Youth's Role in Social Media and E-Commerce Growth
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A presentation given by Janette Toral encouraging the youth to form their start-ups serving the needs of their market last January 25 at Lingayen Pangasinan for the Creative Alliance Services ICT Seminar Series 2012.
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Youth's Role in Social Media and E-Commerce Growth
- 1. Youth’s Poten,al Role in Social Media and E-‐Commerce Growth Jane=e Toral h=p://digitalfilipinoclub.com
- 2. Despite this stability, overall engagement is on the rise. Social networking now dominates… 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 Ac,vi,es showing significant increase at 95% confidence levels between 2009 and 2011 * 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
- 3. The backdrop to e-‐commerce in Philippines Tradi/onal Presence of High reliance on IT and Banking counterfeits and inter-‐personal infrastructure trade legacy knock-‐offs rela/onships “evolving” Lack of ‘accredita,on and Buyers need Buyers feel Low levels of guarantees'…by to ensure the comfort, confidence/ default modern trade actually quality by dealing with trust in encourages physical known transac,ng des,na,on inspec,on vendors online shopping There is an inherent reluctance to “trade” through the Internet Source: Yahoo!-‐Nielsen Net Index 2011
- 4. Online transac/ng remains in it’s infancy Online Transac/ons (%) 3 1 2010 2011 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
- 5. Payments largely made offline, given current trust and comfort levels with e-‐payment Payment methods (%) Cash (face to face) 53 Credit card 36 Transfer via ATM/Bank 10 Internet Banking 9 Deposited cash at bank branch 4 Online accounts such as Paypal 1 Cheque 1 Debit card 1 Source: Yahoo!-‐Nielsen Net Index 2011
- 6. E-‐Commerce is Growing Source: h=p://bit.ly/pe7W=
- 7. A lot of sites s,ll don’t sell well…
- 8. E-‐Commerce for Youth Market by the Youth Market!
- 9. Help me belong… Help me be significant… Source: h=p://mobileyouth.org
- 10. Home, Hangout, Hideout Study the market where they are. Source: h=p://mobileyouth.org
- 11. Sulit.com.ph
- 15. 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
- 19. Disrup,ve Diva • Social tools (product, story, usage behaviors) to reclaim: – Social space – Social arrival Source: h=p://mobileyouth.org
- 20. 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
- 21. Brand vs. fan ambassador • No more big ideas. • Ideas from ground-‐ up. Yahoo Purple Hunt 2009
- 22. Lose users • Isola,on • Risk • Loss of control • Youth wants many-‐to-‐many rather than one-‐on-‐one. Source: h=p://mobileyouth.org
- 23. Cashless Innovators • Niche groups with a knowledge barrier to entry. – SMS – Facebook – MP3 Source: h=p://mobileyouth.org
- 24. 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
- 25. We buy with emo,on and jus,fy with logic Source: h=p://mobileyouth.org
- 26. TV PRINT POS CRM digital digital digital digital social social social social game game game game mobile mobile mobile mobile Be Useful Changes the rules of engagement.
- 27. We need more e-‐commerce start-‐ups.. Join the DigitalFilipino Startup 100 Project! Apply now! h=p://digitalfilipinoclub.com