Increased holiday shopping budgets for online purchases seen among Filipinos
Filipinos have increased their budgets for holiday shopping in online channels given the convenience, exclusive discounts, and range of offerings, according to marketing technology provider InMobi.
The InMobi 2023 Holiday Retail Guide for Advertisers showed that 57% of local holiday shoppers have increased their budgets for online shopping, yet it noted 43% have less than P10,000 in budget.
It added that 35% have a budget of P10,000 to P25,000, 13% can spend P25,000 to P50,000, and 5% eye running through over P50,000.
“They pick mobile for its convenience and physical stores for tangible product experiences and assurances,” InMobi said on holiday deal sources.
On one hand, respondents preferred shopping on mobile due to the convenience of ordering (72%), app-only discounts (60%), and ranges (47%), InMobi noted.
These included purchases in clothing and accessories, health and beauty, hobbies, and gadgets, it added.
On the other hand, in-store shoppers cited getting to see or try the product (96%), lesser chances of buying the wrong product (82%), and in-store offers (60%) as their top reasons, InMobi said.
It mentioned home appliances and improvement, gadgets, gift packs, and holiday-focused groceries as top in-store purchases.
InMobi noted peak shopping activities in double-digit festivals, such as 11.11 and 12.12, as opportunities for shoppers to explore and purchase, which brands must take advantage of.
“It starts with being present with those who have already started exploring,” it said on tips for brands. “With mobile emerging as the top shopping channel, it is important to create experiences that engage the holiday shopper at every touchpoint.”
InMobi suggested online retailers leverage technology, such as interactive camera filters and personalized mobile-first experiences, to engage with shoppers.
“Understand them and decode their online and offline behavior,” it said. “Evoke engagement throughout their shopping journey by being on the destinations they love.”
“Drive delight with innovative and engaging mobile experiences that inspire action.”
Additionally, the report showed that 55% of Filipino shoppers are category explorers, 38% are brand lovers, and 7% are bargain hunters.
“More men exhibit love for brands, while more women are hunting for the right deals,” it said on holiday shopper personas in the Philippines.
The InMobi 2023 Holiday Retail Guide for Advertisers sampled 1,000 mobile users across the Philippines, Indonesia, and Singapore between Sept. 12 and 18. — Miguel Hanz L. Antivola
