Social Media Usage in the Philippines 2011
Prepared by the External Relations Unit (ERU)-Rowland
Basic Indicators: 2010-2011
29,700,000 Internet users as of Jun/10, 19.7% penetration, per Yahoo-Nielsen Media Index 2011 (Philippine population stands at 101,833,938 (2011)
25,307,800 Facebook users on June 30/11, 33% penetration
Television48%
Internet32%
Radio8%
Newspa-pers7%
Magazines5%
Reliable Media Sources for Filipinos
Synovate Media Atlas 2010-2011
Media Consumption in RP: 2010-2011
Cable TV
15%
Free TV32%
Internet15%
FM Radio39%
Time Consumption
Practical and up-to-
date30%
health and
status con-
scious youth22%
brand loyal-ist
24%
indifferent youth24%
Lifestyle Segments
Lifestyle segments of Media Consumers
Segment Description Consuming Habits
Practical and Up-To-Date
mid-aged group, with most being 25-34 years of age, well-educated with college degrees, working full-time and follow the latest fashion and trends
Class C socio-economic class
They like to be informed about the purchases they make. They refer to ads, online forums and blogs and speak to friends about their purchases. They also tend to compare prices and rationalize purchases they make, on whether it is a need or luxury
Health & Status Conscious Youth
15-24 age group, are high school graduates and have received some college education. Majority of this segment belong to Class DE and are working full-time, research showed.
disciplined breadwinners “who know they have to take care of their bodies in order to continue earning.”
“They also have aspirations and social status is very important to them,” .This group also does online research, listens to FM radio but does not read magazines
as much.
Brand Loyalists
mostly from the 25-44 age group, have college degrees or at least completed high school, work full-time and come from the Class C and D socioeconomic classes
prefers to buy the well known brands because they are secure in their choices. They may not be as affluent as Class ABC but they get exactly what they pay for. They don’t use media as much to inform their purchases compared to segment
Indifferent Youth
15-24 age bracket; are well educated, working full time; and are the most upscale “having the biggest number belonging to Class ABC+.”
Sarthou said this segment is a very distinct group of people who are “indifferent to health and fitness.”
"They have a lot of spontaneity in what they do. They go for fun and pleasure, something that they can enjoy with friends
Source: Synovate Media Atlas 2010-2011
indo
nesia
malay
sia
philipp
ines
singa
pore
thailand
viet
nam
0
10
20
30
40
50
60
70
80
90
31
68
29
79
58
87
61
25
78 77
64
85
77
32
2
18 1723
26
Desktop PCNotebook/laptopSmartphoneTablet PC
Device Use in RP
Source: Nielsen Southeast Asia Digital Consumer Report 2011
2000 2005 2008 2009 2010
20000007820000
1400000024000000
297000000
2.60%9.30%
14.60%24.50%
29.70%
Internet Growth and Penetration, 2000-2010
Pop % Internet Penetration
Sources: ITU (2000), CI Almanac (2005), Yahoo! (2008), Nielsen Research 2009 and ITU (2010)
Internet Growth
Phils ranks 17th in Countries with Highest Number of Internet Users
TOP 20 COUNTRIES WITH HIGHEST NUMBER OF INTERNET USERS
#Country or
Region Population,
Internet Users Internet Users Penetration World
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) The most 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.
Singapore Malaysia Philippines Thailand Indonesia
67%
38%33% 31%
21%
Internet Penetration
Digital Usage of Filipinos
Source: Nielsen Southeast Asia Digital Consumer Report (September 30, 2011)
indonesia malaysia philippines singapore thailand vietnam0
5
10
15
20
25
30
14
2022
25
17 16
Internet time usage (Hr)
Source: Yahoo! Nielsen Media Atlas Study, 2011
15-19 20-30 30-40 40-50 50up
65%
48%
24%
13%
4%
Internet Penetra-tion per Age Group
Age & Likely PreferencesNielsen Net Index 2010 showed that Filipino Internet users are more likely to be opinion leaders and early adopters compared to traditional media consumers. They are likely to be individualistic, trend conscious, willing to pay for quality products, and are tech enthusiasts.
They also want to own quality items and pay extra for these goods. People even come to them for advice before buying goods.
using
web-b
ased
em
ails
instan
t mes
seng
er to
cha
t
read
ing
news o
nline
using
sear
ch e
ngine
befo
re p
urch
ase
read
ing
onlin
e ne
wslette
rs
visiting
job
site
shar
ing
pict
ures
sour
cing
info
abo
ut m
ovies/D
VD
bran
d re
sear
ch
read
ing
spon
sore
d co
nten
t
87%75% 70%
63% 61% 59% 56% 54% 54% 49%
Top 10 Online Activities of Filipinos
Source: 2011 Report of the Presidential Commission on Information and Communications Technology
Searc
h
Inte
rnet
Por
tal
Inst
ant M
essa
ging
Visitin
g Public
chat
room
s
Visitin
g Soc
ial n
etwor
king s
ites
Play
onlin
e gam
es
Downlo
aded
or u
pload
ed m
usic fi
les
used w
ebco
m/v
ideo
con
fere
ncing
watch
ed in
tern
et T
V
sent i
ntern
et sm
s
visit
ed w
ebsit
e fo
r know
ledge
visit
ing U
GC site
s
shar
ed/p
oste
d som
ethin
g onlin
e
liste
n to in
tern
et ra
dio0
1020304050607080
5854
63
54
63
53 53
25
33
22 23
15
30
15
28
7673
68 67 65 65
45
37 36 36 34
24 24 2420
20092010
Online Usage of Filipinos: 2010-2011
Source: Nielsen Southeast Asia Digital Consumer Report (September 30, 2011)
Friend
s/Fam
ily
Online
prod
uct R
eviews
Discus
sion
foru
ms
Televis
ion
Prod
uct w
eb si
tes
News s
ourc
es
Influ
entia
l Blogg
ers
Socia
l Med
ia si
tes
Unkno
wn pe
ers
0%
10%
20%
30%
40%
50%
60%
70%
80%70%
45%
20% 17% 15% 12%8% 7% 7%
Most Trusted Sources in Decision-Making in RP
Source: Nielsen Southeast Asia Digital Consumer Report (September 30, 2011)
State of Play in Philippines
52%Of Filipinos have high-speed interconnection at home
74%Of 15-19 year olds use internet cafes
24%Of Filipinos use their phones to access online
67%Visited Social Networking sites while only
40% use
emails
61%
Of Filipinos trust consumer opinions posted online, higher than regional average
64%
Online product reviews and discussion forums are one of the most trusted sources of recommendations in purchase decision making, second only to recommendations from family and friendsClose to two thirds of digital Filipinos (64%) use social media as a resource in purchase decision making.
The Philippines is the social networking capital in Asia
Present State of Play in RP (2011)
Philip
pine
s
Israe
l
Turk
eyChi
le
Argen
tina
Malay
sia
Indo
nesia
Peru
Colom
bia
Venez
uela
93.90%
90.90%90.20%
89.20%88.40%
87.50% 87.20% 87.20% 86.90%86.20%
Pop participation in Social Networks
Top 5 Social Media Networks in the Philippines
26,751,000 (as of November 2011--
RP is ranked 8th in high penetration with 16.1%. The number of Filipino Twitter users has gone up in 2010, representing 1.08 percent of all users worldwide. In April 2009, the Philippines ranked 12th among countries with the highest number of Twitter users.
98.1% of Filipino Internet users or 4.12 Million have watched a video in Youtube, Google Video or one of the many video sharing sites (Universal McCann Study 2010)
90.3% of Filipino Internet users have read a blog. RP ranks 5th in the world in using Blogger as blog platform
There are approximately 13,000 registered Filipino online sellers in Multiply as early as January 2010. (Yahoo-Nielsen Media Study 2010)
India20%
Indonesia28%
Philippines18%
Thailand7%
Japan3%
Malaysia8%
Pakistan3%
South Korea3%
Taiwan7%
Saudi Arabia3%
Phil Share in Asian Pop Usage of Facebook
Philip
pine
sIn
dia
Indo
nesia
Thailand
Japa
n
Malay
sia
Pakis
tan
Sout
h Ko
rea
Taiw
an
Saud
i Ara
bia
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
120.00%
30.12%
65.32%
19.89%
53.89%
104.42%
17.91%
48.68%46.76%
11.98%21.72%
Growth in Facebook Users (June 2011)
Source: Socialbakers study, 2011 and TrendStream
Ranking
Country User Change % Change -/+ Penetration
1 United States
155,981,460
+234 260 0.15% 50.28%
2 Indonesia 40,829,720
+1 536 140 3.91% 16.80%
3 India 38,045,000
+1 622 020 4.45% 3.24%
4 United Kingdom
30,481,300
+984 460 3.34% 48.89%
5 Turkey 30,473,280
-261 820 -0.85% 39.17%
6 Brazil 30,453,260
+2 514 380 9.00% 15.14%
7 Mexico 30,121,400
+766 740 2.61% 26.78%
8 Philippines
26,752,000
+30 080 0.11% 26.78%
RP no. 8 in Biggest Facebook Users
US41%
Indonesia11%
India10%
UK8%
Turkey8%
Brazil8%
Mexico8%
Phils7%
Share in Top 8 Facebook Communities
Source: Socialbakers study, 2011
10to19 20to29 30to39 40to49 50plus0%
10%
20%
30%
40%
50%
60%50%
41%
19%
12%
3%
Internet usage per age group, Nielsen Net Index Initiative 2010
Web Usage per age group
10 to 14 15to19 20to29 30to39 40to49 50plus0
20
40
60
80
100
120
97 97102 105
87
101
Yahoo/Nielsen Net Index 2010
Social Net Usage based on Age Groups
Of the 24 Million Facebook users, only 14.4 million are actively engaged (Trendstream Media Study, February 2011)
Categories of Active Social Networkers
Messengers
Content sharers
Joiners or creators of groups
•60% of the pop•They send messages directly to their FB contacts
•73% of the pop•They pass along content which they find interesting in the web
•46% of active FB users•They use FB just to create groups
85%
15%
Source: Yahoo-Nielsen Net Index Initiative
CDE ABC
85% of Filipino Online Users are Poor
• 28% of Filipino Urban dwellers are internet users
• Only 34% have computer at home and 25% have home internet access
• Only 21% of CDE class have computer at home
• 71% of Filipino Internet Users 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 in other regions, specially Mindanao (Davao City, Cagayan, General Santos, Zamboanga)
Search has growth significantly due to increased usage of Young and Not so Young segments of the Philippine population
Entertainment-related content key growth driver
Mobile internet catching up but high tariffs from phone service providers 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
Social Media Trends in Philippines
2009 2010
Music upload/download 41 38
Video Upload/download 25 22
soruce: Yahoo!-Nielsen Net Index 2010
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)
Challenges in Social Media Growth in Philippines
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
Challenges in Social Media Growth in Philippines
EndSocial Media Research and Usage
presented by Ricky Rivera, November 2011