Employees working in the Business Process Outsourcing (BPO) sector are more wired than most – from gadgets to energy drinks consumed – according to a study by top consumer information company, Nielsen.
The Nielsen Outcall report, released September 3, is focused on the consumer habits of BPO workers. The report revealed that mobile phones are big among BPO employees, who use them to manage work schedules, connect with family and friends, and keep themselves entertained.
According to Nielsen, “compared to the general population, more BPO employees own postpaid subscriptions, with significantly higher monthly spending than the total market.”
“Being well paid than most Filipinos, BPO employees are formidable members of the growing middle class population of the country. The spending habits of BPO employees reflect an affluence that is more than the general population, spurring consumer spending,” Nielsen Philippines managing director Stuart Jamieson said in the release.
“By being constantly on their mobile phones and staying online through their high connectivity and multiple connection points, BPO consumers are more accessible via the Internet. BPO consumers live multi-screen lives. They watch TV while they have a tablet or mobile phone on hand. This gives advertisers and marketers huge opportunities to drive innovation and interest to various categories such as consumer goods, pharmaceutical products, telecommunications, and financial services,” Jamieson added.
The Nielsen report also revealed the spending habits of BPO employees when it comes to food and beverages. According to the report, breakfast cereals and pre-packaged food are popular for their convenience, while snack items such as candies, gum, biscuits, and chocolates are also highly consumed. According to respondents, these help them stay awake during night shifts and keep them full between meals.
Booze is also high on the typical BPO employee’s shopping list – in the report, 76% of BPO respondents admitted to consuming alcoholic beverages in 2012.
“According to BPO employees who participated in the in-depth interviews, alcohol serves a facilitator in establishing teamwork,” the news release said.
Other beverages that BPO employees spend on include iced tea, energy drinks, and ready-to-drink juices and milk, the report revealed.
