5 Ways Media Consumption Affects Customer Behavior

Media consumption in the Philippines is rapidly evolving and increasing, with individuals engaging with various forms of media daily. From the widespread presence of television and radio to the extensive impact of social media platforms and streaming services, Filipinos are significantly into a diverse array of content like never before.

Recent statistics indicate a notable surge in media consumption nationwide, with social media users growing by over two million in just one year. In January, there were 84.45 million social media users, which increased to 86.75 million by January 2024, accounting for 73.4% of the country’s total population. 

Understanding and harnessing this trend is crucial for businesses because media consumption influences consumer behavior, including purchasing decisions, brand perceptions, and societal norms. For instance, the consistent portrayal of certain cultures in television programs can affect beauty standards or lifestyle choices, presenting both opportunities and challenges for businesses. 

This blog explores the relationship between media consumption and consumer behavior, offering valuable insights into their dynamics.

Media Consumption in the Philippines: Statistics and Facts

Whether for entertainment or news purposes, Filipinos constitute one of the largest audiences for online and digital media consumption. In 2020, the Philippines ranked among the top five countries globally in terms of online media market value. Below are more recent figures depicting media consumption habits in the country:

1. In 2023, the Philippines had 85.16 million internet users. 

TikTok alone amassed 43.43 million users aged 18 and above, reaching 58.2% among adults through its advertisements. These numbers underscore the pivotal role of digital platforms in influencing consumer behavior. Businesses can leverage targeted advertising on platforms like TikTok to reach their audience effectively. 

A clothing brand could partner with local influencers to showcase its latest collection shot in the country’s iconic locations like the streets of Intramuros or the beaches of Boracay. This can drive engagement and influence purchasing decisions.

2. The Philippines recorded 168.3 million cellular mobile connections in 2023.

This number indicates a 6.6% increase from the previous year, revealing a shift in consumer behavior towards mobile-centric activities. Many shop, browse online, and interact via social media. Businesses can leverage this behavior by optimizing their online presence for mobile platforms to reach more consumers.

3. Streaming services like Netflix attract 96% of Filipino consumers, showcasing their strong affinity for online content.

This figure surpassed the global average, highlighting digital platforms’ profound influence on entertainment preferences. It highlights the need for businesses to adapt their marketing strategies to suit the evolving digital landscape and cater to consumer preferences for online content consumption.

4. Traditional media maintains a strong presence, with over 227 TV stations and 700 radio stations nationwide.

For instance, the expansive reach of the GMA Network captures a significant portion of the population, indicating the enduring relevance of broadcast media. Businesses should adopt a multi-channel approach integrating traditional and digital media to cover diverse consumer segments.

5. YouTube remains dominant in Philippine media consumption, with 57.70 million users in early 2023.

It underscores the platform’s widespread popularity and role in shaping consumer behaviors. Brands can create relevant content on YouTube and leverage it as a powerful tool for promotion and collaboration.

4 Types of Media in the Philippines

The diverse media landscape in the Philippines reflects a fusion of traditional and digital platforms, catering to the Filipinos’ multifaceted interests and preferences. They engage with many media types daily, profoundly shaping their perspectives and behaviors. Here are the widely consumed media in the country:

1. Social media

Facebook, Instagram, X (Twitter), and TikTok have become integral in Filipino daily life. They are avenues for communication, entertainment, and information dissemination. These platforms feature short-form videos showcasing local trends and cultural references.

2. Local and global media

Television remains a dominant force in Philippine media consumption, offering diverse programming catering to various demographics. Local networks such as GMA Network and TV5 provide a mix of news, dramas, variety shows, and reality programs that resonate with Filipino audiences. Additionally, international platforms like Netflix and iWantTFC offer global content with localized options, expanding viewers’ choices.

3. Print media

Despite the digital shift, print media still holds significance in the Philippines. Newspapers and magazines cater to niche interests and provide in-depth coverage of current affairs. Major newspapers such as the Philippine Daily Inquirer, Manila Bulletin, and Philippine Star maintain a solid readership base and offer comprehensive news coverage and analysis.

Similarly, magazines like Esquire Philippines, Cosmopolitan Philippines, and YES! Magazine cater to various interests, ranging from lifestyle and fashion to entertainment and culture.

4. Radio media

Radio is a popular medium in the country, especially in rural areas, because of limited television and internet connectivity. Local radio stations broadcast a mix of music, news, commentary, and entertainment programs. They’re a source of information and companionship for listeners.

Notable examples include Wish FM 107.5, DWSM 102.7, and DZMB 90.7. Meanwhile, Bombo Radyo and Brigada News are well-known provincial stations.

5 Ways the Media Affects Customer Behavior

The impact of media on consumer behavior is undeniable. In today’s digital age, media consumption shapes individuals’ purchasing decisions and interactions with brands. This section shows the media’s profound impact on the consumer journey:

1. Increased convenience

The prevalence of social media platforms has transformed how consumers discover and purchase products. With e-commerce functionalities such as Facebook Marketplace and Instagram Shopping, consumers can browse and buy products directly from their social media feeds.

This seamless shopping experience streamlines the customer experience. For instance, Facebook Marketplace is popular among Filipinos for buying and selling various items, from clothing and gadgets to home decor and appliances.

2. Emotional appeal

Media has the power to stir emotions and create meaningful connections with consumers. Emotional storytelling through compelling narratives, visuals, and music can resonate deeply with audiences and influence subconscious purchasing decisions. This approach fosters loyalty and brand affinity. 

The Philippine fast-food chain Jollibee is renowned for its heartwarming advertisements celebrating Filipino family values and traditions. These emotional campaigns have successfully endeared the brand to consumers, driving customer engagement.

3. Social influence

Social media platforms are influential channels for peer recommendations, reviews, and user-generated content. The phenomenon of social proof is pivotal in consumer behavior because it’s where individuals look to others for validation and guidance.

Influencer marketing is one example of a marketing strategy that capitalizes on the power of social influence to sway customer preferences. Celebrities can steer their followers through endorsements and sponsored content, impacting purchasing decisions.

4. Information accessibility

Media provides consumers with readily available information, enabling them to research products and compare prices. They can also read reviews before making purchases. Moreover, product demonstrations and tutorials enhance their confidence and satisfaction with their decisions.

Local e-commerce platforms like Lazada and Shopee offer comprehensive product listings, customer reviews, and ratings. These facilitate an informed shopping experience for Filipino consumers.

5. Algorithms on social media platforms

Algorithms are crucial and powerful tools on social media platforms. They analyze vast user data, including preferences, behaviors, and interactions, to tailor content to individual interests and preferences. 

As a result, algorithms effectively capture users’ attention and encourage prolonged engagement with the platform. This personalized content delivery enhances user experience, helping marketers target specific demographics and segments with curated advertisements and promotions. With the right strategies, brands can maximize visibility and engagement, ultimately driving purchasing behavior.

5 Ways to Leverage Media Consumption in the Philippines

There are ample opportunities for businesses to engage with their target audience, enhance brand visibility, and boost sales. Below are five strategic approaches to capitalize on media consumption habits in the Philippines, offering actionable insights for sustainable growth:

1. Utilize cost-effective advertising

With the boost of digital media channels, brands can tap into affordable marketing options without breaking the bank. Social media platforms offer targeted advertising solutions reaching specific demographics, interests, and behaviors. Businesses can maximize their ROI and achieve greater visibility by strategically allocating their advertising budget across various digital channels.

2. Employ better audience insights

To craft effective marketing campaigns, you must understand the nuances of the Filipino consumer market. Business analytics tools and market research data help achieve this. Utilize audience insights to customize content and products to meet consumer preferences and needs. In the end, these drive engagement and loyalty.

3. Harness influencer marketing

One of the most powerful ways to connect authentically with Filipino consumers is through local influencers. However, you should partner with one that represents your brand values and reflects the target audience. Collaborating with them can drive brand awareness and nurture meaningful connections with consumers. 

4. Embrace video content

Video content continues to dominate media consumption trends on multiple platforms. Businesses can hop on this trend by creating compelling video content that educates, entertains, and inspires their target audience. These could include product tutorials and behind-the-scenes footage. Storytelling campaigns also capture attention and build brand affinity.

5. Foster community engagement

Social media platforms offer businesses opportunities to engage with their audience, facilitate conversations, and foster meaningful connections. By actively participating in online communities and responding to customer inquiries and feedback, you can cultivate a loyal consumer base. Soliciting user-generated content can also drive brand advocacy and word-of-mouth referrals.

Unleash the Power of Media and Transform Your Business

The influence of media consumption on consumer behavior is evident. People’s media consumption habits can be advantageous to you, whether it’s through social media, customer interaction, or cost-effective advertising. These numerous benefits include enhancing brand awareness and boosting sales. 

As the media landscape evolves, you must stay ahead of the curve to reap such benefits. One way to do this is through data-driven solutions like that from Inquiro. With an analytics-based approach, we can help you unlock valuable insights and optimize marketing strategies. 

Learn more by booking a demo with us today.