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MYANMAR
THE FINAL FRONTIER
FOR THE MOBILE
INTERNET

Photo:
KXStudio

Myanmar… but where
is it?

Myanmar, pop. 53
million

The Final Frontier?*
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
Photo: Christopher
mobile internet users in Myanmar for the
Michel

Myanmar in numbers,
2014

g
w
O

Population

53
million
Internet
penetration

1%
Mobile internet
penetration

NA

Source: Asian Development Bank, 2012, UN Data, 2012, Internet World
Stats, 2012

Urban vs rural population

33% : 67%
Mobile penetration

10%

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
%

50% combined

30
%

22
%

1-5 months
ago
Source: On Device Research, June
2014 n=577 mobile internet users

6-12 months
ago

20
%

Over a year
ago

More than 2 years
ago

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?

49
%

Mobile-on
internet
ly
users

29%
9
%
Dail
y

Source: On Device Research, June
2014 n=577 mobile internet users

Weekl
y

9
%
Few times a
month

4
%
Less than
once a
month

I do not use
internet on a PC
or laptop

Internet beats other media
Nearly three quarters use internet on their mobile
daily!
Mobile

72%

Internet
61%

Television
Newspaper
50%

Radio

36%

27%
15%

18% 19%
17%

12
%

18
%

25
%

20
%
2
%

Dail
y
Source: On Device Research, June
2014 n=577 mobile internet users

Once a
week/several
times a week

Several times a
month or less
frequently

3
%

6
%

Neve
r

Mobile-only nation
Mobile
Nearly half use internet only on their mobile.
internet is
Will Myanmar almost completely leapfrog the PC?
changing lives
Q. In which ways has internet on your phone changed your
life?How often do use internet on a PC or laptop?
Q.
Easier to keep in touch
with friends and
family
Easier to follow the
news
Faster and
easier
communicatio
n
Better access to
information
online
Easier to meet people
Improved access
fromto
around the
world
entertainment
Source: On Device Research, June 2014. Photo: Brian
Holsclaw n=577 mobile internet users in Myanmar

42
%
40
%
27%
27%
23%
18%

Myanma

on their
phone?

Young men dominate
Echoing other emerging markets - mobile internet
users are mainly young men, only 29% are
women

f f f f f f f kkk
Average for South-East Asia: 63% men, 37%
women

16-2
4
38%

Source: On Device Research, June
2014 n=577 mobile internet users

25-3
4
36%

35-4
4
16%

45
+
10
%

Huawei’s utter dominance
One brand dominating the handset market in such a
way is unheard of in South-East Asia or elsewhere…

71
%
Source: On Device Research, June
2014 n=1500 mobile internet users

14
%

+ dozens of other
brands with 1%
market share or
less among the
mobile internet
users

Android nation
We knew there wouldn’t be many iPhone owners in
Myanmar but lack of feature phone users was a
complete surprise
95
%

Androi
d
Other (feature
phones)
iPhone +
iPad
Symbian, Blackberry,
Windows

3.5
%
1
%
0.5
%

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

India
21%
Vietnam
24%
Indonesia
26%
Malaysia
40%
Thailand
44%

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.
63
%Significantly more women
Samsung (69% vs
prefer
53%)

58
%

32
%
18
%

Huaw
ei

Samsun
g

Source: On Device Research, June
2014 n=577 mobile internet users

Appl
e

Noki
a

15
%

Son
y

12
%

HTC

6
%

5
%

LG

Lenov
o

9
%
Othe
r

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
%
Viber

Facebook
Messenger

Skype

10
%
WeChat

8
%
Other

5
%

WhatsApp

4
%

Line

10
%
I don't use
chat apps

Over half use Facebook
T
witter, Instagram and other popular Western
services remain below the 5% threshold
Q. Which of the following social networks do you use?

Surprisingly local mobile social network
MySquar wasn’t popular either

58
%

31
%
19
%

Faceboo
k

Youtub
e

Google
+

12
%

Othe
r

16
%

Don't use
social
networks

Search is the most popular
activity
Q. What do you use the internet on your phone for?
Searching

41
%

World & local
33%

news Watching
videos Social

21%

networking

21%

Listening to
19%
music
Sports news

17%
14%

55% live on $155 or less a
month
Q. What’s your monthly income?

100,000 kyat = $102

29%
26%
21%

14%
10%

Less than
100,000
kyat

100,000-150,0
00
kyat per
month

151,000-200,0
00
kyat per
month

200,000 or
more

Prefer not
to
answer

Nearly half have bachelors
degree
Q. What’s your level of education?

41%

27%

17%

7%

7%

Other
qualificati
on

Non
e

1%
Primary
school

Secondar
y / High
school

Bachelor
s
degree

Prefer not
to
answer

re
ting - the
xci
redibly e
c
s
ect was in
rnet user
r proj
te
M y a n ma
mobile in
t
The
n
tion abou
started O
o rm a
I
s zero inf
actly why
x
wa
. This is e
r
!
age so fa
fi rst place
the
and us

n
esearch i
Device R

s
le of year
oup
he next c
lode in t
xp
ve way to
e
cti
cost effe
bile will
st
Mo
t a n d mo
the fastes
e people.
s
making it
n d B ur m e
rsta

n d un de
reach a

Alistair Hill, CEO
On Device
Research

Want Excel tables
with the survey
data?
Contact siim@ond
eviceresearch.com
On Device Research uses the
mobile internet to gain access to
consumer opinions at any time,
place or country.

Find out more:

ondeviceresearch.c
om
Siim T
eller
siim@ondeviceresearch.
com
@teller
+44 20 7278 6627

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us:

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