Pinoy mobile internet users are 'app-crazy'
MANILA, Philippines - There's no doubt Filipinos love their "Angry Birds" and "Candy Crush." The Philippines has the highest download rate for games and apps in Southeast Asia, according to the first Mobile Internet Consumer Report for Southeast Asia.
The report, unveiled by the Mobile Marketing Association (MMA) and Vserv.mobi, a leading global mobile ad network, showed that almost 80% of mobile internet users in the Philippines have downloaded a mobile game or app last month.
Filipinos are not as keen on downloading videos and music. The report showed in the Philippines, downloads for videos (39%) and music (30%) are relatively lower than the Southeast Asia average.
The Southeast Asian average is 67% for game/app downloads, 46% for videos and 38% for music and wallpaper.
The report is aimed at providing media planners and brand advertisers with insights on mobile internet users to enhance their reach in the region.
"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," Rohit Dadwal, managing director of MMA Asia Pacific, said.
Pinoy mobile internet users
The report noted the Southeast Asian mobile internet user is young, employed and possesses a high spending power. Over 70% of users are working professionals, with a high spending power that includes frequent visits to restaurants, shopping malls & movie theatres
More than half of mobile internet users in the region are generally young; below 24 years old. The Philippines has the highest proportion (28%) of 18-24 year old mobile internet users across the region.
The Philippines also has the highest female to male ratio among mobile internet users in the region, 56% male and 44% female. The Southeast Asian average if 63% male and 37% female.
The Philippines also has the highest proportion of graduates (29%) and post-graduates (54%) in the region. More than a third of mobile internet users in the Philippines are from the non-working class.
Filipino mobile internet users also like to shop, with 3 out of 4 (74%) visiting a mall or market in the last month - the highest in Southeast Asia. The average in Southeast Asia is 58%.
When it comes to mobile ads, Filipinos like those that help them download mobile content (51%) or learn about a brand (46%).
The Mobile Internet Consumer report is based on a primary survey of over 3,000 mobile web and app users conducted in July 2013.