Pakistan Trends 2013: Online, Mobile, Social

transcript

OVERVIEW: ONLINE, MOBILE, SOCIAL

PAKISTAN 2013June 2013Siim Teller

DID YOU KNOW…

June 2003 I Pakistan Mobile Market Overview I Siim@ansr.io I @teller

internet users inThat there are 31 million

Pakistan? 15 million ofthem browse the web withtheir mobile phone.

KEY STATS - PAKISTAN

POPULATION

INTERNET PENETRATION

MOBILE SUBSCRIBERS

INTERNET USERS

URBAN / RURAL

AVERAGE INCOME A YEAR

190 Milliong

31 Million 16%

36% / 64%

125 Million Less than $3000O

POPULATION

70% of population under 30

Source: pta.gov.pk

“Despite financial challenges Pakistanis are embracing connected devices and the content that they offer.”

ÅönA@hprÉ

Simon Kemp (we are social)

KEY MOBILE DATA

Mobile subscribersadding 1 million a month

Mobile internet users8% penetration

Broadband subscribersMore than doubled in 2 years

125M15M

Source: pta.gov.pk, smartchoice.pk

10% smartphone penetration

75% of phones use Symbian i.e. feature phones

80% phones cost less than $100

KEY MOBILE DATAPAKISTAN IS THE 5TH LARGEST MOBILE PHONE MARKET IN ASIA

Source: propakistani.pk, Nokia

MOBILE INTERNET

11%Internet visitsfrom mobiles

Out of 182 million pageviews in April, 2013

Source: Effective Measure

spend more than an hour80% of internet users

online every day. But theaverage session is only5 minutes.

Source: B Solutions (SEP 2012), Effective Measure

{DID YOU KNOW…

BITE SIZE

124455

272829

505253

SOCIAL MEDIA USERS

Social media penetration Pakistan has a long

way to go. At 4% penetration only Laos,

Bangladesh and Myanmar have

lower percentage of people

using social

media.%

Source: we are social

SOCIAL MEDIA USERS

9 million

1.9 million

1.2 million

3.5 million

1.4 million

6 7% growthin a year

+1.1M in last 6 months

Source: Third World Strategy, we are social

Remember: population 183 million

Importantly, 70% of the country’s Facebook users are below the age of 25. More than half of them come from the country’s richest 10% of households. The result is a highly concentrated social media audience of young, affluent consumers.

ACEBOOK

Source: Third World Strategy , B Solutions (SEP 2012)

ACEBOOK

Access Facebook via their smartphone

Of online population use Facebook

Split between men/women among Facebook users

And among mobile internet users in generalSource: we are social

ONLINE AD SPEND

$5 million

1% of a total ad spendof $500 million

There is no official data. Local eCommerce experts estimate market size to be around

$25-30 million a year.

ECOMMERCE

FINANCIAL SERVICES

Only 12% have access to

formal financial services

Only 9% have a mobile banking

account

37% annual growth

Source: A2FS, 2012

`• Inability to finalise terms for the auction of

3G mobile licenses• Confusing rules around multi-SIM

ownership and mobile number portability• Despite this - $7 billion in foreign direct

investment into telecom sector since 2005. Telenor has just announced committment to another 1B.

TELECOM CHALLENGES

WANT TO REACH THEM?

The fastest and most affordable way of reaching and researching consumers in Pakistan is with mobile surveys.We offer access to profiled respondents on smartphones, feature phones and tablets.

You only pay for completed surveys.

VISIT WWW.ANSR.IO

Thank you!

@adamdawood, @inspirex, @WaqasADay,

@babushka99, @eskimon

Photos: Murtaza Mahmud, Natasha d.H

Creative Commons: adapt, modify, use as you like, but please give credit

Pakistan Trends 2013: Online, Mobile, Social

Technology