we are social's guide to social, digital, and mobile in the philippines, dec 2011

PHILIPPINES �SOCIAL, DIGITAL�

AND MOBILE IN THE �

DECEMBER 2011 �we are social�

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FOR MORE INFO ON THIS REPORT, PLEASE �CONTACT SIMON KEMP AT WE ARE SOCIAL:�

SIMON.KEMP@WEARESOCIAL.SG �

@WEARESOCIALSG �

+65 9146 5356 �

DJESKI�

HTTP://WEARESOCIAL.SG �

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THE PHILIPPINES�

26,752,000 �

88,119,840 �MOBILE SUBSCRIBERS�

29,700,000 �INTERNET USERS�

94,013,200 �TOTAL POPULATION�

INTERNET PENETRATION�

MOBILE PENETRATION�

32 %�

28 %�

94 %�

USERS ON TOP SOCIAL NETWORK� SOCIAL NETWORK PENETRATION�

URBAN�

63%� 37%�

RURAL �

SOURCES: UN DATA ACCESSED NOV 2011; INTERNET WORLD STATS ACCESSED NOV 2011; �LATEST SITE-REPORTED FIGURES AS AT NOV 2011; OPERATOR-REPORTED FIGURES AS CITED ON WIKIPEDIA, ACCESSED NOV 2011 �

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23 YEARS OLD �THE AVERAGE WEB USER IN�

THE PHILIPPINES IS LESS THAN�

SOURCE: TNS DIGITAL LIFE �

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24%�OF FILIPINO INTERNET USERS USE A�MOBILE DEVICE TO ACCESS THE WEB �

SOURCE: NIELSEN�

we are social� SOURCE: MILLWARD BROWN DYNAMIC LOGIC �

VS�21.5 �AVERAGE HOURS FILIPINO NETIZENS SPEND USING �

THE INTERNET EACH WEEK�

13.3 �AVERAGE HOURS FILIPINO

NETIZENS SPEND WATCHING � BROADCAST TV EACH WEEK�

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87%�OF FILIPINO WEB USERS STREAM OR �

DOWNLOAD ONLINE VIDEO CONTENT EACH MONTH �

SOURCE: NIELSEN�

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47%�OF FILIPINO NETIZENS WATCH TV�

CONTENT AND MOVIES VIA THE INTERNET�

SOURCE: NIELSEN�

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95%�OF FILIPINO WEB USERS�

VISIT SOCIAL MEDIA SITES�

SOURCE: COMSCORE, AS CITED IN ADMA SOCIAL AND DIGITAL MEDIA YEARBOOK 2011 �

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18-24:�39%�

13-17:�20%�

25-34:�24%�

35--44:�10%�

45-54:�5%�

55-64:�2%�

65+:�1%�

MALE:�48%�

FEMALE:�52%�

SOURCE: FACEBOOK, AS CITED IN SOCIALBAKERS, NOVEMBER 2011 �

FACEBOOK DEMOGRAPHICS IN THE PHILIPPINES�

SOURCE: FACEBOOK, AS CITED IN SOCIALBAKERS, NOVEMBER 2011 �we are social�

# � BRAND PAGE � LIKES� GROWTH �1 � SMART COMMUNICATIONS, INC.� 1,119,583 � 1.04%�2 � HAIR EXPERTS� 1,022,173 � 1.15%�3 � STARBUCKS PHILIPPINES� 963,548 � 1.24%�4 � NESCAFÉ PHILIPPINES� 850,766 � 17.44%�5 � RED HORSE BEER � 593,066 � 0.71%�6 � GLOBE TELECOM � 565,259 � 7.80%�7 � AXE PHILIPPINES� 504,827 � 10.49%�8 � MYPHONE � 485,240 � 32.06%�9 � HAVAIANAS PHILIPPINES (OFFICIAL) � 432,413 � 1.27%�10 � CEBU PACIFIC AIR � 400,756 � 10.37%�

TOP FACEBOOK PAGES IN THE PHILIPPINES�

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899,000 �NUMBER OF LINKEDIN USERS IN THE PHILIPPINES:�

SOURCE: SOCIALBAKERS, ACCESSED NOVEMBER 2011 �

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51%�OF FILIPINO WEB USERS HAVE �AN ACTIVE YOUTUBE PROFILE �

SOURCE: NIELSEN�

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95%�OF FILIPINO NETIZENS�

USE PHOTO SHARING SITES�

SOURCE: COMSCORE �

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68%�OF FILIPINOS LISTEN�TO MUSIC ONLINE �

SOURCE: YAHOO / NIELSEN, AS QUOTED IN SEARCH ENGINE WATCH �

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65%�OF FILIPINO WEB USERS HAVE INTERACTED WITH �

A BRAND VIA SOCIAL MEDIA IN THE PAST 12 MONTHS �

SOURCE: NIELSEN�

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73%�OF FILIPINO WEB USERS HAVE SHARED THEIR THOUGHTS �ON A BRAND VIA SOCIAL MEDIA IN THE PAST 12 MONTHS �

SOURCE: NIELSEN�

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55%�OF FILIPINOS PLAY GAMES ONLINE �

SOURCE: NIELSEN�

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700,000,000 �SMS MESSAGES EVERY DAY �

FILIPINOS SEND AN AVERAGE OF�

SOURCE: ADMA SOCIAL AND DIGITAL MEDIA YEARBOOK 2011 �

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MAINLY DUE TO�SOCIAL NETWORKING,�

THE NUMBER OF SMSES SENT EACH DAY

IS NOW ONLY HALF WHAT IT WAS IN 2009 �

SOURCE: BASED ON FIGURES IN THE ADMA SOCIAL AND DIGITAL MEDIA YEARBOOK 2011 AND WIKIPEDIA�

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MORE ASIAN SOCIAL, DIGITAL AND MOBILE STATS: HTTP://WEARESOCIAL.SG �

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SIMON KEMP �MANAGING DIRECTOR �

@ESKIMON�SIMON.KEMP@WEARESOCIAL.SG �

HTTP://WEARESOCIAL.SG �

LAM CAI YU�ACCOUNT EXECUTIVE �@HICAIS�CAIYU.LAM@WEARESOCIAL.SG �HTTP://WEARESOCIAL.SG �