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

Email

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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