Pinoys most keen on mobile apps

Posted on August 28, 2013

MORE Filpino mobile Internet users download games and applications than the Southeast Asian average, a joint study by two mobile marketing groups showed.

“[The] Philippines has the highest download for games and apps in Southeast Asia,” and the Mobile Marketing Association (MMA) said in a statement yesterday.

The average number of Southeast Asians who downloaded games and apps was 67%, according to the groups’ report, The Mobile Internet Consumer -- Philippines 2013.

In comparison, “Almost 80% of mobile internet users in [the] Philippines have downloaded a mobile game or an app last month,” the report read.

However, Filipino users downloaded less videos (39%) and music (30%). The average number of Southeast Asian users who downloaded videos was 46%, while those who downloaded music were 38%.

The Mobile Internet Consumer report was the product of a survey of over 3,000 mobile Web and app users in six Southeast Asian countries: Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam.

The survey was conducted in two weeks this past July to profile the region’s mobile Internet users in terms of purchasing power, lifestyles and consumption patterns.

“Brands are keen to learn more about their growing mobile consumer base to enable a richer and more targeted experience. This increases the relevance of the message and therefore the willingness of the consumer to engage with the brand, both in the short and long term,” MMA Asia Pacific Managing Director Rohit Dadwal said in the statement.

The marketing groups also claimed that 46% of Filipino mobile Internet users also have “a keen interest to learn about brands ... through mobile, slightly higher than the region’s average (36%).”

Filipinos were also said to “enjoy shopping,” with three out of four users having visited a mall or market in the last month, according to the statement. This is compared with the Southeast Asian average of 58%.

As for user age, the Philippines has the highest proportion of 18-24-year-old mobile Internet users in Southeast Asia -- 36% compared with the average 28%, the report showed.

“[The] Philippines has one of the highest Female to Male ratio[s] among mobile internet users in SEA,” the report also read, with females comprising 56% of Filipino mobile Internet users against the region’s average of 37%.

In general, Southeast Asian mobile Internet users are young, employed, and with money to spend, according to the statement: “Over 70% of users are working professionals, with a high spending power that includes frequent visits to restaurants, shopping malls and movie theaters.”

“Mobile internet users are content and information hungry, often turning to mobile advertising to fulfill these needs,” the marketing groups added.

In particular, 55% of Southeast Asian consumers were said to “love mobile ads that provide downloadable content,” followed by ads that “help discover great deals (42%).”

“Mobile Internet users enjoy getting content and deals through mobile ads. Brands leveraging this consumption behavior drive higher engagement and recall,” the report read. -- LCSM