Asia Pacific consumers demand immediate availability: GfK survey
By Digital News Asia January 15, 2013
- 8 of 25 countries in global survey from Asia Pacific – Australia, China, India, Indonesia, Japan, South Korea, Taiwan and Thailand
- Over a third of Asia Pacific consumers agreed they want shops and services to be available at all times
AS digital technology has become more prevalent globally, it has become a key driver of consumer trends, greatly influencing expectations, attitudes, behaviors and values. A recent GfK global study uncovered two key findings -- the growing importance consumers place on “instant, convenient access” and “best value” in goods and services.
In its latest Roper Reports Worldwide consumer trends study, GfK polled over 37,500 consumers (ages 15 and above) across 25 countries about their attitudes, behaviors and values across a range of topics.
Among the 25 countries were eight from the Asia Pacific region – Australia, China, India, Indonesia, Japan, South Korea, Taiwan and Thailand.
Findings from the research revealed that over a third (36%) of Asia Pacific consumers agreed that they want shops and services to be available at all times. In addition, consumers in this region also said that they need to be reachable constantly; while the Asia Pacific average was 55%, levels were significantly higher in countries such as India (68%), Indonesia (65%) and China (63%).
“Technology today is becoming very mobile, increasingly personalized and more on-demand, raising consumer expectations going forward,” said Jodie Roberts, Asia Pacific (APAC) regional director for GfK Consumer Trends.
“APAC consumers are expecting to have access to goods, services and entertainment around-the-clock and on-the-go, delivered wherever and whenever they dictate and in a format they demand,” she said.
According to the study, 58% of Asia Pacific respondents are in agreement that the most important thing about a brand is that it offers good value for money, and 43% said they prefer to own fewer but higher quality items.
In addition, consumers from this region are more likely to put time into researching brands before making a major purchase – the Asia Pacific average was 42%, but levels were significantly higher in India (66%), Taiwan (53%) and Thailand (47%).
“In order to succeed moving forward, it is important for businesses to realize that consumers are becoming more selective in their purchases,” said Roberts. “They are emphasizing quality over quantity, and expecting their products and services to be readily available.”
“In 2013, the continued diffusion of smartphones, tablets and the 4G network will ensure that more and more time pressured consumers everywhere will get to enjoy an increased ability to stay informed and in touch on the move – and they will consequently demand the products and services that they consume to keep up with their expectations,” she said.
The GfK Roper Reports Worldwide survey will be expanded to cover Malaysia, Singapore and Vietnam as well in 2013.
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