Thailand Leads Southeast Asia's Growth in Online and Mobile
Purchasing; Survey Finds Rise of Mobile Shopping in
Emerging Markets
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Singapore, 11 April 2012 - The gap in online
shopping between established and growth markets is
narrowing in Asia/Pacific largely due to increased
enthusiasm for mobile shopping in South East Asia markets,
according to the latest MasterCard
Worldwide Online Shopping Survey.
The survey, which serves as a benchmark that measures
consumers' propensity to shop online, was conducted across
25 markets between 5 December 2011 and 6 February 2012. The
report for the Asia/ Pacific[1]region included interviews
with 7,373 respondents from 14 markets who were asked
questions about their online shopping habits. The
survey and its accompanying reports do not represent
MasterCard's financial performance.
In terms of online shopping and purchase intent, the
results show that once again, the gap is closing for online
shopping in Asia/ Pacific markets between the "mature" and
"emerging" markets. Thailand leads the pack both in terms
of online shopping (80%) and likelihood to make an online
purchase in the next six months (93%), alongside China.
Korea (84%) and Malaysia (79%) also show high intent
to purchase over the next six months, with Vietnam also
showing similarly high intent to purchase (87%) despite a
low percentage of people using the internet for online
shopping (61%).
Overall, big increases occurred in Thailand (+13%),
Australia (+10%), Indonesia (+15%), New Zealand (+9) and
the Philippines (+15) in terms of online shopping, with
declines recorded in India (-14%), Singapore (-10%), and
Korea (-17%); although the latter still had high intent to
purchase (84%).
In keeping with the Southeast Asian
theme of growth in this space, Vietnam, which was
introduced into the study this year, boasts an index score
comparable to Malaysia and Indonesia.
Rise of Mobile Shopping
Although a majority (71%) of respondents said they
would rather use their laptop for shopping, the mobile
phone is rising rapidly as the device of choice for Asian
shoppers in emerging markets, with respondents in Thailand
(59%), China (37%), Vietnam (32%) and India (32%) all
leading more established markets.
Among the reasons given for using the mobile for shopping,
most said it was more convenient (57%) and also cited the
growing availability of apps that make it easier to do
(46%). Music (24%) and apps (31%) topped the list among
those who have made purchases through their mobile phones,
followed by coupon deal sites (17%), retailers for clothing
and accessories (17%), and cinema (16%).
"This survey shows that the markets once considered to be
emerging in South East Asia are now in fact challenging-and
in some cases overtaking-traditional and mature online
markets in the region," said Philip Yen, Group Head,
Emerging Payments, Asia Pacific Middle East Africa at
MasterCard Worldwide.
"On top of this, smart phones are gradually becoming the
trusted device of choice for shoppers in our region and
MasterCard is continually innovating to ensure convenience
and security for consumers when they purchase online."
Through the
MasterCard Mobile Money Partnership, MasterCard is
working with preferred platform partners Comviva, Sybase 365 and
Utiba to enable
consumers to purchase goods and services via their mobile
phones at millions of bricks and mortar and online
merchants worldwide, as well as transfer funds and pay
bills.
MasterCard and its Suite of Research Properties
The MasterCard Worldwide Index suite in Asia/Pacific,
Middle East and Africa includes the long-running MasterCard
Worldwide Index of Consumer Confidence, as well as the
MasterCard Worldwide Index of Women's Advancement,
Online Shopping,
Index of Financial Literacy, and the
Index of Global Destination Cities. In addition to the
Indices, MasterCard's research properties also include a
range of consumer surveys including Ethical
Spending and a series on
Consumer Purchasing Priorities (covering
Travel,
D ining & Entertainment,
Education,
Money Management,
Luxury, and General Shopping).
MasterCard also regularly releases Insights reports
providing analysis of business dynamics, financial policies
and regulatory activities in the Asia/Pacific, Middle East
and Africa region. Over 80 Insights reports have been
produced since 2004.
MasterCard has also released a series of four books on
Asian consumer insights, authored by Dr. Yuwa
Hedrick-Wong, Global Economic Advisor for MasterCard
Worldwide and published by John Wiley & Sons.
About MasterCard Worldwide
MasterCard
(NYSE: MA), www.mastercard.com, is a
global payments and technology company. It operates the
world's fastest payments processing network, connecting
consumers, financial institutions, merchants, governments
and businesses in more than 210 countries and territories.
MasterCard's products and solutions make everyday commerce
activities - such as shopping, traveling, running a
business and managing finances - easier, more secure and
more efficient for everyone. Follow us on Twitter , join
the conversation on The Heart of
Commerce Blog and subscribe.
Contacts:
Georgette Tan, MasterCard Worldwide, georgette_tan@mastercard.com,
(65) 6390-5971
Rob O'Brien, Weber Shandwick, robrien@webershandwick.com
(65) 6825 8064
Thailand, China, Japan, Korea, Australia, Malaysia. New
Zealand, Taiwan, Vietnam, Hong Kong, Indonesia, Singapore,
India. Philippines.
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