Vserv, a smart data platform for mobile marketing and commerce, has just released the Smartphone User Persona Report (SUPR) 2015 for Philippines — an emerging mobile market.
The report findings are based on a study conducted by Nielsen Informate Mobile Insights. SUPR segments Filipino smartphone users into different user personas and delves deeper into their usage patterns.
As per the study, smartphone users spend on average 140 minutes per day on their devices. That’s not difficult to understand when you consider that the report shows seven smartphone user personas have emerged: App Junkies, Dabblers, Gaming Buffs, Power Users, Explorers, Utilitarians and Social Stars
17% of smartphone users who are predominantly males and install the highest number of apps and games in a month are segmented as App Junkies.
14% of smartphone users who are predominantly males and spend the highest time on gaming apps in a day are segmented as Gaming Buffs, the report summary reads. 14% of smartphone users who are predominantly females and spend the highest time on browsing, app stores, search and mobile coupons are segmented as Explorers.
“Today, it is crucial for marketers to improve the relevance of their messaging and enrich their consumers’ experience,” says Pranab Punj, Vice President of Global Marketing for Vserv. “They need to formulate their strategies focusing on user personas and their intent. As leaders in the smart data space, Vserv has consistently enabled marketers to move beyond demographic data and embrace smart data based targeting. Taking another step towards that commitment, we are delighted to unveil our joint report with Nielsen Informate Mobile Insights – Smartphone User Persona Report 2015 Philippines. The succinct data from this ready reckoner will enable marketers to know, understand and target their audience better by formulating tighter mobile strategies.”