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
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