Staff Writer
Oct 24, 2012

Singaporeans prioritise smartphones over spouses in the morning: MMA

SINGAPORE – The Mobile Marketing Association (MMA) released the latest in its series of SmartGraphics. This year, the number of mobile subscriptions in Singapore reached 7.8 million, making the city-state’s smartphone penetration rate, at 150 percent, one of the highest in the world.

Source: 'Singaporeans & their smartphones: obsession or addiction'; Mobile Marketing Association (MMA)
Source: 'Singaporeans & their smartphones: obsession or addiction'; Mobile Marketing Association (MMA)

Titled 'Singaporeans & their smartphones: obsession or addiction', the survey canvassed 360 mobile users in Singapore in July 2012. 90 per cent of respondents own smart phones, showing that mobile devices are fast becoming an obsession with Singaporeans. Notably, the study found 66 per cent surveyed check their phones first thing in the morning before looking at their spouses.

Other interesting facts from the survey include that 96 per cent of respondents use their mobile phones as a travel companion when commuting on trains and buses. 60 per cent of respondents multi-task on mobile phones while they watch TV. 84 per cent of respondents admit to checking their mobile phones when they wake up in the middle of the night. 40 per cent of them use mobile for real-time sharing of photos. 87 per cent of them admit they prefer to contact friends via mobile (calling,IM, texting, SNS) instead of personal meetings at least sometimes if not all the time.

In terms of mobile activities, texting tops with Singaporean users (86 per cent), followed by entertainment (73 per cent), calling (65 per cent) and email/work (57 per cent).

On the commercial side of smartphone use, 75 percent of respondents are receptive to mobile advertising, of which 42 per cent of respondents are interested to view mobile advertisements if there is a good deal available, and 32 per cent want to see relevant material.

57 per cent have made a purchase on their mobile phone, and 36 per cent are regular viewers of deals or mobile couponing apps on their mobile phones. 58 per cent of respondents have used mobile banking at least once.

“The eagerness of consumers to adopt mobile services such as mobile payments indicates the great potential of mobile in business, “ said Rohit Dadwal, managing director, Mobile Marketing Association APAC. “The survey results show that activities such as mobile banking, payments, and shopping are already extremely popular. In the future, mobile will become even more deeply entrenched to become a fundamental part of day-to-day business operations. We will see mobile being used in innovative new ways as a channel for providing an even wider spectrum of services.”

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