Professional Documents
Culture Documents
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
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.
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.
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
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
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
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
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
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
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
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
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
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
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
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
Smartphone owners
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
80
77
72
Australia
US
2016
2015
2016
76
72
72
New Zealand
US
2016
2015
2016
85%
have purchased a
brand they wouldnt
normally consider
because of relevant
information available
through their phones
84%
74%
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
59
54
%
2016
2015
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
91
83
72
Korea
US
2016
2015
2016
79
79
72
Hong Kong
US
2016
2015
2016
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%
US
Google/Ipsos Consumers in the Micro-moment Survey, APAC - 2016, n=1,090, based on smartphone users
82
78
72
Taiwan
US
2016
2015
2016
88%
69%
Taiwan
84%
71%
83%
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
92%
69%
Indonesia
87%
79%
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
81
71
72
Malaysia
US
2016
2015
2016
95%
82%
66%
have purchased a
brand they wouldnt
normally consider
because of relevant
information available
through their phones
in
the moment
Google/Ipsos Consumers in the Micro-moment Survey, APAC - 2016, n=1,009, based on smartphone users
61
55
%
2016
2015
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%
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
91
88
72
Singapore
US
2016
2015
2016
91%
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
70
64
%
2016
2015
85%
91%
Thailand
71%
US
85%
of smartphone
users have used
a store locator
to find a store
location (US:
71%)
86%
48%
58%
Google/Ipsos Consumers in the Micro-moment Survey, APAC - 2016, n=1,110, based on smartphone users
72
72
55
Vietnam
US
2016
2015
2016
95%
82%
Vietnam
75%
35%
87%
purchase a
companys product
offline after seeing a
relevant message
from the company
(e.g. online ad, video
or website content)
on their smartphone
US
Google/Ipsos Consumers in the Micro-moment Survey, APAC - 2016, n=1,184, based on smartphone users