Despite being active in the social networking community, Filipinos retain “traditional” shopping habits,” according to recent Reader’s Digest survey.
The Reader’s Digest Trusted Brands 2013 Survey, which polled 7,000 respondents in seven Southeast Asian countries, showed that only 17 percent of the 1,000 Filipino respondents changed their shopping habits, despite the “rising number of online stores in the last two
Only 7 percent of Filipinos “trust online comments regarding brands or products,” the survey said.
It also found that less than 10 percent of Filipinos share brand experiences online, despite being avid participants in social media discussions.
If ever Filipinos do shop online, they will most likely avail themselves of “travel services” which at 33 percent tops the categories of online products Filipinos buy.
After travel services, consumer electronics is the second biggest category at 20 percent, and vouchers and online coupons ranked third at 17 percent.
Clothing and other apparels and books and media online both received 15 percent preference from online Filipino shoppers.
Reader’s Digest also awarded a total of 91 brands in the country as Trusted Brands of 2013.
Among the 91 brands, 45 are local household names. They include Jollibee, PLDT, Magnolia Chicken, Monterey, DMCI Homes, BPI, Century Tuna, Argentina, Camella Homes, St. Luke’s Medical Center, Condura, Banco de Oro and SM.
Like many Asians, Filipinos distrust online comments and reviews with regard to brands and shopping online.
Only 13 percent of all the Asian respondents changed their shopping habits significantly due to online options, while only 5 percent would often share their brand experiences online.
Southeast Asian countries included in the survey were India, Thailand, Malaysia, Singapore, Hong Kong, Taiwan and the Philippines.
The survey aims to provide “valuable insight into the decision making processes of consumers while at the same time seeks to give due recognition to outstanding market performers,” Reader’s Digest said.
KRISTYN NIKA M. LAZO