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Smartphone User Persona Report 2015 - Philippines
This document summarizes smartphone user personas in the Philippines based on a Nielsen study. It identifies 7 primary personas based on their app usage and engagement: App Junkies, Dabblers, Gaming Buffs, Utilitarians, Power Users, Explorers, and Social Stars. For each persona, it provides demographic profiles, top devices used, most used apps, time spent on activities, and data consumption patterns. The smartphone user base in the Philippines is growing rapidly and is predominantly young users under 30.
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Smartphone User Persona Report 2015 - Philippines
- 1. Segmentation of smartphoneusers as per their profile and app usage SMARTPHONE USER PERSONA REPORT 2015 PHILIPPINES AJ ?
- 2. PHILIPPINES SMARTPHONE GROWTH STORY 14.8 20132014 2015 2016 2017 20.0 24.8 29.7 34.8 CAGR (2013-17) 24% Source: eMarketer SMARTPHONE USER BASE IN PHILIPPINES (IN MILLIONS) YOUNG SMARTPHONE USER BASE AGE GROUP WISE BREAK UP (%) 65% of smartphone users are under 30 years 31% 28% 16% 9% 11% < 18 Y.O. 18-24 Y.O. 40+ Y.O. 36-40 Y.O. 31-35 Y.O. 25-30 Y.O. Marketers need to think beyond just demographics and consider smartphone user profiling based on interactions with their devices. Nielsen Smartphone user segmentation study, Philippines, 2015 6% 2
- 3. 11% MAPPING SMARTPHONE USER PERSONAS SMARTPHONEUSER BASE COMPOSITION : SHARE (%) APP JUNKIES Biggest consumers of data, with the highest number of app and game installs per month GAMING BUFFS Use their smartphones primarily for gaming UTILITARIANS Usage is primarily Utility- driven, and engagement is highest with ebook apps. DABBLERS Seldom access apps & sites and time spent on offline activities is more than 40% of total time. SOCIAL STARS Spend most time on smartphones using social networking and chatting apps EXPLORERS Highest time spent on browsing, searching with high overall data consumption 17% 14% 14% 16% 14% 14% Nielsen Smartphone user segmentation study, Philippines, 2015 POWER USERS Highest time spent on smartphone and shopping apps. 3 AJ AJ ?
- 4. 140 10.0 312 128 15.7 339 139 8.0 331 141 10.3 324 9.8 280 131 8.7 338 9.7 299 Overall Time Spent Minutes /Day Apps & Games Installs / Month Total Data Consumption MB / Day App Junkies Dabblers Gaming Buffs Power Users Explorers Utilitarians Social Stars LAZADA ZALORA REACH (%) 14.6 3.3 1.5 SHOPPING CLASH OF CLANS CANDY CRUSH SAGA CANDY CRUSH SODA SAGA REACH (%)42.4 14.9 10.9 MOBILE GAMING Nielsen Smartphone user segmentation study, Philippines, 2015 Smartphone users in Philippines, on an average, spend 140 minutes per day on their device. However usage pattern varies across smartphone user personas SPOTIFY GUVERA MUSIC SING KARAOKE REACH (%) 8.9 7.2 3.2 4 Multiple apps vying for the top spot within Shopping, Mobile Gaming & Music Streaming categories 144 132 8.0 251 136 MUSIC STREAMING eBAY
- 5. Nielsen Smartphone usersegmentation study, Philippines, 2015 SHARE IN SMARTPHONE USER BASE 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. • 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) TOP 5 DEVICES Cherry Mobile H870 Zenfone 5 Galaxy S4 Galaxy S Duos 2 Liquide S100FREQUENTLY USED APPS YouTubeGoogle Play Share It APP JUNKIES 17% OVER-INDEXING PROFILE 18-24 Years Old Predominantly Male Total Time Spent (Mins/Day) 128 DATA CONSUMED MB PER DAY Time-band 31 8pm - 12am Mins 57 MBCellular Wifi 282 MB MOBILE PRIME TIME TIME BAND / MINS INSTALLS PER MONTH 11.2Apps Games 4.5 5 Offline Activities Calls & Messaging Online Apps Browsing 16MIN 11MIN 46MIN 55MIN AJ
- 6. SHARE OF TIMESPENT PER DAY (%) Numbers in the table indicate Time Spent by Users (Mins/Day) SOCIALIZING Social Networking Chat and VOIP 30.9 7.8 UTILITY SMS eBooks Call Memory Manager Keypad Locker 12.9 4.3 4.0 3.9 3.3 SHOPPING Mobile Coupons Travel Planner Shopping Mobile Payment 0.9 0.6 0.6 0.1 ENTERTAINMENT Games Video Media Players Image Apps Media File Viewer 35.9 6.3 5.2 5.1 3.4 SEEKING INFO Browsers App Stores Search Blogging Recipes Sport Apps 11.6 2.3 1.0 0.8 0.3 0.3 26% 1% 24% 11% 38% Nielsen Smartphone user segmentation study, Philippines, 2015 AJ 6
- 7. DATA CONSUMED MB PERDAY Time-band 30 8pm - 12am Mins 66 MBCellular Wifi 265 MB MOBILE PRIME TIME TIME BAND / MINS INSTALLS PER MONTH 6.0Apps Games 2.0 31-35 Years Old Balance of Male and Female Nielsen Smartphone user segmentation study, Philippines, 2015 SHARE IN SMARTPHONE USER BASE Seldom access apps & sites and time spent on offline activities is more than 40% of total time. • 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) TOP 5 DEVICES Galaxy Note 3 Galaxy S4 Galaxy S lll One Touch Pop C3 Galaxy S II FREQUENTLY USED APPS Clash of Clans Facebook Native Browser DABBLERS 16% OVER-INDEXING PROFILE 7 ? ? ? ? ? ? ? ? ? ? ? ? ? ?? ? ? ? ? ? ?? ? Total Time Spent (Mins/Day) 139 Offline Activities Calls & Messaging Online Apps Browsing 15MIN 12MIN 54MIN 58MIN ?
- 8. Numbers in thetable indicate Time Spent by Users (Mins/Day) SOCIALIZING Social Networking Chat and VOIP 33.8 10.5 UTILITY Memory Manager SMS Keypad Locker Health Call 11.5 11.2 7.3 4.9 4.3 SHOPPING Mobile Coupons Shopping Travel Planner Mobile Payment 1.2 0.9 0.4 0.1 ENTERTAINMENT Games Video Image Apps Media Players Media File Viewer 36.7 7.7 3.5 3.3 2.7 SEEKING INFO Browsers Recipes App Stores Search Sport Apps 12.1 1.8 1.7 1.2 0.8 SHARE OF TIME SPENT PER DAY (%) 29% 1% 26% 11% 34% Nielsen Smartphone user segmentation study, Philippines, 2015 ? 8
- 9. DATA CONSUMED MB PERDAY Time-band 33 8pm - 12am Mins 50 MBCellular Wifi 274 MB MOBILE PRIME TIME TIME BAND / MINS INSTALLS PER MONTH 7.0Apps Games 3.3 25-30 Years Old Predominantly Male Nielsen Smartphone user segmentation study, Philippines, 2015 SHARE IN SMARTPHONE USER BASE They primarily spends most of their time playing games on their smartphones. TOP 5 DEVICES Galaxy S4 Galaxy Note Galaxy Grand Zenfone 5 Xperia Z FREQUENTLY USED APPS Clash of Clans Candy Crush Soda Saga Criminal Case 14% OVER-INDEXING PROFILE 9 Total Time Spent (Mins/Day) 141 Offline Activities Calls & Messaging Online Apps Browsing 20MIN 48MIN 13MIN GAMING BUFFS • Highest time spent on gaming apps (39.2 Mins/Day) • Highest engagement in the mobile primetime (33 Mins/Day) 60MIN
- 10. SHARE OF TIMESPENT PER DAY (%) 39.2 6.9 6.2 3.9 3.8 13.7 1.6 1.3 1.1 0.5 Numbers in the table indicate Time Spent by Users (Mins/Day) Nielsen Smartphone user segmentation study, Philippines, 2015 SOCIALIZING Social Networking Chat and VOIP 30.0 8.6 UTILITY SMS Call eBooks Memory Manager Keypad Locker 15.5 5.2 4.1 3.1 2.8 SHOPPING Mobile Coupons Shopping Travel Planner Mobile Payment 2.9 1.0 0.9 0.1 ENTERTAINMENT Games Video Media Players Image Apps Media File Viewer SEEKING INFO Browsers App Stores Sport Apps Blogging Search 1% 25% 11% 38% 10 25%
- 11. DATA CONSUMED MB PERDAY Time-band 32 8pm - 12am Mins 45 MBCellular Wifi 254 MB MOBILE PRIME TIME TIME BAND / MINS INSTALLS PER MONTH 7.1Apps Games 2.6 18-24 Years Old Predominantly Female Total Time Spent (Mins/Day) 132 Offline Activities Calls & Messaging Online Apps Browsing 20MIN 42MIN 12MIN 58MIN Nielsen Smartphone user segmentation study, Philippines, 2015 TOP 5 DEVICES Zenfone 5 Cherry Mobile H870 Galaxy Note II Galaxy S4 Galaxy Ace FREQUENTLY USED APPS Wattpad GO SMS Merriam-Webster UTILITARIANS OVER-INDEXING PROFILE 11 SHARE IN SMARTPHONE USER BASE Their usage is primarily utility-driven and they spend the highest amount of time on eBook apps. • Smartphone usage highly skewed towards utility apps (31%) • Highest time spent on eBooks (16.3 Mins/day) 14%
- 12. SOCIALIZING Social Networking Chat andVOIP 34.6 7.1 UTILITY eBooks SMS Keypad Locker Memory Manager Camera 16.3 15.8 5.6 5.2 2.6 SHOPPING Shopping Mobile Coupons Mobile Payment Travel Planner 1.9 1.1 0.7 0.4 ENTERTAINMENT Games Video Image Apps Media Players Media File Viewer 22.1 8.7 5.9 5.1 4.2 SEEKING INFO Browsers App Stores Sport Apps Search Blogging 12.4 1.3 1.3 1.0 0.9 29% 1% 31% 10% 29% SHARE OF TIME SPENT PER DAY (%) Numbers in the table indicate Time Spent by Users (Mins/Day) Nielsen Smartphone user segmentation study, Philippines, 2015 12
- 13. DATA CONSUMED MB PERDAY Time-band 31 8pm - 12am Mins 46MBCellular Wifi 234 MB MOBILE PRIME TIME TIME BAND / MINS INSTALLS PER MONTH 6.2Apps Games 3.6 Below 18 & Above 36 Years old Predominantly Male Nielsen Smartphone user segmentation study, Philippines, 2015 SHARE IN SMARTPHONE USER BASE This persona spends the highest time on smartphone. Their engagement with shopping apps is the highest. • Highest time spent on smartphone (144 Mins/Day) • Highest time spent (Mins/Day) on shopping apps (2.3) TOP 5 DEVICES Galaxy S4 Galaxy Note II Galaxy S III Zenfone 5 Galaxy Note 3 FREQUENTLY USED APPS Lazada Facebook Messenger Clash of Clans 14% OVER-INDEXING PROFILE 13 Offline Activities Calls & Messaging Online Apps Browsing 19MIN 10MIN 56MIN 58MIN Total Time Spent (Mins/Day) 144 POWER USERS
- 14. SHARE OF TIMESPENT PER DAY (%) Numbers in the table indicate Time Spent by Users (Mins/Day) Nielsen Smartphone user segmentation study, Philippines, 2015 14 Social Networking Chat and VOIP 30.2 12.5 UTILITY SMS Memory Manager eBooks Call Phone Management Facility 14.8 9.5 8.3 6.0 2.3 SHOPPING Shopping Mobile Coupons Travel Planner Mobile Payment 2.3 1.6 1.0 0.3 ENTERTAINMENT Games Video Media Players Image Apps Media File Viewer 38.4 8.0 4.3 3.3 3.2 SEEKING INFO Browsers Recipes App Stores Search Sport Apps 10.3 3.0 2.0 1.3 1.0 28% 1% 25% 9% 36% SOCIALIZING
- 15. DATA CONSUMED MB PERDAY Time-band 29 8pm - 12am Mins 61 MBCellular Wifi 277 MB MOBILE PRIME TIME TIME BAND / MINS INSTALLS PER MONTH 6.7Apps Games 2.0 Nielsen Smartphone user segmentation study, Philippines, 2015 SHARE IN SMARTPHONE USER BASE Identified by highest time spent on browsing & searching. Their data consumption is also very high. • 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) TOP 5 DEVICES Galaxy Grand Prime Galaxy Note II Galaxy Note 3 Zenfone 5 Galaxy AceFREQUENTLY USED APPS Chrome Browser Lazada YouTube 14% OVER-INDEXING PROFILE 25 - 30 Years old Predominantly Female EXPLORERS 15 Offline Activities Calls & Messaging Online Apps Browsing 20MIN 13MIN 59MIN 39MIN Total Time Spent (Mins/Day) 131
- 16. SHARE OF TIMESPENT PER DAY (%) Numbers in the table indicate Time Spent by Users (Mins/Day) Nielsen Smartphone user segmentation study, Philippines, 2015 16 Social Networking Chat and VOIP 30.7 14.4 UTILITY SMS eBooks Call Keypad Locker Anti-Virus 14.0 8.3 6.3 3.8 3.4 SHOPPING Mobile Coupons Shopping Travel Planner Mobile Payment 4.1 1.6 0.8 0.4 ENTERTAINMENT Games Video Media Players Image Apps Media File Viewer 23.3 8.8 4.1 3.8 2.7 SEEKING INFO Browsers App Stores Search Recipes Blogging 13.6 1.5 1.0 0.5 0.4 32% 1% 29% 12% 26% SOCIALIZING
- 17. DATA CONSUMED MB PERDAY Time-band 32 8pm - 12am Mins 26 MBCellular Wifi 225 MB MOBILE PRIME TIME TIME BAND / MINS INSTALLS PER MONTH 5.8Apps Games 2.2 Nielsen Smartphone user segmentation study, Philippines, 2015 SHARE IN SMARTPHONE USER BASE Identified by highest engagement on social networking, chat and VOIP apps. • 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) TOP 5 DEVICES Galaxy Note 3 Galaxy S5 Galaxy S Duos 2 Galaxy Note II One Touch 6030XFREQUENTLY USED APPS Facebook Viber Skype 11% OVER-INDEXING PROFILE 36 Years old and above Predominantly Female 17 Offline Activities Calls & Messaging Online Apps Browsing 18MIN 9MIN 66MIN 44MIN Total Time Spent (Mins/Day) 136 SOCIAL STARS
- 18. SHARE OF TIMESPENT PER DAY (%) Numbers in the table indicate Time Spent by Users (Mins/Day) Nielsen Smartphone user segmentation study, Philippines, 2015 18 Social Networking Chat and VOIP 40.0 14.4 UTILITY SMS Call Memory Manager eBooks Astrologer 13.4 5.2 4.9 3.9 2.7 SHOPPING Travel Planner Mobile Coupons Shopping Phone Wallet Mobile Payment 3.0 1.3 1.1 0.2 0.1 ENTERTAINMENT Games Video TV Image Apps Media File Viewer 31.2 6.1 4.5 3.1 3.1 SEEKING INFO Browsers Sport Apps App Stores Search Recipes 8.8 2.9 1.6 1.2 1.2 39% 1% 24% 8% 28% SOCIALIZING
- 19. VSERV’S UNPARALLELED REACH ACROSSTHE FILIPINO SMARTPHONE USER BASE VSERV HAS ACCESS TO 63% OF THE SMARTPHONE USER BASE IN PHILIPPINES Reach Across All Smartphone User Personas in Philippines ( In Millions ) 2.2 2.2 2.2 2.2 2.5 2.6 Utilitarians 1.7Social Stars Explorers Gaming Buffs Power Users Dabblers App Junkies 19
- 20. Methodology BROUGHT TO YOUBY 20 The smartphone user personas are derived from automated usage data collected from 1810 Smartphone users across Philippines. 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
- 21. 21 Vserv is theleading 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 ABOUT NIELSEN