Philippine smartphone user personas vary widely, finds Vserv report

Anne Freier

In Mobile Advertising

January 25, 2016

vserv logo
Data-driven mobile marketing and commerce firm, Vserv, just unveiled its Smartphone User Persona Report (SUPR) 2015 for Philippinesconducted by Nielsen Informate Mobile Insights, which provides a deeper insight into Filipino smartphone user patterns and personas. Growing at a CAGR of 24% from 2013 to 2017, Philippine smartphone user bases are being mostly driven by those under the age of 30 years. 65% of mobile users fall within that age bracket.
Whilst the average smartphone user spends 140 minutes per day on their phone, smartphone personas vary widely, with those downloading multiple apps and games per month presenting the largest segment. App Junkies are predominantly male as are Gaming Buffs. Explorers are made up of mostly female mobile users, spending time to research and browse app stores or finding mobile coupons.
Philippine smartphone user personas
Shopping (Lazada, Zalora and eBay), gaming (Clash of Clans, Candy Crush Saga, Candy Crush Soda Saga) and music (Spotify, Guvera Music, Sing Karaoke) apps make up the top categories.
Top apps
Carlo Santos, Consumer Insights Executive Director, The Nielsen Company Philippines, says:
carlo santos

“We are pleased to work with Vserv to provide marketers with relevant consumer insights, through our Smartphone User Persona Report. The aim of releasing this report is to aid marketers with rich insights that help them sculpt an effective communication strategy. With the rapid proliferation of mobile internet users in Philippines, we are positive that this report will help marketers stay ahead of their game.”

Findings are based on an automated usage data collection from 1810 Philippines-based smartphone users, over a three-month period.
Pranab Punj, Vice President, Global Marketing, Vserv, adds:
pranab punj

“Today, it is crucial for marketers to improve the relevance of their messaging and enrich their consumers’ experience. They need to formulate their strategies focusing on user personas and their intent. As leaders in the smart data space, Vserv has consistently enabled marketers to move beyond demographic data and embrace smart data based targeting. Taking another step towards that commitment, we are delighted to unveil our joint report with Nielsen Informate Mobile Insights – Smartphone User Persona Report 2015 Philippines. The succinct data from this ready reckoner will enable marketers to know, understand and target their audience better by formulating tighter mobile strategies.”