Social media usage in the philippines 2011

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Social Media Usage in the Philippines 2011 Prepared by the External Relations Unit (ERU)-Rowland

description

social media usage in the philippines is a useful material for marketers, or professionals who want to know the state of internet usage in the philippines

Transcript of Social media usage in the philippines 2011

Page 1: Social media usage in the philippines 2011

Social Media Usage in the Philippines 2011

Prepared by the External Relations Unit (ERU)-Rowland

Page 2: Social media usage in the philippines 2011

Basic Indicators: 2010-2011

29,700,000 Internet users as of Jun/10, 19.7% penetration, per Yahoo-Nielsen Media Index 2011 (Philippine population stands at 101,833,938 (2011)

25,307,800 Facebook users on June 30/11, 33% penetration

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Television48%

Internet32%

Radio8%

Newspa-pers7%

Magazines5%

Reliable Media Sources for Filipinos

Synovate Media Atlas 2010-2011

Media Consumption in RP: 2010-2011

Cable TV

15%

Free TV32%

Internet15%

FM Radio39%

Time Consumption

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Practical and up-to-

date30%

health and

status con-

scious youth22%

brand loyal-ist

24%

indifferent youth24%

Lifestyle Segments

Lifestyle segments of Media Consumers

Segment Description Consuming Habits

Practical and Up-To-Date

mid-aged group, with most being 25-34 years of age, well-educated with college degrees, working full-time and follow the latest fashion and trends

Class C socio-economic class

They like to be informed about the purchases they make. They refer to ads, online forums and blogs and speak to friends about their purchases. They also tend to compare prices and rationalize purchases they make, on whether it is a need or luxury

Health & Status Conscious Youth

15-24 age group, are high school graduates and have received some college education. Majority of this segment belong to Class DE and are working full-time, research showed.

disciplined breadwinners “who know they have to take care of their bodies in order to continue earning.”

“They also have aspirations and social status is very important to them,” .This group also does online research, listens to FM radio but does not read magazines

as much.

Brand Loyalists

mostly from the 25-44 age group, have college degrees or at least completed high school, work full-time and come from the Class C and D socioeconomic classes

prefers to buy the well known brands because they are secure in their choices. They may not be as affluent as Class ABC but they get exactly what they pay for. They don’t use media as much to inform their purchases compared to segment

Indifferent Youth

15-24 age bracket; are well educated, working full time; and are the most upscale “having the biggest number belonging to Class ABC+.”

Sarthou said this segment is a very distinct group of people who are “indifferent to health and fitness.”

"They have a lot of spontaneity in what they do. They go for fun and pleasure, something that they can enjoy with friends

Source: Synovate Media Atlas 2010-2011

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indo

nesia

malay

sia

philipp

ines

singa

pore

thailand

viet

nam

0

10

20

30

40

50

60

70

80

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31

68

29

79

58

87

61

25

78 77

64

85

77

32

2

18 1723

26

Desktop PCNotebook/laptopSmartphoneTablet PC

Device Use in RP

Source: Nielsen Southeast Asia Digital Consumer Report 2011

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2000 2005 2008 2009 2010

20000007820000

1400000024000000

297000000

2.60%9.30%

14.60%24.50%

29.70%

Internet Growth and Penetration, 2000-2010

Pop % Internet Penetration

Sources: ITU (2000), CI Almanac (2005), Yahoo! (2008), Nielsen Research 2009 and ITU (2010)

Internet Growth

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Phils ranks 17th in Countries with Highest Number of Internet Users

TOP 20 COUNTRIES WITH HIGHEST NUMBER OF INTERNET USERS

#Country or

Region Population,

Internet Users Internet Users Penetration World

Year 2000 Latest Data (% Population) % Users

1 China 1,336,718,015 22,500,000 485,000,000 36.30% 23.00%

2 United States 313,232,044 95,354,000 245,000,000 78.20% 11.60%

3 India 1,189,172,906 5,000,000 100,000,000 8.40% 4.70%

4 Japan 126,475,664 47,080,000 99,182,000 78.40% 4.70%

5 Brazil 203,429,773 5,000,000 75,982,000 37.40% 3.60%

6 Germany 81,471,834 24,000,000 65,125,000 79.90% 3.10%

7 Russia 138,739,892 3,100,000 59,700,000 43.00% 2.80%

8 United Kingdom 62,698,362 15,400,000 51,442,100 82.00% 2.40%

9 France 65,102,719 8,500,000 45,262,000 69.50% 2.10%

10 Nigeria 155,215,573 200,000 43,982,200 28.30% 2.10%

11 Indonesia 245,613,043 2,000,000 39,600,000 16.10% 1.90%

12 Korea 48,754,657 19,040,000 39,440,000 80.90% 1.90%

13 Iran 77,891,220 250,000 36,500,000 46.90% 1.70%

14 Turkey 78,785,548 2,000,000 35,000,000 44.40% 1.70%

15 Mexico 113,724,226 2,712,400 34,900,000 30.70% 1.70%

16 Italy 61,016,804 13,200,000 30,026,400 49.20% 1.40%

17 Philippines 101,833,938 2,000,000 29,700,000 29.20% 1.40%18 Spain 46,754,784 5,387,800 29,093,984 62.20% 1.40%

19 Vietnam 90,549,390 200,000 29,268,606 32.30% 1.40%

20 Argentina 41,769,726 2,500,000 27,568,000 66.00% 1.30%

TOP 20 Countries 4,578,950,118 275,424,200 1,601,772,290 35.00% 75.90%

Rest of the World 2,351,105,036 85,561,292 508,993,520 21.60% 24.10%

Total World - Users 6,930,055,154 360,985,492 2,110,765,810 30.50% 100.00%

NOTES: (1) World Internet User Statistics were updated for June 30, 2011. (2) Additional data for individual countries and regions may be found by clicking each country name. (3) The most recent user information comes from data published byNielsen Online, International Telecommunications Union, Official country reports, and other trustworthy research sources. (6) Data from this site may be cited, giving due credit and establishing an active link back to Internet World Stats. Copyright © 2000 - 2011, Miniwatts Marketing Group. All rights reserved.

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Singapore Malaysia Philippines Thailand Indonesia

67%

38%33% 31%

21%

Internet Penetration

Digital Usage of Filipinos

Source: Nielsen Southeast Asia Digital Consumer Report (September 30, 2011)

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indonesia malaysia philippines singapore thailand vietnam0

5

10

15

20

25

30

14

2022

25

17 16

Internet time usage (Hr)

Source: Yahoo! Nielsen Media Atlas Study, 2011

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15-19 20-30 30-40 40-50 50up

65%

48%

24%

13%

4%

Internet Penetra-tion per Age Group

Age & Likely PreferencesNielsen Net Index 2010 showed that Filipino Internet users are more likely to be opinion leaders and early adopters compared to traditional media consumers. They are likely to be individualistic, trend conscious, willing to pay for quality products, and are tech enthusiasts.

They also want to own quality items and pay extra for these goods. People even come to them for advice before buying goods.

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87%75% 70%

63% 61% 59% 56% 54% 54% 49%

Top 10 Online Activities of Filipinos

Source: 2011 Report of the Presidential Commission on Information and Communications Technology

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22 23

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7673

68 67 65 65

45

37 36 36 34

24 24 2420

20092010

Online Usage of Filipinos: 2010-2011

Source: Nielsen Southeast Asia Digital Consumer Report (September 30, 2011)

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Friend

s/Fam

ily

Online

prod

uct R

eviews

Discus

sion

foru

ms

Televis

ion

Prod

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0%

10%

20%

30%

40%

50%

60%

70%

80%70%

45%

20% 17% 15% 12%8% 7% 7%

Most Trusted Sources in Decision-Making in RP

Source: Nielsen Southeast Asia Digital Consumer Report (September 30, 2011)

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State of Play in Philippines

52%Of Filipinos have high-speed interconnection at home

74%Of 15-19 year olds use internet cafes

24%Of Filipinos use their phones to access online

67%Visited Social Networking sites while only

40% use

emails

61%

Of Filipinos trust consumer opinions posted online, higher than regional average

64%

Online product reviews and discussion forums are one of the most trusted sources of recommendations in purchase decision making, second only to recommendations from family and friendsClose to two thirds of digital Filipinos (64%) use social media as a resource in purchase decision making.

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The Philippines is the social networking capital in Asia

Present State of Play in RP (2011)

Philip

pine

s

Israe

l

Turk

eyChi

le

Argen

tina

Malay

sia

Indo

nesia

Peru

Colom

bia

Venez

uela

93.90%

90.90%90.20%

89.20%88.40%

87.50% 87.20% 87.20% 86.90%86.20%

Pop participation in Social Networks

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Top 5 Social Media Networks in the Philippines

26,751,000 (as of November 2011--

RP is ranked 8th in high penetration with 16.1%. The number of Filipino Twitter users has gone up in 2010, representing 1.08 percent of all users worldwide. In April 2009, the Philippines ranked 12th among countries with the highest number of Twitter users.

98.1% of Filipino Internet users or 4.12 Million have watched a video in Youtube, Google Video or one of the many video sharing sites (Universal McCann Study 2010)

90.3% of Filipino Internet users have read a blog. RP ranks 5th in the world in using Blogger as blog platform

There are approximately 13,000 registered Filipino online sellers in Multiply as early as January 2010. (Yahoo-Nielsen Media Study 2010)

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India20%

Indonesia28%

Philippines18%

Thailand7%

Japan3%

Malaysia8%

Pakistan3%

South Korea3%

Taiwan7%

Saudi Arabia3%

Phil Share in Asian Pop Usage of Facebook

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Philip

pine

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dia

Indo

nesia

Thailand

Japa

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Malay

sia

Pakis

tan

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rea

Taiw

an

Saud

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bia

0.00%

20.00%

40.00%

60.00%

80.00%

100.00%

120.00%

30.12%

65.32%

19.89%

53.89%

104.42%

17.91%

48.68%46.76%

11.98%21.72%

Growth in Facebook Users (June 2011)

Source: Socialbakers study, 2011 and TrendStream

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Ranking

Country User Change % Change -/+ Penetration

1 United States

155,981,460

+234 260 0.15% 50.28%

2 Indonesia 40,829,720

+1 536 140 3.91% 16.80%

3 India 38,045,000

+1 622 020 4.45% 3.24%

4 United Kingdom

30,481,300

+984 460 3.34% 48.89%

5 Turkey 30,473,280

-261 820 -0.85% 39.17%

6 Brazil 30,453,260

+2 514 380 9.00% 15.14%

7 Mexico 30,121,400

+766 740 2.61% 26.78%

8 Philippines

26,752,000

+30 080 0.11% 26.78%

RP no. 8 in Biggest Facebook Users

US41%

Indonesia11%

India10%

UK8%

Turkey8%

Brazil8%

Mexico8%

Phils7%

Share in Top 8 Facebook Communities

Source: Socialbakers study, 2011

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10to19 20to29 30to39 40to49 50plus0%

10%

20%

30%

40%

50%

60%50%

41%

19%

12%

3%

Internet usage per age group, Nielsen Net Index Initiative 2010

Web Usage per age group

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10 to 14 15to19 20to29 30to39 40to49 50plus0

20

40

60

80

100

120

97 97102 105

87

101

Yahoo/Nielsen Net Index 2010

Social Net Usage based on Age Groups

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Of the 24 Million Facebook users, only 14.4 million are actively engaged (Trendstream Media Study, February 2011)

Categories of Active Social Networkers

Messengers

Content sharers

Joiners or creators of groups

•60% of the pop•They send messages directly to their FB contacts

•73% of the pop•They pass along content which they find interesting in the web

•46% of active FB users•They use FB just to create groups

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85%

15%

Source: Yahoo-Nielsen Net Index Initiative

CDE ABC

85% of Filipino Online Users are Poor

• 28% of Filipino Urban dwellers are internet users

• Only 34% have computer at home and 25% have home internet access

• Only 21% of CDE class have computer at home

• 71% of Filipino Internet Users access the internet through Internet Cafes

• 81% of CDE class are regular internet cafe users

• Internet usage is not limited to Metro Manila but has expanded in other regions, specially Mindanao (Davao City, Cagayan, General Santos, Zamboanga)

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Search has growth significantly due to increased usage of Young and Not so Young segments of the Philippine population

Entertainment-related content key growth driver

Mobile internet catching up but high tariffs from phone service providers hampering growth

Messaging and key emailing services driving smartphone usage rise

Social networking sites and UGC sites more popular than blogs and fora

Online music and video downloading rising

Social Media Trends in Philippines

2009 2010

Music upload/download 41 38

Video Upload/download 25 22

soruce: Yahoo!-Nielsen Net Index 2010

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Usage are concentrated in urban growth centers especially in Luzon and Mindanao

Urban growth rate of the Philippines is pegged at 2.6% (National Statistical Coordination Board)

Access is critical for growth. Luzon is quite high, but Mindanao, still growing.◦ For the number of internet subscribers, 21,588

subscribers in the Mindanao region, about 85.0 percent of internet users are Philcom subscribers while others are subscribed to Cable 21, ICC-Bayantel, PLDT and Sotelco. (source: NEDA Mindanao, June 2011)

Challenges in Social Media Growth in Philippines

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Social media is an important strategy in influencing consumer choices but still untested in changing political or social attitudes.

Social media can change image perceptions if used correctly

Inspite high internet penetration, majority of Filipinos are still unable to access Internet

Only 1 of 3 Internet users in the Philippines are bloggers. Only 43% of Filipino internet users read blogs

Challenges in Social Media Growth in Philippines

Page 27: Social media usage in the philippines 2011

EndSocial Media Research and Usage

presented by Ricky Rivera, November 2011