TRU or Teens Research Unlimited, a company under TNS which is a global leader in custom market research, recently revealed the results of their 2012 study on key insights and information from Filipino teens and young adults.
This study which began in August of last year revealed that among Filipino teens, the top brand is Bench, followed by Jollibee, Nike, Jag Jeans, Adidas, Natasha, Nokia, Coke, Avon, and Tribal. On the other hand, for Filipinos in their early twenties, Jag takes the number one spot followed by Bench. Lee and Levi’s also made it into the top 10 for this age group.
The TRU Study 2012 Philippines Edition is composed of 1,200 face-to-face interviews of Filipinos from age 12-24 spanning across A,B,C,D and E households across the nation including urban and rural areas. It is a valuable resource for companies to understand the behaviors, preferences and purchasing habits of teens, ensuring that their strategies and marketing campaigns communicate to and are relevant to their target audience.
The study also showed that Filipino teen’s average weekly spending is now estimated at Php327, amounting to a total annual value of Php268.8 billion, roughly 18% higher from last year’s Php278 average spending per week. On the Filipino young adults segment which is just about half of the teen population, there’s an estimated Php322 billion spending capacity.
It was also revealed that Filipino teens are more immersed in the digital universe this year. Most of the respondents use the internet primarily as a means to connect and enable relationships, making social networking sites more popular than ever. And yes, this is not limited to highly urbanized cities.
The study highlights that now is the time to connect with the Filipino youth as they began to develop buying habits and build brand loyalties. “The best way to reach this valuable market segment is through TV and online channels,” said Abegail Barcelona, TNS Philippines Associate Research Director who is the local point person for TRU.
Companies interested in the complete survey results and findings of The TRU Study: 2012 Philippines Edition may contact TNS Philippines through telephone number (02) 584-2233 or email [email protected].