2016 Philippine Media Overview · Media Insights Study • Methodology Personal face-to-face...
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2016 Philippine Media Overview PANA GMM January 28, 2016
Transcript of 2016 Philippine Media Overview · Media Insights Study • Methodology Personal face-to-face...
2016 Philippine Media Overview
PANA GMM
January 28, 2016
Outline
• Global Online Facts and Figures
• Philippine Media Overview
• The Pinoy Millennial
• 2016 Outlook
– Online Video
– Online News Content
– Digital OOH Monitoring
– Millennial Voter
Media Insights Study
• Methodology Personal face-to-face interviews using structured questionnaire
• Area Coverage National Urban Philippines (20+ major cities including Metro Manila)
• Respondents Males and Females aged 10+ yrs old across all socio- economic classes
• Sample Size 2,000
• Sampling Approach Multi-stage Probability Sampling
• Fieldwork Period Q3 2015
Confidential . Copyright @ 2014
THE BUZZ…
Confidential . Copyright @ 2014
Zenith Optimedia estimates that…
Confidential . Copyright @ 2014
“Mobile advertising will end 2015 up 71% year on
year, with a forecasted average annual growth rate
of 32% a year between 2015 and 2018, driven by
the rapid spread of devices and improvements in
user experiences. By contrast, desktop internet
advertising is set to grow at an average of just 1% a
year.”
“Ad expenditure in Fast-track Asia (China, India,
Indonesia, Malaysia, Pakistan, Philippines, Taiwan,
Thailand and Vietnam) is predicted to grow 8.9% in
2015, and at an average rate of 8.4% a year between
2015 and 2018,”
“Asia continues to see patches of Ad Spend Growth”
Marketing-Interactive.com
July 2015
APAC Will Lead The Digital Shift
By 2025, digital technologies – including mobile internet, e-commerce, and cloud technology – are predicted to deliver 30% GDP growth in
Southeast Asia, 20% to 30% GDP growth in India, and up to 22%
GDP growth in China. Consumer demand is leading the digital transformation process for brands in much of Asia. Rising customer expectations (65%),
increased competition (57%) and demanding employees (55%)
were cited by survey respondents as reason why they were investing
more in digitizing their offerings in the region. Brands are also acknowledging the financial benefits of digitization: going digital was estimated to grow revenue more than 13% by 2017,
up from 7.6% in 2015.
“Asia leads global digital transformation”
www.warc.com
3 August 2015
© comScore, Inc. Proprietary. 3
Global Overview
© comScore, Inc. Proprietary. 4 Source: comScore MMX, May 2015, Persons 15+
Scale of desktop markets (Unique Users) GLOBAL
Can
ada
Unit
ed S
tate
s
Mex
ico
Arg
enti
na
Per
u
Chil
e
Bra
zil
Uru
guay
Colo
mbia
Ven
ezuel
a
Puer
to R
ico
Spai
n
Russ
ian
Fed
erat
ion
Isra
el
Pola
nd
Bel
giu
m
Sw
eden
Fin
land
Irel
and
Sw
itze
rlan
d
Den
mar
k
Norw
ay
Port
ugal
Turk
ey
Aust
ria
Ital
y
Ger
man
y
Net
her
lands
Fra
nce
Unit
ed K
ingdom
South
Afr
ica
Aust
rali
a
Chin
a
Tai
wan
Hong K
ong
New
Zea
land
Sin
gap
ore
Vie
tnam
Japan
Thai
land
Mal
aysi
a
Indones
ia
Phil
ippin
es
India
© comScore, Inc. Proprietary. 5
Global average desktop minutes per user Source: comScore MMX, May 2015, Persons 15+ 2,500 2,000 1,500 1,000 500 0
GLOBAL
All 50% 50%
© comScore, Inc. Proprietary. 8
0% 100%
USA
Canada
Australia
Brazil
France
Germany
Italy
Russian Federation
Spain
Taiwan
UK
0% 100%
Note: Some markets use a census-based methodology for Smartphone and Tablet measurement, that reports on only tagged entities.
Properties which only tag some of their assets (e.g. website but not app) or partially tag (e.g. homepage only) are only be measured on those
tagged assets.
MULTI-PLATFORM MOBILE ONLY DESKTOP ONLY
Users Millennials
In every market,
it is Millennials
who drive
mobile and
multi-platform
usage, with
desktop only
usage below
50% for this
demographic in
every market.
Mobile only & Multi-Platform unique users Source: comScore MMX Multi-Platform, May 2015
75%
59%
66%
44%
63%
68%
61%
30%
74%
70%
77% (% mobile or multi-platform)
97% (+22)
83% (+24)
75% (+9)
-
70% (+7)
74% (+6)
73% (+12)
51% (+21)
78% (+4)
76% (+6)
85% (+8)
(% mobile or multi-platform)
GLOBAL
© comScore, Inc. Proprietary. 9 *Mobile Minutes calculated using an average of markets measured by Mobile Metrix that also feature demographics on
Mobile devices
Spotlight on global Millennials Source: comScore MMX & Mobile Metrix, May 2015
GLOBAL
© comScore, Inc. Proprietary. 22
APAC Overview
© comScore, Inc. Proprietary. 23
APAC desktop audiences Source: comScore MMX, May 2015, Persons 15+
APAC More than either
EMEA or LATAM, the
dominant market in
APAC exceeds the
others in terms of
desktop unique
users, with an impact
on overall trends in
APAC. It should also be
noted that the
relative scale of
mobile in each
market could
influence the scale of
desktop audiences.
24
16.2 17.1
11.4
7.1
13.7
9.1
4.1 3.5 2.9
0
10 5
20 15
Age 15-24 Age 25-34 Age 35-44 Age 45-54 Age 55+
16.1
17.7
11.0
6.9
3.9
13.9 14.9
8.5
3.9 3.1
0
10 5
20 15
Age 15-24 Age 25-34 Age 35-44 Age 45-54 Age 55+
Even desktop usage in APAC skews very heavily to younger demographics, which dominate in terms of both unique users
and total minutes. The region also skews more notably towards male users than either EMEA or LATAM. Users age 25 – 34 are a particularly dominant group for both measures. © comScore, Inc. Proprietary.
Demographics and usage Source: comScore MMX, May 2015, ‘Asia Pacific’
MALE FEMALE
% of Total Audience 14.8
% of Total Minutes
APAC
© comScore, Inc. Proprietary. 22
Philippine Overview
Confidential . Copyright @ 2014
2014
46% Use Internet (Past Week)
2015
50% Use Internet (Past Week)
Confidential . Copyright @ 2014
AB
84% Online
(Past Week)
C
56% Online
(Past Week)
Profile of Online Consumers
10 to 19 20 to 29 30 to 39 40 to 49 50 and up
80%
70%
39%
15%
9%
Base: Past Month Internet Users aged 10+ across all socio-economic classes in National Urban Philippines
Source: SCMI Media Insights 2015
Confidential . Copyright @ 2015
Confidential . Copyright @ 2015
THE PINOY MILLENNIAL
In the Philippines:
40% of the Urban Population
Almost 20 Million
Media Reach General Population vs Millennials (2015)
91
79
67
38 36
17
8 6 3 1
86
95
72
54
35
15 8 7
3 1
FTAYesterday
MobilePhone
OutdoorPast Week
InternetYesterday
RadioYesterday
CableYesterday
NewspaperYesterday
Cinema PastMonth
MagazinePast Month
MagazinePast Week
General Population Millennials
Source: Media Insights 2014, 2015 National Urban Philippines
“Pag gising, phone lang. Check ng
messages, facebook” -22y.o. First Jobber
95% mobile phone
16% tablet
9% laptop
Top 3 gadgets that a millennial owns and
use
“I have an android phone, ipad and laptop” - 33y.o. young professional
“Meron akong iPhone at iPad” - 18y.o. Student
“May iPhone at iPad” - 22y.o. first Jobber
Source: Media Insights 2014, 2015 National Urban Philippines
18-34 years old across all economic class
Source: Media Habits of Millennials (In-Depth Interviews) 2015
Student, First Jobber, Young Professional
“Pag gising, phone lang. Check ng messages,
facebook” -22y.o. First Jobber
Paggising, hilata, iPad nagchecheck ng Clash of Clan. Tapos FB, IG.
-18y.o. Student
Popularly visited sites… SOCIAL
MEDIA
53% Millennials
Access social
media in the past
month
79% ABC Millennials
Access social
media in the past
month
48% DE Millennials
Access social
media in the past
month
Source: Media Insights 2014, 2015 National Urban Philippines
18-34 years old across all economic class
Source: Media Habits of Millennials (In-Depth Interviews) 2015
Student, First Jobber, Young Professional
2016 OUTLOOK
Confidential . Copyright @ 2014
© comScore, Inc. Proprietary. 22
Online Video
New
Zea
land
Net
her
lands
Russ
ian
Fed
erat
ion
Phil
ippin
es
Sin
gap
ore
Hong K
ong
US
A
Indones
ia
Arg
enti
na
Colo
mbia
Mal
aysi
a
Aust
rali
a
Ger
man
y
Vie
tnam
Can
ada
Chin
a
Mex
ico
Fra
nce
Japan
Chil
e
Spai
n
Bra
zil
Tai
wan
Turk
ey
India
Ital
y
UK
© comScore, Inc. Proprietary. 7
2.8
3.4
4.2
3.7
3.2 3.6
2.6
4.3 4.6
3.5
4.4
7.5
4
2.7
4 3.8
5.6
5 5.1
4.1
10
4.3
3.2
3.7
0
1,500 1,000 500
2,500 2,000
Japan stands out in both
average minutes per user
and with users enjoying
longer form video content. The USA and Turkey,
despite high average
minutes per user, build up
these figures with shorter
form video, possibly as a
result of advertising
saturation, and in the case
of Turkey, a strong leaning
to Social Media
AVG. MINS
PER VIDEO 5 4.6 4.2
Global average video minutes per user & per video Source: comScore Video Metrix, May 2015, Persons 15+ AVG. MINS PER USER
GLOBAL
Aust
rali
a
Chin
a H
ong K
ong
Ind
ia
Ind
ones
ia
Jap
an
Mal
aysi
a
New
Zea
land
Phil
ipp
ines
Sin
gap
ore
Tai
wan
V
ietn
am
Aust
rali
a
Chin
a H
ong K
ong
Ind
ia
Ind
ones
ia
Jap
an
Mal
aysi
a
New
Zea
land
Phil
ipp
ines
Sin
gap
ore
Tai
wan
V
ietn
am
Aust
rali
a
Chin
a H
ong K
ong
Ind
ia
Ind
ones
ia
Jap
an
Mal
aysi
a N
ew Z
eala
nd
Phil
ipp
ines
Sin
gap
ore
Tai
wan
V
ietn
am
26
1.6
0.7
2.3 2.4 2.1 210.7
1.9 1.9 1.9 1.8
1.3 1.5
2.8
Video categories Source: comScore Video Metrix, May 2015
Social Media
MINUTES PER USER Entertainment
MINUTES PER VIDEO News / Information
News / Information video
in APAC displays
particularly elevated
minutes per video, as
longer form content is
enjoyed by users in this
category. Entertainment
content in Japan is a clear
leader for both measures
reviewed, contributing to
Japan’s global lead in both
minutes per user and per
video on average. © comScore, Inc. Proprietary.
4.1
6.9
2.5
4.8
2.4
963.2
7.2
3.2 2.9
3.2 3 2.9 2.9 2.9
4.6
2.2
5.5
1.5
4.3
6.9
5.5
4.6 65.2
6 6.2
2.3
APAC
Confidential . Copyright @ 2014
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
Sep-2014 Oct-2014 Nov-2014 Dec-2014 Jan-2015 Feb-2015 Mar-2015 Apr-2015 May-2015 Jun-2015 Jul-2015 Aug-2015 Sep-2015
ComScore Video Metrix (Unique Viewers per Month)
YOUTUBE.COM Facebook
© comScore, Inc. Proprietary. 22
Online Newspaper Content
27
Note: Taiwan uses a census-based methodology for Smartphone and Tablet measurement, that reports on only tagged entities. Properties
which only tag some of their assets (e.g. website but not app) or partially tag (e.g. homepage only) are only be measured on those tagged
assets.
Multi-Platform: Additional scale and engagement Source: comScore MMX Multi-Platform, May 2015, Taiwan TOTAL DIGITAL POPULATION DESKTOP (INLCUDES DESKTOP USERS WHO MAY ALSO USE SMARTPHONE)
Taiwan data shows
the strong and varied
impact that the
addition of mobile
devices has exerted
on a market.
Newspaper content
in particular is
boosted
tremendously in both
audiences and
consumption. © comScore, Inc. Proprietary.
Unique Users
Total Views
Total Internet (Taiwan) Retail Newspapers
+11%
+4%
+16%
+5%
+105%
+103%
TAIWAN APAC
© comScore, Inc. Proprietary. 22
Digital OOH Research
View OOH Assets Online
Select also the advertisement format and see the location where these are installed
on the map
Gain full access to OOH
assets e.g. Billboards,
signages, etc. through
simple clicks on the
dashboard
View OOH Assets Online
Filter the OOH map based on
categories, subcategories, etc.
View OOH Assets Online
View snapshot of the
advertisement i.e. Brand
campaign, location and
estimated monthly rental
cost.
See the location of the
advetisement on a
satellite view.
View OOH Assets Online
View photos from the map
itself and see the actual
advertisement.
Track rental costs & overall presence
Get insights on the
monthly spending for
each advertisement
See overall presence of
OOH assets and identify
which format prevails on
each category
WILL 2016 BE DECIDED BY MILLENNIALS?
It began in 2010
Key Stats
• 39 Million – estimated population of youth voters aged 18 to 39 years old.
• Gender – 54% Female
– 46% Male
• Socio-economic class distribution – AB: 2% (81% internet usage)
– C: 15% (72% internet usage)
– DE: 82% (40% internet usage)
Key Stats
Area Distribution Internet Usage
Mega Manila 49% 54%
Balance Luzon 23% 42%
Visayas 12% 44%
Mindanao 16% 49%
Top 5 Media Touchpoints
Total Youth 18 to 24 25 to 29 30 to 39
TV Yesterday
94% 96% 94% 93%
Mobile 83% 90% 97% 87%
OOH Yesterday
72% 78% 74% 78%
Radio Past week
66% 70% 57% 75%
Internet Past week
40% 75% 59% 45%
Jay G. Bautista General Manager
Strategic Consumer & Media Incites
+63 9173060193
+63 9209709600
Twitter: @jay331
