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Topics include: Direct to consumer / E-commerce / Data & privacy / Martech

As holiday season approaches, consumers in Asia Pacific are turning to their mobile

73% of APAC consumers said they prefer to shop in-app rather than use a mobile browser.

As the holiday season approaches, consumers in Asia Pacific are using their mobile to shop and expect a hassle-free experience when buying things.

At least 52% of consumers in Australia, Malaysia, the Philippines, Thailand, and Indonesia have said payment methods are crucial in how they buy products on e-commerce platforms, according to a survey by Adcolony.

A separate survey by Snapchat has found similar findings. The platform found that the Covid-19 pandemic has seen a rise in the usage of mobile to buy products from brands like Nike, Amazon, Adidas, Zara, and opt for contactless delivery.

How do consumers in APAC shop?

  • Indonesia (94%), the Philippines (93%), and Thailand (91%) have the highest share of consumers that prefer to make purchases on their smartphones.
  • An average of 73% of APAC consumers said they prefer to shop in-app rather than use a mobile browser, with Thailand (88%), Malaysia (86%), and the Philippines (84%) indicating stronger consumer preference.
  • A large majority of APAC consumers (81%) said they would purchase something no their mobile device directly from an advertisement if the product was relevant to them – Indonesia (92%), Malaysia and the Philippines (89%), and Singapore (85%).
  • At least 52% of consumers in Australia, Malaysia, the Philippines, Thailand, and Indonesia said an easy payment process matter most for the shopping experience on a mobile device.
  • On Snapchat, the platform has found that users across the globe like to shop when there are sales/deals to be had, mostly notably in Malaysia (31%).
  • Almost half (42%) of the Malaysian respondents agreed that they are making more purchases on their phones than they previously had.
  • 72% of Malaysians prefer buying online than from physical stores, only second to Indonesia.
  • 36% of Malaysians say that their friends rely on them when deciding what to buy or use

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