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Mobile Life 2013: What to watch for in 2013 and beyond
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“I really couldn’t do anything on my last phone. You know, I just I think that this phone (smartphone) just makes life much simpler.” Consumer FGD, Metro Manila
“I never knew I’d use a smartphone. I mean, my friends showed me their iPhone and BlackBerry, but I always thought that it wasn’t really for me…”
“Wow, I don’t know how I survived without a smartphone before.”
Metro Manila, n=491 Males and Females
16 to 60 years old From SEC class ABCDE households
Global: 43 countries Emerging Asia: India, Thailand, Vietnam,
etc.
Mobile Life 2013: What to watch for in 2013 and beyond
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Smartphones are changing the category dynamics
3
ROLE Phone as computer Phone as phone
DESIGN Personalization of experience Look of the phone exterior
PERFORMANCE Internet on the go Call, text, photos on the go
PRICING Data Minutes
BRANDED
EXPERIENCE
Ecosystem Device
PUSH AWAY FROM DRAWN TOWARDS
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Global Emerging
Asia Metro Manila Male Female 16-21 22-30 31-40 41-50 51-60
54 54 64 66 63
51 70 67 66 63
23 22 18 16 20 23 13 15 21 24
Agree Disagree
%
The mobile experience is shaping consumers’ usage and expectations due to shifting of technology
4
“My mobile is my most important piece of technology”
B20. Attitudes towards mobile phones
Base: Mobile users – Global 35286 | Emerging Asia 3048 | Metro Manila 436 | Male 209 | Female 227 | 16-21 82 | 22-30 127 | 31-40 117 | 41-50 72 | 51-60 38
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Smartphone users recognize that cell phones are fundamentally changing
5
42 35
53 50 56 58 62
51 45 41
Global Emerging Asia Metro Manila Male Female 16-21 22-30 31-40 41-50 51-60
Smartphone ownership (%)
B1. Device ownership
Base: All respondents – Global 37698 | Emerging Asia 3491 | Philippines 491 | Male 245 | Female 246 | 16-21 89 | 22-30 135 | 31-40 129 | 41-50 82 | 51-60 56
It has changed my life.
Note: Figures in brackets () represent 2012 comparison.
2013
(30) (20) (34) (39) (30) (41) (37) (40) (19) (22) 2012
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Tablet
89
53
14 39 37
4
Household ownership
Smartphone only
Laptop/ netbooks
Desktop Total Mobile
Phones
Multiple screens/ devices are changing the mobile market dynamics
6
Device ownership (%)
Smart TV
B1. Device ownership
Base: All respondents – Metro Manila 491
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Tablet Laptop/
netbooks Desktop
Mobile Phone/ Smartphone
Device consideration expands as the market becomes more mature
7
Device share of time
Smart TV
Base: All respondents – Metro Manila 491
Instant messaging
Play games
Access social networks
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As consumers’ sophistication grows, they are also becoming discerning on how their content is provided
8
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34
18 7 5
4 3 1
12
16
Android Symbian (OS)BlackBerry/RIM (OS) iOS (Apple)Windows Phone 7 Windows Mobile 6.5 or lowerWindows Phone 8 OthersDon't Know
60
9
31
Smartphone owners
Advanced feature phones
Basic feature phones
Knowledge of Operating System (OS) grows over time/ through experience
9
Main handset and OS market share (%)
C22. Stated Operating System ownership
Base: Self-reported smartphone users – Metro Manila 260
Local Report 2013 - Philippines
“Android… you mean the Google-based phone, right? I think that’s great. I am sure it’s good for my phone, and it will help me. I use Google all the time.” Metro Manila
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Expanding functionalities capitalize on smartphone promise
10
Top 12 mobile features used
D1. Feature usage
Base: Mobile users – Metro Manila 436 | Global 35286
SMS/text messaging
Listening to music
Taking photos/ videos
Playing games
Calendar function-
ality
Bluetooth connect-
ivity
Browsing the
internet
Social net-working
Emails MMS
WiFi connection
at public areas
Instant messaging
100
81 73 72
64 52
32 34 23
34 35
91
78 75 70
51 51 45 44
37 36 35 34
2012 2013
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Closing thoughts…
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The mobile is a personal device. People make their phone their own and they develop their own mobile personal space
12
Local Report 2013 - Philippines
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If a brand is invited into in a consumer’s mobile personal space, huge benefits are available
13
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However brands need to provide value to remain within this circle; they need to address key consumer needs.
14
Convenience
Experience
Relevance
Independence
Reassurance
Local Report 2013 - Philippines
In Mobile Life 2013, we explore the mobile opportunity through five core needs:
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Relevance
Experience
Reassurance
Independence
Consumers used to spend time to save money. Now they spend money to save time.
Convenience
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Convenience Relevance
Independence
Reassurance
Consumers want to interact with the world around them.
Experience
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Convenience
Experience
Relevance
Independence Consumer want to take the risk out of decision making.
Reassurance
Local Report 2013 - Philippines
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Convenience
Experience Independence
Reassurance
Consumers value offers and solutions more when they are
available at the right time or in the right place.
Relevance
Local Report 2013 - Philippines
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Convenience
Experience
Relevance
Reassurance
People want to get the most out of life.
Independence
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Mobile Life 2013
20
Convenience
Experience
Relevance
Independence
Reassurance
Local Report 2013 - Philippines
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Thanks! Lester Sualog TNS Philippines