MANILA, Philippines -- As broadband becomes more ubiquitous, the population of Filipino online shoppers is also growing, according to a recent survey.

Conducted by Grey Group Asia Pacific and titled ?Eye on Asia?, the survey was conducted in 16 Asian countries and aims to determine trends in branding and communications.

In the Philippines, the survey had a respondent size of about 500. The study revealed that 46 percent of Filipinos purchased goods via the Internet although almost all respondents said they still prefer to shop in department stores.

A one-stop shop or mall appeals to 80 percent of the respondents, who prefer a place that makes it ?quick and easy? while 83 percent said they want a place where they can always find what they want.

?For Filipinos, shopping is a form of reward. It?s a way to de-stress,? said Chuck Nitorreda, Strategic Planning Director of Campaigns & Grey.

Compared to other countries, Nitorreda noted the ?delayed? growth of online shopping in the country. ?Advertisers are still concerned how their ROI (return on investment) will be measured. It?s easier with traditional media,? he said.

In Japan and Korea, 92 percent preferred online shopping than visiting malls. The Japanese, in particular, prefer shopping online because it allows them to compare prices easily.

Gina Silva-Camaya, Campaigns and Grey Research Director, said that some marketers in the Philippines see the potential of viral marketing using social networking sites like Facebook and Twitter and engaging consumers through games on the Web.

The study also showed that 41 percent of Filipinos are ?value seekers? who prioritize value beyond function and seek reliability and emotional connection. Last year?s global recession also encouraged Filipino buyers to become bargain hunters.

Despite the global crisis, the study concluded that Asians as a whole remain optimistic about the future.

?Brands should lead and envision a new future and that future should have a progressive and optimistic perspective. Marketers in Asia have more than just a mandate to be optimistic in their interaction with people. They have a responsibility,? the study stated.

Overall, the survey gathered some 33,000 respondents from Australia, Bangladesh, China, Hong Kong, India, Indonesia, Japan, Korea, Malaysia, New Zealand, Philippines, Singapore, Sri Lanka, Taiwan, Thailand, and Vietnam.