MANILA There are now almost three out of four Filipino smartphone users

accessing the internet through their phones and they are getting more prolific in how
they spend their time online, devoting 174 minutes or close to three hours of their day
to their phones, according to a report released by Nielsen, a global provider of
information and insights into what consumers watch and buy.

Nielsens Evolving Digital Consumer report reveals the latest trends in consumers
digital platform ownership, behaviour and attitudes across the Philippines using the
only on-device measuring tool in the country.

The report provides a comprehensive view of internet usage and how marketers will
be able to capitalize on emerging trends to be able to target consumers better through
the internet specifically through smartphones or tablets. As part of the study, Nielsen
uses an on-device meter that passively captures the behaviour of consumers on their
smartphones to monitor what consumers actually do with the device.

The media landscape is transforming exponentially with more consumers getting

savvy and sophisticated with how they access content, stated Carlo Santos, Executive
Director for Consumer Insights and Technology Industry Practice, Nielsen
Philippines. As we have more consumers connecting to the internet with more
frequency, with longer duration, and through various portable devices, marketers have
to consider how to tap into this opportunity to engage with the evolving consumer.

In the report, Filipino smartphone users say that they divide their digital lives on
entertainment (78 minutes per day), applications (56 minutes per day), and
communications (40 minutes per day). Following their partiality towards
entertainment, Google Play Store is the app with the largest overall reach of 90
percent, and an average of two minutes consumption per smartphone user. The most
used app, however, is Facebook with an 89 percent overall reach, and an average
usage of 37 minutes a day per smartphone owner.

Mobile device ownership in the Philippines is showing sustained growth this year
with smartphone ownership reaching 34 percent or more than double the ownership
registered in 2013, while tablet ownership is at 8 percent in 2014 compared to 5
percent last year.

Affordability drives the rise in uptake

Propelling the upsurge of smartphone ownership is the availability of more affordable
handsets. In the Philippines, there are about 50 brands available in the market due to
the penetration of manufacturers from China and India as well as the growing number
of local brands, cites Santos. The accessibility and affordability of mobile devices
gives more options for the consumers, including the younger set. In the report, 16-24
year olds continue to own the largest chunk of ownership from 33 percent last year to
39 percent in 2014.

Tablet is the gadget of choice at home

The report reveals that 9 in 10 tablet owners use the device in their homes, accessing
the internet through a wifi connection. While the homes used to be the turf of
television, tablets and smartphones are swiftly encroaching on the territory, observes
Santos. To stay relevant to the consumers, TV and the brands that advertise in this
medium must think beyond traditional programming and integrate digital strategies.

In the same vein, advertisers have to think differently when it comes to smartphone
and tablet advertising, recommends Santos. Effective engagement entails more than
awareness of the brand. Brands must thoroughly think about their digital strategies.
Smartphone owners are a captive audience, spending an average of 174 minutes a day
on their smartphones which makes smartphones a good channel to reach consumers.
However, for consumers to pay attention to the ad, it has to be different from what
they usually see
Over a tenth of a typical Filipino smartphone users time each day is spent staring at
his mobile device.
Taking out of the equation the time spent sleeping, that figure rises to almost one-fifth
of an average Filipinos waking hours used staring at an Internet-connected mobile
device.
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According to a new study released by Nielsen Philippines, Filipino users spend an

average of 174 minutes each day onlinenearly three hoursthrough their
smartphones.
At the same time, the international media and consumer research firm revealed that
three out of four Filipinos who own smartphones now use them as their main access
point to the Internet, pointing to the growing influence that these mobile devices have
over online activities previously reserved for desktop and laptop computers.
In its Evolving Digital Consumer report, Nielsen said that Filipino smartphone users
digital lives revolved mainly around entertainment, which takes up an average of 78
minutes per day among local users.
The Nielsen study showed that the use of smartphone apps (tech shorthand for
applications or task-specific programs) took up an average of 56 minutes a day,
while communications tasks on the smartphone consumed an average of 40 minutes a
day.
The media landscape is transforming exponentially with more consumers getting
savvy and sophisticated with how they access content, Nielsen Philippines executive
director Carlo Santos said in a statement.
As such, companies seeking to do business with consumers were urged to recognize
this growing trend.
As we have more consumers connecting to the Internet with more frequency, with
longer duration, and through various portable devices, marketers have to consider how
to tap into this opportunity to engage with the evolving consumer, he said.
Because Filipino users were partial toward entertainment-oriented activities on their
smartphones, Nielsen said that the Google Play Storean online marketplace from
where various apps are sourcedhad the largest overall reach of 90 percent among
local users.
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Filipinos spent an average of two minutes per day using this app.
But when it came to the time spent per app, Facebook remained on top of the heap
with an overall reach of 89 percent and an average usage of 37 minutes per day per
smartphone user.
Nielsen pointed out that mobile device ownership in the Philippines is showing
sustained growth with smartphone ownership reaching 34 percent in 2014, or over a
third of the local population.
This is more than double the ownership level registered in 2013, while tablet
ownership is at 8 percent in 2014 compared to 5 percent last year.
Propelling the upsurge of smartphone ownership is the availability of more affordable
handsets.
In the Philippines, there are about 50 brands available in the market due to the
penetration of manufacturers from China and India as well as the growing number of
local brands, Santos said. The accessibility and affordability of mobile devices
give more options for the consumers, including the younger set.
In the report, 16-24 year olds continue to own the largest chunk of ownership from 33
percent last year to 39 percent in 2014.
The report also reveals that nine in 10 tablet owners used their devices at home,
accessing the Internet through a wi-fi connection.
While the homes used to be the turf of television, tablets and smartphones are swiftly
encroaching on the territory, Santos said. To stay relevant to the consumers, TV and
the brands that advertise in this medium must think beyond traditional programming
and integrate digital strategies.
As such, advertisers must now think differently when it comes to smartphone and
tablet advertising.
Effective engagement entails more than awareness of the brand, Santos said.
Brands must thoroughly think about their digital strategies. Smartphone owners are a
captive audience, spending an average of 174 minutes a day on their smartphones
which makes smartphones a good channel to reach consumers. However, for
consumers to pay attention to the ad, it has to be different from what they usually
see.

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Nearly 40 percentor two in fiveof children below two years old have used
a smartphone or tablet, a new study has found.

The study by family advocacy organization Common Sense Media showed

this was a big jump from the 10 percent in 2011, tech site Mashable reported.

But the study also showed that by age 8, 72 percent of children have used a
smartphone, tablet or similar device.
"This is the true sign that the digital generation has arrived," it quoted
Common Sense Media's founder and CEO Jim Steyer as saying.

"We're seeing a fundamental change in the way kids consume media. Kids
that can't even talk will walk up to a TV screen and try to swipe it like an iPad
or an iPhone," he added.

Citing data from the study, Mashable said the gadgets in the little ones' hands
were used for games, viewing videos and other media-related purposes.

Also, the study showed a rapid adoption by young children of mobile devices.

In comparison, computer use among children under two grew from 4 to 10

percent from 2011 to 2013, while TV viewership among such children
remained stable at 66 percent.

Viewership of DVD videos even declined from 52 percent in 2011 to 46

percent in 2013, the study added.

Ethical and valuable tech

But Steyer also said this study also shows companies must work to create
"ethical and valuable" technology.

He said this includes making devices and apps that do not encourage
addiction, are educational and respect the privacy of families.

"This trend is a big deal to the tech industry, and there's a profound impact on
children and families. We've got to use these things wisely," he said.

Longer use

Mashable said the study also showed children are using smartphones and
tablets for longer times, tripling from 2011.

In 2013, the study found children ages 0 to 8 spent about 15 minutes a day
using mobile devices, way up from five minutes a day in 2011.

Pros and cons

But Steyer also said that while increased use of mobile devices can be
educational, such gadgets could cause "developmental harm" if they are
overused - or worse, used as "virtual babysitters."

While the American Academy of Pediatrics recommends that parents should

bar all screen time for children under 2, including mobile devices, Steyer said
tablets and smartphones can be educational if used responsibly - and if time
and content are monitored.

"We need to make screen time learning time. Technology used wisely is an
essential element to education," he said. TJD, GMA News

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