mobile multiplies global mobile consumer survey · 2019-10-22 · mobile multiplies global mobile...

Mobile multiplies Global Mobile Consumer SurveyInfographics, Southeast Asia edition

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3 Introduction 4 The ubiquitous device 6 4G: The new normal 8 Instant Messaging and Short Message Service (SMS): Complements or competitors 10 Mobile 'money' apps: A mixed outlook 12 Contact us

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Mobile multiplies Global Mobile Consumer Survey 3

Introduction

For four years now, Deloitte’s Global Technology, Media and Telecommunications (TMT) practice has commissioned an annual online survey of consumers across more than 20 countries, titled the Global Mobile Consumer Survey (GMCS). This survey is fielded by an independent research firm, and focuses on consumer behaviours, trends and opinions with regards to a broad range of wireless and mobile products, technologies and services.

In July 2014, Deloitte conducted the fourth iteration of our Global Mobile Consumer Survey to provide unique insights into mobile consumer behaviour with data gathered from 37,000 respondents across 22 locations, including the Southeast Asia (SEA) countries of Indonesia (Base: All respondents: 1,000), the Philippines (Base: All respondents: 1,000), Singapore (Base: All respondents: 2,000) and Thailand (Base: All respondents: 1,000).

This year’s survey offers intriguing insights. Some were expected, but others were less anticipated. The key themes for SEA have been extracted and analysed in this report to offer Deloitte’s perspectives on the SEA mobile consumer market to telecommunications companies in the region.

4

The ubiquitous device

Smartphones are becoming ubiquitous.

With the exception of Singapore, social networks are more commonly used than email. Singapore users top in the use of voice calls, SMS and Instant Messaging.

Indonesia

Philippines

Singapore

Thailand

Socialnetworks Email

53%

52%

54%

62%

28%

32%

58%

27%

In Singapore, almost 9 out of 10 respondents have access to a smartphone, the highest

globally.

Figure 1: Smartphone penetration in SingaporeQuestion: Which, if any, of the following devices do you own or have ready access to?

Figure 2: Smartphone usage patterns for social networking and emailQuestion: In the last seven days, for which, if any, of the following activities have you used your phone for?

Source: Deloitte Global Mobile Consumer Survey, SEA edition, July 2014


Playing games is the most popular activity among smartphone users in SEA.

As Internet access becomes more essential, consumers’ priorities for connectivity change. ‘Reliability of data network’ emerged as one of the top possible reasons for changing providers.

73%

60%

55%

75%

Indonesia

Philippines

Singapore

Thailand

Implications for telecommunications companies

•High connectivity as well as wide access to social networks and mobile gaming are well-poised to continue to drive smartphone penetration in SEA.

•Future networks will require both Wi-Fi and 4G to ensure network reliability and foster sufficient Quality of Service (QoS) and higher adoption of large screen smartphones and tablets. Monetisation and single sign-on capabilities are still emerging and need to be proactively pushed.

•Data experience is key for network differentiation, resulting in a need to review the current network design and configuration.

55%

26%

32%

45%

Indonesia

Philippines

Singapore

Thailand

Figure 3: Smartphone usage patterns for gamingQuestion: In the last seven days, for which, if any, of the following activities have you used your phone for?

Figure 4: Respondents who cited "Reliability of data network" as a reason for changing operatorsQuestion: If you were to change your operator in the future, which, if any, of the following would be the reasons for changing it?


6

4G: The new normal

... And those that have tried 4G want to continue using it.

Consumers in emerging SEA countries are not satisfied with 2G/3G…

93%81%

63%

Thai

land

Phili

ppin

es

Indo

nesi

a

Figure 7: 4G respondents who wish to continue subscribing to 4G/Long-Term Evolution (LTE)Question: Are you likely to subscribe to 4G/LTE in the next 12 months?

Figure 5: 2G/3G respondents who are not satisfied with speedQuestion: How do you feel about the Internet speed you currently get on your phone from your operator?

Figure 6: 2G/3G respondents who are not satisfied with quota or priceQuestion: How do you feel about the Internet subscription or tariff you currently get on your phone from your operator?


Note: As of July 2014, Thailand has not had a commercial launch of 4G.

41% 64%51%

Thailand

Philippines

Indonesia

56%Indonesia

69%Philippines

64%Thailand


But in Singapore...

The number of people finding 4G to be faster than 3G dropped by almost 30% in one year

The number of people who believe there is no difference in speed rose by almost four times

4G is being offered as a free upgrade more often today


•4G adoption is inevitable and take-up rates can be further enhanced by different factors: – Improved mobile network reliability (including Wi-Fi). – Increased user engagement in data centric activities such as gaming, social networking, Instant Messaging, and music and video streaming.

– Increased penetration of phablets and other large screen smartphones to enable better TV or video-watching and gaming experience.

•4G networks need to be seen as an extension of the 3G experience and require targeted commercial roll-out whilst balancing capital expenditure constraints and QoS requirements.

•4G should be leveraged on to gain market share, with value-added services (VAS) or data centric applications as add-ons to foster greater consumer spending.


How would

you rate

the 4G/LTE

service you

subscribe

to?

Do you pay

a premium

for 4G/LTE

service?

Figure 8: Perception of 4G services in SingaporeQuestion: How would you rate the 4G/LTE service you subscribe to compared to the speeds you were previously getting when using your mobile network?

Question: Do you pay a premium for 4G/LTE service relative to what you were paying for Internet via your mobile network provider before you subscribed to 4G/LTE?

ThailandPhilippines

Indonesia

Singapore

Convenient to communicate with friends abroad

Group chat communications – especially with friends and family

Easier to send photos and videos

All my friends and family are already using it

Instant Messaging and Short Message Service (SMS): Complements or competitors

8

Price is not the primary driver for usage of Instant Messaging in SEA – but what is, differs from country to country.

In Singapore, weekly SMS usage has declined 8% from last year,

while Instant Messaging usage has increased 9%.

Figure 9: Primary drivers for Instant Messaging usage by countryQuestion: You told us that compared to 12 months ago, you use Instant Messaging more frequently. Which, if any, of the following describe why?



Females are more active Instant Messaging users, but no single age group dominates across the region.

57%

47%

79%

52%

48%

29%

73%

49%

47%

36%

86%

52%

54%

41%

87%

49%

56%

36%

78%

51%

Indonesia

Philippines

Singapore

Thailand

Gender Age

16–24 25–34 35–44


•Data is the new normal with voice as an application on top. This will lead to significant changes in the margin structure, network design and management as well as commercial offerings (data yield).

•SMS will continue to decline and bottom-out at a country level and repricing will be required.

•Increasing data speed and quality will also fuel over-the-top content’s threat from Instant Messaging expansion to voice calls, where apps are competing for revenues with operators. The race of Voice over LTE (VoLTE) and Rich Communication Services (RCS) are expected to bring operators back into the ring.

Figure 10: Instant Messaging usage by gender and ageQuestion: In the last seven days, in which of the following ways did you use your phone to communicate with others?


10

Mobile ‘money’ apps: A mixed outlook

Checking bank balances and making online purchases are the most common mobile payment activities.

Indonesia

Philippines

Singapore

Thailand

Indonesia

Philippines

Singapore

Thailand

30%

21%

38%

22%

56%

30%

52%

36%

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Check bank balances Make online purchases

Financial institutions and banks are often preferred for money transfer, except for the Philippines, which prefers money transfer services.

Games and applications are the most popular purchases made over mobile.


Figure 11: Respondents who used mobile 'money' apps to check bank balances and make on-line purchasesQuestion: Have you ever used your phone for any of the following?

Figure 12: Popular purchases made over the phoneQuestion: In the last month, which of the following did you purchase on your phone?

Figure 13: Money transfer or remittance preferencesQuestion: Who would you prefer to process your transactions to transfer money to friends or family?


Across the region, consumers are particularly welcoming towards mobile based in-store payment solutions.

76%59% 57% 57%

Indo

nesi

a

Phili

ppin

es

Sing

apor

e

Thai

land



•Screen size matters for functional needs such as mobile banking.

•Checking bank accounts, making online purchases and money transfer are relatively popular activities among mobile users in the region. But only the latter two activities may have potential to be directly monetised by operators.

•In SEA, consumers are showing a significant willingness to utilise mobile solutions to perform in-store payments for micro payment.

•Compared to developed countries such as the UK, SEA countries with more developed telecommunications markets show a significant mobile spending propensity in terms of mobile games and apps.

• Money transfer services are also popular in the region with peaks of 39% in the Philippines. This pattern should be taken in consideration by operators, since their technology may be adapted and leveraged on to come up with a direct technological solution.

Figure 14: Willingness to use mobile based in-store payment solutionsQuestion: If a solution whereby you would be able to pay in shops by using your mobile phone would become available, would you use it?

Deloitte refers to one or more of Deloitte Touche Tohmatsu Limited, a UK private company limited by guarantee (“DTTL”), its network of member firms, and their related entities. DTTL and each of its member firms are legally separate and independent entities. DTTL (also referred to as “Deloitte Global”) does not provide services to clients. Please see www.deloitte.com/about for a more detailed description of DTTL and its member firms.

Deloitte provides audit, consulting, financial advisory, risk management, tax and related services to public and private clients spanning multiple industries. With a globally connected network of member firms in more than 150 countries and territories, Deloitte brings world-class capabilities and high-quality service to clients, delivering the insights they need to address their most complex business challenges. Deloitte’s more than 210,000 professionals are committed to becoming the standard of excellence.

About Deloitte Southeast Asia

Deloitte Southeast Asia Ltd – a member firm of Deloitte Touche Tohmatsu Limited comprising Deloitte practices operating in Brunei, Cambodia, Guam, Indonesia, Lao PDR, Malaysia, Myanmar, Philippines, Singapore, Thailand and Vietnam – was established to deliver measurable value to the particular demands of increasingly intra-regional and fast growing companies and enterprises.

Comprising over 270 partners and 6,300 professionals in 24 office locations, the subsidiaries and affiliates of Deloitte Southeast Asia Ltd combine their technical expertise and deep industry knowledge to deliver consistent high quality services to companies in the region.

All services are provided through the individual country practices, their subsidiaries and affiliates which are separate and independent legal entities.

© 2015 Deloitte Southeast Asia Ltd

Contact us

For more information, please contact

John GoeresExecutive Director, ConsultingTechnology, Media & Telecommunications+65 6232 [email protected]

Southeast Asia TMT Practice

Southeast AsiaJohn Goeres+65 6232 [email protected]

BruneiPengiran Moksin+67 3222 [email protected]

GuamDaniel Fitzgerald+1 671 646 3884 [email protected]

IndonesiaParlindungan Siahaan+62 21 2992 3100 [email protected]

MalaysiaJimmy Lai+60 3 7610 [email protected]

PhilippinesLuisito Amper+63 2581 [email protected]

SingaporeShariq Barmaky+65 6530 [email protected]

ThailandParichart Jiravachara+66 2676 5700 [email protected]

VietnamNguyen Trung +84 8 3910 0751 [email protected]

mobile multiplies global mobile consumer survey · 2019-10-22 · mobile multiplies global mobile...

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