Net Index 2010 Highlights_PD (2010!06!05)

8/9/2019 Net Index 2010 Highlights_PD (2010!06!05)

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Digital Philippines 2010

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proudly supported by

Yahoo!-Nielsen Net Index HighlightsManila, 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 abaseline understanding of Filipino internet users across 22 major cities

Single-source cross-media view i.e. beyond internet media

g p c ure overv ew cover ng me a a s, es y es, psyc ograp csto brand preferences

2010 wave aims to gain deeper insights into areas of current, topicalinterest

Expanded coverage with increased sample sizes Expanded scope to track shifts in consumer behaviour


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Methodology Personal face-to-face interviews using two-part structuredquestionnaire (linked with Nielsen Media Index)

Area Coverage National Urban Philippines(22 major cities including Metro Manila)

Respondents Males and Females aged 10+ years oldacross all socio-economic classes

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


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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

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


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Study Scope2008/09 2009/10

Mobile Internet x Expanded

Online Transactions x

Online Gaming x

Online News x

Cross Media Usage (Including TV, Print And Radio) x x

Product Consumption & Brand Preferences x x

User Psychographics & Attitudes x Expanded


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2008-2009: Reca


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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


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and the Filipino youthPast Week Reach (%)




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Not just a Metro Manila phenomenon

Total Luzon Visayas Mindanao




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Internet cafes the dominant place of access

Share of Internet HoursPlace of Access - Past 3 Months (%)




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2009-2010: Shifts and Trends


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71 69

From shared to private access

Place of Internet access - P3M (%)

20102009

27

7 7

20

31

4 56 5

Internet cafes Home School Work Friend's house Cellphone/ PDA




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Driven by the upper middle SECs

Home Computer Access (%) Internet Access (%)

20102009




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30

40

34 35

25

31

37

24 24

3132

33

27

22

24

29

27

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 PhilippinesSource: Nielsen Media Index 2009


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Core online activities remain unchanged butpreferences 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

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


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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




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Search emerging as

t e top on ne act v ty


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Search has grown significantly

Past Month Reach (%)

2009 2010




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Total Age Gender SEC

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




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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



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Watch the third-screen:

Mobile internet catching up fast


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Attractive tariffs driving internet access throughMobile phones

Past Month Reach (%)

2009 2010




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Especially among young adults

Total Age Gender SEC



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


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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 monthSource: Yahoo!-Nielsen Net Index 2010


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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 monthSource: Yahoo!-Nielsen Net Index 2010


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Social media is chan in

the rules of engagement


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Visiting social networking and UGC sites morepopular than forums and blogs

Past Month Activities (%)




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Total(%)

SECABC1

SECC2

SECDE

10-14years

15-19years

20-29years

30-39years

40-49years

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*

Forums 11 112 163 75 42 79 113 162 167 212

Blog 7 114 158 77 62 54 92 233 53 442




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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 who have visited SocialNetworking sites in the past month



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but site preferences are changing

Currently Use (%)

20102009

Facebook

83

4

Base: Past month Internet users aged 10+ across National Urban Philippines who have visited Social

Networking sites in the past monthSource: Yahoo!-Nielsen Net Index 2010


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A platform to connect and communicate

Reasons for using Social Networking Sites (%)




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Social networks do differ for the youngand 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




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Online Entertainment

is BIG among Filipinos


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Music Upload/Download (%) Video Upload/Download (%)

2009 2010 2009 2010

Online music and videos has attractedsignificant interest



2009 2010

41

25

2009 2010

38

22


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Evident from the popularity of online musicvideos

Type of videos accessed online (%)

Base: Past month Internet users aged 10+ across National Urban Philippines who have accessed

UGC sites in the past monthSource: Yahoo!-Nielsen Net Index 2010


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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




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Music and videos accessed through portals as wellsearch 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 monthSource: Yahoo!-Nielsen Net Index 2010


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For information on Yahoo!-Nielsen Net Index 2010 (Philippines)

contact: [email protected]

Net Index 2010 Highlights_PD (2010!06!05)

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