#TalkThursday: The Filipino mobile user

Rappler.com
Rappler speaks to Lester Sualog, head of Digital and Mobile Life for market research firm TNS Philippines.

MANILA, Philippines – Rappler speaks to Lester Sualog, head of Digital and Mobile Life for market research firm TNS Philippines.

Sualog has over 14 years of experience in market research, collaborating with ad agencies and management consultants on concept designs and execution. He draws from research experience in both developed and emerging markets, having worked in TNS offices in Jakarta, Ho Chi Minh, Melbourne, and Singapore.

Recently, TNS Philippines released the “Mobile Life 2013” survey which profiled the Filipino smartphone user.

The survey reveals the Philippines is now considered the fastest-growing smartphone market in Southeast Asia with smartphone sales in the Philippines increasing by 326% in 2012.

The survey also reveals five things about Filipino users.

First, Filipinos are social – they use their smartphones for SMS or text messaging, listening to music, taking photos or videos, and playing games.

Second, Filipinos care more about use than looks. TNS managing director Gary de Ocampo says Filipinos want to “own phones that offer features beyond just calling and texting functions.”

Third, Filipinos find data plans too expensive. About 35% of Metro Manila respondents say they surf the web using public wi-fi.

Fourth, Filipinos are still wary about buying online. TNS head of digital Joseph Webb says, “Security is primary concern of Manila residents when it comes to mobile banking.”

Lastly, Filipinos prefer Samsung over Apple, mostly due to its affordability.

Sualog will discuss the findings of “Mobile Life 2013,” as well as share his insights into what the survey says about the Filipino.

Watch the interview below.

– Rappler.com

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