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Pinoys do most online shopping during office hours, research shows


Filipino online shoppers have a very unique trait: they tend to maximize their online shopping activities during office hours, according to research from e-commerce site Lazada Philippines.

Lazada Philippines CEO Inanc Balci was a guest speaker at the Mobile Moves Business event organized by Facebook Philippines last Thursday, January 26. He details Lazada’s Filipino customer behavior: sales spike during office hours, dipping around lunch break, and then spiking again between 1pm and 6pm; after which it dips once more towards the evening.

This was just one of the many insights shared by the participants of the Facebook industry event, which aimed to bring together some of the largest brands, business leaders, and marketers to share what would be deemed as “best practices” on engaging with an increasingly-mobile consumer base in the Philippines.

Other than Lazada, other brands represented at the event were Unilever, Coins.ph, Jollibee Foods Corporation, Ford Philippines, Nestle Philippines, and Nielsen Philippines.

Digs Dimagiba, Country Director of Facebook Philippines, has observed the incredibly fast pace of mobile usage in the country, but also sees a big hindrance: “Businesses here are slow to adopt mobile strategies that reach people at every step of the fragmented commerce journey.”

“(Facebook’s) goal is to disrupt how businesses in the Philippines have traditionally reached consumers and help them unlock growth opportunities.”

During the Mobile Moves Business event, Facebook also unveiled new data showcasing how mobile usage has become part of consumer behavior:

  • 49% of store purchases worldwide are influenced by digital interactions, 57% of which are on mobile.
  • 42% of shoppers search for shopping information while in-store, impacting offline sales. 88% of millennials practice this behavior.
  • 68% of people access mobile while watching television

Dennis Perez, Head of Media for Unilever, is aware of the marketing implications and has ensured that his company’s campaigns involve the mobile experience, especially in the local context. “We want to be where Filipino consumers are spending most of their time, and that’s on mobile,” he explains. “As mobile becomes the new normal, we have ensured to always integrate Facebook and Instagram in our media mix.”

According to the fact sheet presented by Facebook during the event, it is foreseen that 75% of all mobile data will be comprised of video by 2020. As it is right now, 100,000,000 hours of video are already being watched on Facebook everyday, with the amount of videos on the platform having grown to three times  its 2015 numbers.

Facebook also cites eMarketer data on the Filipino mobile users, as mobile penetration in 2016 was at 66.9%, which is equivalent to about 68.7 million people.
Incidentally, 41.7% of these are smartphone users. In light of this, mobile advertising spending in the Philippines is projected to grow to about $64.6 million USD by the end of 2017, accounting for 7.0% of total ad spending in the Philippines.

This mobile world means more Lazada shoppers will probably not find it hard to sneak in more online shopping activities during work hours. — TJD, GMA News

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