PurpleBug Study - How the Pandemic has Changed Pinoy Media Consumption

I’m Online!
How the pandemic has changed media
consumption in the Philippines
A study by
Copyright 2021 – PurpleBug, Inc. All rights reserved. Strictly Confidential.

TABLE OF CONTENTS
DEMOGRAPHICS OF RESPONDENTS
INTERNET USAGE
MEDIA AND INTERNET CONSUMPTION
CONTENT CONSUMPTION DURING QUARANTINE
Consumption of News and Updates
Learning Consumption
Social Media Consumption
Movies / Series / Show Consumption
Gaming / E-Sports Consumption
Other Quaran-things to Kill Boredom
EXTERNAL REFERENCES

“A significant proportion of the world's population is currently under some form
of lockdown, to curtail the spread of COVID-19. As a result of these lockdowns,
we're consuming unprecedented levels of media to keep us entertained whilst
staying safe indoors.”
— Jones, 2020 (Visual Capitalist)

RESPONDENT DEMOGRAPHICS
Metro
Manila
41.05%
Luzon
41.05%
Visayas
10.70%
Mindanao
7.19%
1. Quezon City 55
2. Caloocan 39
3. Manila 32
4. Cavite 29
5. Rizal 27
6. Bulacan 25
7. Cebu 21
8. Laguna 20
9. Pampanga 18
10. Batangas 16
Top 10 Cities/Provinces
with Most Respondents
Location of Consumer Respondents
151
290
99
30
Generation Z
(23 and below)
Millennial
(24 to 39)
Generation X
(40 to 55)
Baby Boomers
(56 to 74)
Age
Generation
Age Generation of Respondents
Female
82.28%
Male
17.72%
Gender of
Consumer
Respondents
570 responses were
gathered via an online
survey from August 6
to 22, 2021.
100
159
201
8 66 36
Student Employed Unemployed Retired Self-employed Freelance
Occupational Status of Respondents
318
133
76 43
Not working Working remotely Working non-
remote
Both remote and
non-remote
Work Arrangement of Respondents

Internet Devices Used by Consumer Respondents
350
150
50
20
Only 1
At least 2
At least 3
All 4
No.
of
Internet
Devices
Used
77
168
546
89
Desktop Laptop Smartphone Tablet
Internet Devices Used
350 out of 570 respondents access the internet through just 1 device; for most people, they prefer using smartphone.

Consumers’ Access Methods to Connect to the Internet
440 out of 570 respondents only have 1 mode of accessing the internet; for most people, they prefer using mobile data.
86
206
420
DSL Fiber internet Mobile data
Internet connection modes
440
118
12
Only 1 mode
2 modes
3 modes
No.
of
Used
Internet
Access
Methods
1
1
2
2
25
34
123
382
Movies
Online shopping
Online classroom platform
Games
Searching something online
News and current events
Emails
Social media
First Thing to Check on the Internet
According to Jones (2020), people,
regardless of generation, are relying
more on their devices to be
informed and get distracted during
this pandemic. This creates a huge
opportunity for companies to
engage with their audience.

MEDIA AND INTERNET CONSUMPTION:
PRE- vs. DURING QUARANTINE
62
215
148
61
84
42
140 138
101
149
Less than an hour 1 to 3 hours 4 to 6 hours 6 to 8 hours More than 8 hours
No. of Hours
Before Quarantine During Quarantine
Internet Hourly Consumption Pre- vs. During Quarantine Facebook Hourly Consumption Pre- vs. During Quarantine
1
125
257
118
33 36
1 83
213
154
60 59
Not using
platform
Less than an
hour
1 to 3 hours 4 to 6 hours 6 to 8 hours More than 8
hours
No. of Hours
Twitter Hourly Consumption Pre- vs. During Quarantine
163
302
73 19 7 6
170
259
84 35 10 12
Not using platform
Less than an hour 1 to 3 hours 4 to 6 hours 6 to 8 hoursMore than 8 hours
No. of Hours
Instagram Hourly Consumption Pre- vs. During Quarantine
94
297
122 38 11 8
100
246
132
55 22 15
Not using platform
No. of Hours

YouTube Hourly Consumption Pre- vs. During Quarantine TikTok Hourly Consumption Pre- vs. During Quarantine
Snapchat Hourly Consumption Pre- vs. During Quarantine Spotify Hourly Consumption Pre- vs. During Quarantine
8
153
238
115
31 25
14
109
209
138
59 41
Not using platform
Less than an hour 1 to 3 hours 4 to 6 hours 6 to 8 hoursMore than 8 hours
No. of Hours
181
269
69 34
13 4
185
251
81 30 14 9
Not using platform
No. of Hours
209
298
42 14 4 3
224
280
40 17 6 3
Not using
platform
Less than an
hour
1 to 3 hours 4 to 6 hours 6 to 8 hours More than 8
hours
No. of Hours
181
261
74 34 9 11
191
239
67 42 17 14
Not using platform
No. of Hours

iTunes Hourly Consumption Pre- vs. During Quarantine Netflix Hourly Consumption Pre- vs. During Quarantine
246
274
29 10 4 7
262 255
29 15 3 6
Not using platform
No. of Hours
180
196
107
51 23 13
179 186
73 63 39 30
Not using platform
No. of Hours

94
126
160
204
239
251
331
501
Sports news
Tech news
Business and finance news
Celebrity/Showbiz/Influencer…
Political news
Non-COVID current events
Entertainment news
COVID-19 updates
1
3
7
12
31
163
353
Google news
Blog posts
Printed publications
Word-of-mouth
News websites
Broadcast
Social media
Primary Source of News Types of News Consumed During Quarantine
• Social media is becoming a news hub nowadays as it has become people's primary news source.
• Based on Global Web Index’s findings, 68% of global consumers across markets, income groups, gender,
and generation heavily consume news related to coronavirus.
NEWS AND UPDATES CONSUMPTION

50
127
113
143 137
1 2 3 4 5
Trustworthiness of News Source: News Channel (TV) Trustworthiness of News Source: Radio Stations
Statistical evidence suggests that Age, Occupational Status, and Internet Consumption during quarantine are factors in
determining netizen’s trust for Government Agency Websites as a news source for COVID-19 information.
Trustworthiness of News Source: Government Agency Websites
Statistical evidence suggests that Age, Occupational Status, and Internet Consumption during
quarantine are factors in determining netizen’s trust for Local News Websites as a news source for
COVID-19 information.
Trustworthiness of News Source: Local News Websites
Statistical evidence suggests that Age might be a factor in determining netizen’s
trust for TV News Channels as a news source for COVID-19 information.
58
129 124
137
122
1 2 3 4 5
Statistical evidence suggests that Age and Internet Consumption during quarantine are factors in
determining netizen’s trust for Radio Stations as a news source for COVID-19 information.
66
143
120
130
111
1 2 3 4 5
46
129
115
149
131
1 2 3 4 5

Trustworthiness of News Source: International News Websites Trustworthiness of News Source: Scientific Articles
Statistical evidence suggests that Current Work Arrangement might be a factor in determining netizen’s
trust for Social Media News as a news source for COVID-19 information.
Trustworthiness of News Source: News Shared in Social Media
Statistical evidence suggests that Current Work Arrangement and Internet Consumption during
quarantine might be factors in determining netizen’s trust for Blog Posts as a news source for
COVID-19 information.
Trustworthiness of News Source: Blog Posts
Statistical evidence suggests that Internet Consumption during quarantine might be a factor in
determining netizen’s trust for International News Websites as a news source for COVID-19 information.
Statistical evidence suggests that Internet Consumption during quarantine might be a factor in
determining netizen’s trust for Scientific Articles as a news source for COVID-19 information.
45
132
121
145
127
1 2 3 4 5
93
124 133 124
96
1 2 3 4 5
141
165 156
86
22
1 2 3 4 5
186 176
140
58
10
1 2 3 4 5

Trustworthiness of News Source: Word-of-Mouth
None of the tested independent variables are factors that would determine netizens’
trust for Word-of-Mouth as a news source for COVID-19 information.
219
154
114
60
23
1 2 3 4 5

LEARNING CONSUMPTION
15
67
67
98
122
136
155
164
165
168
200
368
Others
Web Development
Film & Videography
Dance
Writing
Photography
Arts & Crafts
Language
Productivity
Music
Profession-related
Cooking & Baking
Learning Topics
13
130
184
189
243
399
Others
Blog articles
MOOCs
Books and/or magazines
Webinars/Online workshops
YouTube
Go-To Learning Platforms
Yes
90.70%
No
9.30%
Around 91% out of 570
respondents are consuming
learning content during this
quarantine.
Among the explanatory variables
tested, none of them seem to be
predictors that would determine
netizens’ desire to consume
learning content.
For people who are consuming learning content during quarantine,
YouTube is their go-to platform, with most of them searching for
topics related to Cooking and Baking.

SOCIAL MEDIA CONSUMPTION
5
45
152
157
178
184
221
263
272
330
444
Others
Producing/Live streaming audio-visual content
Sharing images produced by others
Posting my (self-produced) images/videos…
Sharing myopinions more
Reading more posts about celebrities and/or…
Looking at and sharing memes
Reading and sharingarticles/opinions of…
Watching vlogs of influencers and/or other…
Watching more videos/livestream videos of…
Reading and sharingnews stories
Social Media Activities During Quarantine
43
56
244
181
46
Strongly disagree Disagree Neutral Agree Strongly agree
Store Preference: Physical Store vs. Online

SOCIAL MEDIA CONSUMPTION
Yes
82.6
3%
No
17.37
%
1. Personal care / Toiletries 83
2. Grocery Food Items 66
3. Healthcare &
Pharmaceutical products
59
4. Ready-to-Eat / Takeout
Food
54
5. Protective Essentials
against COVID-19
52
Top 5 Product Categories
Consumers Desire to Purchase
After Seeing Ad
=
Age and Occupational Status seem to be significant predictors that would determine
netizens’ desire to purchase product/brand after seeing an ad on social media.
82.63% out of 570 netizens said
that they’ve developed a desire
to purchase a product/brand
after they saw an advertisement
on social media.
1. Beauty and Cosmetics 64
2. Grocery Food Items 61
3. Personal Care / Toiletries 53
4. Protective Essentials against
COVID-19
40
5. Ready-to-Eat / Takeout
Food
34
Top 5 Product Categories Consumers
Desire to Purchase After Seeing an
Influencer Talk About or Advertise
Product/Brand
Occupational Status seems to be a significant predictor that would determine netizens’
desire to purchase product/brand after seeing/watching an influencer talk or advertise
about it.
75.79% out of 570 netizens said
that they’ve developed a desire
to purchase a product/brand
after they saw/watched an
influencer talked about or
advertised the product/brand.
Yes
75.7
9%
No
24.2
1%

MOVIES / SERIES / SHOW CONSUMPTION
32
59
148
202
233
321
DVDs/CDs
Non-subscription websites
Offline downloads
Subscription streaming…
TV
YouTube
Go-to Platforms When Watching Shows
According to Jones (April 2020), consumers are
more inclined to invest in subscription services when
it comes to their show consumption. Contradicting
her claim, since we are in the Philippine setting,
Filipinos tend to go to YouTube to check out shows
they want to watch, mainly movies whether local
and international.
8
107
134
142
209
217
265
370
Others
Cartoons
Anime
Local TV series
Foreign series
Documentaries
K-Drama
Movies (local &…
Types of Shows Watched During Quarantine
78.95%
16.84%
4.21%
Yes
Same
consumption
Never
watched
Around 79% of 570 netizens have been
watching more shows during this quarantine.
Statistical evidence suggests that Age and
Internet Consumption during quarantine might
be factors in determining netizens’ show
consumption.

GAMING / E-SPORTS CONSUMPTION
21 55
219
Consoles PC / Desktop / Laptop Mobile
Go-to Platforms When Playing Games
40.70%
27.72%
31.58%
Yes
Same consumption
Never played
Statistical evidence suggests that Age, Current Work Arrangement, and
Internet Consumption during quarantine might be factors in determining
netizens’ gaming/e-sports consumption.
Since live sports programming was on a pause since the outbreak, Nielsen's
Managing Director of Sports Jon Stainer stated that video gaming and e-
sports helped consumers get distracted of what's happening in the real world.
playing more games/e-sports during this
quarantine.
Statistical evidence suggests that Age, Gender, Occupational Status,
Current Work Arrangement, and Internet Consumption during quarantine
might be factors in determining netizens’ gameplay video consumption.
Streamlabs data (as stated by Hall of World Economic Forum, May 2020)
shows that Facebook Gaming, YouTube Gaming and Twitch have experienced
surge in growth during the quarantine.
watching more gameplay videos and
livestreams during this quarantine.
38.95%
23.16%
37.89%
Yes
Same consumption
Never watched
182 171
57 7
Facebook YouTube Livestreaming
sites/apps
Others
Go-to Platforms When Watching Gameplay Videos and Livestreams

OTHER QUARAN-THINGS TO KILL BOREDOM
13
104
116
116
154
157
235
436
Other activities that require the internet
Creating digital content
Listening to podcasts
Staying off / Activities that do not require
internet
Reading online comics and webtoons
Consuming workout videos/apps
Reading books and/or e-books
Music streaming/listening
"People are consuming a
wide variety of
entertaining content
online during the
outbreak.“
Based on Global Web
Index's data as visualized
by Visual Capitalist (April
2020), music listening
was the second among
quarantine internet
activities people usually
do during this pandemic
(about 58% of consumers
do this). Searching for
COVID-19 updates was on
the top of the list.

EXTERNAL REFERENCES
3, 2, 1 Go! Video Gaming is at an All-Time High During COVID-19. Retrieved October 22, 2020 from https://ww
w.nielsen.com/us/en/insights/article/2020/3-2-1-go-video-gaming-is-at-an-all-time-high-during-
covid-19/.
Gilsenan, K. (July 2020). Closely connected: social media’s role during COVID-19. Retrieved October 19, 2020 from
https://blog.globalwebindex.com/trends/social-media-covid-19/.
GWI Coronavirus Research (April 2020). Series 4: Media Consumption and Sport. Retrieved October 14, 2020 from
https://www.globalwebindex.com/hubfs/1.%20Coronavirus%20Research%20PDFs/GWI%20coronavir
us%2 0findings%20April%202020%20-%20Media%20Consumption%20(Release%204).pdf.
Hall, S. (May 2020). How COVID-19 is taking gaming and esports to the next level. Retrieved October 22, 2020
from https://www.weforum.org/agenda/2020/05/covid-19-taking-gaming-and-esports-next-level/
Jones, K. (April 2020). How COVID-19 Has Impacted Media Consumption, by Generation. Retrieved October 14,
2020 from https://www.visualcapitalist.com/media-consumption-covid-19/.
Koeze, E. & Popper, N. (April 2020). The Virus Changed the Way We Internet. Retrieved October 14, 2020 from
https: //www. nytimes.com/interactive/2020/04/07/technology/coronavirus-internet-use.html
Media Consumption in the Age of COVID-19. Retrieved October 14, 2020 from
https://www.jpmorgan.com/insights/ research/media-consumption.
Trifonova, V. (August 2020). How the outbreak has changed the way we use social media. Retrieved October 19,
2020 from https://blog.globalwebindex.com/chart-of-the-week/social-media-amid-the-outbreak/.

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