THE MOBILEINTERNET CONSUMER SINGAPORE 2013AUDIENCE INSIGHTS ON MOBILE WEB AND APP USERS

Preface

The Mobile Internet Consumer - Singapore 2013 report produced by MMA & Vserv.mobi addresses the audience insights of the growing mobile internet user base in Singapore.This report focuses on profiling the mobile web & app users, their purchasing power,lifestyle and consumption pattern.The findings and insights are drawn from a survey conducted in the six key countries - Indonesia, Malaysia, Philippines, Singapore,Thailand and Vietnam.

The Mobile Internet Consumer report is designed for media planners & brandadvertisers. It will also help app developers, content providers, OEMs & telecom service providers in understanding the evolving mobile consumer. It is created with the objective to help brands plan their media strategy for reaching the righttarget audience through Mobile Web & Apps. The Mobile Internet Consumerreport is available for India, Southeast Asia, Middle East & Africa and Latin America.

DEMOGRAPHICS

Age

Less than 18 yrs

18-24 yrs

25-35 yrs

more than 35 yrs

30%35%

25%

10%

Singapore has the higher proportion of older age groups among mobile internet user base compared to other SEA markets

SEA AVERAGE

19 %

28 %

32 %

21 %

3THE MOBILE INTERNET CONSUMER - SINGAPORE 2013 |

Gender

2/3rd of mobile internetusers are men in SEA

37%FemaleMale

66% 34%

63 %* 37 %*

*SEA AVERAGE 4THE MOBILE INTERNET CONSUMER - SINGAPORE 2013 |

Education35% |

28% |

32% |

5% |Uneducated

Schooling upto 12 yrs

Diploma / Undergraduate

Graduate / Post Graduate

Composition of mobile internet users by education in Singapore is similar to the SEA region

5THE MOBILE INTERNET CONSUMER - SINGAPORE 2013 |

36 %*

27 %*

27 %*

10 %*

*SEA AVERAGE

*SEA AVERAGE

Occupation

7% Currentlynot working /Retired

Student13%55% Full timejob

Housewives3%

7% $Part timejob

Self Employed Professional10%

Business5%Over 50% of mobile internet users in Singapore are full-time employees

6%*

18%*

4%*

41%*

10%*

8%*

13%*

6THE MOBILE INTERNET CONSUMER - SINGAPORE 2013 |

CONSUMPTION PATTERN

Mobile content downloaded in the last month

Game / App Video Music Themes

60%44% 29% 28%

Only 13% of mobile internet users in Singapore download all types of Mobile content in a month, least in SEA region

8THE MOBILE INTERNET CONSUMER - SINGAPORE 2013 |

67%* 46%* 38%* 32%*

*SEA AVERAGE

9THE MOBILE INTERNET CONSUMER - SINGAPORE 2013 | *SEA AVERAGE

55%*

42%*

27%*

36%*

Users love mobile ads that help them... Game / App Video

Ringtone / Song Wallpaper / Screensaver

21%

29%Mobile internet users in Singapore find mobile ads very useful to locate something nearby

Download mobile content

Find a good deal on something

Learn about a brand

Locate something nearby

47% |

40% |

28% |

36% |

$

PURCHASING POWER

Product Ownership

Automobiles Payment CardsConsumer DurablesConnected Devices

Over 1/4th of mobile internet usersown a payment card in Singapore,higher than the regional average

43% 30% 27%

Computers

42%

Tablets

24%

39%* 29%* 38%* 32%* 23%*

*SEA AVERAGE 11THE MOBILE INTERNET CONSUMER - SINGAPORE 2013 |

12THE MOBILE INTERNET CONSUMER - SINGAPORE 2013 | *SEA AVERAGE

Affluent Lifestyle

Shopping Mall / Market

Movie Theatre

Restaurant

61% |

48% |

43% |

1 out of 5 mobile internet users from Singapore visited all places - movie theatre, shopping mall/market and a restaurant, highest in SEA

41%*

47%*

58%*

About the studyThe Mobile Internet Consumer report produced by MMA & Vserv.mobi is based ona primary survey of over 3000 mobile web & app users. The survey was conductedusing random sampling for natural representation of the target group across 6 keycountries in Southeast Asia - Indonesia, Malaysia, Philippines, Singapore, Thailandand Vietnam. The overall Southeast Asia averages were weighted as per theregional composition of mobile internet users in each focus country.

To know more about The Mobile Internet Consumer report, please write to us atinsights@vserv.mobi or visit vserv.mobi/insights

About the Mobile Marketing Association (MMA)The Mobile Marketing Association (MMA) is the premier global non-profit trade association established to lead the growth of mobile marketing and its associated technologies. The MMA is an action-oriented organization designed to clear obstacles to market development, establish mobile media guidelines and best practices for sustainable growth, and evangelize the use of the mobile channel. The more than 700 member companies, representing nearly fifty countries around the globe, include all members of the mobile media ecosystem. The Mobile Marketing Association’s global headquarters are located in the United States and it has regional chapters including North America (NA), Europe (EUR), Latin American (LATAM) and Asia Pacific (APAC) branches.

For more information, please visit www.mmaglobal.com. For information relating to the MMA’s Mobile Marketing Forum series, please visit www.mobilemarketingforum.com.

About Vserv.mobi

Vserv.mobi is a leading Global Mobile Ad Network with strong presence in emerging markets.Vserv's pioneering technology AppWrapper powers One Click App Monetization for 20,000+ Appsacross platforms. AppWrapper is the World’s Simplest App Monetization - it enables premiumadvertising & innovative pricing models on any app, without coding, in just one click. Vserv’s othergame changing platform, AudiencePro, combines the scale of the Vserv.mobi globalMobile Ad Network with comprehensive user data from TelCos, to revolutionize how advertisers canreach their exact target audience across all mobile platforms. Vserv is the only Ad Network with Appmedia across Smart Phones, Tablets, and Smarter Feature Phones, thus providing advertisersunparalleled reach and engagement. Built on superior technology, the Vserv Marketplace deliversexceptional ROI to advertisers as well as enhanced earnings to developers & publishers.

Visit www.vserv.mobi for more details or follow Vserv.mobi on: @vservmobi