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DigPH2015 - Laurent Goirand: The PH Digital Consumer
The document outlines the digital landscape in the Philippines, highlighting significant internet access and mobile penetration statistics as of Q4 2014. It emphasizes the importance of mobile-first strategies for businesses and the rising trend of social media, particularly Facebook, as a critical channel for engagement and customer support. Additionally, it discusses the shifting consumption patterns of entertainment content among Filipinos, underscoring the need for brands to balance both branded and unbranded content to effectively reach consumers.
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DigPH2015 - Laurent Goirand: The PH Digital Consumer
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- 2. What do wemean by digital?
- 3. Sources: Internet WorldStats, Internet Live Stats, GSMA Intelligence, eMarketer, GlobalWebIndex | Q4 2014 Philippines 108 39 115 25 37 Million Filipinos Million Have Internet Access Million Mobile Penetration 95% prepaid; 42% mobile broadband Million Smartphones Million Facebook Account Owners Few numbers 23% penetration rate 9% to 23% in 1 year
- 4. 16 to 24– 31% 25 to 34 – 29% 35 to 44 – 21% 45 to 54 – 12% 55 to 64 – 6% Source: GlobalWebIndex | Q3 2014 Philippines 52% Female | 48% Male
- 5. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Q1 2011 Q22011 Q4 2011 Q2 2012 Q2 2013 Q3 2013 Q4 2013 Q1 2014 Q2 2014 Q3 2014 Mobile phone Personal PC/laptop Tablet device e.g. iPad Work PC/laptop Source: GlobalWebIndex | Q3 2014 Philippines Mobile internet access almost at par with desktop internet access.
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- 8. We can look atendless graph and numbers…
- 9. But what reallymatter Isn’t numbers any more…
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- 13. Bus Stop Train Station Office CoffeeShop Supermarket Home Home “One day in our life”
- 14. Source: TNS ConnectedLife 2014
- 15. Source: GlobalWebIndex |Q3 2014 Philippines Mobile is a constant touch point throughout the day
- 16. Source: GlobalWebIndex |Q3 2014 Philippines Philippines Global Average Mobile Internet Usage 2012 45% 58% 2013 49% 64% 2014 61% 70% Daily Time Spent on Mobile Internet (Hours) 2012 1.48 1.24 2013 2.05 1.55 2014 2.72 1.85 Top Mobile Operating Systems Android 71% 68% iOS (iPhone) 22% 20% Windows Phone 8% 6% Mobile Sharing (% of mobile users who share device with others 34% 27%
- 17. Roughly 1% to3% of digital spend going to mobile
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- 19. 1st key Think mobilefirst
- 20. 1st key Think mobilefirst In the context of your business
- 22. 0% 5% 10%15% 20% 25% Less than 30 minutes 30 minutes to 1 Hour 1 to 2 Hours 2 to 3 Hours 3 to 4 Hours 4 to 6 Hours 6 to 10 Hours More than 10 Hours Do not use Global Philippines Source: GlobalWebIndex | Q3 2014 Philippines
- 23. 37 Million Facebook Account Owners 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Q2 2013 Q32013 Q4 2013 Q1 2014 Q2 2014 Q3 2014 Account Ownership (Facebook) Active Usage (Facebook) Source: GlobalWebIndex | Q3 2014 Philippines Filipinos remain very active in Facebook
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- 26. Reach is declining.. To favor onlythe best audience?
- 27. Some content gotmore traction
- 28. From FB perspective it seemsto pay…
- 30. 2nd key Social becomesa strategic paid channel
- 31. 2nd key Social becomesa strategic paid channel & A key customer support channel
- 33. Source: TNS ConnectedLife 2014 Entertainment is next highest form of content Filipinos consume next to social media online
- 34. Watched a video78% Checked information on music, leisure or entertainment 64% Watched a full length film 59% Watched television shows on demand (not live) through an Internet service 59% Listened to music on a music streaming service 58% Played an online game 57% Watched a vlog (a video of a blogger talking about something) 45% Streamed a full length TV show LIVE 44% Listened / watched a podcast 43% Listened to LIVE radio online 41% Watched a full length sports program 41% Subscribed to an RSS feed 32% Source: GlobalWebIndex | Q4 2014 Philippines Watching videos are among the top entertainment activities online.
- 35. Brands usually look at getting 80%reach on TV
- 36. 60% reach on TV 15%incremental reach through online TV What if ?
- 37. We are cravingfor content So how to I take advantage of this for my business?
- 41. 3rd key Engage throughcontent Wisely mix branded and unbranded content
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- 44. Data is more powerfulthan ever but we need to find smart ways to look at it
- 45. Site visits Impressions Reach Sentiments Sale Credit cardacquisition Visit to showroom And it is not only
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- 48. 4th key Measure andvisualize your performance to take business decisions
- 54. 5th key Digital isnot replacing our traditional channels It s giving them a new life
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- 57. THANKS LAURENT GOIRAND HEAD OFDIGITAL GROUPM LAURENT.GOIRAND@GROUPM.COM