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Filipino smartphone users segmented

News, 20 January 2016

MANILA: Young Filipinos are driving the smartphone market in that country and a new survey has identified seven different types of user it says marketers need to understand.

The Smartphone User Persona Report from Vserv, the data platform for mobile marketing and commerce, was based on automated usage data collection from more than 1,810 smartphone users over a three month period.

The study put the research in context: the smartphone user base in the Philippines is growing at a 24% CAGR from 2013 to 2017 and is primarily being propelled by Filipinos under the age of 30 years – 65% of users fall in this age bracket.

Filipinos are also enthusiastic users of their devices, spending on average 140 minutes per day with them.

Among these, the research identified seven different smartphone user personas, the largest of which were termed App Junkies. These accounted for 17% of users, were mostly younger men, big consumers of data and installed the highest number of apps and games in a month.

Dabblers made up 16% of the total. This group seldom accessed apps or websites and spent a significant amount of their smartphone time on offline activities.

The next four groups were evenly divided, each accounting for 14% of the total. Gaming Buffs and Power users were mostly male, the former using their devices primarily for gaming, while the latter spent the most time on their phone and displayed the highest engagement of any group with shopping apps.

Younger women were to the fore among Explorers, a group that spent the most time browsing and searching, and also among Utilitarians, a group with smartphone usage heavily skewed towards utility apps.

Older women emerged as Social Stars, spending the most time on social networking, chat and VOIP apps.

"Today, it is crucial for marketers to improve the relevance of their messaging and enrich their consumers' experience," said Pranab Punj, vice president/global marketing at Vserv.

"They need to formulate their strategies focusing on user personas and their intent," he added, suggesting that this research would help them "know, understand and target their audience better by formulating tighter mobile strategies".

Data sourced from Vserv; additional content by Warc staff