Hongkongers at home with mobile shopping
In this article (5)
Mobile shopping in Hong Kong and has now become a vital part of local consumers’ online purchasing habits, with more than two in every five of them having made purchases via their mobile device in the last three months, according to the latest Mastercard Online Shopping Survey.
The survey was carried out across fourteen markets in Asia Pacific — Australia, China, Hong Kong, India, Indonesia, Japan, Malaysia, New Zealand, Philippines, Singapore, South Korea, Taiwan, Thailand and Vietnam. A total of 8,738 consumers were polled online in November 2016.
Results show that well over three quarters (80%) regarded security of payment facility as a key consideration when shopping online.
The survey revealed that 44% percent of local consumers made a purchase through their mobile phones in the three months preceding the survey, up from 43% in 2015 and 38% in 2014, when the survey was first launched. An additional 14% did not make any purchases but intend to do so in the first half of 2017.
Convenience (55%) continues to be the key driver for mobile shopping, followed by the growing prevalence of apps (42%) that make it easier to shop and the ability to shop on the go (26%).
Regarding their mobile shopping habits, half of local consumers said they had downloaded a shopping app on a mobile device in the last six months. Clothing/accessories (34%) remain the key category purchased through mobile phones, followed by cinema tickets (26%).
Purchase of airline tickets shot up to 21% in 2016, compared to 10% in 2015, while transactions on hotel accommodations (21%) and personal care/beauty-care products (120%) remained relatively stable.
In terms of tools, group buying (29%) is increasingly used in Hong Kong, followed by digital wallets (17%) and financial investment apps/ in-social network marketplace apps (15% each).
The majority of consumers in Hong Kong (88%) made at least one purchase online in the three months preceding the survey, representing a 4% increase from 84% in 2015. Four in five local consumers revealed plans to shop online in the first half of 2017.
Questions & Answers
Q.What percentage of local consumers have made a mobile purchase in the last three months, and how does this compare to previous years?
What percentage of local consumers have made a mobile purchase in the last three months, and how does this compare to previous years?
Forty-four percent of local consumers made a mobile purchase in the three months before the survey. This figure has risen from 43% in 2015 and 38% in 2014, indicating a steady increase in mobile shopping adoption.
Q.What are the primary reasons consumers in Hong Kong choose to shop via their mobile devices?
What are the primary reasons consumers in Hong Kong choose to shop via their mobile devices?
Convenience is the main driver for mobile shopping, cited by 55% of consumers. The growing prevalence of apps (42%) and the ability to shop on the go (26%) are also significant factors influencing their decision.
Q.Which product categories are most popular for mobile purchases among Hong Kong consumers?
Which product categories are most popular for mobile purchases among Hong Kong consumers?
Clothing and accessories remain the most frequently purchased items through mobile phones at 34%. Cinema tickets are also popular at 26%, while airline tickets saw a significant rise to 21% in 2016.
Q.How important is payment security to Hong Kong consumers when they shop online?
How important is payment security to Hong Kong consumers when they shop online?
Payment security is a major consideration for Hong Kong consumers when shopping online. A significant majority, 80%, regarded the security of the payment facility as a key factor in their purchasing decisions.
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