I’m often very vocal about the lack of quality, reliable data on digital in Asia so I’m always interested in innovative studies such as the TNS Mobile Life study, the results of which have been published online this week. I’m still digging through the data but have been intrigued to see data around the mobile habits of eight of Asia’s biggest digital markets.
But first, a caveat, in TNS’s own words, the data comes from interviews with 34,000 odd mobile phone owners from a diverse range of 43 countries worldwide, making the results interesting but by no means a reflection on each, or any, markets as a whole.
Disclaimer out of the way, the data below looks at what services mobile users in each market use whilst tracking at what times they are most used across the course of a typical day.
I’ve tried to group similar markets together to help illustrate points but, with any market comparable head to head on the TNS site – which included a range of international countries not strictly Asia – there are all manner of comparisons that can be made.
A local Asian strategy is key
The key takeaway from the data is just how mobile usage varies hugely across the continent. While many at corporate level, or based outside of the region, may look for an ‘Asian strategy’, it is clear to see that a one-size-fits-all approach will have limited value such are the cultural and behavioural differences across Asia markets (and the below is merely a snippet from a small number of markets, albeit they high yielding ones.)
Tackling digital on a local level, with regional ties, is the single most effective way to engage digital markets as the below graphics and takeaway points illustrate.
Japan & South Korea
Key points – Japan
- General mobile phone usage is fairly constant across the day – demonstrating mature consumer behaviour
- Dinner ettiquette sees significantly reduced usage of all services on mobile for evening meal times
- In the evenings, Japanese mobile users are most likely to listen to music on their phone than any other activity
- Limited mobile social networking takes place
- Mobile email is more popular than SMS through the entire day – reflecting Japanese mobile phone culture
Going into more detail on “Japanese mobile culture” and SMS, it is worth noting the following comment from Gen Kanai:
“In Japan, SMS is basically not used as it is only really supported within a carrier (i.e. Softbank user to Softbank user.) For mobile messaging, it is email in Japan, not SMS.”
Key points – Korea
- SMS remains by far the most popular activity across every part of the day
- Personal entertainment – gaming and music – are most popular during the morning commute
- Mobile social networking most popular during the morning
- – -
Indonesia & Philippines
Key points – Indonesia
- Indonesia’s most likely to use SMS during the morning commute, late afternoon and in the evening commute
- All mobile activity low during dinner time
- Mobile social networking and mobile internet usage highest in evening, suggesting that for many mobile is the primary internet access point at home/away from work
- Music usage peaks in evening suggesting few ratio of Indonesians own MP3 players and many have phones capable of music storage
Key points – Philippines
- SMS most popular mobile service throughout the day, particularly during the morning commute
- Email, mobile internet highest in evening suggesting many use mobile as primary internet access device
- Rate of mobile social networking remains low across most of the day
- – -
Singapore & Malaysia
Key points – Malaysia
- SMS is most popular mobile service during most of the day, particularly during morning commute and lunchtime – suggesting Singaporeans like to connect during free time while at work, not while they are working
- No noticeable peak of usage of mobile during morning commute to work, though noticeable peak occurs in the evening
- Comparatively high usage of email across the day
- Mobile internet usage strong across most of the day, mobile social networking usage remains constant if not spectacularly high
Key points – Singapore
- Commuters make great use of SMS, location-based service and personal entertainment – music, games, internet – during downtime of morning commute
- Mobile internet usage remains constant through most of the day although mobile social networking noticeably peaks during the evening
- – -
http://asiancorrespondent.com/51427/report-how-asias-mobile-phone-habits-vary-across-the-region/
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