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Nielsens South Asia Cross-Platform Report shows that the proliferation of smartphones and other mobile devices is driving the rise in Internet usage

MANILA, Philippines Not one, not two, but 3 screens that is how 8 of 10 Filipinos consume media content these days, according to a report released Monday, December 15, by Nielsen, a global information and insights company.

According to the Nielsen Cross-Platform Report, multi-screening is now a prevalent behavior among digital users, thus the shift in the consumption of media.

The proliferation of smartphones and other mobile devices is driving the rise in Internet usage and, subsequently, how people are now consuming media content not just through one screen but multiple screens, observed Stuart Jamieson, managing director of Nielsen Philippines.

Media owners and brands must continue to innovate to be able to capitalize on multi-screening behavior and deliver enhanced audience engagement with programs and advertising, Jamieson said.

The Nielsen South Asia Cross-Platform Report series, sponsored by Videology, covers the changing media landscape in some of the most dynamic markets in rising Asia, including Indonesia, Malaysia, Singapore, Thailand, the Philippines, Vietnam and India.

The choice to control

Despite the Internets accessibility via mobile devices, newspaper readership (broadsheets, tabloids, and regional newspapers) remains stable over the past year and steady quarter-on-quarter. Around 14% of people in National Urban Philippines are yesterday readers, according to the Nielsens Consumer and Media View study.

Radio listening also shows an upsurge from 53% yesterday listeners to 62% in the past year. Yesterday TV viewership also slightly exhibits increase from 93% to 95% over the past year.

But about 7 in 10 digital consumers in the Philippines report watching TV content and movies via online sources such as video-on-demand the second highest penetration of Internet TV in the region after Thailand.

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8 in 10 Filipinos consume media content through multiple screens