Filipino Gen Z consumers prioritize self-reward when shopping online, according to a new study by The Fourth Wall and Uniquecorn Strategies.
The survey found nearly three-quarters (73%) of Filipino Gen Z consumers in urban areas shop online because they believe they deserve it. This shopping behavior is driven by a desire for happiness (62%), fear of missing out on trends (FOMO) (58%), and the need to unwind after work or school stress (71%).
As for money, half (50%) of Filipino Gen Z’s finances come from parental allowances, the other half comes from work, businesses, or side hustles. This financially independent generation makes an average of six online purchases per month.
Furthermore, the survey suggests Filipino Gen Zs are smart consumers. They prioritize quality (81%) and competitive pricing (10%) when making purchases. While brand loyalty exists, Filipinos in this age group are open to trying new options if they offer better value.
The study highlights the importance of trust for Filipino Gen Z shoppers. While many (81%) are initially influenced by word-of-mouth recommendations (60%), a significant portion (81%) actively research customer reviews on shopping platforms and Google before committing to a purchase. Social media commerce ads (59%) also play a role in their discovery process.
Unsurprisingly, Gen Zs prefer the convenience of online shopping. Nearly all respondents (92%) use their phones for purchases, favoring cashless payment methods (53%).
There are an estimated 41 million Gen Zs in the Philippines, representing 38% of the country’s total population (PSA 2020 data). Filipino Gen Z is a powerful consumer segment with distinct shopping habits and preferences. Understanding their motivations and behavior will be key for businesses looking to engage this generation.
To access the Urban Filipino Gen Zs as Consumers – A Behavioral Overview, visit www.uniquecornpr.com.
