High penetration, eager adoption and falling revenues define Singapore's mobile industry: Synovate

According to research conducted by Synovate, 28 per cent of Singaporean youth indicated that they couldn’t live without their mobile, the highest group among Asian youth surveyed.

The age group surveyed was between 15 to 24. One in four (24 per cent) is open to accepting more ads from mobile without incentive, showing a willingness to receive more information through this medium.

The mobile device is most often used to listen to music with 35 per cent of Singaporean youth choosing to enjoy their music this way. Mobile phone will continue to be their preferred way of listening to music in the future, indicated 39 per cent of the youth; both responses being the highest across Asia.

With 108 contacts listed on their phone, Singaporean youth are the second highest group after Indonesians in having the most number of contacts on their mobiles. The average number of contacts across Asia stands at 77.

The survey also shows that Singaporean youth has the highest ownership of smart phone (22 per cent), followed by China (19 per cent) and Hong Kong (16 per cent).

Commented Steve Garton, executive director, Media of Synovate, "Once when we considered the impact of the internet and the hot topic of social media, we thought of access through computer. Now we have friends and social networks in the palm of our hands." 

He added, "With increasing ownership of smart phones and availability of infrastructure, for mobile internet connectivity, we foresee more and more youth accessing all that the internet offers through their mobile. It is on the go and so convenient."

The finding from this research comes in tandem with the findings by Frost & Sullivan that even though the new mobile connections in Singapore is growing and stand at 137 per cent, despite a high penetration rate, the average revenue per user (arpu) has been steadily declining.

The reason for this is attributable to lower roaming and IDD revenues. It is forecasted that the rates will continue to decline even though the new mobile connections in the city-state is expected to keep growing due to resident population or immigrant labour increase. 

Comparing the Singapore market with the more mature markets such as Australia showed lower connection with 115.3 per cent, but a growing mobile services revenue. 

Frost & Sullivan also indicated that Hong Kong had the highest mobile penetration rate in the Asia Pacific at 148.2 per cent with multiple subscriptions at an all-time high. The significant growth contributor is mobile broadband. 

To read the detailed research data, please go to: http://www.synovate.com/news/article/2010/08/singaporean-youth-top-in-asia-who-couldn-t-live-without-their-mobile.html

For more breaking news from Singapore, Malaysia, Indonesia, Vietnam, Philippines and Thailand, please visit campaignsingapore.com