Singapore – Consumers in Southeast Asia (SEA) are eager to upgrade their devices in the next 12 months, according to a report from GrabAds, super app Grab’s advertising arm.
GrabAds’ report reveals that 50% of the app’s users are planning to upgrade their phones, while 34% are considering home appliances. Others are eyeing laptops (30%) and tablets (25%).
The report highlights an opportunity for telcos to align their marketing strategies towards consumers’ connectivity demands, with the average user having four connected devices. This includes smartphones (89%), laptops (72%), and smart TVs (69%).
As a result, users are seeking mobile data speed, with 25% willing to switch providers offering better data services and value.
Consumers are particularly interested in bundled packages, with potential subscribers preferring streaming services (62%), mobile discounts (55%), and home devices (45%).
Meanwhile, 72% of phone upgraders cite in-store experience as key to driving their purchase.
Additionally, GrabAds reports that family decision-makers heavily influence digital purchases in SEA. Parents with children aged 10 and above are also a key smartphone demographic, as they prioritise learning and connection.
“Grab’s SEA consumers are actively looking for better connectivity, smarter bundles, and faster devices. GrabAds enables brands to reach these decision-makers at key moments throughout their daily routines, to stay top-of-mind and influence purchasing decisions in a way that feels relevant and seamless within people’s lives,” Jennie Johnson, head of marketing at GrabAds, said.
