• Home  / 
  • Tech News
  •  /  PH smartphone market still huge room for growth according to study

PH smartphone market still huge room for growth according to study

TNS, a global customized market research company, just released the results of their “œMobile Life 2013″, a comprehensive study on behaviors, motivations and priorities of mobile users from over 40 countries including Philippines.


According to the study, Filipinos are still warming up to the idea of owning a smartphone with the likelihood to purchase one higher than any other devices such as tablets, laptops, music players or digital cameras. Although a big majority still own regular mobile phones, smartphones are becoming a necessity as it can do a lot more in addition to the basic call and text. We’re still far from South Korea and Hong Kong where smartphone penetration has reached 90% of the market.

Furthermore, 54% of consumers across all countries surveyed, regardless of gender and age, consider mobile phones as their most important piece of technology. Metro Manila respondents who participated in the survey agree with their global counterparts. Sixty-four percent (64%) of them believe that a mobile phone is their most important piece of technology, while 53% said they currently own a smartphone, with the latter seeing an increase of 11% from 2012 findings. Globally, smartphone ownership rose from 30% in 2012 to 42% this year.

Results of the TNS Mobile Life 2013 show that 75% of Metro Manila respondents surveyed are taking photos or videos (a slight increase from 73% in 2012); 45% are browsing the internet (from 32% in 2012); 44% are accessing their social networking sites (34% in 2012); and 37% are checking their emails from a mere 23% in 2012, via their mobile devices.

Evidently, the study showed that mobile phone usage has evolving. From treating mobile phones as mobile phones, more people are now using them as a mobile PC. Instead of paying for minutes and texts, people are now inclined to pay for data. Instead of having looks as the deciding factor for purchasing, feature set is becoming more important. Instead of looking solely at the brand, people are now wising up and looking at the phone’s ecosystem and what it can offer to its users.

“œThe results of the TNS Mobile Life 2013 show that consumers consider their mobile phones as a personal device, creating their own mobile personal space or “œcircle of trust.” Brands that want to penetrate this mobile personal space must be able to address consumers’ needs by providing them convenience, relevance, independence, experience and reassurance,” explained Gary de Ocampo, TNS Philippines Managing Director.

The TNS Mobile Life 2013 looks into the mobile lifestyle and usage of 38,000 respondents, including almost 500 male and female respondents based in Metro Manila between the ages of 16-60 years old, cutting across all socio-economic classes.

For more technology news and gadget reviews, follow us on Facebook, Twitter and Instagram
  • Paul

    As noted before when this source was discussed on other local tech sites: the survey is flawed since they only gathered data from Metro Manila residents. It doesn’t represent the Philippine market. Not even close.

    If you are a reliable blogger worth your salt, the correct title should start with “Metro Manila smartphone market…” and not PH.

    • actually that’s the point i’m making. since the survey was done in metro manila, where it’s safe to say that a huge population already owns a smartphone, what more for the whole country.

    • tmcr7

      That statement “if you are worth your salt” is uncalled for and insulting. You can actually make your point without questioning the capability of the writer because this is not a post that is particularly offending to anyone.

      You may be right that Metro Manila does not represent other areas in the Philippines. But do you think that there is another urban location in the country that is more technologically advanced? If there is none, then we could safely assume that smartphone usage is lower outside the capital. And therefore has more potential than NCR.

    • Paul


      Since it was not linked here, you should see the actual slideshow about the TNS Mobile Life 2013 survey.


      In all their graphics and charts, they explicitly note that it’s for Metro Manila only. They even show the exact count of respondents from Metro Manila when compared with Emerging Asia and Global figures. Your assumptions sound safe, but if you look it at it more closely it’t not really grounded by the data.

      > the survey was done in metro manila where…
      > a huge population already owns a smartphone,
      > what more for the whole country.

      > we could safely assume that smartphone usage
      > is lower outside the capital. And therefore
      > has more potential than NCR.

      This only holds true if the rest of the country esteems smartphones as much as Metro Manila; that consumers on other parts of the country have the same mobile preferences as those in the capital. The data doesn’t say anything about that, it only asked about the mobile preferences of Metro Manila folks. However this blog post implies that it is so for the whole country. At best it’s misinformed. At worst it’s misleading.

      • tmcr7

        Would you kindly cite the environment and attitudes of people outside of metro Manila that would make them not want smartphones? We’re talking about urban areas here.

        • Paul

          World Bank stats say that less than half of the Philippine population lives under urban areas.


          Until that figure reaches 50% it’s irrelevant whether or not those in urban areas would want smartphones, it still doesn’t represent the Philippines.

          • tmcr7

            Bro, I respectfully reply that it doesn’t answer my question. That is a global situation not just the Philippines. Second, urbanization is rapidly happening in the country. Would you care to explain why cellular networks are expanding their lte coverage nationwide?

          • Paul

            I frankly could care less about your question.

            I’m here to point out that this article misrepresents the data in the TNS Mobile Life 2013 survey; it’s about Metro Manila, not the Philippines. Keep the off tangent observations to yourself.

          • Paul

            But hey, let’s debunk some assumptions of yours:

            > That is a global situation
            > not just the Philippines.

            Wrong, the data from World Bank is not aggregate for global, it shows the Philippines as its own entry.

            > Second, urbanization is rapidly
            > happening in the country.

            Also wrong, since again if you look at the World Bank data the Philippines has been stuck at 48% urbanization from 1992 to 2008 and 49% afterwards.

            Seriously, look at the data before assuming blindly. Better to be informed than an ignorant mindlessly arguing for the article’s headline.

          • tmcr7

            Brad, ang tapang mo naman sa harap ng screen. Ganito na lang gawin mo: imbes na magmarunong ka dito, kausapin mo ang Smart at Globe. Ipakita mo itong nahanap mong World Bank data at sabihin mong huwag silang magsayang ng bilyong pisong investment sa pagkakabit ng LTE sa buong Pilipinas. Hintayin muna nilang umakyat pa ng 1%. Malay mo kunin ka nilang analyst.

          • tmcr7
  • alvir

    dito sa butuan city. kadalasan nakikita ko mga ordinary at mumurahing cp lang genagamit. bihira lang gumagamit ng mga mamahaling cp. peru halos lahat dito my cp expect sa rural areas. iilan duon wala pa cp.

    • tmcr7

      Darating po ang panahon na masisira ang gamit nila at bibili rin sila ng bago. At pamura na po ng pamura ang smartphones.

      • Paul

        Or they’ll just buy another ordinary and cheap cellphone.

        Smartphones are still a luxury if you live and work in the provinces.