Smartphone penetration in Asia The decoded company pdf has continued to see exponential growth in recent years, and in a number of markets is approaching saturation point and surpassing penetration in the US and many European nations. Brand, word-of-mouth and social media driving device purchase Across the region, brand ranks as the most common factor impacting choice of smartphone, with consumers in all eight markets covered in the Nielsen report listing brand in their top three attributes when purchasing a smartphone. Operating system features are also an important selection criteria.
Consumers use their smartphones more than they say they do As smartphone functionality improves and expands, along with consumers’ awareness and knowledge of the functionality available via their handsets, the amount of time consumers spend on their smartphones is seeing exponential growth. Mobile video gaining traction in Asia Viewing video via a smartphone is beginning to gain traction in Asia, particularly in Hong Kong and Singapore. Hong Kong consumers viewed video on a mobile device in the past 30 days, as did 38 percent of Singaporeans and 37 percent of Malaysians. Up-take of mobile video in developing Asia Pacific markets has been slower to gain traction, however, hovering at around one in 10 consumers.
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