Results of Media Atlas survey – media consumption and lifestyle of Greater Manila consumers
14 September 2006
MANILA — Synovate, a leading global market intelligence company, today released data from the first ever Media Atlas survey in the Philippines, providing advertisers and media agencies with rich insights into the ABCD socio economic classes of Greater Manila.
Synovate Managing Director Philippines, Carole Sarthou, said the results show dramatically increased reach for media aimed at the affluent and middle classes, especially for newspapers and magazines.
"The Media Atlas survey has tapped into the key Greater Manila market, revealing significantly larger audiences across a broad spread of quality products and services and discovering more about the consumption patterns and attitudes of the ABCD socio group," she said.
As part of the survey, consumers with a monthly household income of P8,000 or more across Greater Manila are asked about their media consumption, ownership of a range of products, lifestyle, values and attitudes.
"This information gives media organisations and agencies insight into what's driving Manila consumers – ensuring they make savvy advertising and marketing decisions," Ms Sarthou added.
Who do we speak with?
Media Atlas provides a revealing look into the real prosperity and media behaviour of the ABCD socio groups in the Greater Manila area. The survey covers a representative sample of respondents aged 15 to 64 years in households earning more than P8,000 per month.
Synovate Head of Media Research, Steve Garton, said that over 80% of the capital's population fall into the ABCD socio category.
"This large sector of society – some 6.9 million people - wields huge economic power and is of great importance to marketers and advertisers. The media they use is vital to reaching them in large numbers.
"Sixty five percent of these consumers say they like looking through advertisements in magazines and newspapers. This is a far larger audience for quality newspapers and magazines than was previously known.
"Indeed, the middle and upper class group we discovered is also much larger, thanks to the hybrid research method we employed," he added.
How do we speak with them?
Synovate Media Atlas uses computer assisted telephone (CATI) and face-to-face interviews. This methodology overcomes the issue of home security barriers erected by the wealthier Manila residents faced by other methods, while ensuring all relevant socio groups are covered.
More about the respondents and universe size
- Respondents are from the Greater Manila area, aged 15+
- 38% work full or part time and 13% are self employed
- The majority of AB individuals are well educated with 66% having college degrees or higher. 37% of the total ABCD socio group have college degrees or higher
- More than one in ten households (11.7%) are in the AB socio group and have a monthly household income greater than P50,000 per month
- 13.6% of households are upper C socio, with a monthly household income between P30,000 – P50,000; 25.9% of households are broad C socio, and earn P15,000 to 30,000 per month
What did we find?
About media consumption
For the list of newspapers and magazines covered, the survey found the following amongst all ABCD socio group households with a monthly household income (HHI) greater than P8,000:
Daily newspapers (yesterday readership):
- 42% read a daily newspaper
- 20% read an English daily newspaper
- 31% read a Tagalog daily newspaper
Sunday newspapers (past 7 day readership):
- 42% read a Sunday newspaper
- 28% read an English Sunday newspaper
- 27% read a Tagalog Sunday newspaper
Magazines (average issue readership):
- 47% read a magazine
- Male and female readership is relatively even. 48% of males and 52% of females read some type of magazine
- 21% read a men's or business magazine listed; 21% read a women's or home magazine listed; and 34% read one of the general interest/lifestyle magazines listed
Broadcast media:
- The most popular type of television shows include local news (66%), comedies (64%), cooking (61%), music videos (58%), game shows (52%), local movies (50%), variety shows (48%) and celebrity news, gossip and entertainment (48%)
- 82% had listened to a radio station in the past seven days
About product ownership
Of all households in the ABCD socio group:
- 30% own a digital camera (73% for AB group)
- 68% own a DVD player (94% for AB group)
- 78% own a VCD player (88% for AB group)
- 12% own a plasma TV (24% for AB group)
- 33% own a MP3 player or iPod (67% for AB group)
- 16% have a Hi-Fi system (35% for AB group)
- 67% have a CD player (94% for AB group)
- 17% have a laptop or notebook computer and 42% own a desktop computer (42% and 84% respectively for AB group)
- 25% have a mobile phone with internet access (59% for AB group)
- 61% have a mobile phone without internet access (77% for AB group)
- 21% own a digital videocam (61% for AB group)
- 43% have any car (78% for AB group); 20% have a sedan or family car (55% for AB group); 17% own a motorcycle (20% for AB group); and 7% own a jeep or jeepney (8% for AB group)
- 42% have a microwave oven (85% for AB group)
- 89% have a refrigerator (99% for AB group
- 87% have a washing machine (97% for AB group)
About Internet access
- 74% of all households with income greater than P50,000 per month have access to the internet. 18% of these have broadband access
- 39% of all ABCD socio households have internet access. 6% of these have broadband
About finances
Among those with a monthly household income greater than P50,000:
- 51% own a credit card
- 55% have some form of insurance
- 12% have a housing loan
- 21% own a property for investment (not for residing)
- 17% own stocks or shares
About leisure and travel
Media Atlas looked at leisure activities enjoyed by Greater Manila's residents.
- One quarter of all respondents had been to the movies in the past month – 46% for those with monthly HHI greater than P50,000. More men (28%) than women (23%) went to a movie in the past month
- The most popular ways for Filipinos to relax are resting (89%), spending time with family (86%), listening to music (74%), eating out (72%), listening to the radio (68%), and chatting with friends (66%)
- Three quarters had visited a fast food restaurant in the past month
- 92% of AB socio group respondents had been to a department store or mall in the past month
- Basketball is the most popular sport, nominated by 45% of respondents
- 85% of residents caught a jeepney in the last month, and 78% in the last seven days, making them the most popular form of public transport. Buses (55% ABCD past 30 days) are used more by lower socio economic groups while taxis (59% AB past 30 days) enjoy more upscale patronage
About attitudes
Respondents were asked if they agreed with a variety of statements. The results for those saying they agree or agree very much are:
- 86% are interested in what their parents say
- Variety may be the spice of life for affluent consumers. 83% of socio group A like a lot of variety in their lives compared to 67% of socio group D
- 73% of respondents like to try new things
- Social status is important to 64% of all respondents but it is more important to men (67%) than women (62%)
- 57% of socio group A respondents like to be the leader of a group rather than a follower, compared with 37% of socio group D respondents
- Brand trust is more important to lower socio groups than higher. 62% of socio group D will buy the brand they trust when pressed for time compared with 45% of socio group A
- More men (41%) than women (35%) prefer to buy designer goods or brands
- Women are more cynical of marketing than men. 53% of men have greater trust in products they have seen advertised compared with 46% of women
- SMS is a major form of communication for 81% of the population reinforcing the popular view of the Philippines as the SMS capital of the world
- Men (58%) are more likely than women (52%) to think married life is better than single life, as are socio group D respondents (58%) compared with socio group A respondents (44%)
- A balance between life and work is hard for many. 55% of men and 49% of women think it is not possible to have a successful career and family life at the same time
- While both men (49%) and women (48%) believe in taking exercise, far more men (58%) than women (36%) actually participate in sport to keep healthy
- 86% claim to eat healthy food in order to stay healthy
Contact(s) for this press release
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Milen de Quiros
President, Full Circle Communications |
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Tel: +63 2 637 1116 / |
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Olive Parreno-Pagulayan
Research Director, Synovate |
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Tel: +63 2 638 5228/209 / +63 2 917 801 8362 |
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About Media Atlas
Synovate Media Atlas tracks spending patterns and print media habits using a combination of computer-assisted telephone interviews (CATI) and face-to-face interviews to reach into the homes of Greater Manila's population. This technique allows a full and accurate representation of society.
About Synovate
Synovate, the market research arm of Aegis Group plc, generates consumer insights that drive competitive marketing solutions. The network provides clients with cohesive global support and a comprehensive suite of research solutions. Synovate employs over 6,000 staff across 62 countries.
For more information on Synovate visit www.synovate.com.