Social media usage in the philippines 2011
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Social media usage in the philippines 2011

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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

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

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  • 1. Prepared by the External Relations Unit (ERU)-Rowland
  • 2. 29,700,000 Internetusers as of Jun/10, 19.7%penetration, per Yahoo-NielsenMedia Index 2011 (Philippinepopulation stands at101,833,938 (2011)25,307,800 Facebookusers on June30/11, 33% penetration
  • 3. Newspapers Magazines 7% 5% Time Consumption Radio Cable TV 8% 15% Television FM Radio 48% 39% Free TV Internet 31% 32% Internet 15% Reliable Media Sources for Filipinos Synovate Media Atlas 2010-2011
  • 4. Segment Description Consuming Habits Practical and mid-aged group, with most They like to be informed about Up-To-Date being 25-34 years of age, well- the purchases they make. They educated with college degrees, refer to ads, online forums and working full-time and follow blogs and speak to friends the latest fashion and trends about their purchases. They also tend to compare prices Class C socio-economic class and rationalize purchases they make, on whether it is a need Lifestyle Segments or luxury Health & 15-24 age group, are high disciplined breadwinners “who school graduates and have know they have to take care of Status received some college their bodies in order to Conscious education. Majority of this continue earning.” Youth segment belong to Class DE and are working full-time, “They also have aspirations and research showed. social status is very important to them,” .This group also does indifferent Practical online research, listens to FM radio but does not read youth and up-to- magazines as much. 24% date 30% Brand mostly from the 25-44 age prefers to buy the well known group, have college degrees or brands because they are secure Loyalists at least completed high school, in their choices. They may not work full-time and come from be as affluent as Class ABC but the Class C and D they get exactly what they pay health and socioeconomic classes for. They don’t use media as brand much to inform their purchases status compared to segment loyalist conscious 24% youth Indifferent 15-24 age bracket; are well "They have a lot of spontaneity educated, working full time; in what they do. They go for 22% Youth and are the most upscale fun and pleasure, something “having the biggest number that they can enjoy with friends belonging to Class ABC+.” Sarthou said this segment is aSource: Synovate Media Atlas 2010- very distinct group of people who are “indifferent to health2011 and fitness.”
  • 5. 878590 7977 78 7780 6870 64 61 586050 Desktop PC40 3129 32 26 Notebook/laptop30 23 25 18 17 Smartphone20 Tablet PC10 2 0 Source: Nielsen Southeast Asia Digital Consumer Report 2011
  • 6. Internet Growth and Penetration, 2000-2010 Pop % Internet Penetration 2.60% 9.30% 297000000 14.60% 2000000 24.50% 7820000 29.70% 14000000 24000000 2000 2005 2008 2009 2010Sources: ITU (2000), CI Almanac (2005), Yahoo! (2008), NielsenResearch 2009 and ITU (2010)
  • 7. TOP 20 COUNTRIES WITH HIGHEST NUMBER OF INTERNET USERS Internet Users Internet Users Penetration World Country or # Region Population, 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) Themost 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.
  • 8. Internet Penetration 67% 38% 33% 31% 21%Singapore Malaysia Philippines Thailand Indonesia Source: Nielsen Southeast Asia Digital Consumer Report (September 30, 2011)
  • 9. 30 2525 22 2020 17 1615 141050 indonesia malaysia philippines singapore thailand vietnam Source: Yahoo! Nielsen Media Atlas Study, 2011
  • 10. Nielsen Net Index 2010 showed that Filipino Internet Penetration per Internet users are more Age Group likely to be opinion leaders65% and early adopters compared to traditional media consumers. They are 48% likely to be individualistic, trend conscious, willing to pay 24% for quality products, and are tech enthusiasts. 13% 4% They also want to own quality items and pay extra for these goods. People15-19 20-30 30-40 40-50 50up even come to them for advice before buying goods.
  • 11. 87% 75% 70% 63% 61% 59% 56% 54% 54% 49% Source: 2011 Report of the Presidential Commission on Information and Communications Technology
  • 12. 80 76 7370 63 68 67 6365 6560 58 54 54 53 5350 4540 37 33 36 36 34 3030 25 22 23 24 24 24 28 2020 15 1510 2009 0 2010 Source: Nielsen Southeast Asia Digital Consumer Report (September 30, 2011)
  • 13. 80% 70%70%60%50% 45%40%30% 20% 17%20% 15% 12% 8% 7% 7%10% 0% Source: Nielsen Southeast Asia Digital Consumer Report (September 30, 2011)
  • 14. 52% 67%Of Filipinos have high-speed interconnection athome74% Visited Social Networking sites while only 40% use emails 64%Of 15-19 year olds Online product reviews 61%use internet cafes and discussion forums are one of the most trusted sources of 24% recommendations in purchase decision making, second only toOf Filipinos use their recommendations fromphones to access online family and friends Close to two thirds of digital Of Filipinos trust Filipinos (64%) use social consumer opinions posted media as a resource in online, higher than purchase decision making. regional average
  • 15.  The Philippines is the social networking capital in Asia Pop participation in Social Networks 93.90% 90.90% 90.20% 89.20% 88.40% 87.50% 87.20% 87.20% 86.90% 86.20%
  • 16. 26,751,000 (asof November2011-- 98.1% of Filipino Internet users or 4.12 90.3% of Filipino Internet users Million have watched a have read a blog. RP ranks 5th in video in the world in using Blogger as Youtube, Google Video blog platformRP is ranked 8th in high or one of the manypenetration with 16.1%.The number of Filipino video sharing sitesTwitter users has gone (Universal McCannup in 2010, representing Study 2010)1.08 percent of all usersworldwide. In April There are approximately 13,0002009, the Philippines registered Filipino online sellers inranked 12th amongcountries with the Multiply as early as January 2010.highest number of (Yahoo-Nielsen Media Study 2010)Twitter users.
  • 17. Saudi Arabia South Korea 3% 3%Pakistan Taiwan India 3% 7% 20%Malaysia 8% Japan 3% Thailand 7% Indonesia 28% Philippines 18%
  • 18. 120.00% 104.42%100.00% 80.00% 65.32% 60.00% 53.89% 48.68% 46.76% 40.00% 30.12% 19.89% 21.72% 17.91% 20.00% 11.98% 0.00% Source: Socialbakers study, 2011 and TrendStream
  • 19. Rankin g Country User Change % Change -/+ Penetration Share in Top 8 Facebook1 United +234 260 0.15% 50.28% Communities States 155,981,4602 Indonesia 40,829,720 +1 536 140 3.91% 16.80% Mexico 8% Phils3 India 38,045,000 +1 622 020 4.45% 3.24% 7% United4 Kingdom 30,481,300 +984 460 3.34% 48.89% Brazil US 8% 41%5 Turkey 30,473,280 -261 820 -0.85% 39.17% Turkey6 Brazil +2 514 380 9.00% 15.14% 30,453,260 8%7 Mexico 30,121,400 +766 740 2.61% 26.78% UK 8%8 Philippine +30 080 0.11% 26.78% India s 26,752,000 10% Indonesia Source: Socialbakers study, 2011 10%
  • 20. Internet usage per age group, Nielsen Net Index Initiative 201060% 50%50% 41%40%30% 19%20% 12%10% 3%0% 10to19 20to29 30to39 40to49 50plus
  • 21. Yahoo/Nielsen Net Index 2010120 102 105 101 97 97100 87 80 60 40 20 0 10 to 14 15to19 20to29 30to39 40to49 50plus
  • 22.  Of the 24 Million Facebook users, only 14.4 •60% of the pop •They send messages million are Messengers directly to their FB contacts actively engaged •73% of the pop •They pass along (Trendstream Media Content sharers content which they find interesting in the web Study, February 2011) •46% of active FB users Joiners or creators •They use FB just to of groups create groups
  • 23. • 28% of Filipino Urban dwellers are internet users : Yahoo-Nielsen Net IndexSource • Only 34% have computer at Initiative home and 25% have home CDE ABC internet access • Only 21% of CDE class have computer at home •71% of Filipino Internet Users 15% 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 85% in other regions, specially Mindanao (Davao City, Cagayan, General Santos, Zamboanga)
  • 24.  Search has growth significantly due to increased usage of Young and Not so Young segments of the Philippine population 2009 2010 Entertainment-related content key Music growth driver upload/download 41 38 Video Mobile internet catching up but high Upload/download 25 22 tariffs from phone service providers soruce: Yahoo!-Nielsen Net Index 2010 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
  • 25.  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)
  • 26.  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
  • 27. Social Media Research and Usage presented by Ricky Rivera, November 2011