MANILA, SEPTEMBER 2, 2013 – The current smartphone penetration rate in the Philippines is 39%, affecting consumer behavior and offering businesses a new window for strategic marketing, according to Google based on Ipsos MediaCT’s recent survey on smartphone usage in the country.
Constantly connected
In the past six months, seven in ten Filipino smartphone users always bring their device whenever they leave home and 33% have spent more time online than they did before.
“We’ve observed a strong reliance on smartphones for everyday use. For many, a smartphone serves multiple purposes and they get most of their local info from searches done on mobile,” said Narciso Reyes, Google Philippines country manager.
Survey revealed that activities most commonly done on smartphones include social networking and app use; 87% watch their videos on mobile. Majority of smartphone users were also found to multitask while on mobile: they watch television, read a magazine, or listen to music while using Internet on their device.
Search stands out in smartphone usage: 88% do research for product or service on their phones; 63% on product information; 53% on travel, 49% for restaurants and bars; and 38% for apartment or housing information.
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Opportunities for business
There is also significant search on local information at 93%, with 88% taking action—connecting with the business, visiting the business, telling others about it, or making a purchase—after searching. Having a smartphone anytime, anywhere has enabled this frequent mobile consultation: 44% search daily, 72% weekly.
As much as 98% of the respondents also said they notice mobile ads.
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Reyes added: “With this very high potential, businesses can look at how to creatively incorporate mobile into their marketing strategies. Making business information searchable can be a start to building online visibility. Customer engagement should follow.”
