APAC consumers shop more on mobile
In this article (5)
Mobile users in APAC purchase more frequently from their devices, but are less satisfied than their counterparts elsewhere, according to a new survey.
The in-depth survey of mobile users from around the world was conducted by the Interactive Advertising Bureau (IAB).
APAC consumers take the lead
The IAB surveyed 3,800 respondents in 19 countries, including regional countries such as Singapore, China, Japan and Australia, and found that APAC consumers take the lead in frequent mobile purchases.
Specifically, a third of mobile users make a weekly purchase on mobile in APAC, which is higher than the worldwide average of a quarter of mobile users. China in particular boasts of a 47% weekly purchase rate on mobile.
On the flip side, respondents in APAC are 50% more likely to have a previous negative purchase experience, with only three in four consumers satisfied with their mobile purchase in the region compared to four in five globally.
As a result, APAC consumers are also 11% less likely to make a repeat mobile purchase in the next 6 months, says the IAB report.
The findings underscore the need for marketers in the region to be more transparent in their marketing efforts, and to address the negative purchase experiences cited as a key barrier to repeat purchase.
“Many markets in APAC are mobile-first, and consumers are now mature online buyers with more discerning tastes than the global average,” says Miranda Dimopoulos, CEO IAB Singapore.
“Advertisers who make an effort to understand their needs and craft the right messages have a tremendous opportunity to cut through the noise and seize market share.”
“While mobile purchasers are high in APAC, poor buying experiences have dampened initial enthusiasm,” says Regina Goh, IAB mobile committee chair and managing director at ad-tech provider Blis. “Sellers in the region need to consider the consumer’s journey from the first click to post-purchase to ensure customers are delighted and come back for more.”
The full IAB report can be downloaded here.
Questions & Answers
Q.Which specific country in the APAC region shows the highest rate of weekly mobile purchases?
Which specific country in the APAC region shows the highest rate of weekly mobile purchases?
China has the highest weekly mobile purchase rate mentioned in the survey. Almost half of mobile users in China, 47%, make a purchase on their device each week.
Q.What is the primary reason given for APAC consumers being less likely to make repeat mobile purchases?
What is the primary reason given for APAC consumers being less likely to make repeat mobile purchases?
APAC consumers are less likely to make repeat mobile purchases because they are 50% more prone to having had a previous negative purchase experience, compared to other regions.
Q.What advice does the IAB report offer to marketers in the APAC region based on these findings?
What advice does the IAB report offer to marketers in the APAC region based on these findings?
The report suggests marketers in APAC need to be more transparent in their efforts and address negative purchase experiences. This is crucial for encouraging repeat purchases among consumers.
Q.How does the satisfaction level of APAC mobile purchasers compare to the global average?
How does the satisfaction level of APAC mobile purchasers compare to the global average?
In APAC, three in four consumers are satisfied with their mobile purchases. This is lower than the global average, where four in five consumers report satisfaction.
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