Apple drives Asian mobile web use

13 December 2011

SINGAPORE: Apple, the electronics giant, holds a leading position in South East Asia's mobile internet market, with a majority of this channel's audience going online via one of the firm's devices.

Effective Measure, the insights provider, has released a study assessing the habits of mobile web users in six South East Asian countries, including Indonesia, Thailand, Singapore and Vietnam.

It revealed that 11.3m people, or 53.1% of South East Asia's mobile internet population, accessed the net through handheld gadgets made by Apple in October 2011.

More specifically, 32% of this group utilised Apple's iPad tablet, alongside the 19.1% using an iPhone, suggesting a degree of crossover, and 1.9% leveraging an iPod Touch.

Research in Motion's BlackBerry took an overall share of 6.9%, while Nokia's smartphones logged 2.8%, Samsung's Galaxy slate posted 1.4%, and the same firm's Galaxy mobiles yielded 1.2%.

Apple's share of mobile users hit 79.6% in Thailand, measured against 75.8% in Singapore, 69.2% in the Philippines, 57.1% in Malaysia, 33.7% in Vietnam and a relatively modest 10.1% in Indonesia.

The iPad is Apple's most popular connected product in several nations. In Thailand, it was employed by 47.9% of the local mobile internet community, ahead of 43.7% in the Philippines and 34.6% in Malaysia.

Comparative figures for the iPad stood at 17.1% in Vietnam and 10% in Indonesia. Singapore was the only outlet where the iPhone occupied the pre-eminent role for Apple, as 37.5% of the domestic mobile web users went online in this way.

During Apple's last quarterly conference call in October, Peter Oppenheimer, the company's chief financial officer, reported it had enjoyed "particularly strong" sales growth in Asia Pacific, with iPhone purchase levels more than doubling.

Data sourced from Effective Measure/Seeking Alpha; additional content by Warc staff