MANILA – Multiscreen users (defined as people who own, or have access to a TV and a smartphone and/or tablet) in the Philippines consume nine hours of screen media per day during a six hour period, according to the findings of Millward Brown’s 2014 AdReaction Report that analyzes multiscreen use and behavior across 30 countries. This figure is significantly higher than the global average of about seven hours of multiscreen time per day. Interestingly, almost 80 percent of this screen time is driven by newer screens such as smartphones, laptops and tablets.
As with most of the countries across the world, smartphones emerged as the primary screen in the Philippines – taking up three hours of user time especially during the day. TV noticeably jumps during early evening primetime hours while laptops are a strong second screen with 143 screen minutes daily. Filipinos also log the highest screen time on tablets (115 minutes daily) among the markets surveyed in Asia Pacific. Tablet and laptop minutes in the Philippines are also among the highest globally.
Millward Brown’s AdReaction Report explores consumer receptivity to advertising on TV, smartphones, laptops and tablets, and reflects a global sample size of 12,000, including more than 3,000 Asia Pacific respondents. In the Philippines, 388 multiscreen users were surveyed. The findings are aimed at helping advertisers make sense of the multiscreen world for brand building by taking advantage of the capabilities and effectiveness of each screen.
Users in the Philippines spend 47 percent of screen time simultaneously using TV and another digital device. Of this, “stacking” (simultaneously viewing unrelated content) and “meshing” (simultaneous viewing of related content) behaviors are done in equal amounts. Meshing minutes are a higher proportion in the Philippines than in almost all other markets, second only to Thailand. Stacking minutes in the Philippines are largely comparable to other countries.
The survey also shows that TV tends to be more of a trigger for multiscreen usage in the Philippines with digital devices generally used more to continue or complete tasks. Tablets are a slightly more common continuation device in the Philippines than the global average. The study’s findings also suggest that while multiscreen sequences are most likely to start on TV and continue on a smartphone, all screen sequences are possible.
The study reveals that marketing receptivity is higher for TV than for ads on digital screens, but in the Philippines figures revealed digital ad favorability and attention to be higher than global averages. Laptops are much more likely to be used exclusively than smartphones or tablets.
Commenting on the survey Goutam Mitra, Managing Director Philippines, Millward Brown said, “Meshing in the Philippines is much higher compared to almost all other countries and shifting still occurs half of the time, creating a big multiscreen marketing opportunity that brands can take advantage of using synergistic multiscreen campaigns. Combining receptivity with screen time shows that digital minutes and receptivity among Philippines screen consumers are much higher than global averages and, thus, good opportunities for marketers.”
Receptivity for all types of marketing approaches is generally high in the Philippines. However, online ads promoting TV ads or shows are noticed less than others. Aside from mainstream TV advertising, marketers might also want to take advantage of the popularity of micro-videos in the Philippines to come up with content that could transcend screens, as social networking is a popular activity on digital screens in the Philippines. TV ads are still most associated with meeting needs while smartphone ads help brands be seen as popular trend-setters.
“Keeping these consumer insights in mind, marketers can now be better equipped to make the right decisions while reaching their target audience,” said Rob Valsler, Regional Director for Media and Digital at Millward Brown. “Campaigns that are consistent and concise, and connected across screens, are more likely to deliver brand value.”
