Study: Filipinos Spend More Time Surfing Web Than Watching Tv

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    Nielsen Study: Filipinos spend more time surfing web than watching TV


    ACCESS to high-speed Internet access and Wi-Fi, and increasing ownership of smartphones have pushed Filipinos to spend more time on the Internet than traditional media such as television, a new study released by global media research firm Nielsen showed.

    The inaugural Nielsen Southeast Asia Digital Consumer Report, which examined the digital media habits and attitudes of Southeast Asian consumers, revealed that Filipino digital consumers were the second heaviest Internet users in the region, averaging 21.5 hours online per week.

    As opposed to the other forms of media, Filipinos were only glued to their television sets for 13.3 hours a week, listened to the radio for 6.3 hours on average, and read newspapers for 3.6 hours for the same period.
    Singaporeans topped the six-nation survey, averaging 25 hours online per week, while the Filipinos were followed by the Malaysians and Thais who logged 19.8 hours and 16.6 hours online per week, respectively.

    Digital consumers in Indonesia trailed the region for time spent online, averaging 14 hours per week.
    Some 33 percent representing 30 million of 94 million Filipinos are online but this is five percentage points lower than the Southeast Asian average of 38 percent.

    Internet penetration among Asian consumers aged 15 to 19 was close to two-thirds (65 percent) and nearly half of those in their 20s were online (48 percent).

    According to the Nielsen report, increasing numbers of Southeast Asian consumers are going online via Internet capable mobile devices. A rapid growth in ownership of Internet capable devices, namely smartphones and tablet computers, is expected in 2012.

    In the Philippines alone, ownership of an Internet capable mobile phone (64 percent) is nearly equal than that of a desktop PC (68 percent) or notebook computer (58 percent).

    Already close to one quarter of Filipino Internet users (24 percent) access the cyberspace on a daily basis through a mobile phone and 56 percent intend to access the Internet through this device in the next 12 months.
    “The increasing availability and up-take of internet capable devices is driving usage of digital media across the region and bringing about considerable changes in the way media is consumed, in particular fuelling media multi-tasking behaviors among Southeast Asian consumers,” Melanie Ingrey, Nielsen’s Asia Pacific Region research director.

    The most popular activity being undertaken online varies across the region – email remains the most popular activity in Malaysia, Philippines, Singapore and Thailand, while news tops the list in Vietnam, and in Indonesia, digital media consumption is being driven by social networking.

    In all markets except Vietnam, social networking ranks among the top five most popular online activities.
    Nielsen’s report identified Facebook as the dominating social media site in the region, with a massive 90 percent of digital consumers in Indonesia maintaining an active profile on Facebook, 81 percent in the Philippines, and 78 percent in Malaysia.

    In Thailand and Vietnam, Facebook does not enjoy such dominance, with social competitors 4Shared (Thailand) and Zing (Vietnam) holding significant market share.

    YouTube enjoys considerable popularity in the Philippines, ranking as the second most popular social networking site with 51 percent of online Filipinos maintaining an account.

    Social networking sites are becoming increasingly popular among Southeast Asian digital consumers as a means of engaging with organizations – almost two thirds of Philippines digital consumers (65 percent) have connected or interacted with brands, products or companies via social media in the past year.

    “A significant proportion of consumers visit online discussion forums at least monthly and many are now beginning to take an active role in these online discussions, voicing their opinions and sharing their experiences about brands, products or services,” Ingrey said.

    Earlier, Nielsen media officer Zenaida Santos told Sun.Star that two sources were used for the study.
    One is the Global Online Consumer Survey which covers more than 25,000 online consumers globally, of which 504 are from the Philippines. This was conducted online.

    The other is the Media Index Philippines (6,777 respondents aged 15 and above). It covers 22 key cities and was conducted offline (face-to-face) from April 2010 to March 2011.
    From this number, 2894 are internet users in the last 30 days. The combination of these sources generated the results of the latest consumer report. (Virgil Lopez/Sunnex)

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