Youth’s  Poten,al  Role  in    Social  Media  and  E-­‐Commerce  

Growth  Jane=e  Toral  

h=p://digitalfilipinoclub.com  

Select  Monthly  Online  Ac/vi/es  (%)     2009   2010   2011  

Visi,ng  Social  Networking  sites     51*   53   82  

Search       58   76   80  

Instant  messaging     63   68   69  

Internet  Portal     54   73   67  

Visi,ng  public  chat  rooms   54   67   65  

Email     63   65   64  

Played  games  online     53   45   54  

Listen  to  songs  in  music  websites   -­‐   -­‐   45  

Downloaded  or  uploaded  music  files  online     25   37   37  

Shared/posted  something  online  that  you  created   15   24   36  

*  Note.  The  2009  figure  for  social  networking  includes  community  groups  /forums  Base:  Past  month  Internet  users  aged  10+  across  Na,onal  Urban  Philippines  Source:  Yahoo!-­‐Nielsen  Net  Index  2010,  2011  

Ac,vi,es  showing  significant  increase  at  95%  confidence  levels  between  2009  and  2011  

Despite  this  stability,  overall  engagement  is  on  the  rise.  Social  networking  now  dominates…  

The  backdrop  to  e-­‐commerce  in  Philippines  

There  is  an  inherent  reluctance  to  “trade”  through  the  Internet  

Lack  of  ‘accredita,on  and  guarantees'…by  default  modern  trade  actually  encourages  des,na,on  shopping  

Presence  of  counterfeits  and  

knock-­‐offs  

High  reliance  on  inter-­‐personal  rela/onships  

IT  and  Banking  infrastructure  “evolving”  

Tradi/onal  trade  legacy  

Buyers  need  to  ensure  quality  by  physical  inspec,on  

Buyers  feel  the  comfort,  dealing  with  

known  vendors  

Low  levels  of  confidence/trust  in  

transac,ng  online  

Source:  Yahoo!-­‐Nielsen  Net  Index  2011  

3 1

2010 2011

Online  Transac/ons  (%)  

Ques,on:  Have  you  purchased  products  online  in  the  past  12  months…  payment  could  be  online  or  offline?  

Base: Past month Internet users aged 10+ across National Urban Philippines Source: Yahoo!-Nielsen Net Index 2011

Online  transac/ng  remains  in  it’s  infancy  

53

36

10

9

4

1

1

1

Cash  (face  to  face)  

Credit  card  

Transfer  via  ATM/Bank  

Internet  Banking  

Deposited  cash  at  bank  branch  

Online  accounts  such  as  Paypal  

Cheque  

Debit  card  

Payment    methods  (%)  

Payments  largely  made  offline,  given  current  trust  and  comfort  levels  with  e-­‐payment  

Source:  Yahoo!-­‐Nielsen  Net  Index  2011  

E-­‐Commerce  is  Growing  

Source:  h=p://bit.ly/pe7W=  

A  lot  of  sites  s,ll  don’t  sell  well…  

E-­‐Commerce  for  Youth  Market  by  the  Youth  Market!  

Help  me  belong…  

Help  me  be  significant…  

Source:  h=p://mobileyouth.org  

Home,  Hangout,  Hideout  

Study  the  market  where  they  are.  

Source:  h=p://mobileyouth.org  

Sulit.com.ph

h=p:/mul,ply.com/marketplace  

h=p://www.ebay.ph  

The  10%  (fans)  that  influences  the  90%  (mass  market)  

•  Teenage  Pirates  •  Cashless  Innovators  •  Disrup,ve  Diva  

•  Discover  the  social  currency  in  a  product  

Source:  h=p://mobileyouth.org  

Disrup,ve  Diva  

•  Social  tools  (product,  story,  usage  behaviors)  to  reclaim:  – Social  space  – Social  arrival  

Source:  h=p://mobileyouth.org  

A=en,on  is  earned  –  not  bought  

•  Build  your  fans  a  home,  community,  project  or  cause.  – House  the  dialogue,  allow  them  to  create  own  context.  

– Connect  them  with  each  other  and  step  back.  

Source:  h=p://mobileyouth.org  

Brand  vs.  fan  ambassador  •  No  more  big  ideas.  •  Ideas  from  ground-­‐up.  

Yahoo  Purple  Hunt  2009  

Lose  users  

•  Isola,on  •  Risk  •  Loss  of  control  •  Youth  wants  many-­‐to-­‐many  rather  than  one-­‐on-­‐one.  

Source:  h=p://mobileyouth.org  

Cashless  Innovators  

•  Niche  groups  with  a  knowledge  barrier  to  entry.  – SMS  – Facebook  – MP3  

Source:  h=p://mobileyouth.org  

Co-­‐Crea,on  

•  Youth  as  partners  rather  than  des,na,on.  •  Involve  youth  in  product  development  and  marke,ng  process.  

•  Without  context,  content  has  no  meaning  – “Where  am  I  in  this  story?”  

•  We  don’t  buy  stuff.  We  buy  what  stuff  does  for  us.  

Source:  h=p://mobileyouth.org  

We  buy  with  emo,on  and  jus,fy  with  

logic  

Source:  h=p://mobileyouth.org  

Be  Useful  

TV   PRINT   POS   CRM  

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game  

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game  

mobile   mobile   mobile   mobile  

Changes  the  rules  of  engagement.  

We  need  more    e-­‐commerce  start-­‐ups..    

Join  the    DigitalFilipino  Startup  100  Project!  

Apply  now!  

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