PH Net Index 2011 Highlights by Yahoo and Nilsen
description
Transcript of PH Net Index 2011 Highlights by Yahoo and Nilsen
Digital Philippines 2011
No part of this document may be quoted, reproduced, stored in a retrieval system, or transmitted in any form or by any means – electronic, mechanical, photocopying, recording, or otherwise – without the written permission of Yahoo! Southeast Asia Pte. Ltd. and
The Nielsen Company (Philippines), Inc..
Yahoo!-Nielsen Net Index Highlights
Manila, Philippines
Yahoo!- Nielsen Net Index 2011
• In 2009, Yahoo!-Nielsen Net Index study was launched to gather an baseline understanding of the Filipino internet user
• Building on this foundation, the study was repeated in 2010 to track shifts in user behaviour and evolving preferences
• In 2011, the study continues to evolve, to reflect the changing digital landscape…whilst maintaining key longitudinal measures
At Yahoo! and Nielsen, we believe that fact-based Insights should drive decision-making!
• 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+ yrs old across all socio-economic classes who have used the internet in the past month
• Sample Size 1,500
• Sampling Approach Multi-stage Probability Sampling
• Fieldwork Period Q1 2011
Research Design
The Changing Landscape
2009-2011
3036
29 26 26 27 293331
42
3024
30
23
3337
30
43
2630
34
17
37 36
Total Metro Manila Luzon Visayas Cebu Mindanao Davao Mega Manila
2009 2010 2011Past Month Reach (%)Past Month Reach (%)
Internet usage has remained largely stable, though we see some pockets of growth
Base: Past Month Internet Users aged 10+ across all socio-economic classes in National Urban Philippines
Source: Nielsen media Index 2009 Q1, 2010 Q1, 2011 Q1
Select Monthly Online Activities (%) 2009 2010 2011
Visiting Social Networking sites 51* 53 82
Search 58 76 80
Instant messaging 63 68 69
Internet Portal 54 73 67
Visiting public chat rooms 54 67 65
Email 63 65 64
Played games online 53 45 54
Listen to songs in music websites - - 45
Downloaded or uploaded music files online 25 37 37
Shared/posted something online that you created 15 24 36
* Note. The 2009 figure for social networking includes community groups /forums
Base: Past month Internet users aged 10+ across National Urban Philippines
Source: Yahoo!-Nielsen Net Index 2010, 2011
Activities showing significant increase at 95% confidence levels between 2009 and 2011
Despite this stability, overall engagement is on the rise. Social networking now dominates…
Place of Access
Home School Work Internet cafes
2009 4.8 3.4 7.7 4.5
2011 10.4 5.2 11.5 5.5
Evident from the increased time being spent online, across mediums and locations
Base: Past Month Internet Users aged 10+ across all socio-economic classes in National Urban Philippines
Source: Nielsen media Index 2009 Q1, 2010 Q1, 2011 Q1
30
5244
1913
3
31 29
60
49
2531
55
42
25
14
4
3329
65
54
2630
53
43
21
113
29 30
66
53
24
Total 10-19 20-29 30-39 40-49 50 and up Male Female SEC ABC SEC C2 SEC DE
2009 2010 2011
TotalTotal AgeAge GenderGender SECSEC
Past Month Reach (%)Past Month Reach (%)
Internet usage highest amongst upscale under 30s…
Base: Past Month Internet Users aged 10+ across all socio-economic classes in National Urban Philippines
Source: Nielsen media Index 2009 Q1, 2010 Q1, 2011 Q1
…fuelled by their appetite for entertainment contentContent Preferences on Internet Portals (%)Content Preferences on Internet Portals (%)
Base: Past Month Internet Users aged 10+ across all socio-economic classes in National Urban Philippines who
Have visited Internet Portals
Source: Yahoo!-Nielsen net Index 2009, 2010 and 2011
Total (T3B %) 10-19 (Index) 20-29 (Index)International music 68 114 91Local music 65 104 94Interesting videos or photos 59 118 101Games 56 108 94Technology and gadgets 55 102 103World news 49 99 103National/ Local news 48 104 99Entertainment news 45 116 99Lifestyle 45 95 118Sports 45 104 93Movies, TV or Drama reviews/guides 42 106 97Business news 38 90 84City guides 35 100 101Travel 33 95 103Finance 30 89 76Traffic updates 29 104 99
71
27
7 72 0
69
31
4 5 6 5
66
35
2 3 4 4
Internet cafes Home School Work Friend's house Cellphone/ PDA
2009 2010 2011Place of access (%)Place of access (%)
The shift from shared to private access continues …
Base: Past Month Internet Users aged 10+ across all socio-economic classes in National Urban Philippines
Source: Yahoo!-Nielsen net Index 2009, 2010 and 2011
Home Internet OfferingsHome Internet Offerings Mobile Phone Internet OfferingsMobile Phone Internet Offerings
Mobile usage needs further tariff rationalisation to gain traction
Filipino Netizens impression of the
changing digital ecosystem?
• Evolution of Social Networking
• Online Transactions (deal aggregation/
e-commerce)
Social Networking –
Cant stop this thing we started!
Not just an activity but a starting point for the online experience for many
Social Networking Search Email Online News Instant Messenger Games
39
30
11135
1
Internet Usage Pathway (%) Internet Usage Pathway (%)
Question: Please think about the following online services and tell me the order in which you first ever used each.
Base: Past month Internet users aged 10+ across National Urban Philippines
Source: Yahoo!-Nielsen Net Index-2011
Base: Past month Internet users aged 10+ across National Urban Philippines
# Note. The 2009 figure for social networking includes community groups /forums
Source: Yahoo!-Nielsen Net Index 2010-2011
A dominant platform to connect and communicate… though mail/messenger remain relevant
63 65 64
2009 2010 2011
51 53
82
2009 2010 2011
Past month online activities (%)Past month online activities (%)
EmailEmail
6368 69
2009 2010 2011
MessengerMessengerSocial NetworkingSocial Networking
Updating profile is mainly done through PC, Mobile updates reflect Mobile usage (low)
Mobile Phone
Browser
Mobile
Phone SMS
Through PC
96%
Mode for updating Social networking profile (%)Mode for updating Social networking profile (%)
4%
3%
Question: How do you usually view/ update your Social Networking sites?
Base: Past month Internet users aged 10+ across National Urban Philippines who have visited social networking in Past 3 months
Source: Yahoo!-Nielsen Net Index 2011
96
59
38
32
15
11
3
3
Regular friends
Family members
Friends with whom you had lost contact
People from outside your city/country
Referrals from friends
People you met once or twice in person
People you only know in the virtual world
Co-workers
Social networks start with ‘close contacts/relations’… but quickly move to less familiar circles…
Connections on Social Networking sites (%)Connections on Social Networking sites (%)
Question: Who are the people you interact with regularly on these Social Networking sites?
Base: Past month Internet users aged 10+ across National Urban Philippines who have visited social networking sites in Past 3 months
Source: Yahoo!-Nielsen Net Index 2011
66
57
45
33
17
16
13
13
4
2
Keep Strict Privacy Settings
Limit My Personal Info. Available Online
Avoid Allowing People Access My Blog/Social Net. Site
Limit The Type/Number Of Photos/Video Shared
Remove The 'Tag' On Photos/Video Uploaded By Others
Limit/Prevent Others From Posting onMy Blog/SNS
Avoid Allowing People Access My Blog/SNS
Always Check Info About Me Online
Deleted A Blog/Social Networking Page
Cancelled Another Online Account
…thus the effort to limit what users share with the larger/extended group on social networking
sites
Steps taken to manage digital profile (%)Steps taken to manage digital profile (%)
Question: Who are the people you interact with regularly on these Social Networking sites?
Base: Past month Internet users aged 10+ across National Urban Philippines who have visited Social Networking Sites in Past 3 months
Source: Yahoo!-Nielsen Net Index 2011
I've found more people like me who share my interests
Allows me to be more social than I am in person
I can really reveal parts of my life/personality, I would normally not disclose
I feel less awkward when I communicate on these sites than in person
I feel more in tune to what is going on socially
I really try to find just sincere people
I've become choosy about whom I socialize with
74
72
69
67
67
63
59
And the emergence of ‘selective socialization’
Opinions on Social Networking (%)Opinions on Social Networking (%)
Question: Please tell me to what extent do you agree with each of the following opinions about social networking?
Base: Past month Internet users aged 10+ across National Urban Philippines who have visited SNS in Past 3 months
Source: Yahoo!-Nielsen Net Index 2011
Facebook Sees Big Traffic Drops in US
and Canada as It Nears 700 Million
Users Worldwide
Inside Facebook, June 12th, 2011
Facebook sees a Decline in Young Users
softpedia, June 12th, 2011
Social Networks In Decline
Smart Insights, April 12th, 2011
ALONE TOGETHER
Why We Expect More From Technology and Less
From Each Other
By Sherry Turkle
Softening of growth of Social networking is becoming well documented
So what’s next…
…fragmentation across multiple
platforms OR cataloging on a single
platform?
Social Networking - Summary
• Social networking is suited to one-to-many … mail and messenger remain relevant for personal one-to-one
conversations
• The rapid growth of social networks in Philippines, will result in increased awareness for the need to build “walls”
within existing networks
• These “walls” will be built to control information exchanges and ensure conversations remain rich and engaging
(one-to-few)
E-Commerce
Online Deal Aggregation –
A Mixed Bag
The backdrop to e-commerce in Philippines
There is an inherent
reluctance to “trade”
through the Internet
Lack of ‘accreditation
and guarantees'…by
default modern trade
actually encourages
destination shopping
Presence of
counterfeits and
knock-offs
High reliance on
inter-personal
relationships
IT and Banking
infrastructure
“evolving”
Traditional trade
legacy
Buyers need to ensure
quality by physical
inspection
Buyers feel the
comfort, dealing with
known vendors
Low levels of
confidence/trust in
transacting online
3
1
2010 2011
Online Transactions (%)Online Transactions (%)
Question: Have you purchased products online in the past 12 months… payment could be online or offline?
Base: Past month Internet users aged 10+ across National Urban Philippines
Source: Yahoo!-Nielsen Net Index 2011
Online transacting remains in it’s infancy
Cash (face to face)
Credit card
Transfer via ATM/Bank
Internet Banking
Deposited cash at bank branch
Online accounts such as Paypal
Cheque
Debit card
53
36
10
9
4
1
1
1
Payment methods (%)Payment methods (%)
Payments largely made offline, given current trust and comfort levels with e-payment
Group buying sites like Groupon have created significant buzz recently…
Hailed by Forbes as the "fastest-growing
company in history", Groupon turned over
US$760 million last year, and expects that to
hit the billions this year.
Forbes
Over the past three years, an entirely new
industry known as group-buying has
suddenly emerged, and is growing at a
phenomenal rate.
nzherald.com
Group Buying: Description
These sites negotiate discounts on popular goods, services
and cultural events, which is offered to thousands of
subscribers in a free daily email. The deals are activated only
when a minimum number of people agree to buy.
EASE OF COMPREHENSIONEASE OF COMPREHENSION LEVEL OF INTEREST LEVEL OF INTEREST
Current levels of comprehension limit overall interest … Interest is high among those who
understand
Question 1: After hearing the explanation of Deal Aggregation concept, to what extent do you understand it?
Question 2: After having a look at the explanation of Deal Aggregation concept, how interested are you in this overall concept?
Base: Past month Internet users aged 10+ across National Urban Philippines
Source: Yahoo!-Nielsen Net Index-2011
Un-der-
stand 32%
Not at all under-stand53%
Neither15% Not at all
interested 25%
Slightly interested
9%
Somewhat interested
18%
Quite in-terested
42%
Extremely in-terested
5%
Deal Aggregation - Summary
• Pure-play ecommerce offerings are still in nascent stage, given the constraints around product authenticity
and infrastructure
• Online buyers and sellers currently find each other online, but typically “transact offline”
• For deal aggregation sites to be successful, a mind-shift needs to occur… there is a need to educate on the
concept of deal aggregation, against a backdrop of reluctance to “pay” online
Key Takeaways1. Internet growth driven by the young and upscale audience
2. Home internet access continues to grow, with engagement levels increasing with growth in private access
3. Philippines enormous appetite for social networking could accelerate the emergence of “selective socialisation”
4. Deal aggregation holds significant potential, but comfort in e-payment platforms and trust levels will dictate the rate
of growth!