MANILA, PHILIPPINES, SEPTEMBER 12, 2011: Filipinos have shown an increased preference for the web, according to global custom market research company Synovate’s Media Atlas Philippines. Results of the study indicate that while TV sits comfortably on top with 37% of audiences deeming it as the best medium for ads, the internet now ranks a closer second with an increased 25%.
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Digital also seems to have taken the country by storm as ownership of mobile phones tripled since 2007 from 12% to 42% this year. A staggering 27% of the population also reported that they intend to use their mobile phones more frequently, while 21% of the respondents consider mobile as the one thing they cannot live without. Increased in-home access of internet also contributed to the overall rise of online activities the country.
In the print department, newspapers continued to dominate with 30% of the population reading one or more local or English titles. Still, magazines are a close second with 22% of readers identifying it as their favorite source of printed information. “Print readers are more upscale, offering good targeting opportunities to advertisers,” comments Steve Garton, managing director for Synovate Media. “English dailies and magazines offer their highest reach into the important Greater Manila where higher socio targets are at their most concentrated.”
The Philippines’ own brand of shopping also remains strong as sari-sari stores (local community stores) still attract 88% of the buying public. Drug stores and wet markets also have something to celebrate as seven of 10 Filipinos visit them for purchases. “Though going shopping and eating out appear to be an established lifestyle with six of 10 Filipinos – together with visiting convenience stores, department stores and malls, supermarkets and fast food outlets in the past month – notable downward trends on incidences of visits to some of these places can be reflective of current economic conditions,” says Carole Sarthou, managing director of Synovate Philippines.
Other notable figures derived were on the number of Filipinos with life insurance (15%) and credit cards (11%). Garton also added that 73% of Filipinos admitted that they are taking steps to secure their retirement with the help of financial institutions that play a role in making this happen.
The Synovate Media Atlas covers all major urban areas in the Philippines with a rolled annual sample of 8,000 interviews across socioeconomic classes. This year’s report tracked movement from October 2010 to July 2011.
