EVEN with the majority accessing the Internet in Internet cafes, Filipinos now spend more time surfing the Web than watching TV, according to the inaugural Nielsen Southeast Asia Digital Consumer Report.
The Nielsen Co. said Filipinos spend an average of 21.5 hours on the Internet every week, second only to Singaporeans who spend an average of 25 hours online per week.
Filipinos spend only 13.3 hours every week watching television; 6.3 hours listening to the radio; and 3.6 hours reading newspapers, magazines and other periodicals.
“Rapid technological developments, including high-speed Internet access and Wi-Fi, and increasing ownership of connected devices such as smartphones and tablets are revolutionizing digital media usage in Southeast Asia, with Internet usage in some markets surpassing time spent on traditional media such as television, radio or print,” Nielsen said.
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Nielsen’s report identified Facebook as the dominant social-media site in the region, with 90 percent of digital consumers in Indonesia maintaining an active profile on Facebook, 81 percent in the Philippines and 78 percent in Malaysia.
In Thailand and Vietnam, Facebook does not enjoy such dominance, with competitors 4Shared (Thailand) and Zing (Vietnam) holding significant market share. YouTube enjoys widespread popularity in Southeast Asia, ranking as the second or third most popular social-networking site in all six Southeast Asian markets.
Nielsen said social-networking sites are becoming increasingly popular among Southeast Asian digital consumers as a means of engaging with organizations. Almost two-thirds of Philippines digital consumers, or 65 percent, have connected or interacted with brands, products or companies via social media in the past year, as have 60 percent of digital consumers in Malaysia and 56 percent in Singapore.
“Social-media platforms offer myriad opportunities for organizations to engage with consumers, and social media are becoming an increasingly critical means of influencing consumer decision-making. As Southeast Asian digital consumers are becoming more familiar and comfortable using social media, their level of participation is also increasing. A significant proportion of consumers visit online discussion forums at least monthly and many are now beginning to take an active role in these online discussions, voicing their opinions and sharing their experiences about brands, products or services,” said Melanie Ingrey, Nielsen’s regional research director, in a statement.
E-mail remains the most popular activity in the Philippines, Malaysia, Singapore and Thailand. News tops the list in Vietnam while private messaging is a hit in Indonesia.
Compared to its neighbors, Filipinos are ranked third in terms of watching TV, with Indonesians topping the list by spending as much as 20.3 hours every week, while Vietnamese spend 16.6 hours every week, placing it second in the region.
In terms of listening to the radio, the country also ranked third. Indonesians again topped the list by spending 8.3 hours every week listening to the radio, which was closely followed by Singaporeans who spend 7.5 hours every week.
But as for the print media, the Philippines was the laggard in the region. The biggest consumers of print media in the region were Singaporeans who spend 5 hours every week reading newspapers, magazines, and other periodicals.
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