Filipinos’ digital take-up rises as they seek more money savings: NielsenIQ PH

Over 7 in 10 have used e-wallets, a study found.

Filipino consumers are increasingly using mobile apps for financial transactions, but the ecosystem and digital world has not yet caught up to their needs.

Over 99% of Filipinos have shopped online in the past 6 months, according to data from NielsenIQ Philippines. Over 7 in 10 (71%) have used e-wallets, and 1 in 2 (52%) have used a mobile banking app.

Filipinos use mobile apps to pay bills, make bank transfers, and check their account balance, said Mukund Sharma, strategic analytic insight lead at NielsenIQ Philippines.

“[They] will probably gravitate towards a digital world that saves them time and money, and makes things more efficient,” Sharma told attendees of the Asian Banking & Finance and Insurance Asia Summit 2026 - Manila held on 10 March.

When using digital apps, Filipinos seek speed, ease of use, flexibility in managing their time and money, and security.

“Experience should be consistent. It is all about ease, speed, and convenience, supported with a friendly and human touch,” Sharma said.

All these must be backed by human support, he added. “So that if something bad happens they have someone to turn back to.”

These expectations come amidst a backdrop of increased caution and desire to save money.

Value for money is the most common consideration that Filipinos have when deciding where to shop, Sharma said.

“The intent to save is there…while they want to save, they also see myself spending more, because of things that are out of their control,” he said of the Filipino consumer of today.

Unsure about the future and bracing for extremes, consumers are in a constant state of skepticism, he added.

“They are very, very cautious. I want to save— but can I?” Sharma said.

“They will wait for promotions. They will go or gravitate towards brands, service providers, who are better able to enable them,” he added.

Digital apps, particularly mobile banking apps and e-wallets, helps consumers cut down on transport costs, which Sharma said is a factor that Filipinos consider to save money.