Southeast Asia Embraces Digital Festive Shopping As the festive season nears, Southeast Asian consumers are gearing up to significantly amplify their online spending. A recent study by InMobi, a marketing and monetization tech provider, sheds light on this digital shift, revealing intriguing insights that businesses across the region should heed.
The Mobile Revolution
The data indicates that an impressive 60% of participants are set to expand their online shopping budgets this festive season. This expansion entails that a whopping 90% will either maintain or raise their online expenditure from the previous year’s benchmarks.
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However, the game-changer this season is the overwhelming affinity for “hybrid shopping.” About 73% of respondents are gravitating towards this model, seamlessly integrating online and offline avenues, with mobile devices serving as the primary tool at every stage. The reasons? Shoppers are primarily lured by mobile-exclusive discounts and sheer convenience.
Inside the Shopper’s Mind The InMobi study dives deep, categorizing shoppers into three distinct personas:
- Category Explorers (58%) – These are the individuals who have product clarity but are brand agnostic.
- Bargain Hunters (29%) – This group requires attractive incentives before committing to a purchase.
- Brand Lovers (13%) – Loyalty is their hallmark. They are certain about the products and brands they fancy.
Remarkably, there’s a pronounced uptick in Category Explorers, suggesting that an increasing number of Southeast Asian consumers are becoming more discerning and open-minded in their shopping quests.
Fascinating Findings Some pivotal takeaways include:
- Over half the consumers are inclined to shop on their smartphones post-4 pm.
- Singular and double-digit sale festivals continue their reign as the most awaited sale events in the region.
- When it comes to online preferences, fashion, gadgets, and personal care items, including cosmetics, steal the show. Conversely, jewelry, home appliances, and festive groceries remain dominantly offline purchases.
The Road Ahead for Retailers Rishi Bedi, the Asia Pacific managing director at InMobi, opined, “Physical stores have historically been pivotal in Southeast Asia. However, observing the dominant role of mobiles in contemporary shopping habits is exhilarating. With the mounting enthusiasm for annual shopping festivals and an unprecedented zest for brand and product exploration, it’s imperative for marketers to stay engaged throughout the shopper’s journey across Southeast Asia.
