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Strong surge in ownership of air-conditioners in Metro Manila households: GfK
One in five households bought a new air conditioner in last two years; more households also own more electric fans
Manila, June 15, 2016 – The hot tropical climate in the Philippines is driving up demand for air cooling appliance in metro Manila, with households in this region owning more units of air conditioners and electric fans to cool down their homes.
According to the recent GfK study, ownership rate of air conditioners has grown by leaps and bounds over the past two years in Metro Manila. Findings from two GfK ownership surveys conducted two years apart revealed that ownership of the appliance in Metro Manila households has more than doubled from 12 to 30 percent; translating to one in five (20%) households in this region having bought a new air-conditioning unit within the past two years.
“Air-conditioner purchases here were nearly equally divided between first-unit and additional-unit acquisition,” observed Benny Villanueva, Managing Director of GfK in the Philippines. “Results of the findings showed that ownership also climbed from 1.3 units per household in 2013 to 1.5 units per household in 2015.”
GfK conducted the same study, initially at the end of 2013, and a follow-up at the end of 2015 to determine the household ownership of electrical appliances as well as to provide a deeper understanding of the various categories in terms of product ownership, usage, product-replacement cycle, and brand preferences. Results of the latest survey reflected some interesting findings; where household penetration of various products has deepened significantly.
“Metro Manila households are finding relief from the hot climate through installing either their first, or additional air-conditioners at home, although ownership is still lagging behind in some of the less affluent neighborhoods,” noted Villanueva. “With the rising global temperature, it won’t be long before every household in the Metro Manila region is equipped with at least one or more air conditioners to counter the persistent heat.”
The other air cooling appliance which has also reported greater presence in Metro Manila’s homes is the electric fan. Ownership of this more affordable cooling device has climbed up further from 98 to almost 100 percent of all households in the region. Within the past two years, almost half of all the households here (46%) have made additional purchases of electric fans, driving up average unit ownership from 1.41 electric fans per household to 2.42 units. Desk fans and stand fans are the two most popularly owned types.
The GfK Philippines electrical appliances ownership and usage survey also covered other household appliances and electronics such as television, audio-home systems, personal computers, DVD players, refrigerators, freezers, washing machines, clothes dryers, electric irons, clothes steamers, hair dryers, water heaters, microwave ovens, cooking ranges and ovens, kitchen appliances (such as liquidizers, juicers, and choppers), vacuum cleaners, electric fans, and exhaust fans.
GfK is the trusted source of relevant market and consumer information that enables its clients to make smarter decisions. More than 13,000 market research experts combine their passion with GfK’s long-standing data science experience. This allows GfK to deliver vital global insights matched with local market intelligence from more than 100 countries. By using innovative technologies and data sciences, GfK turns big data into smart data, enabling its clients to improve their competitive edge and enrich consumers’ experiences and choices.
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