Festive season has different meanings across Asia-Pacific but they all have something in common — lots of shopping. However, the global pandemic has shifted most shopping to mobile. According to AdColony’s Holiday Shopping Survey, Indonesia (94%), the Philippines (93%), and Thailand (91%) have the highest share of consumers that prefer to make purchases on their smartphones. More than half of shoppers in Japan (71%), Malaysia (81%), Singapore (67%), and Australia (54%) also preferred using their phones to buy online.
To avoid physical contact and contain the spread of COVID-19, more than 82% of consumers in Asia-Pacific prefer to order items online and have them delivered to their homes. As such, it is vital for brands and businesses to provide a seamless shopping experience for consumers when they shop on their mobile devices.
At least 52% of consumers in Australia, Malaysia, the Philippines, Thailand, and Indonesia said an easy payment process matter most for the shopping experience on a mobile device, the report added.
Moreover, consumers now also have a tendency to plan ahead and research more online as they become more savvy and informed before making their purchases. To ensure that they are getting a good deal, on average 57% of consumers in the region will research for competitive prices, and 55% will look up product reviews.
Here is a look at various markets in SEA:
Gaming picks up
Last month AdColony also inked an exclusive partnership with global in-game advertising platform, Anzu. AdColony will now offer Anzu’s market-leading blended in-game advertising solutions across both display and video to brands and agencies in Asia Pacific. The in-game advertising platform Anzu blends real-world brand ads into gameplay across PC, console, and mobile games, and claims to offer advertisers comprehensive ad viewability and programmatic capabilities.
According to a statement, this comes as gaming sees a rise in Asia with more than 1.5 billion consumers in Asia Pacific being gamers, and 70% playing games daily on their mobiles. Furthermore, 40% claim to play more games since the COVID-19 outbreak.
Anzu’s CEO and co-founder, Itamar Benedy commented, “APAC is really the epicenter of worldwide gaming, and Anzu is thrilled to bring the combination of our programmatic in-game advertising experience with AdColony’s offerings to the region. This partnership represents a major opportunity for advertisers who are ready and eager to reach these ultra-engaged audiences.”
Tom Simpson, AdColony’s SVP for APAC said, “We passionately believe that gaming is the new and improved social media for marketers in terms of connecting with consumers at scale. This opportunity has been accelerated in recent months with the pandemic, and 2020 has seen an enormous uplift in the demand for new solutions for brands to reach gaming audiences. This partnership allows AdColony’s expertise in APAC markets to combine with Anzu’s global-leading blended in-game ad technology to offer a unique solution for brands to connect with consumers seamlessly in and around their favourite games.”
(Photo courtesy: 123RF)