Mobile Usage Behavior Study of Metro Manila

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