Online consumers in the Philippines are among Asia-Pacific's most active in terms of conducting product research, reading consumer reviews and searching for online deals. This is according to a report on the influence of digital media on shopping habits released today by Nielsen.
The Nielsen report found that among consumers who engaged in eCommerce activities, over two thirds of online consumers in the Philippines (72%), indicated using the Internet for grocery shopping research in the past month, and 47 percent of those consumers did so
daily, compared to 39 percent in Asia Pacific.
Online Filipino consumers were also the most active in Asia Pacific to search online for deals; 61 percent have done this in the past month compared to 39 percent in Asia Pacific.
However, when it comes to online purchase conversion, only 34 percent have made a purchase online in the past month compared to 62 percent in Asia Pacific and 49 percent globally.
"With Internet penetration increasing exponentially in the Philippines, and the growing number of consumers who are turning to the Internet to conduct product research and ensure they are getting the best price or deal, this trend provides an apt environment to convert online
researchers to make online purchases," said Stuart Jamieson, Managing Director of Nielsen, Philippines.
"The Internet presents an opportunity for retailers and manufacturers to tap into a broader consumer base and increase engagement levels with consumers. However, clear strategies to build online consumers' trust and ultimately increase purchase conversion rates need to be ascertained."
While non-consumer packaged goods (CPG) products such as electronics, clothing and travel reported the highest penetration for digital shopping intentions, the level of influence for CPG-related products is growing. Filipino's intentions to buy food and beverages via online sources more than doubled from 15 percent to 32 percent in two years.
"Connected devices, such as computers, mobile phones and tablets have become a way of life for many, but shoppers are digitally engaged to varying degrees depending on the products they buy," added Jamieson. "Marketers need to determine which consumers are embracing digital for their grocery shopping needs so they can focus on the right shoppers with the right digital strategies to improve consumers' online experience."
Over half (52%) of Filipino respondents said they planned to purchase a computer, game or software via a connected device in the next three to six months (up from 19 percent two years ago), compared to 35 percent in Asia Pacific, and 46 percent indicated they would purchase a mobile phone online, compared to 33 percent in the region, making technology categories the key driver of online purchase intention for Filipinos within the next three to six months.
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