According to the study called Digital Life 2011, Filipino online users are spending an average of nine hours a week connected, majority of which are for e-mail (29 percent of online users check e-mail daily), social networking (28 percent) and multimedia (20 percent). Meanwhile, young Filipinos belonging to the 16 to 24 age group are most active in social networking.
The number of mobile Web users visiting social-networking sites grew from 30 percent to 46 percent globally, and from 26 percent to 50 percent in emerging markets, leapfrogging many of the developed markets. In the Philippines Facebook ranked third as the top mobile content/service provider (2010).
“This study covers more than twice as many markets as any other research.” said TNS chief development officer Matthew Froggatt in a media briefing held in Makati City.
“It is the first truly global research into online activities, including all the key emerging markets of the BRICs [Brazil, Russia, India and China] and many of the ‘Next 11.’ We have also researched beyond basic behavior to provide more detailed data into attitudes and emotional drivers of that behavior,” he added.
The study also pointed out that online consumers are on an average basis spend more time on social-networking sites, such as Facebook and LinkedIn, than on e-mail despite the former getting popular in many countries in the last two to three years.
In rapid growth markets, such as Latin America, the Middle East and China, TNS said online users on an average time per week spend 5.2 hours compared with only four hours on e-mail. Online consumers in mature markets remain more reliant on e-mail, spending 5.1 hours checking their inboxes compared with just 3.8 hours on social networking. Malaysians (nine hours per week), Russians (8.1 hours per week) and the Turks (7.7 hours per week) are the heaviest users of social networking.
Malaysian online consumers emerged as the friendliest with an an average of 233 friends in their social network, closely followed by Brazilians with 231. The least social are the Japanese with just 29 friends and Tanzanians who have, on average, 38 in their circle of friends.
Surprisingly, the study said Chinese consumers only have an average of 68 friends in their networks despite being heavy users of social-networking sites, an indication that the Chinese culture espouses closer friendships.
Meanwhile, Filipino digital consumers have shown a relatively large number of social network and brand friends. Filipinos have an average of 171 friends, higher than the global average of 120. Brand friends (engaging with brands and their activities on social media) are also slightly higher at the average of five, compared to the global average of four. Just like their global counterparts, the survey noted the Filipinos’ eagerness for information and special offers are key drivers for engaging with brand fan pages.
“Social media can be used as platforms for executional expressions of the communications idea that connect, engage and actively encourage consumers to join in, share, comment and cocreate,” explained Gary de Ocampo, TNS Philippines managing director.
He added that 83 percent of Filipinos online were found to be “aspirers.” This means 27 million Filipinos seeking to create a personal space online.
TNS said the Internet has a pervasive role in the 21st century but the impact will differ depending where the people live. In developed countries the Internet has already become a commoditized item that consumers take for granted.
However, in underdeveloped markets, like the Philippines, users are embracing these new channels in much more active ways. The study said the Internet has motivated the people in developing countries to become more active online and engaging in new forms of communications.
Globally, people who have online access have digital sources as their number one media channel. About 61 percent of online users use the Internet daily against 54 percent for TV, 36 percent for radio and 32 percent for newspapers.
In the Philippines however, digital is the third most frequently-used medium with 11 million Filipinos aged 16 to 60 from class ABCD homes accessing the Internet daily, following the more traditional media of television and radio, at 81 percent and 43 percent, respectively.
