News Release
Contact:ZENAIDA S. SANTOSNielsenTel: 338 1533Email: zeny.santos@nielsen.com
ONE IN THREE FILIPINOS ACCESSING THE ’NET
SOCIAL NETWORKING PLAYING AN INCREASING ROLE IN CONSUMERPURCHASING DECISIONS: NIELSEN
MANILA, 12 JULY 2011:
One in three consumers in the Philippines are now accessing the Internet,with younger demographics significantly more likely to get online than older generations, according toa report released today by global insights and measurement company, Nielsen.The report, a pre-
release of data from Nielsen‟s inaugural
Southeast Asia Digital Consumer Report
*which will be available on 30 September, found that 33 percent of Filipinos access the Internet, fivepercentage points below the Southeast Asian regional average of 38 percent (see chart 1). Internetpenetration amongst consumers aged 15 to 19 was close to two-thirds (65%) and nearly half of those
in their 20‟s were online (48%),
however, there is still much room for growth for those aged 30+
–
lessthan one quarter of consumers aged in their 30s (24%) access the Internet, 13 percent of consumersin their 40s, and just four percent of consumers aged 50+.Whilst for the majority of Southeast Asia markets home was the most common location to access theInternet, Internet users in the Philippines varied significantly by age, likely due to varying levels ofhome PC ownership and access to broadband services (52% of Filipinos have a computer with highspeed Internet connection at home). Home is the most common Internet access point for those aged30 years and above close to nine in ten Internet users aged 50 years and above
(86%) cite „home‟ as
they main point of access. In contrast, 74 percent of 15-19 years identify Internet cafés as their mainpoint of Internet access.
2
With increasing ownership of Internet-capable mobile phones and the growing accessibility of mobileInternet plans, mobile Internet usage in the Philippines is set to increase in the coming year. Alreadyclose to one quarter of Filipinos Internet users (24%) access the Internet on a daily basis via a mobilephone and 56% intend to access the Internet via a mobile phone in the next 12 months.
“The sophisticated capabilities, ease of use and overall user experience provided by Smartphones
like the iPho
ne and Blackberry is changing the patterns of behaviour of digital consumers,” observesJay Bautista, Managing Director of Nielsen‟s media business in the Philippines. “The anytime,
anywhere access to digital media that Smartphones and other Internet devices affords is stimulatingonline media consumption and will be a significant driving force for increased Internet usage in the
future.”
Of those consumers in the Philippines who are accessing the Internet, social media plays a large rolein their online activities, and online behaviour in the Philippines has evolved in recent years with thegrowing popularity of social networking sites. In the Philippines, communicating via social media hasnow overtaken email to become the most popular form of online communication
–
over two thirds ofFilipino digital consumers (67%) have visited social networking sites, compared to 40 percent whouse email.Social media is also driving Filipino
consumers‟ interaction with companies and brands –
thePhilippines ranked sec
ond highest for the number of people who have ever „liked‟ or followed a brand,
company or celebrity on a social networking site (75%). Filipinos were highly trusting in consumergenerated media such as consumer opinions posted on social media sites and discussion forums
–
61 percent of Filipino Internet users said they trusted consumer opinions posted online, higher thanany other market in Southeast Asia and seven points above the regional average. Further, onlineproduct reviews and discussion forums are one of the most trusted sources of recommendations inpurchase decision making, second only to recommendations from family and friends (see chart 2).Close to two thirds of digital Filipinos (64%) use social media as a resource in purchase decisionmaking.
“The rise of social media platforms has facilitated more ways for word of mouth communication totake place and this presents both opportunities and challenges for companies,” notes Bautista.“
Filipinos are increasingly looking to their fellow Internet users for opinions and information aboutproducts, services and brands, and engagement with online word of mouth communication is going toincrease in coming years as social media plays an increasingly important role in consumer decision
making.”
3
Chart 1: Southeast Asia Internet penetrationChart 2: Most trusted sources of recommendations in purchase decision making
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Nielsen Study- 1 in 3 Filipinos Accessing the Internet
The report, a pre-release of data from Nielsen’s inaugural Southeast Asia Digital Consumer Report* which will be available on 30 September, found that 33 percent of Filipinos access the Internet, five percentage points below the Southeast Asian regional average of 38 percent (see chart
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