Report: Pinoys spend longest time on social media sites per week

An annual global report has found that Filipinos spend more than six hours on social media sites per week – the longest among those surveyed.

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According to the latest “State of the User Experience” research report from Limelight Networks, consumers worldwide are spending more time online and are quick to avoid websites that provide poor user experiences or have had security breaches.

Globally, social media is the top choice for time spent online at an average of four hours and 14 minutes per week. People aged 18-35 spend more time watching online video than any other activity, while those older than 60 prefer spending time reading online news.

The report, which highlights consumer online behaviors and expectations, found major increases in time spent online and the impact of online experiences on customer loyalty. It was based on a survey of 3,500 respondents in the Philippines, France, India, Japan, South Korea, the UK, and the US.

Globally, more than 45 percent of people spend at least 15 hours a week online outside of work – a 64 percent increase from last year.

Smartphones are the primary device used to access online content, and more than half (56 percent) of worldwide consumers expect fast web performance regardless of what device they are using.

Poor experiences frequently lead to lost sales. Nearly half (49 percent) of global consumers surveyed said they will not wait more than 5 seconds for a web page to load, and 43 percent would move to a different site to make a purchase if a website was too slow.

More than 12 percent of consumers surveyed will not re-visit a website after previously experiencing slow performance – double the number from last year’s survey.

Consumers also want to know their information is being safeguarded online. More than 75 percent have a negative opinion of a brand after it has experienced a security breach, and 40 percent say they will not shop at a website that has been the victim of a cyber-attack.

“In today’s crowded market, brands can’t risk delivering a poor online experience to their customers,” said Michael Milligan, senior director at Limelight Networks. “Security breaches, slow performance and other elements of an inefficient online experience impact a shopper’s actions and have long-lasting effects on brand reputation and customer retention.”

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Additional insights from the report show:

Good experiences go a long way. The top factors in deciding to purchase a product from a website are the “the ability to easily search and find items” and “fast online performance.” After a positive experience on a website, 75 percent of worldwide consumers surveyed will recommend that brand to a friend. Consumers in India and the Philippines are the most likely to do so, with 95 percent willing to recommend a website based on a good experience.

Smartphones are preferred by younger consumers. This is the most commonly used device for Filipinos, followed by a laptop, and desktop computer. Globally, smartphones are also the preferred device for accessing online content by women and people 45 and younger. Men and people older than 45 prefer laptop computers.

Positive reviews and feedback on social media matter for online purchases. Filipinos rank this as the second most important criteria, after the ability to easily search for what they are looking for. Fast performance of websites were ranked third

Positive online experiences builds brand loyalty. 95.6 percent of Filipinos will likely recommend a brand to a friend based on their experience. This is vastly different in comparison 27.4 percent in Japan, which could be based on cultural differences.

Online security breaches tarnish brand perception. Up to 43.2 percent of Filipinos will not continue to make online transactions on a website that suffered from an online security breach. While in the U.S, 30.4 per cent will continue to make a transaction.

Consumers are spending more time online. People in the US and the UK spend the most time online, with more than half in each country spending more than 15 hours a week online. Globally, people 46-60 spend the most time online, with 49 percent online for more than 15 hours a week. For comparison, 41 percent of young millennials (ages 18-25) spend more than 15 hours online each week.

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