Yahoo-Nielsen Net Index 2010

Digital Philippines 2010

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..

proudly supported by

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 (%)



Not just a Metro Manila phenomenon

Total Luzon Visayas Mindanao



Internet cafes – the dominant place of access

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



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



Driven by the upper middle SECs…

Home Computer Access (%) Internet Access (%)

20102009



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



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



Search emerging as

the top online activitythe top online activity

Search has grown significantly…

Past Month Reach (%)

2009 2010



Total Age Gender SEC

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



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


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



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

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


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


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 (%)



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



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 Social

Networking sites in the past month


…but site preferences are changing

Currently Use (%)

20102009

Facebook

83

4




A platform to connect and communicate

Reasons for using Social Networking Sites (%)




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




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…



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


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



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


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

contact: [email protected]

Yahoo-Nielsen Net Index 2010

Education

Transcript of Yahoo-Nielsen Net Index 2010