Singapore - Singapore, with the world’s third largest penetration of smart phones, is at the forefront of the changing world of mobile. Presented in Singapore today, TNS Mobile Life shows that Singaporeans are demanding more from their devices than ever before with a clear focus on what is on the phone rather than the phone itself. This marks an opportunity and a challenge for companies looking to get a piece of the local market.
The TNS Mobile Life study reveals that Singapore, which has the world’s third highest penetration of smartphones (72%), more than twice that of developed Asia. Singaporeans do more on their mobile devices in every aspect of mobile activity, surpassing the global average twice in terms of mobile internet access. The range of activities that Singaporeans want to do with their phones are also more advanced in comparison to their global counterparts. This is driven by a high demand for social content, location-based services as well as functionalities that enable ‘anytime anywhere’ access to services.
More than 1 in 4 global consumers stated that content and apps are a key consideration at the point of purchase, and 61% of Singaporeans agree with this. This may to explain the continued growth and popularity of the Android and iOS operating systems due, partly, to Apple’s and Google’s ability to keep pace with consumers’ content demands, particularly with regard to social networking and rich media functionality. However, handset brand is still considered an important factor in product decision making across developed (44%) and emerging (77%) markets.
Singaporeans also vary when it comes to drivers for future product choice, demonstrating a clear interest in a wide range of services. Social networking applications are increasingly important with Facebook being the number one accessed website on mobiles devices in Singapore. Video calling is set to grow with 52% of those surveyed stating an interest in the technology.
Tablets are adding to the number of smart devices available. Across all markets, tablets are generating substantial momentum, with intended ownership rates at 15% globally. Singapore once again showed extraordinary results, with 42% of Singaporeans indicating interest in buying one within the next six months. 76% of those potential tablet owners intending to buy it as an additional mobile device rather than as a replacement.
Now into its sixth year, TNS Mobile Life is the result of more than 25,000 hours of interviews with over 34,000 respondents in 43 countries. TNS Mobile Life has set a precedent in its scope, depth and breadth of information on mobile consumers’ behaviour and decision influencers. It provides a complete understanding of consumer experiences with mobility today as well as insights on how this will change tomorrow, which is increasingly vital to companies competing for a piece of the highly lucrative mobile consumer market and for those who want to reach out to their consumers in a more meaningful and compelling way.