LUZON, Philippines --
According to the latest Synovate Media Atlas, a study of the behavior of Filipino consumers aged 15-64, mobile phone ownership in the country had risen from 60 percent during the 2007-2008 survey period to 69 percent this year for non-Internet-capable handsets.
For mobile phones with Internet connectivity, ownership increased to 31 percent this year from 29 percent during the preceding survey period.
Ninety-five percent cited staying in touch as their primary reason for owning mobile phones. Others usage included: Playing games (50 percent), taking pictures (40 percent), and listening to music (29 percent).
The Filipinos’ appetite for new information as well as the popularity of social networking sites in the country also helped fuel an increase in mobile phone ownership.
“For those who are heavily invested with their mobile phones, the results indicate how they have affected the Filipino lifestyle and how businesses can actually penetrate a huge chunk of the population via cell phones and SMS. Those who invest in understanding their consumers are the ones who will thrive in this increasingly competitive environment,’’ Synovate Philippines managing director Carole Sarthou said.
The country currently has more than 35 million mobile subscribers.
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