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Old 08-07-2013, 04:25 PM
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Default Pakistan Smartphone Market Statistics and Analysis





Pakistan smartphone market is growing. And like offshore countries, Pakistani consumers are going increasingly mobile. They are also becoming hyper-connected. Though with the absence of 3G/4G data technologies Pakistani smartphone consumers haven’t been able to tap the complete potential the smartphones have to offer. Yet increased penetration of smartphones in Pakistan’s consumers signifies a positive shift. The telcos of Pakistan (Ufone, Mobilink, Telenor, Warid, Zong) have also realized the dire absence of 3G/4G technologies in Pakistan. And to cater the gap, they have adapted their VAS offerings to be more and more affordable. They are now now providing GPRS/Edge based mobile Internet packages. And these newly introduced VAS packages is also driving Pakistan Smartphone Market to stay more connected. And its also heard that nationwide deployment of 3G infrastructure is also occurring at the backend in most of these telcos.
Being in a startup, one needs to keep oneself acquainted with the changing and evolving trends of his niche. Thus, we at towntawks, came across a recently published infographic* about Pakistan Smartphone Market. And finding authentic statistics about Pakistan is a rarity. The data presented in this infographic provides an overview of the whole Pakistan smartphone market. Like which brands and mobile operating systems are popular in which consumer sector (gender and age wise) etc. This can be of extreme value for these smartphone brands in Pakistan. It can also be beneficial for consumers as well in getting to know Pakistan Smartphone Market trends to align their purchasing journeys accordingly.
Pakistan Smartphone Market Statistics:

Around 119 million people in Pakistan own a cell phone which is roughly 68.6% chunk of the whole population. And as for smartphone sales in Pakistan, 6% of all cell phones sold in Pakistan are smartphones
Pakistan Smartphone Market – Mobile Penetration:

Android is leading in Pakistan Smartphone Market as the most favorite Mobile Operating System (67% penetration rate). Followed by Apple iOS (26%) and Blackberry (5%) and Windows Phone (2%). And among dozens of smartphone brands available in Pakistan, Samsung has the highest market share (39%) followed by HTC (22%), Sony (8%).

Pakistan Smartphone Market – Age wise Analysis:

Android & iOS are the most dominant mobile Phone operating system in Pakistan (and abroad as well especially after the sheer downfall of Blackberry and Symbian OS. Windows Phone is slowly gaining traction). And the following stats show that Android is the OS of choice among Pakistani males whereas females are more inclined towards Apple’s iOS (primarily because of its simplicity in usage and Apple’s astute craftsmanship). Android is usually preferred by youngsters who are more into customization of which Android is most renowned for. Whereas Apple usually appeals elder audience.
Pakistan Smartphone Market – Gender Wise Analysis:

And this further consolidates that women in Pakistan prefer iOS than android
Pakistan Smartphone Market – Brand wise Analysis:

As highlighted in the first image, Samsung & HTC are dominating the Android smartphone Market share in Pakistan. Whereas Sony’s smartphone series (most significantly Xperia) generally appeals females sector the most.
Pakistan Smartphone Market’s Brands Popularity:

yet another insightful set of information about Pakistan smartphone consumers demographics:
Seems like Apple is the “apple of Pakistan’s females eye” where HTC is proving itself to be attracting males the most. But overall, Pakistan’s smartphone market is male-dominating among 25+ years age sector.
Pakistan Telecom Operators – Brand Affinity:

There are around 9 million Pakistani users on Facebook. And when it comes to brands, Ufone seems to be the most socially active brand followed by Zong. Its also evident from the facebook statistics of Pakistan by social bakers that Ufone is the 4th most popular social brand of Pakistan. Zong appears at 7th number on that ranking.
And data shows that Ufone is predominantly favorable in females sector while Mobilink possesses strong hold in Pakistan’s male sector. And red alert for Zong: Its the least popular brand among teens (18-24 years of age) even though its packages are considered to be the most low-cost one (in our opinion, its poor SLAs is the prime reason behind its compromise in popularity). And telenor seems to be losing its grip in Pakistan’s market for 30+ years age sector.

The best thing about data is that it has the potential to highlight trends that may not be clear previously. And the best aspect of data is that its always neutral and objective. And company’s need to adopt data driven decision making trend to align their business and marketing strategies. If we were in place of the brands which have been analyzed in these infographic (like Apple not popular in female teens, Zong least popular in teens, HTC mostly popular in Pakistan’s males), we would’ve definitely revised our marketing and branding strategies to capture the loosing market segment.


We would love to hear your remarks about the possible rationale behind the trends highlighted in this infographic. Would love to hear your opinion that why a specific brand is male skewed and why a specific brand is least popular in a specific age sector?
* infographic source: mashable
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