Yahoo-nielsen Net Index 2009 Highlights
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Digital Philippines: Internet Media Habits Decoded Net Index Highlights
26 March 2009
proudly supported by
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.
The missing link in the Philippines…
Net Index 2009 •
Media insights play a critical role in connecting your brand meaningfully to your target audiences
•
The internet is an important, fast-growing medium in the Philippines; but insights on Filipino internet users remain limited – Frequent requests for more research and data from media planners and brand marketers
•
Yahoo!-Nielsen Net Index initiative is the first-ever in-depth study of Filipino internet users across 22 major cities – Beyond internet media habits – ‘Big picture’ overview covering cross-media habits, lifestyles, psychographics to brand preferences
Elevate industry understanding of the internet medium in Philippines
Research Design •
Methodology
Personal face-to-face interviews using two-part structured questionnaires (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
•
Sample Size
1,200
•
Sampling Approach
Multi-stage Probability Sampling
•
Fieldwork Period
October – November 2008
Study Scope •
Internet User Profile
•
Internet Access, Usage & Activities
•
Internet Front Pages
•
Search Engines
•
Instant Messengers
•
Web-based Email
•
Social Networking & Community Sites
•
News sites
•
Music sites
•
Mobile Internet
•
Cross Media Usage (including TV, Print and Radio)
•
Product Consumption & Brand Preferences
•
User Psychographics & Attitudes
Media Access/Device Ownership (%) 91
2006
91
2007
2008
93 81
82
82 63
68
72 55 49 43
5
TV Set
Radio
DVD/VCD/VCR Player
Base: Males and Females aged 10+ across all socio-economic classes in National Urban Philippines Source: Nielsen Media Index 2006-2008
Mobile Phone
5
7
Home Internet Access
Media Reach (%) 97 98
2006
2007
2008
92 80
78
69 71 63 62 53
58
46
17 18 16
20 19
15
21 23
18 16
28
7
TV (Past Week)
Radio (Past Outdoor Week) (Past Week)
DVD/VCD (Past Month)
Base: Males and Females aged 10+ across all socio-economic classes in National Urban Philippines Source: Nielsen Media Index 2006-2008
Cinema (Past 6 Months)
Newspaper (Yesterday)
Magazine (AIR)
Internet (Past Month)
Over the past four quarters… Internet Past Month Reach (%)
28.3 26.1 23.4 20.8
Q1 2008
Q2 2008
Base: Males and Females aged 10+ across all socio-economic classes in National Urban Philippines Source: Nielsen Media Index 2008
Q3 2008
Q4 2008
Aggressive ISP marketing initiatives…
Source: Nielsen Advertising Information Service
… driving surge in internet take-up Adspend (Million Pesos) ALL ISPs
PLDT
SMART
GLOBE
ZPEEDEE/SKY INTERNET MOZCOM
OTHERS 2000
2001
2002
Source: Nielsen Advertising Information Service
2003
2004
2005
2006
2007
2008
Results reflect the marketing push… Home Home Computer Computer // Internet Internet Access Access
Internet Internet Service Service Providers Providers (%)
34 Total
PLDT MyDSL
27
88 SEC ABC1
Smart DSL
77
63 SEC C2
Bayantel DSL
52
21 SEC DE
Have computer at home
15
Have home internet access
Base: Past month internet users aged 10+ across all socio-economic classes in National Urban Philippines Source: Yahoo!-Nielsen Net Index 2008
Globe DSL
Different targeting opportunities… Past Week Reach (%)
TV Radio Internet Broadsheet Tabloids Cinema Total
Male
Female
ABC1
Base: Males and Females aged 10+ across all socio-economic classes in National Urban Philippines Source: Nielsen Media Index 2008
C2
DE
Internet - strong affinity with Filipino youth Past Week Reach (%)
TV Radio Internet Broadsheet Tabloids Cinema
10-14 years
15-19 years
20-29 years
30-39 years
Base: Males and Females aged 10+ across all socio-economic classes in National Urban Philippines Source: Nielsen Media Index 2008
40-49 years
50+ years
Internet consumers are attitudinally different Index Index T2B T2B Scores Scores Newspaper Readers
TV Viewers
Radio Listeners
Internet Users
I like to stand out in the crowd
103
102
100
114
It is important to keep young looking
103
101
99
114
I like to keep up with the latest fashion
104
102
100
130
I like to keep up with developments in technology
105
102
101
112
I enjoy owning good quality things
101
101
101
112
It's worth paying extra for quality goods
109
102
100
112
People come to me for advice before buying new things
109
103
103
107
Base: Males and Females aged 10+ across all socio-economic classes in National Urban Philippines Source: Nielsen Media Index 2008
Not just a Metro Manila phenomenon… Past Month Reach (%)
Total Total
Luzon Luzon
Visayas Visayas
Mindanao Mindanao
av Za ao m bo an ga O G za en m er is al Sa nt os
ro O de n ya
ag a C
Base: Males and Females aged 10+ across all socio-economic classes in National Urban Philippines Source: Nielsen Media Index 2008
D
ilo cl ob an
Ilo
Ta
eb u C
et e
ag u
lo d
um
ac o D
B
le O s lo ng ap o A nt ip ol Le o Tu gas p gu eg i a Sa rao n Pa M bl al o ol os Ci ty C al ap an D ag up an B ag ui o
ila
ng e A
te
M an
av i M et
ro
C
To ta l
28
Online Filipinos are young and single… Age Age
Gender Gender
Marital Marital Status Status
50+ 40-49
Married & Others Single
Female
30-39
Male
20-29 10-19 years
General
Netizen*
General
Netizen*
Base: * Past month internet users aged 10+ across all socio-economic classes in National Urban Philippines; Males and Females aged 10+ across all socio-economic classes in National Urban Philippines Source: Yahoo!-Nielsen Net Index 2008; Nielsen Media Index 2008;
General
Netizen*
Skewed towards upscale and well-educated Economic Economic Class Class
Occupation Occupation
Education Education
Housewives & Others
E
Students
D
Blue Collars
Graduate College
C2
White Collars
High School
C1 Professionals
Elementary
AB Businessmen
General
Netizen*
General
Netizen*
Base: * Past month internet users aged 10+ across all socio-economic classes in National Urban Philippines; Males and Females aged 10+ across all socio-economic classes in National Urban Philippines Source: Yahoo!-Nielsen Net Index 2008; Nielsen Media Index 2008;
General
Netizen*
Popular News and Music Sites News Sites
Music Sites
Currently Currently Use Use (%) (%) Yahoo!
Currently Currently Use Use (%) (%) Yahoo! Music
Yahoo! Philippines ABS-CBN
Youtube
GMA MSN.com
CrunchyRoll.com
CNN.com
Base: Past month internet users aged 10+ in National Urban Philippines who have visited news/music sites in the past 3 months Source: Yahoo!-Nielsen Net Index 2008
Web-based Email
Instant Messengers
Currently Currently Use Use (%) (%)
Yahoo! (@yahoo.com)
Currently Currently Use Use (%) (%)
Yahoo!
Yahoo! (@yahoo.com.ph) Google Talk
Hotmail
MSN Windows Live GMail
Base: Past month internet users aged 10+ in National Urban Philippines who have used web-based email/instant messengers in the past 3 months Source: Yahoo!-Nielsen Net Index 2008
Search Engines Currently Currently Use Use (%) (%)
Yahoo!
Google
MSN
Base: Past month internet users aged 10+ in National Urban Philippines who have used search engines in the past 3 months Source: Yahoo!-Nielsen Net Index 2008
For research enquiries:
Jay Bautista Executive Director Nielsen Media Philippines [email protected]
Roger Moy Senior Research & Planning Manager Yahoo! Southeast Asia [email protected]
26 March 2009
proudly supported by
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.
The missing link in the Philippines…
Net Index 2009 •
Media insights play a critical role in connecting your brand meaningfully to your target audiences
•
The internet is an important, fast-growing medium in the Philippines; but insights on Filipino internet users remain limited – Frequent requests for more research and data from media planners and brand marketers
•
Yahoo!-Nielsen Net Index initiative is the first-ever in-depth study of Filipino internet users across 22 major cities – Beyond internet media habits – ‘Big picture’ overview covering cross-media habits, lifestyles, psychographics to brand preferences
Elevate industry understanding of the internet medium in Philippines
Research Design •
Methodology
Personal face-to-face interviews using two-part structured questionnaires (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
•
Sample Size
1,200
•
Sampling Approach
Multi-stage Probability Sampling
•
Fieldwork Period
October – November 2008
Study Scope •
Internet User Profile
•
Internet Access, Usage & Activities
•
Internet Front Pages
•
Search Engines
•
Instant Messengers
•
Web-based Email
•
Social Networking & Community Sites
•
News sites
•
Music sites
•
Mobile Internet
•
Cross Media Usage (including TV, Print and Radio)
•
Product Consumption & Brand Preferences
•
User Psychographics & Attitudes
Media Access/Device Ownership (%) 91
2006
91
2007
2008
93 81
82
82 63
68
72 55 49 43
5
TV Set
Radio
DVD/VCD/VCR Player
Base: Males and Females aged 10+ across all socio-economic classes in National Urban Philippines Source: Nielsen Media Index 2006-2008
Mobile Phone
5
7
Home Internet Access
Media Reach (%) 97 98
2006
2007
2008
92 80
78
69 71 63 62 53
58
46
17 18 16
20 19
15
21 23
18 16
28
7
TV (Past Week)
Radio (Past Outdoor Week) (Past Week)
DVD/VCD (Past Month)
Base: Males and Females aged 10+ across all socio-economic classes in National Urban Philippines Source: Nielsen Media Index 2006-2008
Cinema (Past 6 Months)
Newspaper (Yesterday)
Magazine (AIR)
Internet (Past Month)
Over the past four quarters… Internet Past Month Reach (%)
28.3 26.1 23.4 20.8
Q1 2008
Q2 2008
Base: Males and Females aged 10+ across all socio-economic classes in National Urban Philippines Source: Nielsen Media Index 2008
Q3 2008
Q4 2008
Aggressive ISP marketing initiatives…
Source: Nielsen Advertising Information Service
… driving surge in internet take-up Adspend (Million Pesos) ALL ISPs
PLDT
SMART
GLOBE
ZPEEDEE/SKY INTERNET MOZCOM
OTHERS 2000
2001
2002
Source: Nielsen Advertising Information Service
2003
2004
2005
2006
2007
2008
Results reflect the marketing push… Home Home Computer Computer // Internet Internet Access Access
Internet Internet Service Service Providers Providers (%)
34 Total
PLDT MyDSL
27
88 SEC ABC1
Smart DSL
77
63 SEC C2
Bayantel DSL
52
21 SEC DE
Have computer at home
15
Have home internet access
Base: Past month internet users aged 10+ across all socio-economic classes in National Urban Philippines Source: Yahoo!-Nielsen Net Index 2008
Globe DSL
Different targeting opportunities… Past Week Reach (%)
TV Radio Internet Broadsheet Tabloids Cinema Total
Male
Female
ABC1
Base: Males and Females aged 10+ across all socio-economic classes in National Urban Philippines Source: Nielsen Media Index 2008
C2
DE
Internet - strong affinity with Filipino youth Past Week Reach (%)
TV Radio Internet Broadsheet Tabloids Cinema
10-14 years
15-19 years
20-29 years
30-39 years
Base: Males and Females aged 10+ across all socio-economic classes in National Urban Philippines Source: Nielsen Media Index 2008
40-49 years
50+ years
Internet consumers are attitudinally different Index Index T2B T2B Scores Scores Newspaper Readers
TV Viewers
Radio Listeners
Internet Users
I like to stand out in the crowd
103
102
100
114
It is important to keep young looking
103
101
99
114
I like to keep up with the latest fashion
104
102
100
130
I like to keep up with developments in technology
105
102
101
112
I enjoy owning good quality things
101
101
101
112
It's worth paying extra for quality goods
109
102
100
112
People come to me for advice before buying new things
109
103
103
107
Base: Males and Females aged 10+ across all socio-economic classes in National Urban Philippines Source: Nielsen Media Index 2008
Not just a Metro Manila phenomenon… Past Month Reach (%)
Total Total
Luzon Luzon
Visayas Visayas
Mindanao Mindanao
av Za ao m bo an ga O G za en m er is al Sa nt os
ro O de n ya
ag a C
Base: Males and Females aged 10+ across all socio-economic classes in National Urban Philippines Source: Nielsen Media Index 2008
D
ilo cl ob an
Ilo
Ta
eb u C
et e
ag u
lo d
um
ac o D
B
le O s lo ng ap o A nt ip ol Le o Tu gas p gu eg i a Sa rao n Pa M bl al o ol os Ci ty C al ap an D ag up an B ag ui o
ila
ng e A
te
M an
av i M et
ro
C
To ta l
28
Online Filipinos are young and single… Age Age
Gender Gender
Marital Marital Status Status
50+ 40-49
Married & Others Single
Female
30-39
Male
20-29 10-19 years
General
Netizen*
General
Netizen*
Base: * Past month internet users aged 10+ across all socio-economic classes in National Urban Philippines; Males and Females aged 10+ across all socio-economic classes in National Urban Philippines Source: Yahoo!-Nielsen Net Index 2008; Nielsen Media Index 2008;
General
Netizen*
Skewed towards upscale and well-educated Economic Economic Class Class
Occupation Occupation
Education Education
Housewives & Others
E
Students
D
Blue Collars
Graduate College
C2
White Collars
High School
C1 Professionals
Elementary
AB Businessmen
General
Netizen*
General
Netizen*
Base: * Past month internet users aged 10+ across all socio-economic classes in National Urban Philippines; Males and Females aged 10+ across all socio-economic classes in National Urban Philippines Source: Yahoo!-Nielsen Net Index 2008; Nielsen Media Index 2008;
General
Netizen*
Popular News and Music Sites News Sites
Music Sites
Currently Currently Use Use (%) (%) Yahoo!
Currently Currently Use Use (%) (%) Yahoo! Music
Yahoo! Philippines ABS-CBN
Youtube
GMA MSN.com
CrunchyRoll.com
CNN.com
Base: Past month internet users aged 10+ in National Urban Philippines who have visited news/music sites in the past 3 months Source: Yahoo!-Nielsen Net Index 2008
Web-based Email
Instant Messengers
Currently Currently Use Use (%) (%)
Yahoo! (@yahoo.com)
Currently Currently Use Use (%) (%)
Yahoo!
Yahoo! (@yahoo.com.ph) Google Talk
Hotmail
MSN Windows Live GMail
Base: Past month internet users aged 10+ in National Urban Philippines who have used web-based email/instant messengers in the past 3 months Source: Yahoo!-Nielsen Net Index 2008
Search Engines Currently Currently Use Use (%) (%)
Yahoo!
MSN
Base: Past month internet users aged 10+ in National Urban Philippines who have used search engines in the past 3 months Source: Yahoo!-Nielsen Net Index 2008
For research enquiries:
Jay Bautista Executive Director Nielsen Media Philippines [email protected]
Roger Moy Senior Research & Planning Manager Yahoo! Southeast Asia [email protected]
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