For Advertisers: Summary of PEx Demographics

[Mikoid]

A lot of advertisers ask me about some of the pertinent demographics on PinoyExchange. Here's an interesting snapshot:

GENDER
48% male, 52% female

CIVIL STATUS
85% single, 15% married

CHILDREN
15% with children, 85% without

EDUCATION
Elementary 3%
High School 10%
College Undergrad 17%
College Grad 64%
Masters 6%
Doctorate 1%

LOCATION
Metro Manila / NCR 73%
Luzon Outside NCR 9%
Visayas 5%
Mindanao 3%
Outside PH - Asia 3%
Outside PH - North America 4%
Middle East 1%
Others 2%

EMPLOYMENT
Self-Employed 10%
Employed 55%
Unemployed 6%
Student 29%

INCOME
Below 10000 32%
10000-19999 36%
20000-29999 11%
29999-49999 12%
50000-99999 3%
100000 and up 6% (weird)

WEB ACCESS (not mutually exclusive)

Of the group sampled, the percentage below is the %age of users who checked each option.

Office 55%
Internet Cafe 38%
Home - Prepaid Dialup 48%
Home - Postpaid Dialup 11%
Home - DSL or Broadband 25%
Commercial Wi-Fi 3%
Mobile Device 13%

GADGETS OWNED (Not mutually exclusive)

Of the group sampled, the percentage below is the %age of users who checked each option.

Mobile Phone 100%
PDA 14%
Desktop Computer 77%
Digicam 52%
Portable Digital Music Player 25%
Laptop 29%

FAVORITE PEX FORUMS (Not mutually exclusive)

Of the group sampled, the percentage below is the %age of users who checked each option.

Sports Center / In the Zone / UAAP / NCAA 23%
Hobbies and Recreation 25%
Classifieds 27%
Small Talk / Personals / Buhay Pinoy / Filipinos Everywhere 19%
Music and Radio 23%
International and Local Movies and TV 34%
Fashion and Lifestyle 24%
Food and Drinks 20%
Love Courtship Marriage / Family Friends Society 28%
Arts and Lit / Realm of Thought 14%
Electronic Gaming / Tech Today 22%
The Pit Stop 10%
The Academe / Campus Chat 13%
Anime and Manga 6%
Parenting 101 6%
The Working Filipino 19%
Call Centers 10%
What's Up Doc 12%

[abcxyz]

this is based on data entered by posters into the personal data? are these unique entries? meaning no alternicks?

how many people actually enter the CORRECT personal data into any net personal data questionnaire? i wouldnt read too much into the demographics profile because of that reason.

for marketing purposes, i would, however read into lifestyle and psyche (psychographics) rather than demographics. i think the demographics are totally unreliable but the psychographics part is very much real. the PEX psychographics should be compared to the psychographics analysis of the other sites and that is where the real marketing/advertising gem will come to play.

there are a few more gems being revealed in those data, though. but thats for another day.

[Mikoid]

abc -- I would appreciate any insights you have on how to make this data more relevant to our ad sales efforts.

There's really no control over alternicks entering duplicate data. However, I believe that as the sample size gets bigger we'll be able to reduce the effect of alternicks on the percentages.

I'll repost the findings once the sample size increases.

Anybody work for Airborne Access? 29% of those sampled own a laptop but only 4% use commercial wi-fi services!

[spindoctor]

FAVORITE PEX FORUMS (Not mutually exclusive)

Of the group sampled, the percentage below is the %age of users who checked each option.

Sports Center / In the Zone / UAAP / NCAA 23%
Hobbies and Recreation 25%
Classifieds 27%
Small Talk / Personals / Buhay Pinoy / Filipinos Everywhere 19%
Music and Radio 23%
International and Local Movies and TV 34%
Fashion and Lifestyle 24%
Food and Drinks 20%
Love Courtship Marriage / Family Friends Society 28%
Arts and Lit / Realm of Thought 14%
Electronic Gaming / Tech Today 22%
The Pit Stop 10%
The Academe / Campus Chat 13%
Anime and Manga 6%
Parenting 101 6%
The Working Filipino 19%
Call Centers 10%
What's Up Doc 12%
No LaFI?!?! :eyecrazy:

[Mikoid]

My blunder on LAFI. I'll add it during our next promo ...

Oh, interested in who earns more?

FEMALE INCOME
Below 10000 30.27%
10000-19999 33.51%
20000-29999 15.14%
29999-49999 8.65%
50000-99999 6.49%
100000 and up 5.95%

Incidentally, here's the breakdown for the guys:

MALE
Below 10000 25.58%
10000-19999 37.67%
20000-29999 13.95%
29999-49999 13.02%
50000-99999 5.12%
100000 and up 4.65%