Filipinos Quickly Embracing Internet

Research: Filipinos quickly, increasingly embracing Internet
By Erwin OlivaINQUIRER.netFirst Posted 16:09:00 08/13/2008

MAKATI City, Philippines -- Filipinos from across income groups are now increasingly embracing the Internet, an executive of market research Synovate said Wednesday.
Presenting results of a recent study on Internet and mobile landscape in the Philippines, Carole Ann Sarthou, managing director of Synovate, said the Filipinos were "quick to adapt to the Internet," and thus presents a lot of marketing opportunities for local companies.
Sarthou was among the speakers at the at the 2nd Internet and Mobile Marketing Association of the Philippines Summit held at the Hotel Intercontinental in Makati City.

The Synovate study showed an increasing percentage of Filipino users purchasing goods online.
The study involved a sample population of 5,000 respondents picked nationwide. Face-to-face and telephone interviews were conducted from July to December 2007, Sarthou said.
Of the 5,000 respondents, the study found that around 8 to 10 percent have started to do online purchases, she said.

Sarthou said she has been getting feedback about more Filipino Internet users selling goods they buy abroad in their personal websites or blogs.
The study also found that Filipinos access the Internet from home -- for the upscale and older users -- or an Internet café, mostly for younger and lower-income users.
The study noted that Filipino users access the Internet mainly for communication and searching for information. Downloading music, video and other online content also ranks high in the list of what Filipino users are doing online, the study showed.

The study indicated that Filipino users have yet to make headway in e-commerce, as clicking online ads or purchasing goods and services online remain at the bottom of the list, Sarthou said.
After listening to music online, online gaming was also listed as among the top 10 online activities Filipino Internet users.
The study also said that there is a range of information Filipinos search on the Internet, and this varies from music, news, current events, cars and even dining places, Sarthou said.
"From last year to this year, we have seen an increase in the uptake of the Internet," the executive said, noting that local companies this year have also started putting more advertising spend on digital technology and the Internet.