More than half of mobile Internet users in Southeast Asia are below 24 years of age, according to The Mobile Internet Consumer - Southeast Asia 2013 report by Global Mobile Ad network Vserv.mobi.
Over 70 percent of users are working professionals and have a high spending power. These professionals frequently visit restaurants, shopping malls & movie theatres.
Developed in conjunction with The Mobile Marketing Association (MMA), the Vserv.mobi report provides insight into mobile Internet usage across six Southeast Asian countries including Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam.
Findings of the report indicate that more than a third possess graduate and postgraduate degrees and search downloadable content.
"Brands are keen to learn more about their growing mobile consumer base to enable a richer and more targeted experience," said Rohit Dadwal, managing director, MMA Asia Pacific. "We are delighted to partner with Vserv.mobi in providing brands and marketers useful insights, which will help them in making informed decisions on their mobile media spends."
Information hungry audience
Mobile Internet users in Southeast Asia demand content and information and turn to mobile advertising to address these requirements.
Fifty-five percent of consumers like mobile advertisements that provide downloadable content and 42 percent like mobile ads that help them discover great deals.
Apps, games, videos and music are the most downloaded form of content.
Findings from the Mobile Internet Consumer report is based on a primary survey of over 3,000 mobile web and app users conducted in July 2013.
"Our first Mobile Internet Consumer report will solve an important pain point at an industry level by providing astute, ready to use mobile consumer data," said Vikas Gulati, vice president for Southeast Asia, Vserv.mobi. "It will help marketers in understanding their audiences better, and use those insights to formulate strategies that create sharper and more focussed campaigns."