PERFECT DIGITAL STORM REPORT SERIES The convergence of young demographics, fast growing economies, and deeply digital lifestyles is fueling a new “mobile-first” middle class across Southeast Asia. More so than ever before, consumers are socializing, gaming, reading and buying digitally. They're also more open to connecting with brands than almost anywhere else on earth. PHILIPPINES EDITION The Philippines presents some of the biggest digital opportunities in Southeast Asia today. With half its household population under 23 and GDP growth exceeding 7% in 2013, it’s one of the youngest and fastest-growing economies in Asia. It also has some of the world’s highest rates of social media usage, brand engagement and growth in internet penetration, making it a promising market for digital technologies, consumer brands and online services like e-commerce. The full report provides a current and comprehensive view of the Philippines’ digital, mobile and social landscapes. It features game-changing startups, hot sectors and a digital roadmap with actionable insights to help brands and startups “leverage the storm” with proven strategies and best practices based on real-world experience in the region.

1. EXECUTIVE SUMMARY
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Perfect Digital Storm:
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EXECUTIVE SUMMARY!
Philippines!
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THE CONVERGENCE OF DIGITAL, SOCIAL !
AND MOBILE IN THE PHILIPPINES !
TIGERCUBDIGITAL.COM!
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2. EXECUTIVE SUMMARY
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Perfect Digital Storm:
Philippines!
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DEMOGRAPHICS
+ ECONOMICS +
TECHNOLOGY
The Perfect Digital Storm report series provides key insights
on Southeast Asiaʼs fast-growing digital markets, best
practices, and where the opportunities are for growth. "
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The series is based on the premise that a “perfect digital
storm” of economic, demographic and technological forces are
transforming the region into a connected base of 600 million
consumers, creating unprecedented opportunities for digital
disruption across industries, and across cultures. "
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Southeast Asia is seeing a rise in digital innovations from
start-ups and brands who are discovering the opportunity
gaps, and racing to fill them. Their early efforts are best
described as game-changing. Yet the challenges are
enormous given the regionʼs diverse range of religions,
cultures, laws, and digital readiness. "
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Each report contains clear, comprehensive digital, social, and
mobile data from a single country in the region. Trends and
areas of opportunity are outlined and derived from a range of
diverse sources. "
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THE CONVERGENCE OF DIGITAL, SOCIAL !
AND MOBILE IN THE PHILIPPINES !
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TIGERCUBDIGITAL.COM!
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Fou
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YOUNG!
MARKET!
ECONOMIC
GROWTH!
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DIGITAL
LIFESTYLES!
The data, charts and insights are presented in a rich visual
format that makes it easy to follow and effective to include in
meetings and presentations. Strategic recommendations and
a digital roadmap is provided to help navigate towards
success."
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Tigercub Digitalʼs first report in the series covers the
Philippines, one of Southeast Asiaʼs fastest-growing
economies. Upcoming reports will include Indonesia, Thailand,
and other ASEAN nations."
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The Philippines is one of Southeast Asiaʼs most promising
digital markets. Between 2008 and 2012, internet penetration
in the country grew by nearly 500%, more than any other
country in the region, according to the ITU. Over that same
time period, device ownership and usage of virtually all online
services grew dramatically. "
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Add together young demographics, a growing of the middle
class and a “mobile-first” culture, and the potential of the
digital storm becomes apparent."
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3. EXECUTIVE SUMMARY
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Perfect Digital Storm:
Philippines!
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PHILIPPINES!
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THE CONVERGENCE OF DIGITAL, SOCIAL !
AND MOBILE IN THE PHILIPPINES !
TIGERCUBDIGITAL.COM!
As with its regional neighbors, three mega-trends
are impacting digital uptake in this fast-rising nation:"
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Young Nation – Half the household population is
younger than 23, making the Philippines one of the
youngest in Asia. Considering youth is where many
brand preferences are set, marketing initiatives
implemented correctly here can drive strong ROI
and customer lifetime value."
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Booming Economy – Once considered the “sick
man of Asia,” the Philippines posted economic
growth rates in the past two years not seen since
the 1950ʼs at 6.8% in 2012, and 7.2% in 2013."
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Digital Enthusiasm – The Philippines has some of
the highest social media usage rates globally,
despite low broadband penetration. It also ranks as
one of the worldʼs most engaged markets for mobile
advertising, brand openness and Facebook use."
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YOUNG +
BOOMING +
DIGITAL
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The growth of the Philippinesʼ digital markets are
well-known. In recent years, theyʼve been widely
discussed in news media outlets, industry reports,
investment houses and other sources. Much of this
information, however, remains highly fragmented,
obscure and sometimes even incorrect."
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To provide a current and comprehensive view of the
Philippinesʼ digital, mobile and social landscapes,
this report aggregates a wide range of verified data
sources and presents it in an engaging, visually-rich
format. "
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The report also features a digital roadmap with
actionable insights to help brands and startups
“leverage the storm” with proven strategies and
best practices based on real world experience in
the region."
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The report is divided into three sections:"
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COUNTRY OVERVIEW: covers the basic top-level
facts about the economic, demographic and
technological trends unfolding in the Philippines.
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HABITS AND ATTITUDES: provides extensive and
current data on how people use digital, social and
mobile technologies in the Philippines."
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RECOMMENDATIONS: includes strategic initiatives
and tactical efforts to grow awareness, build brand
recognition and drive revenue through digital
engagement.

4. EXECUTIVE SUMMARY
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THE CONVERGENCE OF DIGITAL, SOCIAL !
AND MOBILE IN THE PHILIPPINES !
TIGERCUBDIGITAL.COM!
Perfect Digital Storm:
Philippines!
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VIBRANT
With roughly 100
million people, the
Philippines is the
12th largest country
in the world.
Half the household
population is under
23, making it one of
the youngest
countries in Asia.
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5.
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EXECUTIVE SUMMARY
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Perfect Digital Storm:
Philippines!
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COUNTRY
PROFILE
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OVER 100%
MOBILE
PENETRATION
(through multiple
SIMS per user)
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THE CONVERGENCE OF DIGITAL, SOCIAL !
AND MOBILE IN THE PHILIPPINES !
TIGERCUBDIGITAL.COM!
POPULATION !
98,684,096
ECONOMY"
7.2%
2013 GDP GROWTH!
INTERNET USERS"
36,240,000!
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Sources: Population - Philippines Commission on Population, Nov 18, 2013 estimate; Economy – Philippines Socioeconomic Planning Secretary Arsenio
Balicasan *Note: the last official census in the Philippines was performed in 2010; this is an estimate based on historic growth rates and does not include the
Filipino diaspora, which includes another 10+ million people!

6. EXECUTIVE SUMMARY
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THE CONVERGENCE OF DIGITAL, SOCIAL !
AND MOBILE IN THE PHILIPPINES !
TIGERCUBDIGITAL.COM!
Perfect Digital Storm:
Philippines!
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RESILIENT
With a 7.2% GDP growth
rate in 2013, the
Philippines expanded
faster than most other
countries in Asia –
DESPITE a catastrophic
typhoon that killed nearly
6,000 and was considered
the deadliest natural
disaster in the world that
same year.

7. EXECUTIVE SUMMARY
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THE CONVERGENCE OF DIGITAL, SOCIAL !
AND MOBILE IN THE PHILIPPINES !
TIGERCUBDIGITAL.COM!
Perfect Digital Storm:
Philippines!
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HABITS AND ATTITUDES: "
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DIGITAL / ECOMMERCE / OPPORTUNITY GAP
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79.5
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! MINUTES SPENT PER VISITOR PER MONTH ON
RETAIL WEBSITES
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17.4
PHILIPPINES
AVERAGE
OPPORTUNITY
GAP
“If the enthusiasm
of consumers can
cause the Philippines
to invest in improving
some infrastructure
and regulatory
issues…[it] could see
great advances in its
mobile payments
future.”
Source: MasterCard Mobile Payments
Readiness Index, 2012

8. EXECUTIVE SUMMARY
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THE CONVERGENCE OF DIGITAL, SOCIAL !
AND MOBILE IN THE PHILIPPINES !
TIGERCUBDIGITAL.COM!
Perfect Digital Storm:
Philippines!
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ABOUT THE AUTHORS:"
ANTHONY COSPITO / WILL GREENE!
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! ANTHONY COSPITO
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ANTHONY@TIGERCUBDIGITAL.COM
! Anthony is Managing Director of Tigercub Digital
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(tigercubdigital.com). Born and raised in New York, Anthony has
guided brands and startups for 20 years. After arriving in
Southeast Asia in 2008, Anthony has seen first-hand the
dynamic digital growth of the region and its potential for
innovative disruption. He’s also Co-Founder of online jewelry
retailer, House of Serafina (HouseofSerafina.com), called
a “startup to watch” by Manila Bulletin.
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WILL GREENE
WILL@TIGERMINE.COM
Will is a journalist and digital strategist who contributed
research and writing to this report. Also from New York, he is
now based in Thailand, where he researches the intersection of
technology and economic development in Southeast Asia
today. More of his work can be found on his website,
TigerMine Research (Tigermine.com).
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9. EXECUTIVE SUMMARY
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Perfect Digital Storm:
Philippines!
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THE CONVERGENCE OF DIGITAL, SOCIAL !
AND MOBILE IN THE PHILIPPINES !
TIGERCUBDIGITAL.COM!
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