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Bài presentation tại Vietnam MMA 2013 về mobile apps
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‘APP-SOLUTELY’WHEN THE DOWNLOADING ISDONE, THE STORY BEGINS
Sagar TamangExecutive Director, Telecom Industry Group,
Southeast Asia
‘APP-SOLUTELY’WHEN THE DOWNLOADING ISDONE, THE STORY BEGINS
Sagar TamangExecutive Director, Telecom Industry Group,
Southeast Asia
AMPLE INTELLIGENCE ON APP ‘DOWNLOADS’ ISAVAILABLE TODAY
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WHO ARETHESE APPSPOPULARWITH?
HOWENGAGEDARE USERS?
LIMITED KNOWLEDGE OF ACTUAL ‘USAGE’ PERSISTS
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WHO ARETHESE APPSPOPULARWITH?
HOWENGAGEDARE USERS?
IT’S WHAT HAPPENS AFTER THE APP IS DOWNLOADEDTHAT MATTERS
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Downloadcompleted
Track engagement Reach consumers withhigh engagement
SAY DO
BECAUSE WE KNOW WHAT SMARTPHONE USERS…..
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SAY DO
60%
40%
90%
90%
Social Networking
Web Browsing DOSAY
DOSAY
IN REALITY, PEOPLE USE THEIR SMARTPHONESMORE THAN THEY SAY THEY DO
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Source: Smartphone Insights 2013 & Nielsen Informate Mobile Insights June 2013
90%
50%
60%
50%
90%
SMS/MMS
IM/CHAT
SAY
DOSAY
DOSAY
UNCOMMON INSIGHTSfor mobile marketers in Asia
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7
UNCOMMON INSIGHTSfor mobile marketers in Asia
13% 13% 20% 25% 29%
51%70%
Smartphone Non-Smartphone
58% 73%
1/10
SMARTPHONE ADOPTION CONTINUES TO GROWSTEADILY IN ASIA
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Source: Nielsen Smartphone Insights 2013Vietnam data is for 2012
87% 87% 80% 75% 71%
49%23%
18% 15%30%
77% 82% 85%70%
Hong Kong Singapore Malaysia Australia China Thailand Indonesia India Philippines Vietnam
58% 73%27%
65% 59%
27%18% 10% NA
2011/2012 smartphone penetration
NA
YOUNGER CONSUMERS ARE DRIVING ADOPTIONIN MOST MARKET
Smartphone ownership among mobile phone users
Hong Kong Singapore Malaysia Australia China Thailand Indonesia India Philippines Vietnam
87% 87% 80% 75% 75% 49% 23% 18% 15% 30%
2/10Co
pyrig
ht ©
2013
The
Nie
lsen
Com
pany
. Con
fiden
tial a
nd p
ropr
ieta
ry.
Hong Kong Singapore Malaysia Australia China Thailand Indonesia India Philippines Vietnam
Adoption Driven by
MALES MALESMALESMALES
16-34yo
16-34yo
45-64yo
16-24yo
25-34yo
FEMALES
25-49yo
16-34yo
25-34yo
16-34yo
MALESBOTHBOTHBOTH
Source: Nielsen Smartphone Insights 2013
16-34yo
MALES
3/10
AND THEY ARE USING SMARTPHONES DIFFERENTLY
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INDUSTRY
Americans using
datingapps has
already doubledsince 2012 –
reaching 13.7million
52% ofRussian
smartphone ownersuse apps for
maps/navigationand search
60% ofIndian
smartphone userswatch video on
mobile
4/10
SMARTPHONES ARE CHANGING BEHAVIOR
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Source: Nielsen Smartphone Insights 2013
Americans using
datingapps has
already doubledsince 2012 –
reaching 13.7million
52% ofRussian
smartphone ownersuse apps for
maps/navigationand search
60% ofIndian
smartphone userswatch video on
mobile
40% ofsmartphone owners
in South Koreaand China usetheir devices while
shopping
85%consumers in the USuse a mobile device
while watchingTV
MORE THAN 1.2BILLION APPUSERSGLOBALLY 1 IN EVERY 5 MOBILE
USERS GLOBALLY TODAY
5/10
CONSUMERS ARE BEGINNING TO USE APPS
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1 IN EVERY 5 MOBILEUSERS GLOBALLY TODAY
APP USERBASE EXPECTED TO GROW 4 TIMES IN THE NEXT 4 YEARS
Source: Portio Research via mobiThinking
WHICH COUNTRY'S CONSUMERS SPEND MAXIMUMTIME ON THEIR SMARTPHONES PER DAY?
a. INDONESIAb. MALAYSIAc. PHILIPPINESd. THAILAND
Q:
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WHICH COUNTRY'S CONSUMERS SPEND MAXIMUMTIME ON THEIR SMARTPHONES PER DAY?
a. INDONESIAb. MALAYSIAc. PHILIPPINESd. THAILAND
MALAYSIA ~ 4 HOURS / DAYA:
Total Active Time On Phone
TOTA
L TIM
E
TOTA
L TIM
E
TOTA
L TIM
E
TOTA
L TIM
E
171
196209
249
6/10
SMARTPHONE USERS: A CAPTIVE AUDIENCE FOR YOU
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Source : Nielsen Informate Mobile Insights June 2013
TOTA
L TIM
E
TOTA
L TIM
E
TOTA
L TIM
E
TOTA
L TIM
E
4563 69 70
41 40 4666
50 5171 77
Philippines Indonesia Thailand Malaysia
Total Time Mins on Comms Mins on Apps Mins on Entertainment
TOTA
L TIM
E
TOTA
L TIM
E
TOTA
L TIM
E
TOTA
L TIM
E
810121416
Malaysia Thailand Indonesia India Philippines
Usage of key activities peaks during late night
7/10
NEW ‘PRIME TIME’ FOR MOBILE?
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10
6:00
7:00
8:00
9:00
10:0
011
:00
12:0
013
:00
14:0
015
:00
16:0
017
:00
18:0
019
:00
20:0
021
:00
22:0
023
:00
0:00
1:00
2:00
3:00
4:00
5:00
All figures represent time spent in minutesSource : Nielsen Informate Mobile Insights July 2013
HOW MANY APPS ARE DOWNLOADED BY SOUTH EASTASIAN SMARTPHONE USERS IN A MONTH ON AVERAGE?a. <10b. 10-15c. 15-20d. > 20
Q:
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HOW MANY APPS ARE DOWNLOADED BY SOUTH EASTASIAN SMARTPHONE USERS IN A MONTH ON AVERAGE?a. <10b. 10-15c. 15-20d. > 20
11 APPS IN A MONTHA:
Average # of App Downloads/Month
MALAYSIA INDONESIA PHILIPPINESTHAILAND INDIA
14
12
Male 10
14
12
8
8
5
14
12
Males download more apps, except in Thailand
8/10
APP DOWNLOADED BY TEENS AND YOUNG ADULTSGE
NDE
R
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12Female
171514
11
15-24
25-35
36-40
40+
14
11121213
8
1391111
5
9877
12
141413
11
Source : Nielsen Informate Mobile Insights July 2013
GEN
DER
AGE
POLL:
TOP APPIN SOUTHEAST ASIA?
POLL:
TOP APPIN SOUTHEAST ASIA?
TOP APPIN SOUTHEAST ASIA?
1st inIndonesia, Malaysia, Philippines andVietnam
Top 5 inThailand, MalaysiaPhilippinesand Vietnam
3rd inIndonesia andMalaysia8th in Thailand
4th inPhilippinesand 5th inMalaysia
Top 10 Smartphone Apps in South East Asia (June 2013)
Rank App Name
1 Facebook
2 Google Play Store
3 YouTube
Rank App Name
1 Facebook
2 BBM
3 WhatsApp
Rank App Name
1 Line
2 Facebook
3 Top Eleven
Rank App Name
1 Facebook
2 WeChat
3 WhatsApp
MALAYSIAINDONESIAPHILIPPINES THAILAND
9/10
Rank App Name
1 Facebook
2 Google +
3 YouTube
VIETNAM
FACEBOOK DOMINATES THE REGION ON ENGAGEMENT
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4 Viber
5 Candy Crush Saga
6 WeChat
7 Facebook Messenger
8 Google Search
9 Skype
10 Drag Racing
4 LINE
5 Top Eleven
6 Google Play Store
7 WeChat
8 Twitter
9 YouTube
10 BlackBerry World
4 YouTube
5 Google Play Store
6 Poker Texas Boyaa
7 Candy Crush Saga
8 Whatsapp
9 Instagram
10 Google search
4 YouTube
5 Google Play Store
6 Candy Crush Saga
7 LINE
8 Instagram
9 Viber
10 Pou My Pet Alien
Source : Nielsen Informate Mobile Insights June 2013
Vietnam: Survey Data
4 Gmail
5 Zing MP3
6 Google Maps
7 Viber
8 Candy Crush
9 Fruit Ninja
10 Wechat
Rank App Name
1 Facebook
2 Google Play Store
3 YouTube
Rank App Name
1 Facebook
2 BBM
3 WhatsApp
Rank App Name
1 Line
2 Facebook
3 Top Eleven
Rank App Name
1 Facebook
2 WeChat
3 WhatsApp
MALAYSIAINDONESIAPHILIPPINES THAILAND
Rank App Name
1 Facebook
2 Google +
3 YouTube
VIETNAM
Pressure on Traditional Methods of Communication but also Provides Large ‘Reach’ OpportunityCHAT & VOIP APPS ARE BECOMING BIG
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4 Viber
5 Candy Crush Saga
6 WeChat
7 Facebook Messenger
8 Google Search
9 Skype
10 Drag Racing
4 LINE
5 Top Eleven
6 Google Play Store
7 WeChat
8 Twitter
9 YouTube
10 BlackBerry World
4 YouTube
5 Google Play Store
6 Poker Texas Boyaa
7 Candy Crush Saga
8 Whatsapp
9 Instagram
10 Google search
4 YouTube
5 Google Play Store
6 Candy Crush Saga
7 LINE
8 Instagram
9 Viber
10 Pou My Pet Alien
4 Gmail
5 Zing MP3
6 Google Maps
7 Viber
8 Candy Crush
9 Fruit Ninja
10 Wechat
Source : Nielsen Informate Mobile Insights June 2013
Vietnam: Survey Data
WHO SPENDS MORE TIME ON CHAT APPS?MEN OR WOMEN?
a. Men (30%+ more)b. Men (10-20% more)c. Women (10-20% more)d. Women (30%+ more)
Q:
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WHO SPENDS MORE TIME ON CHAT APPS?MEN OR WOMEN?
a. Men (30%+ more)b. Men (10-20% more)c. Women (10-20% more)d. Women (30%+ more)
Women spend 50% more timeA:
42
50
56
4650
Time spent in minutes per day on chat apps
What are we doing about it? Target females with chat features and relatedvalue propositions
WOMEN LOVE TO CHAT
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31 30
18
8
18
Malaysia Thailand Indonesia India Philippines
Source : Nielsen Informate Mobile Insights July 2013
In-app advertising will reach $10.4 Billion by 2017. 5 Times the size in 2012
$12,000TOTAL IN-APPADVERTISINGSPEND ($M) ONMOBILE DEVICESSPLIT BY 8 KEYREGIONS2012-2017
10/10
THE MARKET FOR IN-APP ADVERTISING LIKELY TOGROW 5X BY 2017
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Source: Juniper Research
20172012
$0
• AFRICA & MIDDLE EAST• REST OF ASIA PACIFIC• INDIAN SUBCONTINENT• FAR EAST & CHINA• CENTRAL & EASTERN EUROPE• WESTERN EUROPE• LATIN AMERICA• NORTH AMERICA
TOTAL IN-APPADVERTISINGSPEND ($M) ONMOBILE DEVICESSPLIT BY 8 KEYREGIONS2012-2017
APP-SOLUTELY
SMARTPHONE ENGAGEMENT CONTINUES UPWARDSA WINNING MOBILE STRATEGY?
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APP-SOLUTELY
REMEMBER THAT THE STORY JUST BEGINS AFTERTHE DOWNLOADING IS DONE
WHAT WHO WHEN+ + =
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WHAT WHO WHEN
APPS & CONTENT TOTARGET
DEMOGRAPHICYOUNG VS. OLD
MALES VS. FEMALES
DAYPARTDYNAMIC REACH
+ + =
DRIVINGGROWTH
Thank youTHANK YOUThank youPartners