Net Index 2010 Highlights_PD (2010!06!05)
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Transcript of Net Index 2010 Highlights_PD (2010!06!05)
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Digital Philippines 2010
No part of this document may be quoted, reproduced, stored in a retrieval system, or transmitted in any form or by any means electronic, mechanical,photocopying, recording, or otherwise without the written permission of Yahoo! Southeast Asia Pte. Ltd. and The Nielsen Company (Philippines), Inc..
proudly supported by
Yahoo!-Nielsen Net Index HighlightsManila, Philippines
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Yahoo!-Nielsen Net Index 2010 At Yahoo! and Nielsen, we believe in the power of deep, fact-based insights
that drive bigger ideas and better results for our clients
In 2009, Yahoo!- Nielsen Net Index initiative was launched to gather abaseline understanding of Filipino internet users across 22 major cities
Single-source cross-media view i.e. beyond internet media
g p c ure overv ew cover ng me a a s, es y es, psyc ograp csto brand preferences
2010 wave aims to gain deeper insights into areas of current, topicalinterest
Expanded coverage with increased sample sizes Expanded scope to track shifts in consumer behaviour
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Methodology Personal face-to-face interviews using two-part structuredquestionnaire (linked with Nielsen Media Index)
Area Coverage National Urban Philippines(22 major cities including Metro Manila)
Respondents Males and Females aged 10+ years oldacross all socio-economic classes
Research Design
who have used the internet in the past month
Sample Size 1,500
Sampling Approach Multi-stage Probability Sampling
Fieldwork Period February 2010
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2008/09 2009/10
Internet User Profile x x
Internet Access & Activities x x
Web Motivations x Expanded
Internet Portals x x
Search Engines x x
Study Scope
Web Based E-mail x x
Instant Messengers x x
Social Networking x x
Community Groups/Forums x Expanded
Blogging x
User Generated Content x
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Study Scope2008/09 2009/10
Mobile Internet x Expanded
Online Transactions x
Online Gaming x
Online News x
Cross Media Usage (Including TV, Print And Radio) x x
Product Consumption & Brand Preferences x x
User Psychographics & Attitudes x Expanded
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2008-2009: Reca
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Internet - strong affinity with the upscale
Past Week Reach (%)
Base: Males and Females aged 10+ across all socio-economic classes in National Urban Philippines
Source: Nielsen Media Index 2009
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and the Filipino youthPast Week Reach (%)
Base: Males and Females aged 10+ across all socio-economic classes in National Urban Philippines
Source: Nielsen Media Index 2009
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Not just a Metro Manila phenomenon
Total Luzon Visayas Mindanao
Base: Males and Females aged 10+ across all socio-economic classes in National Urban Philippines
Source: Nielsen Media Index 2009
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Internet cafes the dominant place of access
Share of Internet HoursPlace of Access - Past 3 Months (%)
Base: Males and Females aged 10+ across all socio-economic classes in National Urban Philippines
Source: Nielsen Media Index 2009
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2009-2010: Shifts and Trends
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71 69
From shared to private access
Place of Internet access - P3M (%)
20102009
27
7 7
20
31
4 56 5
Internet cafes Home School Work Friend's house Cellphone/ PDA
Base: Males and Females aged 10+ across all socio-economic classes in National Urban Philippines
Source: Nielsen Media Index 2009
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Driven by the upper middle SECs
Home Computer Access (%) Internet Access (%)
20102009
Base: Males and Females aged 10+ across all socio-economic classes in National Urban Philippines
Source: Nielsen Media Index 2009
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30
40
34 35
25
31
37
24 24
3132
33
27
22
24
29
27
Metro Manila still largest but Tier 2 cities catching up
Total Luzon Visayas Mindanao
17
Note: 2009 data is based on Q4 sample while 2010 data is based on 12-month rolling sample
Base: Males and Females aged 10+ across all socio-economic classes in National Urban PhilippinesSource: Nielsen Media Index 2009
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Core online activities remain unchanged butpreferences are evolving
Select Monthly Online Activities (%) 2009 2010*
Search 58 76
Internet Portal 54 73
Instant messaging 63 68
Visiting public chat rooms 54 67
Email 63 65
Visiting Social Networking sites - 53
Activities showing significant increase at 95% confidence levels
Played games online 53 45
Downloaded or uploaded music files online 25 37
Used a webcam/made a video conferencing call on internet 33 36
Watched TV programs or video clips online 22 36
Sent internet SMS 23 34
Visited website where you find knowledge contributed others 19 30
Visiting UGC Sites - 30
Shared/posted something online that you created yourself 15 24
Listen to internet radio 28 20
Base: Past month Internet users aged 10+ across National Urban Philippines
Source: Yahoo!-Nielsen Net Index 2010
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Even more prevalent than core communication
activities
6365 63
68
58
77
Email Messenger Search
Past Month Usage (%)
2 3 1 2 3Rank
2009 2010 2009 2010 2009 2010
1
Base: Past month Internet users aged 10+ across National Urban Philippines
Source: Yahoo!-Nielsen Net Index 2010
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Search emerging as
t e top on ne act v ty
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Search has grown significantly
Past Month Reach (%)
2009 2010
Base: Past month Internet users aged 10+ across National Urban Philippines
Source: Yahoo!-Nielsen Net Index 2010
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Total Age Gender SEC
The Young and the not-so-young driving this trend
Base: Past month Internet users aged 10+ across National Urban Philippines
Source: Yahoo!-Nielsen Net Index 2010
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Entertainment related content the key driver
Items searched online (%)
Base: Past month Internet users aged 10+ across National Urban Philippines who have used a
search engine in the past month
Source: Yahoo!-Nielsen Net Index 2010
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Watch the third-screen:
Mobile internet catching up fast
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Attractive tariffs driving internet access throughMobile phones
Past Month Reach (%)
2009 2010
Base: Past month Internet users aged 10+ across National Urban Philippines
Source: Yahoo!-Nielsen Net Index 2010
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Especially among young adults
Total Age Gender SEC
Base: Males and Females aged 10+ across all socio-economic classes in National Urban Philippines
Source: Nielsen Media Index 2009
52 2
69
24 5 4
9
3
Total 10-14
years
15-19
years
20-29
years
30-39
years
40-49
years
Male Female SEC ABC1 SEC C2 SEC DE
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Sizeable proportion expected to increase their
future usage
Future Usage (%)
Base: Past month Internet users aged 10+ across National Urban Philippines who have used mobile
Internet in the past monthSource: Yahoo!-Nielsen Net Index 2010
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Messaging and emailing key drivers
Mobile Internet Activities (%)
Base: Past month Internet users aged 10+ across National Urban Philippines who have used mobile
Internet in the past monthSource: Yahoo!-Nielsen Net Index 2010
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Social media is chan in
the rules of engagement
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Visiting social networking and UGC sites morepopular than forums and blogs
Past Month Activities (%)
Base: Past month Internet users aged 10+ across National Urban Philippines
Source: Yahoo!-Nielsen Net Index 2010
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Total(%)
SECABC1
SECC2
SECDE
10-14years
15-19years
20-29years
30-39years
40-49years
50+years
Social Networking 53 107 103 97 97 102 105 87 101 99
UGC 30 114 98 97 90 118 95 93 87 103
Though preferences do vary
Index Scores*
Forums 11 112 163 75 42 79 113 162 167 212
Blog 7 114 158 77 62 54 92 233 53 442
Base: Past month Internet users aged 10+ across National Urban Philippines
Source: Yahoo!-Nielsen Net Index 2010
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Social networking remains stable
Past Month Usage (%) Facebook
20102009
83
4
Note: The 2009 figure for Social Networking includes Community groups/forums
Base: Past month Internet users aged 10+ across National Urban Philippines
Base: Past month Internet users aged 10+ across National Urban Philippines who have visited SocialNetworking sites in the past month
Source: Yahoo!-Nielsen Net Index 2010
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but site preferences are changing
Currently Use (%)
20102009
Facebook
83
4
Base: Past month Internet users aged 10+ across National Urban Philippines who have visited Social
Networking sites in the past monthSource: Yahoo!-Nielsen Net Index 2010
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A platform to connect and communicate
Reasons for using Social Networking Sites (%)
Base: Past month Internet users aged 10+ across National Urban Philippines who have visited Social
Networking sites in the past monthSource: Yahoo!-Nielsen Net Index 2010
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Social networks do differ for the youngand not-so-young
Social Network ContactsTotal
(%)
10-14
years
15-19
years
20-29
years
30-39
years
40-49
years
50+
years
Regular friends 96 97 103 100 100 94 97
Friends with whom you had lost contact 39 69 104 120 84 69 136
Family members 56 91 91 100 124 117 155
Index Scores*
People from outside your city/country 25 56 111 102 148 92 17
People you only know in the virtual world 23 70 120 100 111 101 4
People you met once or twice in person 5 53 137 101 102 36 47
Referrals from friends 9 64 118 114 91 65 -
Co-workers 5 15 15 109 200 415 1021
Base: Past month Internet users aged 10+ across National Urban Philippines who have visited Social
Networking sites in the past monthSource: Yahoo!-Nielsen Net Index 2010
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Online Entertainment
is BIG among Filipinos
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Music Upload/Download (%) Video Upload/Download (%)
2009 2010 2009 2010
Online music and videos has attractedsignificant interest
Base: Past month Internet users aged 10+ across National Urban Philippines
Source: Yahoo!-Nielsen Net Index 2010
2009 2010
41
25
2009 2010
38
22
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Evident from the popularity of online musicvideos
Type of videos accessed online (%)
Base: Past month Internet users aged 10+ across National Urban Philippines who have accessed
UGC sites in the past monthSource: Yahoo!-Nielsen Net Index 2010
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Content accessedTotal
(%)
10-14
years
15-19
years
20-29
years
30-39
years
40-49
years
50+
years
Youth are the primary drivers
Watched TV programs/ Video Clips online 36 88 114 116 94 69 28
Download/Upload Music online 37 83 135 106 95 40 37
Base: Past month Internet users aged 10+ across National Urban Philippines
Source: Yahoo!-Nielsen Net Index 2010
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Music and videos accessed through portals as wellsearch engines
Preferred content on Internet Portals (%) Items searched online (%)
Base: Past month Internet users aged 10+ across National Urban Philippines who have used Internet
Portal/Search engine in the past monthSource: Yahoo!-Nielsen Net Index 2010
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For information on Yahoo!-Nielsen Net Index 2010 (Philippines)
contact: [email protected]