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MMA and Vserv.mobi Present SE Asia Mobile Internet Consumer Report

By KC Tan - on 26 Aug 2013, 4:16pm

MMA and Vserv.mobi Present SE Asia Mobile Internet Consumer Report

In collaboration with the Mobile Marketing Association (MMA), Vserv.mobi, a global mobile ad network has just released the Mobile Internet Consumer Report. Covering the regions of Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam, the report provides country-specific insights of consumer mobile Internet usage. As a result, media planners and brand advertisers can use the information to reach their target audience across the region. 

The Mobile Internet Consumer Report covers consumer behavior across Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam

According to the report, these are some of the findings discovered about the consumers in the region:

Demographic Profile

  • More than half of mobile Internet users are generally young; below 24 years of age
  • More than a third possess graduate and postgraduate degrees
  • Over 70% of users are working professionals, with a high spending power that includes frequent visits to restaurants, shopping malls and movie theaters

Consumption Habits

  • Mobile Internet users are content and information hungry, often turning to mobile advertising to fulfill these needs
  • Consumers love mobile ads that provide downloadable content (55%), followed by those that help discover great deals (42%)
  • Apps and games are the most downloaded form of content followed by, videos and music

Demographic Profile

  • Only one out of eight mobile Internet users in Malaysia belong to the youngest age group (less than 18 years)
  • Majority of mobile Internet users in Malaysia hold diplomas or are undergoing undergraduate studies
  • Malaysia has one of the highest proportion of full-time employees in the mobile Internet user base in Southeast Asia (46%)

Consumption Habits

  • In order of popularity, the type of content consumed by mobile Internet users in Malaysia is similar to that of a typical Southeast Asian user. However, the number of users downloading games and apps (59%) is relatively lower than Southeast Asia average
  • The penetration of consumer durables is the lowest in Malaysia (29%)
  • The penetration of computers (37%) and tablets (29%) is on par with the Southeast Asia average

According to Rohit Dadwal, Managing Director of MMA Asia Pacific, "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. We are delighted to partner with Vserv.mobi in providing brands and marketers useful insights, which will help them in making informed decisions on their mobile media spends." 

In addition, Vikas Gulati, Vice-President for Southeast Asia of Vserv.mobi said, "As an industry leader, Vserv.mobi is committed to growing the mobile marketing industry and evangelize the use of mobile as an effective marketing tool. Our joint survey with MMA, the apex body of mobile marketing in the world, is an important step in that direction. Our first Mobile Internet Consumer Report will solve an important pain-point at an industry level by providing astute, ready to use mobile consumer data. It will help marketers in understanding their audiences better, and use those insights to formulate strategies that create sharper and more focused campaigns."

Findings for the Mobile Internet Consumer report was based off a primary survey of over 3,000 mobile web and app users, conducted for two weeks during July 2013. A copy of the report can be downloaded here

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