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Google & Ipsos Research: How does mobile affect buying behavior of Filipino shoppers?

By Ashley Lucas - 2 Nov 2016

Google & Ipsos Research: How does mobile affect buying behavior of Filipino shoppers?

We, Filipinos, love to shop. Look around, and you'll see all the physical stores scattered around the neighborhood. And, if that's isn't enough, we also go online to look for products we might purchase. Whatever the occasion, there seems to be always some last minute shopping to do. Now that Christmas is fast approaching, we need to have all the right tools to make that right shopping decision.

Here's when our smartphones come into play. Google reported that six out of ten Filipinos or 61 percent of the population own smartphones. With this data on the table, Google introduced micro-moments, which is a new consumer behavior where people turn to their smartphones to learn, discover, or buy something.

Google, with the help of market research company, Ipsos, conducted a research that gives a fascinating snapshot how mobile has affected the buying behavior of Filipinos. The research also gave birth to a new kind of consumer that brands need to meet online – the mobile-powered "supershopper."

How do we know if a consumer is a supershopper? According to the new research, here's how to determine them:

1. Supershoppers are super fast and super informed

The research shows that supershoppers quickly decide what they want to buy. Out of the 1,000 respondents, 94 percent of smartphone owners says that online research has contributed to making their purchase decisions more quickly than they did a few years ago.

2. They keep their options open

While we may have a favorite brand, we also want to have more options. The new study tells that when supershoppers start their research, they are not absolutely sure which brand they are going to buy, and 82 percent of Filipino shoppers agree with this statement in the Philippines.

According to Google and Ipsos, mobile makes it easy to explore all of your options no matter when or where you're shopping. In fact, after researching online, 72 percent of mobile shoppers in the Philippines (compared to only 33 percent in the U.S.) purchased a brand they would otherwise not have considered if they haven't discovered them while researching online.

3. Mobile is their muse

Ditching the traditional way of shopping, where we would thumb through catalogues or stare longingly at the Christmas window displays, we go mobile, which is considered to be the supershopper's go-to source for inspiration. It is said that 51% of smartphone shoppers in the Philippines turn to mobile for ideas about what to buy before heading to the store.

4. Mobile is their door to the store

Although more and more people are willing to buy on mobile, according to the research, mobile is still used predominantly as a door to the store. Mobile allows consumers to take valuable actions like looking up directions and placing phone calls to a business they'd like to patronize, and this is especially true in the Philippines, where 78 percent of smartphone users have used a store locator.

The research also shows that mobile doesn't only bring customers to the store. It also guides their experience right up through the checkout queue. A whopping 80% of them continue to consult their phones when in stores.

Gabby Roxas, Google Philippines' Head of Marketing, said that Filipinos are now quickly moving to mobile so brands need to make sure they are present on mobile, too.

Either you're a mobile-powered supershopper or a brand that's now going mobile, now is the perfect time to engage. Embrace the Christmas spirit and load yourself with a chock-full of surprising strategies to make your holiday shopping a breeze.