60% of mobile internet users in Southeast Asia are men

Most of the mobile internet users in Southeast Asia are those who recently started their career, are educated, and have high spending power. Those are among the findings of a new survey by mobile advertising network Vserv.mobi. Conducted with the Mobile Marketing Association (MMA), the study surveyed people in six Southeast Asian countries – Indonesia, Malaysia, Singapore, the Philippines, Thailand, and Vietnam.

Here are some of the key findings:

Behavior

• More than 50 percent of mobile internet users are those age under 24 years old.
• Over 60 percent of mobile internet users in Southeast Asia are men.
• One-third of the mobile internet users are Bachelor degree graduates or higher.
• More than 70 percent of mobile internet users have a job (full-time or part-time).
• They share common hobbies such as shopping, eating at restaurants, and going to the cinema.

Content

• In terms of mobile content downloaded, 67 percent downloaded games/apps, 46 percent downloaded video apps, while 38 percent downloaded music apps.
• 55 percent of users prefer mobile ads for apps that help them download mobile content, followed by ads for a good deal on something (42 percent), learning about a brand (36 percent), and locating something nearby (27 percent)

(Editing by Steven Millward)