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Mobile & Smartphone Statistics of Pakistan 2015

Pakistan, unfortunately, is not known to be a data-rich environment. In fact, many companies hide behind this fact, and have been unable to break their inertia of data-centric decision making. I want to change this. For this purpose, I have aggregated the latest data available on digital, mobile and social media in Pakistan.

Following is a comprehensive list of almost every data point openly available pertaining to mobile penetration and smartphones in Pakistan, and my two cents on what these statistics mean for marketeers:

Mobile
  • Total Internet Users: 39 Million [15% population penetration]
  • Growth of Internet Users (Jan, 2014 – March 2015): 47%
  • Mobile Phone Users: 149.2 Million [79% population penetration]
  • Growth in Number of Mobile Subscription (Jan, 2014- March, 2015): 15%
  • Percentage of Pre-Paid Mobile Connections: 97%
  • Active Mobile Social Users: 16.2 Million [9% population penetration]
  • Growth in Number of Active Mobile Social Users (Jan, 2014- March, 2015): 113%

With Mobilink and Warid’s merger, they will serve to an aggregate of 45 Million users.

Smartphones
  • Latest Monthly Growth Rate of 3G/4G Subscribers (September 2015): 14.43%
  • Top 5 Mobile Apps:
What This Means for Marketeers

1. Think Mobile. No point in viewing your brand’s website or social account on desktop anymore. It has to be mobile optimized otherwise its no point being out there at all. Here’s a website where you can check if a website is mobile optimized.

2. Snackable Content. Considering the increasing social mobile users, your brand’s content needs to be consumable within a matter of seconds. Imagine your fan/consumer tapping his phone away, his attention span rock-bottom. Your content needs to attract him enough to add to his experience by enticing him to interact with it. Otherwise, your social is a lost battle.

3. More Video Storytelling; Shorter is Sweeter. Unless your content is earth-shattering, refrain from long-form videos. Mobile has given people more choice then they’ve ever had before. Video storytelling is a powerful tool, so use it often and use it well. Align content that is relevant to your audience and consumer insights.

4. Mobile has changed how people shop. And mobile has done that just through e-commerce, but also through in-store search. Mobile is the first step of Pakistan moving from a linear traditional marketing funnel to a two-way consumer decision journey. Think cross-platform marketing when you think about your shopper, whether your product is a planned purchase or an impulse category. Now is the time to start thinking about multichannel experiences in Pakistan.

5. Keep your customer at the heart of your mobile strategy. If you start with your customer, it will inevitably lead to a customer-centric framework. Use this customer-centric thinking to align mobile experiences your brand offers with customer’s behavior. Invest time and energy in watching, tracking, understand and responding to changing consumer trends.

6. Be courteous. You can use mobile to become a part of your customer’s life, to keep him informed of your offering, but if you’re sending text messages in the middle of the night, or sending push notifications around the clock, then you’re terribly wrong. Mobile users are open to interaction with brands, but keep it respectful and honestly, just use common sense.

7. Mobile is Always-On. Mobile is the first thing we see when we wakeup, and the last thing we see before falling asleep. Putting an approval process on a digital platform as if it were a conventional broadcast property will cause inefficiencies in time production and management. So, when you’re thinking about your content management system on mobile, think of digital like an always-on sports game. No one wants to watch a game in which players are asleep or waiting for God to throw a miracle on the field. If mobile is where your customer is going, then that’s where you need to be.

Note: All data relates to 2015 unless stated otherwise.

Comments

  • Usama Noman
    December 6, 2015

    Hi,

    Thanks for such a great article, nice stats. I would like to know the source of the data you have collected these stats from.

    Thanks.

    reply
    • Ahsan Saeed
      December 6, 2015

      Hi Usama, thank you for the appreciation. All stats have been hyper-linked with their sources.

      reply
      • Naveed
        December 8, 2015

        I am afraid they are not hyper linked to the actual sources!

        reply
          • Ali
            September 30, 2016

            Hi,
            I need the sales comparison data in excel format of all smart phones separately (iOS, Android & windows) for 2015 – 16.

            Can any one help me on this please.

      • Omar
        December 10, 2015

        Aoa Ahsan/Sidra

        Can you please share the sources?

        Ex: Total Internet uses are shown on one of the links but from where did you get the Growth of Internet users?

        Similarly Number of Mobile Phone users is shown as 149.2M while as per PTA total subscriptions are 122M. Even it does not match the subscribers table mentioned below

        Moreover the sources for %age of Pre-paid connections and active mobile users etc are also not mentioned.

        Some data is also not quoted accurately. like 110 3G/4G subscribers by 2019 and not 2020..and share of 3G has sharp increase compared to 4G??? what is the point as 4G was launched after a bit long duration…

        and than there are so many numbers that i dont know if they are for PAkistan only or from some region… and i doubt those stats.

        there are so many things that i dont agree with and i have my reservations…

        However this is Pakistan and people are sharing without verifying,,so good for this article

        Kindly do not get offended as i just want to convey my point in a constructive manner,,so we as a Pakistani can improve where we can…

        Good luck

        reply
  • Murad
    December 7, 2015

    Zabardast information

    Thanx alot

    reply
  • Shaks
    December 8, 2015

    Excellent article……need to be updated on quarterly basis or atleast in every 6 months

    reply
  • Muneeb
    May 12, 2016

    the data provided is good but not too good enough as it doesn’t provide a % decrease in activities of children due to use of mobile phones

    reply
  • Fazal
    June 17, 2017

    Thanks for the initiative but I would like to know that if this is the official data I mean whether published by any govt institution bcoz I’m doing work on my research paper and wanna know if I may include this data!

    reply

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