PHILIPPINES, AUGUST 5, 2010 —Synovate, the global market research arm of Aegis Group plc, recently announced their Media Atlas Philippines 2009-2010 findings, revealing that the daily lives of Filipinos revolve around many forms of media and entertainment. Media Atlas Philippines covers all major urban areas in the Philippines with an annual sample of 8,000 interviews conducted by a combination of telephone and face-to-face interviews at the homes of the respondents.
Here are a few of the findings:
-99% of urban Filipinos watch Television. It is in fact, the pastime of choice.
-77% of urban Filipinos still listen to the radio with FM having more listeners than AM.
-40% of urban Filipinos access the internet daily, mostly using it for interactive communication.
For those with Internet access, the top activity is communicating via email or chat, followed by social networking. Information search is used by fifty-six percent of the respondents.
< height="258" width="200" alt="" src="/global//UserFiles/steve. " />
Print isn’t dead, however. Newspapers remain a firm favorite, with thirty percent reading one or more local or English titles, and close to one quarter reading magazines. “Print readers tend to be more upscale, offering good targeting opportunities to advertisers,” comments Steve Garton, global media director of Synovate.
There is plenty of scope ahead for some marketers, notably in financial services. The current figure for having life insurance is fourteen percent, while twelve percent have at least one credit card, rising to around fifty percent for AB upper socio groups.
Since its launch in 2006, Media Atlas, Synovate’s syndicated medium survey, provides crucial information to marketers and media planners.
Sponsor
