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MICRO-MOMENTS IN APAC

Mobile consumer behavior in 2016

Mobile adoption in Asia is far ahead of the West


Asia has four of the top 10 markets when it comes to smartphone adoption.
Singapore and South Korea are tied for 4th place at (91%).

Smartphone adoption rate

91

91
81

Owning smartphones

82

80

79

79

76

72

72

70
61

59

PH

JP

%
SG

KR

TW

MY

AU

HK

CN

NZ

VN

US

TH

Google/TNS Connected Consumer Survey 2016

Lesson
#1

Lesson
#2

Lesson
#3

Lesson
#4

Asias consumers know what they want, and they want it now
Consumers in Asia are making purchase decisions faster than ever before and faster than in the West.

Making purchase decisions more quickly because of online research


97

96

93

89

88

88

86

86

Smartphone owners

97

67
60

%
TH

VN

ID

IN

SG

HK

Are you making purchase decisions more quickly because of online research now versus a few years back?

PH

MY

TW

JP

US

Google/Ipsos Consumers in the Micro-moment Survey, APAC - 2016, n=10,790, based on smartphone users

Lesson
#1

Lesson
#2

Lesson
#3

Lesson
#4

Asias consumers know what they want, and they want it now
Asias consumers decisions arent just fast, theyre also better informed.

Making more informed purchase decisions because of online research


98

98

96

95

94

93

92

91

84

Smartphone owners

98

59

%
ID

TH

VN

IN

SG

PH

Are you making more informed purchase decisions because of online research now versus a few years back?

TW

MY

HK

JP

US

Google/Ipsos Consumers in the Micro-moment Survey, APAC - 2016, n=10,790, based on smartphone users

Lesson
#1

Lesson
#2

Lesson
#3

Lesson
#4

Asias consumers know what they want, and they want it now
Micro-moments matter to brands because in them, decisions are being made and preferences are being shaped.

Smartphone owners

Visited a store or related website

77

75

74

73

72

69

65
59

57

52

50

JP

KR

%
ID

VN

MY

SG

TW

PH

IN

TH

Have you ever done any of the following as a result of using your smartphone to research a product/brand you are thinking about buying?

HK

Google/Ipsos Consumers in the Micro-moment Survey, APAC - 2016, n=10,320, based on smartphone users

Lesson
#1

Lesson
#2

Lesson
#3

Lesson
#4

Asias consumers know what they want, and they want it now
Micro-moments matter to brands because in them, decisions are being made and preferences are being shaped.

Smartphone owners

Considered purchasing a brand

69

62

60

59

58

57

52

51

48

47

46

KR

JP

%
ID

TW

TH

SG

IN

VN

PH

MY

Have you ever done any of the following as a result of using your smartphone to research a product/brand you are thinking about buying?

HK

Google/Ipsos Consumers in the Micro-moment Survey, APAC - 2016, n=10,320, based on smartphone users

Lesson
#1

Lesson
#2

Lesson
#3

Lesson
#4

In Asia, brand loyalty is built moment by moment


Consumers in Asia are open to new brands. A vast majority are uncertain of a specific brand they want to buy.
This is a clear opportunity for brands to win them over one micro-moment at a time.

Not absolutely certain of a brand choice


93

92

90

89

88

88

87

84

83

82

ID

PH

Smartphone owners

96

79

%
JP

KR

SG

US

TH

MY

TW

Typically how certain are you about the specific brand you want to purchase when you first begin looking for information online?

VN

HK

IN

Google/Ipsos Consumers in the Micro-moment Survey, APAC - 2016, n=10,320, based on smartphone users

Lesson
#1

Lesson
#2

Lesson
#3

Lesson
#4

In Asia, brand loyalty is built moment by moment


Consumers in Asia are happy to switch brands if need be. Even when consumers do have a particular brand in mind, the
right information at the right time can give them a shot at their competitors.

Have purchased a brand they would not normally consider because of


relevant information available on their smartphones in the moment

85

80

80

Smartphone owners

85

75

72

72

71

68

63
55
33

%
IN

TH

HK

ID

VN

PH

TW

SG

MY

Have you actually purchased a brand you would not normally purchase because of relevant information available on your smartphone in the moment?

KR

JP

US

Google/Ipsos Consumers in the Micro-moment Survey, APAC - 2016, n=5,161, based on smartphone users

Lesson
#1

Lesson
#2

Lesson
#3

Lesson
#4

Consumers in Asia prefer helpful brands


Consumers In Asia love helpful videos more than in the West.

More likely to buy from companies who provide instructional video content

84

82

Smartphone owners

85

79

77

76

69

66
59
48

47

%
TH

PH

IN

ID

VN

TW

How likely are you to purchase from a company whose mobile sites or apps provide instructional video content?

SG

MY

HK

US

JP

Google/Ipsos Consumers in the Micro-moment Survey, APAC - 2016, n=10,790, based on smartphone users

Lesson
#1

Lesson
#2

Lesson
#3

Lesson
#4

Consumers in Asia prefer helpful brands


Consumers in Asia expect contextual relevance.

More likely to buy from companies whose mobile sites or apps tailor information to their location

84

84

83

Smartphone owners

76
69

69

69

67
62

61
49

%
IN

ID

PH

TH

MY

SG

VN

How likely are you to purchase from a company whose mobile sites or apps customise information to your location?

TW

HK

US

JP

Google/Ipsos Consumers in the Micro-moment Survey, APAC - 2016, n=10,790, based on smartphone users

Lesson
#3

Lesson
#2

Lesson
#1

Lesson
#4

Consumers in Asia prefer helpful brands


Consumers in Asia reward quick, clear answers with sales.

More likely to buy from companies whose mobile sites or apps help them easily find answers to questions

92

91

91

88

87

84

84

81

Smartphone owners

73

71

66

%
ID

IN

PH

TH

VN

SG

TW

How likely are you to purchase from a company whose mobile sites or apps help you easily find answers to your questions?

MY

US

HK

JP

Google/Ipsos Consumers in the Micro-moment Survey, APAC - 2016, n=10,790, based on smartphone users

Lesson
#1

Lesson
#2

Lesson
#3

Lesson
#4

Consumers in Asia prefer helpful brands


Consumers in Asia reward quick, clear answers with sales.

More likely to buy from companies whose mobile sites or apps allow for quick purchases

86

85

85

82

Smartphone owners

87

78

73

70

64
59

58

JP

US

%
IN

TH

PH

VN

ID

TW

How likely are you to purchase from company whose mobile sites or apps allow you to make purchases quickly?

SG

MY

HK

Google/Ipsos Consumers in the Micro-moment Survey, APAC - 2016, n=10,790, based on smartphone users

Lesson
#1

Lesson
#2

Lesson
#3

Lesson
#4

In Asia, the online and offline worlds are blurred


Consumers in Asia use smartphones to help them find stores more than in the West.

Have used a store locator (e.g map) to find a store location

89

88

88

88

87

87

85

84

81

Smartphone owners

91

78

71

%
TH

VN

HK

Have you ever used a store locator (e.g. map) to find store location?

IN

SG

ID

JP

TW

MY

AU

PH

US

Google/Ipsos Consumers in the Micro-moment Survey, APAC - 2016, n=10,790, based on smartphone users

Lesson
#1

Lesson
#2

Lesson
#3

Lesson
#4

In Asia, the online and offline worlds are blurred


Consumers in Asia turn to mobile inside shops more often than in the West.

Have consulted their smartphone while making a purchase in a store

91

90

90

89

89

85

82

82

JP

US

81

80

MY

PH

Smartphone owners

95

%
VN

TH

HK

TW

IN

Have you ever consulted your smartphone for more information while in a store making a purchase?

ID

SG

Google/Ipsos Consumers in the Micro-moment Survey, APAC - 2016, n=10,790, based on smartphone users

Lesson
#1

Lesson
#2

Lesson
#3

Lesson
#4

In Asia, the online and offline worlds are blurred


Mobile drives in-store sales.

Smartphone owners

Visit a store to research further after seeing an online message from the company

57

55

53

52

52

51

48

47

43
29

26

JP

KR

%
VN

ID

MY

SG

TW

PH

HK

IN

Which actions have you taken after seeing a message from a company on your smartphone (e.g. online ad, video or website content)
that is relevant to you?

TH

Google/Ipsos Consumers in the Micro-moment Survey, APAC - 2016, n=10,790, based on smartphone users

Lesson
#1

Lesson
#2

Lesson
#3

Lesson
#4

In Asia, the online and offline worlds are blurred


Mobile drives in-store sales.

Smartphone owners

Purchase offline after seeing an online message from the company

25

24

24

24

22

20

18

16

16
11

VN

HK

IN

TH

ID

SG

Which actions have you taken after seeing a message from a company on your smartphone (e.g. online ad, video or website content)
that is relevant to you?

KR

MY

PH

JP

7
TW

Google/Ipsos Consumers in the Micro-moment Survey, APAC - 2016, n=10,790, based on smartphone users

COUNTRY-SPECIFIC
Insights

Smartphone users micro-moments in Australia


Smartphone adoption in Australia hit 80% in 2016, compared to 77% last year (above 72% in US).

80

77

72

Australia

US
2016

2015

2016

Connected Consumer Survey 2016

Smartphone users micro-moments in New Zealand


Smartphone adoption hit 76% in 2016 (above 72% in US), compared to 72% last year.

76

72

72

New Zealand

US
2016

2015

2016

Connected Consumer Survey 2016

Smartphone users micro-moments in India

85%
have purchased a
brand they wouldnt
normally consider
because of relevant
information available
through their phones

84%

74%

are likely to buy a


product from a brand
whose mobile site
or app tailors
information to their
location

find it important that,


while watching videos
on phones, the ad
content complements
the content theyre
watching

72%
turn to their
phones right away
when they want to
buy something

Google/Ipsos Consumers in the Micro-moment Survey, APAC - 2016, n=1,001, based on smartphone users

Smartphone users micro-moments in Japan


Smartphone adoption in Japan hit 59% in 2016, compared to 54% last year.

59

54

%
2016

2015

Connected Consumer Survey 2016

Smartphone users micro-moments in Japan

96%
are not absolutely
certain of the
specific brand they
want to buy when
they start
researching online

84%
say because of
online research,
they are making
more informed
decisions now as
compared to a few
years back

58%
turn to their phones
right away when an
unexpected problem
arises (e.g a flat tire)

55%
have discovered a
new brand through
search results

Google/Ipsos Consumers in the Micro-moment Survey, APAC - 2016, n=1,079, based on smartphone users

Smartphone users micro-moments in Korea


Smartphone adoption hit 91% in 2016, compared to 83% last year (well above 72% in US).

91

83
72

Korea

US
2016

2015

2016

Connected Consumer Survey 2016

Smartphone users micro-moments in Hong Kong


Smartphone adoption in Hong Kong is steady at 79% (above 72% in US), the same as 2015.

79

79

72

Hong Kong

US
2016

2015

2016

Connected Consumer Survey 2016

Smartphone users micro-moments in Hong Kong

93%
have used their phone
to research a
product/service

Hong Kong

41%
look up videos related to
a product/service on
their phones to help
decide what to buy while
in a store

37%
tell others about a
brand after seeing a
relevant message
from a company
online (e.g ad, video
or website content)

80%

33%

have purchased a brand they wouldnt normally


consider because of relevant information available
through their phones in the moment (US: 33%)

US
Google/Ipsos Consumers in the Micro-moment Survey, APAC - 2016, n=1,090, based on smartphone users

Smartphone users micro-moments in Taiwan


Smartphone adoption hit 82% in 2016, compared to 78% last year (above 72% in US).

82

78

72

Taiwan

US
2016

2015

2016

Connected Consumer Survey 2016

Smartphone users micro-moments in Taiwan

88%

69%

agree that quality, timing or relevance of a companys


message influences their perception of the brand
(compared to 69% in US)

Taiwan

84%

71%

83%

are more likely to buy


from companies
whose mobile app or
site helps them find
answers to questions
easily

have discovered new


products or brands
from search results

have purchased a
brand they wouldnt
normally consider
because of relevant
information available
through their phones
in the moment

US
Google/Ipsos Consumers in the Micro-moment Survey, APAC - 2016, n=1,063, based on smartphone users

Smartphone users micro-moments in Indonesia

92%

69%

are more likely to buy from companies whose mobile


app or site helps them find answers to questions
easily (compared to 69% in US)

Indonesia

87%

79%

have changed their


mind about buying a
brand while in a store
because of reading
about another brand
on their phones

have discovered
new products or
brands from search
results

77%
visit a store or a
related website as a
result of using their
phone to research a
product/ brand they
are thinking about
buying

US
Google/Ipsos Consumers in the Micro-moment Survey, APAC - 2016, n=1,233, based on smartphone users

Smartphone users micro-moments in Malaysia


Smartphone adoption hit 81% in 2016, compared to 71% last year (above 72% in US).

81
71

72

Malaysia

US
2016

2015

2016

Connected Consumer Survey 2016

Smartphone users micro-moments in Malaysia

95%

82%

66%

have used their phones


to gather information
for the purchase of a
product/service

have purchased a
brand they wouldnt
normally consider
because of relevant
information available
through their phones
in
the moment

are more likely to buy


from companies
whose mobile app or
site provides
instructional video
content

Google/Ipsos Consumers in the Micro-moment Survey, APAC - 2016, n=1,009, based on smartphone users

Smartphone users micro-moments in the Philippines


Smartphone adoption hit 61% in 2016, compared to 55% last year.

61

55

%
2016

2015

Connected Consumer Survey 2016

Smartphone users micro-moments in the Philippines

66%
watched a related
YouTube video as
a result of using
their smartphone
to research a
product/brand
they were thinking
of buying

94%

62%

say that they are now


making more
informed decisions
because of online
research as
compared to a few
years back

turn to their
smartphone for
ideas multiple times
a day, making the
Philippines the 2nd
highest in APAC in
terms of smartphone
usage

88%
are not absolutely
certain of the
specific brand they
want to buy when
they start
researching online

Google/Ipsos Consumers in the Micro-moment Survey, APAC - 2016, n=1,011, based on smartphone users

Smartphone users micro-moments in Singapore


Smartphone adoption hit 91% in 2016, compared to 88% last year (well above 72% in US).

91

88
72

Singapore

US
2016

2015

2016

Connected Consumer Survey 2016

Smartphone users micro-moments in Singapore

91%

90%

of smartphone users are not absolutely certain of the


specifIc brand they want to buy when they begin
looking for information online (US: 90%)

Singapore

96%

71%

73%

of smartphone users
have used their
smartphones to gather
information for the
purchase of a
product/service

have purchased a
brand they wouldnt
normally consider
because of relevant
information available
through their phones
in the moment

of smartphone users
have visited a store
or a website as a
result of using their
smartphones to
research a product
they are thinking
about buying

US
Google/Ipsos Consumers in the Micro-moment Survey, APAC - 2016, n=1,010, based on smartphone users

Smartphone users micro-moments in Thailand


Smartphone adoption hit 70% in 2016, compared to 64% last year.

70
64

%
2016

2015

Connected Consumer Survey 2016

Smartphone users micro-moments in Thailand

85%

have purchased a brand


they wouldnt normally
consider because of
relevant information
available through their
phones in the moment

91%

Thailand

71%

US

85%

of smartphone
users have used
a store locator
to find a store
location (US:
71%)

86%

48%

85% are more likely to


buy from companies
whose mobile sites
or apps provides
instructional video
content (US: 48%)

58%

86% are more likely to


buy from companies
whose mobile sites or
apps allow them to
make purchases
quickly (US: 58%)

Google/Ipsos Consumers in the Micro-moment Survey, APAC - 2016, n=1,110, based on smartphone users

Smartphone users micro-moments in Vietnam


Smartphone adoption hit 72% in 2016, compared to 55% last year (on par with 72% in US).

72

72
55

Vietnam

US
2016

2015

2016

Connected Consumer Survey 2016

Smartphone users micro-moments in Vietnam

95%

82%

consult their phones on purchases theyre about to


make while in a store (US: 82%)

Vietnam

75%

35%

87%

have discovered new


products/brands
online through search
results

purchase a
companys product
offline after seeing a
relevant message
from the company
(e.g. online ad, video
or website content)
on their smartphone

are not absolutely


certain of the specific
brand they want to buy
when they start
researching online

US
Google/Ipsos Consumers in the Micro-moment Survey, APAC - 2016, n=1,184, based on smartphone users

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