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Mobile Usage Behavior Study of Metro Manila
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Metro Manila 2011
TNS Mobile Life: Now into its sixth year
Regions covered:•North America: USA, Canada•Europe: UK, France, Germany, Spain, Italy, Netherlands, Sweden, Russia•Developed Asia: Australia, Hong Kong, Japan, South Korea, Malaysia, New Zealand, Singapore, Taiwan•China: China only•India: India only•Emerging Asia: Indonesia, Pakistan, Metro Manila, Thailand, Vietnam•Latin America: Argentina, Brazil, Chile, Guatemala & Cost Rica, Mexico•Middle-East & North Africa: Morocco, Saudi Arabia, UAE•Sub-Saharan Africa: Benin, Cameroon, Ghana, Kenya, Nigeria, Senegal, South Africa, Tanzania, Uganda
Metro Manila Coverage:N=500 Face to Face interviews were conducted
Respondent Criteria:Sample Size: n=500Age: 16-60 years oldMales, Females (50-50)Eco Class: ABCDE homes
Area: NCR Philippines - Urban
Fieldwork period: November 20 to December 10, 2010
Survey Areas:NCR Caloocan City Manila Pasay City TaguigLas Piñas City Marikina City Pasig City Valenzuela CityMakati City Muntinlupa City PaterosMalabon City Navotas Quezon CityMandaluyong City Parañaque City San J uan
Focused on MMA since it is the center of mobile internet activity in the country
(19% NCR vs 5% TP)
81% own a Mobile Phone…
… and 21% own more than one SIM?
Multiple SIM ownership slightly higher compared to the rest of Emerging Asia
Multiple SIM Ownership – Metro ManilaSource: GTI 2011 Mobile Life
Location Gender Age Group
Global Tier 2Emerging
EmergingAsia
MetroManila
Male Female 16-21 22-30 31-40 41-50 51-60
Although 73% of personal messages are sent through mobile phones …
… the mobile phone actually offers more
It is the preferred device for managing schedules and personal entertainment
Preferred Devices for Activities – Metro ManilaSource: GTI 2011 Mobile Life
Versatility of the mobile phone is on display during late afternoon and late evening
Most popular usage occasions (amongst users of each feature) – Metro ManilaSource: GTI 2011 Mobile Life
% c
hoos
ing
occa
sion
SMS, calendar, and camera features gain higher relevance locally
Feature Usage – Metro ManilaSource: GTI 2011 Mobile Life
Active Usage of Advanced
Handset FeaturesGLOBAL Emerg Asia Philippines
SMS
Still camera
Play games
Calendar
MP3 Music Player
Video camera
Bluetooth connectivity
FM / AM Radio
MMS - pictures / photos
Mobile Internet
Active Usage of Advanced
Handset FeaturesGLOBAL Emerg Asia Philippines
SMS
Still camera
Play games
Calendar
MP3 Music Player
Video camera
Bluetooth connectivity
FM / AM Radio
MMS - pictures / photos
Mobile Internet
Metro Manila
What’s the most popular handset in the country today?
70% currently own a Nokia handset, making it the most popular
36
3
235
583
642
7080
6060
6
711
1
21 31
1
1
741915
Tier 2 Emerging Emerg Asia Metro Manila 2010 Metro Manila 2011
Others
HTC
Apple
BlackBerry
Motorola
Sony Ericsson
LG
Samsung
Nokia
Global handset share over time
However, Sony Ericsson and Samsung have gained momentum over the past 12 months
Handset Share – Metro ManilaSource: GTI 2011 Mobile Life
What do consumers look for in a mobile phone handset?
GlobalEmerg AsiaPhilippines
Apart from SMS, making entertainment easier also drives handset choice
Drivers of Handset Decision Making – Metro ManilaSource: GTI 2011 Mobile Life
Metro Manila
Digital information gaining ground as a purchase influencer
Sources of Information Consulted Prior to Handset Purchase – Metro ManilaSource: GTI 2011 Mobile Life
Word of mouth
Point of sale
Marketing / ads
Global Emerg Asia PhilippinesMetro Manila
What about social networking on mobile?
Internet Sites Visited – Metro ManilaSource: GTI 2011 Mobile Life
Social networking sites have shown dramatic growth in the past 12 months
Usage and Demand for Social Networking Services – Metro ManilaSource: GTI 2011 Mobile Life
Social networkers are keen on checking location, playing games, uploading photos and videos
What about future purchase behavior?
860.00Php
The average amount Filipino consumers are willing to pay more for their next mobile phone purchase
31%
% of current mobile phone- owning Filipinos who intend to buy a touchscreen phone during their next purchase…
… this is significant considering that only 7% of them currently own a touchscreen phone
• Mobile phones have gone beyond simply texting, it has become more versatile
• Using the phone for personal entertainment, specifically taking and sharing videos, is higher than Global
• Social networking is pushing use of mobile internet
• Handset manufacturers need to ensure that entertainment offers are available and easy to access.
KEY TAKEAWAYS
Metro Manila 2011