OVERVIEW: ONLINE, MOBILE, SOCIAL

PAKISTAN 2013
June 2013
Siim Teller

DID YOU KNOW

That there are 31 million
internet users in
Pakistan? 15 million of
them browse the web with
their mobile phone.

June 2003 I Pakistan Mobile Market Overview I Siim@ansr.io I @teller

KEY STATS - PAKISTAN

POPULATION

URBAN / RURAL

190 Million

36% / 64%

INTERNET USERS

INTERNET PENETRATION

31 Million

16%

MOBILE SUBSCRIBERS

AVERAGE INCOME A YEAR

125 Million

Less than $3000

June 2003 I Pakistan Mobile Market Overview I Siim@ansr.io I @teller

POPULATION

70% of population
under 30

June 2003 I Pakistan Mobile Market Overview I Siim@ansr.io I @teller

Source: pta.gov.pk

Despite financial
challenges Pakistanis
are embracing
connected devices
and the content that
they offer.

n
A@h
pr

Simon Kemp (we are social)

June 2003 I Pakistan Mobile Market Overview I Siim@ansr.io I @teller

KEY MOBILE DATA

125M

Mobile subscribers
adding 1 million a month

Mobile internet users

15M

8% penetration

Broadband subscribers
2.2M

More than doubled in 2 years

Source: pta.gov.pk, smartchoice.pk
June 2003 I Pakistan Mobile Market Overview I Siim@ansr.io I @teller

KEY MOBILE DATA

PAKISTAN IS THE 5TH LARGEST MOBILE PHONE MARKET IN ASIA

O
N
#

10% smartphone penetration

75% of phones use Symbian i.e. feature phones

80% phones cost less than $100

Source: propakistani.pk, Nokia
June 2003 I Pakistan Mobile Market Overview I Siim@ansr.io I @teller

MOBILE INTERNET

11%
Internet visits
from mobiles
Out of 182 million pageviews in April, 2013

Source: Effective Measure

June 2003 I Pakistan Mobile Market Overview I Siim@ansr.io I @teller

DID YOU KNOW

average session is only

5 minutes.

ZE

online every day. But the

SI

spend more than an hour

TE

BI

80% of internet users

Source: B Solutions (SEP 2012), Effective Measure

June 2003 I Pakistan Mobile Market Overview I Siim@ansr.io I @teller

SOCIAL MEDIA USERS

Social media penetration Pakistan has a long
way to go. At 4% penetration only Laos,

56
50

Bangladesh and Myanmar have

45
39

lower percentage of people

36

28

using social

27
23

media.

18
12

Sri Lanka

Bhutan

Vietnam

Mongolia

Indonesia

Asia

Thailand

Japan

Philippines

Maldives

S Korea

Macao

China

Malaysia

Singapore

Hong Kong

Brunei

Taiwan

India

13

Nepal

19

1
N/A
Myanman

29

Bangladesh

41

Laos

45

Pakistan

52

Cambodia

53

Source: we are social

June 2003 I Pakistan Mobile Market Overview I Siim@ansr.io I @teller

SOCIAL MEDIA USERS

9 million

3.5 million

1.9 million

1.4 million

1.2 million

7% growth

+1.1M in last 6 months

in a year

Remember: population 183 million

Source: Third World Strategy, we are social
June 2003 I Pakistan Mobile Market Overview I Siim@ansr.io I @teller

 ACEBOOK

Importantly, 70% of the countrys Facebook users are

below the age of 25.
More than half of them come from the countrys richest
10% of households.
The result is a highly concentrated social media
audience of young, affluent consumers.

Source: Third World Strategy , B Solutions (SEP 2012)

June 2003 I Pakistan Mobile Market Overview I Siim@ansr.io I @teller

 ACEBOOK

33%

Access Facebook via their smartphone

30%

Of online population use Facebook

70-30

Split between men/women among Facebook users

And among mobile internet users in general
Source: we are social

June 2003 I Pakistan Mobile Market Overview I Siim@ansr.io I @teller

ONLINE AD SPEND

$5 million
1% of a total ad spend
of $500 million

June 2003 I Pakistan Mobile Market Overview I Siim@ansr.io I @teller

ECOMMERCE

There is no official data. Local eCommerce

experts estimate market size to be around
$25-30 million a year.

June 2003 I Pakistan Mobile Market Overview I Siim@ansr.io I @teller

FINANCIAL SERVICES
f k f kf k f kf k f kf k f kf k f k
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k f k fk f k fk f k fk f k fk f k f
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Only 12% have

access to
formal financial
services

Only 9% have a
mobile banking
account

37% annual growth

Source: A2FS, 2012
June 2003 I Pakistan Mobile Market Overview I Siim@ansr.io I @teller

TELECOM CHALLENGES

Inability to finalise terms for the auction of

3G mobile licenses

Confusing rules around multi-SIM

ownership and mobile number portability

Despite this - $7 billion in foreign direct

investment into telecom sector since
2005. Telenor has just announced
committment to another 1B.
June 2003 I Pakistan Mobile Market Overview I Siim@ansr.io I @teller

WANT TO REACH THEM?

The fastest and most affordable
way of reaching and researching
consumers in Pakistan is with
mobile surveys.
We offer access to profiled
respondents on smartphones, feature
phones and tablets.
You only pay for completed surveys.

VISIT WWW.ANSR.IO

June 2003 I Pakistan Mobile Market Overview I Siim@ansr.io I @teller

Thank you!
@adamdawood, @inspirex, @WaqasADay,
@babushka99, @eskimon
Photos: Murtaza Mahmud, Natasha d.H

Creative Commons: adapt, modify, use as you like, but please give credit