In its latest study, "Broadband Consumer Survey: Identifying Key Broadband User Segments in the Philippines," IDC said it identified four segments of urban consumer broadband users in the country by using cluster analysis.

The segments are Laggard Users; Entertainment and Social Fanatics; Information and Community Junkies; and, Early Adopters.

Online usage by the "Laggard Users" is focused on basic Internet activities such as online search and accessing of personal emails; while the "Entertainment and Social Fanatics" go online to supplement communications within their peer systems and to further expand their social network systems.

The "Information and Community Junkies" are characterized by their regular use of online data mining, as well as search-, research- and educational- community forums. The "Early Adopters," on the other hand, are one of the first to try new services and are also heavy users of basic online services such as online search and accessing of personal emails.

Based on the results of the study, nearly half of all urban broadband consumers in the Philippines are categorized as Entertainment and Social Fanatics. They use the Internet mainly to access emails, visit online communities, blog, and make online search, according to IDC.

Catherine Foronda, market analyst for communications research at IDC Philippines, said service providers (SPs) would do well to package and position their services according to the activities and pratices of these online users.

"Essentially, this involves the continuous effort to learn about one’s customers since their needs and requirements will become more complex in time. Although it may still be some time before a shift from wireline Internet to mobile Internet becomes prevalent, other players from significant segments like hardware, software, and online content should prepare themselves for emerging opportunities," she said.

With the take-up of mobile trends, the research company said it expects mobile advertising, mobile social networking, and mobile online search to come along in the future.

IDC also said that although the Philippines has a relatively young market when it comes to residential broadband share, local broadband is expected to enjoy strong take-up in the near future.

"As broadband migration continues, IDC anticipates more profile variations to emerge from these current classifications of broadband users," it added.