1. MOBILE DEVICES & MEDIA CONSUMPTION IN PHILIPPINES: A ‘NEW WAVE’ TAKES SHAPE

2. OBJECTIVES
Understand mobile media
consumption and how
it’s changing…
Recruited via InMobi
global mobile ad network,
conducted over Decision
Fuel mobile platform
22,000 respondents
20 key markets globally
1,010 respondents in the
Philippines, all
responding in Tagalog

3. Research is focused on
those who use mobile
media…
MOBILE
SAVVYUSERS
RESEARCH METHODOLOGY*

4. … including native apps
& mobile websites.
MOBILE
SAVVYUSERS
RESEARCH METHODOLOGY*

5. • Founded and headquartered in Asia, with
offices in Hong Kong, Shanghai and
Singapore
• Independent mobile research specialist –
providing effective and actionable research
insights via mobile
• Tailored, high-quality and rapid-turnaround
approach
• Highly experienced team with extensive
regional credentials over past 12+ years
• Deep expertise in research insights:
– Research design & execution
– Sophisticated analytics
• Powerful research platform:
– Ability to deploy very rapidly and
flexibly
bite-sized mobile research

6. • Over 93bn ad impressions; 578mn unique users
monthly
• Live in 165 countries; 13,000+ Sites & Apps
• $US 215mn funding – Softbank, KPCB, Sherpalo
• Acquired Sprout – Leading Innovator in Rich
Media Ads & HTML 5

7. 50% MALE50% FEMALE
GENDER AGE
CITY TIER
MOBILE
SAVVYUSERS
18%
34%
35%
9%
4%
45 and above
35-44
25-34
20-24
15-19
39% 9% 31% 21%
Tier 1 Tier 2 Tier 3 Tier 4Sample size: n =1,010
Tier 1: Metro Manila
Tier 2: Cebu, Davao, Cagayan de Oro, Bacolod
Tier 3: Other City or Large Town
Tier 4: A Small Town or Village
DEMOGRAPHIC PROFILE

8. Our Mobile Barometer shows a strong inverse correlation
between wealth and mobile centricity
Malaysia
Australia
Hong Kong
Singapore
South Africa
Brazil
Kenya
Indonesia
India
South Korea
Taiwan
China
Upper
Income
Middle
Income
Lower
Income
Mobile
Centricity
Low High
U.S.
U.K.
Vietnam
Philippines
Japan
Thailand
New Zealand
Nigeria
Mobile centricity defined by:
• Relative importance of
mobile in media
consumption
• Comfort level with
transacting through device
• Breadth and depth of mobile
activity
• Mobile influence on offline
and online purchasing
behavior
Source: Decision Fuel and InMobi research, sample n = 23,165;
Worldbank 2009/2010 GNI PPP Intl $s; R sqr = 0.55

9. Executive Summary:
A new wave of mobile consumer behavior is creating changes in the Philippines mobile
landscape
Who?
• Moving into the mainstream: mobile is becoming the leading source of media across
the board
• This phenomenon is widespread and even for “Late Adopters”, mobile usage is neck
and neck with desktop
What?
• Mobile has surpassed Desktop and TV in terms of time spent
• Mobile usage is now skewed towards social media & communication, games and
entertainment
Why?
• Key drivers/enablers for new mobile consumers: ease of use, always-there-
availability and usage privacy
• Rapidly increasing accessibility of features, apps and services
Advertising
Impact
• Comfort levels are already high with mobile as an advertising platform
• Although mobile is impacting purchase behavior…it is not yet being fully leveraged
• With this opportunity, however, comes responsibility

10. GENERAL MEDIA CONSUMPTION

11. 6.4HOURS
OF MEDIA PER DAY
THE AVERAGE MOBILE WEB
USER IN PHILIPPINES CONSUMES
Sample size: n =1,010

12. 6.4HOURS
OF MEDIA PER DAY
THE AVERAGE MOBILE WEB
USER IN PHILIPPINES CONSUMES
Using mobile
(ex SMS/calls)
Watching TV
Listening to Radio
Online via
desktop/laptop
Reading
Magazines
/Newspapers
Sample size: n =1,010
132
minutes
104
minutes
77
minutes
49
minutes
24
minutes

13. 35%
of consumers in
Philippines multi-
task while
watching TV
Sample size: n =1,010
Media Usage is not independent – there is significant
dual screen behavior

14. DIGITAL MEDIA CONSUMPTION: PC VS MOBILE

15. Mostly via
desktop
Evenly split between
both
Mostly via
mobile
67% now see mobile as either
their primary or exclusive means
of going online
„ H o w d o y o u t y p i c a l l y g o o n l i n e
t o s u r f t h e w e b ? ‟
5% 28% 31%
Only via
mobile
36%
Sample size: n =1,010

16. 19%
16%
19%
23%
23%
18%
15%
5%
9%
10%
3%
5%
5%
4%
5%
5%
55%
55%
45%
42%
39%
37%
35%
25%
34%
25%
20%
28%
23%
32%
23%
13%
20%
22%
29%
19%
22%
23%
26%
45%
31%
38%
49%
31%
36%
27%
32%
35%
6%
7%
7%
16%
16%
22%
24%
25%
26%
27%
28%
36%
36%
37%
40%
47%
Taiwan
Korea
China
Hong Kong
Australia
Japan
Singapore
Vietnam
Malaysia
New Zealand
Kenya
Philippines
India
Brazil
South Africa
Indonesia
„ H o w d o y o u t y p i c a l l y g o o n l i n e
t o s u r f t h e w e b ? ‟
Similar to other regional markets, mobile is becoming a
major component of internet behavior in Philippines
Mostly via
desktop
Evenly split
between both
Mostly via
mobile
Only via
mobileSample size: n =17,421

17. MOBILE MEDIA BEHAVIOURS: WHO WHY WHERE WHAT HOW?

18. WHO?
Early Adopters Late Adopters
Philippines’ new wave of mobile
users is increasingly including a
significant proportion of ‘regular’
consumers (not only early
adopters)
H o w d o y o u f e e l a b o u t t h e f o l l o w i n g s t a t e m e n t :
“ I a m u s u a l l y t h e f i r s t a m o n g m y f r i e n d s t o a c q u i r e n e w
t e c h n o l o g y ” ?
Sample size: n =1,010
27% 25% 28% 12% 8%
Completely agree Somewhat agree Neutral Somewhat disagree Completely disagree

19. “I can use it
privately”
40%
“It’s easy
to use”
46%
46%
40%
31%
27%
15%
It's easy to
use
I can use it
privately
Saves
money
It's always
there
Boredom
WHY?
Sample size: n =1,010

20. WHERE?
Mobile is becoming an important companion, particularly for the in
between times
35% While watching
TV
63% Lying in bed
27% Waiting
for something
14% Commuting
21% Spending
time with family
6%
Shopping
8% In the
bathroom
6% social
event
6% in a
meeting
or class
Sample size: n =1,010

21. WHAT?
Sample size: n =1,010

22. WHAT?
GROWTH
Sample size: n =1,010
Growth in mobile use in
the coming year is likely
to come mainly from
social media, followed by
entertainment
6%
7%
8%
8%
8%
22%
24%
39%
78%
Virtual experience
/ augmented reality
Mobile banking
Bill payments
Shopping
Search for local
information and…
Search for general
information
Send and Receive
E-mail
Entertainment
Social Media

23. MOBILE SITES
HOW?
69%
M o b i l e
W e b
31%
A p p s
Sample size: n =910
What‟s your favourite mode for receiving mobile content?

24. MOBILE MEDIA BEHAVIOURS: ADVERTISING

25. After TV, mobile is most impactful at influencing purchase
decisions
0% 10% 20% 30% 40% 50% 60% 70% 80%
8%
9%
40% 63%
17%
49%
15%
W h i c h t w o f o r m s o f m e d i a m o s t
i m p a c t y o u r p u r c h a s i n g
d e c i s i o n s ?
Sample size: n =947

26. of mobile users are as comfortable with mobile
advertising as they are with TV or online advertising
9%
3%
42%
46%
No opinion, I don't think much about ads on my phone
Less comfortable, I find them intrusive
Equally comfortable, I'm getting used to seeing them
More comfortable, I find them to be very useful
C o m p a r e d t o o t h e r f o r m s o f
a d v e r t i s i n g l i k e T V o r
o n l i n e , h o w c o m f o r t a b l e a r e y o u
w i t h m o b i l e w e b a n d m o b i l e a p p
a d v e r t i s e m e n t s ( n o t S M S ) ?
88%
Sample size: n =933

27. Even in this early stage of mobile evolution, almost all (74%) indicated
that mobile advertising has influenced their purchasing behavior
Awareness
Favorable opinion
Consideration
Shopping
Sale
Introduced you to something new (25%)
Helped you find something nearby (22%)
Provided you with better options (31%)
Influenced your in-store purchase (7%)
Caused you to reconsider a product (6%)
Influenced you to buy via your mobile (16%)
Has mobile advertising ever:
Sample size: n =1,010

28. MOBILE MEDIA BEHAVIOURS: COMMERCE & SHOPPING

29. 15%
18%
36%
56%
Buying services, including
purchasing movie
tickets, travel, etc.
Bill Payments, including peer-
to-peer payments, etc.
Buying physical
goods, including
electronics, clothes, etc
Buying digital
goods, including games, e-
books, subscriptions, music,
apps, etc.
For those that spend via mobile, digital goods are more popular, but
physical goods, bill payments and services are all growing
51% have spent money on
an activity via mobile
Sample size: n =1,010

30. 68% of consumers plan to conduct mobile commerce in the
next 12 months, a +17% increase from where we are today.
68% are expected to spend
money on an activity via mobile
in the next 12 months
Sample size: n =1,010

31. MOBILE MEDIA BEHAVIOURS: CONSUMER SEGMENTS

32. MOBILE
MOTHERS
GEN M
MOBILE
YOUTH
MOBILE
ADULTS
URBANITES
Under 25 and
1+ hour on their
mobile daily
Females with
children living at
home
Mobile web
users under 25
Mobile web users
over 25
Men and women
from Tier 1 cities
SEGMENTS DEFINED:
EDUCTAED
TECHIES
Attended
university and
spend via mobile

33. 3.0 hours Spent on mobile per
day
Mobile Web Preferred Access
Early Adopters
40%
Use their mobile while
watching TV
91%
Comfortable with
Mobile ads
5 of 10
GEN M

34. 67% 71%63%
6%
33%
7%
30%
29%
34%
26%
33%
38%
Only Via Mobile
Mostly Via Mobile
Evenly Split Between Mobile
and Desktop and Laptop
Mostly Via Desktop and
Laptop
34%
27%
Late Adopters Mobile Adults Gen M
3%
(n = 204) (n = 490) (n =384)
It isn’t just Gen M – the mobile web focus is broad based

35. 2.0 hours Spent on mobile per
day
SMS Preferred Access
Early Adopters
28%
Use their mobile while
watching TV
85%
Comfortable with
Mobile ads
4 of 10
MOBILE MOTHERS

36. 2.6 hours Spent on mobile per
day
Mobile Web Preferred Access
Early Adopters
40%
Use their mobile while
watching TV
92%
Comfortable with
Mobile ads
6 of 10
EDUCATED TECHIES

37. Sample size: n =1,030
Some segments have broader mobile usage occasion
profiles
63%
27%
35%
14%
21%
6% 6% 8%
69%
42% 40%
21%
25%
11% 10%
18%
Lying in bed Waiting for
something
While
watching TV
Commuting Spending time
with family
In a meeting
or the
classroom
Shopping In the
bathroom
Philippines Educated Techies

38. 2.1 hours Spent on mobile per
day
SMS Preferred Access
Early Adopters
31%
Use their mobile while
watching TV
85%
Comfortable with
Mobile ads
5 of 10
MOBILE ADULTS
MOBILE ADULTS

39. 2.3 hours Spent on mobile per
day
Mobile Web Preferred Access
Early Adopters
38%
Use their mobile while
watching TV
90%
Comfortable with
Mobile ads
5 of 10
MOBILE YOUTH

40. Educate, Educate
• We must be evangelists
• Media mix analysis
• Private presentations
Interplay with TV
• Mobile has surpassed TV and other traditional media in terms of time spend and (in
some cases) purchase decision influence
• Mobile usage remains skewed towards social media, communication and entertainment
Engage the Creative
• Lean-back experience – akin to TV
• Social, Private, Entertainment – willingness to explore, relaxed mode
• Emotions/connections – great responsibility. Thin experience, poor brand.
Targeting
• Unique access point to certain segments
• Mobile consumers recognize impact of mobile advertising on purchase behavior…but
this is only the tip of the iceberg
Media Planning • Cost effective
• Dominate share of voice
Key Implications & Next Steps

41. 41
TM
For further information or requests for
detailed information on any of the countries
surveyed or specific consumer
segments, please contact:
Colin Marson
(colin@decision-fuel.com)
Sally Wuu
(sally.wuu@inmobi.com)