According to new research from Magnite, consumers in the Philippines are actively using mobile to consume content, with more than 94% streaming video on mobile devices, while CTV has now overtaken traditional TV as the television device most often used to watch video among video viewers.
The report, “Decoding the Connected Filipino Consumer,” additionally highlights how relevant advertising is most resonant with viewers with 55% of Filipino consumers recalling ads that are relevant to them.
“In the rapidly changing digital landscape, it’s important to keep ahead of evolving trends around consumer behavior to help inform business decisions, and we commissioned this study to better understand how Filipinos are spending their time on the open internet,” said Gavin Buxton, Managing Director of Asia at Magnite.
“Insights revealed an openness toward advertising in addition to a greater inclination to purchase a product after viewing an ad across multiple platforms, presenting advertisers with an invaluable opportunity to diversify their media plans to reach their desired audiences.”
Highlights from the study
1. Consumers are spending more time online across multiple channels spanning OTT/CTV, gaming, audio and other digital mediums. 90% of Filipinos are on the open internet at least twice a week, making up a greater combined reach than UGC video and social. This translates to an estimated 76 million Filipinos active on the open internet.
2. Filipinos are actively using mobile to consume content, with more than 94% streaming video on mobile devices, though CTV has now overtaken traditional TV as the television device most often used to watch video among video viewers.
3. Relevant ads generate higher brand recall. Viewers appreciate advertising that is relevant to them and are open to seeing relevant ads in exchange for content. 55% of Filipino consumers recall ads that are relevant to them.
4. Consumers are receptive to advertising and often take action after seeing ads across multiple platforms, with 61% stating they searched for the product advertised and 58% making a purchase