Q1: What trends are we seeing in the SE Asian mobile market?

The mobile market is particularly exciting at the moment with the development of mobile Internet devices and its spread across South East Asia. In the month ending October alone, we recorded over 22.2 million Internet users in Singapore, Malaysia, Indonesia, Vietnam, Philippines and Thailand on mobile devices. Apple holds majority market share in the region with 53% share of the online mobile population.

Q2: What other devices are grabbing market share in the region?

Including Apple, 65.7% of online mobile audience use popular mobile devices manufactured by Research in Motion (RIM), Nokia and Samsung to stay connected through the Internet.

However, it is Apple’s iPad that leads the charge with a 32.0% share, followed by iPhone at 19.1% share, while Samsung’s alternative tablet and smartphone option rounds off the list with a collective 2.6% share. Blackberry maintains a significant share, particularly in Indonesia, with 21.5% share in the country in the month ending October.

Q3: With mobile Internet rise in the region, what can media planners do should they want to reach out to their target audiences through this channel?

Media planners can equip themselves with the right market intelligence on the mobile Internet population to help them better understand the market – this includes the types of devices that are trending, to the demographic profile of a mobile subscriber, to the types of websites that are visited through mobile devices, to the concentration of target audiences in different countries, days or time in a day. This will benefit media planners in the pre- to post- campaign process, improve an end-to-end digital workflow as well as optimize reach.

Q4: With the increased rate of adoption internet mobile devices in a market like South East Asia, what kind of trends are we likely to see in the year moving forward?

We are looking forward to a more competitive environment in which the mobile audience will be more engaged online, with growth seen in mCommerce as more businesses take notice of the potential benefits of this channel. More sites will be mobile-friendly and users will continuously be encouraged to go online while on the go. We also anticipate that an increasingly mobile-savvy audience will help push the creation of innovative apps and services relevant to the region.

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