Filipino consumers make an average of six to seven searches online while considering two to three brands before making a purchase. This is one of the key findings in the Path to Purchase report recently released by Google and Kantar TNS. Filipino shoppers research online for everything from baby care products to groceries, and also when making big decisions like applying for credit cards or loans.
The study said about 49% of the pre-purchase searches for baby care are about prices while 48% are about user reviews. Among grocery shoppers, 46% seek reviews while 45% compare prices.
Consumers applying for credit cards or loans do seven searches on average. Based on the findings, 49% of the searches are for the provider’s website, 48% are about promotions and rewards, and 48% are on the card’s availability and features.
Filipino consumers rely on their smartphones to do research anytime, wherever they are. Though desktop remains the most used device for online research, consumers research on their smartphones while performing other tasks. More than 50 % of grocery shoppers and baby care product buyers did smartphone searches while watching television. Sixty-one percent of consumers applying for credit cards or loans used smartphones while waiting.
Though consumers tend to pick the product they intended to use, brands still have the opportunity to be discovered in online searches. Every search gives brands the opportunity to engage consumers and influence their choice. Four in 10 brand discoveries by baby care product buyers come from online sources and over a quarter of discoveries by grocery shoppers result from online research. Those applying for credit cards or personal loans make half of their discoveries from online sources.
Aside from guiding consumer choices, search also helps consumers act. Twenty-three percent of grocery buyers looked in-store for a brand after a search, while 36% of baby care product buyers compared choices and looked in stores for a brand. Thirty-seven percent of consumers applying for credit cards or loans compared choices and researched on providers after a search.
Why videos matter
The report added that consumers perceive brands more positively after viewing online videos, particularly brand content. Among the different sources of online video, YouTube is the most widely used. Consumers, however, also watch videos posted on social media. The study also revealed that consumers used a search engine to look up the brand or product after watching their videos.
Despite the popularity of smartphones and online research, 90% of grocery shoppers and baby care product buyers still prefer to shop offline. This is because of the need to physically interact with the products. Seventy-three percent of consumers applying for credit cards or loans sign up offline because they think this method is more reliable and comfortable.
Google Philippines marketing head Gabby Roxas said, “This study proves that Filipinos are now more aware of the power of search as they actively look up resources online to help them make purchasing decisions. We hope that brands will use the insights in the study to create more meaningful connections with their consumers in their online purchase journey.”