MANILA, Philippines – We live in a constant state of partial attention. That’s a fact. Bombarded with all sorts of attention-seeking armaments, we don’t look for stimuli as much as we try to dodge unwanted ones.
We try and seek order, (hence the rise of search engines), we crave for things that matter to us, and we do our best to sift through the world. We watch, we listen, we surf, we chat, we tweet, we post anytime, anywhere as often as our Internet connections will allow us.
We cram more things in such a short period of time. Studies in the US now tell us that we consume more media (combined) per day than the time we are awake. Millennials keep their phones on by their bedside, we suffer withdrawal symptoms when we’re disconnected, and we dream electric dreams.
Yet throughout that time, we somehow default back to the tried and familiar. We Filipinos default to television. In a Nielsen Company study released February 2012 called, “The Asian Media Landscape is Turning Digital,” Nielsen starts off with findings from their August 2010 study “How People Watch” A Global Report.
“Nielsen’s global media consumption index shows that Asia (excluding Japan) and BRIC nations surpass Europe and Western markets on television viewing and video consumption via the Internet or mobiles.
Increasing ownership of Internet-enabled devices has also resulted in simultaneous media consumption or “media multi-tasking.” In Southeast Asia, accessing the Internet while watching television is the most common media multi-tasking activity, occurring at least several times per week.”
I want my TV
Filipinos remain among the top consumers of TV in the world. The Philippines ranks No. 5 in the world in Home TV Usage — behind only Hong Kong, Brazil, China and India.
As of March 2010, the Philippines ranks No. 3 in the world in terms of TV Reach — behind Taiwan and Greece.
Reach is defined as the percentage of population that has watched television at least once in the month that the survey was conducted.
Ah, but here’s the fascinating bit of data. The Philippines ranks No. 12 in the world in average daily time spent watching television. Even more fascinating, Filipinos rank No. 1 among Asian countries for this stat. Filipinos average 3 hours and 30 minutes per day in front of their TV screens.
Three-and-a half hours of television just isn’t enough it seems. The Philippines also ranks No. 3 for Online Video Usage behind only China and Indonesia.
Lots of opportunities exist for online video consumption. Tablets, smartphones, notebooks, Internet cafes. And home consumption are but just some of the outlets. Anytime, anywhere is the mantra of the hyperconnected world.
Filipinos agree. Filipinos rank 8th in the world, in terms of video consumption at work. BUT, even more exciting is that we rank 1st in the world in mobile video consumption.
A shifting world
Appetite, adaptability and ability – trademarks for what could become a significant shift in the media ecosystem. Given the Filipinos’ love for media, and the real financial impact this has across multiple industries dependent upon each other, it is no wonder that the rumor mill has been buzzing with who is interested in what in our media industry.
TV will not go by the wayside. That’s for sure. Just ask radio. There was a spell that with the advent of MTV in the 80s, pundits had prophesied the demise of radio. It is still alive but has had to evolve. Same with the music industry, same with home video (think dibidi)…
Or is this just a passing fancy similar to the Laser Disc (remember that?) Early days. But one thing is certain….once the genie is let out, it is tough to coax it back in. – Rappler.com
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