The –ick factor in mobile advertising: Filipino behaviors and preferences

The first mobile Filipino emerged in 1991, when cellular mobile phone services were launched. Since then, mobile Filipinos earned for the country several titles, namely the world’s “text/SMS capital,” “social networking capital,” and most recently the “selfie capital.”

Mobile phones have overtaken the population. By end 2015, smartphones are expected to grow by 40%, outnumbering feature phones.Today, the smartphone is probably the most accessible, but least maximized platform in advertising. Through Epinion’s 27,076 robust online panel of netizens, Omnicom Media Group (OMG) discovered uniquely Filipino –ick factors in mobile advertising.

Says OMG CEO Mary Buenaventura, “Our goal was to identify behaviors or ‘ick’ factors, whether positive or negative, that Filipinos have toward mobile, and align them with corresponding behaviors and preferences that advertisers can leverage to engage the mobile Filipino. The results were an eye opener – Filipinos are not only dependent on mobile, the rise of smartphones will make us even more so.”

What makes Filipinos stick around: Mobile as a Channel

Smartphones are becoming the most accessible and convenient gateway to the web. Where once the Internet café dominated, now 3 out of 10 Filipinos rely solely on smartphones as their first and only source of web access. Mobile Filipinos are obviously fixated, with strong emotional and functional dependence on mobile.90% feel uneasy without their mobile phones while 40% cannot last an hour without them.4 out of of 5 mobile Filipinos use their mobile to check updates on what’s happening around them, while 7 out of 10 use it to ease boredom.

What makes Filipinos click: Mobile advertising in Context

77% of mobile Filipinos claim they have clicked on a mobile ad even with the proliferation of complex scams.Security being a major concern for Filipinos on mobile prompted some to click an ad on platforms in which they have “virtual ownership” via a secured personal account such as emails and social media. It is crucial for brands to engage them without interrupting their daily activities.If necessary, this interruption must be sugar coated with enticements because 82% of Filipinos are attracted to promos, while 70% admit to being lured by incentives.Marketers have every reason to engage because 84% who are exposed to advertising are likely to further explore and search for brands.On top of this, 30% will be sharing their experiences.

What makes Filipinos tick: Mobile Content that engages

Give them a platform to voice an opinion, reward them for sharing their thoughts – that’s what makes the mobile Filipino tick. By age, millennials are glued to the screen because of music and social while Gen Xers use mobile to keep abreast of investments and information. The gender divide is also quite strong, with males consuming information on cars, gadgets, sports, and fitness, and females browsing through beauty and makeup, home care, health and nutrition, and food.

What do Filipinos pick: Mobile Connects platforms

For Filipinos, mobile is only one of many screens that engage their attention.A full 25% of mobile Filipinos check their mobile every 30 minutes, manning it for notifications in the form of likes, favorites, and comments. But half will watch TV simultaneously, splitting their attention between two screens. Of these multitaskers, 72% responded to interesting or new brands and products, 63% to promos and sales, 48% to funny ads, and 45% to unique product claims. Surprisingly, only 16% of dual-screen users responded to celebrity endorsers.

Concludes Buenaventura, “The key takeaway for the mobile Filipino is that they have multiple –ick factors and corresponding preferences that have evolved with increased access to features and to the Internet on mobile. For mobile advertisers, it is critical to match mobile as channel with content that engages, connects platforms, and appears within the context of the Filipino lifestyle.”