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.