AT the onset of the so-called ‘ber’ months, a Facebook study found that Filipinos have also begun their shopping, although they do not actually physically go to stores to do their early Christmas buying.
What’s exciting about this study is the finding that respondents have turned to their mobile phones to do their shopping through social networks.
“Filipinos think about Christmas as early as September, and while they may not be in physical stores yet, seeing products online on Facebook or Instagram is just as powerful as window shopping—it helps make products and brands top of mind for when consumers need to start deciding on a purchase,” said John Rubio, country director for Facebook Philippines.
Per results of the “Facebook 2018 Holiday Study,” 3 out of 5 local shoppers surveyed agreed that using mobile devices for holiday shopping helps them make more informed purchase decisions. Half of them said it’s more convenient than going to a store. Meanwhile, 35 percent of respondents who are changing their buying habits during Christmas are planning to shift to mobile phone units.
Since the Philippines is among the leading countries when it comes to social-media activities, it’s expected that Filipinos discover products while browsing through these sites on their mobile devices. Ninety-four percent of the survey participants revealed that Facebook influences their holiday shopping. Not to be ignored also is Instagram, which is a “go-to” for 67 percent of those surveyed.
With the emergence of “mobile-first” shopping, those who brave traffic to shop in brick-and-mortar stores do some research on their smartphone when deciding what to buy. Of the respondents, 64 percent said they continue to browse their phones while walking the aisles of shopping centers to decide on what to purchase. Seventy-two percent said they browse their phones to compare product prices, while 66 percent read reviews and compare items with competing items.
Globally, mobile-first shoppers grew an average of 20 percent, and Filipinos are embracing this trend. Around 69 percent are millennials, while 28 percent are Gen Xers. There was an 18-percent increase in millennials in the Philippines, who go mobile-first for holiday shopping since last year.
The Facebook study also showed that Filipino buyers prefer videos that emphasize families (64 percent), give them new ideas about gifts to buy (60 percent), and are humorous in a way that celebrates the holidays.
Asked about the kinds of videos they consider useful for the holidays, 61 percent answered those that show holiday recipe; 49 percent, tips showing them how to get the most of a store/shopping visit; 48 percent, product demonstrations; and 42 percent, the kind of people who would benefit from gift items they are considering.
Given these findings, businesses stand to benefit by making sure they target consumers through their devices and content-driven campaigns, according to Facebook Philippines.
The online research commissioned in January 2018 engaged 1,504 people ages 18 and above in the Philippines. Results were compared to Facebook and Instagram data from October to December 2017.