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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 Follow us:
