web analytics

Universal McCann Social Media Research Wave 6

Universal McCann has released the Wave 6 report of its social media study in the Philippines. “The Business Of Social” report focuses on how social relationships affect brands and its consumers.

The research was conducted by EMEA Reasearch team in collaboration with the UM network of agencies. 41,738 Active Internet Users (those that use the internet every day or every other day) ranging from 16-54 years old in 62 countries were surveyed, in which 507 respondents came from Philippines.


Below are some interesting findings:

  • Active internet usage in the country is: (1) slightly skewed to males vs females – 52%:48%, (2) dominated by youth where 54% are from ages 16-24 years old, (3) and populated by income earners and students.
  • Active engagement in social media in the Philippines is slowing down. Though it still has the highest engagement among monitored Asian markets.
  • Filipinos are spending more time viewing other people’s social network pages.
  • Older adults (45-54) are very avid users of social networks, outpacing all other age groups.
  • Filipinos spend more time on the internet, mobile phones, social networks and emails than on traditional media such as TV, radio, newspapers and magazines. Blogs and microblogs are catching up.
  • Social media rates higher on fulfilling rational and emotional needs than anything else online.
  • Filipinos are concerned about online privacy but are also already too attached and cannot stop from social networking. Despite risks, Filipinos still upload personal photos, update status messages, and refresh their online profiles.
  • People, on the average, own four gadgets and use three of them to access the internet. Mostly through laptops and desktops followed by smartphones.
  • 38% of all Filipinos own a smartphone while 19% of active internet users own a tablet.

To make sense of the points mentioned above, it’s clear that social media is still a big influence to Filipinos and is becoming more popular than traditional media.

For more info you can view the entire report below:

This article was written by Louie Diangson, Managing Editor of YugaTech. You can follow him at @John_Louie.

You may also like...

3 Responses

  1. Jay says:

    seriously? 19% of ALL Filipinos own a tablet?

  2. Benj says:

    EVEN IF IT WERE just the active internet users, that would still amount to at least 5 million. That’s a very generous estimate.

Leave a Reply


%d bloggers like this: