The digital landscape; digital usage and frequency levels
Drivers of online behavior and activities
The digital lifestyles and segmentation
Social networking and where it goes next
If you would like to find out about….
The largest and most comprehensive study of the global digital consumer, ever
Philippines coverage: n=1000 respondents Equal gender split (males: n=500; females n=500) Age: 16-60 years old Areas: Metro Manila, Balance Luzon, Visayas, Mindanao
*Population data sourced from Internet World Stats 2009.
Covering 88% of the global internet population* 46 markets; n=48, 804 respondents; survey done in Q3 2010
What is the state-of-play in the digital landscape?
How do we maximize opportunities with the digital consumer?
How and to whom do we tailor the message?
Harnessing opportunities in the Digital space
The critical questions
The critical questions
State-of-play
36% of online Filipinos* access the internet daily…
% using at least once a day
…that’s 11 million Filipinos
…about 3x MORE than the population of Singapore, or
1.5x MORE than the population of Hong Kong
11
28
36
43
81
Magazine
Newspaper
Digital
Radio
TV
*16-60 years old, SEC: ABCD, Total Urban Philippines
34
37
37
32
35
34
37
45-60
35-44
25-34
21-24
16-20
Female
Male
% using Digital at least once a day – Philippines
Digital cuts across demographics
Total = 36%
Age
Gender
Digital Life activities
Games you play on or via the Internet, either single-player games or multi-player games (not via a console)
Personal email account. Checking inbox, writing and composing email messages
Connecting and sharing with others online, uploading pictures to a photo sharing site or internet dating
Source general information & learn online. Includes: ‘googling’ online encyclopaedias and self educating online etc
Planning & organising your life online, including journey planners, using maps services
Using internet banking, paying or checking your bills, topping up mobile phone/travel cards, doing tax return etc
Purchasing online, whether it be groceries, cinema tickets, clothing, gifts, flights or services
Browsing for things to buy online or offline; e.g. consumer reviews, websites, search engines
Keeping up to date with current affairs, sports, culture and the weather
Specialty websites that help you pursue your personal interests & hobbies or a blog/forum you read or write
Watching video, listening to music or radio streaming or watching on-demand TV programs
Social
Knowledge
Organize
Admin
Shopping
Browsing
News
Interest
Multi-media
Gamin g
Social, email and multimedia are done daily; all other activities show promising potential to grow
% doing activity daily
Chart Title
28 2914 13 10
20 144112
Social Email Knowledge Organize Admin Shopping Browsing News Interest Multi-media Gamin g
Social has outperformed email, thanks to Facebook
2.5
1.2
1.51.2
0.6 0.7
2.8
Social Email Knowledge News Interest Multi-media Gamin g
Ave. no. of hours per week in all activities: 9 hours
Filipino online consumers are spending an average of about 9 hours a week connected
17.6 9.6 10.5 8.6 9.7 10.6 11.4 8.9 8.2
1.2 0.4 0.3 0.4 0.6 1.9 0.4 0.1 0.2
PC/ Laptop
Mobile
Hours spent online per week
PhilippinesGlobal Male Female 16-20 21-24 25-34 35-44 45-60
Gender Age
In summary…
So what this means is…
Usage and engagement levels on the rise; digital becoming an integral part of consumers’ communication touch points
Social, email and multimedia are the key online activities
Opportunity to leverage digital platforms in the communication programs or marketing plans
Social, email and multimedia are the hot buttons to push when engaging consumers online
Maximizing digital opportunities
% using social networking
4628 28 29 35 37 33 29 21
86 81 7587 89 93 90
8071
Daily Ever
Philippines 16-20 21-24 25-34 35-44 45-60Male FemaleGlobal
On a daily basis, Filipino online consumers are catching up with the rest of the global online community…
Gender Age
Filipinos have many social network and brand friends
Connections on social networks
120171 195
151
267 298
187133 124
45
65
6 6
35
9
Average number of friends on social network Average number of brand friends
Philippines 16-20 21-24 25-34 35-44 45-60FemaleMaleGlobal
Gender Age
Filipinos have many social network and brand friends – more dominant amongst younger consumers (16-24 years olds)
Connections on social networks
120171 195
151
267 298
187133 124
45
65
6 6
35
9
Average number of friends on social network Average number of brand friends
Philippines 16-20 21-24 25-34 35-44 45-60FemaleMaleGlobal
Gender Age
Consumers start to engage actively with brands online
(Written positive or negative comments about brands)
(Viewed user comments about brands)
(Does not read or write comments about brands)
Brand Activities on Social Media
15% Talking
15% Listening
73% Inactive
4035
2519
41
19
4345
25 27
14
32
17
26
To get moreinfo
To supporta brand
To connect To followmy friends
To seek forpromos
To usespecificapps
To benefitfrom apromo
Global Philippines
Reasons to join brand community
Obtaining info and promos are key reasons in joining brand pages
4035
2519
41
19
4345
25 27
14
32
17
26
To get moreinfo
To support abrand
To connect To follow myfriends
To seek forpromos
To use specificapps
To benefit froma promo
Global Philippines
Reasons to join brand community
In summary…
So what this means is…
Growth of social media is expected to increase
Filipino digital consumers have a relatively large number of social network and brand friends
Social media is the new platform to engage with consumers Filipino digital consumers are open to connect and co-create with marketers
The brand page is a key channel to foster ties with the consumers and at the same time for the consumers to develop a strong feeling of belonging
Tailoring the message
Digital Consumer Segmentation
Projective techniques were used to uncover the emotive drivers of digital behavior
CONDENSES YOUR WORLDBrings everything closer
CONDENSES YOUR WORLDBrings everything closer
INDIVIDUALITYPuts you in charge
INDIVIDUALITYPuts you in charge
AFFILIATIONLinks you to others
AFFILIATIONLinks you to others
ENLARGES YOUR WORLDProvides a gateway to everything
ENLARGES YOUR WORLDProvides a gateway to everything
The internet is an integral
part of my life.
I just love talking and expressing
myself.
I use the internet to
gain knowledge, info and to
educate myself.
The internet is important
for me to establish and
maintain relationships.
I’m looking to create a personal
space online
The internet is a functional
tool
Six global digital consumer segments uncovered:A selection of key global digital behaviours and attitudes were clustered to form these segments
Meet the ASPIRERS
“I’m looking
to create
a person
al space
online”
Number of friends
IndiaEmerg AsiaMENASSA
Male Female
Younger Older
Employed Not employed
High Low
Where?
Who?
Frequency of internet access
Digital Activities
Brand interactionONLINE OFFLINEBranded sites Offline mediaRetailer sites Retail shopPrice comparison Offline WOMSearch engineUser review on blogReview sitesSocial network comments
Social Email
In summary: How can we harness the benefits of the digital space?
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