A report based on a study conducted by The Nielsen Co. reveals young Filipino male smartphone users are “App Junkies” while females are “Explorers.”
The report by Vserv Inc. reveals there are seven personas among Filipino smartphone users: App Junkies, Dabblers, Gaming Buffs, Power Users, Explorers, Utilitarians and Social Stars.
According to the report, 17 percent of smartphone users, who are predominantly males and install the highest number of apps and games in a month, are segmented as App Junkies. Likewise, 14 percent of predominantly male smartphone users who spend the highest time on gaming apps in a day are segmented as Gaming Buffs.
On the other hand, 14 percent of smartphone users who are predominantly females and spend the highest time on browsing, app stores, search and mobile coupons are segmented as Explorers.
“The aim of releasing this report is to aid marketers with rich insights that help them sculpt an effective communication strategy,” The Nielsen Co. (Philippines) Consumer Insights Executive Director Carlo Santos was quoted in a statement as saying. “With the rapid proliferation of mobile Internet users in the Philippines, we are positive that this report will help marketers stay ahead of their game.”
The Smartphone User Persona Report is based on an automated usage data collection from over 1,810 smartphone users in Philippines, over a three month period, Vserv explained. The study was conducted using smartphone metering technology installed by opt-in panelists on their smartphones. From the two-step cluster analysis, with 27 actual smartphone usage parameters as input variables, seven smartphone user personas emerged.
According to the report, the Philippine smartphone-user base is growing at a 24-percent compounded annual growth rate from 2013 to 2017.
“This boom in the Philippines’s smartphone market is primarily being propelled by Filipinos under the age of 30, with the report highlighting that 65 percent of users fall in that age bracket.”
As per the study, smartphone users spend on average 140 minutes per day on their devices.
“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,” Vserv Global Marketing Vice President Pranab Punj was quoted in a statement as saying.
“The succinct data from this ready reckoner will enable marketers to know, understand and target their audience better by formulating tighter mobile strategies.”