Numbers behind Yahoo!-Nielsen “Net Index”
Last week, Yahoo! Philippines and Nielsen Online revealed results of their research on “internet habits” for the Philippines. Their study also confirms the dominance of Yahoo! properties in the country which includes email, instant messaging and surprisingly even search.
Take note though that the study was conducted from November to December 2008 and only involved 1,200 respondents from 55 key cities in the Philippines. As such, the numbers represented the best possible figures since it only covered population in urban areas and not rural areas. Nielsen also indicated a +/- 3% margin of error.
Here are some of the results of the study with my own interpretation of the numbers:
- Only 5% of respondents actively use the internet everyday. About 1 out of 4 (28%) have used the internet in the last 30 days. If we apply the 3% margin of error, the 5% daily users could be as low as 2% or as high as 8%. A single digit result is not an appealing number.
- The biggest concentration of internet users is Cagayan de Oro with 35% of respondents from that area have used the internet at least once in the last 30 days. Metro Manila was around 32% if I recall correctly.
- Friendster is still the top social networking site of choice. More than half (51%) of respondents have visited a social networking website in the last 30 days.
- One in 3 Filipino internet users have a blog. If the study meant that an internet user is a person who has used the internet at least once in the last 30 days, then that 1 in 3 can be applied to the 28% above (#1) which gives us about 9% of 1,200 respondents having a blog.
My concern with the study is that, IMO, the sample size of 1,200 seemed a bit small. That, plus the fact that the number is also sub-divided among the 55 cities where they had face-to-face interview with respondents. So, it’s possible that they only had more or less 20 respondents taken from Cagayan de Oro (35% is 7 out of 20).
These numbers do not represent the Philippines as a whole since only respondents from urban areas were taken. Nielsen doesn’t have figures for rural areas but I think it is safe to assume that numbers from those areas are way below the results from above and drag down the percentages signifcantly.