smartphone user persona report 2015 - philippines (infograph)
Post on 16-Apr-2017
296 Views
Preview:
TRANSCRIPT
Segmentation of smartphone users as per their profile and app usage
PHILLIPHINES SMARTPHONE GROWTH STORY
SHARE IN SMARTPHONE USER BASE
APP JUNKIES
17%
Smartphone users in Philippines, on an average, spend 140 minutes per day on their device. However usage pattern varies across smartphone user personas
• 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)
OVER-INDEXING PROFILE
18-24 Years Old Predominantly Male
TIME SPENTMins/Day
128APPS/GAMESInstalls/Month
15.7TOTAL DATACONSUMPTIONMB/Day
339
SHARE IN SMARTPHONE USER BASE16%
• 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)
OVER-INDEXING PROFILE
31-35 Years Old Balance of Male and Female
TIME SPENTMins/Day
139APPS/GAMESInstalls/Month
8.0TOTAL DATACONSUMPTIONMB/Day
331
DABBLERS
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.
SHARE IN SMARTPHONE USER BASE
GAMING BUFFS
14%
• Highest time spent on gaming apps (39.2 Mins/Day)
• Highest engagement in the mobile primetime
(33 Mins/Day)
• Smartphone usage highly skewed towards utility
apps (31%)
• Highest time spent on eBooks (16.3 Mins/day)
OVER-INDEXING PROFILE
25-30 Years Old Predominantly Male
TIME SPENTMins/Day
141APPS/GAMESInstalls/Month
10.3TOTAL DATACONSUMPTIONMB/Day
324
They primarily spends most of their time playing games on their smartphones.
Seldom access apps & sites and time spent on o�ineactivities is more than 40% of total time.
SHARE IN SMARTPHONE USER BASE
14%
• Highest time spent on smartphone (144 Mins/Day)
• Highest time spent (Mins/Day) on shopping apps (2.3)
OVER-INDEXING PROFILE
18-24 Years Old Predominantly Female
TIME SPENTMins/Day
132APPS/GAMESInstalls/Month
9.7TOTAL DATACONSUMPTIONMB/Day
299
UTILITARIANS
Their usage is primarily utility-driven and they spend the highest amount of time on eBook apps.
SHARE IN SMARTPHONE USER BASE
POWER USERS
14%
OVER-INDEXING PROFILE
TIME SPENTMins/Day
144APPS/GAMESInstalls/Month
9.8TOTAL DATACONSUMPTIONMB/Day
280
This persona spends the highest time on smartphone. Their engagement with shopping apps is the highest.
SHARE IN SMARTPHONE USER BASE
14%
• 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)
OVER-INDEXING PROFILE
TIME SPENTMins/Day
131APPS/GAMESInstalls/Month
8.7TOTAL DATACONSUMPTIONMB/Day
338
EXPLORERS
Identified by highest time spent on browsing & searching Their data consumption is also very high.
Below 18 & Above 36 Years old Predominantly Male
25-30 Years Old Predominantly Female
VSERV HAS ACCESS TO 63% OF THE SMARTPHONE USER BASE IN PHILLIPINESReach across all smartphone user personas in Phillipines (in millions)
Nielsen Smartphone user segmentation study, Philippines, 2015
2.2MN
GAMING BUFFS
2.6MN
APP JUNKIES
2.2MN
UTILITARIANS
2.2MN
POWER USERS
1.7MN
SOCIAL STARS
2.5MN
DABBLERS
2.2MN
EXPLORERS
??
??
??? ? ? ?
?
???
?? ?
??
?
? ?? ???
?
SMARTPHONE USER PERSONA REPORT 2015
PHILIPPINES
AJ
14.8
2013 2014 2015 2016 2017
20.0
24.8
29.7
34.8
CAGR (2013-17)24%
Source: eMarketer
SMARTPHONE USER BASE
IN PHILIPPINES (IN MILLIONS)
AJ
?
• 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)
SHARE IN SMARTPHONE USER BASE
SOCIAL STARS
11%
OVER-INDEXING PROFILE
TIME SPENTMins/Day
136APPS/GAMESInstalls/Month
8.0TOTAL DATACONSUMPTIONMB/Day
251
Identified by highest engagement on social networking, chat and VOIP apps.
36 Years old and above Predominantly Female
top related