Gen Z now makes up 38% of the country’s total population, according to the latest census of the Philippine Statistics Authority.

A recent study has revealed useful and interesting insights regarding Filipino Gen Z consumers. Filipino Gen Zers are defined as those who were born from 1997 to 2012. Specifically, the study provides insights into how Filipino Gen Zs discover and learn more about products, particularly in the online space. The study shows that urban Filipino Gen Zers average around six purchases a month. They make one minimum purchase monthly, while the maximum monthly purchase they make is 10. 

But how do Filipino Gen Zers end up discovering and learning more about new products? 

Discovering Products 

The study, conducted by Filipino-focused sociocultural research firm The Fourth Wall, and communications firm Uniquecorn Strategies, shows that most Filipino Gen Zers still rely on word of mouth as a way of discovering new products. Of the 400 survey respondents, 60% said that they discover new products thanks to family members, friends, and salespeople. 

Beyond word of mouth, Filipino Gen Zers rely on mass media and social media to discover new products. Here are the following platforms through which they make their discoveries:

These numbers are not surprising, especially when it is taken into consideration that there are a total of 86.75 million social media users in the Philippines as of January 2024. All these social media users, according to DataReportal, have Facebook accounts. 

While only 53% of respondents said that they make new product discoveries on TikTok, 25% of respondents said that the app is their preferred way of seeing content about products online. Facebook posts (22%) and Instagram posts (9%) come in second and third in terms of preference. 

These days, influencers are found in every corner of social media, and 35% of the surveyed Filipino Gen Zers said that they discover a product through an influencer’s recommendation or review daily. 45% said that they make a product discovery through influencers at least once a week. 19%, on the other hand, said that they make discoveries through influencers at least once a month. 

Learning More About Products 

After discovering a product, 81% of Filipino Gen Zers end up researching it to satisfy their curiosity. Only 11% are immediately interested in making a purchase. 

Among those who would rather research first before buying, 65% rely on Google to learn more about the product. 62% rely on reviews found on e-commerce platforms, such as Shopee and Lazada. Almost half, or 48%, also make it a point to read the product descriptions available on these e-commerce platforms. 

In the process of learning more about a product, it is a common experience to find other options and end up comparing them. For Filipino Gen Zers, 52% of them look for the product with the best reviews. Gen Zers ultimately purchase products with high ratings and excellent reviews based on quality, price, and reliability. 

Key Takeaways 

Given their share of the population as well as their willingness to make purchases monthly, Gen Z is a viable market for businesses and entrepreneurs. Businesses that are keen to catch the attention of Gen Zers should leverage social media and e-commerce, particularly Facebook, TikTok, Shopee, and Lazada, in order for their products to be discovered. 

The study likewise shows that word of mouth as well as mass media are still effective ways in order for products to enter the radar of Filipino Gen Z. This should not be ignored by businesses as it can widen their reach in the market. 

Businesses should, however, take note that it is not enough for products to be visible and easily researchable. At the end of the day, products should be of high quality and have value for money. These are essential in order for Gen Zers to ultimately purchase a product and for companies to make sales.