According to a report on the influence of digital media on shopping habits in the region that was released today by Nielsen, Filipinos are the most active in terms of conducting product research, reading consumer reviews and searching for online deals.
Of consumers who engaged in online shopping activity, 72% of Filipinos said that they had used the Internet for grocery shopping research at least once in the past month, the report revealed. Moreover, over 47% of these respondents admitted that they do so daily, compared to the Asia-Pacific average of 39%
The report also revealed that online Filipinos were also the most active in searching the web for deals, with 61% of them admitting they did so, against 39% across the rest of the region,
However, using the Internet to research grocery products and buying online are two different things, and only 34% of Filipino respondents made a grocery purchase online in the last month, compared to 69% across the rest of Asia.
Up to the marketeers
This conversion rate is likely to go higher, but it is really up to food producers and marketeres to harness the medium, indicated Stuart Jamieson, managing director of Nielsen in the Philippines.
“With Internet penetration increasing exponentially in the Philippines, and the number of consumers turning to the Internet to conduct product research and ensure they are getting the best price or deal growing, this trend provides an apt environment to convert online researchers to make online purchases,” he said.
According to Jamieson, 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,” he added.
'Want to’ trend doubled
Nielsen’s research also revealed that the level of influence for food and grocery products is growing in the region, with the number of Filipinos intending to buy food and beverages via online sources more than doubling over just two years from 15% to 32%.
“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,” said 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 experiences,” he added.