When Times Are Tough, Pinoys Commute (abs-cbn News Online), 08 July 2009
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When times are tough, Pinoys commute
http://www.abs-cbnnews.com/print/61942
Published on ABS-CBN News Online Beta (http://www.abs-cbnnews.com) Home > Lifestyle > When times are tough, Pinoys commute
When times are tough, Pinoys commute by Kristine Servando, abs-cbnNEWS.com/Newsbreak Created 07/08/2009 - 20:35
When times are tough, Pinoys commute
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by Kristine Servando, abs-cbnNEWS.com/Newsbreak | 07/08/2009 8:35 PM Printer-friendly version [2] | [5]
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MANILA - More and more Metro Manila residents are taking to public transport during the economic crunch, a Nielsen survey revealed. The survey, which focused on the travel habits of commuters on the Metro Rail Transit (MRT) and Light Rail Transit (LRT) systems, showed that 78% or 5.78 million people in Metro Manila are riding the trains at an average of 4 to 5 times a week. Jay Bautista, Executive Director of Nielsen Philippines, said this may be in response to high gasoline prices and the economic slowdown. "Even white collar workers are now riding trains because oil prices are going up. Businessmen, too, are using it rather than bringing their own cars," he said. The survey showed that MRT-3 riders are predominantly white collar and blue collar workers aged 25 to 49, while LRT-1 riders are primarily students aged 15 to 24. LRT-2 had the same student demographic, but also showed a distinct set of businessmen passengers aged 50 and above. Nielsen found that the LRT-2 is a favorite route taken by businessmen who want to buy cheap goods at Divisoria, a bargain hotspot in Manila.
1 of 4
7/9/09 4:38 PM
When times are tough, Pinoys commute
http://www.abs-cbnnews.com/print/61942
Bing Kimpo, a marketing executive working for the Metro Rail Transit Corporation, said that the MRT-3 line has seen a spike in passenger volume early this year because some drivers wanted to save on gas. "Passengers would ditch their cars or park at a nearby mall and take the train instead. You're seeing that kind of phenomenon," he said. MRT-3 stretches from SM North in Quezon City to Taft Avenue in Pasay. LRT-1 services routes from Monumento in Caloocan to Baclaran. LRT-2, meanwhile, goes from Santolan in Pasig to Recto in Manila. Commuter profile The survey also found that commuters have favorite train stations where they tend to crowd, like Cubao, North Edsa, and Taft stations on MRT-3. Peak hours, when trains are busiest and coaches are packed with people, are from 5:30 a.m. to 9:45 a.m. and 5:00 p.m. to 7 p.m. Bautista said this information could help the MRT and LRT administrations devise ways on how to lessen passenger traffic at certain stations. "They could put more benches or have special arrangements to accommodate more people," he said. Further, the survey noted that train commuters are: movie fanatics cautious buyers technologically savvy conscious about their physical appearance; and more likely to go malls and dine in fast food outlets than the average consumer. Based on Nielsen's Media Index for the first quarter of 2009, 92% of train riders eat at fast food outlets or go to malls twice a month, on average. Kimpo said this may be because the MRT and LRT trains "deliver passengers right at the doorstep or within walking distance of malls." Finally, the survey showed that about half of Metro Manila residents (52%) or 4.2 million people are spending more and more time outdoors. "We're more mobile now. People tend to stay out of the house until late into the night," Kimpo said. What this means for advertisers Trackworks, the marketing arm of the Metro Rail Transit Corporation, commissioned the study to find out how 2 of 4
7/9/09 4:38 PM
When times are tough, Pinoys commute
http://www.abs-cbnnews.com/print/61942
consumer-commuters respond to advertisements within train station premises, which have been present since 1996. "We can't measure the effectivity of ads sa train stations, pero ang ang alam natin ay napapansin sila," Bautista said. Trackworks plans to conduct a quarterly MRT-LRT survey to see whether travel habits change during the summer or Christmas holidays. The findings are meant to guide companies on what kind of products they can advertise within train station premises, from billboards to "train wraps" or ads placed on the train's outer shell. With Nielsen's survey findings proving that consumers spend more time outside the home, Kimpo hopes this can attract more advertisers to invest in "out-of-home" advertisements. The survey found that most commuters watch TV (88%), read the newspaper (67%) or internet (31%), or listen to radio (35%). The top 7 products commuters consume, meanwhile, are toothpastes, soaps, shampoos, instant noodles, coffee, soft drinks, and vitamins. Nielsen conducted interviews with 500 MRT3 passengers, 250 LRT1 passengers and 250 LRT2 passengers in February 2009. The survey used random sampling methods and has a 5 percent margin of error. The Nielsen MRT-LRT survey is considered a landmark study because it measures train passengers' travel and media habits for the first time. as of 07/09/2009 2:52 PM Printer-friendly version [2] | [5]
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Send to friend [3] | [9]
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Related Articles (UPDATE) MRT-3 stops 24/7 ops, tries extended run instead [12] 24-hour MRT rides start June 1 [13] Nurses, BPO industry happy with 24/7 MRT [14] Govʼt assumes 56% stake in MRT operator [15] MRT needs gov't subsidy, says official [16] A policeman in the MRT? Be careful. This might happen to you [17]
3 of 4
7/9/09 4:38 PM
When times are tough, Pinoys commute
Lifestyle Top Stories Transit Authority marketing
http://www.abs-cbnnews.com/print/61942
advertising Business economic slowdown Light Rail Metro Rail Transit Corp. MRT-3 public transportation ABS-CBN NAS yahoo
Media Partners | Newsbreak | Business Mirror | Business World Copyright © 2008 ABS-CBN Interactive All rights reserved. Source URL: http://www.abs-cbnnews.com/07/08/09/when-times-are-tough-pinoys-commute Links: [1] http://www.abs-cbnnews.com/ [2] http://www.abs-cbnnews.com/print/print/61942 [3] http://www.abs-cbnnews.com/printmail/print/61942 [4] http://www.abs-cbnnews.com/07/08/09/when-times-are-tough-pinoys-commute#comment-form [5] http://del.icio.us/post?url=http://www.abs-cbnnews.com/07/08/09/when-times-are-tough-pinoys-commute& title=When times are tough, Pinoys commute [6] http://digg.com/submit?phase=2&url=http://www.abs-cbnnews.com/07/08/09/when-times-are-tough-pinoyscommute&title=When times are tough, Pinoys commute [7] http://www.facebook.com/sharer.php?u=http://www.abs-cbnnews.com/07/08/09/when-times-are-toughpinoys-commute&t=When times are tough, Pinoys commute [8] http://www.google.com/bookmarks/mark?op=add&bkmk=http://www.abs-cbnnews.com/07/08/09/whentimes-are-tough-pinoys-commute&title=When times are tough, Pinoys commute [9] http://myweb2.search.yahoo.com/myresults/bookmarklet?u=http://www.abs-cbnnews.com/07/08/09/whentimes-are-tough-pinoys-commute&t=When times are tough, Pinoys commute [10] http://technorati.com/search/http://www.abs-cbnnews.com/07/08/09/when-times-are-tough-pinoyscommute [11] http://multiply.com/gus/journal/compose/?body=&url=http://www.abs-cbnnews.com/07/08/09/when-timesare-tough-pinoys-commute&subject=When times are tough, Pinoys commute&link_source=abscbn [12] http://www.abs-cbnnews.com/nation/metro-manila/06/03/09/mrt-3-stops-247-ops-tries-extendedrun-instead [13] http://www.abs-cbnnews.com/nation/metro-manila/05/28/09/24-hour-mrt-rides-start-june-1 [14] http://www.abs-cbnnews.com/nation/06/01/09/nurses-also-happy-247-mrt [15] http://www.abs-cbnnews.com/business/03/30/09/govʼt-assumes-56-stake-mrt-operator [16] http://www.abs-cbnnews.com/nation/metro-manila/03/20/09/mrt-needs-govt-subsidy-says-official [17] http://www.abs-cbnnews.com/feedback/03/11/09/policeman-mrt-be-careful-might-happen-you
4 of 4
7/9/09 4:38 PM
http://www.abs-cbnnews.com/print/61942
Published on ABS-CBN News Online Beta (http://www.abs-cbnnews.com) Home > Lifestyle > When times are tough, Pinoys commute
When times are tough, Pinoys commute by Kristine Servando, abs-cbnNEWS.com/Newsbreak Created 07/08/2009 - 20:35
When times are tough, Pinoys commute
[1]
by Kristine Servando, abs-cbnNEWS.com/Newsbreak | 07/08/2009 8:35 PM Printer-friendly version [2] | [5]
[6]
[7]
[8]
Send to friend [3] | [9]
[10]
Share your views [4]
[11]
MANILA - More and more Metro Manila residents are taking to public transport during the economic crunch, a Nielsen survey revealed. The survey, which focused on the travel habits of commuters on the Metro Rail Transit (MRT) and Light Rail Transit (LRT) systems, showed that 78% or 5.78 million people in Metro Manila are riding the trains at an average of 4 to 5 times a week. Jay Bautista, Executive Director of Nielsen Philippines, said this may be in response to high gasoline prices and the economic slowdown. "Even white collar workers are now riding trains because oil prices are going up. Businessmen, too, are using it rather than bringing their own cars," he said. The survey showed that MRT-3 riders are predominantly white collar and blue collar workers aged 25 to 49, while LRT-1 riders are primarily students aged 15 to 24. LRT-2 had the same student demographic, but also showed a distinct set of businessmen passengers aged 50 and above. Nielsen found that the LRT-2 is a favorite route taken by businessmen who want to buy cheap goods at Divisoria, a bargain hotspot in Manila.
1 of 4
7/9/09 4:38 PM
When times are tough, Pinoys commute
http://www.abs-cbnnews.com/print/61942
Bing Kimpo, a marketing executive working for the Metro Rail Transit Corporation, said that the MRT-3 line has seen a spike in passenger volume early this year because some drivers wanted to save on gas. "Passengers would ditch their cars or park at a nearby mall and take the train instead. You're seeing that kind of phenomenon," he said. MRT-3 stretches from SM North in Quezon City to Taft Avenue in Pasay. LRT-1 services routes from Monumento in Caloocan to Baclaran. LRT-2, meanwhile, goes from Santolan in Pasig to Recto in Manila. Commuter profile The survey also found that commuters have favorite train stations where they tend to crowd, like Cubao, North Edsa, and Taft stations on MRT-3. Peak hours, when trains are busiest and coaches are packed with people, are from 5:30 a.m. to 9:45 a.m. and 5:00 p.m. to 7 p.m. Bautista said this information could help the MRT and LRT administrations devise ways on how to lessen passenger traffic at certain stations. "They could put more benches or have special arrangements to accommodate more people," he said. Further, the survey noted that train commuters are: movie fanatics cautious buyers technologically savvy conscious about their physical appearance; and more likely to go malls and dine in fast food outlets than the average consumer. Based on Nielsen's Media Index for the first quarter of 2009, 92% of train riders eat at fast food outlets or go to malls twice a month, on average. Kimpo said this may be because the MRT and LRT trains "deliver passengers right at the doorstep or within walking distance of malls." Finally, the survey showed that about half of Metro Manila residents (52%) or 4.2 million people are spending more and more time outdoors. "We're more mobile now. People tend to stay out of the house until late into the night," Kimpo said. What this means for advertisers Trackworks, the marketing arm of the Metro Rail Transit Corporation, commissioned the study to find out how 2 of 4
7/9/09 4:38 PM
When times are tough, Pinoys commute
http://www.abs-cbnnews.com/print/61942
consumer-commuters respond to advertisements within train station premises, which have been present since 1996. "We can't measure the effectivity of ads sa train stations, pero ang ang alam natin ay napapansin sila," Bautista said. Trackworks plans to conduct a quarterly MRT-LRT survey to see whether travel habits change during the summer or Christmas holidays. The findings are meant to guide companies on what kind of products they can advertise within train station premises, from billboards to "train wraps" or ads placed on the train's outer shell. With Nielsen's survey findings proving that consumers spend more time outside the home, Kimpo hopes this can attract more advertisers to invest in "out-of-home" advertisements. The survey found that most commuters watch TV (88%), read the newspaper (67%) or internet (31%), or listen to radio (35%). The top 7 products commuters consume, meanwhile, are toothpastes, soaps, shampoos, instant noodles, coffee, soft drinks, and vitamins. Nielsen conducted interviews with 500 MRT3 passengers, 250 LRT1 passengers and 250 LRT2 passengers in February 2009. The survey used random sampling methods and has a 5 percent margin of error. The Nielsen MRT-LRT survey is considered a landmark study because it measures train passengers' travel and media habits for the first time. as of 07/09/2009 2:52 PM Printer-friendly version [2] | [5]
[6]
[7]
[8]
Send to friend [3] | [9]
[10]
Share your views [4]
[11]
Related Articles (UPDATE) MRT-3 stops 24/7 ops, tries extended run instead [12] 24-hour MRT rides start June 1 [13] Nurses, BPO industry happy with 24/7 MRT [14] Govʼt assumes 56% stake in MRT operator [15] MRT needs gov't subsidy, says official [16] A policeman in the MRT? Be careful. This might happen to you [17]
3 of 4
7/9/09 4:38 PM
When times are tough, Pinoys commute
Lifestyle Top Stories Transit Authority marketing
http://www.abs-cbnnews.com/print/61942
advertising Business economic slowdown Light Rail Metro Rail Transit Corp. MRT-3 public transportation ABS-CBN NAS yahoo
Media Partners | Newsbreak | Business Mirror | Business World Copyright © 2008 ABS-CBN Interactive All rights reserved. Source URL: http://www.abs-cbnnews.com/07/08/09/when-times-are-tough-pinoys-commute Links: [1] http://www.abs-cbnnews.com/ [2] http://www.abs-cbnnews.com/print/print/61942 [3] http://www.abs-cbnnews.com/printmail/print/61942 [4] http://www.abs-cbnnews.com/07/08/09/when-times-are-tough-pinoys-commute#comment-form [5] http://del.icio.us/post?url=http://www.abs-cbnnews.com/07/08/09/when-times-are-tough-pinoys-commute& title=When times are tough, Pinoys commute [6] http://digg.com/submit?phase=2&url=http://www.abs-cbnnews.com/07/08/09/when-times-are-tough-pinoyscommute&title=When times are tough, Pinoys commute [7] http://www.facebook.com/sharer.php?u=http://www.abs-cbnnews.com/07/08/09/when-times-are-toughpinoys-commute&t=When times are tough, Pinoys commute [8] http://www.google.com/bookmarks/mark?op=add&bkmk=http://www.abs-cbnnews.com/07/08/09/whentimes-are-tough-pinoys-commute&title=When times are tough, Pinoys commute [9] http://myweb2.search.yahoo.com/myresults/bookmarklet?u=http://www.abs-cbnnews.com/07/08/09/whentimes-are-tough-pinoys-commute&t=When times are tough, Pinoys commute [10] http://technorati.com/search/http://www.abs-cbnnews.com/07/08/09/when-times-are-tough-pinoyscommute [11] http://multiply.com/gus/journal/compose/?body=&url=http://www.abs-cbnnews.com/07/08/09/when-timesare-tough-pinoys-commute&subject=When times are tough, Pinoys commute&link_source=abscbn [12] http://www.abs-cbnnews.com/nation/metro-manila/06/03/09/mrt-3-stops-247-ops-tries-extendedrun-instead [13] http://www.abs-cbnnews.com/nation/metro-manila/05/28/09/24-hour-mrt-rides-start-june-1 [14] http://www.abs-cbnnews.com/nation/06/01/09/nurses-also-happy-247-mrt [15] http://www.abs-cbnnews.com/business/03/30/09/govʼt-assumes-56-stake-mrt-operator [16] http://www.abs-cbnnews.com/nation/metro-manila/03/20/09/mrt-needs-govt-subsidy-says-official [17] http://www.abs-cbnnews.com/feedback/03/11/09/policeman-mrt-be-careful-might-happen-you
4 of 4
7/9/09 4:38 PM
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