probinsiyanomics: understanding the rural philippines… · outline$ •...

May 25, 2015 Intercon1nental Manila, Maka1 City

“PROBINSIYANOMICS: UNDERSTANDING THE RURAL PHILIPPINES”

Media Consumption of Filipinos in the Rural Areas

Outline

•  Overview of the Media Insights Study •  The Rural Filipino Consumer Today •  Popular Touchpoints

Media Insights Study •  Methodology Personal face-‐to-‐face interviews using structured

ques1onnaire

•  Area Coverage Na1onal Urban/Rural Philippines covering 18 areas

•  Respondents Males and Females aged 10+ yrs old across all socio-‐

economic classes

•  Sample Size 2000/300

•  Sampling Approach Mul1-‐stage Probability Sampling

•  Fieldwork Period Q3 2014/Q1 2015

RURAL FILIPINO CONSUMER TODAY

Total Philippines Population 10 years old and above

80,286,000

Base: Na(onal Urban Philippines, All People 10+ , Across All eco-‐Class Urban: 39,480,000/ Rural: 40,806,000

Source: Media Insights 2014/2015

URBAN 49% 39M

RURAL 51% 41M

Total Spending: Urban vs. Rural Percentage of Total Philippines

Philippines Philippines

with from

Category Urban Rural

Beverage

56% 44%

Food

55% 45%

Household Care

54% 46%

Personal Care

57% 43%

25

22

18

14

21 50-‐up y.o.

40-‐49 y.o.

30-‐39 y.o.

20-‐29 y.o.

10-‐19 y. o.

Filipino Consumers Profile

Age Group Eco-‐Class Gender

50

50

Female

Male

5

61

34 E

D

C2

C1

AB

Total Pop Total Pop Total Pop

28

19

17

15

21

Urban Rural

46

54

Urban Rural

2 2 12

64

20

Urban Rural

ABC



Filipino Consumers Profile

Marital Status OccupaIon EducaIon

25

48

19

8 Completed/some Masters

College Graduate

Some College

High School Level

Elementary level

40

15

26

19 Re1red/Not Employed

Student

Housewife

Working

Total Pop Total Pop Total Pop

56

5

39 Single

Divorced/separated/Widowed

Married 57

6

37

13

52

22

11 2

Urban Rural Urban Rural Urban Rural

35

21

21

23



POPULAR TOUCHPOINTS

Media Reach 92

78

70

49

38

16

15

12

10

4

82

62

74

44

40

29

8

5

3

4

Watch TV (Yesterday)

Mobile Phone Ownership

Outdoor (Pwk)

Internet (Pmo)

Radio (Yesterday)

VCD/DVD (Pwk)

Cinema (P6mos)

Tablet Ownership

Newspaper (Yesterday)

Monthly Magazine (Pmo)

Urban

Rural

%



TV Habits

Confiden1al . Copyright @ 2014

78% watch TV everyday in Rural areas versus 92% among urban consumers

Like Urban consumers. Rural consumers prefer General Entertainment for Free TV while Movies and Sports for

Paid TV

ABSCBN, GMA and TV5 are most watched




Mobile Phone

Compared to Urban consumers, the preferred mobile brands in the Rural areas are Nokia,

Cherry Mobile and Samsung

Mobile Service Provider Urban Rural

Smart Touch Mobile

Globe Smart

Talk n Text Talk n Text

Top mobile phone features used are…

SMS, Camera, Social Networking , Radio, and

MP3/Music.

Out of Home


Urban

Large Format (Billboards)

Small Format (Banners/Streamers)

Poster adver1sing in shopping malls

Poster adver1sing at supermarket

Adver1sing outside the bus

Rural

Small Format (Banners/Streamers)

Large Format (Billboards)

Bus stops/shelter adver1sing

Poster adver1sing in shopping malls

Poster adver1sing at supermarket

Rural consumers are more exposed to SMALL FORMATS out of home advertising as compared to Large Formats in Urban




Internet

Higher home internet ownership in the Rural at 25%* , compared to 19% in

Urban *mobile hotspot included

Top 5 Online AcIviIes Urban Rural

Social Networking (Facebook, Google Plus, Twiger)

Social Networking (Facebook, Google Plus, Twiger)

Search Search

Downloads (Videos/photos, etc) Downloads(Videos/photos, etc)

Using Email Radio/TV/Video

Academic study/research Academic study/research

Majority access the internet 2-‐3 Imes a week and spend

an average 20hours a month.

Personal computer emerged

to be the more popular device use but Mobile Phone comes in 2nd




Radio



Higher past week Radio listening incidence in the Rural at 70% while 64% in Urban

Device popularly use in both areas in listening to radio is the Regular Radio set followed by Mobile Phone

Top 3 Types of Radio Programs Listened to

Urban Rural

Music Music

News News

Personality/Love Advice Drama

Jay G. Bautista General Manager

Strategic Consumer & Media Incites

e: [email protected] +63 9173060193

Twitter: @jay331

probinsiyanomics: understanding the rural philippines… · outline$ •...

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