Can you last an hour without using your smartphone?
MANILA, Philippines – About 3 of 4 Filipinos are accessing the Internet through their smartphones, spending 174 minutes or nearly 3 hours a day, Nielsen’s Evolving Digital Consumer report showed.
“The media landscape is transforming exponentially with more consumers getting savvy and sophisticated with how they access content,” said Carlo Santos, Executive Director for Consumer Insights and Technology Industry Practice, Nielsen Philippines.
Santos added that as more consumers connect to the internet with more frequency, with longer duration, and through various portable devices, marketers should consider how to tap into this opportunity to engage with the evolving consumer. (READ: Surviving without a smartphone)
Based on the report, Filipino smartphone users say they divide their digital lives on entertainment (78 minutes per day), applications (56 minutes daily), and communications (40 minutes a day).
Google Play Store is the app with the largest overall reach of 90%, and an average of two minutes consumption per smartphone user.
The most used app, however, is Facebook with an 89% overall reach, and an average usage of 37 minutes daily per smartphone owner.
Mobile device ownership in the Philippines is also showing sustained growth this year with smartphone ownership reaching 34% or more than double the ownership registered in 2013, while tablet ownership is at 8% in 2014 compared to 5% last year.
Affordability drives the rise in uptake.
"In the Philippines alone, there are about 50 brands available in the market due to the penetration of manufacturers from China and India as well as the growing number of local brands,” Santos said.
“The accessibility and affordability of mobile devices gives more options for the consumers, including the younger set,” he added.
In the report, 16-24 year olds continue to own the largest chunk of ownership from 33% last year to 39% in 2014.
The tablet is the gadget of choice at home. Nine in 10 tablet owners use the device in their homes, accessing the Internet through WiFi connection.
“While the homes used to be the turf of television, tablets and smartphones are swiftly encroaching on the territory,” Santos observed.
Santos added that to stay relevant to the consumers, TV and the brands that advertise in this medium must think beyond traditional programming and integrate digital strategies.
“In the same vein, advertisers have to think differently when it comes to smartphone and tablet advertising, Santos recommended.
Smartphone owners are a captive audience, spending an average of 174 minutes a day on their smartphones which makes smartphones a good channel to reach consumers, Nielsen said.
“However, for consumers to pay attention to the ad, it has to be different from what they usually see,” the report added.
Nielsen’s Evolving Digital Consumer report reveals the latest trends in consumers’ digital platform ownership, behavior, and attitudes across the Philippines using the only on-device measuring tool in the country. – Rappler.com