Yahoo-Nielsen Net Index 2010

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Yahoo-Nielsen Net Index 2010

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Yahoo-Nielsen Net Index 2010

  1. 1. Digital Philippines 2010 Yahoo!-Nielsen Net Index Highlights Manila, Philippines 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..
  2. 2. Yahoo!-Nielsen Net Index 2010 • At Yahoo! and Nielsen, we believe in the power of deep, fact-based insights that drive bigger ideas and better results for our clients • In 2009, Yahoo!- Nielsen Net Index initiative was launched to gather a baseline understanding of Filipino internet users across 22 major cities – Single-source cross-media view i.e. beyond internet media – ‘Big picture’ overview covering media habits, lifestyles, psychographics to brand preferences • 2010 wave aims to gain deeper insights into areas of current, topical interest – Expanded coverage with increased sample sizes – Expanded scope to track shifts in consumer behaviour
  3. 3. Research Design • Methodology Personal face-to-face interviews using two-part structured questionnaire (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 1,500 • Sampling Approach Multi-stage Probability Sampling • Fieldwork Period February 2010
  4. 4. Study Scope 2008/09 2009/10 Internet User Profile x x Internet Access & Activities x x Web Motivations x Expanded Internet Portals x x Search Engines x x Web Based E-mail x x Instant Messengers x x Social Networking x x Community Groups/Forums x Expanded Blogging x User Generated Content x
  5. 5. Study Scope 2008/09 2009/10 Mobile Internet x Expanded Online Transactions x Online Gaming x Online News x Cross Media Usage (Including TV, Print And Radio) x x Product Consumption & Brand Preferences x x User Psychographics & Attitudes x Expanded
  6. 6. 2008-2009: Recap
  7. 7. Internet - strong affinity with the upscale… Past Week Reach (%) Base: Males and Females aged 10+ across all socio-economic classes in National Urban Philippines Source: Nielsen Media Index 2009
  8. 8. … and the Filipino youth Past Week Reach (%) Base: Males and Females aged 10+ across all socio-economic classes in National Urban Philippines Source: Nielsen Media Index 2009
  9. 9. Not just a Metro Manila phenomenon Total Luzon Visayas Mindanao Base: Males and Females aged 10+ across all socio-economic classes in National Urban Philippines Source: Nielsen Media Index 2009
  10. 10. Internet cafes – the dominant place of access Place of Access - Past 3 Months (%) Share of Internet Hours Base: Males and Females aged 10+ across all socio-economic classes in National Urban Philippines Source: Nielsen Media Index 2009
  11. 11. 2009-2010: Shifts and Trends
  12. 12. From shared to private access Place of Internet access - P3M (%) 2009 2010 71 69 31 27 7 7 6 5 4 5 2 0 Internet cafes Home School Work Friend's house Cellphone/ PDA Base: Males and Females aged 10+ across all socio-economic classes in National Urban Philippines Source: Nielsen Media Index 2009
  13. 13. Driven by the upper middle SECs… Home Computer Access (%) Internet Access (%) 2009 2010 Base: Males and Females aged 10+ across all socio-economic classes in National Urban Philippines Source: Nielsen Media Index 2009
  14. 14. Metro Manila still largest but Tier 2 cities catching up Total Luzon Visayas Mindanao 40 37 34 35 32 33 30 31 31 29 27 27 25 24 24 24 22 17 Note: 2009 data is based on Q4 sample while 2010 data is based on 12-month rolling sample Base: Males and Females aged 10+ across all socio-economic classes in National Urban Philippines Source: Nielsen Media Index 2009
  15. 15. Core online activities remain unchanged but preferences are evolving… Select Monthly Online Activities (%) 2009 2010* Search 58 76 Internet Portal 54 73 Instant messaging 63 68 Visiting public chat rooms 54 67 Email 63 65 Visiting Social Networking sites - 53 Played games online 53 45 Downloaded or uploaded music files online 25 37 Used a webcam/made a video conferencing call on internet 33 36 Watched TV programs or video clips online 22 36 Sent internet SMS 23 34 Visited website where you find knowledge contributed others 19 30 Visiting UGC Sites - 30 Shared/posted something online that you created yourself 15 24 Listen to internet radio 28 20 Activities showing significant increase at 95% confidence levels Base: Past month Internet users aged 10+ across National Urban Philippines Source: Yahoo!-Nielsen Net Index 2010
  16. 16. Even more prevalent than core communication activities Past Month Usage (%) Email Messenger Search 68 77 65 63 63 58 2009 2010 2009 2010 2009 2010 Rank 2 3 1 2 3 1 Base: Past month Internet users aged 10+ across National Urban Philippines Source: Yahoo!-Nielsen Net Index 2010
  17. 17. Search emerging as the top online activity
  18. 18. Search has grown significantly… 2009 2010 Past Month Reach (%) Base: Past month Internet users aged 10+ across National Urban Philippines Source: Yahoo!-Nielsen Net Index 2010
  19. 19. The Young and the ‘not-so-young’ driving this trend Total Age Gender SEC Base: Past month Internet users aged 10+ across National Urban Philippines Source: Yahoo!-Nielsen Net Index 2010
  20. 20. Entertainment related content the key driver Items searched online (%) Base: Past month Internet users aged 10+ across National Urban Philippines who have used a search engine in the past month Source: Yahoo!-Nielsen Net Index 2010
  21. 21. Watch the third-screen: Mobile internet catching up fast
  22. 22. Attractive tariffs driving internet access through Mobile phones 2009 2010 Past Month Reach (%) Base: Past month Internet users aged 10+ across National Urban Philippines Source: Yahoo!-Nielsen Net Index 2010
  23. 23. Especially among young adults Total Age Gender SEC 9 9 5 6 5 4 4 3 2 2 2 Total 10-14 15-19 20-29 30-39 40-49 Male Female SEC ABC1 SEC C2 SEC DE years years years years years Base: Males and Females aged 10+ across all socio-economic classes in National Urban Philippines Source: Nielsen Media Index 2009
  24. 24. Sizeable proportion expected to increase their future usage Future Usage (%) Base: Past month Internet users aged 10+ across National Urban Philippines who have used mobile Internet in the past month Source: Yahoo!-Nielsen Net Index 2010
  25. 25. Messaging and emailing key drivers Mobile Internet Activities (%) Base: Past month Internet users aged 10+ across National Urban Philippines who have used mobile Internet in the past month Source: Yahoo!-Nielsen Net Index 2010
  26. 26. Social media is changing the rules of engagement
  27. 27. Visiting social networking and UGC sites more popular than forums and blogs Past Month Activities (%) Base: Past month Internet users aged 10+ across National Urban Philippines Source: Yahoo!-Nielsen Net Index 2010
  28. 28. Though preferences do vary Index Scores* Total SEC SEC SEC 10-14 15-19 20-29 30-39 40-49 50+ (%) ABC1 C2 DE years years years years years years Social Networking 53 107 103 97 97 102 105 87 101 99 UGC 30 114 98 97 90 118 95 93 87 103 Forums 11 112 163 75 42 79 113 162 167 212 Blog 7 114 158 77 62 54 92 233 53 442 Base: Past month Internet users aged 10+ across National Urban Philippines Source: Yahoo!-Nielsen Net Index 2010
  29. 29. Social networking remains stable… 2009 2010 Past Month Usage (%) Facebook 83 4 Note: The 2009 figure for Social Networking includes Community groups/forums Base: Past month Internet users aged 10+ across National Urban Philippines Base: Past month Internet users aged 10+ across National Urban Philippines who have visited Social Networking sites in the past month Source: Yahoo!-Nielsen Net Index 2010
  30. 30. …but site preferences are changing 2009 2010 Currently Use (%) Facebook 83 4 Base: Past month Internet users aged 10+ across National Urban Philippines who have visited Social Networking sites in the past month Source: Yahoo!-Nielsen Net Index 2010
  31. 31. A platform to connect and communicate Reasons for using Social Networking Sites (%) Base: Past month Internet users aged 10+ across National Urban Philippines who have visited Social Networking sites in the past month Source: Yahoo!-Nielsen Net Index 2010
  32. 32. Social networks do differ for the young and ‘not-so-young’… Index Scores* Total 10-14 15-19 20-29 30-39 40-49 50+ Social Network Contacts (%) years years years years years years Regular friends 96 97 103 100 100 94 97 Friends with whom you had lost contact 39 69 104 120 84 69 136 Family members 56 91 91 100 124 117 155 People from outside your city/country 25 56 111 102 148 92 17 People you only know in the virtual world 23 70 120 100 111 101 4 People you met once or twice in person 5 53 137 101 102 36 47 Referrals from friends 9 64 118 114 91 65 - Co-workers 5 15 15 109 200 415 1021 Base: Past month Internet users aged 10+ across National Urban Philippines who have visited Social Networking sites in the past month Source: Yahoo!-Nielsen Net Index 2010
  33. 33. Online Entertainment is BIG among Filipinos
  34. 34. Online music and videos has attracted significant interest… 2009 2010 2009 2010 Music Upload/Download (%) Video Upload/Download (%) 41 38 25 22 2009 2010 2009 2010 Base: Past month Internet users aged 10+ across National Urban Philippines Source: Yahoo!-Nielsen Net Index 2010
  35. 35. Evident from the popularity of online music videos Type of videos accessed online (%) Base: Past month Internet users aged 10+ across National Urban Philippines who have accessed UGC sites in the past month Source: Yahoo!-Nielsen Net Index 2010
  36. 36. Youth are the primary drivers Total 10-14 15-19 20-29 30-39 40-49 50+ Content accessed (%) years years years years years years Watched TV programs/ Video Clips online 36 88 114 116 94 69 28 Download/Upload Music online 37 83 135 106 95 40 37 Base: Past month Internet users aged 10+ across National Urban Philippines Source: Yahoo!-Nielsen Net Index 2010
  37. 37. Music and videos accessed through portals as well search engines Preferred content on Internet Portals (%) Items searched online (%) Base: Past month Internet users aged 10+ across National Urban Philippines who have used Internet Portal/Search engine in the past month Source: Yahoo!-Nielsen Net Index 2010
  38. 38. For information on Yahoo!-Nielsen Net Index 2010 (Philippines) contact: ph-sales@yahoo-inc.com

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