THE PHILIPPINES, AUGUST 11, 2011 — Yahoo! Inc. has announced the results from its 3rd Net Index study, revealing that a shift from shared to private access continued. Online browsing through Internet cafes declined from 71% to 66% and home Internet increased from 31% to 35% over the past two years. The annual Yahoo! Net Index study was conducted in conjunction with Nielsen, one of the world’s leading market research groups.
Search (80%) plays a significant role in the overall engagement on the Internet as Filipinos go online for leisure and entertainment, particularly international music (68%), local music (65%) viewing photographs and videos (59%) and playing games (55%). Social networking (82%) is at par with Search and also popular among the Filipino youth.
The research also shows that 10–29 year old demographic remains the core audience group driving the Internet adoption in the Philippines.
"Net Index provides in-depth consumer insights that help marketers as well as Yahoo! to craft meaningful strategies, engage with consumers and drive real results," said Country Ambassador and Sales Director of Yahoo! Philippines, Arlene Amarante. "The success of our entertainment sites, OMG! and Yahoo! Coke Music Studio, for example was a direct response to the research findings combined with Yahoo!’s intimate understanding of how Filipinos consume content online."
According to Jay Bautista, Managing Director for Media, The Nielsen Company, Philippines, "The Yahoo! Net Index study delivers targeted consumer insights to assist advertisers develop tailor-made digital marketing programs for their desired consumer base. The insights help them build innovative consumer experiences and drive measurable results to fulfill their marketing objectives."
Net Index incorporates well-established methodologies and techniques in the sample selection to ensure complete representation of the target population. Respondents were selected using a multi-stage probability sampling technique. Yahoo! provides its clients with the relevant data to enable them to make informed decisions about advertising on its properties.
Key findings of Net Index 2011 Philippines include four overarching themes:
1.Shift from shared to private access continues.
2.Overall engagement on the Internet on the rise. Entertainment consumption is growing. Mail and Messenger remain relevant platforms to connect and communicate
3.Social networking is at par with Search as the dominant internet activity.
4.E-commerce shows potential given consumer interest . The level of comprehension for group buying is moderate (32%), however, among those who understand the concept, almost half (48%) show interest, proving that e-commerce exhibits potential.
