MYANMAR THE FINAL FRONTIER FOR THE MOBILE INTERNET

1. MYANMAR
THE FINAL FRONTIER FOR
THE MOBILE INTERNET
Photo: KXStudio

2. Myanmar… but where is it?
Myanmar, pop. 53 million

3. The Final Frontier?*
59 years of military dictatorship and being cut off
from the outside world turned a former economic
success into the backwater of Asia.
In 2011 Myanmar opened up to the world again.
Media and internet censorship was largely
removed and mobile ownership started to climb.
Taking advantage of the growing mobile ownership
On Device Research surveyed 577 mobile internet
users in Myanmar for the first time ever.
* Cuba and North Korea are the only remaining countries where research
via mobile is not possible.
Photo: Christopher Michel

4. Myanmar in numbers, 2014
g 53 million! 33% : 67%!
w! 1%! 10%!
Population Urban vs rural population
Internet penetration Mobile penetration
O
Mobile internet penetration
NA!
Source: Asian Development Bank, 2012, UN Data, 2012, Internet World Stats, 2012

5. Newcomers are flocking online
Plummeting device prices, cheaper SIM cards and data packages
double the mobile internet population in the last 12 months
Q. When did you first use a phone to go online?
28%
50% combined
22%
30%
20%
1-5 months ago 6-12 months ago Over a year ago More than 2 years ago
Source: On Device Research, June 2014
n=577 mobile internet users in Myanmar

6. A mobile-only nation
Nearly half of the respondents use internet only on their mobile.
Improving networks, decreasing device and data prices mean
that majority of population will leapfrog PCs.
Q. How often do use internet on a PC or laptop?
29%
9% 9%
4%
49%
Daily Weekly Few times a month Less than once a
month
I do not use internet
on a PC or laptop
Mobile-only
internet users
Source: On Device Research, June 2014
n=577 mobile internet users in Myanmar

7. Internet beats other media
Nearly three quarters use internet on their mobile daily!
72%
15%
12%
2%
61%
18% 18%
Mobile Internet
Television
Newspaper
Radio
3%
50%
19%
25%
6%
27%
17%
36%
20%
Daily Once a week/several
times a week
Several times a month or
less frequently
Never
Source: On Device Research, June 2014
n=577 mobile internet users in Myanmar

8. Mobile internet is
changing lives
Q. In which ways has internet on your phone changed your life?
Mobile-only nation
Nearly half use internet only on their mobile.
Will Myanmar almost completely leapfrog the PC?
Q. How often do use internet on a PC or laptop?
27%
23%
18%
27%
42%
40%
Easier to keep in touch with
friends and family
Easier to follow the news
Faster and easier
communication
Better access to information
online
Improved access to
entertainment
Easier to meet people from
around the world
Source: On Device Research, June 2014. Photo: Brian Holsclaw
n=577 mobile internet users in Myanmar

9. w
Myanmar – who’s online
on their phone?

10. Young men dominate
Echoing other emerging markets - mobile internet users are
mainly young men, only 29% are women
fffffffkkk!
16-24
38%
25-34
36%
35-44
16%
45+
10%
Average for South-East Asia: 63% men, 37% women
Source: On Device Research, June 2014
n=577 mobile internet users in Myanmar

11. Huawei’s utter dominance
One brand dominating the handset market in such a way is
unheard of in South-East Asia or elsewhere…
71% 14%
+ dozens of other
brands with 1%
market share or less
among the mobile
internet users
Source: On Device Research, June 2014
n=1500 mobile internet users in Myanmar

12. Android nation
We knew there wouldn’t be many iPhone owners in Myanmar
but lack of feature phone users was a complete surprise
3.5%
1%
0.5%
95%
Android
Other (feature phones)
iPhone + iPad
Symbian, Blackberry, Windows
India 21%
Vietnam 24%
Indonesia 26%
Malaysia 40%
Thailand 44%
Starting from a clean sheet in 2011, lack of legacy handsets and
plummeting Android prices have all contributed to this anomaly.
Source: On Device Research, June 2014
n=5000 mobile internet users in Myanmar

13. Favourite mobile brands
Apple might be #3 in popularity but
average income means few will be able to afford it
Q. What are your favourite mobile brands? Select up to 3.
63%
58%
32%
Significantly more women prefer
18%
Samsung (69% vs 53%)
15%
12%
6% 5%
9%
Huawei Samsung Apple Nokia Sony HTC LG Lenovo Other
Source: On Device Research, June 2014
n=577 mobile internet users in Myanmar


14. Viber absolutely rules in Myanmar

15. Monopoly for Viber
Usual market leaders like WhatsApp are
struggling with traction
Q. Which of the following chat apps do you use?
79%
27%
11% 10% 8% 5% 4%
10%
Viber Facebook
Messenger
Skype WeChat Other WhatsApp Line I don't use
chat apps
Source: On Device Research, June 2014
n=577 mobile internet users in Myanmar

16. Over half use Facebook
Twitter, Instagram and other popular Western services remain
below the 5% threshold
Q. Which of the following social networks do you use?
58%
31%
19%
Surprisingly local mobile social network
MySquar wasn’t popular either
12%
16%
Facebook Youtube Google+ Other Don't use social
networks
Source: On Device Research, June 2014
n=577 mobile internet users in Myanmar

17. Search is the most popular activity
Q. What do you use the internet on your phone for?
17%
14%
21%
21%
19%
33%
41%
Searching
World & local news
Watching videos
Social networking
Listening to music
Sports news
Email
Source: On Device Research, June 2014
n=577 mobile internet users in Myanmar

18. 55% live on $155 or less a month
Q. What’s your monthly income?
26%
29%
10%
100,000 kyat = $102
14%
21%
Less than 100,000
kyat
100,000-150,000
kyat per month
151,000-200,000
kyat per month
200,000 or more Prefer not to
answer
Source: On Device Research, June 2014
n=577 mobile internet users in Myanmar

19. Nearly half have bachelors degree
Q. What’s your level of education?
1%
27%
41%
7%
7%
17%
Primary school Secondary /
High school
Bachelors
degree
Other
qualification
None Prefer not to
answer
Source: On Device Research, June 2014
n=577 mobile internet users in Myanmar

20. The Myanmar project was incredibly exciting - there
was zero information about mobile internet users
and usage so far. This is exactly why I started On
Device Research in the first place!
Mobile will explode in the next couple of years
making it the fastest and most cost effective way to
reach and understand Burmese people.
Alistair Hill, CEO
On Device Research

21. Want Excel tables
with the survey data?
Contact siim@ondeviceresearch.com
On Device Research uses the mobile
internet to gain access to consumer
opinions at any time, place or country.

22. Find out more:
ondeviceresearch.com
Siim Teller
siim@ondeviceresearch.com
@teller
+44 20 7278 6627
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