{
  "docId": "019dd923-5ca1-7489-b635-bddd0638a82c",
  "docSlug": "dd4f58a21c5fc1e5",
  "documentTitle": "e-Conomy SEA 2023 report: Philippines",
  "authorId": "Bain",
  "authorName": "Google",
  "documentKindSlug": "consulting-deck",
  "documentKindLabel": "Consulting deck",
  "sourceTypeSlug": "strategy_consulting",
  "sourceTypeLabel": "Strategy consulting",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.777,
  "pageNumber": 6,
  "pageCount": 14,
  "prevPage": 5,
  "nextPage": 7,
  "slideType": "data_table",
  "function": "analyze_data",
  "density": "dense",
  "nDataPoints": 24,
  "notes": "Data source: Google-commissioned Kantar e-Conomy SEA consumer survey 2023.",
  "elementsJson": [
    "headline_text",
    "bar_chart_grouped",
    "bar_chart_horizontal",
    "footnote"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5ca1-7489-b635-bddd0638a82c/6",
  "deckHref": "/decks/019dd923-5ca1-7489-b635-bddd0638a82c",
  "deckJsonHref": "/decks/019dd923-5ca1-7489-b635-bddd0638a82c.json",
  "deckAnchorHref": "/decks/019dd923-5ca1-7489-b635-bddd0638a82c#slide-6",
  "components": [
    {
      "bbox": null,
      "kind": "callout",
      "text": "HVUs spend 6.3X vs non-HVUs; transport is a key differentiator",
      "attrs": null,
      "subkind": null,
      "toolName": "Visual emphasis",
      "toolSlug": "visual-emphasis",
      "confidence": null,
      "componentId": "019dd951-ba87-7184-bba9-f40b4686c236",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.2,
        "w": 0.25,
        "x": 0.04,
        "y": 0.55
      },
      "kind": "chart",
      "text": "HVU composition by geography",
      "attrs": null,
      "subkind": "bar-grouped",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "09db48d1-66af-4407-a631-e4ec707783e4",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.5,
        "w": 0.25,
        "x": 0.68,
        "y": 0.25
      },
      "kind": "chart",
      "text": "Change in spend (past 12 months vs next 12 months)",
      "attrs": null,
      "subkind": "bar-grouped",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "36fe6e13-e355-4dfa-a9a0-1ceaacbb8491",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.2,
        "w": 0.25,
        "x": 0.04,
        "y": 0.25
      },
      "kind": "chart",
      "text": "HVU composition by demographic",
      "attrs": null,
      "subkind": "bar-grouped",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "b56b5509-f318-4c96-a3bd-d640969747fe",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.5,
        "w": 0.25,
        "x": 0.35,
        "y": 0.25
      },
      "kind": "chart",
      "text": "HVU vs non-HVU online spend by vertical",
      "attrs": null,
      "subkind": "bar-horizontal",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "bd1000b2-b751-4c2d-8354-a32929f8db3c",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.1,
        "w": 0.7,
        "x": 0.04,
        "y": 0.82
      },
      "kind": "disclaimer",
      "text": "Notes: HVU = high value users. (1) Average composition across SEA; (2) Affluent = High income; Metro mainstream = Age 30 and above & medium income; Young digital natives = Age 18-29 & medium income; On budget = low income; (3) Excludes digital financial services (DFS). (4) Based on aggregate HVU user spend / aggregate non-HVU user spend, across all 7 categories.",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "0cd48459-e6f2-4391-b143-d9fe9dee4e4e",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "Spending multiplier: 6.3X",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd951-ba87-7184-bba9-f9b6cfc8eed4",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.7,
        "x": 0.04,
        "y": 0.12
      },
      "kind": "title",
      "text": "HVUs spend 6.3X vs non-HVUs; transport is a key differentiator",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "3c76e52d-b317-4781-b754-c91f6876e6cc",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [
    {
      "metricRaw": "Spending multiplier",
      "numberRaw": "6.3X",
      "numberKind": "multiplier",
      "actionTitle": "HVUs spend 6.3X vs non-HVUs; transport is a key differentiator",
      "calloutText": "HVUs spend 6.3X vs non-HVUs; transport is a key differentiator",
      "numberScale": null,
      "numberValue": 6.3,
      "metricFamily": "cost_savings",
      "numberCurrency": null
    }
  ],
  "tools": [
    {
      "name": "Contrast Pairs",
      "slug": "contrast-pairs",
      "agent": "Storyteller",
      "layer": "loop",
      "matchId": "019dd95a-187e-714f-9b8c-ad97114baf1e",
      "evidence": "HVU vs non-HVU light/dark blue pairing throughout",
      "confidence": 80
    },
    {
      "name": "Action Titles",
      "slug": "action-titles",
      "agent": "Architect",
      "layer": "slide",
      "matchId": "019dd95a-1804-770a-b24f-3f70038e52fe",
      "evidence": "Title quantifies the insight: 'HVUs spend 6.3X vs non-HVUs; transport is a key differentiator'",
      "confidence": 95
    },
    {
      "name": "Annotation",
      "slug": "annotation",
      "agent": "Designer",
      "layer": "slide",
      "matchId": "019dd95a-1804-770a-b24f-5088deb026a5",
      "evidence": "Multiplier values labelled at end of every horizontal bar",
      "confidence": 85
    },
    {
      "name": "Concrete Language",
      "slug": "concrete-language",
      "agent": "Storyteller",
      "layer": "slide",
      "matchId": "019dd95a-1804-770a-b24f-44ddbcbef521",
      "evidence": "Specific multiplier '6.3X' and named verticals (Transport 21.8X)",
      "confidence": 90
    },
    {
      "name": "Small Multiples",
      "slug": "small-multiples",
      "agent": "Designer",
      "layer": "slide",
      "matchId": "019dd95a-1804-770a-b24f-4cfbd1e681c1",
      "evidence": "Three panels: composition by demographic/geo, vertical spend, change in spend",
      "confidence": 80
    },
    {
      "name": "So What? Test",
      "slug": "so-what-test",
      "agent": "Architect",
      "layer": "slide",
      "matchId": "019dd95a-1804-770a-b24f-41696bc35871",
      "evidence": "Title is the so-what — quantified differentiator named",
      "confidence": 95
    },
    {
      "name": "Von Restorff Effect",
      "slug": "von-restorff-effect",
      "agent": "Designer",
      "layer": "slide",
      "matchId": "019dd95a-1804-770a-b24f-4a18dabe80c5",
      "evidence": "'6.3X weighted average' rendered larger and bolder than other figures",
      "confidence": 85
    }
  ],
  "frameworks": [],
  "arcBeats": [
    {
      "to": 6,
      "from": 6,
      "beatId": "019dd95a-07a6-74c7-9026-d30aedb408e1",
      "arcName": "The Onion",
      "arcSlug": "onion",
      "beatName": "Core Insight",
      "beatSlug": "onion-core-insight",
      "evidence": "HVUs spend 6.3X vs non-HVUs — the central segment-level finding",
      "position": 4,
      "confidence": 60,
      "parentBeatName": "Turn",
      "parentBeatSlug": "turn"
    }
  ],
  "loops": [
    {
      "to": 7,
      "from": 6,
      "name": "So What Cascade",
      "slug": "41-so-what-cascade",
      "bestFor": "Data presentations, executive summaries, driving to recommendations",
      "matchId": "019dd95a-08f7-737a-a001-e25a3008d60b",
      "evidence": "p6 quantified HVU concentration insight (6.3X) followed by p7 funding-dynamics consequence",
      "position": 2,
      "objective": "Drive from segment data to investor-readable implication",
      "structure": "The Data -> So What? (Insight 1) -> So What? (Insight 2) -> So What? (The Action)",
      "confidence": 55,
      "description": "Chain insights together, each answering 'so what?' until you reach the actionable conclusion"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}