Philippines’ Net Index 2011 by Yahoo and Nielsen

Yahoo! Philippines and market research company Nielsen recently released the results of its Net Index 2011 study which, among others, “a shift from shared to private access” in how Filipinos connect to the internet.

Net Index 2011 is the third, consecutive study by Yahoo! and Nielsen that dwells on Filipinos’ internet habits.

PH Net Index 2011 Highlights by Yahoo and Nilsen

In a press release, Yahoo! shared key results of the study:

1. Shift from shared to private access continues

  • Although majority of the Filipinos access the Web from Internet cafes, this trend is decelerating from 71% in 2009 to 66% in 2011, with private access at home becoming more popular, increasing from 27% to 35% over the same period
  • Mobile Internet which had grown from virtually zero in 2009 to 5% in 2010, has remained stable (4%)

2. Social networking is at par with Search

  • – Social networking (82%) is at par with Search (80%) as the dominant internet activities
  • – Social networking is not just an activity but is the starting point for online experience for many (39%)
  • – Social networking users are becoming more selective and specific about choosing who they want to socialize with (59%)

3. Overall engagement on the Internet on the rise

  • Entertainment consumption is growing particularly international music (68%), local music (65%), viewing interesting videos or photos (59%) and playing online games (56%)
  • Mail (64%) and Messenger (69%) remain a relevant platform to connect and communicate

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
  • Online transactions remain in its infancy stage of development given the the constraints around product authenticity and infrastructure however word of mouth is especially powerful in Philippines and can favour the concept of deal aggregation sites

That “online browsing through Internet cafes declined from 71% to 66% and home Internet increased from 31% to 35% over the past two years” is a notable change. In my opinion, this development could be credited to the needs of overseas Filipino workers and the middle class to be connected and to express themselves.

Top online activities

The top two online activities of Filipinos Social Networking (82%) and Search (80%).

Other major internet activities in the Philippines are: international music (68%), local music (65%) viewing photographs and videos (59%) and playing games (55%).

With 11% of the population living and working overseas, Mail (64%) and Messenger (69%), which are one-to-one communication platforms, remain critically important to Filipinos everywhere to connect and communicate with their friends and families.

Below, meanwhile, are the 2009 and 2010 Net Index studies, also by Yahoo!-Nielsen:

Net Index 2010 Highlights_Press Briefing (2010-06-08)

Yahoo-Nielsen Net Index 2009 Highlights