Singapore, with the world’s third largest penetration of smart phones, is at the forefront of the changing world of mobile.

Presented in Singapore today, 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. This marks an opportunity and a challenge for companies looking to get a piece of the local market.

Singapore seen as an indicator of global mobile trends

The TNS Mobile Life study revealed that Singapore, which has the world’s third highest penetration of smartphones (72%), more than twice that of developed Asia, is one of the most active and demanding countries. Singaporeans do more on their mobile devices in every aspect of mobile activity, surpassing the global average twice in terms of mobile internet access. The range of activities that Singaporeans want to do with their phones are also more advanced in comparison 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 mobile devices at every point of the day”, said James Fergusson, Managing Director, Global Technology Sector, TNS. In fact Singapore is the top Asian country in terms of mobile device ownership and one of the most advanced 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,” Fergusson added.

Accessibility to social content 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% of Singaporeans agree with this. However, handset brand is still considered an important factor in product decision making across developed (44%) and emerging (77%) 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% in Singapore vs. 74% in developed Asia) to mobile internet (62% in Singapore vs. 31% 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 mobile devices in Singapore. Video calling is set to grow with 52% of those surveyed stating an interest in the technology.

Demand for tablets 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, generating substantial momentum, with intended ownership rates at 15% globally. Singapore once again showed extraordinary results, with 42% of Singaporeans indicating interest in buying one within the next six months. Seventy-six percent of those potential tablet owners intend to buy it as an additional mobile device rather than as a replacement.

“If you look at when Singaporeans are using their devices it also throws up some interesting information,” added Fergusson. “You see a massive spike in mobile usage during the daily commute and in the late evening, while all mobile activity dips dramatically as Singaporeans eat dinner. However, the statistics suggest that those of us in Singapore are sharing lunch with distant friends and relations, hence the level of social networking increases around lunchtime each day.”

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. TNS Mobile Life has set a precedent in its scope, depth and breadth of information on mobile consumers’ behavior and decision influencers. It provides a complete understanding of consumer experience with mobility today as well as insights on how this will change tomorrow, which is increasingly vital to companies competing for a piece of the highly lucrative mobile consumer market and for those who want to reach out to their consumers in a more meaningful and compelling way.

Source: TNS Mobile Life -