The document details the segmentation of smartphone users in the Philippines based on their profile and app usage, highlighting distinct user personas such as app junkies, gaming buffs, dabblers, utilitarians, power users, explorers, and social stars. Each persona is characterized by their average daily smartphone usage, data consumption, and app engagement, indicating varying behaviors among different age groups and gender. The report concludes with statistics on smartphone user growth in the Philippines and the distribution of user personas in the user base.

1. Segmentation of smartphone users as per their profile and app usage
PHILLIPHINES SMARTPHONE
GROWTH STORY
SHARE IN SMARTPHONE USER BASE
APP
JUNKIES
17%
Smartphone users in Philippines, on an average, spend 140
minutes per day on their device. However usage pattern varies
across smartphone user personas
• Highest time spent on App Stores (2.3 Mins/Day)
• Highest number of apps & games installed per month(15.7)
• Highest overall data consumption (Wi-Fi + Cellular) (339 MB/Day)
OVER-INDEXING PROFILE
18-24 Years Old Predominantly Male
TIME SPENT
Mins/Day
128
APPS/GAMES
Installs/Month
15.7
TOTAL DATA
CONSUMPTION
MB/Day
339
SHARE IN SMARTPHONE USER BASE
16%
• Lowest number of apps and games installed per
month(8)
• Highest share of cellular in total data consumption (20%)
• Lowest time spent on calls & messaging (15 Mins/Day)
OVER-INDEXING PROFILE
31-35 Years Old Balance of Male and Female
TIME SPENT
Mins/Day
139
APPS/GAMES
Installs/Month
8.0
TOTAL DATA
CONSUMPTION
MB/Day
331
DABBLERS
Makes up the largest segment in Smartphone User base in Philippines. Identified by
their highest number of app and game installs and data consumption in a month.
SHARE IN SMARTPHONE USER BASE
GAMING
BUFFS
14%
• Highest time spent on gaming apps (39.2 Mins/Day)
• Highest engagement in the mobile primetime
(33 Mins/Day)
• Smartphone usage highly skewed towards utility
apps (31%)
• Highest time spent on eBooks (16.3 Mins/day)
OVER-INDEXING PROFILE
25-30 Years Old Predominantly Male
TIME SPENT
Mins/Day
141
APPS/GAMES
Installs/Month
10.3
TOTAL DATA
CONSUMPTION
MB/Day
324
They primarily spends most of their time playing games on their smartphones.
Seldom access apps & sites and time spent on offline
activities is more than 40% of total time.
SHARE IN SMARTPHONE USER BASE
14%
• Highest time spent on smartphone (144 Mins/Day)
• Highest time spent (Mins/Day) on shopping apps (2.3)
OVER-INDEXING PROFILE
18-24 Years Old Predominantly Female
TIME SPENT
Mins/Day
132
APPS/GAMES
Installs/Month
9.7
TOTAL DATA
CONSUMPTION
MB/Day
299
UTILITARIANS
Their usage is primarily utility-driven and they spend the highest
amount of time on eBook apps.
SHARE IN SMARTPHONE USER BASE
POWER
USERS
14%
OVER-INDEXING PROFILE
TIME SPENT
Mins/Day
144
APPS/GAMES
Installs/Month
9.8
TOTAL DATA
CONSUMPTION
MB/Day
280
This persona spends the highest time on smartphone. Their engagement with
shopping apps is the highest.
SHARE IN SMARTPHONE USER BASE
14%
• High time spent(Mins/Day) on browsing(13.6),app stores
(1.5),search(1.0)
• Highest time spent on mobile coupons (4.1 Mins/Day)
• High overall data consumption (338 MB/Day)
OVER-INDEXING PROFILE
TIME SPENT
Mins/Day
131
APPS/GAMES
Installs/Month
8.7
TOTAL DATA
CONSUMPTION
MB/Day
338
EXPLORERS
Identified by highest time spent on browsing & searching Their data consumption
is also very high.
Below 18 & Above 36 Years old Predominantly Male
25-30 Years Old Predominantly Female
VSERV HAS ACCESS TO 63% OF THE
SMARTPHONE USER BASE IN PHILLIPINES
Reach across all smartphone user personas in Phillipines (in millions)
Nielsen Smartphone user segmentation study, Philippines, 2015
2.2MN
GAMING BUFFS
2.6MN
APP JUNKIES
2.2MN
UTILITARIANS
2.2MN
POWER USERS
1.7MN
SOCIAL STARS
2.5MN
DABBLERS
2.2MN
EXPLORERS
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SMARTPHONE USER PERSONA REPORT 2015
PHILIPPINES
AJ
14.8
2013 2014 2015 2016 2017
20.0
24.8
29.7
34.8
CAGR (2013-17)
24%
Source: eMarketer
SMARTPHONE USER BASE
IN PHILIPPINES (IN MILLIONS)
AJ
?
• Highest time spent (Mins/Day)on Social networking (40.0),
Chat & VoIP Apps (14.4)
• Lowest overall data consumption (Wi-Fi + Cellular)
(251 MB/Day)
SHARE IN SMARTPHONE USER BASE
SOCIAL
STARS
11%
OVER-INDEXING PROFILE
TIME SPENT
Mins/Day
136
APPS/GAMES
Installs/Month
8.0
TOTAL DATA
CONSUMPTION
MB/Day
251
Identified by highest engagement on social networking, chat and VOIP apps.
36 Years old and above Predominantly Female