C Small Solutions bases communications and market research insights on hard data. This article briefly profiles Filipino Facebook users interested in food and beverage products. More detailed analysis is available to inform project strategies. For a free consultation, email: info@csmall.co.uk
By Alana Li
Most of the Philippines’ population use Facebook regularly – the country has approximately 65 million monthly active users. Of these users, over 40 million express interest in food and beverage products.
The following target audience analysis identifies core segments of Facebook users in the Philippines who are interested in food and beverage products, illustrating where the audience is, their demographic and professional details, and their online habits.
Where are Facebook users interested in food and beverages in the Philippines?
Of the 17.8 million geolocatable users interested in food and beverage products in the Philippines, 30.9% are located in Metro Manila. Other predominant regions in which the targeted audience are located include Rizal, Cavite, and Cebu Provinces.
Age and gender of the audience interested in food and beverages
The majority of the target audience are women at 55% (versus men at 45%). Women are only slightly over-represented in this audience when compared to Facebook users in the Philippines overall, which has a 49/52 male/female split.
In all age groups, there are more women interested in food and beverage products than men of a similar age.
The most significant group is of females aged 18-24, who make up 17.8% of the audience, followed by women aged 25-34 (17.5% of the audience) and men aged 25-34 (15.8%). This implies that women between the ages of 18 and 34 account for over one-third of the target audience.
How the target audience use the Internet
The audience are particularly responsive to advertising on Facebook. Each member of the audience has clicked on a median average of 23 ads – more than double the average Facebook user in the Philippines. They have also liked almost double the number of Facebook Pages than the average Filipino Facebook user. The two most popular categories of Facebook Pages they have liked are ‘Coffee Shop’, and ‘Fast Food Restaurant’.
Communications SolutionsIt is essential to tailor ads to mobile devices. According to Facebook data, 71.7% of the audience accessed the platform using a mobile device only in the past month. Likewise, compatibility issues should be taken into consideration when creating relevant content as over 93% of the audience uses an Android device, with less than 5% using an iPhone.
Education and livelihoods of the target audience
The target audience are more likely to have attended university than not – 72.8% of the 42.5 million users expressing interest in food and beverage products in the Philippines have been educated to an undergraduate level or higher.
The top roles that they currently work in are in administrative services (27%), sales (24%), and production (20%).
Age and gender of a segment who went to university
What are key segments interested in?
The Facebook Pages that resonate most with audiences are determined by the “affinity” score. This is the probability of Pages’ relevance based on the audience’s online behaviour.
The most relevant Pages for the segment who attended university, to an undergraduate level or higher, include Krispy Kreme Doughnuts, which is followed by 1 million of the audience, and shoe brand Keds, which is followed by 795,900 of the audience. Other relevant Pages include doughnut and coffee shop Dunkin Donuts and Pizza Hut.
How can C Small Solutions help with food and beverages marketing strategies?
Effective digital marketing and market research significantly improves your likelihood of success by helping you target the audience that is most relevant to your business.
This data was based on activity of Facebook users in the Philippines from August to September 2020. Actionable insights can be provided based on larger and granular datasets curated over a longer period.
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info@csmall.co.uk
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