Pinoys using Internet for grocery research: survey

Posted at 09/04/2012 5:31 PM | Updated as of 09/04/2012 5:31 PM
People queue to pay for groceries at a supermarket in Paranaque, Metro Manila. Photo from Reuters

MANILA, Philippines – Filipinos are going online not just to log in to Facebook and Twitter – most of them are also using the Internet to know more about the grocery items they are planning to purchase, a recent survey found.

Nielsen’s Global Survey showed that 72% of Filipino online consumers used the Internet for grocery shopping research in the past month.

Forty-seven percent of these consumers are doing it on a daily basis, compared to only 39% in the Asia Pacific region.

Filipino Internet users were also the most active in Asia Pacific to search for online deals, the survey noted. But unlike their neighbors in the region, they did not buy products over the Internet as often.

“With Internet penetration increasing exponentially in the Philippines, and the growing number of consumers who are turning to the Internet to conduct product research and ensure they are getting the best price or deal, this trend provides an apt environment to convert online researchers to make online purchases,” Stuart Jamieson, managing director of Nielsen Philippines, said in a statement.

“The Internet presents an opportunity for retailers and manufacturers to tap into a broader consumer base and increase engagement levels with consumers,” Jamieson added. “However, clear strategies to build online consumers’ trust and ultimately increase purchase conversion rates need to be ascertained.”

While they are still more inclined to buy gadgets, clothes and plane tickets online, Filipinos’ intention to buy food and beverages over the Internet is growing, according to the survey, which showed a jump to 32% from 15% in two years.

“Connected devices such as computers, mobile phones and tablets have become a way of life for many, but shoppers are digitally engaged to varying degrees depending on the products they buy,” Jamieson said.

Nielsen’s Global Survey covered over 28,000 online consumers in the Philippines and 55 other countries. It was conducted from February 10 to 17 this year.

An earlier survey by Nielsen showed that Filipino shoppers are visiting supermarkets more often, but they shop with smaller baskets.

Jamieson noted that Filipinos have become more cautious in their spending as the economy slowed down last year.

“Consumers are decreasing their basket size in order to manage their available cash, shopping only as the need arises,” he said.