Filipinos among most active online bargain seekers in Asia – Nielsen

MANILA, Philippines – Filipino Internet users are among Asia Pacific’s most active in terms of conducting product research, reading consumer reviews and searching for online deals, the latest eShoppers survey released by Nielsen Philippines showed.

In a statement issued Tuesday, September 4, Nielsen said around 61% of Filipino online shoppers were actively in search of deals in the past month. This was significantly higher than the average in the Asia Pacific region which was pegged at 39%.  

Further, Nielsen said that over two-thirds or 72% of online consumers in the Philippines said they used the Internet for grocery shopping research in the past month. Almost half or 47% of these consumers did so on a daily basis. This was higher than the 39% average in the Asia Pacific region.

“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,” Jamieson said.

Buying intentions

Non-consumer packaged goods (CPG)–such as electronics, clothing and travel–reported the highest penetration for digital shopping intentions.

Over half or 52% of Filipino respondents said they planned to purchase a computer and game software via a connected device in the next 3 to 6 months. This was higher than the 19% recorded two years ago and the 35% average in the Asia Pacific region.

Data also showed that 46% of online consumers said they intend to buy a mobile phone online, compared to 33% in the region. Nielsen said this has made technology categories the key driver of online purchase intention for Filipinos in the next 3 to 6 months.

However, Nielsen said the level of influence for CPG related products is also growing. Data showed that Filipinos’ intentions to buy food and beverages online more than doubled to 32% from only 15% recorded two years ago.

“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,” 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,” he added.

Online purchases

Despite the exponential rise in Internet use in the Philippines, only 34% of Internet users made actual purchases online in the past month, Nielsen said.

This was significantly lower than the 62% that Nielsen recorded in the Asia Pacific region and the 49% recorded globally.

“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,” Nielsen Philippines Managing Director Stuart Jamieson said. – Rappler.com