A study about millennials and their online search habits has been recently done by Google Philippines.
The data reflected that Filipinos within the age of 20-30 go online to catch up on social networks, do researches for information, watch videos, and shop.
According to Google Philippines, the top three categories Filipino millennials search for are finance, vehicles, and real estates.
For the second quarter of 2017, the Finance category, which covers loans and credit cards, had a search increase growth of 24%. 17% search growth for vehicles and 16% for real estates. Some of the popular categories are home & garden, baby, parenting & family, job, and careers.
Google data also revealed half of most millennials barely watch TV or movies at home. Millennials are not just digital, they are mobile, too. Mobile devices and smartphones are becoming ever more important to them.
Data from Global Web Index shows that an estimated 47% of Filipino millennials are not relying on televisions (TV). They are now dependent on other platforms for entertainment. YouTube is their destination for entertainment. Most of them find Youtube contents more relevant and interesting than TV content.
In addition, millennials now go for larger and more daring travel bucket lists; having goals of creating exceptional experiences. There is a 19% search growth for travel & tourism in the 2nd quarter of 2017 with 52% of travel searches coming from mobile.
For experience-related categories, among the most searched are arts and entertainment, hobbies and leisure, and family and community. A 25% growth for searches on fast food and restaurants was also noted.
In a report by ABS-CBN, Geia Lopez, Google Philippines Industry Analyst, said brands should reconsider on taking the role of enablers to provide millennials access to: adulthood, experiences and creativity.
“The choices and possibilities that millennials face are infinite. The challenge for brands is to make these three things accessible to millennials and make them feel confident and secure in the decision they make to realize their objectives,” Lopez said.
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