Google Philippines on Thursday released a study specifically on millennials and their search habits online.
Google's data showed that Filipinos aged 20 to 30 go online to access information, help define themselves in new and complex ways, and access "adulting," creativity, and experiences.
"Adulting" is a term commonly used by millennials defined as a practice of making grown up decisions.
According to Google, the top three "adulting" categories Filipino millennials searched for in the second quarter of 2017 are Finance, Vehicles, and Real Estate.
The finance category, which covers loans and credit cards, saw a search growth of 24%. Vehicles had a 17% search growth while real estate had 16%. Other categories include home & garden, baby, parenting & family, and job and careers.
Millennials also showed they prefer experiences over material things. They are deeply involved in the Experience Economy, where rich experiences are valued over material possessions.
They now go for bigger and more adventurous travel bucket lists with the goal of building unique experiences. There is a 19% search growth for travel & tourism in the 2nd quarter of 2017 with 52% of travel searches coming from mobile.
Fastfood and restaurant reviews drove growth for searches on restaurants up 25%. Arts and entertainment, hobbies and leisure, and family and community are also among the most searched experience-related categories.
Data also revealed that almost half of millennials do not or hardly watch TV or movie content on TV sets at home.
According to Global Web Index, an estimated 47% of Filipino millennials are non-TV to light-TV viewers who rely on other platforms for entertainment. Watching movies, listening to music, and catching TV shows on YouTube and other video streaming platforms are the top ways millennials find inspiration to be creative.
Google Philippines Industry Analyst Geia Lopez said brands should take on the role of enablers by providing millennials access to three things: adulthood, experiences, and creativity.
"The choices and possibilities that millennials face are infinite. The challenge for brands is to make these three things accessible to millennials and make them feel confident and secure in the decision they make to realize their objectives," Lopez said.