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Our Mobile Planet:
Philippines
Understanding the Mobile Consumer
May 2013

Google Confidential and Proprietary

1
Executive Summary
Smartphones have become an indispensable part of our daily lives. Smartphone penetration is
currently at 39% and these smartphone owners are becoming increasingly reliant on their devices. 45%
access the Internet every day on their smartphone and 77% never leave home without it. Implication:
Businesses that make mobile a central part of their strategy will benefit from the opportunity to engage
the new constantly connected consumer.
Smartphones have transformed consumer behaviour. Mobile search, video, app usage and social
networking are prolific. Smartphone users are multi-tasking their media with 93% using their phone while
doing other things such as watching TV (42%). Implication: Extending advertising strategies to include
mobile and developing integrated cross-media campaigns can reach today’s consumers more effectively.

Smartphones help users navigate the world. Appearing on smartphones is critical for local businesses.
93% of smartphone users look for local information on their phone and 88% take action as a result, such
as making a purchase or contacting the business. Implication: Ensuring that clickable phone numbers
appear in local results and leveraging location based services on mobile make it easy
for consumers to connect directly with businesses.
Smartphones have changed the way that consumers shop. Smartphones are critical shopping tools
with 88% of users having researched a product or service on their device. Smartphone research
influences buyer decisions and purchases across channels. 32% of smartphone users have made
a purchase on their phone. Implication: Having a mobile-optimised site is critical and a cross-channel
strategy is needed to engage consumers across the multiple paths to purchase.
Smartphones help advertisers connect with consumers. Mobile ads are noticed by 98% of
smartphone users. Smartphones are also a critical component of traditional advertising as 85% have
performed a search on their smartphone after seeing an offline ad. Implication: Making mobile ads
a part of an integrated marketing strategy can drive greater consumer engagement.
Google Confidential and Proprietary

2
Understanding the Mobile Consumer
This survey is designed
to gain insights into how
consumers use the Internet
on their smartphones
In detail:

DAY

How are smartphones
used in daily life?

How do consumers multi-task
with their smartphones?

What activities are consumers
conducting on their smartphones?

•  Facts and figures about smartphone adoption
and usage
•  Internet usage in general, search, video,
social networking, mobile advertising
and m-commerce behaviour via smartphones
•  This country report is part of a global
smartphone study conducted in multiple
countries. Visit thinkwithgoogle.com/
mobileplanet for access to additional tools
and data

What role do smartphones play
in the shopping process?

How do consumers respond
to ads, offline and on mobile?

Google Confidential and Proprietary

3
Agenda

1

Smartphones are Indispensable to Daily Life

2

Smartphones Have Transformed Consumer Behaviour

3

Smartphones Help Users Navigate the World

4

Smartphones Change the Way that Consumers Shop

5

Smartphones Help Advertisers Connect with Customers

Google Confidential and Proprietary

4
SMARTPHONES
ARE INDISPENSABLE
TO DAILY LIFE

Google Confidential and Proprietary

5
Smartphone Penetration

39%
Q1 2013

Base: National representative population 16+, n= 1.000
Q1:
Which if any of the following devices do you currently use?

Google Confidential and Proprietary

6
Smartphones are a Central Part of
Our Daily Lives

45%

have used their smartphones
every day in the past 7 days

Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000
Q18: Thinking about the last seven days, on how many days were you online with ...?

Google Confidential and Proprietary

7
Smartphones are Always On, Always with You

77%

don’t leave home without
their device
Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000
Q52: To what extent do you agree to each of these statements?, Top2 Boxes; scale from 5 – completely agree to 1 – completely
disagree. "I don’t leave house without my smartphone"

Google Confidential and Proprietary

8
Smartphones Are Used Everywhere
Place of Use

95%

Home
Work

95%
At home

82%

Restaurant

82%
78%

On-the-go

74%

Cafe or coffee shop

78%

In a store
At a social gathering/function/event

On the go

72%
72%
70%

Public transport

72%

School
Airport

57%
55%

In a store

Doctor's office

Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000
Q16: Where do you tend to use your smartphone? Please first select at which locations you ever use it - even if only seldom.

51%

Google Confidential and Proprietary

9
Perceived Smartphone Usage Intensity
increased in last six months

%
33

Spent more time
online with their
smartphone in the
last 6 months

Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000
Q21: Thinking about the last 6 months, have you been using your smartphone to access the Internet more or less than you had before?

Google Confidential and Proprietary

10
Smartphones Have Become so Important
to Consumers that …

39%

would rather give up
TV than their smartphone

Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000
Q52: To what extent do you agree with each of these statements?, Top2 Boxes; scale from 5 – completely agree to 1 – completely disagree. I
would rather give up TV than my smartphone. "I would rather give up my TV / desktop PC than my smartphone"

Google Confidential and Proprietary

11
SMARTPHONES
HAVE TRANSFORMED
CONSUMER BEHAVIOUR

Google Confidential and Proprietary

12
Smartphones are
a Major Access
Point for Search

63%
search on their
smartphones
every day

Base: Private smartphone users who use the Internet in general and who are searching via search engine, Smartphone n= 954
Q31: How often do you do searches (via Google, Yahoo!, Bing, etc.) on your smartphone?

Google Confidential and Proprietary

13
Smartphones Inform Our Daily Life

53%
Travel

51%

Job Offers

63%
Product Info

49%

Restaurants, Pubs & Bars

38%

Apartments, Housing info

Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000
Q23: Which of the following activities do you do with your smartphone? Please indicate whether you ever do this at all.

Google Confidential and Proprietary

14
Smartphones are a Multi-Activity Portal

87%

Communication

69%

Accessed a social network (e.g. updated a
status message, checked messages or
friends' pages)

80%
76%

Emailed (sent or read)

Read news on newspaper or magazine portals

57%

Reviewed websites blogs or message boards

57%

Stay Informed
84%

Browsed the Internet

95%
Entertainment

Listened to music

78%

Played games

78%

Watched videos on a video sharing website
(e.g. YouTube.com)

Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000
Q23: Which of the following activities do you do with your smartphone? Please indicate whether you ever do this at all.

70%

Google Confidential and Proprietary

15
App Usage is Ubiquitous

18

apps installed
on average

9
4
Base:
Base:
Q25:
Q26:

apps used in the
last 30 days

paid apps installed
on average

Private smartphone users who use the Internet in general, Smartphone n= 1.000 Q24: How many apps do you currently have on your smartphone?
Google Confidential and Proprietary
Private smartphone users who use the Internet in general and who have, at minimum, one app on their smartphone, n= 996
And of the apps that you currently have installed on your smartphone, how many have you used actively in the last 30 days?
And of the apps that you currently have installed on your smartphone, how many have you purchased for a certain amount in an app distribution platform ?

16
Smartphones Users are Avid Video Watchers

87%
watch video

34%
use video at least
once a day

Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000
Q35: How often do you watch videos via websites or apps (e.g. short video clips,
videos of TV shows, TV movies online, etc.) on your smartphone?

Google Confidential and Proprietary

17
Smartphone Users are Frequent
Social Networkers

96%
visit social
networks

63%
visit at least
once a day

Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000 Q38:
How often do you visit a social network (via websites or apps) on your smartphone?

Google Confidential and Proprietary

18
Smartphones Are Used While Multi-tasking with
Other Media
Listen to music

62%
Read a book

Watch TV

21%

42%

%
93
Use
smartphone
while…

Watch movies

37%

Use Internet

58%

Play video games

Read magazines/
newspapers

30%

27%

Base: Private smartphone users who use the Internet in general and who were online yesterday with their smartphone, n= 1000
Q22: When you use the Internet on your smartphone, which if any of the following – do you normally do at the same time?

Google Confidential and Proprietary

19
SMARTPHONES
HELP USERS

NAVIGATE THE WORLD
AROUND THEM

Google Confidential and Proprietary

20
93%

of smartphone users have
looked for local
information

88%

have taken action as
a result

Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000
Q33: How often do you look for information about local businesses or services on your smartphone? (Ever)
Base: Private smartphone users who use the Internet in general and who look at least less than once a month for information
their smartphone, Smartphone n= 933
Q34
Which of the following actions have you taken after having looked up this type of information (business or services close to your
location)?

on

Google Confidential and Proprietary

21
Looking for Local Information is a Frequent
Smartphone Activity

72%

44%

Look for local information
at least once a week

Look for local information
daily

Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000
Q33: How often do you look for information about local businesses or services on your smartphone? (Ever)

Google Confidential and Proprietary

22
Local Information Seekers Take Action

45%

connected with the
business

68%

visited the
business

35%

told others
about it

26%

made a purchase

Looked the business up on a map or got
directions to the business or service

35%
26%

Called the business or service

Visited the website of the business or
service

56%

Visited a business (e.g. shop or
restaurant)

Read or wrote a review about a business
or service

37%

22%

Recommended a business or service to
someone else

20%

Made a puchase from a business online

20%

Made a purchase from a business in-store

Base: Private smartphone users who use the Internet in general and who look at least less than once a month for
information on their smartphone, Smartphone n= 933
Q34: Which of the following actions have you taken after having looked up this type of information (business or
services close to your location)?

14%

Google Confidential and Proprietary

23
SMARTPHONES

CHANGE THE WAY THAT
CONSUMERS SHOP

Google Confidential and Proprietary

24
Smartphones Allow Users to Research Products
Anytime, Anywhere
Place of Search
69%

Home

69%

43%

Work

At home

26%

Café or coffee shop

21%

Restaurant

23%

On the go
On-the-go

17%
In a store

Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000
Q51a: And where were you when you researched for products or services with your smartphone?

In a store

Public transport

21%

17%

14%

Google Confidential and Proprietary

25
88%
have researched
a product or service
on their phone

Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000
Q51a: And where were you when you researched for products or services with your smartphone?

Google Confidential and Proprietary

26
Smartphones are Our Primary Shopping
Companions

I have changed my
mind about purchasing
a product or service
in a shop as of a result of information

33%

that I gathered using my smartphone.

I have changed my mind about
purchasing a product or service
online as of a result of information that

30%

I gathered using my smartphone.

Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000
Q52: To what extent do you agree to each of these statements? Please answer on a scale from 1 to 5. A "1" means that you completely disagree
with the statement, a "5" means that you completely agree with the statement.

Google Confidential and Proprietary

27
Research that Starts on Smartphones Leads
to Purchases Across Channels
Research

on smartphone

42%
40%

then purchased
then purchased

via computer

then purchased

it offline

Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000
Q48: Listed below are various products or services. For each of these products or services please indicate which statement applies to you.

Google Confidential and Proprietary

28
Smartphones Are an Emerging Point of
Purchase

32%
of smartphone users
have purchased
a product or service
on their smartphone

61%
of these smartphone shoppers
have made a purchase
in the past month
Base:
Q44:
Base:
Q45:

Private smartphone users who use the Internet in general, Smartphone n= 1.000
Have you ever purchased a product or service over the Internet on your smartphone? By product or service we mean everything that you can buy
excluding apps.
Private smartphone users who use the Internet in general and who purchased via Internet on their smartphone n= 319
Have you made a purchase by using your smartphone in the past month?

Google Confidential and Proprietary

29
Smartphones Shoppers are Frequent Buyers

68%

make mobile purchases
at least once a month

Base:

Private smartphone users who use the Internet in general and who purchased via Internet on their smartphone, Smartphone n= 319 Q47:
How frequently do you purchase products or services with your smartphone?

Google Confidential and Proprietary

30
Barriers to Mobile Commerce Still Exist

Cannot trust credit card security on mobile
device

39%

Screen size is too small

29%

It takes too much time to open the web site page

28%

Cannot see detailed product/service information

28%

Hard to compare prices and options

27%

Mobile online access tend to be interrupted

26%

Information is not rich enough

Base: Private smartphone users who use the Internet in general and who NOT purchased via Internet on their smartphone n= 681 Q46:
Why have you not made a purchase using your smartphone? – Top 7

21%

Google Confidential and Proprietary

31
Smartphones

Help Advertisers Connect
With Their Customers

Google Confidential and Proprietary

32
Offline Ad Exposure Leads to Mobile Search
Ad location

85%
have performed
a mobile search after
seeing an ad
Base: Private smartphone users who use the Internet in general, n= 1000
Q43a: Thinking about the last 6 months, how often have you used your smartphone to do a search in
response to an ad you have seen in a magazine, on a poster, on TV or in a shop/business?

TV

Shop/business

81%

80%

Magazines

Posters / Billboards

76%

74%

Google Confidential and Proprietary

33
98%
of smartphone users
notice mobile ads

Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000
Q41: How often do you notice advertising when you are using the browser or an app on your
smartphone? (Ever)

Google Confidential and Proprietary

34
Mobile Ads Make an Impression

41%
While in app

Where Mobile Ads Are Noticed
58%

While on a website

While using a search engine

While in an app

58%
While on
a website

42%

42%

41%

33%

While watching a video

While using
a search engine
While on a video website

33%

White watching
a video

While on a retailer website

Base: Private smartphone users who use the Internet in general and who at least rarely notice advertising n= 976
Q42: Where have you noticed advertising when using your smartphone?

26%

21%

Google Confidential and Proprietary

35
Background

Google Confidential and Proprietary

36
Research Methodology
•  In partnership with Ipsos MediaCT, we interviewed a total of 1,000
Philippine online adults (18-64 years of age) who identified themselves
as using a smartphone to access the Internet
•  The distribution is according to a national representative study and the
data is weighted on age, gender, region, brand of smartphone, mobile
internet usage frequency and tablet usage
•  A smartphone is defined as "a mobile phone offering advanced
capabilities, often with PC-like functionality or ability to
download apps"
•  Respondents were asked a variety of questions around device usage,
mobile search, video, social, web and commerce behaviour and mobile
advertising
•  Interviews were conducted in Q1 2013
Google Confidential and Proprietary

37
Demographics

Gender

47%

Female

53%

Male

35%

18-24 Years

33%

25-34 Years

Age

17%

35-44 Years

11%

45-54 Years
55+ Years

3%
71%

Urban

Area

19%

Suburban

10%

Rural

54%

Single

Marital
Status

Living with partner

5%
38%

Married
Widowed
Divorce/separated

1%
2%

Base: Private smartphone users who use the Internet in general, n= 1.000
S2. Please indicate your gender. / S1. What is your age? / D3. In what area do you live? D2. What is your marital status?

Google Confidential and Proprietary

38
Demographics
Completed High School

Education

Some / Completed Vocational

2%
4%
82%

Some / Completed College

11%

Post Graduate

Employment
Status

81%

Employed (full-time/part-time)
Retired

1%

Student

8%

Unemployed / housewife or househusband

9%

PHP Below 7.999
PHP 8.000 - 14.999
PHP 15.000 - 29.999

Income

PHP 30.000 - 49.999
PHP 50.000 - 99.999
PHP 100.000 - 149.999

4%
7%
9%
7%
9%
10%
39%

PHP 150.000 or more
Don't know/ no answer

Base: Private smartphone users who use the Internet in general, n= 1.000
D4. What is the highest level of education that you have completed? D5. Which of the following best describes your
employment status? D8. Which of these ranges comes closest to the total (annual) income of your household
before anything is deducted for VAT, National Insurance (Social security), pension schemes, etc.?

15%

Google Confidential and Proprietary

39

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Google Mobile Report 2013 (Philippines)

  • 1. Our Mobile Planet: Philippines Understanding the Mobile Consumer May 2013 Google Confidential and Proprietary 1
  • 2. Executive Summary Smartphones have become an indispensable part of our daily lives. Smartphone penetration is currently at 39% and these smartphone owners are becoming increasingly reliant on their devices. 45% access the Internet every day on their smartphone and 77% never leave home without it. Implication: Businesses that make mobile a central part of their strategy will benefit from the opportunity to engage the new constantly connected consumer. Smartphones have transformed consumer behaviour. Mobile search, video, app usage and social networking are prolific. Smartphone users are multi-tasking their media with 93% using their phone while doing other things such as watching TV (42%). Implication: Extending advertising strategies to include mobile and developing integrated cross-media campaigns can reach today’s consumers more effectively. Smartphones help users navigate the world. Appearing on smartphones is critical for local businesses. 93% of smartphone users look for local information on their phone and 88% take action as a result, such as making a purchase or contacting the business. Implication: Ensuring that clickable phone numbers appear in local results and leveraging location based services on mobile make it easy for consumers to connect directly with businesses. Smartphones have changed the way that consumers shop. Smartphones are critical shopping tools with 88% of users having researched a product or service on their device. Smartphone research influences buyer decisions and purchases across channels. 32% of smartphone users have made a purchase on their phone. Implication: Having a mobile-optimised site is critical and a cross-channel strategy is needed to engage consumers across the multiple paths to purchase. Smartphones help advertisers connect with consumers. Mobile ads are noticed by 98% of smartphone users. Smartphones are also a critical component of traditional advertising as 85% have performed a search on their smartphone after seeing an offline ad. Implication: Making mobile ads a part of an integrated marketing strategy can drive greater consumer engagement. Google Confidential and Proprietary 2
  • 3. Understanding the Mobile Consumer This survey is designed to gain insights into how consumers use the Internet on their smartphones In detail: DAY How are smartphones used in daily life? How do consumers multi-task with their smartphones? What activities are consumers conducting on their smartphones? •  Facts and figures about smartphone adoption and usage •  Internet usage in general, search, video, social networking, mobile advertising and m-commerce behaviour via smartphones •  This country report is part of a global smartphone study conducted in multiple countries. Visit thinkwithgoogle.com/ mobileplanet for access to additional tools and data What role do smartphones play in the shopping process? How do consumers respond to ads, offline and on mobile? Google Confidential and Proprietary 3
  • 4. Agenda 1 Smartphones are Indispensable to Daily Life 2 Smartphones Have Transformed Consumer Behaviour 3 Smartphones Help Users Navigate the World 4 Smartphones Change the Way that Consumers Shop 5 Smartphones Help Advertisers Connect with Customers Google Confidential and Proprietary 4
  • 5. SMARTPHONES ARE INDISPENSABLE TO DAILY LIFE Google Confidential and Proprietary 5
  • 6. Smartphone Penetration 39% Q1 2013 Base: National representative population 16+, n= 1.000 Q1: Which if any of the following devices do you currently use? Google Confidential and Proprietary 6
  • 7. Smartphones are a Central Part of Our Daily Lives 45% have used their smartphones every day in the past 7 days Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000 Q18: Thinking about the last seven days, on how many days were you online with ...? Google Confidential and Proprietary 7
  • 8. Smartphones are Always On, Always with You 77% don’t leave home without their device Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000 Q52: To what extent do you agree to each of these statements?, Top2 Boxes; scale from 5 – completely agree to 1 – completely disagree. "I don’t leave house without my smartphone" Google Confidential and Proprietary 8
  • 9. Smartphones Are Used Everywhere Place of Use 95% Home Work 95% At home 82% Restaurant 82% 78% On-the-go 74% Cafe or coffee shop 78% In a store At a social gathering/function/event On the go 72% 72% 70% Public transport 72% School Airport 57% 55% In a store Doctor's office Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000 Q16: Where do you tend to use your smartphone? Please first select at which locations you ever use it - even if only seldom. 51% Google Confidential and Proprietary 9
  • 10. Perceived Smartphone Usage Intensity increased in last six months % 33 Spent more time online with their smartphone in the last 6 months Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000 Q21: Thinking about the last 6 months, have you been using your smartphone to access the Internet more or less than you had before? Google Confidential and Proprietary 10
  • 11. Smartphones Have Become so Important to Consumers that … 39% would rather give up TV than their smartphone Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000 Q52: To what extent do you agree with each of these statements?, Top2 Boxes; scale from 5 – completely agree to 1 – completely disagree. I would rather give up TV than my smartphone. "I would rather give up my TV / desktop PC than my smartphone" Google Confidential and Proprietary 11
  • 13. Smartphones are a Major Access Point for Search 63% search on their smartphones every day Base: Private smartphone users who use the Internet in general and who are searching via search engine, Smartphone n= 954 Q31: How often do you do searches (via Google, Yahoo!, Bing, etc.) on your smartphone? Google Confidential and Proprietary 13
  • 14. Smartphones Inform Our Daily Life 53% Travel 51% Job Offers 63% Product Info 49% Restaurants, Pubs & Bars 38% Apartments, Housing info Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000 Q23: Which of the following activities do you do with your smartphone? Please indicate whether you ever do this at all. Google Confidential and Proprietary 14
  • 15. Smartphones are a Multi-Activity Portal 87% Communication 69% Accessed a social network (e.g. updated a status message, checked messages or friends' pages) 80% 76% Emailed (sent or read) Read news on newspaper or magazine portals 57% Reviewed websites blogs or message boards 57% Stay Informed 84% Browsed the Internet 95% Entertainment Listened to music 78% Played games 78% Watched videos on a video sharing website (e.g. YouTube.com) Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000 Q23: Which of the following activities do you do with your smartphone? Please indicate whether you ever do this at all. 70% Google Confidential and Proprietary 15
  • 16. App Usage is Ubiquitous 18 apps installed on average 9 4 Base: Base: Q25: Q26: apps used in the last 30 days paid apps installed on average Private smartphone users who use the Internet in general, Smartphone n= 1.000 Q24: How many apps do you currently have on your smartphone? Google Confidential and Proprietary Private smartphone users who use the Internet in general and who have, at minimum, one app on their smartphone, n= 996 And of the apps that you currently have installed on your smartphone, how many have you used actively in the last 30 days? And of the apps that you currently have installed on your smartphone, how many have you purchased for a certain amount in an app distribution platform ? 16
  • 17. Smartphones Users are Avid Video Watchers 87% watch video 34% use video at least once a day Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000 Q35: How often do you watch videos via websites or apps (e.g. short video clips, videos of TV shows, TV movies online, etc.) on your smartphone? Google Confidential and Proprietary 17
  • 18. Smartphone Users are Frequent Social Networkers 96% visit social networks 63% visit at least once a day Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000 Q38: How often do you visit a social network (via websites or apps) on your smartphone? Google Confidential and Proprietary 18
  • 19. Smartphones Are Used While Multi-tasking with Other Media Listen to music 62% Read a book Watch TV 21% 42% % 93 Use smartphone while… Watch movies 37% Use Internet 58% Play video games Read magazines/ newspapers 30% 27% Base: Private smartphone users who use the Internet in general and who were online yesterday with their smartphone, n= 1000 Q22: When you use the Internet on your smartphone, which if any of the following – do you normally do at the same time? Google Confidential and Proprietary 19
  • 20. SMARTPHONES HELP USERS NAVIGATE THE WORLD AROUND THEM Google Confidential and Proprietary 20
  • 21. 93% of smartphone users have looked for local information 88% have taken action as a result Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000 Q33: How often do you look for information about local businesses or services on your smartphone? (Ever) Base: Private smartphone users who use the Internet in general and who look at least less than once a month for information their smartphone, Smartphone n= 933 Q34 Which of the following actions have you taken after having looked up this type of information (business or services close to your location)? on Google Confidential and Proprietary 21
  • 22. Looking for Local Information is a Frequent Smartphone Activity 72% 44% Look for local information at least once a week Look for local information daily Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000 Q33: How often do you look for information about local businesses or services on your smartphone? (Ever) Google Confidential and Proprietary 22
  • 23. Local Information Seekers Take Action 45% connected with the business 68% visited the business 35% told others about it 26% made a purchase Looked the business up on a map or got directions to the business or service 35% 26% Called the business or service Visited the website of the business or service 56% Visited a business (e.g. shop or restaurant) Read or wrote a review about a business or service 37% 22% Recommended a business or service to someone else 20% Made a puchase from a business online 20% Made a purchase from a business in-store Base: Private smartphone users who use the Internet in general and who look at least less than once a month for information on their smartphone, Smartphone n= 933 Q34: Which of the following actions have you taken after having looked up this type of information (business or services close to your location)? 14% Google Confidential and Proprietary 23
  • 24. SMARTPHONES CHANGE THE WAY THAT CONSUMERS SHOP Google Confidential and Proprietary 24
  • 25. Smartphones Allow Users to Research Products Anytime, Anywhere Place of Search 69% Home 69% 43% Work At home 26% Café or coffee shop 21% Restaurant 23% On the go On-the-go 17% In a store Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000 Q51a: And where were you when you researched for products or services with your smartphone? In a store Public transport 21% 17% 14% Google Confidential and Proprietary 25
  • 26. 88% have researched a product or service on their phone Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000 Q51a: And where were you when you researched for products or services with your smartphone? Google Confidential and Proprietary 26
  • 27. Smartphones are Our Primary Shopping Companions I have changed my mind about purchasing a product or service in a shop as of a result of information 33% that I gathered using my smartphone. I have changed my mind about purchasing a product or service online as of a result of information that 30% I gathered using my smartphone. Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000 Q52: To what extent do you agree to each of these statements? Please answer on a scale from 1 to 5. A "1" means that you completely disagree with the statement, a "5" means that you completely agree with the statement. Google Confidential and Proprietary 27
  • 28. Research that Starts on Smartphones Leads to Purchases Across Channels Research on smartphone 42% 40% then purchased then purchased via computer then purchased it offline Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000 Q48: Listed below are various products or services. For each of these products or services please indicate which statement applies to you. Google Confidential and Proprietary 28
  • 29. Smartphones Are an Emerging Point of Purchase 32% of smartphone users have purchased a product or service on their smartphone 61% of these smartphone shoppers have made a purchase in the past month Base: Q44: Base: Q45: Private smartphone users who use the Internet in general, Smartphone n= 1.000 Have you ever purchased a product or service over the Internet on your smartphone? By product or service we mean everything that you can buy excluding apps. Private smartphone users who use the Internet in general and who purchased via Internet on their smartphone n= 319 Have you made a purchase by using your smartphone in the past month? Google Confidential and Proprietary 29
  • 30. Smartphones Shoppers are Frequent Buyers 68% make mobile purchases at least once a month Base: Private smartphone users who use the Internet in general and who purchased via Internet on their smartphone, Smartphone n= 319 Q47: How frequently do you purchase products or services with your smartphone? Google Confidential and Proprietary 30
  • 31. Barriers to Mobile Commerce Still Exist Cannot trust credit card security on mobile device 39% Screen size is too small 29% It takes too much time to open the web site page 28% Cannot see detailed product/service information 28% Hard to compare prices and options 27% Mobile online access tend to be interrupted 26% Information is not rich enough Base: Private smartphone users who use the Internet in general and who NOT purchased via Internet on their smartphone n= 681 Q46: Why have you not made a purchase using your smartphone? – Top 7 21% Google Confidential and Proprietary 31
  • 32. Smartphones Help Advertisers Connect With Their Customers Google Confidential and Proprietary 32
  • 33. Offline Ad Exposure Leads to Mobile Search Ad location 85% have performed a mobile search after seeing an ad Base: Private smartphone users who use the Internet in general, n= 1000 Q43a: Thinking about the last 6 months, how often have you used your smartphone to do a search in response to an ad you have seen in a magazine, on a poster, on TV or in a shop/business? TV Shop/business 81% 80% Magazines Posters / Billboards 76% 74% Google Confidential and Proprietary 33
  • 34. 98% of smartphone users notice mobile ads Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000 Q41: How often do you notice advertising when you are using the browser or an app on your smartphone? (Ever) Google Confidential and Proprietary 34
  • 35. Mobile Ads Make an Impression 41% While in app Where Mobile Ads Are Noticed 58% While on a website While using a search engine While in an app 58% While on a website 42% 42% 41% 33% While watching a video While using a search engine While on a video website 33% White watching a video While on a retailer website Base: Private smartphone users who use the Internet in general and who at least rarely notice advertising n= 976 Q42: Where have you noticed advertising when using your smartphone? 26% 21% Google Confidential and Proprietary 35
  • 37. Research Methodology •  In partnership with Ipsos MediaCT, we interviewed a total of 1,000 Philippine online adults (18-64 years of age) who identified themselves as using a smartphone to access the Internet •  The distribution is according to a national representative study and the data is weighted on age, gender, region, brand of smartphone, mobile internet usage frequency and tablet usage •  A smartphone is defined as "a mobile phone offering advanced capabilities, often with PC-like functionality or ability to download apps" •  Respondents were asked a variety of questions around device usage, mobile search, video, social, web and commerce behaviour and mobile advertising •  Interviews were conducted in Q1 2013 Google Confidential and Proprietary 37
  • 38. Demographics Gender 47% Female 53% Male 35% 18-24 Years 33% 25-34 Years Age 17% 35-44 Years 11% 45-54 Years 55+ Years 3% 71% Urban Area 19% Suburban 10% Rural 54% Single Marital Status Living with partner 5% 38% Married Widowed Divorce/separated 1% 2% Base: Private smartphone users who use the Internet in general, n= 1.000 S2. Please indicate your gender. / S1. What is your age? / D3. In what area do you live? D2. What is your marital status? Google Confidential and Proprietary 38
  • 39. Demographics Completed High School Education Some / Completed Vocational 2% 4% 82% Some / Completed College 11% Post Graduate Employment Status 81% Employed (full-time/part-time) Retired 1% Student 8% Unemployed / housewife or househusband 9% PHP Below 7.999 PHP 8.000 - 14.999 PHP 15.000 - 29.999 Income PHP 30.000 - 49.999 PHP 50.000 - 99.999 PHP 100.000 - 149.999 4% 7% 9% 7% 9% 10% 39% PHP 150.000 or more Don't know/ no answer Base: Private smartphone users who use the Internet in general, n= 1.000 D4. What is the highest level of education that you have completed? D5. Which of the following best describes your employment status? D8. Which of these ranges comes closest to the total (annual) income of your household before anything is deducted for VAT, National Insurance (Social security), pension schemes, etc.? 15% Google Confidential and Proprietary 39