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PERFECT DIGITAL STORM REPORT SERIES The convergence of young demographics, fast growing economies, and deeply digital lifestyles is fueling a new “mobile-first” middle class across Southeast Asia. More so than ever before, consumers are socializing, gaming, reading and buying digitally. They're also more open to connecting with brands than almost anywhere else on earth. PHILIPPINES EDITION The Philippines presents some of the biggest digital opportunities in Southeast Asia today. With half its household population under 23 and GDP growth exceeding 7% in 2013, it’s one of the youngest and fastest-growing economies in Asia. It also has some of the world’s highest rates of social media usage, brand engagement and growth in internet penetration, making it a promising market for digital technologies, consumer brands and online services like e-commerce. The full report provides a current and comprehensive view of the Philippines’ digital, mobile and social landscapes. It features game-changing startups, hot sectors and a digital roadmap with actionable insights to help brands and startups “leverage the storm” with proven strategies and best practices based on real-world experience in the region. Download the entire Executive Summary or buy the full report here: http://tigercubdigital.com/perfectdigitalstorm/
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THE CONVERGENCE OF DIGITAL, SOCIAL !AND MOBILE IN THE PHILIPPINES !TIGERCUBDIGITAL.COM!
1 EXECUTIVE SUMMARY
Perfect Digital Storm: Philippines!
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EXECUTIVE SUMMARY!
THE CONVERGENCE OF DIGITAL, SOCIAL !AND MOBILE IN THE PHILIPPINES !TIGERCUBDIGITAL.COM!
2 EXECUTIVE SUMMARY
Perfect Digital Storm: Philippines!
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DEMOGRAPHICS + ECONOMICS + TECHNOLOGY The Perfect Digital Storm report series provides key insights on Southeast Asiaʼs fast-growing digital markets, best practices, and where the opportunities are for growth. ""The series is based on the premise that a “perfect digital storm” of economic, demographic and technological forces are transforming the region into a connected base of 600 million consumers, creating unprecedented opportunities for digital disruption across industries, and across cultures. ""Southeast Asia is seeing a rise in digital innovations from start-ups and brands who are discovering the opportunity gaps, and racing to fill them. Their early efforts are best described as game-changing. Yet the challenges are enormous given the regionʼs diverse range of religions, cultures, laws, and digital readiness. ""Each report contains clear, comprehensive digital, social, and mobile data from a single country in the region. Trends and areas of opportunity are outlined and derived from a range of diverse sources. """
The data, charts and insights are presented in a rich visual format that makes it easy to follow and effective to include in meetings and presentations. Strategic recommendations and a digital roadmap is provided to help navigate towards success.""Tigercub Digitalʼs first report in the series covers the Philippines, one of Southeast Asiaʼs fastest-growing economies. Upcoming reports will include Indonesia, Thailand, and other ASEAN nations.""The Philippines is one of Southeast Asiaʼs most promising digital markets. Between 2008 and 2012, internet penetration in the country grew by nearly 500%, more than any other country in the region, according to the ITU. Over that same time period, device ownership and usage of virtually all online services grew dramatically. ""Add together young demographics, a growing of the middle class and a “mobile-first” culture, and the potential of the digital storm becomes apparent."
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ECONOMIC GROWTH!
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THE CONVERGENCE OF DIGITAL, SOCIAL !AND MOBILE IN THE PHILIPPINES !TIGERCUBDIGITAL.COM!
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Perfect Digital Storm: Philippines!
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YOUNG + BOOMING +
DIGITAL
As with its regional neighbors, three mega-trends are impacting digital uptake in this fast-rising nation:""Young Nation – Half the household population is younger than 23, making the Philippines one of the youngest in Asia. Considering youth is where many brand preferences are set, marketing initiatives implemented correctly here can drive strong ROI and customer lifetime value." "Booming Economy – Once considered the “sick man of Asia,” the Philippines posted economic growth rates in the past two years not seen since the 1950ʼs at 6.8% in 2012, and 7.2% in 2013.""Digital Enthusiasm – The Philippines has some of the highest social media usage rates globally, despite low broadband penetration. It also ranks as one of the worldʼs most engaged markets for mobile advertising, brand openness and Facebook use."""""
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The growth of the Philippinesʼ digital markets are well-known. In recent years, theyʼve been widely discussed in news media outlets, industry reports, investment houses and other sources. Much of this information, however, remains highly fragmented, obscure and sometimes even incorrect.""To provide a current and comprehensive view of the Philippinesʼ digital, mobile and social landscapes, this report aggregates a wide range of verified data sources and presents it in an engaging, visually-rich format. ""The report also features a digital roadmap with actionable insights to help brands and startups “leverage the storm” with proven strategies and best practices based on real world experience in the region."""The report is divided into three sections:""COUNTRY OVERVIEW: covers the basic top-level facts about the economic, demographic and technological trends unfolding in the Philippines."HABITS AND ATTITUDES: provides extensive and current data on how people use digital, social and mobile technologies in the Philippines.""RECOMMENDATIONS: includes strategic initiatives and tactical efforts to grow awareness, build brand recognition and drive revenue through digital engagement.
o PHILIPPINES!
THE CONVERGENCE OF DIGITAL, SOCIAL !AND MOBILE IN THE PHILIPPINES !TIGERCUBDIGITAL.COM!
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With roughly 100 million people, the
Philippines is the 12th largest country
in the world.
Half the household population is under 23, making it one of
the youngest countries in Asia.
VIBRANT
THE CONVERGENCE OF DIGITAL, SOCIAL !AND MOBILE IN THE PHILIPPINES !TIGERCUBDIGITAL.COM!
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COUNTRY PROFILE
POPULATION !
98,684,096 ECONOMY"
7.2% 2013 GDP GROWTH!
INTERNET USERS"
36,240,000! !
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o OVER 100%
MOBILE PENETRATION
(through multiple SIMS per user)
Sources: Population - Philippines Commission on Population, Nov 18, 2013 estimate; Economy – Philippines Socioeconomic Planning Secretary Arsenio Balicasan *Note: the last official census in the Philippines was performed in 2010; this is an estimate based on historic growth rates and does not include the
Filipino diaspora, which includes another 10+ million people!
THE CONVERGENCE OF DIGITAL, SOCIAL !AND MOBILE IN THE PHILIPPINES !TIGERCUBDIGITAL.COM!
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With a 7.2% GDP growth rate in 2013, the Philippines expanded faster than most other countries in Asia – DESPITE a catastrophic typhoon that killed nearly 6,000 and was considered the deadliest natural disaster in the world that same year.
RESILIENT
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HABITS AND ATTITUDES: "DIGITAL / ECOMMERCE / OPPORTUNITY GAP!!
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79.5
MINUTES SPENT PER VISITOR PER MONTH ON RETAIL WEBSITES
17.4
PHILIPPINES AVERAGE
“If the enthusiasm of consumers can cause the Philippines to invest in improving some infrastructure and regulatory issues…[it] could see great advances in its mobile payments future.”
Source: MasterCard Mobile Payments Readiness Index, 2012
OPPORTUNITY GAP
THE CONVERGENCE OF DIGITAL, SOCIAL !AND MOBILE IN THE PHILIPPINES !TIGERCUBDIGITAL.COM!
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ABOUT THE AUTHORS:"ANTHONY COSPITO / WILL GREENE!
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WILL GREENE [email protected] Will is a journalist and digital strategist who contributed research and writing to this report. Also from New York, he is now based in Thailand, where he researches the intersection of technology and economic development in Southeast Asia today. More of his work can be found on his website, TigerMine Research (Tigermine.com).
ANTHONY COSPITO [email protected] Anthony is Managing Director of Tigercub Digital (tigercubdigital.com). Born and raised in New York, Anthony has guided brands and startups for 20 years. After arriving in Southeast Asia in 2008, Anthony has seen first-hand the dynamic digital growth of the region and its potential for innovative disruption. He’s also Co-Founder of online jewelry retailer, House of Serafina (HouseofSerafina.com), called a “startup to watch” by Manila Bulletin.
THE CONVERGENCE OF DIGITAL, SOCIAL !AND MOBILE IN THE PHILIPPINES !TIGERCUBDIGITAL.COM!
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DOWNLOAD THE ENTIRE EXECUTIVE SUMMARY FREE: TIGERCUBDIGITAL.COM/PERFECTDIGITALSTORM
