Study: Filipino consumers turn to Google, YouTube over social media for purchases

In the vibrant and fast-evolving digital landscape of the Philippines, one factor remains central to a consumer's decision-making: "tiwala" (trust). A recent study conducted by research firm Ipsos reveals that Filipinos trust Google and YouTube more than any other major social media platforms when it comes to navigating their path to purchase. The findings suggest this trust stems from the platforms' consistency, reliability, and substance — a digital space that supports rather than distracts.

While social platforms may dominate in engagement, Filipinos lean on Google and YouTube when it's time to make informed decisions, the study said. These platforms are present across 75% of consumer journeys where users reported discovering a new brand, product, or retailer.

This visibility across key online behaviours — searching, streaming, scrolling, and shopping — positions Google and YouTube as indispensable digital touchpoints.

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Google's tools are also helping brands shift users from passive discovery into actionable steps, the study added. The results can be tangible — and measurable.

Take UnionBank, for instance. One of the Philippines' top financial institutions, it used Google Search to tap into moments when users were actively seeking financial advice or solutions. By identifying high-intent queries and using a tailored ad strategy, the bank nearly doubled its credit card approvals and saw a 90% higher approval rate than past efforts. Moreover, Google AI helped the team handle the surge in applications while keeping acquisition costs within targets.

Meanwhile, beverage brand CoCo Tea harnessed the storytelling power of YouTube. A comedic campaign starring broadcaster Ces Drilon won over the local audience and picked up the 2024 YouTube Works Awards Best of Country. The campaign drew over 25 million views and contributed to a 50% surge in sales — clear proof of what can happen when creative content meets consumer trust.

These examples underscore the business case for tapping into platforms Filipinos already trust. It's not just about exposure — it's about resonance, the study showed. By offering value-driven content and appearing during meaningful moments of discovery and decision-making, brands can build deeper relationships with their audiences.

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