Digital Philippines:

Internet Media Habits Decoded

Net Index Highlights

26 March 2009

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The missing link in the Philippines…
 Net Index 2009
• Media insights play a critical role in connecting your brand meaningfully
to your target audiences

• The internet is an important, fast-growing medium in the Philippines;

but insights on Filipino internet users remain limited
– Frequent requests for more research and data from media planners
and brand marketers

• Yahoo!-Nielsen Net Index initiative is the first-ever in-depth study of

Filipino internet users across 22 major cities
– Beyond internet media habits
– ‘Big picture’ overview covering cross-media habits, lifestyles,
psychographics to brand preferences

Elevate industry understanding of the internet medium in Philippines

Research Design
• Methodology Personal face-to-face interviews using
two-part structured questionnaires
(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 1,200

• Sampling Approach Multi-stage Probability Sampling

• Fieldwork Period October – November 2008

Study Scope
• Internet User Profile
• Internet Access, Usage & Activities
• Internet Front Pages
• Search Engines
• Instant Messengers
• Web-based Email
• Social Networking & Community Sites
• News sites
• Music sites
• Mobile Internet
• Cross Media Usage (including TV, Print and Radio)
• Product Consumption & Brand Preferences
• User Psychographics & Attitudes
 Media Access/Device Ownership

(%) 2006 2007 2008

91 91 93

81 82 82
72
68
63
55
49
43

5 5 7

TV Set Radio DVD/VCD/VCR Mobile Phone Home Internet

Player Access

Base: Males and Females aged 10+ across all socio-economic classes in National Urban Philippines
Source: Nielsen Media Index 2006-2008
 Media Reach

(%) 2006 2007 2008

97 98
92
80 78
69 71
63 62
58
53
46

28
20 19 21 23
17 18 16 15
18 16
7

TV (Past Radio (Past Outdoor DVD/VCD Cinema Newspaper Magazine Internet

Week) Week) (Past Week) (Past (Past 6 (Yesterday) (AIR) (Past
Month) Months) Month)

Base: Males and Females aged 10+ across all socio-economic classes in National Urban Philippines
Source: Nielsen Media Index 2006-2008
 Over the past four quarters…

Internet Past Month Reach (%)

28.3
26.1
23.4
20.8

Q1 2008 Q2 2008 Q3 2008 Q4 2008

Base: Males and Females aged 10+ across all socio-economic classes in National Urban Philippines
Source: Nielsen Media Index 2008
 Aggressive ISP marketing initiatives…

Source: Nielsen Advertising Information Service

 … driving surge in internet take-up
Adspend (Million Pesos)

ALL ISPs

PLDT

SMART

GLOBE

ZPEEDEE/SKY
INTERNET

MOZCOM

OTHERS

2000 2001 2002 2003 2004 2005 2006 2007 2008

Source: Nielsen Advertising Information Service

 Results reflect the marketing push…
Home
Home Computer
Computer // Internet
Internet Access
Access Internet
Internet Service
Service Providers
Providers

(%)

34
Total PLDT MyDSL
27

88
SEC ABC1 Smart DSL
77

63
SEC C2 Bayantel DSL
52

21
SEC DE Have computer at home Globe DSL
15
Have home internet access

Base: Past month internet users aged 10+ across all socio-economic classes in National Urban Philippines
Source: Yahoo!-Nielsen Net Index 2008
 Different targeting opportunities…
Past Week Reach (%)

TV

Radio

Internet

Broadsheet

Tabloids

Cinema

Total Male Female ABC1 C2 DE

Base: Males and Females aged 10+ across all socio-economic classes in National Urban Philippines
Source: Nielsen Media Index 2008
 Internet - strong affinity with Filipino youth
Past Week Reach (%)

TV

Radio

Internet

Broadsheet

Tabloids

Cinema

10-14 years 15-19 years 20-29 years 30-39 years 40-49 years 50+ years

Base: Males and Females aged 10+ across all socio-economic classes in National Urban Philippines
Source: Nielsen Media Index 2008
 Internet consumers are attitudinally different
Index
Index T2B
T2B Scores
Scores

Newspaper TV Radio Internet

Readers Viewers Listeners Users

I like to stand out in the crowd 103 102 100 114

It is important to keep young looking 103 101 99 114

I like to keep up with the latest fashion 104 102 100 130

I like to keep up with developments in

105 102 101 112
technology

I enjoy owning good quality things 101 101 101 112

It's worth paying extra for quality goods 109 102 100 112

People come to me for advice before buying

109 103 103 107
new things

Base: Males and Females aged 10+ across all socio-economic classes in National Urban Philippines
Source: Nielsen Media Index 2008
 Not just a Metro Manila phenomenon…
Past Month Reach (%)

Total
Total Luzon
Luzon Visayas
Visayas Mindanao
Mindanao

28

ilo
ila

Le o

ga
ty
l

is
o
o

ro

ao
te

eg i

an

an

os
d

an
o

u
Sa rao
ta

p
ol

et
le

lo
ap

bl

ui

eb

m
Ci
i

Tu gas
an

Ilo

O
To

an
ap

ob

nt
av

av
up
e

ip

u
o
Pa

ag
a

za
ng

C
ng

de
os

Sa
ag
M

ac

bo
C

D
nt

al

cl
ag

O
lo

n
A

Ta
A

B
ro

um
ol
gu

m
n
D

al
O

ya
al
et

Za

er
D
M
M

en
ag

G
C
Base: Males and Females aged 10+ across all socio-economic classes in National Urban Philippines
Source: Nielsen Media Index 2008
 Online Filipinos are young and single…

Age
Age Gender
Gender Marital
Marital Status
Status

50+

40-49 Married &

Female
Others
30-39 Male Single

20-29

10-19
years

General Netizen* General Netizen* General Netizen*

Base: * Past month internet users aged 10+ across all socio-economic classes in National Urban Philippines;
Males and Females aged 10+ across all socio-economic classes in National Urban Philippines
Source: Yahoo!-Nielsen Net Index 2008; Nielsen Media Index 2008;
 Skewed towards upscale and well-educated

Economic
Economic Class
Class Occupation
Occupation Education
Education

Housewives
& Others

E Students

D Blue Collars
Graduate

C2 College
White Collars
High School
C1
Professionals
Elementary
AB
Businessmen

General Netizen* General Netizen* General Netizen*

Base: * Past month internet users aged 10+ across all socio-economic classes in National Urban Philippines;
Males and Females aged 10+ across all socio-economic classes in National Urban Philippines
Source: Yahoo!-Nielsen Net Index 2008; Nielsen Media Index 2008;
 Popular News and Music Sites

News Sites Music Sites

Currently
Currently Use
Use (%)
(%) Currently
Currently Use
Use (%)
(%)

Yahoo!
Yahoo! Music

Yahoo! Philippines

ABS-CBN Youtube

GMA

MSN.com CrunchyRoll.com

CNN.com

Base: Past month internet users aged 10+ in National Urban Philippines who have visited news/music sites in the past 3 months
Source: Yahoo!-Nielsen Net Index 2008
 Web-based Email Instant Messengers
Currently
Currently Use
Use (%)
(%) Currently
Currently Use
Use (%)
(%)

Yahoo! (@yahoo.com) Yahoo!

Yahoo!
(@yahoo.com.ph)
Google Talk

Hotmail

MSN Windows Live

GMail

Base: Past month internet users aged 10+ in National Urban Philippines who have used web-based email/instant messengers in the past 3 months
Source: Yahoo!-Nielsen Net Index 2008
 Search Engines
Currently
Currently Use
Use (%)
(%)

Yahoo!

Google

MSN

Base: Past month internet users aged 10+ in National Urban Philippines who have used search engines in the past 3 months
Source: Yahoo!-Nielsen Net Index 2008
For research enquiries:

Jay Bautista
Executive Director
Nielsen Media Philippines
jay.bautista@nielsen.com

Roger Moy
Senior Research & Planning Manager
Yahoo! Southeast Asia
rogermoy@yahoo-inc.com