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In 2009, Yahoo!-Nielsen Net Index study was launched to gather an baseline understanding of the Filipino internet userBuilding on this foundation, the study was repeated in 2010 to track shifts in user behaviour and evolving preferences In 2011, the study continues to evolve, to reflect the changing digital landscape…whilst maintaining key longitudinal measures.
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Digital Philippines 2011
No part of this document may be quoted, reproduced, stored in a retrieval system, or transmitted in any form or by any means –
electronic, mechanical, photocopying, recording, or otherwise – without the written permission of Yahoo! Southeast Asia Pte. Ltd. and The Nielsen
Company (Philippines), Inc..
Yahoo!-Nielsen Net Index Highlights
Manila, Philippines
Yahoo!- Nielsen Net Index 2011
• In 2009, Yahoo!-Nielsen Net Index study was launched to gather an baseline understanding of the Filipino internet user
At Yahoo! and Nielsen, we believe that fact-based
Insights should drive decision-making!
• Building on this foundation, the study was repeated in 2010 to track shifts in user behaviour and evolving preferences
• In 2011, the study continues to evolve, to reflect the changing digital landscape…whilst maintaining key longitudinal measures
• Methodology Personal face-to-face interviews using two-part structured questionnaire (linked with Nielsen Media Index)
• Area Coverage National Urban Philippines (22 major cities including Metro Manila)
• Respondents Males and Females aged 10+ yrs old across all socio-economic classes who have used the internet in the past month
Research Design
classes who have used the internet in the past month
• Sample Size 1,500
• Sampling Approach Multi-stage Probability Sampling
• Fieldwork Period Q1 2011
The Changing Landscape
2009-2011
2009 2010 2011Past Month Reach (%)
Internet usage has remained largely stable, though we see some pockets of growth
30
36
2926 26 27 29
3331
42
3024
30
23
3337
30
43
2630
34
17
37 36
Total Metro Manila Luzon Visayas Cebu Mindanao Davao Mega Manila
Base: Past Month Internet Users aged 10+ across all socio-economic classes in National Urban Philippines
Source: Nielsen media Index 2009 Q1, 2010 Q1, 2011 Q1
Select Monthly Online Activities (%) 2009 2010 2011
Visiting Social Networking sites 51* 53 82
Search 58 76 80
Instant messaging 63 68 69
Internet Portal 54 73 67
Visiting public chat rooms 54 67 65
Despite this stability, overall engagement is on the rise. Social networking now dominates…
Visiting public chat rooms 54 67 65
Email 63 65 64
Played games online 53 45 54
Listen to songs in music websites - - 45
Downloaded or uploaded music files online 25 37 37
Shared/posted something online that you created 15 24 36
* Note. The 2009 figure for social networking includes community groups /forums
Base: Past month Internet users aged 10+ across National Urban Philippines
Source: Yahoo!-Nielsen Net Index 2010, 2011
Activities showing significant increase at 95% confidence levels between 2009 and 2011
Place of Access (Weekly Avg. Time Spent)
Home School WorkInternet
cafes
Evident from the increased time being spent online, across mediums and locations
2009 4.8 3.4 7.7 4.5
2011 10.4 5.2 11.5 5.5
Base: Past Month Internet Users aged 10+ across all socio-economic classes in National Urban Philippines
Source: Nielsen media Index 2009 Q1, 2010 Q1, 2011 Q1
2009 2010 2011
Total Age Gender SEC
Past Month Reach (%)
Internet usage highest amongst upscale under 30s…
30
52
44
1913
3
31 29
60
49
2531
55
42
25
14
4
3329
65
54
2630
53
43
21
11
3
29 30
66
53
24
Total 10-19 20-29 30-39 40-49 50 and up Male Female SEC ABC SEC C2 SEC DE
Base: Past Month Internet Users aged 10+ across all socio-economic classes in National Urban Philippines
Source: Nielsen media Index 2009 Q1, 2010 Q1, 2011 Q1
…fuelled by their appetite for entertainment contentContent Preferences on Internet Portals (%)
Total (T3B %) 10-19 (Index) 20-29 (Index)
International music 68 114 91
Local music 65 104 94
Interesting videos or photos 59 118 101
Games 56 108 94
Technology and gadgets 55 102 103
World news 49 99 103
National/ Local news 48 104 99
Entertainment news 45 116 99
Base: Past Month Internet Users aged 10+ across all socio-economic classes in National Urban Philippines who
Have visited Internet Portals
Source: Yahoo!-Nielsen net Index 2009, 2010 and 2011
Entertainment news 45 116 99
Lifestyle 45 95 118
Sports 45 104 93
Movies, TV or Drama reviews/guides 42 106 97
Business news 38 90 84
City guides 35 100 101
Travel 33 95 103
Finance 30 89 76
Traffic updates 29 104 99
71 6966
2009 2010 2011Place of access (%)
The shift from shared to private access continues …
56
7 7
SEC ABC1
27
7 72 0
31
4 5 6 5
35
2 3 4 4
Internet cafes Home School Work Friend's house Cellphone/ PDA
Base: Past Month Internet Users aged 10+ across all socio-economic classes in National Urban Philippines
Source: Yahoo!-Nielsen net Index 2009, 2010 and 2011
National Mega Manila
Home Internet OfferingsHome Internet Offerings Mobile Phone Internet OfferingsMobile Phone Internet Offerings
Mobile usage needs further tariff rationalisation to gain traction
Filipino Netizens impression of the changing digital ecosystem?
• Evolution of Social Networking• Evolution of Social Networking
• Online Transactions (deal aggregation/ e-commerce)
Social Networking –Social Networking –Cant stop this thing we started!
Not just an activity but a starting point for the online
experience for many
39
Internet Usage Pathway (%)
Social Networking Search Email Online News Instant Messenger Games
39
30
11135
1
Question: Please think about the following online services and tell me the order in which you first ever used each.
Base: Past month Internet users aged 10+ across National Urban Philippines
Source: Yahoo!-Nielsen Net Index-2011
A dominant platform to connect and communicate… though mail/messenger remain relevant
63 65 64
51 53
82
Past month online activities (%)
6368 69
MessengerSocial Networking
Base: Past month Internet users aged 10+ across National Urban Philippines
# Note. The 2009 figure for social networking includes community groups /forums
Source: Yahoo!-Nielsen Net Index 2010-2011
2009 2010 2011
51
2009 2010 2011 2009 2010 2011
Updating profile is mainly done through PC, Mobile updates reflect Mobile usage (low)
Mobile Mobile
Phone Phone
BrowserBrowser
Mobile Mobile
Phone Phone
BrowserBrowser
Mobile Mobile
Phone SMSPhone SMS
Mobile Mobile
Phone SMSPhone SMS
Mobile Mobile
Phone Phone
BrowserBrowser
Mobile Mobile
Phone SMSPhone SMS
Through PCThrough PC
96%96%
Mode for updating Social networking profile (%)
3%
Phone SMSPhone SMSPhone SMSPhone SMS
4%
Question: How do you usually view/ update your Social Networking sites?
Base: Past month Internet users aged 10+ across National Urban Philippines who have visited social networking in Past 3 months
Source: Yahoo!-Nielsen Net Index 2011
96
59
38
Regular friends
Family members
Friends with whom you had lost contact
Social networks start with ‘close contacts/relations’… but quickly move to less familiar circles…
Connections on Social Networking sites (%)
32
15
11
3
3
People from outside your city/country
Referrals from friends
People you met once or twice in person
People you only know in the virtual world
Co-workers
Question: Who are the people you interact with regularly on these Social Networking sites?
Base: Past month Internet users aged 10+ across National Urban Philippines who have visited social networking sites in Past 3 months
Source: Yahoo!-Nielsen Net Index 2011
66
57
45
33
Keep Strict Privacy Settings
Limit My Personal Info. Available Online
Avoid Allowing People Access My Blog/Social Net. Site
Limit The Type/Number Of Photos/Video Shared
…thus the effort to limit what users share with the larger/extended group on social networking sites
Steps taken to manage digital profile (%)Steps taken to manage digital profile (%)
17
16
13
13
4
2
Remove The 'Tag' On Photos/Video Uploaded By Others
Limit/Prevent Others From Posting onMy Blog/SNS
Avoid Allowing People Access My Blog/SNS
Always Check Info About Me Online
Deleted A Blog/Social Networking Page
Cancelled Another Online Account
Question: Who are the people you interact with regularly on these Social Networking sites?
Base: Past month Internet users aged 10+ across National Urban Philippines who have visited Social Networking Sites in Past 3 months
Source: Yahoo!-Nielsen Net Index 2011
74
72
69
I've found more people like me who share my interests
Allows me to be more social than I am in person
I can really reveal parts of my life/personality, I would
normally not disclose
And the emergence of ‘selective socialization’
Opinions on Social Networking (%)
67
67
63
59
normally not disclose
I feel less awkward when I communicate on these sites
than in person
I feel more in tune to what is going on socially
I really try to find just sincere people
I've become choosy about whom I socialize with
Question: Please tell me to what extent do you agree with each of the following opinions about social networking?
Base: Past month Internet users aged 10+ across National Urban Philippines who have visited SNS in Past 3 months
Source: Yahoo!-Nielsen Net Index 2011
Facebook Sees Big Traffic Drops in
US and Canada as It Nears 700
Million Users Worldwide
Inside Facebook, June 12th, 2011
Facebook sees a Decline in Young
Users
softpedia, June 12th, 2011
Softening of growth of Social networking is becoming well documented
Social Networks In Decline
Smart Insights, April 12th, 2011
ALONE TOGETHER
Why We Expect More From Technology and
Less From Each Other
By Sherry Turkle
So what’s next…
…fragmentation across multiple …fragmentation across multiple …fragmentation across multiple
platforms OR cataloging on a
single platform?
…fragmentation across multiple
platforms OR cataloging on a
single platform?
Social Networking - Summary
• Social networking is suited to one-to-many … mail and messenger
remain relevant for personal one-to-one conversations
• The rapid growth of social networks in Philippines, will result in
increased awareness for the need to build “walls” within existing increased awareness for the need to build “walls” within existing
networks
• These “walls” will be built to control information exchanges and
ensure conversations remain rich and engaging (one-to-few)
E-Commerce
Online Deal Aggregation –A Mixed Bag
The backdrop to e-commerce in Philippines
Lack of ‘accreditation and guarantees'…by default modern
Presence of counterfeits and
knock-offs
High reliance on inter-personal relationships
IT and Banking infrastructure “evolving”
Traditional trade legacy
Buyers need to Buyers feel the Low levels of
There is an inherent
reluctance to “trade”
through the Internet
default modern trade actually encourages destination shopping
Buyers need to ensure quality by physical inspection
Buyers feel the comfort, dealing
with known vendors
Low levels of confidence/trust in transacting online
Online Transactions (%)
Online transacting remains in it’s infancy
34
Mega Manila
SEC ABC
3
1
2010 2011
Question: Have you purchased products online in the past 12 months… payment could be online or offline?
Base: Past month Internet users aged 10+ across National Urban Philippines
Source: Yahoo!-Nielsen Net Index 2011
Mega Manila
53
36
10
Cash (face to face)
Credit card
Transfer via ATM/Bank
Payment methods (%)
Payments largely made offline, given current trust and comfort levels with e-payment
9
4
1
1
1
Internet Banking
Deposited cash at bank branch
Online accounts such as Paypal
Cheque
Debit card
Group buying sites like Groupon have created
significant buzz recently…
Hailed by Forbes as the "fastest-
growing company in
history", Groupon turned over
US$760 million last year, and expects
that to hit the billions this year.
Over the past three years, an entirely
new industry known as group-buying
has suddenly emerged, and is growing
at a phenomenal rate.
nzherald.comForbes
nzherald.com
Group Buying: Description
These sites negotiate discounts on popular
goods, services and cultural events, which is offered
to thousands of subscribers in a free daily email. The to thousands of subscribers in a free daily email. The
deals are activated only when a minimum number of
people agree to buy.
EASE OF COMPREHENSION LEVEL OF INTEREST
Current levels of comprehension limit overall interest … Interest is high among those who understand
Understand
Neither
15%
Not at all
interested
Extremely
interested
5%
Question 1: After hearing the explanation of Deal Aggregation concept, to what extent do you understand it?
Question 2: After having a look at the explanation of Deal Aggregation concept, how interested are you in this overall concept?
Base: Past month Internet users aged 10+ across National Urban Philippines
Source: Yahoo!-Nielsen Net Index-2011
Understand
32%
Not at all
understand
53%
15% interested
25%
Slightly
interested
9%
Somewhat
interested
18%
Quite
interested
43%
Deal Aggregation - Summary
• Pure-play ecommerce offerings are still in nascent stage, given
the constraints around product authenticity and infrastructure
• Online buyers and sellers currently find each other online, but
typically “transact offline”typically “transact offline”
• For deal aggregation sites to be successful, a mind-shift needs
to occur… there is a need to educate on the concept of deal
aggregation, against a backdrop of reluctance to “pay” online
Key Takeaways
1. Internet growth driven by the young and upscale audience
2. Home internet access continues to grow, with engagement levels
increasing with growth in private access
3. Philippines enormous appetite for social networking could
accelerate the emergence of “selective socialisation”
4. Deal aggregation holds significant potential, but comfort in e-
payment platforms and trust levels will dictate the rate of growth!