Southeast Asia Online Shopping in 2020: GenZs vs. Millennials

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As mobile technology and digital media have reached nearly every consumer in Southeast Asia (SEA), consumer preferences and habits in the region have changed significantly. Being online is no longer niche; people across SEA are using website, social media and ecommerce platforms to satisfy everyday needs.  

To discover what the region’s shift to digital media means for companies who sell to them, we surveyed over 1,000 consumers in SEA. The results, which have been analysed in this report, aim to provide readers with an overview of regional trends from three perspectives.

REPORT HIGHLIGHTS

MILLENNIALS SPEND MORE MONEY ONLINE AND BUY ONLINE MORE FREQUENTLY THAN GENZS

  • Across Southeast Asia (SEA), consumers aged 23 to 37, or millennials are more likely to shop online every week (34%) than consumers aged 16 to 22, or GenZs (16%). 
  • Millennials are also more likely to have spent the equivalent of US$100 online in 2019 for every major consumer goods category.

FACEBOOK IS THE MOST POPULAR SOCIAL NETWORK FOR MILLENNIALS, INSTAGRAM FOR GENZ. TIKTOK REMAINS NICHE

  • More SEA millennials use Facebook every day for 30 minutes (63%) than any other digital media apart from streaming video. 
  • Instagram is the most popular GenZ social network in the region, though in many countries Facebook is still used by a majority of GenZs as well. 
  • Fewer than 1 in 5 from either generation currently use TikTok for more than 30 minutes daily.

BOTH GENZS AND MILLENNIALS FIND INFLUENCERS HELPFUL ACROSS MANY PRODUCT CATEGORIES

  • Clothing and beauty products are the best categories for brands to use influencers for both GenZs and Millennials across SEA. 
  • Millennials are more open to influencers across other categories though - and find them most helpful when shopping for travel destinations.

SEA CONSUMERS LOOK FOR SECURITY AND POSITIVE REVIEWS WHEN CHOOSING ONLINE DESTINATIONS, NOT LOYALTY REWARDS

  • Around 8 in 10 SEA online shoppers said that website security and positive user reviews are among the most important considerations when deciding where to buy online. 
  • Surprisingly, only around 1 in 3 SEA consider loyalty rewards to be an important factor in choosing an online shopping destination.

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