RP broadband users are "entertainment fanatics"

MANILA, Philippines - Nearly half of all urban broadband consumers in the Philippines are categorized as Entertainment and Social Fanatics, a new study by a US-based global research company said. “Entertainment and Social Fanatics"—one among four categories identified by the study—go online to supplement communications within their peer systems and to further expand their social network systems, according to the study made by Framingham, Massachusetts-headquartered IDC. Entitled “Broadband Consumer Survey: Identifying Key Broadband User Segments in the Philippines," the study also identified other three segments which include Laggard Users, Information and Community Junkies, and Early Adopters. Online usage by the “Laggard Users" is focused on basic Internet activities such as online search and accessing of personal emails while the “Information and Community Junkies" are characterized by their regular use of online data mining, as well as search-, research- and educational- community forums. Meanwhile, the “Early Adopters" are one of the first to try new services and are also heavy users of basic online services such as online search and accessing of personal emails. The study also said that most local broadband subscribers are people who frequently blog, go to social media networks, and visit online communities. Catherine Foronda, market analyst for communications research at IDC Philippines, said service providers (SPs) would do well to package and position their services according to the activities and practices of these online users. “Essentially, this involves the continuous effort to learn about one's customers since their needs and requirements will become more complex in time. Although it may still be some time before a shift from wireline Internet to mobile Internet becomes prevalent, other players from significant segments like hardware, software, and online content should prepare themselves for emerging opportunities," she said. With the take-up of mobile trends, the research company said it expects mobile advertising, mobile social networking, and mobile online search to come along in the future. IDC also said that although the Philippines has a relatively young market when it comes to residential broadband share, local broadband is expected to enjoy strong take-up in the near future. “As broadband migration continues, IDC anticipates more profile variations to emerge from these current classifications of broadband users," the study said. - GMANews.TV