Ladies walk the aisles; gents' fingers do the talking.
In my previous posting, I took note that the 2nd most popular media touchpoint is our "own mobile phone", being utilized by 78% of Q3 2014 national urban survey respondents in the Philippines. As per data from Kantar Media, media penetration (% of homes in Mega Manila for 2013) is at 30.3% for smartphones, while mobile phones is at 95.3%!
Across the Pacific Ocean, a recent U.S. survey conducted by the Interactive Advertising Bureau found out that "56% of men make a purchase on their smartphone at least once a month on average, compared to 45% of women". The same study goes on to say that younger males (18-34 yrs. old) spend more using their smartphones (at least $51/month), accounting for 50% compared to 27% of all users spending the same amount. I can imagine the golfing gents buying what the missus asked them to buy, using their smartphones while walking down the fairway!
Now, let's take a look at some findings by Scarborough research, a U.S. based market research company that specializes in measuring shopping patterns, media usage, and adult lifestyle trends. In 2012, their study showed that of the adults who spend at least $200 a week on groceries, 48% are male while 52% are female. Local company Strategic Consumer and Media Incites, Inc. says that of Filipino consumers aged 10 yrs. old and above, 46% are male while 54% are female. The ladies really just love strolling the supermarket aisles!
So it is not surprising to find out that The Marketplace by Rustan's, located in the upscale Powerplant Mall in Makati, has already taken the lead in installing tablet mobile PCs on some of their shopping carts. This is an example of digital placed-based media and a manifestation of what Kantar Media's GM Gabriel Buluran said during the recent Media Outlook 2015 forum, "mobile and smartphone will grow faster than traditional media."
(Photo from http://advertisingphilippines.blogspot.com/2015/01/rustans-marketplace-takes-lead-in.html)
What's next, multi-screen ad media in bars and clubs?
http://www.medialifemagazine.com/men-women-shop-mobile-phones/
http://www.medialifemagazine.com/your-clients-ad-in-supermarkets/
Media Insights 2014 Study, National Urban Philippines, ages 10+, across all eco-classes.
http://advertisingphilippines.blogspot.com/2015/01/rustans-marketplace-takes-lead-in.html
Top and bottom photos courtesy of Diego Alquiler. Shot on location at Back To The 90s. Model: Jona Jaramillo.
Photo of women with shopping baskets taken from http://www.onedropnirvana.com
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Advertisers tapping the Cubao, Quezon City market, as well as the northern Metro Manila market may do well to consider this highly visible billboard right at the EDSA entrance of Araneta Center.
