Nearly half of Singaporeans already own tablets: survey

Smartphone users high in Singapore, Hong Kong.

According to a report released today by Nielsen, tablet ownership has recorded significant growth in many Asia Pacific markets in the past year, in particular Singapore (up 30 percentage points to 47%), Hong Kong (up 27 points to 57%) and Malaysia (up 23 points to 42%).

The report also noted that the number of consumers owning multiple mobile handsets is increasing across Asia-Pacific, particularly in Malaysia where close to half (47%) own more than one mobile phone, Hong Kong (31%), and Singapore and China (29%).

The report also noted that Asia Pacific smartphone penetration is highest in Hong Kong and Singapore at 87 percent, followed by Malaysia (80%), Australia (75%) and China (71%).

Penetration in developing Asia Pacific markets, while trailing the more developed markets in the region, is gaining traction; Thailand’s smartphone penetration is at 49 percent followed by Indonesia (23%), India (18%) and the Philippines (15%).

“The growth in connected device ownership across Asia Pacific has been staggering in recent years,” notes Sagar Phadke, Director of Nielsen’s Telecom and Technology Practice in Southeast Asia, North Asia and Pacific.

“While this growth is expected to begin levelling out, consumers’ use of connected devices will continue to evolve and expand, presenting vast opportunities for organisations to engage with consumers on an almost ubiquitous platform.

It is becoming more critical than ever for companies to develop sophisticated mobile strategies designed to leverage changing connected device behaviours and develop ongoing consumer engagement.”

The Nielsen report, Decoding the Asian Mobile Consumer, reveals the latest trends in consumers’ smartphone ownership, behaviour and attitudes across nine Asia Pacific countries including Indonesia, Malaysia, Thailand, The Philippines, Australia, Hong Kong, China, India and Singapore.

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