DESPITE the growing popularity of the Internet, the latest Nielsen study showed that in the Philippines, Filipinos’ consumption of traditional media, such as newspapers, television, and radio is either stable or increasing.
Based on the latest Nielsen Cross-Platform report, around 14 percent of Filipinos living in urban areas read broadsheets, tabloids, and regional newspapers. This has remained stable in the past year.
Over the past year, radio and television consumption increased to 62 percent and 95 percent, respectively. Television viewership was initially pegged at 93 percent, while radio listening was at 53 percent in the same period in 2013.
“While the assumption may be that the internet—and by extension, accessing the Internet via mobile devices—is taking the place of traditional media, Nielsen’s Consumer and Media View study shows that this is not the case. Newspaper readership [broadsheets, tabloids, and regional newspapers] remains stable over the past year and steady quarter on quarter, with around 14 percent of people in National Urban Philippines being yesterday readers,” Nielsen said.
Nielsen said that among the media formats, online sites are accessed throughout the day on various devices.
Specifically, online activity on desktops plateau during working hours and peak on laptops at night, while consistent use is observed on mobile phones and tablets throughout the day.
In contrast, newspaper readership and radio listening are most popular in the early morning before working hours, while TV viewing dips in the afternoon and increases drastically during prime time. Internet TV, however, follows online behavior rather than traditional TV behavior—it is consistent throughout the day.
“People are using traditional media in union with the new media. When people dual-screen, they may be watching TV while also accessing online content related to the TV programs they are watching or they may also be accessing unrelated content altogether. Dual screening behavior is fragmented and thus, it has become increasingly more important to understand how people behave across different media,” Nielsen Philippines managing Director Stuart Jamieson said.
The report stated that the change in the digital consumers’ media consumption habits is more pronounced in how engaged these consumers are with multiple screens. In the Philippines, almost all digital consumers, or 96 percent engage with two screens simultaneously, and as many as eight in 10 engage with three screens simultaneously.
Jamieson said this is largely due to the proliferation and greater accessibility of mobile devices that allow mobile Internet capability throughout the day. Easily accessible handheld devices make it possible for Filipinos to switch from online to TV to radio to print, depending on the time of day.
“The swift integration of connected devices into the lives of consumers is instrumental in the shift in the consumption of media, which includes multiscreening as a prevalent behavior,” Jamieson said.
The Nielsen Cross-Platform Report looks at digital video consumption by Internet users across screens, patterns of behavior, and the impact digital video is having on traditional media, reveals major trends impacting media consumption habits among the region’s digitally engaged consumers: increasing connectivity; demand for choice and control; and growing consumption of online video content.
The report provides an in-depth look at the changing media landscape in some of the most dynamic markets in rising Asia, including Indonesia, Malaysia, Singapore, Thailand, the Philippines, Vietnam and India. In all markets, a sample of 1,000 frequent online users (those who used the internet in the past month) were aged 16 years and above.
The results and analysis do not cover the behaviors or profiles of consumers who do not use the internet. Responses were collected in April and May 2014.
Cai U. Ordinario
1 comment
Can you show the source, or rather the link of the actual analytics done by Nielsen? It gives me a hard time finding the actual analytics since its too old.