Digital Media in Philippines

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Background Information

Philippines flag.gif

The Philippines, officially known as the Republic of the Philippines, is a country in Southeast Asia in the western Pacific Ocean. In 2011, its Gross Domestic Product (Official Exchange Rate) is estimated at US$216.1 billion.[1] Philippines was ranked 54th in Economist Intelligence Unit (EIU) global digital economy rankings 2010.[2]

With an estimated population of about 104 million people (July 2012 est), the Philippines is the world's 12th most populous country. An additional 11 million Filipinos live overseas. Multiple ethnicities and cultures are found throughout the islands. In prehistoric times, Negritos were some of the archipelago's earliest inhabitants. They were followed by successive waves of Austronesia peoples who brought with them influences from Malay, Hindu, and Islamic cultures. Trade introduced Chinese cultural influences.

The Internet country code for Philippines is ".ph".


To its north across the Luzon Strait lies Taiwan. West across the South China Sea sits Vietnam. The Sulu Sea to the southwest lies between the country and the island of Borneo, and to the south the Celebes Sea separates it from other islands of Indonesia. It is bounded on the east by the Philippine Sea. Its location on the Pacific Ring of Fire and its tropical climate make the Philippines prone to earthquakes and typhoons but have also endowed the country with natural resources and made it one of the richest areas of biodiversity in the world.

An archipelago comprising 7,107 islands[3], the Philippines are categorized broadly into three main geographical divisions: Luzon, Visayas, and Mindanao. Its capital city is Manila.

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Digital Literacy

Internet Penetration

Chart 1: Internet Users in Asia - 2009: Top 10 Countries.
Source: IWS

According to Internet World Stats, Philippines is ranked 7th in 2011 amongst Asia countries (Chart 1), in terms of number of Internet users.[4] Compared to its population of over 104 million, Philippines has an Internet penetration rate of 29.2% with over 29 million Internet users in 2011.[5]

A study released by global media agency Universal McCann entitled "Power To The People - Social Media Tracker Wave3" (March 2008) reported that Philippines has 3.7 million active Internet users.[6]

Filipinos spend an average of 18.6 hours on Internet usage compared to the Asian average of 16.4 hours. The age distribution of Filipinos Internet users are more towards the younger generation, with the 15 - 24 year olds making up 40% of the Internet population in Philippines (Chart 2).[7]

According to Asia Digital Marketing Yearbook 2011, Philippines' computer penetration rate is less than 10% thus 69% of Philippines Internet users access Internet from Internet café.[8] Many Filipinos opt for Internet café, which seem to be around every corner in most places, rather than paying for a computer and home Internet. An hour to rent a computer at one of the Internet cafes in the Philippines costs about 10 to 20 pesos (about 50 cents USD). A single text message may only cost 2 cents to send, but with an hour of online time a person can message hundreds of messages.[9]

Rise of Mobile Internet

In 2010, mobile internet users grew 100%, coming to 8.8 million. That number is expected to increase to reach 12 million in 2011. This is a tremendous increase, as the mobile internet reach rate was 5% in 2010. By 2014, the number of mobile subscribers are expected to increase to 120.5 million, of which 12.% are forecaste to be 3G subscribers.

The most popular mobile internet activities amongst Filipinos are sending or reading instant messages (77%), emailing (75%) and sending SMS text messages (59%). [10]

Broadband Connection in Philippines

Chart 2: Ave. Measured Connection Speed (Asia Pacific). Source: The State of the Internet: Asia Pacific Region. 4th Quarter, 2010 Report

Broadband Internet access in the Philippines was growing in a significant fashion, with the country having experienced a four year growth surge in this market segment. There were an estimated 2.5 million broadband subscribers by end-2009, but this still only represented 3% of the Philippines population.[11] Overall broadband penetration remains relatively low, and there were only three broadband services for every 100 people in the country early in 2010.

The World Economic Forum's Global Information Technology 2010-2011 report ranks the Philippines at 86 out of 138 countries in the Networked Readiness Index, compared to 85 out of 133 countries in 2009-2010.[12]

In Akamai's 'The State of the Internet' report for Q4 2010, Philippines ranks 82th in the Global High Broadband Connectivity standings with 0.4% of their broadband connections bring more than 5mpbs. In the Asia Pacific region, Akamai reports that Philippines average measured connection speed for the Q4 2010 is 1.0mbps (Chart 4).

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Mobile Penetration

The Philippines mobile market took off back in 1999/2000. In the decade since 2000 the number of mobile telephone subscribers has grown to 72 million mobile subscribers as of May 2010. Due to increase usage of mobile internet, the number of SMS text messages sent per day has dropped from 1.8 billion in 2009 to 700 million in 2011, indicating the shift in communication pattern. This was the largest SMS volume in the world, the Philippines accounting for more than 10% of global SMS at one stage and the country’s mobile operators were reported to be generating the highest proportion of non-voice revenues in the world. [13]

The Philippines has a high mobile diffusion rate: mobile subscriptions have now reached 80% of the population. From just 34,000 mobile subscriptions in 1991, mobile subscribers have reached almost 75 million in 2010; almost four in five Filipinos own a mobile phone.

Smartphone Market

Web applications and social media will drive dynamics in flourishing smartphone market in Philippines. IDC (A premier global market intelligence firm which research of information technology companies and markets.) believes that in 2011, web applications and social media will shape trends in the smart phone space, driving dynamics in areas such as pricing, features, and operating systems.

The usage of Web 2.0 applications through smartphone is rapidly increasing. Filipinos' continuing fascination with useful applications in smartphones will result in bigger demand for smartphone, which is capable of carrying platforms such as Android and Apple OS.

With the pervasiveness of smartphone in the country continues to grow, Pinoy smartphone users may rise 98% by 2015, according to research agency Ovum.[14]

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Traditional Media Platforms

Print media began in the Philippines during the Spanish era, through Spanish-language newsletters. National newspapers during that era, however, aided greatly to the Philippine Revolution. The first English language newspapers came out in 1898, which ushered in the era of modern media. Of the print media, the most popular are the newspapers, both broadsheets and tabloids, being the cheapest and most accessible to the public. Several newspapers enjoy national distribution, although each region in the country also has its own regional newspapers. Apart from these, the print industry, through varied trade, educational, and magazine publishers, produces glossy and non-glossy magazines, comic books, pocketbook series, textbooks, trade books, and periodicals.[15]

Broadcasting and Televisions

Philippines Channels

Radio broadcasting began in the Philippines in 1922. Since then, radio has become the most accessible electronic media. Filipinos either own or enjoy its services even in public transportation or areas. Aside from the newspaper, it is the most favored source of information, opinion, and entertainment. Often, radio stations specialize in a particular type of music, such as pop, classical, new wave, or mellow. Radio stations also broadcast either nationally or regionally.

The television industry has an extremely strong influence on society. There are hundreds of local stations that populate the airwaves, most of them belonging to a broadcast network, the largest of which are ABS-CBN and GMA. Television networks and stations broadcast through satellite or “free” channels and cable channels. Most channels broadcast in both English and Filipino languages. The content of television programs is monitored by the Movie and Television Review and Classification Board (MTRCB), which also assign ratings to the TV shows.[16]

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Philippines Newspaper

There are a total of 14 "national" daily broadsheets and 19 tabloids published in Metro Manila (1998 Philippine Media Facebook). The combined circulation of these newspapers is estimated to be only about 7 million, including pass on readership, in a country of almost 75 million. Among the newspapers with biggest claimed daily circulation are Manila Bulletin, Philippine Daily Inquirer, and Philippine Star. Enjoying a "revival" are the provincial newspapers. There are now 408 provincial publications nationwide.

An important trend is the emergence of a chain of provincial newspapers nationwide owned by a single corporation. An example is the Sun Star dailies found in major cities nationwide. Most of these provincial papers were not viable when bought by Sun Star. The acquisition has enabled the new owners to infuse additional capital, acquire new printing equipment and facilities, and hire more editorial staff. The result is significant improvement in the editorial quality of most of these newspapers.[17]

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Digital Media Platforms

The Asia Pacific Digital Marketing Yearbook 2011 [18] by ADMA ranked Philippines' online behavior in the following order:

  • 1st Interactively communicating with people (e.g. email, chat, game)
  • 2nd Information search
  • 3rd Visit social networking sites
  • 4th Downloading/Uploading content (e.g. video, music etc)
  • 5th General browsing
  • 6th Online gaming
  • 7th Using search engines
  • 8th Content Consumption (e.g. Listening to music, watching videos)


Chart 1: Philippines Drive Blog Growth in SE Asia
Source: Online Marketing Trends
Chart 2: Comparison of Blogging Platforms in Philippines
Source: Google Trends

Blogging has become very popular as Filipinos can utilize this platform as their online journal or as a venue to share views and experiences on a certain topic. It has become well-liked especially by newbie bloggers since they can blog for free and earn on the side through online advertisements such as Google Adsense and Nuffnang. Growth in reach for blog sites has grown 8% in Philippines, from 43% in 2009 to 51% in 2010 (Chart 1).[19]

In terms of reading blogs, the Wave3 (March 2008) study by Universal McCann ranked Philippines 2nd behind South Korea, with 90.3% of Filipino Internet users (3.3 million people), compared to 64% in June 2007 and 33% in September 2006.

In terms of writing blogs, Philippines is ranked 4th, with 64.8% of Filipino Internet users (2.3 million people), compared to 41% in June 2007 and 14.1% in September 2006.[20]

The Philippine Blog Awards is a yearly event that aims to give recognition to outstandings blogs in but not limited to the Filipino blogging community, with the latest being Philippine Blog Awards 2010.

According to Google Trends in April 2011, Wordpress is the top blogging platform in Philippines, followed by Tumblr, Blogger and LiveJournal (Chart 2).

Top 5 blogging platforms:

Table 1: Top 5 blogs in the Philippines blogosphere (as of 31 March 2012)

Rank Blog Name Blogged by
1. YugaTech Abe Olandres
2. Derek Punsalan - 5ThirtyOne Derek Punsalan
3. Avalonstar Bryan Veloso
4. Padd Solutions Dulce Lada
5. Jehzlau Concepts Jehzeel Laurente

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Instant Messaging

PH IM.png

The use of Instant Messaging or I.M., the counterpart of text messaging in the online world, is also very popular among Filipinos. The use of Instant Messaging is certainly growing along with increased Internet penetration.

"In 2008, Manila alone, 50% of people online are using some kind of an instant messenger, higher than many of their counterparts in other Asian capitals," said Chito Bustamante, chief executive officer of quoting a Synovate PAX Survey.[21]


Chikka has contributed greatly in spreading the benefits of Instant Messaging to Filipinos. Pronounced as it is spelled, Chikka \’CHI-ka\ or chika is a Filipino colloquial term for ‘small talk’. It is truly one of the sites that are geared to Filipinos, because this online text messaging service is built, created, conceived, and maintained by Pinoys.[22]

In May 2008, Chikka officially launched its “Chikka Instant Messenger” service wherein it is purely compatible with popular Internet messengers around, for example Google Talk, Yahoo! Messenger, MSN Messenger, AOL Messenger and ICQ. Chikka also offers online text messaging and is capable of sending texts to an expanded list of Mobile phone providers around the world.[23]


IMPinoy is another popular web-based messaging service among the Filipinos. It is introduced by GMA New Media Incorporated (NMI), that allows users to easily interact and have direct communication through instant messaging. With additional features like displaying users' avatar and status, the IM will provide fun ways of expressing user style and individuality.[24]

Windows Live and Yahoo Messenger

Windows Live & Yahoo Messenger are two popular IM platforms which offers real-time direct text-based communication between 2 or more people to communicate worldwide via computers connected over a network such as the Internet. Both platforms also provide enhanced modes of communication, such as live voice or video calling.

Both platforms allows customization of individual friend network, in which each user is connected to the friends on the friends-list. This allows users to communicate to selected friends and build chat-rooms for instant messages with several friends on that network. They also allow users to set an online status or away message so that others will be notified when the user is available, busy, or away from the computer. [25][26]

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Chart 1: Percentage of Twitter users by Country. Source: Sysomos.

According to research report from 24/7 Wall Street in May 2011, Philippines is the 8th most popular country for Twitter use on a global scale, with a penetration rate of 16.1%[27] (4.01 million users[28]).

In June 2010, a comScore study found that the Philippines has the 6th highest penetration of Twitter in the world, at 14.8%.[29] Sysomos reported that Twitter users in Philippines accounted for 1.08% of the population during the period from 16 October 2009 to 16 December 2009, compared with 0.64% in Sysomos' June 2009 report (Chart 1).[30]

Philippines is one of the locations included in Twitter's Local Trends feature. Local Trends features the top 10 topics or keywords being tweeted at any given time, which is determined by Twitter's Trending Topics algorithm.[31] The Local Trends capture the most popular topics in the Philippines, and make it even easier to find more locally relevant and the latest topics in the country.

According to Twitter's help pages, "Twitter's Trending Topics algorithm identifies topics that are immediately popular, rather than topics that have been popular for a while or on a daily basis, to help people discover the "most breaking" news stories from across the world."[32] reported on 29 April 2011 that television host and actress Anne Curtis is the first Filipino celebrity who has garnered 1 million followers on Twitter.[33]

WeFollow is a user-powered Twitter directory, which allows one to browse Twitter accounts by tags and categories, and view most popular users in each niche. The popularity of accounts is determined by the number of followers they have.[34] Table 1 and 2 shows the most influential Twitter users and Twitter users with most followers in Philippines respectively.[35]

Table 1: Philippines' Top 5 Most Influential Twitter Users
(as of 31 March 2012)
Rank Twitter Name Number of Followers
1. MARoxas 223,622
2. JimAyson 4,410
3. ABSCBNNews 393,053
4. abeolandres 6,903
5. robangeles 47,748
Table 2: Philippines' Top 5 Twitter Users with Most Followers
(as of 31 March 2012)
Rank Twitter Name Number of Followers
1. ABSCBNNews 393,053
2. MARoxas 223,622
3. SMARTCares 178,009
4. GMANewsOnline 98,469
5. naldzgraphics 54,705


Top 3 Microblogging platforms in Philippines:

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Search Engines

Chart 1: Online Activities in Philippines.
Chart 2: Items Searched Online in Philippines.
Chart 3: Top 5 Search Engines in Philippines from May 2010 to May 2011. Source: StatCounter GlobalStats

According to Yahoo!-Nielsen Net Index 2009-2010, search has become the number one online activity in Philippines, followed by messenger and email. Search has grown significantly, which stands at 77% in 2010, an increase from 58% in 2009 (Chart 1). This is especially so among the young and the middle-aged.

Filipinos search online primarily for entertainment-related content, like images, videos, and music/audio clips (Chart 2).

According to StatCounter GlobalStats, Google is the number one search engine in Philippines, followed by Yahoo! (Chart 3).[36]

Philippines Search Engines and Local Directories:

Top 10 Searches (2011)
  1. Shamcey Supsup
  3. NBA
  4. Sam Pinto
  5. Azkals
  6. Shalani Soledad
  7. Andi Eigenmann
  8. AJ Perez
  9. Marian Rivera
  10. Earthquakes

Source: Yahoo! Philippines

Top Searches 2011
  1. Facebook
  2. AJ Perez
  3. Youtube
  4. AirPhil
  5. Cash cash pinoy
  7. Quotes about love
  8. Pinoy TV
  9. Pick up lines
  10. Ensogo Philippines

Source: Google Zeitgeist 2011: Philippines


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Social Networking Sites

A comScore study in February 2010 shows that Filipinos has the highest level of engagement on social networking sites averaging 5.5 hours per visitor, with visitors frequenting the social networking category an average of 26 times during the month.[37]

Other than using social networking sites to stay in touch with friends and families, Filipinos are increasingly using them for email and chat. Filipinos are using online social networking sites over texting on cell phones for three reasons; convenience, accessibility and cost.[38]

Table 1: Top 3 Social Networking Sites in Philippines (as of 31 March 2012)

Source: ADMA Digital Marketing Yearbook 2011
Rank Site Name Site URL Site Rank
1. Facebook 1.
2 Friendster 2.
3. Multiply 3.


Chart 1: Philippines has the highest penetration rate in Facebook across the globe. Source: comScore

US-based research firm comScore ranked Filipinos as the world’s heaviest users of social media after the Philippines posted the highest penetration rate in Facebook across the globe.

In terms of unique online visitors to, comScore reported that the Philippines emerged as the top market with 92.9% of its online population visiting Facebook during February 2011 (Chart 1).[39]

The use of social networking website has become so extensive in the Philippines that the country has been nicknamed as "The Social Networking Capital of the World".[40] According to Alexa Traffic Rank, Facebook is the number 1 site in Philippines.[41]

Chart 2: User age distribution on Facebook in Philippines. Source:

Facts about Facebook statistics in the Philippines according to, as of May 2011[42]:

  • Ranked 8th among all countries with 27 724 040 Facebook users .

  • Ranked 3rd in Asia, behind Indonesia and India

  • 18-24 (43%) and 24-35 (23%) age bracket are the biggest segments of Facebook users in Philippines (Chart 2).

  • 48% are male, 52% are female.

  • Top 5 Facebook Fan Pages are (Table 4):

Smart Communications, Hair Experts, Starbucks Philippines, Havaianas Philippines, and Nescafé Philippines.

Table 2: Top 10 Countries on Facebook
(as of 31 March 2012)
Rank Country Number of Users
1. United States 155 920 760
2. India 45 048 100
3. Indonesia 43 515 080
4. Brazil 42 206 120
5. Mexico 33 597 260
6. Turkey 31 526 840
7. United Kingdom 30 485 180
8. Philippines 27 724 040
9. France 24 104 320
10. Germany 23 251 200
Table 3: Top 10 Countries in Asia on Facebook
(as of 31 March 2012)
Rank Country Number of Users
1. India 45 048 100
2. Indonesia 43 515 080
3. Philippines 27 724 040
4. Thailand 14 235 700
5. Malaysia 12 365 780
6. Taiwan 11 877 620
7. Japan 7 684 120
8. Pakistan 6 412 960
9. South Korea 6 376 160
10. Saudi Arabia 5 148 240

Table 4: Top 5 Philippines Commercial Brand Facebook Fan Pages

Rank Brand URL Number of Fans
1. Smart Communications, Inc. 1 012 529
2. Hair Experts 848 172
3. Starbucks Philippines 815 440
4. Havaianas Philippines (Official) 384 639
5. Nescafé Philippines 383 891



Foursquare is a location-based social networking website, based on software for mobile devices, and incorporates gaming elements.

This service is available to users with GPS-enabled mobile devices, such as smartphones. Users share their location with friends by “checking in” via a smartphone app or by text message. Points are awarded for checking in at various venues. Users can connect their Foursquare accounts to their Twitter and Facebook accounts, which can update when a check in is registered. By checking in a certain number of times, or in different locations, users can collect virtual badges. In addition, users who have checked in the most times at a certain venue will be crowned “Mayor” until someone surpasses their number. Businesses have started to embrace Foursquare, and offer special deals to users who are “mayors”.[43]

As of April 2011, Philippines has 64,000 Foursquare users.[44]



Chart 2: Comparison of Social Networking Sites in Philippines. Source: Google Trends
Back in 2003 to 2007, before Facebook and other more popular social networking sites came to the scene,

Philippines was once famous for being a nation.[45] By the 3rd quarter of 2008, Philippines was the top country accessing Friendster.[46] The World Map of Social Networks by Vincenzo Cosenza showed that within a span of a year, from June 2009 to June 2010, Philippines slowly transformed from being a Friendster country to a Facebook country.[47] Based on the average traffic, Google Trends showed that Facebook surpassed Friendster in Aug 2009 and continues to increase its dominance in Philippines (Chart 2).[48]


LinkedIn is a popular social networking site for young professionals and job hunters. In LinkedIn, one can add colleagues, put in character references, exchange knowledge and ideas, and share work-related opportunities. Using Linkedin has been marked as one of the fastest ways to hire Filipino outsourcers.[49]

The presence of LinkedIn in Philippines is relatively very small. 24/7 Wall St reported that Philippines' penetration rate in Facebook is 93.9%, while Philippines' penetration rate of LinkedIn is only 1.9%.[50]


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Video-Sharing Websites

Chart 1: Online Activities in Philippines

In terms of uploading videos on a video sharing website, the Wave3 (March 2008) study by Universal McCann ranked Philippines 2nd, behind Brazil, with 60.5% of Filipino Internet users (2.2 million people). In terms of watching videos online, Philippines is ranked 1st, with 98.7% of Filipino Internet users (3.6 million people), compared to 60.7% in June 2007 and 39.9% in September 2006.[51]

Online music and videos has attracted significant interest among Filipinos. This can be seen from the popularity of online music videos in Philippines, accounting for 73% in type of videos accessed online (Chart 1).

A number of Filipinos have been discovered through YouTube. The newest Filipino Hollywood singing sensation, Charice Pempengco for instance, was discovered via YouTube.[52]

Top 10 Video Hits (2011 Year in Review):

  1. Dancing flight attendants
  2. We love you, Venus
  3. Cebu dancing inmates
  4. Villar jingle spoofs
  5. Baby James Yap
  6. Jovit Baldivino
  7. Winnie Monsod: Honor and Excellence
  8. Jejemon and Bekimon
  9. Carmina Topacio
  10. Jollibee on Glee

Source: Yahoo! Philippines.

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Up & Coming Local Platforms

PicLyf Profile Page

PicLyf is a up and coming social networking site in Philippines, which allows users to share life in pictures. PicLyf describes itself as "Facebook + Twitter + Tumblr + Flickr + Foursquare + Blogger * 1/photoshop * (Posterous / 3) * (iphone + android) ^ Quora ^ Groupon", according to PicLyf's About Page.[53] The site is developed by a Philippines company, Twidl Inc.

ChurpChurp Home Page

ChurpChurp is a community for Social Media Influencers that rewards its users across Malaysia, Singapore and Phillipines for spreading messages.[54] Anyone on Facebook or Twitter can join this community.

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Market Trends


Internet and mobile marketing remains to be at the infancy stage in the business environment in the Philippines. The users of the two media in the country have grown tremendously through the years, with internet users numbering 9 million or 9% of the total population. Mobile users on the other hand, boast of a staggering 35 million users or 40% of the population.

However, marketing through the web has yet to take off. Last year, it is estimated that online ad spending would sum up to only ₱100 million, a measly 0.2% of the total advertising spending. Mobile shares the same fate, although while they are higher than web advertising. It is believed that the two media will soon be utilized and used as complementary marketing tools to traditional media once advertising and marketing professionals understand how these can be used and optimized.[55]

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The national economy of the Philippines is the 46th largest in the world, with an estimated 2010 gross domestic product (nominal) of $189 billion.[56] Primary exports include semiconductors and electronic products, transport equipment, garments, copper products, petroleum products, coconut oil, and fruits. Major trading partners include the United States, Japan, China, Singapore, South Korea, the Netherlands, Hong Kong, Germany, Taiwan, and Thailand. Its unit of currency is the Philippine peso (₱ or PHP).

A newly industrialized country, the Philippine economy has been transitioning from one based on agriculture to one based more on services and manufacturing. Of the countries total labor force of around 38.1 million, the agricultural sector employs close to 32% but contributes to only about 13.8% of GDP. The industrial sector employs around 13.7% of the workforce and accounts for 30% of GDP. Meanwhile the 46.5% of workers involved in the services sector are responsible for 56.2% of GDP.[57]

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Internet Gambling

Today, mobile phone companies expect cellular gambling and also video streaming. Ladbrokes and William Hill are traditional British bookmakers that accept wagers via cellular phones using wireless application protocol (WAP). Juniper Research released a report in December 2003 industry analysts predicting that gambling via cellular phones would be a $6.7 billion business by 2006. In July 2004, the Philippines government decided to ban mobile phones from students using them to place bets in school.[58]

Philippine IT chief shares initiatives to connect Government

Currently agencies in Philippine government are using their own Geospatial Information system (GIS) systems, not wanting to share information because they want to monopolize that information.

The different government agencies are doing their own computerization; making is a challenge for The Commission on Information and Communications Technology (CICT) to convince the government to use a unified system to share information for more effective decision-making and better streamline of public services and to bring about cost savings.

The CICT has a budget of Php 53 million (US$ 1.2 million) which is only about the budget of medium-sized political unit; whereas government has allocated Php 1 billion (US$23 million) as the e-government fund. With combine budget to create a unified GIS, the nation is able to maximize the power of the GIS instead of having islands of information.[59]

Philippine city government, offices & schools to share internet connections

The San Fernando city government, recipient of the 2010 most outstanding city council in the Philippines award, is set to consolidate the internet connections of its satellite offices and schools to bring about cost savings. There will be 2 phases of the project.

Firstly, to merge the internet connections of the main city hall and its satellite offices, which will improves data sharing. The project also aims to minimize the cost and travel time spent for trouble shooting internet connections in the satellite offices which comes from the main city hall.

In addition, the project can expand 70 internet connections running in the city government offices into more than 200 internet connections. Secondly, internet connections of four nearby schools within 2km radius will be consolidated, which benefit thousands of students.[60]

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Mobile Banking

Mobile Banking

Philippines is among the most advanced mobile money markets in the world in 2010, declared by the GSM Association, in its 2010 annual report entitled "The Mobile Money for the Unbanked Programme".[61]

With millions of smart phones users in Philippines, devices such as Blackberrys and iPhones are often use for online banking and other sensitive financial transactions. Mobile phone banking has continued to rise and expand in the Philippines.[62]

Mobile Recruitment

Mobile Recruitment

Recruiting industry in Philippines has used social media as one of their major recruiting strategies. For example, one Fortune Top 50 companies employed Convergys Philippines to look for new agents through Tweeter. This channel gained some overwhelming response.

Right after the Tweeter recruitment, Convergys Philippines then began posting regular announcements of job openings and recruitment events on its Facebook, Multiply and Friendster pages to introduce and explore various innovative channels to support the increasing client requirements worldwide.[63]

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Social Media Guide Policy

There are many concerns that companies should regulate social media so as not to affect the productivity of the employees. If not properly used, social networking sites can be the black hole of productivity. These sites were designed for users to stay for long periods of time. Hence, companies have come up with policies to regulate the usage of social networking sites in the office.

Some Policy Examples:[64]

  • Scheduled Access: Open access to social networking sites only during break times of the office.

  • Limited Access: Assign social networking sites to different departments to help their core functions. For example, Marketing, Sales, and Customer Support can use Facebook and Twitter to close deals, push programs, and build strong customer relationships.

  • Content Policy: Make a solid policy about what employees can and can’t disclose to the public. There have been several cases already of employees leaking sensitive information like marketing plans and product testing data via social networking sites.

REGULATION is not the same as BANNING social networking activities in the office. Too much of anything can be bad for anyone.

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Cyber-crime in the current Philippine context

Cyber-crime forms have evolved through the years with the continued growth and popularity of the Internet. Such offense involved hacking, online or phishing scams, copyright violations, unauthorized stealing of data and information and email spoofing among others.

In intervening years, e-commerce has gained a foothold, websites have increased tenfold while online shopping sites, blogs and social networking sites like Friendster, Twitter and Facebook which has a following of around 20 million in the Philippines, have grabbed the attention of Internet surfers and tech-savvy individuals all over the world, pushing cyber-criminals to modify their act or wear a new hat altogether.[65]

E-Commerce Law

It all started with “I love you.” The phrase was not an expression of affection. It was, to everyone’s utter disbelief and consternation, a deadly computer virus. In 2000, “I Love You” ripped through computers and network systems all over the world, infecting and corrupting important files of small and big business establishments, as well as private and government institutions, causing damage estimated between $5.5 to $10 billion.

The virus was traced to an unlikely source – the Philippines. The culprit: a computer science student at the AMA Computer University by the name Onel de Guzman. He was arrested but charges were dropped. The reason: Philippine laws penalizing cyber-criminals did not exist.

This case has triggered Philippines to plans new initiatives to fight cyber-crime. The Philippine Congress subsequently passed a law that penalizes computer/cyber-crimes.[66]


In May 2009, a sex tape showing Halili and Dr. Hayden Kho was distributed over the internet without her consent. The dispute lasted so long and resulted in a number of legal actions and with some endorsements being taken away from her Filipina celebrity actress Katrina Halili and beauty surgeon Dr. Hayden Kho Jr. sex scandal video floods the worldwide web after it was leaked in Youtube.[67]

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5 Fresh Digital Media Trends to Watch

  1. New Tools for Reporting and Distribution
  2. Brands Become Media
  3. New Aggregation and Curation Models
  4. Rise of the Second Screen
  5. Multi-Platform Subscriptions


5 Social Media Trends for 2012

  1. Convergence Emergence
  2. The Cult of Influence
  3. Gamification Nation
  4. Social Sharing
  5. Social Television

Source: [1]

10 Trends for Online Marketers in 2011

  1. Email Marketing
  2. Instant Messaging
  3. Instant Search
  4. Location-Based Marketing
  5. Mobile Marketing
  6. Online Advertising
  7. Online Television
  8. Social Media Marketing
  9. Social Media Monitoring
  10. Social Shopping

Source: Entrepreneur

New Media (Digital Marketing) Predictions 2011

  1. Businesses consolidate social media activities
  2. Photo and video social networks will blossom
  3. Brands embrace real time
  4. Strategy takes center stage for social media
  5. New apps help with content overload
  6. Businesses outsource content creation
  7. Advanced analytics are coming for the masses
  8. Regularly creating unique content becomes essential
  9. Businesses learn to choose the right channels
  10. Facebook’s growth inspires unique Facebook marketing experiences
  11. Competition on Google+ rises
  12. YouTube provides a social experience

Source: [2]

Hear from the Experts: 2 Exclusive Interviews



Simon Kemp - Social Media Strategist & Managing Director at We Are Social
Simon (LinkedIn profile) is a social media strategist and Managing Director at We Are Social. Together with his colleagues, We Are Social aims to help brands listen, understand and engage in conversations via social media.

Podcast: In this interview, Simon shares insightful comments on the preferences and open-ness of the Filipino culture. He also shares how they are eager to pick up new ways of sharing content. Click here to tune into the Podcast featuring Mr Simon Kemp.

Follow Simon Kemp on:


Vince Golangco - Editor-in-Chief of & Radio DJ on Mellow 94.7
Vince (LinkedIn profile) is a radio DJ for Mellow 94.7, the host of the TV show “Tek Tok TV” (Tech Talk TV) on Destiny Cable’s Global News Network (GNN) and is the Editor-in-Chief / Creative Director of Vince is also a freelance columnist and has written articles published in the San Diego Daily Aztec, The Philippine Star, The Philippine Daily Inquirer, Rogue Magazine, Business Mirror, Status Magazine, Meg Magazine, Playboy Magazine, Filipinas Magazine and more.

Podcast: In this interview, Vince gives an overview of Philippines’s social media landscape. Click here to tune into the Podcast featuring Mr Vince Golango.

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Source: [3]

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Digital Media in Philippines

A compilation of Philippine Internet statistics inspired from Yahoo~

PH printsc1.jpg PH printsc2.jpg

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Mr Jack Madrid

Jack Madrid of Yahoo! Philippines shares tips and insights on how companies can use social media for employee engagement.

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Case Studies

Digital media is a key element within Philippines' society and is weaved into their culture and way of life. Each case study highlights the different ways in which digital and social media has and is shaping the lives of people and companies in Philippines.

  1. Valentines' Viral Video from Dove
  2. Typhoon Ondoy

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Valentines' Viral Video from Dove

Cebu Pacific Flight Attendants dancing

In a special Valentine's Day twist, a group of men displayed their singing prowess and poured out their love and sincerity to their wives, fiancées, and girlfriends. Giving them a little boost of confidence to make the surprise a success is Dove Men + Care Deodorant!

In less than 10 days, this video got 900 thousand views, over with almost half of them viewed on Facebook.

Outcome: The video got over 5,000 likes, close to a thousand comments, tagged as favorite over a thousand times and garnered the Bronze trending medal from YouTube for gaining huge attention over the last week and is currently seeing exceptional growth in viewership. Though the video was taken in the Philippines, a lot of views also originated from the United States, Australia and Saudi Arabia.

  • YouTube video (Feb 13,2012): [4]

Source: Valentines' Viral Video from Dove

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Typhoon Ondoy

Typhoon Ondoy

Typhoon Ondoy or so-called Typhoon Ketsana which was internationally called caught the Philippines at the night of September 25, 2009. The typhoon caused heavy rainfall sending floods all over Manila and leaving almost 500,000 families homeless and at least around 150 people dead.

The fatality could have been more if not for the barrage of information, call for help and communication brigade done by Filipinos through the help of social media tools. Five prominent social media tools were heavily used during the height of the event either to call for rescue, situation advisory, donations and simply to update on what has been going on, especially since electricity was immediately cut-off. [68]


@ANCAlerts Twitter

Twitter tops the list of the social media tools used by many Filipinos to disseminate information during the tragic event. Flood victims trapped on the top of the roofs started informing their friends and family about their situation and safety. Those who got calls or text message of their family and friends but had no access to television started spreading information via Twitter. The Philippine Defense Secretary Gilbert Teodoro continuously checked his Twitter account to check updates on the situation. One prominent news and public affairs TV program (ANC) setup a Twitter account @ANCAlerts to receive Tweet Alerts from those affected or from other Filipinos who got distress call from their loved ones.

When situation became better and relief and rescue operations started, Twitter was still used to spread words on who to rescue, where to drop donations, what relief items were needed and etc. Thanks to the barrage of Tweets that spread across the nation and to the other Filipinos abroad, there was a overwhelming respond of volunteers and relief supplies. Even celebrities pledged their help via their Twitter accounts.

Typhoon Ondoy Relief Fund Facebook Page


Aside from Twitter, Facebook is also one of the most used social network by Filipinos. Filipinos created Facebook group to call for donation and relay valuable updates on the situation. Some people even call out to Filipinos to stop playing Mafia Wars and Farmville and to clear out their Facebook Walls and Statuses of other things and instead were asked to post updates on what is happening around the flooded areas.

Google Maps Typhoon Ondoy

Google Maps

To help Filipinos to locate their loved ones who are trapped in the flooded areas, affected areas were immediately created on Google Maps. TV Networks and News Media used this Google Map heavily to locate trapped victims. Typhoon Ondoy Situation Map for Metro Manila

Google Docs Spreadsheet

To help Filipinos overseas and others in providing financial support and rescue operations, this Google Docs Spreadsheets was created to help people understand on “How/Where to Help Out Ondoy Victims".


Video on Metro Manila Floods

Victims of Ondoy who are on higher grounds captured videos of how quickly floods rose up and how cars were swept away among other things. These people quickly uploaded the videos on YouTube and Facebook.

YouTube video (Sep 25, 2009): Video on Metro Manila Floods Due to Typhoon Ondoy

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Tips for Viral Videos

Avoid the pitfalls of viral video campaigns by avoiding these:

5 Reasons Web Marketers Fail With Viral Video Campaigns

  • Your Video Is Too Much Like A Commercial Ad
  • Your Campaign Is Unoriginal
  • You Didn’t Spend Enough Time On Metadata
  • You Aren’t Promoting It Right
  • Great Idea, Bad Execution

Source: Social Times

10 Tips from BuzzFeed to Make Your Content Go Viral:

  1. Create something people can engage with
  2. Give up page views
  3. It needs to have an interpersonal, human angle
  4. Keep it Short
  5. Make sure the content of your Tweet / FB Share isn’t something that is something people would feel stupid sending around to their friends & colleagues
  6. Make sure you headline is compelling, a call-to-action or a list
  7. Offer the ability to react / comment
  8. People like lists / images
  9. People want rough content that feels genuine to them / authenticity
  10. Tweet appropriately

Source: Both Sides of the Table


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Podcast Music Credits: Podcastthemes