1.Comm215 Digital Media AcrossAsia
AboutthePhilippines

2. Demographics
3. Population
Total: 90.35 million
4. Age
5. Language
Filipino
English
Local Dialects
Cebuano
Ilocano
Hiligaynon
Waray
Papamgo
Pangasinense
6. Economy
GDP: $320.6 billion
GDP per capita: $3,400
GDP growth: 4,5% (est. 2008)
GDP by sector:
Services: 54.3%
Industry: 31.9%
Agriculture: 13.8%
7. Culture
8. Family
Filipinos valuetheirrelatives more thananything
Filipinos workingoverseas use Social Media to stayintouchwiththeirrelatives:
Facebook
Friendster
Blogs
9. Religion
3rd largestCatholicnation
The catholic church has run petitions against inappropriate behavior because of offensive posts in some blogs
10. Mobile Landscape
11. The Texting Capital of the World
One of the highest SMS traffic in Asia
Average of 1 billion SMS sent daily
Mobiles have well overwhelmed fixed-lines
Mobile penetration rate 75%
Growth has also been coming from outside the main city of Manila, with the big operators, Globe and Smart, vigorously competing for lower income segments of the population by offering a range of cheap prepaid products
12. Internet Landscape
13. Internet Penetration- 21.5%
Source: universalmccann.bitecp.com/wave4/Wave4.pdf
14. Top Websites
Facebook
Yahoo!
Google Philippines
Youtube
Friendster
Google
Blogger
Wikipedia
Multiply
Zynga
Top Social Network!
Top Search Engine!
Top Blogging Platform!
Top Online Gaming!
15. 98.1% watching video clips online, up from a mere 39.9% in 2006.
16. 64.9% started their own blog as of up from 14.1% in 2006
17. Technology Implications
18. Digital Divide in the Philippines
Phone (both fixed and cellular) and personal computer ownership is concentrated in Metro Manila and the nearby regions
Personal computer ownership is non-existent for the poorest half of all households in the country
19. NGO efforts
HotCity Wireless
Promotes the use of low-cost wireless technology as a tool for the economic, social, and educational advancement of underprivileged citizens in the Philippines
Establish a low-cost wireless infrastructure to be utilized for global collaborative learning, knowledge sharing, and community participation
20. Online Advertising in the Philippines
Lion's share of the online advertising will continue to go into display advertising, a trend echoed by the other ASEAN countries
Source: Yahoo!-Nielsen Online Industry Review
21. Media Landscape
22. Traditional Media
23. Traditional Media
Figures for advertising spending in the Philippines:
98% on traditional media such as print, broadcast and outdoor advertising, 2% online media.
Print Media
56% of the Philippines population still preferred to look through ads in print media such as newspapers and magazines.
Print media ranked third next to television and radio as the choice for advertisers
Television
Television advertisements remained high up in the consumer consciousness index.
Terrestrial, or non-cable television usage, appears to be nearing saturation levels with 98% of respondents saying that they liked to watch free TV channels.
Television accounted for the lions share of ads at 73% in 2008
24. Social Media
25. Friendster Capital of Asia
Friendsters biggest stronghold is the Philippines, with more than 12 million active users per month
90% of Friendster traffic comes from the Philippines, Malaysia, Indonesia and Singapore.
26. Facebook overtakes Friendster in 09
Friendster traffic in Southeast Asia dropped from 32.6 million unique monthly visitors in August 2008 to 13.7 million in August 2009
Facebook traffic rose from 24.8 million to 71.1 million
Coincides with Facebooks rollout of several language-specific sites, including the Philippines and Malaysia in October 2009
27. 5th most Facebook users in Asia
28. Government Issues
Case of Noynoy Aquino
2007 pitch to bloggers
Letter appealing to bloggers for help
2010 Philippine presidential elections
Noynoy set up channels on social media platforms, Facebook, Twitter, Friendster, Multiply, and Youtube
Other presidential candidates with Facebook accounts include Senator Manny Villar,, Senator Francis Chiz Escudero, and Defense Secretary Gilberto Teodoro
29. Case Study
Typhoon Ondoy
Twitter
Facebook
Youtube and Flickr