MANILA, AUGUST 16, 2013 – Findings of the Mindshare Digital Normalness Index 2013 has revealed that information-seeking and entertainment are top motivations for Filipinos for logging in.
The study entitled Are you Digitally Normal? sought to challenge some of the world’s widest held preconceptions about the motivations for the use of digital media by 33 countries – what really drives users to go online and which ‘mode’ they take.. The study recorded four areas of online behaviour such as self–expression, entertainment, information gathering and transacting. The index explains that users from the Philippines show less interest to seek self-expression and transaction.
Among the Southeast Asian countries, Philippines ranked higher than South Korea, listed at 23rd in information-seeking but high in transaction – same as Indonesia.
Thirty-three nations across the globe were measured – 14 of which were above ‘normal’ in their use of digital connection across the four motivation areas, while United Kingdom, United States, Australia and Japan is behind ‘normal’.
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“This new research is a fresh way of looking at online national audiences and shows the importance of understanding that every group is motivated by different reasons when they go online – and when in these different ‘modes’ they need to be communicated with in bespoke ways, making the use of Adaptive Marketing techniques vital. The research also challenges our pre-conceptions; for example the USA is the world’s richest nation, but with people who are less motivated to go online for transaction (26th) than almost every other nation on the planet!” explained Norm Johnston, global digital leader at Mindshare.
The methodology of the research focused on the motivation of online consumers with a sample of 33,000 respondents. They were questioned whether how often users browse the internet from blogging to online banking. Statistical analysis was used to group the online behaviours by country and by motivation. The scale was also based on digital connections that are available in each country. The ‘scores’ were cross-referenced, producing a trend line. This line demonstrated what was typical at any given level of infrastructure, and showed whether a country’s motivation score was above or below ‘normal’.
