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Digital Philippines 2010
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Yahoo!-Nielsen Net Index Highlights
Manila, Philippines
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 – ‘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
• 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+ years old across all socio-economic classes who have used the internet in the past month
Research Design
who have used the internet in the past month
• Sample Size 1,500
• Sampling Approach Multi-stage Probability Sampling
• Fieldwork Period February 2010
2008/09 2009/10
Internet User Profile x x
Internet Access & Activities x x
Web Motivations x Expanded
Internet Portals x x
Search Engines x x
Study Scope
Search Engines x x
Web Based E-mail x x
Instant Messengers x x
Social Networking x x
Community Groups/Forums x Expanded
Blogging x
User Generated Content x
Study Scope
2008/09 2009/10
Mobile Internet x Expanded
Online Transactions x
Online Gaming x
Online News x
Cross Media Usage (Including TV, Print And Radio) x xCross Media Usage (Including TV, Print And Radio) x x
Product Consumption & Brand Preferences x x
User Psychographics & Attitudes x Expanded
2008-2009: Recap2008-2009: 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 (%)
Base: Males and Females aged 10+ across all socio-economic classes in National Urban Philippines
Source: Nielsen Media Index 2009
Not just a Metro Manila phenomenon
Total Luzon Visayas Mindanao
Base: Males and Females aged 10+ across all socio-economic classes in National Urban Philippines
Source: Nielsen Media Index 2009
Internet cafes – the dominant place of access
Share of Internet HoursPlace of Access - Past 3 Months (%)
Base: Males and Females aged 10+ across all socio-economic classes in National Urban Philippines
Source: Nielsen Media Index 2009
2009-2010: Shifts and Trends2009-2010: Shifts and Trends
71 69
From shared to private access
Place of Internet access - P3M (%)
20102009
27
7 72 0
31
4 5 6 5
Internet cafes Home School Work Friend's house Cellphone/ PDA
Base: Males and Females aged 10+ across all socio-economic classes in National Urban Philippines
Source: Nielsen Media Index 2009
Driven by the upper middle SECs…
Home Computer Access (%) Internet Access (%)
20102009
Base: Males and Females aged 10+ across all socio-economic classes in National Urban Philippines
Source: Nielsen Media Index 2009
30
40
3435
25
31
37
24 24
3132
33
27
2224
2927
Metro Manila still largest but Tier 2 cities catching up
Total Luzon Visayas Mindanao
17
Note: 2009 data is based on Q4 sample while 2010 data is based on 12-month rolling sample
Base: Males and Females aged 10+ across all socio-economic classes in National Urban Philippines
Source: Nielsen Media Index 2009
Core online activities remain unchanged but preferences are evolving…
Select Monthly Online Activities (%) 2009 2010*
Search 58 76
Internet Portal 54 73
Instant messaging 63 68
Visiting public chat rooms 54 67
Email 63 65
Visiting Social Networking sites - 53
Played games online 53 45
Activities showing significant increase at 95% confidence levels
Played games online 53 45
Downloaded or uploaded music files online 25 37
Used a webcam/made a video conferencing call on internet 33 36
Watched TV programs or video clips online 22 36
Sent internet SMS 23 34
Visited website where you find knowledge contributed others 19 30
Visiting UGC Sites - 30
Shared/posted something online that you created yourself 15 24
Listen to internet radio 28 20
Base: Past month Internet users aged 10+ across National Urban Philippines
Source: Yahoo!-Nielsen Net Index 2010
Even more prevalent than core communication
activities
6365 63
68
58
77
Email Messenger Search
Past Month Usage (%)
2 3 1 2 3Rank
2009 2010 2009 2010 2009 2010
1
Base: Past month Internet users aged 10+ across National Urban Philippines
Source: Yahoo!-Nielsen Net Index 2010
Search emerging as
the top online activitythe top online activity
Search has grown significantly…
Past Month Reach (%)
2009 2010
Base: Past month Internet users aged 10+ across National Urban Philippines
Source: Yahoo!-Nielsen Net Index 2010
Total Age Gender SEC
The Young and the ‘not-so-young’ driving this trend
Base: Past month Internet users aged 10+ across National Urban Philippines
Source: Yahoo!-Nielsen Net Index 2010
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:Watch the third-screen:Mobile internet catching up fast
Attractive tariffs driving internet access through Mobile phones
Past Month Reach (%)
2009 2010
Base: Past month Internet users aged 10+ across National Urban Philippines
Source: Yahoo!-Nielsen Net Index 2010
Especially among young adults
Total Age Gender SEC
Base: Males and Females aged 10+ across all socio-economic classes in National Urban Philippines
Source: Nielsen Media Index 2009
52 2
69
24 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 changingSocial media is changing
the rules of engagement
Visiting social networking and UGC sites more popular than forums and blogs
Past Month Activities (%)
Base: Past month Internet users aged 10+ across National Urban Philippines
Source: Yahoo!-Nielsen Net Index 2010
Total
(%)
SEC
ABC1
SEC
C2
SEC
DE
10-14
years
15-19
years
20-29
years
30-39
years
40-49
years
50+
years
Social Networking 53 107 103 97 97 102 105 87 101 99
UGC 30 114 98 97 90 118 95 93 87 103
Though preferences do vary
Index Scores*
UGC 30 114 98 97 90 118 95 93 87 103
Forums 11 112 163 75 42 79 113 162 167 212
Blog 7 114 158 77 62 54 92 233 53 442
Base: Past month Internet users aged 10+ across National Urban Philippines
Source: Yahoo!-Nielsen Net Index 2010
Social networking remains stable…
Past Month Usage (%) Facebook
20102009
83
4
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
Currently Use (%)
20102009
83
4
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 (%)
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
Social networks do differ for the young and ‘not-so-young’…
Social Network ContactsTotal
(%)
10-14
years
15-19
years
20-29
years
30-39
years
40-49
years
50+
years
Regular friends 96 97 103 100 100 94 97
Friends with whom you had lost contact 39 69 104 120 84 69 136
Family members 56 91 91 100 124 117 155
Index Scores*
People from outside your city/country 25 56 111 102 148 92 17
People you only know in the virtual world 23 70 120 100 111 101 4
People you met once or twice in person 5 53 137 101 102 36 47
Referrals from friends 9 64 118 114 91 65 -
Co-workers 5 15 15 109 200 415 1021
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
Online Entertainment Online Entertainment
is BIG among Filipinos
Music Upload/Download (%) Video Upload/Download (%)
2009 2010 2009 2010
Online music and videos has attractedsignificant interest…
Base: Past month Internet users aged 10+ across National Urban Philippines
Source: Yahoo!-Nielsen Net Index 2010
2009 2010
41
25
2009 2010
38
22
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
Content accessedTotal
(%)
10-14
years
15-19
years
20-29
years
30-39
years
40-49
years
50+
years
Youth are the primary drivers
Watched TV programs/ Video Clips online 36 88 114 116 94 69 28
Download/Upload Music online 37 83 135 106 95 40 37
Base: Past month Internet users aged 10+ across National Urban Philippines
Source: Yahoo!-Nielsen Net Index 2010
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