Posts filed under ‘philippines’

36 (Asian) Youth Facts in 159 Seconds

Ju (MindShare, Regional Team) writes:

The threebillion project put together a fascinating video on behalf of MTV Asia for the Music Matters Conference in Hong Kong late May ’07. The video features 36 facts dedicated to Asian youth in 159 seconds.

From threebillion: Whether it be teenage marriage in India, mobile phone usage in Japan, Filipino TV watching or Saudi Arabian Bluetooth porn, each market is rich it’s own brand of youth culture. This video is dedicated to the best thirty six facts we could find.

For those still waiting for the day the internet is free from censorship, here are all the facts and some screen captures of the video, courtesy of Global Nerdy.


  • There are 3 billion people under 25 on this planet
  • 61% of them live in Asia
  • 67% of young Asians have downloaded music in the last month
  • Only 27% paid for it
  • Hong Kong youth spend the most time online per day (4.7 hours)
  • Indonesian youth spend the least (0.9 hours)
  • Young Filipinos watch the most TV per day (6.2 hours)
  • Young Chinese watch the least (3.2 hours)
  • There are 37.5 million gamers in China
  • 90% play online games
  • Weekly, Korean teenagers will spend
    • 14 hours on the computer…
    • .12.8 hours watching TV
    • 0.7 hours reading newspapers
  • Taiwan has the highest teenage birthrate in Asia
  • South Korea has the lowest
  • 45% of young Japanese women said they were in love
  • Only 30% of young Japanese men said the same
  • 82% of Japanese teen males said they used contraception the first time they had sex
  • Only 12% of Japanese 20-year-olds use the home PC to access the internet — the same level as 50-year-olds — they’re using their mobile phones instead
  • 26% of all youth deaths in China are from suicide
  • In India, 50% of girls will be married before they are 18
  • In Nepal, the rate is 60%
  • 85% of Korean teenagers own a cell phone
  • They send an average of 60 messages per day
  • 46% of students send messages in class
  • “Our children are seriously addicted to cell phones” — Parent’s Union Spokesperson
  • Chinese people spend 10x more money on the internet than people in the west
  • It represents 10% of their monthly income
  • Who prefers a laid-back hassle-free lifestyle?
    • 14% of Chinese teens
    • 22% of South Korean teens
    • 43% of Japanese teens
  • 99% of Saudi teens use Bluetooth
  • 99% said that the device had broken social taboos
  • 85% said it was safe for communication with the opposite sex
  • 69% of messages exchanged by Saudi teens were pornographic

June 18, 2007 at 1:31 pm 4 comments

Healthy but lazy in the Philippines?

April (MindShare Philippines) writes: 

Recently, while doing some analysis of our 3D research database for a client, we noticed something interesting. There seemed to be something amiss about Filipinos attitudes towards health and their health habits. While many said that they were conscious about their health, a noticeably smaller percentage would actually do things to promote good health. They wouldn’t stop smoking, they wouldn’t eat healthy food, they wouldn’t go to the gym.  It took some time for me to realize that the reason this seemed amiss is that I was going by what is generally a Western model of health: thin and heading to the gym. This is not how many Filipinos see it. In fact, a whole lot of us – especially outside Metro Manila – will say “You’re getting fat!” and mean it as a great compliment.  

If our clients want to effectively use health as a motivator for the market, then we need to get a better, more thorough, and more culturally-relevant meaning of health for the Filipino. We’re looking to launch a study into this soon, so we’ll share the findings when it’s done!

January 22, 2007 at 7:27 am 2 comments

Why Filipinos love online communities


James (MindShare regional team, Singapore) writes:

Prolific Filipino blogger Mike Abundo explains an interesting theory here:

Why are Filipinos such natural adopters of social media? Why are half of all Friendster users Filipino? Why is the Philippines among the top countries on BlogExplosion?

Here’s what I think. One of the Filipino core values, passed down from our small-town islander ancestors, is bayanihancommunity collaboration. That’s exactly why technologies that facilitate online community collaboration are such hits with Filipinos.

January 17, 2007 at 3:15 pm 3 comments

Japanese Cosplay takes off in Asia and beyond


Ju (MindShare regional team, Bangkok) writes:

You’ve heard this before – the vast amount of rich, multimedia information flowing rapidly and fluidly through the Internet and other digital means is re-arranging social network structures and creating new ones – globally. From a marketing viewpoint, this calls for a reassessment of the data sets that are used to define user profiles for consumer segmentation . In other words, ‘The Big Switch’ is favoring ways to redefine your customer segments for even more effective targeting.

One powerful youth culture nurtured, thriving, and spreading through these digital means is “Cosplay”, described by Wikipedia as: “a contraction … of the English words “costume” and “play”, is a Japanese subculture centered on dressing as characters from manga, anime, tokusatsu, and video games, and, less commonly, Japanese live action television, shows, fantasy movies, or Japanese pop music bands. However, in some circles, “cosplay” has been expanded to mean simply wearing a costume.”

The cosplay community is united by their costumed appearance and unconstrained by national boundaries. The blog, self-described as the internet’s premier cosplay community, already has more than 50,000 registered members, and links to sub-blogs from 22 countries, ranging from Canada to Chile, and from Asia, includes Thailand, Japan, Korea, China, Hong Kong, Singapore, Taiwan. The World Cosplay Summit is now onto its fourth year and its website features links to smaller national competitions in places from Singapore to Brazil.

It is rapidly entering the mainstream in the Philippines, where cosplay events are often held within an anime, manga, gaming, or sci-fi convention (source: wikipedia). In fact, the Filipino has their own established cosplay online community, Pinoy Cosplay, with at least 2,900 members, a bookstore, a shop, and forums discussing topics ranging from cosplay celebrities, costume-making tips, and cosplay-related products.

The cosplay society even has their own themed hangouts: pubs, restaurants, or cafes where staff dresses in cosplay, elegant maids, or butlers, and treat everyone like “Masters”. These so-called ‘maid cafes’ have already popped up in Thailand, Singapore, and Korea.

Brands have begun to attach themselves to this subculture: see Garnier’s Manga Head styling gel in the UK and Nike ID in Japan.

How can a brand capitalize on these passion-based youth communities, that are bubbling up virtally and coming together physically? I think this quote inspires many ideas: “It’s not where you take things from, it’s where you take them to.” (Jean Luc Godard).

January 9, 2007 at 12:09 pm 10 comments

Asian papers feature Time’s Person of the Year: You


Ju (Mindshare regional team, Bangkok) writes:

When Craig Yoe of Yoe! Studios announced that ‘you’ (meaning you, me, us, individuals) was number of one on his list of top 100 cool things at the 2006 Asia Youth Marketing Conference, I certainly never imagined that it was going to be echoed in this year’s Time magazine’s selection of Person of the Year, announced on Saturday.

However, what surprised me even more was that the story was newsworthy enough to be featured on the FRONT-PAGE of Thailand’s two main English-language newspapers, the Bangkok Post and the Nation. Further exploration on took me to at least 3 other Asian newspapers where the story got front-page mention on Monday – Taiwan’s Economic Daily News, the Manila Times, and the Korea Times, which had a teaser on the page header. (However, for some reason, this was not the case in leading papers in the West such as The New York Times or UK’s The Guardian.)

To me, this implies that ‘The Big Switch’ is at a point where it will propel into full steam in affecting Asian consumers very soon. When an authoritative media like Time pays attention to the ‘ small contributions of millions of people’ and salutes the individuals who share photos, videos, thoughts, personalities, and more on the Internet, when Asian daily newspapers find this newsworthy of front-page coverage, expect this ‘New Digital Democracy’ to be discussed among all and engaged by Asian early adopters who will, if they haven’t already, make sure they are not left behind the online cultural revolution.

December 19, 2006 at 5:45 am 2 comments

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MindShare's unofficial uncorporate Asian blog


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