Latest Twitter research shows 95% of Twitter users in the Philippines love Christmas
PHILIPPINES – Twitter is #WhatsHappening, and the Holiday season is no exception. Only on Twitter can people experience the live content and conversation that happens, allowing brands to engage with consumers in a unique way. As the yuletide season reels in, many Filipinos are looking to other sources of their gifts, particularly those that would lessen the need to brave traffic to visit jam-packed malls. Twitter users in particular, are turning to social sellers for the best deals online in their quest to buy the perfect holiday gifts. And when it comes to Christmas conversation, half of the Christmas mention in South-East Asia mainly came from Philippines.
The latest findings from Research Now show that one in two Filipinos are discovering new products and brands on Twitter as they shop for gifts for the holiday season. The report looks into Twitter conversations that unveil the Christmas shopping behaviors of Filipino users. Here are what marketers need to know about Christmas opportunities that they can reach through Twitter.
Millennials Most Hyped Up About Christmas
95% of Twitter users in the Philippines love Christmas. Research reveals that that Twitter users are 33% more likely to take on the role as Christmas planner than people who do not use Twitter. Among those surveyed, millennials on Twitter are the most passionate about Christmas, with 64% claiming to be responsible for organizing parties and celebrations.
The Early Bird Shoppers
Christmas shopping starts early for Twitter users in the Philippines, with two in three respondents saying they start buying for presents before December. The younger demographic, aged 18 to 24 years old, said that they are more likely to do last-minute shopping, of which, 50% said that they will shop in December.
Platform of Choice
When it comes to shopping platform, results showed that physical stores are still the preferred place for shopping among Twitter users (79%) while 64% said they shop online. For parents who use Twitter, they are 19% more likely to shop online than in-store compared to parents who do not use Twitter, indicating that children play a big factor in the parents’ shopping behavior.
Christmas Gifts Wish List
Filipino Twitter users rank consumer electronics as number one in their wish list. Phones and tablets are among the most wanted gifts by users. Beyond the physical presents, Twitter users also seek memorable moments to create during the holidays. Comparing to those who do not use Twitter, Twitter users are 52% more likely to want “experiences” for Christmas, such as concert and travel, while two in three of younger respondents, said they prefer to receive cash or gift cards for Christmas.
“Christmas is celebrated around the world and it’s exciting to see how much Filipino consumers deeply value the spirit of giving and celebration of Christmas through the research, and how that is reflected in conversations on Twitter,” said Arvinder Gujral, Managing Director, South-East Asia, Twitter. “The holiday season provides prime opportunities for brands to forge connections with their audiences. Marketers can tap on these insights to develop brand experiences that drive real-time conversation and impactful engagement with their audiences during the festive season.”
Tips on how brands can better engage with consumers this Christmas:
- Create personal Christmas experiences – Twitter users in the Philippines love experiencing Christmas, especially the moments that make it special. Create a one-of-a kind experience that’s personalized for your consumers to leverage more opportunities for your brand to be on top of their mind.
- Right balance of heart and mind – Deals should not overshadow the holiday spirit, nor can emotive content be effective without information. For example, while 68% of Twitter users will jump on a deal they see for a tech gift, ads are 28% more effective when they emphasize both deals and the spirit of giving.
- Stay relevant with strong local content – When it comes to local entertainment scenes, Filipinos are very much into it and always want to be engaged. Celebrities, such as #AlDub or #KathNiel are key drivers of the year-end holiday conversations.
- Jump-start conversations early – Mentions of year-end holidays spike up when holidays get closer. In 2016, first wave of conversations started to peak as early as November, while majority of holiday shopping mentions took place one month before New Year’s day. The sooner you can jump into the conversation, the more opportunity for your brand to lead the Christmas conversation
