Digital Philippines 2010

Yahoo!-Nielsen Net Index Highlights

Manila, 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 a

baseline understanding of Filipino internet users across 22 major cities
– Single-source cross-media view i.e. beyond internet media
– ‘Big picture’ overview covering media habits, lifestyles, psychographics
to brand preferences

• 2010 wave aims to gain deeper insights into areas of current, topical
interest
– Expanded coverage with increased sample sizes
– Expanded scope to track shifts in consumer behaviour
Research Design
• Methodology Personal face-to-face interviews using two-part structured
questionnaire (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 1,500

• Sampling Approach Multi-stage Probability Sampling

• Fieldwork Period February 2010

 Study Scope
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
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
 Study Scope
2008/09 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
2008-2009: Recap
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
… and the Filipino youth
Past Week Reach (%)

Base: Males and Females aged 10+ across all socio-economic classes in National Urban Philippines
Source: Nielsen Media Index 2009
 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
Internet cafes – the dominant place of access

Place of Access - Past 3 Months (%) Share of Internet Hours

Base: Males and Females aged 10+ across all socio-economic classes in National Urban Philippines
Source: Nielsen Media Index 2009
2009-2010: Shifts and Trends
From shared to private access
Place of Internet access - P3M (%)

2009 2010

71 69

31
27

7 7 6 5
4 5
2 0

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
Driven by the upper middle SECs…

Home Computer Access (%) Internet Access (%)

2009 2010

Base: Males and Females aged 10+ across all socio-economic classes in National Urban Philippines
Source: Nielsen Media Index 2009
Metro Manila still largest but Tier 2 cities catching up
Total Luzon Visayas Mindanao

40
37
34 35
32 33
30 31 31
29
27 27
25 24 24 24
22

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 Philippines
Source: Nielsen Media Index 2009
Core online activities remain unchanged but
preferences 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
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

Activities showing significant increase at 95% confidence levels

Base: Past month Internet users aged 10+ across National Urban Philippines
Source: Yahoo!-Nielsen Net Index 2010
 Even more prevalent than core communication
activities
Past Month Usage (%)

Email Messenger Search

68 77
65 63
63

58

2009 2010 2009 2010 2009 2010

Rank 2 3 1 2 3 1

Base: Past month Internet users aged 10+ across National Urban Philippines
Source: Yahoo!-Nielsen Net Index 2010
Search emerging as
the top online activity
Search has grown significantly…

2009 2010

Past Month Reach (%)

Base: Past month Internet users aged 10+ across National Urban Philippines
Source: Yahoo!-Nielsen Net Index 2010
 The Young and the ‘not-so-young’ driving this trend
Total Age Gender SEC

Base: Past month Internet users aged 10+ across National Urban Philippines
Source: Yahoo!-Nielsen Net Index 2010
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
Watch the third-screen:
Mobile internet catching up fast
Attractive tariffs driving internet access through
Mobile phones

2009 2010

Past Month Reach (%)

Base: Past month Internet users aged 10+ across National Urban Philippines
Source: Yahoo!-Nielsen Net Index 2010
 Especially among young adults
Total Age Gender SEC

9 9
5 6 5
4 4 3
2 2 2

Total 10-14 15-19 20-29 30-39 40-49 Male Female SEC ABC1 SEC C2 SEC DE
years years years years years

Base: Males and Females aged 10+ across all socio-economic classes in National Urban Philippines
Source: Nielsen Media Index 2009
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 month
Source: Yahoo!-Nielsen Net Index 2010
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 month
Source: Yahoo!-Nielsen Net Index 2010
Social media is changing
the rules of engagement
Visiting social networking and UGC sites more
popular than forums and blogs
Past Month Activities (%)

Base: Past month Internet users aged 10+ across National Urban Philippines
Source: Yahoo!-Nielsen Net Index 2010
Though preferences do vary

Index Scores*

Total SEC SEC SEC 10-14 15-19 20-29 30-39 40-49 50+
(%) ABC1 C2 DE years years years years years years

Social Networking 53 107 103 97 97 102 105 87 101 99

UGC 30 114 98 97 90 118 95 93 87 103

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
Social networking remains stable…

2009 2010

Past Month Usage (%) Facebook

83

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 Social
Networking sites in the past month
Source: Yahoo!-Nielsen Net Index 2010
…but site preferences are changing

2009 2010

Currently Use (%) Facebook

83

Base: Past month Internet users aged 10+ across National Urban Philippines who have visited Social
Networking sites in the past month
Source: Yahoo!-Nielsen Net Index 2010
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 month
Source: Yahoo!-Nielsen Net Index 2010
Social networks do differ for the young
and ‘not-so-young’…

Index Scores*

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

Social Network Contacts
(%) years years years years years 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
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 month
Source: Yahoo!-Nielsen Net Index 2010
Online Entertainment
is BIG among Filipinos
Online music and videos has attracted
significant interest…

2009 2010 2009 2010

Music Upload/Download (%) Video Upload/Download (%)

41

38
25
22

2009 2010 2009 2010

Base: Past month Internet users aged 10+ across National Urban Philippines
Source: Yahoo!-Nielsen Net Index 2010
Evident from the popularity of online music
videos
Type of videos accessed online (%)

Base: Past month Internet users aged 10+ across National Urban Philippines who have accessed
UGC sites in the past month
Source: Yahoo!-Nielsen Net Index 2010
Youth are the primary drivers

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

Content accessed
(%) years years years years years years

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
Music and videos accessed through portals as well
search 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 month
Source: Yahoo!-Nielsen Net Index 2010
For information on Yahoo!-Nielsen Net Index 2010 (Philippines)
contact: ph-sales@yahoo-inc.com