Digital Philippines 2010: Yahoo!-Nielsen Net Index Highlights Manila, Philippines

Digital Philippines 2010
Yahoo!-Nielsen Net Index Highlights Manila, Philippines
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Yahoo!-Nielsen Net Index 2010

At Yahoo! and Nielsen, we believe in the power of deep, fact-based insights that drive bigger ideas and better results for our clients In 2009, Yahoo!- Nielsen Net Index initiative was launched to gather a baseline understanding of Filipino internet users across 22 major cities Single-source cross-media view i.e. beyond internet media Big picture overview covering media habits, lifestyles, psychographics to brand preferences 2010 wave aims to gain deeper insights into areas of current, topical interest Expanded coverage with increased sample sizes Expanded scope to track shifts in consumer behaviour
Research Design
Methodology Personal face-to-face interviews using two-part structured questionnaire (linked with Nielsen Media Index) National Urban Philippines (22 major cities including Metro Manila) Males and Females aged 10+ years old across all socio-economic classes who have used the internet in the past month 1,500 Multi-stage Probability Sampling February 2010
Area Coverage
Respondents
Sample Size Sampling Approach Fieldwork Period
Study Scope
2008/09 Internet User Profile Internet Access & Activities Web Motivations Internet Portals Search Engines Web Based E-mail Instant Messengers Social Networking Community Groups/Forums Blogging User Generated Content x x x x x x x x x 2009/10 x x Expanded x x x x x Expanded x x
Study Scope
2008/09 Mobile Internet Online Transactions Online Gaming Online News Cross Media Usage (Including TV, Print And Radio) Product Consumption & Brand Preferences User Psychographics & Attitudes x x x x 2009/10 Expanded x x x x x Expanded
2008-2009: Recap
Internet - strong affinity with the upscale

Past Week Reach (%)
Base: Males and Females aged 10+ across all socio-economic classes in National Urban Philippines Source: Nielsen Media Index 2009
and the Filipino youth

Past Week Reach (%)
Not just a Metro Manila phenomenon

Total Luzon Visayas Mindanao
Internet cafes the dominant place of access

Place of Access - Past 3 Months (%) Share of Internet Hours
2009-2010: Shifts and Trends
From shared to private access

Place of Internet access - P3M (%)
2009
2010
71
69
27
31
6 0
Internet cafes
Home
School
Work
Friend's house
Cellphone/ PDA
Driven by the upper middle SECs

Home Computer Access (%) Internet Access (%)
2009 2010
Metro Manila still largest but Tier 2 cities catching up

Total Luzon Visayas Mindanao
40 37 34 30 25 35 31 24 24 22 17 31 32 33 29 27 24 27
Note: 2009 data is based on Q4 sample while 2010 data is based on 12-month rolling sample
Core online activities remain unchanged but preferences are evolving

Select Monthly Online Activities (%)
Search Internet Portal Instant messaging Visiting public chat rooms Email Visiting Social Networking sites Played games online Downloaded or uploaded music files online Used a webcam/made a video conferencing call on internet Watched TV programs or video clips online Sent internet SMS Visited website where you find knowledge contributed others Visiting UGC Sites Shared/posted something online that you created yourself Listen to internet radio
Activities showing significant increase at 95% confidence levels Base: Past month Internet users aged 10+ across National Urban Philippines Source: Yahoo!-Nielsen Net Index 2010
2009
58 54 63 54 63 53 25 33 22 23 19 15 28
2010*
76 73 68 67 65 53 45 37 36 36 34 30 30 24 20
Even more prevalent than core communication activities

Past Month Usage (%) Email 65 Messenger 68 63 63 58 Search 77
2009
2010
2009
2010
2009
2010
Rank
Base: Past month Internet users aged 10+ across National Urban Philippines Source: Yahoo!-Nielsen Net Index 2010
Search emerging as the top online activity
Search has grown significantly
2009
2010
Past Month Reach (%)
The Young and the not-so-young driving this trend

Total Age Gender SEC
Entertainment related content the key driver

Items searched online (%)
Base: Past month Internet users aged 10+ across National Urban Philippines who have used a search engine in the past month Source: Yahoo!-Nielsen Net Index 2010
Watch the third-screen: Mobile internet catching up fast
Attractive tariffs driving internet access through Mobile phones

2009 2010
Past Month Reach (%)
Especially among young adults

Total Age Gender SEC
6 2 2
9 2 4 5 4
9 3
Total
10-14 years
15-19 years
20-29 years
30-39 years
40-49 years
Male
Female
SEC ABC1
SEC C2
SEC DE
Sizeable proportion expected to increase their future usage

Future Usage (%)
Base: Past month Internet users aged 10+ across National Urban Philippines who have used mobile Internet in the past month Source: Yahoo!-Nielsen Net Index 2010
Messaging and emailing key drivers

Mobile Internet Activities (%)
Base: Past month Internet users aged 10+ across National Urban Philippines who have used mobile Internet in the past month Source: Yahoo!-Nielsen Net Index 2010
Social media is changing the rules of engagement
Visiting social networking and UGC sites more popular than forums and blogs
Past Month Activities (%)
Though preferences do vary

Index Scores*
Total (%) Social Networking UGC Forums Blog 53 30 11 7
SEC ABC1 107 114 112 114
SEC C2 103 98 163 158
SEC DE 97 97 75 77
10-14 years 97 90 42 62
15-19 years 102 118 79 54
20-29 years 105 95 113 92
30-39 years 87 93 162 233
40-49 years 101 87 167 53
50+ years 99 103 212 442
Social networking remains stable

2009 2010
Past Month Usage (%)
Facebook
83
Note: The 2009 figure for Social Networking includes Community groups/forums Base: Past month Internet users aged 10+ across National Urban Philippines Base: Past month Internet users aged 10+ across National Urban Philippines who have visited Social Networking sites in the past month Source: Yahoo!-Nielsen Net Index 2010
but site preferences are changing

2009 2010
Currently Use (%)
Facebook
83
Base: Past month Internet users aged 10+ across National Urban Philippines who have visited Social Networking sites in the past month Source: Yahoo!-Nielsen Net Index 2010
A platform to connect and communicate

Reasons for using Social Networking Sites (%)
Social networks do differ for the young and not-so-young

Index Scores*
Social Network Contacts Regular friends Friends with whom you had lost contact Family members People from outside your city/country People you only know in the virtual world People you met once or twice in person Referrals from friends Co-workers
Total (%) 96 39 56 25 23 5 9 5
10-14 years 97 69 91 56 70 53 64 15
15-19 years 103 104 91 111 120 137 118 15
20-29 years 100 120 100 102 100 101 114 109
30-39 years 100 84 124 148 111 102 91 200
40-49 years 94 69 117 92 101 36 65 415
50+ years 97 136 155 17 4 47 1021
Online Entertainment is BIG among Filipinos
Online music and videos has attracted significant interest
2009
2010
2009
2010
Music Upload/Download (%) 41
Video Upload/Download (%)
38 25 22
2009
2010
2009
2010
Evident from the popularity of online music videos

Type of videos accessed online (%)
Base: Past month Internet users aged 10+ across National Urban Philippines who have accessed UGC sites in the past month Source: Yahoo!-Nielsen Net Index 2010
Youth are the primary drivers
Content accessed Watched TV programs/ Video Clips online Download/Upload Music online
Total (%) 36 37
10-14 years 88 83
15-19 years 114 135
20-29 years 116 106
30-39 years 94 95
40-49 years 69 40
50+ years 28 37
Music and videos accessed through portals as well search engines

Preferred content on Internet Portals (%) Items searched online (%)
Base: Past month Internet users aged 10+ across National Urban Philippines who have used Internet Portal/Search engine in the past month Source: Yahoo!-Nielsen Net Index 2010
For information on Yahoo!-Nielsen Net Index 2010 (Philippines) contact: ph-sales@yahoo-inc.com

Digital Philippines 2010: Yahoo!-Nielsen Net Index Highlights Manila, Philippines

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Digital Philippines 2010

Yahoo!-Nielsen Net Index Highlights Manila, Philippines

Yahoo!-Nielsen Net Index 2010

Sample Size Sampling Approach Fieldwork Period

Internet - strong affinity with the upscale

and the Filipino youth

Not just a Metro Manila phenomenon

Internet cafes the dominant place of access

2009-2010: Shifts and Trends

From shared to private access

Driven by the upper middle SECs

Metro Manila still largest but Tier 2 cities catching up

Core online activities remain unchanged but preferences are evolving

Even more prevalent than core communication activities

Search emerging as the top online activity

Search has grown significantly

Past Month Reach (%)

The Young and the not-so-young driving this trend

Entertainment related content the key driver

Watch the third-screen: Mobile internet catching up fast

Attractive tariffs driving internet access through Mobile phones

Past Month Reach (%)

Especially among young adults

Sizeable proportion expected to increase their future usage

Messaging and emailing key drivers

Social media is changing the rules of engagement

Though preferences do vary

Total (%) Social Networking UGC Forums Blog 53 30 11 7

SEC ABC1 107 114 112 114

SEC C2 103 98 163 158

15-19 years 102 118 79 54

20-29 years 105 95 113 92

30-39 years 87 93 162 233

40-49 years 101 87 167 53

50+ years 99 103 212 442

Social networking remains stable

Past Month Usage (%)

but site preferences are changing

Currently Use (%)

A platform to connect and communicate

Social networks do differ for the young and not-so-young

15-19 years 103 104 91 111 120 137 118 15

30-39 years 100 84 124 148 111 102 91 200

40-49 years 94 69 117 92 101 36 65 415

50+ years 97 136 155 17 4 47 1021

Online Entertainment is BIG among Filipinos

Online music and videos has attracted significant interest

Music Upload/Download (%) 41

Video Upload/Download (%)

Evident from the popularity of online music videos

Youth are the primary drivers

15-19 years 114 135

20-29 years 116 106

Music and videos accessed through portals as well search engines

For information on Yahoo!-Nielsen Net Index 2010 (Philippines) contact: ph-sales@yahoo-inc.com

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