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The
Connected Consumer
Bing
van Tooren of ACNielsen started the presentation with details of the
Internet promise and the state of mobile communications in the Philippines
today… it's use, acceptance and value to the consumer, or specifically,
"The Connected Consumer".
How
many are connected?
As of Q2 2001, an estimated 1.3M Filipinos have web access. Mobile phone
usage is much higher at about 6.8M people for the same period and growing
at a very fast rate.
Connected
Consumer profile
It is only with TV that we can reach the mass market. The relatively
upscale market is also connected by internet, mobilefone, and landline.
While
mobile fone usage cuts across all age groups, Internet users are younger.
Impact
of the mobile phone
-
Use
of the mobile phone has become a necessary part of the Connected
Consumer's life, considered a necessity rather than a luxury
-
Landline
use, especially among teens, has been significantly reduced in favor
of texting
-
Pagers
and landline phone cards have become outdated· Internet-based
services are not yet fully utilized
-
Relationship
with the mobile phone is very personal- likened to a spouse, best
friend, mother
Impact
of the Internet
- Has become part
of the regular routine of the Connected Consumer, taking time from
other activities
- Mainly used as
a communication tool with email topping the list of reasons for using
the internet. Chatting is also popular.
- Entertainment
is another big motivation to use the internet, particularly for gaming·
Information access is made much easier
- The relationship
with the internet is not as personal as the mobile phone, but rather
more functional in nature - a teacher, an intelligent friend
What's
in store?
The Connected Consumer has a lot to look forward to! Some examples --
- Satellite uplink
- Cellphone as
a homing device
- Drive your car
- Record your dreams
- Digital eyepiece
and wrist band
- Learning by connecting
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