Frictionless, smart experiences on lock screen – the very first touch point of mobile - to become a mainstay in mobile marketing, report states.
Highlights:
Report provides Insights into hyperconnected Southeast Asian consumers
Internet economy worth $218 billion in Southeast Asia
The Philippines tops the chart in daily smartphone use
InMobi, a leading provider of content monetisation and marketing technologies that help businesses fuel growth, has released its Mobile Marketing Handbook 2024, titled "Seamless. Smart. Serendipitous: Building Tomorrow’s Brands".
The handbook highlights key insights into hyperconnected Southeast Asian consumers - their unique interests and the booming culture of digital entertainment, sports, and gaming. It further presents marketers with state-of-the-art strategies to drive meaningful consumer engagement amongst ‘Always-on’ consumers in the region, with a focus on the transformative role of the smart lock screen.
Some of the key themes in the 2024 handbook include:
Constant Connections: Southeast Asia is among the world’s fastest-growing digital regions, powered by mobile. Nearly 90% of Southeast Asians are smartphone users – a higher level than North America and Europe. The Philippines tops the charts in usage, with an average of 5 hours 47 minutes spent per day, according to data from Exploding Topics, against a regional average of 4 hours 42 minutes and a global average of just 3 hours 15 minutes.
The Love for Live: Live streaming has shot through the roof in Southeast Asia, particularly for gaming. Live commerce is also making waves, with 50% of consumers tuning in to livestream shopping sales at least once a week. In the Philippines, 60% of consumers have been buying products from live streams as early as 2021.
Gaming Galore: 246.9 million Southeast Asians will be gaming by 2027, with a market penetration rate of 34.7%, ranging from hyper-casual to hardcore games. It’s a trend seen across all age groups and genders – 55% of mobile gamers are over 55. E-sports, now an official medal sport at the Asian games, presents particularly exciting opportunities for marketers.
Super Apps Momentum: Super Apps continue to grow as a key trend in the region. These apps, which offer a variety of services, have become a multi-billion dollar market in Southeast Asia, indicating a growing appetite to access multiple experiences in a single destination.
Leveraging smartphone lock screen for early, frictionless connections: The smartphone lock screen, through platforms such as the Glance smart lock screen, has emerged as a powerful tool to build early connections with consumers. For instance, in Indonesia, 30 million Glance active users are discovering personalised content, single tap gaming, news, Live experiences and more, directly on their lock screen, without the friction of unlock, download, search.
"In 2024, mobile transcends its role as a mere brand messaging platform, transforming into a gateway for immersive experiences, personalised interactions and engagement. In this dynamic landscape, key touchpoints like the smartphone lock screen have emerged as pivotal frontiers for marketers. As emphasised in our Mobile Marketing Handbook 2024, success hinges on establishing a presence on these surfaces to build early connections with consumers, delivering immersive experiences and driving engagement innovatively. Utilising generative AI for customised content, and adeptly navigating privacy regulations are also vital." said Vasuta Agarwal, Chief Business Officer, InMobi Group.
In addition to the handbook, InMobi has published several vital consumer and industry reports for the mobile marketing world, with in-depth analyses on topics including festive shopping, the SKAN and measurement framework, streaming services, and in-app advertising.
To read more about Mobile Marketing Handbook 2024, Southeast Asia, visit https://inmo.bi/3HupPDB.
To access other cutting-edge insights on the mobile marketing industry, visit https://www.inmobi.com/insights/reports.
Press assets are available here.
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About InMobi
InMobi is a leading provider of marketing and monetisation technologies. With deep expertise and unique reach in mobile, it is a trusted and transparent technology partner for marketers, content creators, and businesses of all kinds. InMobi’s mission is to power its customers’ growth by helping them engage their audiences and build meaningful connections. Its affiliated businesses – Glance, an unconsolidated subsidiary that offers a lock screen-based content discovery platform, and video platform Roposo – help InMobi create new content and commerce experiences in a world of connected devices. InMobi is headquartered in Singapore, maintains a large presence in San Francisco and Bangalore, and has operations in New York, Chicago, Kansas City, Los Angeles, Delhi, Mumbai, Beijing, Shanghai, Jakarta, Manila, Kuala Lumpur, Sydney, Melbourne, Seoul, Tokyo, London, and Dubai. To learn more, visit https://www.inmobi.com/.
About Glance
Founded in 2019, Glance is a consumer technology company that operates disruptive digital platforms including Glance, Roposo, and Nostra. Glance’s ’smart lock screen’ inspires consumers to make the most of every moment by surfacing relevant experiences without the need for searching and downloading apps. Glance Lock Screen is currently available on over 450 million smartphones worldwide. Roposo is a trends-first platform bringing LIVE experiences across the latest pop culture and social moments. Nostra is the largest gaming platform in India and Southeast Asia, offering gamers engaging ways to discover, play, watch, learn and compete.
Headquartered in Singapore, Glance is an unconsolidated subsidiary of InMobi Group and is funded by Jio Platforms, Google, and Mithril Capital. For more information visit glance.com, nostra.gg and roposo.com