The document analyzes smartphone user segmentation in Thailand, highlighting different user personas based on their profiles and app usage. Key findings include that social stars use their smartphones primarily for social networking, while power users spend the most time on gaming and communication, and data guzzlers have the highest data consumption. Overall, the smartphone user base in Thailand shows varied usage patterns across diverse demographics.

1. Segmentation of smartphone users as per their profile and app usage
THAILAND SMARTPHONE
GROWTH STORY
SHARE IN SMARTPHONE USER BASE
SOCIAL
STARS
20%
Smartphone users in Thailand, on an average, spend 160 min
per day on their device. However usage pattern varies across
smartphone user personas.
• Over half the total time is spent on social networking and chatting
(73.6 Mins/Day)
• Lowest time spent on browsing (11 Mins/Day)
OVER-INDEXING PROFILE
18-24 Years Old Predominantly Male
TIME SPENT
Mins/Day
140
APPS/GAMES
Installs/Month
10.5
TOTAL DATA
CONSUMPTION
MB/Day
508
SHARE IN SMARTPHONE USER BASE
20%
• Lowest time spent on smartphone (122 Mins/Day)
• Lowest number of apps & games installed (7.4
Installs/Month) and overall data consumption
(Wifi + Cellular).(424 MB/Day)
OVER-INDEXING PROFILE
31-40 Years Old Predominantly Female
TIME SPENT
Mins/Day
122
APPS/GAMES
Installs/Month
7.4
TOTAL DATA
CONSUMPTION
MB/Day
424
DABBLERS
This persona is characterized by highest share of time spent on
social networking and chatting apps.
SHARE IN SMARTPHONE USER BASE
POWER
USERS
17%
• Highest time spent on smartphone (208 Mins/Day)
• Highest time spent (Mins/Day) on gaming (37.5), chat and VOIP
apps (62.4)
• Prime time starts an hour later as compared to other personas
(8pm - 11pm)
• Highest engagement with smartphone for traditional
communication i.e. phone calls and text messaging
(19 Mins/Day)
OVER-INDEXING PROFILE
31-40 Years Old Predominantly Male
TIME SPENT
Mins/Day
208
APPS/GAMES
Installs/Month
10.6
TOTAL DATA
CONSUMPTION
MB/Day
535
This persona spends the highest time on smartphone. Highest engagement
with gaming, chat & VOIP apps.
This persona has lowest engagement with their smartphone
and consumes the least amount of data
SHARE IN SMARTPHONE USER BASE
17%
• Highest overall (Wi-Fi + Cellular) data consumption (604 MB/Day)
• Higher than average engagement (Mins/Day) with gaming (27.8)
and social networking apps (38.3)
• Prime time starts an hour later as compared to other
personas (8pm - 11pm)
OVER-INDEXING PROFILE
18-24 Years Old Predominantly Female
TIME SPENT
Mins/Day
130
APPS/GAMES
Installs/Month
11.3
TOTAL DATA
CONSUMPTION
MB/Day
505
CONVERSATIONALISTS
This persona uses smartphones primarily for making calls.
SHARE IN SMARTPHONE USER BASE
DATA
GUZZLERS
13%
OVER-INDEXING PROFILE
TIME SPENT
Mins/Day
169
APPS/GAMES
Installs/Month
10.7
TOTAL DATA
CONSUMPTION
MB/Day
604
This persona is identified by its data consumption which is the highest among
all the personas
SHARE IN SMARTPHONE USER BASE
13%
• Highest time spent (Mins/Day) on browsing (17.9), searching
(1.4) and shopping online (9.8)
OVER-INDEXING PROFILE
TIME SPENT
Mins/Day
191
APPS/GAMES
Installs/Month
8.7
TOTAL DATA
CONSUMPTION
MB/Day
467
EXPLORERS
Identified by highest time spent on browsing, searching, shopping online
and social networking.
25-30 Years Old Predominantly Male
25-30 Years Old Predominantly Female
VSERV HAS ACCESS TO 40% OF THE
SMARTPHONE USER BASE IN THAILAND
Reach across all smartphone user personas in Thailand (in millions)
Nielsen Smartphone user segmentation study, Thailand, 2015
1.1MN
DATA GUZZLERS
1.6MN
SOCIAL STARS
1.4MN
POWER USERS
1.1MN
EXPLORERS
1.6MN
DABBLERS
1.4MN
CONVERSATIONALIST
SMARTPHONE USER PERSONA REPORT 2015
THAILAND
14.4
2013 2014 2015 2016 2017
17.5
20.4
22.8
25.0
CAGR (2013-17)
15%
Source: eMarketer
SMARTPHONE USER BASE
IN THAILAND (IN MILLIONS)
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