In number four in our series covering individual Asian market digital landscapes, we take a look at The Philippines.
With a population of almost 100 million, around half of which are under 23, The Philippines presents a compelling story of opportunity for brands and investors.
According to Google, internet penetration is projected to jump from 33 million in 2013 to 41 million in 2014. The Philippines is already the second biggest digital market in South East Asia, with experts predicting further growth to 50% coverage within the next 3 years.
In 2012, the average consumer spent nearly a day, or an average of 22 hours a week on the Internet.
Ecommerce is on the rise, demonstrated by the strength of sites like Sulit, Zalora, and Lazada – which alone boasts more than 1 million daily visits.
Social is important, with Filipino consumers avid – and often creative – users of Facebook, Instagram and Twitter. In an interesting strategic move Facebook is trialling zero data charge mobile access in a partnership with local telco Globe to drive usage beyond an already impressive 30 million accounts.
The biggest story however is mobile, with 106 million mobile subscribers, and around two thirds of users possessing internet enabled devices according to the ADMA.
Mobile web users consume over 6.4 hours of media per day, and mobile has now overtaken desktop as the primary form of connection to the web for many Filipinos. Not a surprising trend in Asia, and one that will accelerate further over the coming years.
Below are five of the latest takeaway resources covering the key areas of The Philippines digital landscape.
Our Mobile Planet: Philippines (2013)
Google report looking at the Mobile consumer,
The State of Philippine Internet Usage (2013) [Infographic]
Topline internet facts and figures from Forward.
Perfect Digital Storm: The Philippines (2014)
Executive summary of a longer paid report, but a useful digital landscape overview.
Mobile Devices & Media Consumption in the Philippines (2013)
Mobile overview from InMobi.
Philippines Start Up Report (2013)
A quick report on the Philippines through the lens of a Silicon Valley serial entrepreneur covering many of the key landscape issues.
Also some interesting presentations focusing on Instagram and Philippines Ecommerce. Plus a recent white paper from Mobext looking at advertisers attitudes towards mobile marketing.
As always, if there are any resources we have missed, please let us know.