Understanding the Smartphone User in Asia: Identifying Trends and Opportunities. Casual Connect SG 2012

Understanding the Smartphone
User in Asia: Identifying Trends
and Opportunities
Adrian Tan
Telecom Industry Group Leader,
Singapore
The Nielsen Company

2
Casual Connect Asia 2012
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
About Me
Created on www.wordle.net

3
Nielsen: Leading global provider of Consumer
Information and Insights
• Operates in ~100 countries, 35+ in APMEA region
• Unparalleled insights into what consumers watch, and what
they buy
• Core industry focus in Telecoms/Tech, Retail, Media,
Consumer Packaged Good
• Focused on Innovative solutions to drive client success

4
Today’s Sharing & Objectives
•Smartphone Insights
•On-device Meter

Nielsen Global Smartphone Insights
2011/2012

6
Choice
Drivers and
Competitive
Analysis
Smartphone
Retailing
Satisfaction
and Loyalty
Nielsen Smartphone Insights
Category
Growth and
Brand
Performance
Mobile Data
and
Applications
Usage
Mobile
Media and
Advertising
•Large scale
survey
•Multi-country
(>25)
•Focus on
Smartphone Users

Smartphones have “Officially” Arrived
• In Q4 2010, smartphones surpass PC worldwide shipments …
7

Smartphones outnumber non Smartphones in many
APAC markets
8
United Kingdom 45%
Singapore 73%
Malaysia 73%
Base: All Mobile Phone Users (SG=566 MY=1,100 TH=2,000 ID=1,965 CN=1,210 IN=5,050 UK=718 EG=1,030)
Indonesia 14%
India 20%
Thailand 28%
Egypt 37%
Smartphone
Penetration
(among Mobile
users)
Source: Nielsen Smartphone Insights

And the Smartphone growth revolution continues
9
22% 18%
25% 20% 18%
29%
59%
36%
31%
28%
21% 25% 30%
20%
22%
27%
47%
54% 54% 55% 52% 51%
19%
36%
SG MY TH ID CN IN UK EG
Definitely/Probably will
purchase
Not sure
Definitely/Probably will
NOT purchase
Base: All respondents (SG=501 MY=500 TH=501 ID=500 CN=508 IN=511 UK=501 EG=503)
Source: Nielsen Global Online Omnibus

10
Games rank high in usage, along with Social &
Internet
72%
17%
70% 76%
Features used (past 30 days reach)
47%
22%
75%
15%
Base: All Smartphone Users (SG=848 MY=800 TH=1,011 ID=1,292 CN=1639 IN= UK=1,002 EG= 1,062)
Multiple answers per respondent
Web Surfing
Online Games
(Connected)
Offline games
(Pre-installed or
Downloaded)
SG MY TH ID CN IN UK EG
Social
Networking
65% 73%
55%
40%
62%
26%
66%
18%
67% 76%
45% 43%
77%
21%
56%
18%
20% 31%
8% 3%
41%
11% 11% 5%

Singapore has a high gaming reach. Indonesian
gamers spends more than 15 hrs/wk on mobile games.
Sessions
per week
11.9
18.3
11
Mean hrs
per week
7.5
8.3
15.4
Reach
(% using Online/Preloaded Games in past 30 days)
Base: All Smartphone Users who conducted Gaming Sessions on mobile phone in P30D (SG=319 TH=246 ID=258)
ID
43%
SG
72%
TH
47%
8.6

On average, 1-2 gaming sessions per day. Highest
gaming usage among the Thais.
12
7.3
Average No. of Sessions in a week
15.5 16
12.9
10.4
18.3
20.1
13.8
11.8
13.8
10.7
20.7
11.9
8.6
9.3
6.9
18.3
25
20
15
10
5
0
Mobile internet visits Social networking sessions Gaming sessions
Base: All Smartphone Users who have accessed Mobile Internet in past 30 days (SG=725 MY=462 TH=688 ID=875 CN=1,300 IN=435)
Base: All Smartphone Users who conducted Gaming Sessions on mobile phone in P30D (SG=319 MY=170 TH=246 ID=258 CN=393 IN=347)
NA
SG MY TH ID CN IN
Base: All Smartphone Users who conducted Social Networking Sessions on mobile phone in P30D (SG=266 MY=212 TH=378 ID=661 CN=466 IN=304)

Each country displays different preferences in top
game genres.
Indonesia Sports/Racing Puzzle/Strategy Other Types of Game
13
Genres of Games Played on Mobile (past 30 days)
Country 1st 2nd 3rd
Singapore Puzzle/Strategy Classic/Arcade Card/Casino
51% 47% 25%
Malaysia Puzzle/Strategy Platform / Action games Sports/Racing
33% 25% 20%
Thailand Memory Boosters Sports/Racing Classic/Arcade
66% 31% 30%
41% 29% 22%
China Puzzle/Strategy Card/Casino Board Games
47% 35% 29%
India Sports/Racing Puzzle/Strategy Board Games
41% 40% 34%
Base: All Smartphone Users who conducted Gaming Sessions on mobile phone in P30D (SG=319 MY=170 TH=246 ID=258 CN=393 IN=347)

14
Location of Mobile Gaming Activity (past 30 days)
At a bus stop/
train station
A lot of gaming takes place at home.
62% 42% 41%
While commuting
on the bus
At home While commuting
on the train/tube
82% 47% 18%
TH
ID
At home At school/
office
At home At school/
office
Base: All Smartphone Users who conducted Gaming Sessions on mobile phone in P30D (SG=319 TH=246 ID=258)
While in a lobby
waiting for friends
or colleagues
93% 21% 12%
SG

15
Except for Indonesia, Games is the top app
category.
Top App Categories Downloaded on Mobile
26%  17%
Games Entertainment
  
Malaysia
85%
Thailand
47%
Indonesia
43%
Games Entertainment
  11% 13%
Base: Total no. of downloads in P30D (SG=12,422MY=21,212 TH=3,756 ID=13,766 CN=29,092 IN=5913)

Singapore
72% 20%
7%
Food & Drink
4%
China
89%
Games
10%
Social
Networking
8%
Music
8%
India
26%
Music
19% 

 37%
11%
Music
29%
Social
Networking
Games
Music
8%
Music
11%   11%
9%
% who downloaded an
app on smartphone
(Past 30 days)
Among, app downloaders, which categories they downloaded
(Past 30 days)

Across countries, number of apps downloaded is
fairly consistent, but payment for games is not.
USD$
16
Mean Amount Spent on Mobile
Games Downloaded in P30D
Singapore
Malaysia
Thailand
Indonesia
China
India
1.3
3.5
Avg Gaming Apps
Downloaded in
Past 30 days
5.5
6.0
6.5
% Downloaded
Gaming Apps in
Past 30 days
15.6
8.5
17.4
7.3
11.6
2.9
Data not
available
Base: Those who have downloaded any application to mobile phone in P30D (SG=480 MY=554 TH=205 ID=214 CN=1103 IN=315)
Base: Those who have paid for downloading an application (SG=56 MY=170 TH=18* ID=88 CN=173 IN=289 UK=69)
22.2
9.4
1.6
3.9
24.7
0 5 10 15 20 25 30
7.7
3.0
7.4
Data not
UK available
Not paying
much

Much of Internet usage revolves around Social and
Search. Top Website Categories Visited on Mobile
17
Search
58%
Singapore
70% 70%
Malaysia
76%
Social
Networking
Thailand
47% 
Indonesia
22%
Social
Networking
News
57%
Search
55%
China
75%
Social
Networking
91%
Search
66%
Email
51%
India
15%
92%
Music
59%
Social
Networking
Base: All Smartphone Users who accessed Mobile Internet in P30D (SG=725 MY=724 TH=688 ID=875 CN=1538 IN=622)
Search
58%
 Social
Networking
90%
Music
56%
Search
40%
66%
Search
73%
General
Portal
53%
Retail/
Shopping
78%
General
Portal
76%
% who visited a website
on smartphone
(Past 30 days)
Among, website visitors, which categories they visited (Past 30 days)

Nielsen On-device Metering
(ODM)

 Insights from usage behaviour
captured by innovative on-device
meters
 Does not rely on survey data
 Pan-India panel of smartphones users
(~5200, January 2012)
19
Nielsen Informate Mobile Insights provides
metered Smartphone usage
On-Device Meter Always On Accurate
OS covered:

Currently the largest multi-platform ODM panel in
India
20
*iOS data will be available from 2nd half of 2012
Source: Nielsen Informate Mobile Insights, India panel

21
India: Breakdown of time spent on activities
Mgmt Application
Communication Entertainment Browsing Phone
43 mins
27%
40 mins
25%
43 mins
27%
8 mins
5%
24 mins
15%
TOTAL ACTIVE TIME
(Phone in use, both online &
offline)
Minutes per day
157
Call 16mins
10%
Chat 10mins
6%
Connect
-ivity
1mins
1%
Email 2mins
1%
Messag
-ing
14mins
9%
Games 7mins
5%
Multi-media
33mins
21%
Phone
Navigation
6mins
4%
Security 1mins
1%
Office
Packages
1mins
1%
Phone
Features
2mins
1%
Utility 21mins
13%

22
Applications usage is on the rise
Smartphone Usage by Category Usage
Time spent per day (min); Jul 2011 – March 2012
57 59 59 59 59 58 57 54
57
29 28 28 28 30 30
46
43 42 43 44 44 44 45 43
32 32 32
18 20 20 21 21 23 24 26 27
Jul '11 Aug '11 Sep '11 Oct '11 Nov '11 Dec '11 Jan '12 Feb '12 March '12
Online - Browsing Online - Apps Calls & Messaging Offline

23
Daily usage is highest among Android users,
followed by BlackBerry users
Smartphone Usage by OS
Time spent per day (min); March 2012
Minutes
Total Time
(mins) 157 193 122 145 59
27
46 45
15 6
43
45
18
45
18
30
38
36 27
8
57
23 59
27
65
Overall Android BlackBerry Symbian Windows Mobile
Online Browsing Online Apps Calls & Messaging Offline

24
Daily usage declines with age. Males spend more
time browsing, and females on online apps.
Smartphone Usage by Age/Gender
Time spent per day (min); March 2012
43 44 29
54 52 43 39 36 32
27 25 46
33 29
28 26 23 22
30 30
39 31 36
32 27 28 27
57 43
72 72
56
51
44 47
59
Overall Male Female 15-17 18-24 25-30 31-35 36-40 41-90
Online Browsing Online Apps Calls & Messaging Offline
Minutes
Total
Time 157 157 157 190 188 159 142 131 128

Time spent on gaming
Android users, who spend most time on their phone, and have the highest
gaming duration.
25
Games Usage
March 2012
5%
8%
3%
5%
4%
7 157
14 193
4 145
6 122
2 59
Share of Time spent on
games [%]
Time spent on
Games
[ Mins per day ]
Overall Time spent
[ Mins per day ]
Overall

Time spend on gaming has been showing an increasing
trend since December.
26
Gaming Usage (% time on Gaming)
Jul 2011 – March 2012
% of time on Gaming
4.7%
3.8% 4.3% 3.5%
4.1% 4.0%
Oct 2011 Nov 2011 Dec 2011 Jan 2012 Feb 2012 Mar 2012
% of time on Game
%
Total Active Time
(min/day) 153 152 153 152 155 157

27
Game usage by day part
Time spent gaming keeps increasing as the day progresses
Gaming Usage by Dayparts (% time on gaming)
Proportion by Day Part
March 2012
24%
21%
17% 17%
12%
9%
30%
25%
20%
15%
10%
5%
0%
0700 - 1000 1000 - 1300 1300 - 1600 1600 - 1900 1900 - 2000 2000 - 0700

Overall, Angry Birds is the top on device game in
India.
28
Overall Reach %
Reach = accessed in Past 30 days
Jan ’12 Feb ’12 Mar ‘12
Angry Birds 9.5 9.5 11.0
Raging Thunder 4.7 4.9 4.7
Chess 3.7 3.8 4.1
Skater Boy - - 3.8
Brick Breaker 2.7 3.4 3.7
Need for Speed Shift 2.7 3.1 3.7
Racing Moto 3.4 3.5 3.5
Solitaire 2.7 2.2 3.0
Angry Birds Space - - 2.9
Cricket T20 Fever 2.6 2.6 2.9

29
Top Mobile Games across Operating systems
Gaming Usage by OS + Top 5 Games Reach
Feb 2012

Some games have more staying power than others
30
Staying Power (Sept 11 to Nov 11) - % of games
installed in Sept that were still played in Sep, Oct, Nov
Usage % in Sept'11
Usage in Oct'11
Usage in Nov'11
82 84 47 53 54
100 90 83 79
52 50
32
45
34
32 22
21 15
13 9
Angry Birds Adventure of
Ted
Chess Asphalt Raging
Thunder
No. of users who
installed the app in
Sept’ 11
Usage % in Sept'11 Usage % in Oct'11 Usage % in Nov'11

31
TOP GAMES INSTALLED
% OF INSTALLS
Mar’12
Skater Boy 19
Angry Birds Space 12
Angry Birds 8
Mission Impossible FREE 7
Ninja Chicken 7
Play Contra 6
Need for Speed 5
DLF IPL T20 Fever 5
Tilt Racing 4
Agneepath 4
BASE: ANDROID USERS WHO INSTALLED
ANY GAME - 1372
TOP GAMES INSTALLED
% OF INSTALLS
Mar’12
Angry Birds 10
Need for Speed Shift 8
Aladdin 8
Ball Balance Time 5
Assassins Creed 2 4
Racing rustle 4
Cricket 2011 4
Raging Thunder 3
Block Breaker Deluxe 3
Zulux 3
TOP GAMES INSTALLED
% OF INSTALLS
Mar’12
Rotate and Roll Free 11
Moorhuhn Jump and Run 9
Chopper 7
Caro 7
Forces of War 7
Revolver 7
Brain Cube Reloaded 7
Bomberman vs Zombies 7
Crazy Diving 7
Chess 6
BASE: SYMBIAN USERS WHO INSTALLED
ANY GAME - 1162
BASE: BLACKBERRY USERS WHO INSTALLED
ANY GAME - 107
Top New Installs – March 2012

32
Time spent and reach of Mobile Gaming:
Arcade games have the highest reach and playing sessions compared to
other game genres.
Gaming Usage (among users of Top 10 Genres)
Feb 2012

What about Mobile Advertising?

Indonesia
34
Is mobile advertising still relevant today?
Mobile ads most prevalent in China, Korea, Hong Kong and
Singapore, and least so in Indonesia, Australia, Thailand.
Thailand
Incidence of coming across a mobile ad
in last 30 days amongst mobile users
77% 74%
66% 66% 64%
59%
47%
40%
36%
20%
China
Malaysia
Korea
Singapore
HK
Taiwan
Thailand
Japan
Australia
Indonesia
Proportion of mobile ad viewers who
are exposed to ads at least daily
74% 74%
65% 64% 62%
54%
49% 47%
42% 43%
Japan
Korea
HK
China
Singapore
Australia
Taiwan
Malaysia

35
In more developed markets, the highest mobile
ads exposure is through apps and the mobile
Internet
Types of Mobile Ads Received on Smartphone
38%
47%
30%
35%
33%
45%
25%
40%
32%
25%
18%
36%
30%
18%
9%
21%
28%
27%
15%
52%
27%
14%
8%
23%
19%
17%
7%
19%
China
Korea
Australia
Malaysia
Applications (Apps)
Mobile Internet
Online games
Watching
Video/Mobile TV
Text messages/SMS
Streaming online
music/Radio
Location-based services
/ GPS

36
Resistance to mobile ads remains high
Incidence of mobile ads rejection (“Never click on mobile ads”) amongst those
29%
46% 49%
78%
57%
exposed
64%
32%
81%
62%
53%
24%
38%
50%
69%
57% 56%
42%
90%
53% 57%
China
HK
Taiwan
Japan
Korea
Australia
Malaysia
Indoensia
Thailand
Singapore
Smartphone Users Non-Smartphone Users
Base - see notes 8 and 9
Need to understand factors that will improve acceptance level.
e.g. Design and Contextual Ads can play a difference.

37
Free content and Location-based integration
can help improve acceptance to mobile ads
Attitudes Towards Mobile Advertising (“Strongly / Mostly Agree”)
6%
7%
13%
13%
9%
18%
10%
15%
17%
38%
38%
24%
33%
26%
27%
29%
49%
33%
25%
28%
21%
14%
43%
33%
I am more likey to click on an ad that does
not take me outside of the application to
another website
I am okay with ads which contain
geographically relevant information based
on where I am at a given time
I am OK with advertising if it means that I
can access content for free
I am OK with providing personal
information in order to receive custom
advertisement which match my interest
I am more likely to click on ads that
incorporate multimedia elements
I am more likely to click on ads that are
simple text ads
Singapore (n=848)
Indonesia (n=1,292)
Australia (n=1063)
Japan (n= 1,089)

38
Smartphone Evolution
New Features: Augmented Reality, Sensors, NFC, GPS

Thoughts and Implications for
Casual Games Strategy in Asia

Thoughts and Implications
1. Smartphones: Still showing healthy growth
2. Gaming behavior varies across countries,
demographics, OS – use this to your advantage
3. Consumers are gaming, not all are paying -
New ways to monetize through advertising
4. Convergence of tech and social with games
Game On!
Adrian Tan
Email: adrian.tan@nielsen.com
Twitter: AdrianTanKL
22nd May 2012

Let’s continue the conversation!
Adrian Tan
Associate Director
Telecom Industry Group Leader (Singapore)
email: adrian.tan@nielsen.com

Understanding the Smartphone User in Asia: Identifying Trends and Opportunities. Casual Connect SG 2012

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