1. MYANMAR
THE FINAL FRONTIER FOR THE MOBILE INTERNET
Photo: KXStudio

2. Myanmar… but where is it?
Myanmar, pop. 53 million

3. In 2011 Myanmar opened up to the world again.
The Final Frontier?*
59 years of military dictatorship and being cut off from the outside world turned a former economic success into the backwater of Asia.
In 2011 Myanmar opened up to the world again.
Media and internet censorship was largely removed and mobile ownership started to climb.
Taking advantage of the growing mobile ownership On Device Research surveyed 577 mobile internet users in Myanmar for the first time ever.
* Cuba and North Korea are the only remaining countries where research via mobile is not possible.
Photo: Christopher Michel

4. g w O Myanmar in numbers, 2014 53 million 33% : 67% 10% 1% NA
Population
53 million
Urban vs rural population
33% : 67%
Mobile penetration
10%
Internet penetration 1%
Mobile internet penetration NA
Source: Asian Development Bank, 2012, UN Data, 2012, Internet World Stats, 2012

5. Newcomers are flocking online
Plummeting device prices, cheaper SIM cards and data packages double the mobile internet population in the last 12 months
Q. When did you first use a phone to go online?
50% combined
30%
28%
22%
20%
1-5 months ago
6-12 months ago
Over a year ago
More than 2 years ago
Source: On Device Research, June 2014 n=577 mobile internet users in Myanmar

6. A mobile-only nation
Nearly half of the respondents use internet only on their mobile. Improving networks, decreasing device and data prices mean that majority of population will leapfrog PCs.
Q. How often do use internet on a PC or laptop?
Mobile-only
49%
internet users
29% 9% 9% 4%
Daily
Weekly
Few times a month
Less than once a month
I do not use internet on a PC or laptop
Source: On Device Research, June 2014 n=577 mobile internet users in Myanmar

7. Internet beats other media
Nearly three quarters use internet on their mobile daily!
Mobile Internet Television Newspaper Radio
36%
72%
61%
50%
27%
15%
25%
18% 19% 17%
20%
18%
12% 6% 2% 3%
Daily
Once a week/several times a week
Several times a month or less frequently
Never
Source: On Device Research, June 2014 n=577 mobile internet users in Myanmar

8. Mobile internet is changing lives
Mobile-only nation
Nearly half use internet only on their mobile.
Will Myanmar almost completely leapfrog the PC?
Q. How often do use internet on a PC or laptop?
Mobile internet is changing lives
Q. In which ways has internet on your phone changed your life?
27%
23%
18%
Easier to keep in touch with friends and family
42%
Easier to follow the news
40%
Faster and easier communication
Better access to information online
Improved access to entertainment
Easier to meet people from around the world
Source: On Device Research, June Photo: Brian Holsclaw n=577 mobile internet users in Myanmar

9. Myanmawr – who’s online
on their phone?

10. fffffffkkk Young men dominate
Echoing other emerging markets - mobile internet users are mainly young men, only 29% are women
fffffffkkk
Average for South-East Asia: 63% men, 37% women
16-24
38%
25-34
36%
35-44
16%
45+
10%
Source: On Device Research, June 2014 n=577 mobile internet users in Myanmar

11. 71% Huawei’s utter dominance 14%
One brand dominating the handset market in such a way is unheard of in South-East Asia or elsewhere…
+ dozens of other brands with 1% market share or less among the mobile internet users
71%
14%
Source: On Device Research, June 2014 n=1500 mobile internet users in Myanmar

12. Android nation
We knew there wouldn’t be many iPhone owners in Myanmar but lack of feature phone users was a complete surprise
Android
95%
Other (feature phones)
3.5%
iPhone + iPad 1%
India 21%
Vietnam 24%
Indonesia 26%
Malaysia 40%
Thailand 44%
Symbian, Blackberry, Windows
0.5%
Starting from a clean sheet in 2011, lack of legacy handsets and plummeting Android prices have all contributed to this anomaly.
Source: On Device Research, June 2014 n=5000 mobile internet users in Myanmar

13. Favourite mobile brands
Apple might be #3 in popularity but
average income means few will be able to afford it
Q. What are your favourite mobile brands? Select up to 3.
63% 
Significantly more women prefer
58%
Samsung (69% vs 53%)
32%
18%
15%
12% 9% 6% 5%
Huawei
Samsung
Apple
Nokia
Sony
HTC LG
Lenovo
Other
Source: On Device Research, June 2014 n=577 mobile internet users in Myanmar

14. Viber absolutely rules in Myanmar

15. Monopoly for Viber
Usual market leaders like WhatsApp are struggling with traction
Q. Which of the following chat apps do you use?
79%
27%
11%
10%
10% 8% 5% 4%
Viber
Facebook
Skype
WeChat
Other
WhatsApp
Line
I don't use
Messenger
chat apps

16. Over half use Facebook
Twitter, Instagram and other popular Western services remain below the 5% threshold
Q. Which of the following social networks do you use?
58%
Surprisingly local mobile social network MySquar wasn’t popular either
31%
19%
16%
12%
Facebook
Youtube
Google+
Other
Don't use social networks

17. Search is the most popular activity
Q. What do you use the internet on your phone for?
33%
21%
19%
17%
14%
Searching
World & local news Watching videos Social networking Listening to music
Sports news
41%

18. 55% live on $155 or less a month Q. What’s your monthly income?
100,000 kyat = $102
29%
26%
21%
14%
10%
Less than 100,000 kyat
100, ,000
kyat per month
151, ,000
kyat per month
200,000 or more
Prefer not to answer

19. Nearly half have bachelors degree Q. What’s your level of education?
41%
27%
17% 7% 7% 1%
Primary school
Secondary / High school
Bachelors degree
Other qualification
None
Prefer not to answer

20. The Myanmar project was incredibly exciting - there
was zero information about mobile internet users
and usage so far. This is exactly why I started On
Device Research in the first place!
Mobile will explode in the next couple of years
making it the fastest and most cost effective way to
reach and understand Burmese people.
Alistair Hill, CEO
On Device Research

21. Want Excel tables with the survey data?
Contact
On Device Research uses the mobile internet to gain access to consumer opinions at any time, place or country.

22. ondeviceresearch.com Find out more: Follow us: Siim Teller
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