- 农村连通性快速提高
- 传统媒体依然重要
- 菲律宾农村人口占总人口近一半
Manila, Philippines – November 10, 2025 - The latest Nielsen Consumer & Media View (CMV) Rural Survey has revealed key insights into the habits, preferences and platforms driving media consumption among rural Filipinos – a sizable consumer group comprising 46% of the population.
研究还强调了较偏远地区数字连接的增长，以及大城市以外的受众目前可获得的不断变化的娱乐选择。
这主要是因为 91% 的农村地区菲律宾人现在拥有智能手机，87% 的人可以上网，从而缩小了城乡差别。
然而，传统媒体在接触农村消费者方面仍然发挥着至关重要的作用，农村地区收听调幅广播的人数比大城市更多，这为广告商提供了一个与当地受众建立联系的强大平台。同样，亚洲电视剧在农村社区的吸引力也明显强于城市中心。
菲律宾农村人的饮食口味也与城市人不同，农村地区比城市更流行果汁粉和咖啡。
Country Lead for Nielsen Agencies and Advertisers, Philippines, Winlove Chavez, said: “Nielsen CMV’s Rural Survey data allows brands and marketers to truly understand how rural Filipinos are consuming media and what platforms they’re engaging with regularly.
它可以迅速推动市场份额和增长，扩大在农村地区的影响力，跟踪产品消费，并实现本地化激活。最新的第三季度数据来自吕宋岛北部、中部和南部、米沙鄢群岛和棉兰老岛，代表了 3840 万菲律宾人。这些洞察力对于任何希望与城市以外地区受众建立有意义联系的广告商来说都至关重要。
Nielsen Managing Director, Asia, Adrienne Wong, added: “Understanding what drives rural audiences is essential. This data gives businesses the tools and insights they need to maximise success. As rural markets become more connected, they’re becoming far more important to advertisers, making this kind of data a must-have.”
尼尔森的农村调查是菲律宾最全面的全国性农村受众和消费者研究，在农村地区进行了 2,000 次面对面访谈，提供了具有代表性的 3,840 万个样本。
About Nielsen Consumer & Media View (CMV)
Nielsen Consumer & Media View, with its extensive breadth and depth of data, lets you access consumer research that is vital to achieving strong business and marketing goals.
Nielsen Consumer & Media View is an essential tool for understanding the constantly evolving consumer landscape. With rich demographic and lifestyle data, and information on purchasing behaviours and intentions alongside extensive media habit reporting, Consumer & Media View helps you shape successful brand, advertising and marketing strategies.
Consumer & Media View provides an invaluable resource for identifying priority audiences to inform the planning, buying, or selling of advertising media, to inform business and consumer strategies, and to build a comprehensive market/category landscape view.
关于尼尔森 CMV 农村调查
Nielsen’s Consumer & Media View (CMV) Rural Survey provides a robust understanding of the attitudes, behaviours and media habits of rural audiences across the Philippines. With a representative sample of 2,000 respondents across North, Central and South Luzon, Visayas and Mindanao, covering 38.4 million people aged 10 and over, Nielsen’s CMV Rural Survey helps brands identify real opportunities for market share growth, expand presence in rural communities, track product usage, and tailor localised messaging and activations.
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丹-查普曼
dan.chapman@nielsen.com
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