Industry leaders convened in Bangkok, Thailand for the POCO Partners Southeast Asia Forum 2023, delving into the shifting habits and preferences of Southeast Asia’s Gen Z mobile users. This event offered a unique platform to analyze the transformative impact of the “mobile first” mindset among the region’s Gen Z population, fueling changes in their tech choices and behaviors.
Esteemed figures including Mr. Quanxin Wang, General Manager of Xiaomi Southeast Asia, Ms. Anne Wang, Head of Marketing at POCO Global, and Mr. Angus Ng, Head of Product Marketing at POCO Global, engaged in discussions alongside high-ranking executives from Lazada, MediaTek, PUBG, Shopee, and TikTok Shop.
They dissected the dynamic tech trends and data-driven insights in e-commerce, gaming, chipsets, and smartphone markets across Southeast Asian nations.
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Survey Reveals Gen Z’s Mobile Revolution
Gen Z is rewriting the rules of mobile phone usage and preferences, as demonstrated by new survey findings unveiled at the Forum. Conducted by global research firm YouGov on behalf of POCO, the study surveyed 2,500 consumers aged 18 to 40 in five Southeast Asian markets: Malaysia, Indonesia, Philippines, Thailand, and Vietnam.
The results showcase the integral role of smartphones in Gen Z’s lives, with nearly 50% reporting a significant increase in time spent on mobile-related activities.
Mobile Devices: The New Entertainment Nexus
The survey focused on Gen Z and Millennials who engage in mobile gaming monthly. It revealed that mobile devices have evolved into central entertainment hubs, driven by pandemic-induced shifts. Over the past three years, younger Southeast Asians have significantly increased mobile gaming (53%), online shopping (51%), and video streaming (48%) activities.
Top daily activities include video watching (81%) and online gaming (60%), while voice calls (56%), and photo/video capture (47%) are less frequent. Weekly activities highlight gaming (87%) and photo/video capture (80%) as prominent.
POCO’s Direction and Gen Z’s Influence
Mr. Angus Ng expressed enthusiasm for POCO’s direction, emphasizing the potential to tailor products to market needs and collaborate with partners. He noted POCO’s focus on the essence of gaming, a booming trend in Southeast Asia. By perfecting the balance between price and product, POCO aims to cater to the distinct preferences of the region’s younger generation.
Gen Z: The Mobile-First Generation
Gen Z spends more time on mobile activities compared to Millennials, indicating a ‘mobile-first’ approach. This generation plans to increase daily mobile-based activities, particularly in social media (53%), internet browsing (56%), and work-related tasks. Post-pandemic shifts have also highlighted mobile devices’ potential for work and business purposes.
Shaping Mid-Range Phone Preferences
Changing usage patterns have prompted consumers to reconsider their mobile choices. A majority (76%) now prefer mid-range brand phones over established ones, driven by increased confidence in mid-range brands (79%). Affordability (57%), balanced performance (57%), and meeting mobile needs without excessive features (50%) drive this preference.
Gaming: A Key Factor
Gaming prowess and performance are vital in phone purchase decisions, with 44% considering it “very important.” Battery life, processors, and storage capacity are prioritized for gaming needs. POCO sees this trend as an opportunity to excel in the mid-range phone segment.
The Forum’s takeaway emphasizes the intersection of gaming capability and affordability, signifying a turning point in consumer preferences and a promising landscape for POCO and mid-range brands.
