“MULTIMEDIA-TASKERS” are increasing nationwide, the local unit of The Nielsen Co. yesterday said, with more Filipinos able to watch TV, use their mobile phones or surf the Web at any given time in urban areas.
Penetration rates for these so-called “three screen” consumers nearly doubled last year from 2006, indicating a complementarity that advertisers can utilize.
“The average in total urban Philippines is 23% in penetration. That’s about eight million individuals who have access to the three screens at any given point,” said Gerald G. Bautista, managing director of The Nielsen (Philippines) Co.
This is up from 13% in 2006, Mr. Bautista told reporters at a briefing.
Penetration was the highest in Metro Manila at 34%, equivalent to 3.17 million three screen consumers. Widening the scope to Mega Manila, penetration was said to be at 28%, or 4.97 million consumers
In other urban centers such as Cebu, the penetration rate was 22% (281,000 consumers) while in Davao it was at 28% (179,000 consumers).
“The three screen consumers are significantly using other media as well, they’re using the radio, watching movies and they read a lot in terms of magazines and broadsheets,” Mr. Bautista said.
“Indeed, the three screen consumers are very much multimedia-taskers.”
The largest proportion, or 34%, of three screen consumers are students. Mr. Bautista said this was to be expected, given that their generation basically grew up with the internet.
Other users are professionals who use the three media for occupation or work, or those who have the money to “play with the gadgets”.
In terms of television behavior, three screen consumers were found to watch TV everyday and almost 50% had cable subscription. Almost half access the internet four to six times in a week, with the access point nearly a 50-50 split between internet cafes or homes. For mobile phones, 96% are prepaid subscribers.
On a per medium basis, Nielsen said TV penetration increased to 96% last year from 95% in 2009. Access to the internet also grew to 36% in 2010 from 33%. The mobile telephone penetration rate remained at 63%.
The Nielsen data was taken from a survey of 2,000 respondents aged 10 and above in 21 cities nationwide.
“The average in total urban Philippines is 23% in penetration. That’s about eight million individuals who have access to the three screens at any given point,” said Gerald G. Bautista, managing director of The Nielsen (Philippines) Co.
This is up from 13% in 2006, Mr. Bautista told reporters at a briefing.
Penetration was the highest in Metro Manila at 34%, equivalent to 3.17 million three screen consumers. Widening the scope to Mega Manila, penetration was said to be at 28%, or 4.97 million consumers
In other urban centers such as Cebu, the penetration rate was 22% (281,000 consumers) while in Davao it was at 28% (179,000 consumers).
“The three screen consumers are significantly using other media as well, they’re using the radio, watching movies and they read a lot in terms of magazines and broadsheets,” Mr. Bautista said.
“Indeed, the three screen consumers are very much multimedia-taskers.”
The largest proportion, or 34%, of three screen consumers are students. Mr. Bautista said this was to be expected, given that their generation basically grew up with the internet.
Other users are professionals who use the three media for occupation or work, or those who have the money to “play with the gadgets”.
In terms of television behavior, three screen consumers were found to watch TV everyday and almost 50% had cable subscription. Almost half access the internet four to six times in a week, with the access point nearly a 50-50 split between internet cafes or homes. For mobile phones, 96% are prepaid subscribers.
On a per medium basis, Nielsen said TV penetration increased to 96% last year from 95% in 2009. Access to the internet also grew to 36% in 2010 from 33%. The mobile telephone penetration rate remained at 63%.
The Nielsen data was taken from a survey of 2,000 respondents aged 10 and above in 21 cities nationwide.
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