The –ick factor in mobile advertising: Filipino behaviors and preferences

The first mobile Filipino emerged in 1991, when cellular mobile phone services were launched. Since then, mobile Filipinos earned for the country several titles, namely the world’s “text/SMS capital,” “social networking capital,” and most recently the “selfie capital.”

Mobile phones have overtaken the population. By end 2015, smartphones are expected to grow by 40%, outnumbering feature phones. Today, the smartphone is probably the most accessible, but least maximized platform in advertising. Through Epinion’s 27,076 robust online panel of netizens, Omnicom Media Group (OMG) discovered uniquely Filipino –ick factors in mobile advertising.

Says OMG CEO Mary Buenaventura, “Our goal was to identify behaviors or ‘ick’ factors, whether positive or negative, that Filipinos have toward mobile, and align them with corresponding behaviors and preferences that advertisers can leverage to engage the mobile Filipino. The results were an eye opener – Filipinos are not only dependent on mobile, the rise of smartphones will make us even more so.” 

NGOs, Business Leaders, And Public Figures Launch 'Connectivity Declaration' Demanding Internet Access For All And Implementation Of The Global Goals

Prominent leaders from the global development community, technology industry, the arts and entertainment joined today in an unprecedented call for world leaders to implement the promise within the newly agreed Global Goals that universal internet access become a reality by 2020.

This week, world leaders are gathered at the United Nations to approve the Global Goals, a new global development blueprint aimed at solving the most pressing social and economic challenges of our time. Recognizing the indispensable role the internet plays in creating jobs and opportunities, enabling access to essential public services, advancing human rights and justice, and ensuring government transparency and accountability, the Declaration calls on governments around the world to work together with innovators to finally deliver access to every person, every where.