Segmentation of Philippine smartphone users by personality and app usage

Segmentation of smartphone users
as per their proﬁle and app usage
SMARTPHONE USER PERSONA REPORT 2015
PHILIPPINES
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PHILIPPINES SMARTPHONE
GROWTH STORY
14.8
2013 2014 2015 2016 2017
20.0
24.8
29.7
34.8
CAGR (2013-17)
24%
Source: eMarketer
SMARTPHONE USER BASE
IN PHILIPPINES (IN MILLIONS)
YOUNG SMARTPHONE
USER BASE
AGE GROUP WISE BREAK UP (%)
65% of smartphone users are under 30 years
31%
28%
16%
9%
11%
< 18 Y.O.
18-24 Y.O.
40+ Y.O.
36-40 Y.O.
31-35 Y.O.
25-30 Y.O.
Marketers need to think beyond
just demographics and consider
smartphone user proﬁling based on
interactions with their devices.
Nielsen Smartphone user segmentation study, Philippines, 2015
6%
2

11%
MAPPING SMARTPHONE
USER PERSONAS
SMARTPHONE USER BASE COMPOSITION : SHARE (%)
APP JUNKIES
Biggest consumers of data, with the
highest number of app and game
installs per month
GAMING BUFFS
Use their smartphones
primarily for gaming
UTILITARIANS
Usage is primarily Utility-
driven, and engagement is
highest with ebook apps.
DABBLERS
Seldom access apps & sites
and time spent on offline activities
is more than 40% of total time.
SOCIAL STARS
Spend most time on smartphones
using social networking
and chatting apps
EXPLORERS
Highest time spent on
browsing, searching with high
overall data consumption
17%
14%
14%
16%
14%
14%
POWER USERS
Highest time spent on smartphone
and shopping apps.
3
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140
10.0
312
128
15.7
339
139
8.0
331
141
10.3
324
9.8
280
131
8.7
338
9.7
299
Overall
Time Spent
Minutes / Day
Apps & Games
Installs / Month
Total Data
Consumption
MB / Day
App
Junkies
Dabblers
Gaming
Buffs
Power
Users
Explorers Utilitarians
Social
Stars
LAZADA ZALORA
REACH (%) 14.6 3.3 1.5
SHOPPING
CLASH OF CLANS CANDY CRUSH SAGA
CANDY CRUSH
SODA SAGA
REACH (%)42.4 14.9 10.9
MOBILE
GAMING
Smartphone users in Philippines, on an average, spend 140
minutes per day on their device. However usage pattern varies
across smartphone user personas
SPOTIFY GUVERA MUSIC SING KARAOKE
REACH (%) 8.9 7.2 3.2
4
Multiple apps vying for the top spot within Shopping, Mobile Gaming & Music Streaming categories
144 132
8.0
251
136
MUSIC
STREAMING
eBAY

SHARE IN SMARTPHONE USER BASE
Makes up the largest segment in Smartphone User base
in Philippines. Identiﬁed by their highest number of app
and game installs and data consumption in a month.
• Highest time spent on App Stores (2.3 Mins/Day)
• Highest number of apps & games installed per month(15.7)
• Highest overall data consumption (Wi-Fi + Cellular) (339 MB/Day)
TOP 5 DEVICES
Cherry Mobile H870
Zenfone 5
Galaxy S4
Galaxy S Duos 2
Liquide S100FREQUENTLY USED APPS
YouTubeGoogle Play Share It
APP
JUNKIES
17%
OVER-INDEXING PROFILE
18-24 Years Old Predominantly Male
Total Time Spent (Mins/Day)
128
DATA CONSUMED
MB PER DAY
Time-band
31
8pm - 12am
Mins
57 MBCellular
Wiﬁ 282 MB
MOBILE PRIME TIME
TIME BAND / MINS
INSTALLS
PER MONTH
11.2Apps
Games 4.5
5
Offline Activities Calls &
Messaging
Online Apps Browsing
16MIN
11MIN
46MIN
55MIN
AJ

SHARE OF TIME SPENT
PER DAY (%)
Numbers in the table indicate Time Spent by Users (Mins/Day)
SOCIALIZING
Social Networking
Chat and VOIP
30.9
7.8
UTILITY
SMS
eBooks
Call
Memory Manager
Keypad Locker
12.9
4.3
4.0
3.9
3.3
SHOPPING
Mobile Coupons
Travel Planner
Shopping
Mobile Payment
0.9
0.6
0.6
0.1
ENTERTAINMENT
Games
Video
Media Players
Image Apps
Media File Viewer
35.9
6.3
5.2
5.1
3.4
SEEKING INFO
Browsers
App Stores
Search
Blogging
Recipes
Sport Apps
11.6
2.3
1.0
0.8
0.3
0.3
26%
1%
24%
11%
38%
AJ
6

DATA CONSUMED
MB PER DAY
Time-band
30
8pm - 12am
Mins
66 MBCellular
Wiﬁ 265 MB
MOBILE PRIME TIME
TIME BAND / MINS
INSTALLS
PER MONTH
6.0Apps
Games 2.0
31-35 Years Old Balance of Male and Female
Seldom access apps & sites and time spent on offline
activities is more than 40% of total time.
• Lowest number of apps and games installed per month(8)
• Highest share of cellular in total data consumption (20%)
• Lowest time spent on calls & messaging (15 Mins/Day)
TOP 5 DEVICES
Galaxy Note 3
Galaxy S4
Galaxy S lll
One Touch Pop C3
Galaxy S II
FREQUENTLY USED APPS
Clash of Clans Facebook Native Browser
DABBLERS
16%
7
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139
Messaging
15MIN
12MIN
54MIN
58MIN
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SOCIALIZING
Social Networking
Chat and VOIP
33.8
10.5
UTILITY
Memory Manager
SMS
Keypad Locker
Health
Call
11.5
11.2
7.3
4.9
4.3
SHOPPING
Mobile Coupons
Shopping
Travel Planner
Mobile Payment
1.2
0.9
0.4
0.1
ENTERTAINMENT
Games
Video
Image Apps
Media Players
Media File Viewer
36.7
7.7
3.5
3.3
2.7
SEEKING INFO
Browsers
Recipes
App Stores
Search
Sport Apps
12.1
1.8
1.7
1.2
0.8
SHARE OF TIME SPENT
PER DAY (%)
29%
1%
26%
11%
34%
?
8

DATA CONSUMED
MB PER DAY
Time-band
33
8pm - 12am
Mins
50 MBCellular
Wiﬁ 274 MB
MOBILE PRIME TIME
TIME BAND / MINS
INSTALLS
PER MONTH
7.0Apps
Games 3.3
25-30 Years Old Predominantly Male
They primarily spends most of their time playing games on
their smartphones.
TOP 5 DEVICES
Galaxy S4
Galaxy Note
Galaxy Grand
Zenfone 5
Xperia Z
Clash of Clans Candy Crush
Soda Saga
Criminal Case
14%
9
141
Messaging
20MIN
48MIN
13MIN
GAMING
BUFFS
• Highest time spent on gaming apps (39.2 Mins/Day)
• Highest engagement in the mobile primetime
(33 Mins/Day)
60MIN

SHARE OF TIME SPENT
PER DAY (%)
39.2
6.9
6.2
3.9
3.8
13.7
1.6
1.3
1.1
0.5
SOCIALIZING
Social Networking
Chat and VOIP
30.0
8.6
UTILITY
SMS
Call
eBooks
Memory Manager
Keypad Locker
15.5
5.2
4.1
3.1
2.8
SHOPPING
Mobile Coupons
Shopping
Travel Planner
Mobile Payment
2.9
1.0
0.9
0.1
ENTERTAINMENT
Games
Video
Media Players
Image Apps
Media File Viewer
SEEKING INFO
Browsers
App Stores
Sport Apps
Blogging
Search
1%
25%
11%
38%
10
25%

DATA CONSUMED
MB PER DAY
Time-band
32
8pm - 12am
Mins
45 MBCellular
Wiﬁ 254 MB
MOBILE PRIME TIME
TIME BAND / MINS
INSTALLS
PER MONTH
7.1Apps
Games 2.6
18-24 Years Old Predominantly Female
132
Messaging
20MIN
42MIN
12MIN
58MIN
TOP 5 DEVICES
Zenfone 5
Cherry Mobile H870
Galaxy Note II
Galaxy S4
Galaxy Ace
Wattpad GO SMS Merriam-Webster
UTILITARIANS
11
Their usage is primarily utility-driven and they spend the
highest amount of time on eBook apps.
• Smartphone usage highly skewed towards utility apps (31%)
• Highest time spent on eBooks (16.3 Mins/day)
14%

SOCIALIZING
Social Networking
Chat and VOIP
34.6
7.1
UTILITY
eBooks
SMS
Keypad Locker
Memory Manager
Camera
16.3
15.8
5.6
5.2
2.6
SHOPPING
Shopping
Mobile Coupons
Mobile Payment
Travel Planner
1.9
1.1
0.7
0.4
ENTERTAINMENT
Games
Video
Image Apps
Media Players
Media File Viewer
22.1
8.7
5.9
5.1
4.2
SEEKING INFO
Browsers
App Stores
Sport Apps
Search
Blogging
12.4
1.3
1.3
1.0
0.9
29%
1%
31%
10%
29%
SHARE OF TIME SPENT
PER DAY (%)
12

DATA CONSUMED
MB PER DAY
Time-band
31
8pm - 12am
Mins
46MBCellular
Wiﬁ 234 MB
MOBILE PRIME TIME
TIME BAND / MINS
INSTALLS
PER MONTH
6.2Apps
Games 3.6
Below 18 & Above 36 Years old Predominantly Male
This persona spends the highest time on smartphone. Their
engagement with shopping apps is the highest.
• Highest time spent on smartphone (144 Mins/Day)
• Highest time spent (Mins/Day) on shopping apps (2.3)
TOP 5 DEVICES
Galaxy S4
Galaxy Note II
Galaxy S III
Zenfone 5
Galaxy Note 3
Lazada Facebook
Messenger
Clash of Clans
14%
13
Messaging
19MIN
10MIN
56MIN
58MIN
144
POWER
USERS

SHARE OF TIME SPENT
PER DAY (%)
14
Social Networking
Chat and VOIP
30.2
12.5
UTILITY
SMS
Memory Manager
eBooks
Call
Phone Management Facility
14.8
9.5
8.3
6.0
2.3
SHOPPING
Shopping
Mobile Coupons
Travel Planner
Mobile Payment
2.3
1.6
1.0
0.3
ENTERTAINMENT
Games
Video
Media Players
Image Apps
Media File Viewer
38.4
8.0
4.3
3.3
3.2
SEEKING INFO
Browsers
Recipes
App Stores
Search
Sport Apps
10.3
3.0
2.0
1.3
1.0
28%
1%
25%
9%
36%
SOCIALIZING

DATA CONSUMED
MB PER DAY
Time-band
29
8pm - 12am
Mins
61 MBCellular
Wiﬁ 277 MB
MOBILE PRIME TIME
TIME BAND / MINS
INSTALLS
PER MONTH
6.7Apps
Games 2.0
Identiﬁed by highest time spent on browsing & searching.
Their data consumption is also very high.
• High time spent (Mins/Day) on browsing (13.6), app stores
(1.5), search (1.0)
• Highest time spent on mobile coupons (4.1 Mins/Day)
• High overall data consumption (338 MB/Day)
TOP 5 DEVICES
Galaxy Grand Prime
Galaxy Note II
Galaxy Note 3
Zenfone 5
Galaxy AceFREQUENTLY USED APPS
Chrome Browser Lazada YouTube
14%
25 - 30 Years old Predominantly Female
EXPLORERS
15
Messaging
20MIN
13MIN
59MIN
39MIN
131

SHARE OF TIME SPENT
PER DAY (%)
16
Social Networking
Chat and VOIP
30.7
14.4
UTILITY
SMS
eBooks
Call
Keypad Locker
Anti-Virus
14.0
8.3
6.3
3.8
3.4
SHOPPING
Mobile Coupons
Shopping
Travel Planner
Mobile Payment
4.1
1.6
0.8
0.4
ENTERTAINMENT
Games
Video
Media Players
Image Apps
Media File Viewer
23.3
8.8
4.1
3.8
2.7
SEEKING INFO
Browsers
App Stores
Search
Recipes
Blogging
13.6
1.5
1.0
0.5
0.4
32%
1%
29%
12%
26%
SOCIALIZING

DATA CONSUMED
MB PER DAY
Time-band
32
8pm - 12am
Mins
26 MBCellular
Wiﬁ 225 MB
MOBILE PRIME TIME
TIME BAND / MINS
INSTALLS
PER MONTH
5.8Apps
Games 2.2
Identiﬁed by highest engagement on social networking,
chat and VOIP apps.
• Highest time spent (Mins/Day)on Social networking (40.0),
Chat & VoIP Apps (14.4)
• Lowest overall data consumption (Wi-Fi + Cellular)
(251 MB/Day)
TOP 5 DEVICES
Galaxy Note 3
Galaxy S5
Galaxy S Duos 2
Galaxy Note II
One Touch 6030XFREQUENTLY USED APPS
Facebook Viber Skype
11%
36 Years old and above Predominantly Female
17
Messaging
18MIN
9MIN
66MIN
44MIN
136
SOCIAL
STARS

SHARE OF TIME SPENT
PER DAY (%)
18
Social Networking
Chat and VOIP
40.0
14.4
UTILITY
SMS
Call
Memory Manager
eBooks
Astrologer
13.4
5.2
4.9
3.9
2.7
SHOPPING
Travel Planner
Mobile Coupons
Shopping
Phone Wallet
Mobile Payment
3.0
1.3
1.1
0.2
0.1
ENTERTAINMENT
Games
Video
TV
Image Apps
Media File Viewer
31.2
6.1
4.5
3.1
3.1
SEEKING INFO
Browsers
Sport Apps
App Stores
Search
Recipes
8.8
2.9
1.6
1.2
1.2
39%
1%
24%
8%
28%
SOCIALIZING

VSERV’S UNPARALLELED REACH
ACROSS THE FILIPINO SMARTPHONE
USER BASE
VSERV HAS ACCESS TO 63% OF THE
SMARTPHONE USER BASE IN PHILIPPINES
Reach Across All Smartphone User Personas in Philippines ( In Millions )
2.2
2.2
2.2
2.2
2.5
2.6
Utilitarians
1.7Social Stars
Explorers
Gaming Buffs
Power Users
Dabblers
App Junkies
19

Methodology
BROUGHT TO YOU BY
20
The smartphone user personas are derived
from automated usage data collected from 1810
Smartphone users across Philippines.
Actual smartphone usage and consumption
patterns are captured with innovative
smartphone metering technology installed by
opt-in panelists on their smartphones.
Six smartphone user personas emerged from
the two-step cluster analysis done using 27
actual smartphone usage parameters as input
variables, captured over a 3-month period
(Q2 2015)
Nielsen Smartphone User Segmentation, 2015

21
Vserv is the leading smart data platform for mobile marketing
and commerce. The platform has the largest mobile internet
user base in India & Southeast Asia with unique and rich
insights on these users. Vserv’s revolutionary platform
transforms big data to smart data, empowering companies to
achieve sharper results. Founded in 2010, Vserv has over 500
Mn unique user proﬁles globally, and is backed by Maverick
Capital, IDG Ventures India & Epiphany Ventures.
For details, please visit www.vserv.com
Nielsen Holdings plc
(NYSE: NLSN) is a global performance
management company that provides a
comprehensive understanding of what consumers Watch
and Buy. Nielsen's Watch segment provides media and advertising
clients with Total Audience measurement services across all devices
where content — video, audio and text — is consumed. The Buy
segment offers consumer packaged goods manufacturers and
retailers the industry's only global view of retail performance
measurement. By integrating information from its Watch and Buy
segments and other data sources, Nielsen providesits clients with
both world-class measurement as well as analytics that help improve
performance. Nielsen, an S&P 500 company, has operations in over
100 countries that cover more than 90 percent of the world's
population. For more information, visit www.nielsen.com.
ABOUT VSERV
ABOUT NIELSEN

Segmentation of Philippine smartphone users by personality and app usage

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