DECODING THE ASIAN MOBILE CONSUMER SAGAR PHADKE

Transcription

1 DECODING THE ASIAN MOBILE CONSUMER SAGAR PHADKE

2 WHO IS THE ASIAN MOBILE CONSUMER?

3 WHO S NOT A SMARTPHONE USER IN ASIA? PenetraJon reaching crijcal mass MOBILE OWNERSHIP - SMARTPHONES Smartphone Non- Smartphone 13% 13% 20% 25% 29% 51% 77% 82% 85% 28% 36% 38% 40% 87% 87% 80% 75% 71% 49% 23% 18% 15% 72% 64% 62% 60% Hong Kong Singapore Malaysia Australia China Thailand Indonesia India Philippines UK France Germany US DEVELOPED ASIA DEVELOPING ASIA EUROPE US Source: Nielsen Smartphone Insights

4 YOUNGER CONSUMERS ARE DRIVING ADOPTION IN MOST MARKETS SMARTPHONE OWNERSHIP AMONG MOBILE PHONE USERS 87% 87% 80% 75% 75% 49% 23% 18% 15% Hong Kong Singapore Malaysia Australia China Thailand Indonesia India Philippines DEVELOPED ASIA DEVELOPING ASIA ADOPTION DRIVEN BY BOTH yo BOTH yo Source: Nielsen Smartphone Insights 2013 MALES yo BOTH yo FEMALES yo MALES yo MALES yo MALES yo MALES yo 4

5 TABLET ADOPTION TOO IS PICKING UP DEVICE OWNERSHIP 57% 30% 47% 42% 36% 32% 45% % 19% 17% 16% 5% 5% 5% 3% 1% 1% 2% Hong Kong Singapore Malaysia Australia China Thailand Indonesia India Philippines DEVELOPED ASIA DEVELOPING ASIA Source: Nielsen Smartphone Insights

6 ASIA S CHOICE IS CLEAR: SAMSUNG DEVICE OWNERSHIP 48% 43% 41% 43% 51% 48% 40% 41% 26% 35% 37% 32% 48% 34% 38% 38% 40% 37% Hong Kong Singapore Malaysia Australia China Thailand Indonesia India Philippines DEVELOPED ASIA DEVELOPING ASIA Top Brand (Currently Own) Favorite Brand Source: Nielsen Smartphone Insights

7 FROM MOBILITY TO CONNECTIVITY FROM TO Smartphones Smart Homes One Screen MulJple screens Carrying handsets Wearable technology Someone else s cloud AdverJsing Personal Cloud InteracJve engagement 7

8 WHAT DO WE REALLY D ON OUR MOBILE PHONES?

9 12 UNCOMMON INSIGHTS

10 TOUCH SCREEN AND FEATURES CRITICAL FOR BETTER EXPERIENCE 1 FEATURES FIRST, BRAND LATER Top three device selecjon criteria AUSTRALIA SINGAPORE 1 SCREEN SIZE 2 OPERATING SYSTEM 3 BRAND CHINA 1 BRAND 2 OPERATING SYSTEM 3 DESIGN MALAYSIA 1 PRICE 2 OPERATING SYSTEM 3 BRAND 1 BRAND 2 PRICE 3 OPERATING SYSTEM Source: Nielsen Smartphone Insights 2013 INDONESIA 1 OPERATING SYSTEM 2 DESIGN 3 BRAND INDIA 1 BRAND 2 BATTERY LIFE 3 SCREEN SIZE THAILAND 1 EASE OF USE 2 PRICE 3 BRAND PHILIPPINES 1 BATTERY LIFE 2 BRAND 3 WIFI 10

11 THE POWER OF WOM AND SOCIAL MEDIA 2 WOM AND SOCIAL MEDIA IMPACT DEVICE SELECTION CriJcal for brand marketers to invest in building emojonal connecjon with consumers SINGAPORE MALAYSIA AUSTRALIA 1 FRIENDS/COLLEAGUES/ RELATIVES 2 INTERNET REVIEWS/ BLOGS 1 INTERNET REVIEWS/BLOGS 2 FRIENDS/ COLLEAGUES/ RELATIVES Source: Nielsen Smartphone Insights 2013 INDONESIA 1 FRIENDS/ COLLEAGUES/ RELATIVES 2 ADVERTISEMENTS / MAGAZINES /PAPERS CHINA 1 INTERNET REVIEWS/ BLOGS 2 FRIENDS/COLLEAGUES/ RELATIVES INDIA 1 FRIENDS/ COLLEAGUES/ RELATIVES 2 PHONE DISPLAYS IN SHOPS 1 INTERNET REVIEWS/ BLOGS 2 FRIENDS/ COLLEAGUES/ RELATIVES THAILAND 1 FRIENDS/COLLEAGUES/ RELATIVES 2 PHONE SALESPERSON PHILIPPINES 1 FRIENDS/COLLEAGUES/ RELATIVES 2 PHONE DISPLAYS IN SHOPS 11

12 ASIA IS ALWAYS ONLINE 3 CONSUMERS WANT TO BE CONNECTED 24/7 AdopJon of Data Plan not a limijng factor USED IN THE LAST 30 DAYS 84% 87% 86% 88% 78% 54% 75% 65% 68% 68% 64% 64% 47% 45% 40% 73% 22% 7% Hong Kong Singapore Malaysia Australia China Thailand Indonesia India Philippines Source: Nielsen Smartphone Insights 2013 DEVELOPED ASIA DEVELOPING ASIA Data Plan WiFi Usage 12

13 I CAN T FUNCTION WITHOUT MY MOBILE PHONE! 4 ASIAN CONSUMERS ARE BIG ON VOICE AND SMS BASIC ACTIVITIES - INCIDENCE IN LAST 30 DAYS INDIA SMS 44% 27% 16% CHINA SMS 90% 70% 67% THAILAND SMS 61% 52% 33% INDONESIA Source: Nielsen Smartphone Insights % 69% MALAYSIA 92% 79% SINGAPORE SMS 49% SMS 63% SMS 93% 69% 67% SOCIAL NETWORK CHAT APPS SMS SHORT MESSAGING SERVICE 13

14 IN REALITY, PEOPLE USE THEIR SMARTPHONES MORE THAN THEY SAY THEY DO SAY DO 5 ACTIVITIES DONE IN LAST 30 DAYS DO DO Web Browsing SAY SAY 40% 25 MINS/DAY 90% DO DO Social Networking SAY SAY 24 MINS/DAY 60% 90% Source: Nielsen Informate Mobile Insights 2013 DO DO 33 MINS/DAY 90% Chat SAY SAY 50% DO DO 8 MINS/DAY 50% SMS SAY SAY 90% TOTAL TIME SPENT /DAY Philippines 171 mins Indonesia 196 mins Thailand 209 mins Malaysia 249 mins 14

15 ASIA WANTS APPS 6 GAMES & SNS APPS FEATURE AMONG TOP APP CATEGORIES IN ASIA APPS USED IN LAST 30 DAYS 1. GAMES 2. SOCIAL NETWORKING 3. NEWS 4. WEATHER 5. CHAT HONG KONG 1. GAMES 2. SOCIAL NETWORKING 3. NEWS 4. MUSIC 5. CHAT SINGAPORE 1. SOCIAL NETWORKING 2. GAMES 3. MUSIC 4. CHAT 5. PHOTOGRAPHY MALAYSIA Source: Nielsen Smartphone Insights GAMES 2. MUSIC 3. SOCIAL NETWORKING 4. WEATHER 5. BANKING/FINANCE AUSTRALIA 1. SOCIAL NETWORKING 2. MUSIC 3. GAMES 4. NEWS 5. VIDEO INDONESIA 1. GAMES 2. MUSIC 3. SOCIAL NETWORKING 4. NEWS 5. CHAT CHINA 1. MUSIC 2. PHOTOGRAPHY 3. SOCIAL NETWORKING 4. GAMES 5. VIDEO INDIA 1. GAMES 2. PHOTOGRAPHY 3. MUSIC 4. SOCIAL NETWORKING 5. VIDEO THAILAND 1. MUSIC 2. GAMES 3. SOCIAL NETWORKING 4. VIDEO 5. PHOTOGRAPHY PHILIPPINES 15

16 ASIA WANTS APPS 6 LOCAL PORTALS SUCH AS DETIK (INDONESIA) AND SANOOK (THAILAND) ARE POPULAR Right behind global giants Facebook and Google THAILAND DO (Tracked Actual Usage) MALAYSIA DO (Tracked Actual Usage) INDONESIA DO (Tracked Actual Usage) Facebook 80% Google 78% You Tube 39% sanook.com 24% kapook.com 21% Google 83% Facebook 78% Blogspot 50% Twimer 23% Wikipedia 18% Facebook 71% Google 67% Twimer 18% Youtube 30% DeJk 21% PHILIPPINES Sources: Nielsen Informate Mobile Insights 2013 DO (Tracked Actual Usage) Facebook 73% Google 73% You Tube 35% Yahoo 20% INDIA DO (Tracked Actual Usage) Google 74% Facebook 53% You Tube 23% 16

17 AND WE WANT IT FREE! 7 MAJORITY OF SMARTPHONE USERS DOWNLOAD FREE APPS APPS DOWNLOADED IN LAST 30 DAYS 1% 1% 1% 1% 11% 11% 5% 23% 19% 24% 15% 11% 43% 43% 19% 76% 77% 80% 76% 56% 56% 84% 70% 84% 13% Hong Kong Singapore Malaysia Australia China Thailand Indonesia India Philippines Source: Nielsen Smartphone Insights 2013 DEVELOPED ASIA DEVELOPING ASIA All Free Apps Both Paid and Free Apps All Paid Apps 17

18 UNVEILING SOUTHEAST ASIA S APP STARS 8 UNSURPRISINGLY, FACEBOOK DOMINATES THE REGION ON ENGAGEMENT TOP 10 SMARTPHONE APPS IN SOUTHEAST ASIA (JUNE 2013) PHILIPPINES INDONESIA THAILAND MALAYSIA Rank App Name Rank App Name Rank App Name Rank App Name 1 Facebook 1 Facebook 1 Line 1 Facebook 2 Google Play Store 2 BBM 2 Facebook 2 WeChat 3 YouTube 3 WhatsApp 3 Top Eleven 3 WhatsApp 4 Viber 4 LINE 4 YouTube 4 YouTube 5 Candy Crush Saga 5 Top Eleven 5 Google Play Store 5 Google Play Store 6 WeChat 7 Facebook Messenger 8 Google Search 9 Skype 10 Drag Racing Source : Nielsen Informate Mobile Insights Google Play Store 7 WeChat 8 Twimer 9 YouTube 10 BlackBerry World 6 Poker Texas Boyaa 7 Candy Crush Saga 8 Whatsapp 9 Instagram 10 Google search 6 Candy Crush Saga 7 LINE 8 Instagram 9 Viber 10 Pou My Pet Alien 18

19 CHAT APPS 9 WOMEN LOVE TO CHAT What is your brand doing about it? TIME SPENT IN MINUTES PER DAY ON CHAT APPS 71 Source: Nielsen Informate Mobile Insights Philippines Indonesia Thailand Malaysia Males Females 19

20 MOBILE VIDEO 10 MOBILE VIDEO BEGINNING TO GAIN TRACTION IN ASIA Most Common in Hong Kong and Singapore 53% MOBILE VIDEO IN LAST 30 DAYS 38% 37% 34% 16% 22% 11% 8% 8% Hong Kong Singapore Malaysia Australia Thailand China Philippines Indonesia India Source: Nielsen Smartphone Insights 2013 DEVELOPED ASIA DEVELOPING ASIA 20

21 MOBILE SHOPPING 11 SEASONED MOBILE SHOPPERS HAIL FROM JAPAN AND KOREA M- COMMERCE IN LAST 30 DAYS JAPAN KOREA M Commerce and Shopping (Apps + Websites) 89% M Commerce and Shopping (Apps + Websites) 67% Rakuten Ichiba Shopping 56% Coupang 23% Amazon kakaku.com Source: Nielsen Mobile Netview 28% 49% Gmarket Ticketmonster 19% 18% 21

22 MOBILE SHOPPING 11 MOBILE SHOPPING IS A HUGE OPPORTUNITY IN DEVELOPING ASIA 31% MOBILE SHOPPING ACTIVITIES IN LAST 30 DAYS 28% 27% 25% 8% 7% 7% 3% Singapore Hong Kong Malaysia Australia India Thailand Indonesia Philippines Source: Nielsen Smartphone Insights 2013 DEVELOPED ASIA DEVELOPING ASIA 22

23 MOBILE SHOPPING 11 MOBILE AS A MARKETING MEDIUM Browsing products through websites or Apps Purchasing products 44 % 17 % 20 % 12 % DEVELOPED DEVELOPING DEVELOPED DEVELOPING Reading online product reviews Scanning a barcode for price/product informajon Source: Nielsen Smartphone Insights % 15 % DEVELOPED DEVELOPING DEVELOPED DEVELOPING 14 % 10 % 23

24 ASIA IS WARMING UP TO MOBILE ADVERTISING 12 ASIAN CONSUMERS ARE RECEPTIVE TO MOBILE ADS MOBILE ADVERTISING IN LAST 30 DAYS RECEIVED CLICKED Japan 80% Japan 78% Korea 81% Korea 67% Hong Kong 75% Hong Kong 78% Singapore 76% Singapore 70% Malaysia 81% Malaysia 74% Australia China Thailand Indonesia India Philippines Source: Nielsen Smartphone Insights 2012/ % 47% 45% 30% 41% 82% Australia China Thailand Indonesia India Philippines 64% 90% 53% 56% 87% 74% 24

25 ASIA IS WARMING UP TO MOBILE ADVERTISING IN- APP ADVERTISING MOST PREVALENT 12 47% 45% 25% 27% 18% SMS 14% 17% 27% 20% 14% 11% 9% SMS 7% 5% KOREA DEVELOPED AUSTRALIA 45% 27% 36% 42% 38% 37% 38% 38% 37% MALAYSIA Source: Nielsen Smartphone Insights 2012/2013 SMS Apps Watching Video/Mobile TV Online games 20% 14% DEVELOPING Mobile Internet SMS CHINA 28% SMS 27% Streaming online music/radio LocaJon- based services 20% 25

26 ASIA IS WARMING UP TO MOBILE ADVERTISING 12 WHEN IT S FREE AND NOT DISTRUPTIVE, IT S MORE LIKELY TO BE ACCEPTED I am ok with adverjsing if it means that I can access content for free I am more likely to click on an ad that does not take me outside of the applicagon to another website 39 % 49 % 33 % 43 % DEVELOPED DEVELOPING DEVELOPED DEVELOPING Source: Nielsen Smartphone Insights

27 MOBILE IS NOT ROCKET SCIENCE WHEN YOU KNOW YOUR ULTIMATE G AL

28 THE FUTURE IS IN MOBILE Mobile technology may be evolving, but best pracjces remain the same Use custom analyjcs to CAPTURE WHAT THE ASIAN MOBILE CONSUMER SAY AND DO User profile can decode specific target groups Capitalise on engagement insights of key Apps and Websites 28

29 THE ASIAN MOBILE CONSUMER DECODED MALAYSIANS ARE THE HEAVIEST USERS OF SOCIAL MEDIA & WEB BROWSING ON THEIR PHONES 52% OF HONG KONG WATCH MOBILE VIDEOS 4 OUT OF 10 KOREANS BUY THEIR PHONES ONLINE 7 OUT OF 10 KOREANS AND JAPANESE USE M- COMMERCE APPS OR WEBSITES MALAYSIA AND SINGAPORE ARE BIG ON APPS 7 OUT OF 10 SINGAPOREANS ACCESS THEIR S ON THEIR MOBILE DEVICES $ $ MALAYSIAN BUY MOBILE DEVICES THAT OFFER 1 OF 3 IN MALAYSIA AND SINGAPORE BANK ON THEIR PHONES WIDE CHOICE OF APPLICATIONS 7 OUT OF 10 SINGAPOREANS RECEIVE MOBILE ADS AT LEAST ONCE A DAY MORE STREAM ONLINE MUSIC THAN SHOP ON THEIR MOBILE PHONES SHOPPING HAS ROOM TO GROW ACROSS AUSTRALIANS ALL SEA COUNTRIES USE BANKING / FINANCE APPS ON THEIR MOBILES MAJORITY IN SINGAPORE and MALAYSIA BROWSE THE WEB ON THEIR MOBILE PHONES MORE STREAM ONLINE MUSIC THAN SHOP ON THEIR MOBILE PHONES SHOPPING HAS ROOM TO GROW ACROSS ALL SEA COUNTRIES 2 of 3 IN INDONESIA AND THE PHILIPPINES LOOK AT MOBILE ADS EASE OF USE & RELIABILITY ARE IMPORTANT TO CONSUMERS IN THE PHILLIPINES INDONESIAN CONSUMERS GO FOR INNOVATIVE FEATURES & STYLISH DESIGNS MAJORITY IN INDONESIA AND THE PHILIPPINES PREFER PRE- PAID SERVICE TO FIXED CONTRACTS 29

30 Sagar Phadke Director, Smartphone AnalyJcs SoluJons Nielsen Asia Pacific, Middle East & Africa