Search and Entertainment Content DrivingMassive Changes in Filipino Online Behaviour
In partnership with Nielsen Media, Yahoo! delivers insights to helpadvertisers make sense of Internet trends in Philippines.
MANILA, JUNE 8, 2010
With 29.7 million Internet users currently in the Philippines, the countryhas become a critical piece of the Asia Pacific Internet industry. In partnership with Nielsen,Yahoo! today announced the results of the second edition of New Index, a groundbreaking studyof Filipino usage trends that defines this still nascent Web market for marketers making decisionsabout online opportunities.The Net Index Study identifies four significant changes in online user behaviour in the Philippines.First, Search has become the predominant online activity, overtaking email and messenger.Filipino users are using Search primarily to find entertainment content online including images,video and music. Second, with the increase in Entertainment-related searches, consumption of entertainment content is also expanding. Music videos, TV shows, movie trailers have becomeincreasingly popular with the online audience. Third, with attractive tariffs driving adoption of mobile internet, Filipinos are now using the mobile Web for communication functions such asemail and instant messenger.
Key findings of Net Index 2010 Philippines include
Search is the number one online activity.
Search has grown significantly from 58% to 76% to become the dominant onlineactivity, surpassing email and instant messaging
The young and middle-aged (10 – 39 years) are the predominant users.
Entertainment related content is the most searched for (62%) followed by videos(52%), information/research documents (44%), and music/audio clips (31%).
Entertainment consumption is proliferating.
Music uploading/downloading increased from 25% to 41% year over year
Video uploading/downloading grew from 22% to 38% year over year
Music videos accounted for 73% of video accessed in the past month and movietrailers represented 26% of video consumed
Mobile Internet is finally picking up, driven in part by lucrative subscription packages.Source IDC digital market place report Nov 09