PHL mobile usage getting more sophisticated, survey says
Connectivity is giving brands greater opportunities to enter the mobile personal space of consumers, a market research firm said.
TNS' “Mobile Life 2013,” an annual study on behaviors of mobile users from 40 countries including the Philippines, tracked 500 respondents in Metro Manila aged 16 to 60.
“Based on the findings of the Mobile 2013 study, these increases in various mobile activities explain the growing trend of Wi-Fi accessibility in public areas. We found that 35 percent of Metro Manila respondents connect to the Internet via Wi-Fi access in public areas in 2013,” said Gary de Ocampo, TNS Philippines Managing Director.
Joseph Webb, head of Digital of TNS Greater China, said mobile phones have morphed into mobile computers, offering “internet on-the-go” and letting consumers “always be on.”
In particular, smartphones have a global mobile penetration of 92 percent and are changing the traditional mobile phone dynamics, including its role, performance, design, pricing and brand preferences.
In Metro Manila most respondents own “multiple screens” or more than just one device.
"A typical household owns at least four (4.6) of the following devices: a mobile phone (89%), smartphone (53%), tablet (14%), desktop (39%), laptop/netbooks (37%) and smart TV (4%)," the study said.
TNS said this gives opportunities for brands can minimize risks and realize the opportunities of these mobile trends.
It said consumers consider their mobile phones as a personal device, creating their own mobile personal space or “circle of trust.”
"Brands that want to penetrate this mobile personal space must be able to address consumers’ needs by providing them convenience, relevance, independence, experience and reassurance,” said de Ocampo.
In the Philippines, the TNS study showed 75 percent of Metro Manila respondents surveyed are taking photos or videos - a slight increase from 73 percent in 2012).
About 45 percent browse the internet from 32 percent in 2012); 44 percent are accessing their social networking sites compared to 34 percent in 2012); and 37 percent are checking their emails from a mere 23 percent in 2012.
The study also showed mobile users have changed their purchasing priorities, from buying a phone based on its looks to finding features that will enhance their personal experience.
According to TNS, the increase in smartphone ownership reflects a changing need for mobile phone users to own phones that go beyond calling and texting.
It added telecommunications charges have also evolved from minutes to data, as more consumers use their phones for internet-enabled activities.
Mobile phones most important tech
More than half of consumers - 54 percent - in the study across all countries surveyed, regardless of gender and age, consider mobile phones as their most important piece of technology.
The percentage is higher in Metro Manila at 64 percent, with 53 percent saying they currently own a smartphone.
Smartphone ownership in Metro Manila was up 11 percent from 2012, the study showed.
"Globally, smartphone ownership rose from 30 percent in 2012 to 42 percent this year," it said. — TJD, GMA News
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