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Vserv unveils the first Smartphone User Persona Report (SUPR) in Malaysia


Kuala Lumpur, 20th January 2016: Vserv, the leading smart data platform for mobile marketing and commerce, today released the Smartphone User Persona Report (SUPR) 2015 for Malaysia. The report findings are based on a study conducted by Nielsen Informate Mobile Insights. SUPR segments Malaysian smartphone users into different user personas and delves deeper into their usage patterns.

The report provides rich insights into each persona's app usage, time spent on various apps, data consumption patterns and their demographics. According to the report, the Malaysian smartphone user base is growing at a 10% CAGR from 2013 to 2017. This boom in the Malaysian smartphone market, is primarily being propelled by Malaysians under the age of 30 years, with the report highlighting that 64% users fall in that age bracket.

Key Highlights from the report:

  •    As per the study, smartphone users spend an average of 187 minutes per day on their devices
  •    Six smartphone user personas which emerged are – Data Guzzlers, Dabblers, App junkies, Power Users, Utilitarians and Social Stars
  •    17% of the smartphone users who install around 11 apps and games a month are classified as App Junkies
  •    16% of the smartphone users who are predominantly females and spend 219 minutes a day on their smartphones are classified as Power Users
  •    13% smartphone users who are predominantly females and spend almost an hour and a half each day on social networking, chat & VoIP apps are segmented as Social Stars

"We are pleased to partner with Vserv in providing marketers with relevant consumer insights, through our Smartphone User Persona Report. The aim of this report is to enrich marketers with strong understanding of Malaysian smartphone users and how their usage and behaviour are evolving over smartphones. This will eventually support the marketers to sculpt an effective communication strategy. With the rapid proliferation of mobile internet users in Malaysia, we are positive this report will help marketers stay ahead of their game." said Monjur Elahi, Director of Technology for Nielsen Malaysia.

"Today, it is crucial for marketers to improve the relevance of their messaging and enrich their consumers' experience. 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 Malaysia. The succinct data from this ready reckoner will enable marketers to know, understand and target their audience better by formulating tighter mobile strategies." explains Pranab Punj, Vice President, Global Marketing, Vserv.

SUPR is based on an automated usage data collection from over 1,244 smartphone users in Malaysia, over a three month period. The study was conducted using innovative smartphone metering technology installed by opt-in panelists on their smartphones. From the two-step cluster analysis, with 27 actual smartphone usage parameters as input variables, six smartphone user personas emerged. The full report can be viewed here.


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