Singapore indicates global mobile trends : TNS

Singapore, with the world’s third largest penetration of smart phones, is at the forefront of the changing world of mobile and is regarded an indicator of global mobile trends.

TNS Mobile Life shows that Singaporeans are demanding more from their devices than ever before with a clear focus on what is on the phone rather than the phone itself.

The TNS Mobile Life study reveals that Singapore has the world’s third highest penetration of smartphones (72 per cent), more than twice that of developed Asia. 

Singaporeans do more on their mobile devices in every aspect of mobile activity, having twice the global average in terms of mobile internet access. Mobile usage is also far more advanced in Singapore compared to their global counterparts.

This is driven by a high demand for social content, location-based services as well as functionalities that enable ‘anytime, anywhere’ access to services.

“You only have to travel on the MRT to see how much those of us in Singapore rely on our mobile devices at every point of our day, and in fact Singapore is the top Asian country in terms of mobile device ownership," commented James Fergusson, managing director, Global Technology Sector, TNS. "Singapore is one of the most advanced countries in terms of mobile adoption which makes it the ideal testing ground for new solutions and content.  What we’re seeing here is a glimpse into the future of other countries round the world.” 

Accessibility to social content is an increasing key consideration in device purchases

More than one in four global consumers stated that content and apps are a key consideration at the point of purchase, and 61 per cent of Singaporeans agree with this. This may explain the continued growth and popularity of the Android and iOS operating systems due, partly, to Apple’s and Google’s ability to keep pace with consumers’ content demands, particularly with regard to social networking and rich media functionality. However, handset brand is still considered an important factor in product decision making across developed (44 per cent) and emerging (77 per cent) markets.

Fergusson continued, “The real interest comes when you see how and what Singaporean users rely on in their mobile devices. Across the board Singaporeans are more active users of core services from SMS (98 per cent in Singapore vs. 74 per cent in developed Asia) to mobile internet (62 per cent in Singapore vs. 31 per cent globally).”

Singaporeans also vary when it comes to drivers for future product choice, demonstrating a clear interest in a wide range of services.  Social networking applications are increasingly important with Facebook being the number one accessed website on mobiles devices in Singapore. Video calling is set to grow with 52 per cent of those surveyed stating an interest in the technology.

Demand for tablets is on the rise but not necessarily at the expense of other devices

Tablets are adding to the number of smart devices available. Across all markets, tablets are generating substantial momentum, with intended ownership rates at 15 per cent globally. Singapore once again showed extraordinary results, with 42 per cent of Singaporeans indicating interest in buying one within the next six months. 76 per cent of those potential tablet owners intend to buy it as an additional mobile device rather than as a replacement.

Now into its sixth year, TNS Mobile Life is the result of more than 25,000 hours of interviews with over 34,000 respondents in 43 countries.