Filipino Gen Z Consumers Embrace Self-Rewarding Shopping Habits
A recent study reveals that Filipino Generation Z (Gen Z) consumers are increasingly engaging in self-rewarding shopping behaviors, primarily driven by the desire for personal happiness and the need to alleviate stress from work or studies. This demographic, comprising approximately 41 million individuals or 38% of the Philippine population, demonstrates a significant influence on the country's consumer market.
The study indicates that about 75% of urban Filipino Gen Z individuals shop online as a form of self-reward. Their purchasing decisions are motivated by a fear of missing out on current trends and a desire to compensate themselves for overcoming daily challenges. Financially, half of their income is sourced from parental allowances, while the remaining half comes from full-time employment, personal businesses, or side jobs.
On average, these young consumers make six online purchases per month, with a range spanning from one to ten transactions. Quality is a significant factor in their buying decisions, with 81% prioritizing product excellence over price competitiveness. While they show loyalty to brands that consistently offer high-quality and affordable products, they remain open to exploring alternatives, even if they have an emotional attachment to their current choices.
Trust and personal connections play crucial roles in their purchasing behavior. Before making a purchase, 81% of respondents seek customer reviews on shopping platforms and search engines. Word-of-mouth recommendations are influential, with 60% discovering products through friends and family, and 59% through social commerce advertisements. They place significant trust in endorsements from friends, family, and influencers who provide honest and objective reviews.
Given their upbringing in the digital age, Gen Z consumers prefer the convenience of online shopping. A vast majority (92%) utilize mobile phones for their purchases and favor cashless payment methods, with 53% opting for digital transactions.
The study suggests that brands aiming to capture this market should focus on building trust, creating personal connections, and developing relatable brand images. Strategies such as advertising on credible emerging media platforms like podcasts, offering personalized shopping experiences, and aligning with influencers' content can enhance engagement with Filipino Gen Z consumers.
In summary, Filipino Gen Z consumers are reshaping the retail landscape with their self-rewarding shopping habits, driven by a blend of digital savviness, quality consciousness, and a desire for authentic connections with brands.
Market Philippines - News Service
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