Mobile multiplies Global Mobile Consumer Survey
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Mobile multiplies
Global Mobile Consumer Survey
Infographics, Southeast Asia edition
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3 Introduction
4 The ubiquitous device
6 4G: The new normal
8 Instant Messaging and Short Message Service (SMS):
Complements or competitors
10 Mobile 'money' apps: A mixed outlook
12 Contact usIntroduction
For four years now, Deloitte’s Global Technology, Media and Telecommunications (TMT) practice has commissioned
an annual online survey of consumers across more than 20 countries, titled the Global Mobile Consumer Survey
(GMCS). This survey is fielded by an independent research firm, and focuses on consumer behaviours, trends and
opinions with regards to a broad range of wireless and mobile products, technologies and services.
In July 2014, Deloitte conducted the fourth iteration of our Global Mobile Consumer Survey to provide unique
insights into mobile consumer behaviour with data gathered from 37,000 respondents across 22 locations, including
the Southeast Asia (SEA) countries of Indonesia (Base: All respondents: 1,000), the Philippines (Base: All respondents:
1,000), Singapore (Base: All respondents: 2,000) and Thailand (Base: All respondents: 1,000).
This year’s survey offers intriguing insights. Some were expected, but others were less anticipated. The key themes
for SEA have been extracted and analysed in this report to offer Deloitte’s perspectives on the SEA mobile consumer
market to telecommunications companies in the region.
Mobile multiplies Global Mobile Consumer Survey 3The ubiquitous device
Smartphones are becoming ubiquitous.
Figure 1: Smartphone penetration in Singapore
Question: Which, if any, of the following devices do you own or have ready access to?
In Singa
pore,
almost 9
out of 10
responde
nts
have acce
ss to
a smartp
hone,
the highe
st
globally.
With the exception of Singapore, social networks are more commonly
used than email. Singapore users top in the use of voice calls, SMS and
Instant Messaging.
Figure 2: Smartphone usage patterns for social networking and email
Question: In the last seven days, for which, if any, of the following activities have you used your phone for?
Social
networks Email
Indonesia 53% 28%
Philippines 52% 32%
Singapore 54% 58%
Thailand 62% 27%
Source: Deloitte Global Mobile Consumer Survey, SEA edition, July 2014
4Playing games is the most popular activity among smartphone users in SEA.
Figure 3: Smartphone usage patterns for gaming
Question: In the last seven days, for which, if any, of the following activities have you used your phone for?
73%
Indonesia
60%
Philippines
55%
Singapore
75%
Thailand
As Internet access becomes more essential, consumers’ priorities for
connectivity change. ‘Reliability of data network’ emerged as one of
the top possible reasons for changing providers.
Figure 4: Respondents who cited "Reliability of data network" as a reason for changing operators
Question: If you were to change your operator in the future, which, if any, of the following would be the reasons
for changing it?
Indonesia
55%
Philippines
26%
Singapore
32%
Thailand
45%
Source: Deloitte Global Mobile Consumer Survey, SEA edition, July 2014
Implications for telecommunications companies
• High connectivity as well as wide access to social networks and mobile gaming are well-poised to
continue to drive smartphone penetration in SEA.
• Future networks will require both Wi-Fi and 4G to ensure network reliability and foster sufficient
Quality of Service (QoS) and higher adoption of large screen smartphones and tablets. Monetisation
and single sign-on capabilities are still emerging and need to be proactively pushed.
• Data experience is key for network differentiation, resulting in a need to review the current network
design and configuration.
Mobile multiplies Global Mobile Consumer Survey 54G: The new normal
Consumers in emerging SEA countries are not satisfied with
2G/3G…
Figure 5: 2G/3G respondents who are not Figure 6: 2G/3G respondents who are not
satisfied with speed satisfied with quota or price
Question: How do you feel about the Internet speed Question: How do you feel about the Internet
you currently get on your phone from your operator? subscription or tariff you currently get on your phone
from your operator?
51%
56%Indone
sia
41% 64%
Philippines
Indonesia Thailand 69%hilippines
P
64%
Thailand
Note: As of July 2014, Thailand has not had a commercial launch of 4G.
... And those that have tried 4G want to continue using it.
Figure 7: 4G respondents who wish to continue subscribing to 4G/Long-Term Evolution (LTE)
Question: Are you likely to subscribe to 4G/LTE in the next 12 months?
93%
81%
63%
Philippines
Indonesia
Thailand
Source: Deloitte Global Mobile Consumer Survey, SEA edition, July 2014
6But in Singapore...
Figure 8: Perception of 4G services in Singapore
Question: How would you rate the 4G/LTE service you subscribe to compared to the speeds you were previously
getting when using your mobile network?
The number of people finding 4G
How would
to be faster than 3G dropped
you rate by almost 30% in one year
the 4G/LTE
service you
subscribe The number of people who
to?
believe there is no difference
in speed rose by almost four
times
Question: Do you pay a premium for 4G/LTE service relative to what you were paying for Internet via your mobile
network provider before you subscribed to 4G/LTE?
Do you pay
4G is being offered as a
a premium
for 4G/LTE free upgrade more
service? often today
Source: Deloitte Global Mobile Consumer Survey, SEA edition, July 2014
Implications for telecommunications companies
• 4G adoption is inevitable and take-up rates can be further enhanced by different factors:
–– Improved mobile network reliability (including Wi-Fi).
–– Increased user engagement in data centric activities such as gaming, social networking, Instant
Messaging, and music and video streaming.
–– Increased penetration of phablets and other large screen smartphones to enable better TV or video-
watching and gaming experience.
• 4G networks need to be seen as an extension of the 3G experience and require targeted commercial
roll-out whilst balancing capital expenditure constraints and QoS requirements.
• 4G should be leveraged on to gain market share, with value-added services (VAS) or data centric
applications as add-ons to foster greater consumer spending.
Mobile multiplies Global Mobile Consumer Survey 7Instant Messaging and Short Message Service
(SMS): Complements or competitors
Price is not the primary driver for usage of Instant Messaging in SEA
– but what is, differs from country to country.
Figure 9: Primary drivers for Instant Messaging usage by country
Question: You told us that compared to 12 months ago, you use Instant Messaging more frequently. Which,
if any, of the following describe why?
Group chat Convenient to
communications – communicate with
especially with friends abroad
friends and family
Philippines
Thailand
All my friends In Singap
ore,
and family are weekly S
MS
already using it usage ha
s
declined
Singapore from last
8%
year,
while In
sta
Easier to send
Indonesia Messaginnt
usage ha
g
photos and s
videos increased
9%.
Source: Deloitte Global Mobile Consumer Survey, SEA edition, July 2014
8Females are more active Instant Messaging users, but no single age
group dominates across the region.
Figure 10: Instant Messaging usage by gender and age
Question: In the last seven days, in which of the following ways did you use your phone to communicate
with others?
Gender Age
16–24 25–34 35–44
Indonesia 57% 48% 47% 54% 56%
Philippines 47% 29% 36% 41% 36%
Singapore 79% 73% 86% 87% 78%
Thailand 52% 49% 52% 49% 51%
Source: Deloitte Global Mobile Consumer Survey, SEA edition, July 2014
Implications for telecommunications companies
• Data is the new normal with voice as an application on top. This will lead to significant changes in the
margin structure, network design and management as well as commercial offerings (data yield).
• SMS will continue to decline and bottom-out at a country level and repricing will be required.
• Increasing data speed and quality will also fuel over-the-top content’s threat from Instant Messaging
expansion to voice calls, where apps are competing for revenues with operators. The race of Voice
over LTE (VoLTE) and Rich Communication Services (RCS) are expected to bring operators back into the
ring.
Mobile multiplies Global Mobile Consumer Survey 9Mobile ‘money’ apps: A mixed outlook
Checking bank balances and making online purchases are the most
common mobile payment activities.
Figure 11: Respondents who used mobile 'money' apps to check bank balances and make on-
line purchases
Question: Have you ever used your phone for any of the following?
Indonesia
56% Indonesia
30%
Philippines Philippines
30% 21%
Singapore Singapore
52% 38%
Thailand Thailand
36% 22%
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Check bank balances Make online purchases
Figure 12: Popular purchases made over the phone
Question: In the last month, which of the following did you purchase on your phone?
Games and applications are the most
popular purchases made over mobile.
Figure 13: Money transfer or remittance preferences
Question: Who would you prefer to process your transactions to transfer money to friends or family?
Financial institutions and banks
are often preferred for money transfer,
except for the Philippines, which prefers
money transfer services.
Source: Deloitte Global Mobile Consumer Survey, SEA edition, July 2014
10Across the region, consumers are particularly welcoming towards
mobile based in-store payment solutions.
Figure 14: Willingness to use mobile based in-store payment solutions
Question: If a solution whereby you would be able to pay in shops by using your mobile phone would become
available, would you use it?
76%
59% 57% 57%
Philippines
Singapore
Indonesia
Thailand
Source: Deloitte Global Mobile Consumer Survey, SEA edition, July 2014
Implications for telecommunications companies
• Screen size matters for functional needs such as mobile banking.
• Checking bank accounts, making online purchases and money transfer are relatively popular activities
among mobile users in the region. But only the latter two activities may have potential to be directly
monetised by operators.
• In SEA, consumers are showing a significant willingness to utilise mobile solutions to perform in-store
payments for micro payment.
• Compared to developed countries such as the UK, SEA countries with more developed
telecommunications markets show a significant mobile spending propensity in terms of mobile
games and apps.
• Money transfer services are also popular in the region with peaks of 39% in the Philippines. This
pattern should be taken in consideration by operators, since their technology may be adapted and
leveraged on to come up with a direct technological solution.
Mobile multiplies Global Mobile Consumer Survey 11Contact us For more information, please contact John Goeres Jan Wuppermann Executive Director, Consulting Director, Consulting Technology, Media & Telecommunications Technology, Media & Telecommunications +65 6232 7118 +65 6535 0220 jgoeres@deloitte.com jwuppermann@deloitte.com Southeast Asia TMT Practice Southeast Asia John Goeres +65 6232 7118 jgoeres@deloitte.com Brunei Philippines Pengiran Moksin Luisito Amper +67 3222 2421 +63 2581 9028 pmoksin@deloitte.com lamper@deloitte.com Guam Singapore Daniel Fitzgerald Shariq Barmaky +1 671 646 3884 ext.229 +65 6530 5508 dafitzgerald@deloitte.com shbarmaky@deloitte.com Indonesia Thailand Parlindungan Siahaan Parichart Jiravachara +62 21 2992 3100 ext.31555 +66 2676 5700 ext.11913 psiahaan@deloitte.com pjiravachara@deloitte.com Malaysia Vietnam Jimmy Lai Nguyen Trung +60 3 7610 8838 +84 8 3910 0751 ext.6004 jimmylai@deloitte.com trungnguyen@deloitte.com Deloitte refers to one or more of Deloitte Touche Tohmatsu Limited, a UK private company limited by guarantee (“DTTL”), its network of member firms, and their related entities. DTTL and each of its member firms are legally separate and independent entities. DTTL (also referred to as “Deloitte Global”) does not provide services to clients. Please see www.deloitte.com/about for a more detailed description of DTTL and its member firms. Deloitte provides audit, consulting, financial advisory, risk management, tax and related services to public and private clients spanning multiple industries. With a globally connected network of member firms in more than 150 countries and territories, Deloitte brings world- class capabilities and high-quality service to clients, delivering the insights they need to address their most complex business challenges. Deloitte’s more than 210,000 professionals are committed to becoming the standard of excellence. About Deloitte Southeast Asia Deloitte Southeast Asia Ltd – a member firm of Deloitte Touche Tohmatsu Limited comprising Deloitte practices operating in Brunei, Cambodia, Guam, Indonesia, Lao PDR, Malaysia, Myanmar, Philippines, Singapore, Thailand and Vietnam – was established to deliver measurable value to the particular demands of increasingly intra-regional and fast growing companies and enterprises. Comprising over 270 partners and 6,300 professionals in 24 office locations, the subsidiaries and affiliates of Deloitte Southeast Asia Ltd combine their technical expertise and deep industry knowledge to deliver consistent high quality services to companies in the region. All services are provided through the individual country practices, their subsidiaries and affiliates which are separate and independent legal entities. © 2015 Deloitte Southeast Asia Ltd
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