MANILA, PHILIPPINES – JULY 3, 2013 – TNS has unveiled findings of “Mobile Life 2013,” its annual comprehensive study on behaviors, motivations and priorities of mobile users from over 40 countries, including the Philippines.
Now on its 8th year, 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.
“The TNS Mobile Life 2013 study examines how people are interacting through their devices and takes a peek at their mobile lifestyle. The findings present insights on the opportunities for brands to develop and enhance their business and marketing strategies,” said Joseph Webb, head of digital, TNS Greater China.
Connected 24/7
Webb explains that based on the results of the TNS Mobile Life 2013, mobile phones have changed into mobile computers. From their main functions of calling and sending text messages and photos, mobile phones now serve as “internet on-the-go,” allowing consumers to “always be on”.
In the Philippines, technology is also changing and shaping consumers’ mobile usage and expectations. 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.
“Based on the findings of the Mobile 2013 study, these increases in various mobile activities explain the growing trend of Wi-Fi accessibility in public areas,” explained Gary de Ocampo, TNS Philippines managing director. “We found that 35% of Metro Manila respondents connect to the internet via Wi-Fi access in public areas in 2013.”
The study also shows that mobile users have changed their purchasing priorities, from buying a phone based on its physical design to finding the right features that will enhance their personal experience. The increase in smartphone ownership reflects this changing need for mobile phone users to own phones that offer features beyond just calling and texting functions.
Telecommunications charges have also evolved from minutes to data, as more and more consumers are using their phones for internet-enabled activities.
Smartphones and more
According to the study, 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.
With global mobile penetration at 92% across the markets studied, and consumers using an ever-increasing range of services on their phone, TNS finds that smartphones are changing the traditional mobile phone dynamics – its role, performance, design, pricing and brand preferences.
TNS also studied the device ownership of Filipinos, living in Metro Manila. Majority of respondents own “multiple screens” or more than just one device based on the TNS Mobile Life 2013. A typical household owns at least four (4.6) of the following devices: a mobile phone (89%), smartphone (53%), tablet (14%), desktop (39%), laptop/netbooks (37%) and smart TV (4%).
Countless opportunities for brands
Furthermore, the TNS Mobile Life 2013 provides an analysis of the impact of mobile retail channels. It identifies how brands can minimize risks and realize the opportunities of these mobile trends.
“The 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 “circle 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,” added de Ocampo.
