smartphone user persona report 2015 - malaysia

Segmentation of smartphone users as per their profile and app usage

SMARTPHONE USER PERSONA REPORT 2015

malaysia

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MALAYSIA SMARTPHONE GROWTH STORY

8.1

2013 2014 2015 2016 2017

8.9

10.1

11.0

11.8

CAGR (2013-17)10%

Source: eMarketer

SMARTPHONE USER BASE

IN MALAYSIA (IN MILLIONS)

YOUNG SMARTPHONE USER BASE

AGE GROUP WISE BREAK UP (%)

64% of smartphone users are under 30 years

33%

26%

15%

9%

12%

< 18 Y.O.

18-24 Y.O.

40+ Y.O.

36-40 Y.O.

31-35 Y.O.

25-30 Y.O.

Mere demographic data is not

enough anymore and marketers

need to consider smartphone user

profiling based on their interactions

with their devices

Nielsen Smartphone user segmentation study, Malaysia, 2015

5%

2

13%

MAPPING SMARTPHONE USER PERSONASSMARTPHONE USER BASE COMPOSITION : SHARE (%)

DATA GUZZLERSBiggest consumers of data and usage is skewed towards browsing and gaming.

APP JUNKIESHighest number of app & game downloads and installs in a month.

UTILITARIANSUtility-driven app usage along with apps for voice calls

DABBLERSUse smartphones infrequently,seldom access apps and sites.

SOCIAL STARSHighest share of time spent on social networking and chat apps.

POWER USERSHighest time spent on smartphones and very highengagement with online apps.

20%

17%

19%15%

16%


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187

7.4

323

182

8.0

397

171

6.3

310

189

11.1

348

6.6

317

177

7.5

302

6.1

225

Overall

Time SpentMinutes / Day

Apps & GamesInstalls / Month

Total DataConsumptionMB / Day

DataGuzzlers

Dabblers AppJunkies

Power Users Utilitarians Social Stars

MUDAH.MY LAZADA ZALORA

REACH (%) 10.7 8.1 5.2

SHOPPING

CLASH OF CLANS CANDY CRUSH SAGA CANDY CRUSH

SODA SAGA

REACH (%)29.2 19.1 9.6

MOBILEGAMING


Smartphone users in Malaysia, on an average, spend 187 minutes per day on their device. However, usage pattern varies acrosssmartphone user personas

GUVERA MUSIC REAL DRUMS SHAZAM

REACH (%) 4.9 2.7 2.3

MUSIC STREAMING

4

Multiple apps vying for the top spot within Shopping, Mobile Gaming & Music Streaming categories

219 168


SHARE IN SMARTPHONE USER BASEIdentified by highest data consumption. Smartphone

usage is skewed towards browsing and gaming.

• Highest Wi-Fi data consumption (299 MB/Day)

• Higher time spent (Mins/Day) on browsing (12), gaming (52) and

streaming videos (6)

TOP 5 DEVICES

Galaxy Note 3

Zenfone 5

Galaxy Note II

Xperia Z

Galaxy Grand QuattroFREQUENTLY USED APPS

YouTubeFacebook UC Browser

DATA GUZZLERS

20%

OVER-INDEXING PROFILE

18-24 Years Old Predominantly Male

Total Time Spent (Mins/Day)182

DATA CONSUMEDMB PER DAY

Time-band

44

8pm - 12pm

Mins

96 MBCellular

Wifi 299 MB

MOBILE PRIME TIMETIME BAND / MINS

INSTALLSPER MONTH

5.2Apps

Games 2.8

5

O�ine Activities Calls &Messaging

Online Apps Browsing

7MIN

12MIN

90MIN

73MIN

SHARE OF TIME SPENT PER DAY (%)

Numbers in the table indicate Time Spent by Users (Mins/Day)

SOCIALIZING

Chat and VOIP

Social Networking

Dating and Matrimonial

53.8

24.7

1.9

UTILITY

Keypad Locker

Memory Manager

Call

SMS

Anti-Virus

20.7

5.5

4.6

2.2

1.9

SHOPPING

Shopping

Mobile Coupons

Mobile Payment

Phone Wallet

Travel Planner

1.5

0.8

0.4

0.2

0.2

ENTERTAINMENT

Games

Video

Media Players

Image Apps

Media File Viewer

52.1

8.0

6.4

6.3

3.7

SEEKING INFO

Browsers

App Stores

Blogging

Search

Sports App

12.0

1.6

1.6

1.0

0.8

40%

1%

15%

8%

36%


6



Time-band

40

8pm - 12pm

Mins

115 MBCellular

Wifi 195 MB


INSTALLSPER MONTH

3.9Apps

Games 2.4


SHARE IN SMARTPHONE USER BASEThis persona has lower engagement with their smartphone

and seldom accesses apps and sites

• Lower engagement time with smartphone 171 (Mins/Day)

• Lowest time spent (Mins/Day) on online apps (81) and browsing (9)

TOP 5 DEVICES

Galaxy Note II

Galaxy Note 3

Zenfone 5

Galaxy S III

Galaxy NoteFREQUENTLY USED APPS

WhatsApp Facebook Clash of Clans

DABBLERS

19%


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8MIN

9MIN

81MIN

73MIN

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SOCIALIZING

Chat and VOIP

Social Networking


47.1

25.2

2.8

UTILITY

Memory Manager

Call

Anti-Virus

Maps

10.5

5.5

4.0

3.0

SHOPPING

Shopping

Mobile Coupons

Travel Planner

Mobile Payment

1.8

1.6

0.3

0.3

ENTERTAINMENT

Games

Media Players

Video

Image Apps

Media File Viewer

50.7

8.1

6.9

3.6

3.4

SEEKING INFO

Browsers

App Stores

Sports App

Search

9.2

1.7

1.2

1.1


39%

1%

17%

7%

36%


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Time-band

44

8pm - 12pm

Mins

105 MBCellular

Wifi 243 MB


INSTALLSPER MONTH

7.4Apps

Games 3.7


SHARE IN SMARTPHONE USER BASEThis persona sees the highest number of app and game

installs in a month and the usage is skewed towards gaming.

• Highest time spent (Mins/Day) on gaming apps (56.3) and music

streaming (1.0)

• Highest number of apps and games installed per month (11.1)

• Higher than average overall data consumption (Wi-Fi + Cellular) (348 MB/Day)

TOP 5 DEVICES

Zenfone 5

Galaxy Note 3

Galaxy S III

Lenovo A889

Galaxy Note IIFREQUENTLY USED APPS

Clash of Clans Clash of Kings Top Eleven

APP JUNKIES

17%


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10MIN

88MIN

81MIN

10MIN

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56.3

9.2

6.7

4.3

3.1

10.4

1.9

1.8

1.1

0.9



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SOCIALIZING

Chat and VOIP

Social Networking


48.8

30.2

1.9

UTILITY

Memory Manager

Call

SMS

Screen Enhancement

8.0

6.2

4.3

3.2

SHOPPING

Shopping

Mobile Payment

Mobile Coupons

Travel Planner

2.8

1.9

0.7

0.2

ENTERTAINMENT

Games

Video

Media Players

Image Apps

Media File Viewer

SEEKING INFO

Browsers

App Stores

Sports App

Blogging

News

1%

17%

7%

36%

10

39%

18-24 Years Old Predominantly Female




13MIN

59MIN

16MIN

131MIN


Time-band

52

8pm - 12pm

Mins

69 MBCellular

Wifi 247 MB


INSTALLSPER MONTH

4.3Apps

Games 2.3


SHARE IN SMARTPHONE USER BASEThis persona spends highest time on smartphones. Their

usage straddles across categories and has higherthan average engagement across multiple app genres.

• Highest time spent on smartphone (219 Mins/Day)

• Highest engagement (Mins/Day) with online apps such as

Chat /VOIP (78.2),streaming music (0.4) and videos (8.3)

TOP 5 DEVICES

Galaxy Note II

Galaxy Note 3

Galaxy S III

Zenfone 5

Galaxy S IIFREQUENTLY USED APPS

WhatsApp WeChat Facebook

POWER USERS

16%


11

SOCIALIZING

Chat and VOIP

Social Networking


78.2

28.2

4.4

UTILITY

Memory Manager

eBooks

Call

SMS

16.7

16.6

9.5

4.4

SHOPPING

Shopping

Mobile Coupons

Travel Planner

Mobile Payment

3.5

1.2

0.7

0.4

ENTERTAINMENT

Games

Image Apps

Video

Media Players

Media File Viewer

27.8

12.1

9.4

8.3

4.8

SEEKING INFO

Browsers

Sports App

Blogging

App Stores

Search

16.2

6.1

2.7

2.4

1.7

47%

1%

20%

9%

23%




12

36 Year Old and above Predominantly Male


Time-band

39

8pm - 12pm

Mins

82 MBCellular

Wifi 220 MB


INSTALLSPER MONTH

5.4Apps

Games 2.1


SHARE IN SMARTPHONE USER BASETheir usage is primarily utility-driven along withapps for voice calls, news and email.

• Higher time spent (Mins/Day) on utility apps such as news (0.9), email (0.9) as well as apps for voice calls (5.5)

• Lower than average engagement time with smartphone

(177 Mins/Day)

TOP 5 DEVICES

Galaxy Note II

Galaxy Note 3

Zenfone 5

Galaxy S II

Galaxy Note 4FREQUENTLY USED APPS

Scribd Viber Waze

UTILITARIANS

15%


13



8MIN

9MIN

84MIN

76MIN





14

Chat and VOIP

Social Networking


54.0

21.3

5.3

UTILITY

Keypad Locker

Memory Manager

Call

Phone Management Facility

Remote Control

24.6

11.9

5.5

4.0

3.4

SHOPPING

Shopping

Mobile Coupons

Travel Planner

Mobile Payment

2.1

1.0

0.6

0.2

ENTERTAINMENT

Games

Video

Media Players

Media File Viewer

Toy

48.0

5.5

4.7

4.0

1.5

SEEKING INFO

Browsers

App Stores

News

Sports App

Search

9.0

2.0

0.9

0.8

0.6

41%

1%

21%

6%

30%

SOCIALIZING


SHARE IN SMARTPHONE USER BASEAlmost half of their time spent on social networking, chat and VOIP apps

• Highest time spent on social networking apps (31.0 Mins/Day)

• Lowest overall data consumption (Wi-Fi + Cellular) (265 MB/Day)

and apps installed (4.4 Installs/Month)

TOP 5 DEVICES

Galaxy Note 3

Galaxy Note II

Galaxy S III

Galaxy Grand Quattro

Galaxy S 4FREQUENTLY USED APPS

WhatsApp Facebook WeChat

13%


25 - 30 Years old Predominantly Female

SOCIAL STARS

15


Time-band

39

8pm - 12pm

Mins

60 MBCellular

Wifi 165 MB


INSTALLSPER MONTH

4.4Apps

Games 1.7



9MIN

7MIN

94MIN

58MIN





16

Chat and VOIP

Social Networking


53.7

31.0

2.6

UTILITY

Keypad Locker

Security Access Code

Screen Enhancement

Programs

Call

17.0

10.1

7.3

6.9

5.4

SHOPPING

Shopping

Mobile Coupons

Travel Planner

Mobile Payment

1.4

0.9

0.6

0.4

ENTERTAINMENT

Games

Image Apps

Media File Viewer

Video

Media Players

28.5

6.7

5.5

5.3

4.4

SEEKING INFO

Browsers

App Stores

Search

Sports App

Blogging

7.7

1.7

0.8

0.6

0.4

49%

1%

21%

6%

23%

SOCIALIZING

VSERV’S UNPARALLELED REACH ACROSS THE MALAYSIAN SMARTPHONE USER BASE

VSERV HAS ACCESS TO 63% OF THE

SMARTPHONE USER BASE IN MALAYSIA

Reach across all smartphone user personas in Malaysia (in millions)

1.0

1.0

1.1

1.2

1.3

Social Stars

Utilitarians

App Junkies

Power Users

Dabblers

Data Guzzlers

17

0.8

Methodology

BROUGHT TO YOU BY

18

The smartphone user personas are derived

from automated usage data collected from 1,244

Smartphone users across Malaysia.

Actual smartphone usage and consumption

patterns are captured with innovative

smartphone metering technology installed by

opt-in panelists on their smartphones.

Six smartphone user personas emerged from

the two-step cluster analysis done using 27

actual smartphone usage parameters as input

variables, captured over a 3-month period

(Q2 2015)

Nielsen Smartphone User Segmentation, 2015

19

Vserv is the leading smart data platform for mobile marketing

and commerce. The platform has the largest mobile internet

user base in India & Southeast Asia with unique and rich

insights on these users. Vserv’s revolutionary platform

transforms big data to smart data, empowering companies to

achieve sharper results. Founded in 2010, Vserv has over 500

Mn unique user profiles globally, and is backed by Maverick

Capital, IDG Ventures India & Epiphany Ventures.

For details, please visit www.vserv.com

Nielsen Holdings plc

(NYSE: NLSN) is a global performance

management company that provides a

comprehensive understanding of what consumers Watch

and Buy. Nielsen's Watch segment provides media and advertising

clients with Total Audience measurement services across all devices

where content — video, audio and text — is consumed. The Buy

segment o�ers consumer packaged goods manufacturers and

retailers the industry's only global view of retail performance

measurement. By integrating information from its Watch and Buy

segments and other data sources, Nielsen providesits clients with

both world-class measurement as well as analytics that help improve

performance. Nielsen, an S&P 500 company, has operations in over

100 countries that cover more than 90 percent of the world's

population. For more information, visit www.nielsen.com.

ABOUT VSERV

ABOUT NIELSEN

smartphone user persona report 2015 - malaysia

Marketing