yahoo-nielsen net index 2009 highlights
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Highlights of the Yahoo!-Nielsen Net Index 2009 study on the PhilippinesTRANSCRIPT
Digital Philippines:Internet Media Habits Decoded
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Net Index Highlights
26 March 2009
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 plannersand 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 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
91
81
63
43
5
91
82
68
49
5
93
82
72
55
7
TV Set Radio DVD/VCD/VCR
Player
Mobile Phone Home Internet
Access
2006 2007 2008
Media Access/Device Ownership
Base: Males and Females aged 10+ across all socio-economic classes in National Urban Philippines
Source: Nielsen Media Index 2006-2008
(%)
97
69
78
46
1720 18
21
98
71
63
53
18 1916
23
92
80
6258
16 15
7
28
TV (Past
Week)
Radio (Past
Week)
Outdoor
(Past Week)
DVD/VCD
(Past
Month)
Cinema
(Past 6
Months)
Newspaper
(Yesterday)
Magazine
(AIR)
Internet
(Past
Month)
2006 2007 2008
Media Reach
Base: Males and Females aged 10+ across all socio-economic classes in National Urban Philippines
Source: Nielsen Media Index 2006-2008
(%)
20.8
23.4
26.1
28.3
Q1 2008 Q2 2008 Q3 2008 Q4 2008
Over the past four quarters…
Base: Males and Females aged 10+ across all socio-economic classes in National Urban Philippines
Source: Nielsen Media Index 2008
Internet Past Month Reach (%)
Aggressive ISP marketing initiatives…
Source: Nielsen Advertising Information Service
2000 2001 2002 2003 2004 2005 2006 2007 2008
ALL ISPs
PLDT
SMART
GLOBE
ZPEEDEE/SKY
INTERNET
MOZCOM
OTHERS
… driving surge in internet take-up
Adspend (Million Pesos)
Source: Nielsen Advertising Information Service
Results reflect the marketing push…
34
88
63
21
27
77
52
15
Total
SEC ABC1
SEC C2
SEC DE Have computer at home
Have home internet access
Home Computer / Internet AccessHome Computer / Internet Access Internet Service ProvidersInternet Service Providers
PLDT MyDSL
Smart DSL
Bayantel DSL
Globe DSL
(%)
Base: Past month internet users aged 10+ across all socio-economic classes in National Urban Philippines
Source: Yahoo!-Nielsen Net Index 2008
Total Male Female ABC1 C2 DE
TV
Radio
Internet
Broadsheet
Tabloids
Cinema
Different targeting opportunities…
Past Week Reach (%)
Base: Males and Females aged 10+ across all socio-economic classes in National Urban Philippines
Source: Nielsen Media Index 2008
10-14 years 15-19 years 20-29 years 30-39 years 40-49 years 50+ years
TV
Radio
Internet
Broadsheet
Tabloids
Cinema
Internet - strong affinity with Filipino youth
Past Week Reach (%)
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
112 100 102 109 It's worth paying extra for quality goods
107 103 103 109 People come to me for advice before buying
new things
112 101 101 101 I enjoy owning good quality things
112 101 102 105 I like to keep up with developments in
technology
130 100 102 104 I like to keep up with the latest fashion
114 99 101 103 It is important to keep young looking
114100 102 103 I like to stand out in the crowd
Internet
Users
Radio
Listeners
TV
Viewers
Newspaper
Readers
Index T2B ScoresIndex T2B Scores
Base: Males and Females aged 10+ across all socio-economic classes in National Urban Philippines
Source: Nielsen Media Index 2008
28
Total
Cav
iteMetro M
anila
Ang
eles
Olong
apo
Antipolo
Lega
spi
Tugu
egarao
San
Pab
loMalolos
City
Calap
anDag
upan
Bag
uio
Bac
olod
Dum
ague
te
Ceb
u
Iloilo
Taclob
anCag
ayan
de OroDav
aoZa
mbo
anga
Oza
mis
Gen
eral San
tos
Not just a Metro Manila phenomenon…
MindanaoMindanaoVisayasVisayasLuzonLuzon
Past Month Reach (%)
Base: Males and Females aged 10+ across all socio-economic classes in National Urban Philippines
Source: Nielsen Media Index 2008
TotalTotal
Online Filipinos are young and single…
General Netizen*
50+
40-49
30-39
20-29
10-19
years
AgeAge
General Netizen*
Female
Male
GenderGender
General Netizen*
Married &
Others
Single
Marital StatusMarital Status
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
General Netizen*
E
D
C2
C1
AB
Economic ClassEconomic Class
General Netizen*
Housewives& Others
Students
Blue Collars
White Collars
Professionals
Businessmen
OccupationOccupation
General Netizen*
Graduate
College
High School
Elementary
EducationEducation
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
CNN.com
ABS-CBN
GMA
MSN.com
Yahoo! Philippines
Yahoo!
Currently Use (%)Currently Use (%)
CrunchyRoll.com
Youtube
Yahoo! Music
Currently Use (%)Currently Use (%)
News Sites Music Sites
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
GMail
Hotmail
Yahoo!
(@yahoo.com.ph)
Yahoo! (@yahoo.com)
Currently Use (%)Currently Use (%)
Instant Messengers
Currently Use (%)Currently Use (%)
MSN Windows Live
Google Talk
Yahoo!
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
MSN
Yahoo!
Currently Use (%)Currently Use (%)
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
Roger Moy
Senior Research & Planning Manager
Yahoo! Southeast Asia