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Myanmar: The Final Frontier For The Mobile Internet

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  • MYANMAR THE FINAL FRONTIER FOR THE MOBILE INTERNET Photo: KXStudio
  • Myanmar… but where is it? Myanmar, pop. 53 million
  • 59 years of military dictatorship and being cut off from the outside world turned a former economic success into the backwater of Asia. In 2011 Myanmar opened up to the world again. Media and internet censorship was largely removed and mobile ownership started to climb. Taking advantage of the growing mobile ownership On Device Research surveyed 577 mobile internet users in Myanmar for the first time ever. * Cuba and North Korea are the only remaining countries where research via mobile is not possible. The Final Frontier?* Photo: Christopher Michel
  • Myanmar in numbers, 2014 g 53 million! 33% : 67%! 10%!1%!w! Population Urban vs rural population Internet penetration Mobile penetration O   NA!Mobile internet penetration Source: Asian Development Bank, 2012, UN Data, 2012, Internet World Stats, 2012
  • Newcomers are flocking online Plummeting device prices, cheaper SIM cards and data packages double the mobile internet population in the last 12 months Q. When did you first use a phone to go online? 28% 22% 30% 20% 1-5 months ago 6-12 months ago Over a year ago More than 2 years ago 50% combined Source: On Device Research, June 2014 n=577 mobile internet users in Myanmar
  • A mobile-only nation Nearly half of the respondents use internet only on their mobile. Improving networks, decreasing device and data prices mean that majority of population will leapfrog PCs. Q. How often do use internet on a PC or laptop? 29% 9% 9% 4% 49% Daily Weekly Few times a month Less than once a month I do not use internet on a PC or laptop Mobile-only internet users Source: On Device Research, June 2014 n=577 mobile internet users in Myanmar
  • Internet beats other media Nearly three quarters use internet on their mobile daily! 72% 15% 12% 2% 61% 18% 18% 3% 50% 19% 25% 6% 27% 17% 36% 20% Daily Once a week/several times a week Several times a month or less frequently Never Mobile Internet Television Newspaper Radio Source: On Device Research, June 2014 n=577 mobile internet users in Myanmar
  • Mobile-only nation Nearly half use internet only on their mobile. Will Myanmar almost completely leapfrog the PC? Q. How often do use internet on a PC or laptop? Mobile internet is changing lives Q. In which ways has internet on your phone changed your life? 18% 23% 27% 27% 40% 42% Easier to meet people from around the world Improved access to entertainment Better access to information online Faster and easier communication Easier to follow the news Easier to keep in touch with friends and family Source: On Device Research, June 2014. Photo: Brian Holsclaw n=577 mobile internet users in Myanmar
  • w  Myanmar – who’s online on their phone?
  • Young men dominate Echoing other emerging markets - mobile internet users are mainly young men, only 29% are women fffffffkkk! 16-24 38% 25-34 36% 35-44 16% 45+ 10% 16-­‐24   25-­‐34   35-­‐44   45+   Average for South-East Asia: 63% men, 37% women Source: On Device Research, June 2014 n=577 mobile internet users in Myanmar
  • Huawei’s utter dominance One brand dominating the handset market in such a way is unheard of in South-East Asia or elsewhere… 71% 14% + dozens of other brands with 1% market share or less among the mobile internet users Source: On Device Research, June 2014 n=1500 mobile internet users in Myanmar
  • Android nation We knew there wouldn’t be many iPhone owners in Myanmar but lack of feature phone users was a complete surprise 0.5% 1% 3.5% 95% Symbian, Blackberry, Windows iPhone + iPad Other (feature phones) Android India 21% Vietnam 24% Indonesia 26% Malaysia 40% Thailand 44% Starting from a clean sheet in 2011, lack of legacy handsets and plummeting Android prices have all contributed to this anomaly. Source: On Device Research, June 2014 n=5000 mobile internet users in Myanmar
  • 63% 58% 32% 18% 15% 12% 6% 5% 9% Huawei Samsung Apple Nokia Sony HTC LG Lenovo Other Favourite mobile brands Apple might be #3 in popularity but average income means few will be able to afford it Q. What are your favourite mobile brands? Select up to 3. Significantly more women prefer Samsung (69% vs 53%) Source: On Device Research, June 2014 n=577 mobile internet users in Myanmar   
  • Viber absolutely rules in Myanmar
  • Monopoly for Viber Usual market leaders like WhatsApp are struggling with traction Q. Which of the following chat apps do you use? 79% 27% 11% 10% 8% 5% 4% 10% Viber Facebook Messenger Skype WeChat Other WhatsApp Line I don't use chat apps Source: On Device Research, June 2014 n=577 mobile internet users in Myanmar
  • Over half use Facebook Twitter, Instagram and other popular Western services remain below the 5% threshold Q. Which of the following social networks do you use? 58% 31% 19% 12% 16% Facebook Youtube Google+ Other Don't use social networks Surprisingly local mobile social network MySquar wasn’t popular either Source: On Device Research, June 2014 n=577 mobile internet users in Myanmar
  • Search is the most popular activity Q. What do you use the internet on your phone for? 14% 17% 19% 21% 21% 33% 41% Email Sports news Listening to music Social networking Watching videos World & local news Searching Source: On Device Research, June 2014 n=577 mobile internet users in Myanmar
  • 55% live on $155 or less a month Q. What’s your monthly income? 26% 29% 10% 14% 21% Less than 100,000 kyat 100,000-150,000 kyat per month 151,000-200,000 kyat per month 200,000 or more Prefer not to answer 100,000 kyat = $102 Source: On Device Research, June 2014 n=577 mobile internet users in Myanmar
  • Nearly half have bachelors degree Q. What’s your level of education? 1%   27%   41%   7%   7%   17%   Primary school Secondary / High school Bachelors degree Other qualification None Prefer not to answer Source: On Device Research, June 2014 n=577 mobile internet users in Myanmar
  • The Myanm ar project w as incredibl y exciting - t here was zero inf ormation ab out mobile i nternet user s and usage s o far. This is exactly why I started On Device Rese arch in the fi rst place! Mobile will explode in t he next cou ple of years making it th e fastest and most cost e ffective way to reach and u nderstand B urmese peo ple. Alistair Hill, CEO On Device Research
  • On Device Research uses the mobile internet to gain access to consumer opinions at any time, place or country. Want Excel tables with the survey data? Contact siim@ondeviceresearch.com
  • ondeviceresearch.com Follow us: Find out more: Siim Teller siim@ondeviceresearch.com @teller +44 20 7278 6627
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