Filipinos might be among the most
active netizens on social media, but when it comes to shopping it seems
tradition remains a hard habit to break.
According to the latest Readers Digest Trusted Brand Survey
2013 (RDTB Survey), only 17% of the Filipino respondents have significantly
changed their shopping habits despite the rising number of online stores in the
last two years.
The RDTB survey, carried out for the 15th consecutive year,
reached out to 7,000 respondents across seven markets across Asia including
India, Thailand, Malaysia, Singapore, Hong Kong, Taiwan and the Philippines.
Among the Asian countries, Filipinos are the most likely to
share both their positive (8%) and negative (7%) brand experiences on social
media accounts (e.g. Facebook, Twitter, forums).
In comparison, only 5% of all the Asian respondents will
often share their brand experiences online – only 4% of respondents will share
positive experiences and only 3% will expose negative ones.
Surprisingly, however, despite the Filipinos keen
participation in online discussions, the survey revealed that only 7% of
respondents are very likely to trust comments regarding brands or products that
they observe on social media platforms.
Although online shopping has not had much influence on
shoppers’ habits in the Philippines,
the impact of online shopping on Asian shoppers is even less. According to the
RDTB survey, only 13% of Asian respondents have seen significant changes in
their shopping habits owing to online options.
Products and Services
with Online Shopping Appeal
Out of all the consumer product and services categories (all
broadly classified under five main sectors – Travel Services, Clothing and
Other Apparel, Books and Media, Entertainment Services, Vouchers and Online
Coupons surveyed), online travel services appear to be the most popular with
the respondents in the Philippines, Singapore and Malaysia, while those
surveyed in Taiwan, Hong Kong, India and Thailand ranked clothing and apparel
purchases as their top online shopping option.
Among Filipino respondents, Travel Services accounted for
33% of the total purchases online followed by consumer electronics at 20% and vouchers
and online coupons at 17%. Clothing and other apparels and books and media
online both account for 15%.
RDTB Award Winners
and Their Online Business Strategies
The RDTB survey covered 42 product and services categories.
68% of all respondents in the survey agreed that the results of this survey
will help them in their purchasing decisions.
The Reader’s Digest Trusted Brand 2013 winners come from
diverse industries such as food and beverage, personal products, finance, motoring
related, consumer electronics, health and personal care, household products,
retail, education, transport, travel and telecommunications. They were chosen
based on the six attributes of trustworthiness and credibility, quality, value,
understanding of customer needs, innovation, and corporate social
responsibility.
Out of the 91 winners 45 are local brands including household
names such as Jollibee,PLDT, Magnolia Chicken, Monterey,
DMCI Homes, BPI, Century Tuna, Argentina,
Camella Homes, St. Lukes Medical Center, Condura, Banco De Oro and SM.
The Reader’s Digest survey has revealed other findings
including the following:
1. Few Filipino respondents trust online comments regarding
brands and products. Only 7% of the respondents in the Philippines compared
to the Asian average of 8% will very likely trust comments regarding brands or
products which they observe on social media platforms. Taiwan scored 1
per cent in this respect – the lowest.
2. But the Philippines
ranked first among the seven countries who would share both their positive and
negative brand experiences on social media.
The winners received their Reader’s Digest Trusted Brand
2013 awards on May 23, 2013 at the Edsa Shangri-La
Hotel.
Now on its 15th consecutive year, The Reader’s Digest Trusted
Brands survey, is one of the most representative and transparent consumer
surveys in Asia with trusted brand results
brought about solely by consumers’ unsolicited brand recall and attribute
scoring.
In the survey, 7,000 respondents were interviewed in Asia
with 1,000 of them from the Philippines.
Conducted by Ipsos, the world’s third largest market research company, the
survey provides valuable insight into the decision making processes of
consumers while at the same time seeks to give due recognition to outstanding
market performers.
About Reader’s Digest
The Reader’s Digest Association, Inc. is a global
multi-brand media and marketing company that educates, entertains and connects
audiences around the world. The company, which celebrates its 91st Anniversary
this year, uses its marketing, editorial and content-delivery skills to serve
communities of customers. With offices in 38 countries, it markets books,
magazines, music, video and educational products to a customer database of more
than 140 million in 75 countries. It publishes 75 magazines, including 49
editions of Reader’s Digest – the world’s largest-circulating magazine,
operates 62 branded websites generating, and sells approximately 30 million
books, music and video products across the world each year. It is headquartered
in New York, USA. Reader's Digest Asia's website
is www.rdasia.com.
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