Laurent Goirand from Group M talks about the PH Digital Consumer from DigPH: Big Digital Ideas for Small to Medium Businesses (April 22, 2015) Videos: Part 1 of 2 https://www.youtube.com/watch?v=h4cIZMqv1Ro Part 2 of 2 https://www.youtube.com/watch?v=2ImR3TDusqU

1. The PH Digital
Consumer

2. What do we mean by digital?

3. Sources: Internet World Stats, Internet Live Stats, GSMA Intelligence, eMarketer, GlobalWebIndex | Q4 2014 Philippines
108 39 115 25 37
Million Filipinos Million Have Internet
Access
Million Mobile Penetration
95% prepaid;
42% mobile broadband
Million Smartphones Million Facebook Account
Owners
Few numbers
23% penetration rate
9% to 23% in 1 year

4. 16 to 24 – 31%
25 to 34 – 29%
35 to 44 – 21%
45 to 54 – 12%
55 to 64 – 6%
Source: GlobalWebIndex | Q3 2014 Philippines
52% Female | 48% Male

5. 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Q1 2011 Q2 2011 Q4 2011 Q2 2012 Q2 2013 Q3 2013 Q4 2013 Q1 2014 Q2 2014 Q3 2014
Mobile phone
Personal PC/laptop
Tablet device e.g. iPad
Work PC/laptop
Source: GlobalWebIndex | Q3 2014 Philippines
Mobile internet access almost at par with desktop
internet access.

7. Does this
seems
familiar to
you?

8. We can look
at endless
graph and
numbers…

9. But what really matter
Isn’t numbers any
more…

10. Wake up time…

11. Breakfast
time

12. Commuting
time

13. Bus Stop
Train Station
Office
Coffee Shop
Supermarket
Home Home
“One day in our life”

14. Source: TNS Connected Life 2014

15. Source: GlobalWebIndex | Q3 2014 Philippines
Mobile is a constant touch point throughout the day

16. Source: GlobalWebIndex | Q3 2014 Philippines
Philippines Global Average
Mobile Internet
Usage
2012 45% 58%
2013 49% 64%
2014 61% 70%
Daily Time Spent
on Mobile Internet
(Hours)
2012 1.48 1.24
2013 2.05 1.55
2014 2.72 1.85
Top Mobile
Operating
Systems
Android 71% 68%
iOS (iPhone) 22% 20%
Windows Phone 8% 6%
Mobile Sharing (%
of mobile users
who share device
with others
34% 27%

17. Roughly 1% to 3% of
digital spend going to
mobile

18. Are we
missing
something
here?

19. 1st key
Think mobile first

20. 1st key
Think mobile first
In the context of your
business

22. 0% 5% 10% 15% 20% 25%
Less than 30 minutes
30 minutes to 1 Hour
1 to 2 Hours
2 to 3 Hours
3 to 4 Hours
4 to 6 Hours
6 to 10 Hours
More than 10 Hours
Do not use
Global
Philippines
Source: GlobalWebIndex | Q3 2014 Philippines

23. 37
Million
Facebook
Account
Owners
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Q2 2013 Q3 2013 Q4 2013 Q1 2014 Q2 2014 Q3 2014
Account Ownership
(Facebook)
Active Usage
(Facebook)
Source: GlobalWebIndex | Q3 2014 Philippines
Filipinos remain very active in Facebook

25. Reach is
declining..

26. Reach is
declining..
To favor
only the
best
audience?

27. Some content got more traction

28. From FB
perspective
it seems to
pay…

30. 2nd key
Social becomes a
strategic paid channel

31. 2nd key
Social becomes a
strategic paid channel
&
A key customer support
channel

33. Source: TNS Connected Life 2014
Entertainment is next highest form of content Filipinos
consume next to social media online

34. Watched a video 78%
Checked information on music, leisure or entertainment 64%
Watched a full length film 59%
Watched television shows on demand (not live) through an
Internet service 59%
Listened to music on a music streaming service 58%
Played an online game 57%
Watched a vlog (a video of a blogger talking about something) 45%
Streamed a full length TV show LIVE 44%
Listened / watched a podcast 43%
Listened to LIVE radio online 41%
Watched a full length sports program 41%
Subscribed to an RSS feed 32%
Source: GlobalWebIndex | Q4 2014 Philippines
Watching videos are among the top
entertainment activities online.

35. Brands
usually look
at getting
80% reach
on TV

36. 60% reach
on TV
15% incremental
reach through
online TV
What if ?

37. We are craving for content
So how to I take advantage of
this for my business?

41. 3rd key
Engage through content
Wisely mix branded and
unbranded content

42. DATA

44. Data is more
powerful than
ever but we need
to find smart ways
to look at it

45. Site visits
Impressions
Reach
Sentiments
Sale
Credit card acquisition
Visit to showroom
And it is not only

47. GroupM
Fusion Lab

48. 4th key
Measure and visualize
your performance to take
business decisions

54. 5th key
Digital is not replacing
our traditional channels
It s giving them a new
life

55. Before ending…

56. Q&A

57. THANKS
LAURENT GOIRAND
HEAD OF DIGITAL GROUPM
LAURENT.GOIRAND@GROUPM.COM