By Madelaine B. Miraflor
A lot of Filipino consumers are yet to realize the risk on sharing their personal data online, with Kantar TNS’s latest Connected Life research saying that connected consumers from the Philippines are far more trusting than other countries in the region when it comes to their online activities.
“In comparison to the rest of the world, they are less skeptical of the content they see and more accepting of brands online. But brands need to continue to earn this trust through appropriate interactions or risk the rise of doubt and cynicism,” Kantar said.
Kantar TNS particularly surveyed 70,000 people across 56 countries and conducted 104 in-depth interviews as part of the 2017 Connected Life study.
The research explored consumer trust in brands in relation to four themes: technology, content, data, and e-commerce.
The findings showed that optimism around connectivity is still high in Philippines, and for the most part, consumers have not yet realized the risks of having a connected lifestyle that were experienced in other countries, making their internet users more cynical about the way companies are using their personal information.
As of now, only 15 percent of Filipinos have concerns about the amount of personal data brands have on them, compared to 40 percent globally and rising to as high as 56 percent in Australia.
Moreover, only 20 percent are adverse to connected devices monitoring their activities online if it makes their lives easier, compared to 56 percent of consumers in Korea and 62 percent in New Zealand.
“Not only are Filipinos more relaxed about making personal data available, they are also more accepting of content online,” Kantar said.
In an age of ‘fake news’, where only one in three (35 percent) people globally think the content they see on social media is reliable, 59 percent of connected consumers in Philippines are happy to trust the information they consume on these channels.
For them, social media remains a credible place to hear brand messages, which are generally seen to have relevance, particularly if they demonstrate an understanding of local culture and nuances.
“Filipinos are very open to interaction online, especially on social media channels. They are happy to trust the content they read on these channels, making them one of the most trusting countries in the region, second only to Indonesia,” said Nicco de Jesus, Digital Director, Philippines, Kantar TNS.
“Brands should not become complacent though – although consumers are comfortable sharing their data with brands, they will need to see the value of this exchange in the long term, or the cynicism that has emerged in more developed markets will start to appear here,” he added.