERSONA REPORT 2015
malaysia
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2. MALAYSIA SMARTPHONE
GROWTH STORY
8.1
2013 2014 2015 2016 2017
8.9
10.1
11.0
11.8
CAGR (2013-17)
10%
Source: eMarketer
SMARTPHONE USER BASE
IN MALAYSIA (IN MILLIONS)
YOUNG SMARTPHONE
USER BASE
AGE GROUP WISE BREAK UP (%)
64% of smartphone users are under 30 years
33%
26%
15%
9%
12%
< 18 Y.O.
18-24 Y.O.
40+ Y.O.
36-40 Y.O.
31-35 Y.O.
25-30 Y.O.
Mere demographic data is not
enough anymore and marketers
need to consider smartphone user
profiling based on their interactions
with their devices
Nielsen Smartphone user segmentation study, Malaysia, 2015
5%
2

3. 13%
MAPPING SMARTPHONE
USER PERSONAS
SMARTPHONE USER BASE COMPOSITION : SHARE (%)
DATA GUZZLERS
Biggest consumers of data
and usage is skewed towards
browsing and gaming.
APP JUNKIES
Highest number of app & game
downloads and installs in a month.
UTILITARIANS
Utility-driven app usage
along with apps for
voice calls
DABBLERS
Use smartphones infrequently,
seldom access apps and sites.
SOCIAL STARS
Highest share of time spent on
social networking and chat apps.
POWER USERS
Highest time spent on
smartphones and very high
engagement with online apps.
20%
17%
19%15%
16%
Nielsen Smartphone user segmentation study, Malaysia, 2015
3
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4. 187
7.4
323
182
8.0
397
171
6.3
310
189
11.1
348
6.6
317
177
7.5
302
6.1
225
Overall
Time Spent
Minutes / Day
Apps & Games
Installs / Month
Total Data
Consumption
MB / Day
Data
Guzzlers
Dabblers App
Junkies
Power Users Utilitarians Social Stars
MUDAH.MY LAZADA ZALORA
REACH (%) 10.7 8.1 5.2
SHOPPING
CLASH OF CLANS CANDY CRUSH SAGA
CANDY CRUSH
SODA SAGA
REACH (%)29.2 19.1 9.6
MOBILE
GAMING
Nielsen Smartphone user segmentation study, Malaysia, 2015
Smartphone users in Malaysia, on an average, spend 187 minutes
per day on their device. However, usage pattern varies across
smartphone user personas
GUVERA MUSIC REAL DRUMS SHAZAM
REACH (%) 4.9 2.7 2.3
MUSIC
STREAMING
4
Multiple apps vying for the top spot within Shopping, Mobile Gaming & Music Streaming categories
219 168

5. Nielsen Smartphone user segmentation study, Malaysia, 2015
SHARE IN SMARTPHONE USER BASE
Identified by highest data consumption. Smartphone
usage is skewed towards browsing and gaming.
• Highest Wi-Fi data consumption (299 MB/Day)
• Higher time spent (Mins/Day) on browsing (12), gaming (52) and
streaming videos (6)
TOP 5 DEVICES
Galaxy Note 3
Zenfone 5
Galaxy Note II
Xperia Z
Galaxy Grand
QuattroFREQUENTLY USED APPS
YouTubeFacebook UC Browser
DATA
GUZZLERS
20%
OVER-INDEXING PROFILE
18-24 Years Old Predominantly Male
Total Time Spent (Mins/Day)
182
DATA CONSUMED
MB PER DAY
Time-band
44
8pm - 12pm
Mins
96 MBCellular
Wifi 299 MB
MOBILE PRIME TIME
TIME BAND / MINS
INSTALLS
PER MONTH
5.2Apps
Games 2.8
5
Offline Activities Calls &
Messaging
Online Apps Browsing
7MIN
12MIN
90MIN
73MIN

6. SHARE OF TIME SPENT
PER DAY (%)
Numbers in the table indicate Time Spent by Users (Mins/Day)
SOCIALIZING
Chat and VOIP
Social Networking
Dating and Matrimonial
53.8
24.7
1.9
UTILITY
Keypad Locker
Memory Manager
Call
SMS
Anti-Virus
20.7
5.5
4.6
2.2
1.9
SHOPPING
Shopping
Mobile Coupons
Mobile Payment
Phone Wallet
Travel Planner
1.5
0.8
0.4
0.2
0.2
ENTERTAINMENT
Games
Video
Media Players
Image Apps
Media File Viewer
52.1
8.0
6.4
6.3
3.7
SEEKING INFO
Browsers
App Stores
Blogging
Search
Sports App
12.0
1.6
1.6
1.0
0.8
40%
1%
15%
8%
36%
Nielsen Smartphone user segmentation study, Malaysia, 2015
6

7. 25-30 Years Old Predominantly Male
DATA CONSUMED
MB PER DAY
Time-band
40
8pm - 12pm
Mins
115 MBCellular
Wifi 195 MB
MOBILE PRIME TIME
TIME BAND / MINS
INSTALLS
PER MONTH
3.9Apps
Games 2.4
Nielsen Smartphone user segmentation study, Malaysia, 2015
SHARE IN SMARTPHONE USER BASE
This persona has lower engagement with their smartphone
and seldom accesses apps and sites
• Lower engagement time with smartphone 171 (Mins/Day)
• Lowest time spent (Mins/Day) on online apps (81) and browsing (9)
TOP 5 DEVICES
Galaxy Note II
Galaxy Note 3
Zenfone 5
Galaxy S III
Galaxy Note
FREQUENTLY USED APPS
WhatsApp Facebook Clash of Clans
DABBLERS
19%
OVER-INDEXING PROFILE
7
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Total Time Spent (Mins/Day)
171
Offline Activities Calls &
Messaging
Online Apps Browsing
8MIN
9MIN
81MIN
73MIN
?

8. Numbers in the table indicate Time Spent by Users (Mins/Day)
SOCIALIZING
Chat and VOIP
Social Networking
Dating and Matrimonial
47.1
25.2
2.8
UTILITY
Memory Manager
Call
Anti-Virus
Maps
10.5
5.5
4.0
3.0
SHOPPING
Shopping
Mobile Coupons
Travel Planner
Mobile Payment
1.8
1.6
0.3
0.3
ENTERTAINMENT
Games
Media Players
Video
Image Apps
Media File Viewer
50.7
8.1
6.9
3.6
3.4
SEEKING INFO
Browsers
App Stores
Sports App
Search
9.2
1.7
1.2
1.1
SHARE OF TIME SPENT
PER DAY (%)
39%
1%
17%
7%
36%
Nielsen Smartphone user segmentation study, Malaysia, 2015
?
8

9. 31-35 Years Old Predominantly Male
DATA CONSUMED
MB PER DAY
Time-band
44
8pm - 12pm
Mins
105 MBCellular
Wifi 243 MB
MOBILE PRIME TIME
TIME BAND / MINS
INSTALLS
PER MONTH
7.4Apps
Games 3.7
Nielsen Smartphone user segmentation study, Malaysia, 2015
SHARE IN SMARTPHONE USER BASE
This persona sees the highest number of app and game
installs in a month and the usage is skewed towards gaming.
• Highest time spent (Mins/Day) on gaming apps (56.3) and music
streaming (1.0)
• Highest number of apps and games installed per month (11.1)
• Higher than average overall data consumption (Wi-Fi + Cellular)
(348 MB/Day)
TOP 5 DEVICES
Zenfone 5
Galaxy Note 3
Galaxy S III
Lenovo A889
Galaxy Note II
FREQUENTLY USED APPS
Clash of Clans Clash of Kings Top Eleven
APP
JUNKIES
17%
OVER-INDEXING PROFILE
9
?
Total Time Spent (Mins/Day)
189
Offline Activities Calls &
Messaging
Online Apps Browsing
10MIN
88MIN
81MIN
10MIN
AJ

10. SHARE OF TIME SPENT
PER DAY (%)
56.3
9.2
6.7
4.3
3.1
10.4
1.9
1.8
1.1
0.9
Numbers in the table indicate Time Spent by Users (Mins/Day)
Nielsen Smartphone user segmentation study, Malaysia, 2015
AJ
SOCIALIZING
Chat and VOIP
Social Networking
Dating and Matrimonial
48.8
30.2
1.9
UTILITY
Memory Manager
Call
SMS
Screen Enhancement
8.0
6.2
4.3
3.2
SHOPPING
Shopping
Mobile Payment
Mobile Coupons
Travel Planner
2.8
1.9
0.7
0.2
ENTERTAINMENT
Games
Video
Media Players
Image Apps
Media File Viewer
SEEKING INFO
Browsers
App Stores
Sports App
Blogging
News
1%
17%
7%
36%
10
39%

11. 18-24 Years Old Predominantly Female
Total Time Spent (Mins/Day)
219
Offline Activities Calls &
Messaging
Online Apps Browsing
13MIN
59MIN
16MIN
131MIN
DATA CONSUMED
MB PER DAY
Time-band
52
8pm - 12pm
Mins
69 MBCellular
Wifi 247 MB
MOBILE PRIME TIME
TIME BAND / MINS
INSTALLS
PER MONTH
4.3Apps
Games 2.3
Nielsen Smartphone user segmentation study, Malaysia, 2015
SHARE IN SMARTPHONE USER BASE
This persona spends highest time on smartphones. Their
usage straddles across categories and has higher
than average engagement across multiple app genres.
• Highest time spent on smartphone (219 Mins/Day)
• Highest engagement (Mins/Day) with online apps such as
Chat /VOIP (78.2),streaming music (0.4) and videos (8.3)
TOP 5 DEVICES
Galaxy Note II
Galaxy Note 3
Galaxy S III
Zenfone 5
Galaxy S II
FREQUENTLY USED APPS
WhatsApp WeChat Facebook
POWER
USERS
16%
OVER-INDEXING PROFILE
11

12. SOCIALIZING
Chat and VOIP
Social Networking
Dating and Matrimonial
78.2
28.2
4.4
UTILITY
Memory Manager
eBooks
Call
SMS
16.7
16.6
9.5
4.4
SHOPPING
Shopping
Mobile Coupons
Travel Planner
Mobile Payment
3.5
1.2
0.7
0.4
ENTERTAINMENT
Games
Image Apps
Video
Media Players
Media File Viewer
27.8
12.1
9.4
8.3
4.8
SEEKING INFO
Browsers
Sports App
Blogging
App Stores
Search
16.2
6.1
2.7
2.4
1.7
47%
1%
20%
9%
23%
SHARE OF TIME SPENT
PER DAY (%)
Numbers in the table indicate Time Spent by Users (Mins/Day)
Nielsen Smartphone user segmentation study, Malaysia, 2015
12

13. 36 Year Old and above Predominantly Male
DATA CONSUMED
MB PER DAY
Time-band
39
8pm - 12pm
Mins
82 MBCellular
Wifi 220 MB
MOBILE PRIME TIME
TIME BAND / MINS
INSTALLS
PER MONTH
5.4Apps
Games 2.1
Nielsen Smartphone user segmentation study, Malaysia, 2015
SHARE IN SMARTPHONE USER BASE
Their usage is primarily utility-driven along with
apps for voice calls, news and email.
• Higher time spent (Mins/Day) on utility apps such as news
(0.9), email (0.9) as well as apps for voice calls (5.5)
• Lower than average engagement time with smartphone
(177 Mins/Day)
TOP 5 DEVICES
Galaxy Note II
Galaxy Note 3
Zenfone 5
Galaxy S II
Galaxy Note 4
FREQUENTLY USED APPS
Scribd Viber Waze
UTILITARIANS
15%
OVER-INDEXING PROFILE
13
Offline Activities Calls &
Messaging
Online Apps Browsing
8MIN
9MIN
84MIN
76MIN
Total Time Spent (Mins/Day)
177

14. SHARE OF TIME SPENT
PER DAY (%)
Numbers in the table indicate Time Spent by Users (Mins/Day)
Nielsen Smartphone user segmentation study, Malaysia, 2015
14
Chat and VOIP
Social Networking
Dating and Matrimonial
54.0
21.3
5.3
UTILITY
Keypad Locker
Memory Manager
Call
Phone Management Facility
Remote Control
24.6
11.9
5.5
4.0
3.4
SHOPPING
Shopping
Mobile Coupons
Travel Planner
Mobile Payment
2.1
1.0
0.6
0.2
ENTERTAINMENT
Games
Video
Media Players
Media File Viewer
Toy
48.0
5.5
4.7
4.0
1.5
SEEKING INFO
Browsers
App Stores
News
Sports App
Search
9.0
2.0
0.9
0.8
0.6
41%
1%
21%
6%
30%
SOCIALIZING

15. Nielsen Smartphone user segmentation study, Malaysia, 2015
SHARE IN SMARTPHONE USER BASE
Almost half of their time spent on social networking,
chat and VOIP apps
• Highest time spent on social networking apps (31.0 Mins/Day)
• Lowest overall data consumption (Wi-Fi + Cellular) (265 MB/Day)
and apps installed (4.4 Installs/Month)
TOP 5 DEVICES
Galaxy Note 3
Galaxy Note II
Galaxy S III
Galaxy Grand Quattro
Galaxy S 4FREQUENTLY USED APPS
WhatsApp Facebook WeChat
13%
OVER-INDEXING PROFILE
25 - 30 Years old Predominantly Female
SOCIAL
STARS
15
DATA CONSUMED
MB PER DAY
Time-band
39
8pm - 12pm
Mins
60 MBCellular
Wifi 165 MB
MOBILE PRIME TIME
TIME BAND / MINS
INSTALLS
PER MONTH
4.4Apps
Games 1.7
Offline Activities Calls &
Messaging
Online Apps Browsing
9MIN
7MIN
94MIN
58MIN
Total Time Spent (Mins/Day)
168

16. SHARE OF TIME SPENT
PER DAY (%)
Numbers in the table indicate Time Spent by Users (Mins/Day)
Nielsen Smartphone user segmentation study, Malaysia, 2015
16
Chat and VOIP
Social Networking
Dating and Matrimonial
53.7
31.0
2.6
UTILITY
Keypad Locker
Security Access Code
Screen Enhancement
Programs
Call
17.0
10.1
7.3
6.9
5.4
SHOPPING
Shopping
Mobile Coupons
Travel Planner
Mobile Payment
1.4
0.9
0.6
0.4
ENTERTAINMENT
Games
Image Apps
Media File Viewer
Video
Media Players
28.5
6.7
5.5
5.3
4.4
SEEKING INFO
Browsers
App Stores
Search
Sports App
Blogging
7.7
1.7
0.8
0.6
0.4
49%
1%
21%
6%
23%
SOCIALIZING

17. VSERV’S UNPARALLELED
REACH ACROSS THE MALAYSIAN
SMARTPHONE USER BASE
VSERV HAS ACCESS TO 63% OF THE
SMARTPHONE USER BASE IN MALAYSIA
Reach across all smartphone user personas in Malaysia (in millions)
1.0
1.0
1.1
1.2
1.3
Social Stars
Utilitarians
App Junkies
Power Users
Dabblers
Data Guzzlers
17
0.8

18. Methodology
BROUGHT TO YOU BY
18
The smartphone user personas are derived
from automated usage data collected from 1,244
Smartphone users across Malaysia.
Actual smartphone usage and consumption
patterns are captured with innovative
smartphone metering technology installed by
opt-in panelists on their smartphones.
Six smartphone user personas emerged from
the two-step cluster analysis done using 27
actual smartphone usage parameters as input
variables, captured over a 3-month period
(Q2 2015)
Nielsen Smartphone User Segmentation, 2015

19. 19
Vserv is the leading smart data platform for mobile marketing
and commerce. The platform has the largest mobile internet
user base in India & Southeast Asia with unique and rich
insights on these users. Vserv’s revolutionary platform
transforms big data to smart data, empowering companies to
achieve sharper results. Founded in 2010, Vserv has over 500
Mn unique user profiles globally, and is backed by Maverick
Capital, IDG Ventures India & Epiphany Ventures.
For details, please visit www.vserv.com
Nielsen Holdings plc
(NYSE: NLSN) is a global performance
management company that provides a
comprehensive understanding of what consumers Watch
and Buy. Nielsen's Watch segment provides media and advertising
clients with Total Audience measurement services across all devices
where content — video, audio and text — is consumed. The Buy
segment offers consumer packaged goods manufacturers and
retailers the industry's only global view of retail performance
measurement. By integrating information from its Watch and Buy
segments and other data sources, Nielsen providesits clients with
both world-class measurement as well as analytics that help improve
performance. Nielsen, an S&P 500 company, has operations in over
100 countries that cover more than 90 percent of the world's
population. For more information, visit www.nielsen.com.
ABOUT VSERV
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