Young Asians lead digital marketplace with savvy buying

Filipino youth top global social media usage.

Youths in Asia, particularly in the Philippines, are not just shaping the digital marketplace but are also becoming the primary drivers of the region's economic future, according to Iris Lorenzo, Managing Director of Kadence Philippines.

Based on the latest Digital 2023 report from DataReportal, Filipinos are among the most active online users globally, with an average daily internet usage of nearly 11 hours, predominantly spent on gaming and social media platforms.

"Young consumers have unprecedented access to a wide range of products and services, no matter where they are. It's not just about transactions anymore; it’s about building relationships," Lorenzo explained. 

Digital platforms, according to her, offer brands a golden opportunity to directly engage with young consumers and foster brand loyalty, making digital media a critical channel for modern consumer decision-making.

Lorenzo pointed out the unique cultural position of Filipino youth compared to their Southeast Asian counterparts. "Filipinos primarily use English language content and have a knack for infusing their local flavour into everything, reflecting the rich tapestry of Filipino culture, influenced by Spanish and American elements," she stated.

Emerging trends among Filipino youth that companies should be aware of include a robust inclination towards sustainability and a growing demand for financial literacy, propelled by digital finance tools. 

"Filipino youth are not just trendsetters; they are conscious consumers focused on sustainability and are now financially empowered," Lorenzo highlighted. She urges companies to adapt by enhancing their digital engagement strategies, including social media presence, influencer partnerships, and developing user-friendly ecommerce platforms.