Microsoft Brings Families Together Through Technology


Microsoft Brings Families Together Through Technology
Survey shows that 36% of Filipino families have more than 10 gadgets – the highest in the region


10 November 2011, Manila, Philippines - Microsoft Philippines today announced the beginning of its holiday campaign, showcasing an entire range of retail products that work seamlessly together, including Windows 7, Microsoft Office and Windows Phone 7. With the theme, “It’s a great time to be a family,” Microsoft is demonstrating how technology bridges the technological divide and brings families even closer together.


As the holidays draw closer, Microsoft Philippines is treating Filipinos to an early Christmas present with a consumer promotion that gives them the chance to bring their family of four (4) to Singapore or win a brand new Mitsubishi Montero sport. To join, participants must purchase a device pre-installed with Windows 7 or a Windows 7 Full Packaged Product (FPP) from any Star Partner retailer* and successfully accomplish the electronic raffle coupon by visiting (Per DTI-NCR Permit No. 8081, Series of 2011).


As part of the campaign, Microsoft conducted a survey on MSN titled, “Families and Technology 2011”, which polled more than 3,700 people in seven countries across Asia. Polling families from China, Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam, the survey aimed to capture the many ways in which families incorporate technology into their day-to-day cyber relationships. The distinct trend was that families love their personal gadgets and are enjoying communicating in new ways using technology.


Based on the findings of the survey, family time can no longer be separated from technology time and Asian families are heavily into gadgets. Results confirm that Filipino families have more than 10 gadgets, the highest in the region, and a majority of them use technology to keep in touch with family members living in other parts of the country and all over the world.


“The findings show that technology has become an intrinsic part of our daily lives. Filipinos are big believers that technology helps us to communicate better and it is obvious from the rate of adoption that everyone from young kids to grandparents is finding technology easier to use,” said Mae Moreno, Windows Client Product Manager, Microsoft Philippines.


The survey also revealed that Filipinos have strong faith in technology’s ability to help connect their families. Eighty-nine percent of Filipinos felt that that technology has had a good impact on family relationships, with 28% claiming it has had a very positive impact. During the holiday season, nearly half (46%) of the respondents said they would spend at least 15-30 minutes each day connecting with their loved ones and a further 23% claimed that they would spend even up to an hour.


When it came to improving family relationships, the survey revealed that 69% of the respondents in the Philippines are likely to teach a family member how to use the internet just so they can “stay in touch regularly”, while 42% do so to “share multimedia content with them”.


Remember to ‘I.M’ Your Parents


While the instant gratification of the telephone is still very popular (67%) across Asia, it is important to note a generational shift, with internet-based communication showing marked popularity in the 14-24 age group. In this demographic, 27% said they use technology such as email, instant messaging, social networks and video chat as their number one method of communicating with family.


Other key takeaways show that in the Philippines, social networks were the most popular with 34% of respondents choosing it as their top preference for family communications; while SMS was the preferred communication medium in China (75%) and Indonesia (41%).


“The advent of next-generation technology makes it a whole lot easier to stay in touch with my loved ones – be it through the basic SMS and calls, or instant messengers and video chats. In the Philippines, and in other parts of the globe as well, technology has definitely brought families closer than ever,” said Chay Mondejar-Saputil, Business Director, Wunderman.


Filipinos love to say ‘Cheese’


When it comes to sharing our lives with family online, the emotionally satisfying medium of photos reign supreme. Half of the respondents from around the region indicated that they are most likely to share this content, with status updates ranked second at 19%, while music and video comes in third at 17%.


Similar to the rest of the region, most Filipinos (73%) chose photos as the most often shared content with their family. Less than 10% share videos, music and movies.


No Rules for Junior


While the findings of the survey were clear in demonstrating the ubiquitous nature of technology use among Asian families, they also revealed a surprising lack of any regulation at home. Over half the respondents region-wide (53%) said their family has no rules around technology use at home.


A smaller proportion of users regulate gaming hours as well as internet usage hours with 29% and 22% of regional respondents indicating as much. 72% of Filipinos regulate use of Internet, social network and gaming hours in their homes. Over half (53%) had no rules.


“The results of poll show that the popular notion of technology being a purely negative influence on family relationships is a misconception. The increasingly globalized nature of the world economy has no doubt greatly dispersed families far and wide around the region, but Microsoft focus is on delivering technology that makes it easier for families to stay together. Tools like Windows Live Messenger, SkyDrive and Photo Gallery already make it a snap to share updates with your dear ones regularly. And with the growing improvements to video chat capabilities on Windows PCs and Windows Phone 7s, the time when we speak face-to-face on a daily basis is not far away,” concludes Moreno.



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About Microsoft

Microsoft (Nasdaq “MSFT”) is the worldwide leader in software, services and solutions that help people and businesses realize their full potential.


Microsoft Philippines, a local subsidiary of Microsoft Corporation, has been constantly bringing innovation and making its technology available to Filipino businesses and individuals since 1995. As a committed and trusted partner in nation-building, Microsoft Philippines has made it its mission to fuel growth and healthy communities, as well as transform locally-based businesses and empower them to compete in the global economy.


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For more information, press only:

Renzo Belardo (, +632 8608952)

Joy Mirasol (, +632 8913485) 


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