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More Singaporeans likely to buy a smartphone in 2011

Anuradha Shukla | May 24, 2011
Nielsen forecasts increase in sales of smartphones due to significant buying interest from netizens.

Sales of smartphones in Singapore will continue to benefit from significant buying interest from netizens in the country, according to a recent survey by The Nielsen Company.

Nielsen, the global information and measurement company, notes that Singapore has the highest smartphone penetration in Southeast Asia and the increasing mobile Internet usage presents new opportunities for advertisers.

Survey findings show that four in 10 online consumers who do not own a smartphone are likely to buy one in 2011. The majority of online customers use Apple OS and Nokia is the second most popular device.

For this survey, Nielsen questioned online consumers in Singapore, Malaysia, Philippines, Thailand, Vietnam and Indonesia.

About half of the online consumers surveyed in Singapore already own a smartphone and respondents aged 35-39 are the largest group to own a smartphone.

Further increase in future

The smartphone sales in Singapore will increase further in the next 12 months and both male and female netizens are equally likely to purchase one in near future.

"Launches of newer mobile devices such as the iPhone, Blackberry, Windows Phone 7 OS, the influx of android phones, as well as the different affordable data plan packages offered by telecommunication operators to increase or maintain their subscription base, present consumers with a kaleidoscope of choices," said Kaushal Upadhyay, director, telecom practice, Nielsen Singapore. "Operators are also wooing existing customers by offering upgrades on a mobile device just before his/her subscription plan expires."

Fifty-eight per cent of consumers aged 45-49 and 49 per cent aged below 20 said they will definitely or will probably buy a smartphone.

The popularity of mobile internet is also on the rise among Singaporeans and Nielsen's research shows that 51 per cent of online consumers have used mobile Internet in the past 30 days.

Fifty-nine per cent of consumers plan to access mobile Internet in next 12 months.


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