Tag: Consumer Insights

Indonesia – Shopping app sessions rose 4% globally during Ramadan 2024, but Indonesia saw an 11% surge, reflecting strong engagement and repeat usage, according to a report by Adjust.

Ramadan drives a surge in shopping as mobile-first consumers seek deals and Eid gifts. The report also highlights a surge in other app categories during Ramadan. In Indonesia and Pakistan, gaming and entertainment app engagement rose by 7% as many users unwind with digital entertainment after iftar, driving increased nighttime activity.

In Indonesia, fasting month routines further boosted mobile reliance, with utility app sessions up 10% for tasks like transportation, bill payments, and productivity. This shift underscores the role of mobile apps in ensuring a seamless and connected Ramadan experience.

To maximise impact during Ramadan, Adjust advises marketers to align their campaigns with these user behaviour trends.

The report finds that user activity peaks after Iftar (48%), post-Taraweeh prayers (38%), and early before fasting (24%). To maximise engagement, brands should time ads, promotions, and push notifications around these high-activity periods. Value-driven offers—such as limited-time discounts, bundle deals, and cashback rewards—can further drive conversions, appealing to price-conscious consumers actively seeking the best deals.

Beyond timing and offers, personalisation plays a key role in user engagement. Adjust highlights the importance of AI-powered recommendations and smart audience segmentation, leveraging browsing behaviour, location, and past purchases to boost conversions. Automated push notifications and in-app messages further enhance the user experience by delivering relevant content at the right moments.

With consumers frequently switching between apps, websites, and social media, a seamless omnichannel experience is essential. A unified strategy across platforms, paired with retargeting on Facebook, YouTube, Instagram, and TikTok, keeps brands top-of-mind and reinforces messaging across touchpoints.

In terms of content strategy, the report notes that videos, live streams, and interactive formats like quizzes and polls drive engagement, while culturally relevant Ramadan themes strengthen user connection. Content around meal prep, fashion, and gifting also serves as key engagement touchpoints, catering to seasonal interests and shopping behaviours.

Moreover, brands can deepen their connection with consumers by emphasising social good and community engagement. Adjust recommends fostering goodwill through charity partnerships, donation-matching programmes, and storytelling that highlights Ramadan traditions, reinforcing brand affinity during this meaningful season.

Finally, as the Eid shopping rush approaches, brands should be prepared with fast shipping, exclusive discounts, and fintech solutions that ensure seamless transactions, capturing last-minute demand and maximising sales.

April Tayson, regional vice president for INSEAU at Adjust, said, “Ramadan is a time of meaningful connection, and brands have an opportunity to contribute by delivering value through thoughtful engagement. With Adjust’s powerful measurement and analytics suite, marketers can optimise every step of the user journey, whether for Ramadan campaigns or year-round strategy.”

Indonesia – Advertising agency Moonfolks has released a new whitepaper revealing how economic pressures are reshaping Ramadan consumer habits in Indonesia, spotlighting frugal spending, local brand support, and community values.

The whitepaper examines how Indonesian consumers are navigating financial constraints while maintaining the spirit of Ramadan. The research highlights several key trends, including frugal spending, as people become more cautious about their holiday expenses, and growing disinterest in promotions, with consumers now rethinking the value of discounts.

The report also identifies the rise of “Ramadan LocaInomics,” a surge in pride for locally made products, fuelled by boycotts related to the Middle East conflict. Additionally, the study notes a return to core values, with the spirit of “Gotong Royong” (community togetherness) remaining strong, reinforcing Indonesia’s position as the world’s most generous country.

To navigate the changing consumer behavior this Ramadan, Moonfolks’ whitepaper suggests that brands should focus on affordability, transparency, and cultural relevance in promotions. Embracing digital tools like ‘Buy Now Pay Later’ (BNPL) and fintech apps can boost engagement, while purpose-driven campaigns and storytelling create emotional connections. Leveraging AI for precise targeting and adopting a community-centric approach will also help brands connect with local consumers and navigate Ramadan’s complexities.

Commenting on the release, Anish Daryani, founder, president director, and CEO at Moonfolks, said, “In yet another Ramadan shrouded by economic stress, declining earnings, and increasing costs, the ingenuity and creativity of consumers to overcome these challenges leave us with a feeling of awe. We have used these insights, and more, in developing all our Ramadan campaigns this year. We believe having years on the ground gives our brands an edge in staying ahead of the market challenges, ensuring we continue to deliver audacious commerce for them, even in times that are less favourable.” 

Elki Hendria, chief strategy and digital officer at Moonfolks, added, “There’s clearly nothing coming in the way of Indonesians making the most of their Ramadan. We call this the spirit of “Semangat,” which translates into “keep up the spirit” or even “keep fighting.”. “Pantang Menyerah” is another terms we use to imply “never give up”. We saw this during Covid-19, and we’re seeing this again during an economic squeeze. Brands need to fuel this spirit to win the hearts of consumers and a share of their wallets”. 

Indonesia – More than half of Glance users in Indonesia plan to increase their shopping budgets this Ramadan, with 50% expecting to spend over Rp 3m and 22% anticipating expenditures exceeding Rp 5m, according to a report by consumer technology company Glance.

Glance’s report also found that nearly 58% of Indonesian shoppers prefer to complete their Ramadan shopping four weeks before the holy month begins. Notably, big-ticket items like jewellery did not top their shopping lists, with consumers prioritising more personal and meaningful purchases.

Reflecting the festive spirit, clothing and accessories emerged as the top shopping category across both online (66%) and offline (61%) channels. Confectionery gifting was also a popular choice in both formats. Among online shoppers, home appliances (38%), beauty products (34%), and gadgets (34%) ranked high in preference, while offline shoppers prioritised groceries for home-cooked meals (53%), home décor (44%), and DIY hobbies (41%).

Glance, known for its smart lock screens, reported that during the 2024 Ramadan period, content related to ‘Mudik’ saw significant engagement, with 917.5 million glances (views) and 27 million taps.

Ramadan recipes also attracted strong interest as families prepared for Suhoor and Iftar, generating 380 million glances and 7 million taps. Stories about Eid traditions received 185.6 million glances and 4.3 million taps, highlighting widespread interest in cultural heritage.

Additionally, gaming recorded 37.9 million plays, while users spent 298 million hours watching video content. Fashion and health-related topics also drew notable engagement.

According to the report, user activity on the Glance smart lock screen platform peaked during the daytime hours leading up to Iftar, as many users spent more time on their mobile devices before breaking their fast. This period saw a notable increase in engagement with gaming—accounting for nearly 65% of users—along with a surge in time spent on OTT platforms, streaming services, and religious apps.

Bikash Chowdhury, chief marketing officer at InMobi and Glance, also stated, “Indonesian consumers are at the forefront of the digital revolution and among the most active mobile internet users in the Asia–Pacific region. They have made ‘glancing’ a massive phenomenon in the country, engaging with content across entertainment, gaming, and trends, while brand marketers tap into this behaviour to connect meaningfully with their audiences. We are excited to see Glance’s growth story continue to unfold in Indonesia in the coming years.”

“Glance has profoundly impacted how Indonesian consumers engage with content during Ramadan, where the platform saw a 30% increase in time spent and a 23% rise in engagement rates. This transformative shift presents marketers with an extraordinary opportunity to connect with an active audience building brand salience through tailored communication during this important period,” said Vasuta Agarwal, chief business officer of consumer and performance advertising at InMobi.

Singapore – The snacking and confectionery market across Asia Pacific (APAC) is booming, recording 10% growth in both volume and value in 2024, reaching a market valuation of US$64 billion, according to a new report from NielsenIQ (NIQ).

According to the report, the APAC snacking landscape is evolving, driven by demands for convenience, healthier choices, and a curiosity for new options, with 73% of consumers eager to try new brands. This curiosity is further fuelled by key discovery channels, including online reviews (38%), family and friend recommendations (36%), and offline visibility (31%).

NIQ’s report highlights that convenience, health consciousness, and mood-boosting snacks are key factors shaping consumer preferences in APAC.

The report reveals that convenience is the top priority for APAC consumers when choosing snacks, with 84% highlighting its importance. This is followed by preferences for low-calorie, healthier options (73%) and mood-enhancing snacks like stress relievers (69%).

Portion-controlled snacks are also growing in popularity among APAC consumers, with 33% incorporating meal kits or prepared foods into their snacking habits. 

Additionally, protein snacks are gaining popularity, with brands expanding their offerings beyond bars to include chips, ice cream, cookies, and more.

The report further highlights notable differences in healthier snack preferences across age groups. Boomers (60+ years) prioritise low-sugar options over low-calorie snacks or those with healthier ingredients, reflecting their focus on managing specific health concerns.

In contrast, Millennials (28–43 years) favour snacks with enhanced flavour, high fibre, and functional benefits, placing these attributes above low-sugar options as they balance health with versatility. Meanwhile, Gen Z (18–27 years) seeks snacks that enhance mood, offer bold flavours, and provide unique varieties, aligning with their desire for emotional well-being and novelty.

As health-conscious snacking continues to rise across APAC, NIQ emphasises that the confectionery industry is set to expand its range of health-orientated products to meet the growing demand for healthier options.

The report also found that, among APAC countries, Singapore leads the region in snack spending, with consumers averaging USD $121.30 per buyer in 2024. This marks the highest spending in the region, up from USD $119.30 in 2023.

According to the report, this growth is driven by strong performances in key categories, including gum and candy (+18%), other snacks (+15%), and chocolates (+7%) during the same period.

Beyond health, variety plays a crucial role, with 62% of APAC consumers valuing unique snack options. In Singapore, original, cheese, and spicy flavours are the top choices, while BBQ, spicy, and cheese dominate in Southeast Asia. Price sensitivity also remains a significant factor in consumer decisions, with price drops being the primary influence on brand selection.

UK – Heineken kicks off 2025 with a bold new global campaign for its non-alcoholic beer, Heineken 0.0, aimed at breaking the stigma around alcohol-free choices and championing the right to go alcohol-free without needing a reason.

Titled ‘0.0 Reasons Needed,’ Heineken’s latest campaign delivers a clear message: choosing to go alcohol-free shouldn’t require an explanation. The campaign is reinforced by a series of TVCs that humorously challenge common stereotypes, such as assuming someone is the designated driver or on a health kick.

By celebrating personal choice, the brand aims to uplift those who choose Heineken® 0.0 simply for its refreshing taste, empowering individuals to embrace moderation—whenever and however they want.

Nabil Nasser, global head of Heineken® Brand, shared, “The launch of Heineken® 0.0 in 2017 revolutionised the non-alcoholic space. A premium, high-quality brand offering a 0.0 has helped make moderation cool. It’s exciting to see this new research uncover a growing social acceptance of non-alcoholic drinks—not just accepted, but also something people see as a cool and confident choice.”

“That said, you can see there is still work to be done with the research spotlighting low and no alcohol judgement still exists, so we need to be dynamic and inventive around how we tackle these stereotypes. We’re proud of our great-tasting Heineken® 0.0 and its role in helping to remove the stigmas in this space so people can enjoy it without being judged. Perhaps someone is the designated driver, or maybe they just really fancy a refreshing Heineken® 0.0—our latest campaign shows the bottom line is, you don’t need a special reason to go alcohol-free,” Nasser further explained. 

Heineken 0.0’s new campaign is supported by a recently commissioned study with University of Oxford Professor Charles Spence, which highlights that going alcohol-free can still raise eyebrows—particularly among Gen Z.

The survey found that 21% of Gen Z in the UK, USA, Japan, Spain, and Brazil have hidden their non-alcoholic drink choices due to social pressures, with over one-third feeling pressured to drink alcohol in social settings.

Charles Spence, Professor of Experimental Psychology at the University of Oxford, explained, “Our study has uncovered some fascinating insights into evolving societal attitudes towards alcohol consumption. For many, alcohol is no longer the default in social situations—we’re seeing a shift towards more mindful consumption. Yet, in cultures where drinking alcohol is still predominantly viewed as the norm, opting out can be stigmatised. This is particularly true for Gen Zers and millennials.”

“For generations, alcohol has played a central role in the way humans socialise; therefore, dominant assumptions and stereotypes surrounding our drinking habits remain deeply ingrained in society,” Spence added. 

Heineken’s new campaign is part of the brand’s ongoing effort to expand the non-alcoholic beverage category and reshape consumer perceptions around alcohol-free choices. Beyond growing the market, Heineken seeks to ease social pressures tied to moderation and dismantle the stigma around opting out of alcohol, promoting the right to make judgement-free decisions.

Directed by Hanna Maria Hendrich and filmed in Barcelona, the TV commercials will air globally in January 2025. Heineken remains committed to promoting moderation through campaigns like “When You Drive, Never Drink” and its global sponsorship of Formula 1®.

South Korea –  Rather than splurging on brand-new designer items, a growing number of South Koreans, particularly younger generations, are embracing the flourishing second-hand market for luxury finds, according to a report by Canvas8.

Canvas8 reports that South Korea’s resale market for second-hand luxury has experienced remarkable growth, surging from ₩4t ($2.9b) in 2008 to a projected ₩43t ($31.2b) by 2025. Major platforms like Karrot, Bunjang, and Joonggonara, each boasting millions of active users, have propelled South Korea to become one of the world’s leading markets for second-hand goods, outpacing other major economies in both scale and cultural significance.

To explore this growing trend, the report examined potential economic factors and evolving consumer attitudes shaping the market.

The report highlights that the rise of second-hand luxury in South Korea is driven not only by evolving consumer preferences but also by broader economic trends. With the nation’s economy slowing, tighter budgets have made pre-owned luxury goods, often available at a fraction of retail prices, an appealing and practical alternative to brand-new items.

This economic shift is particularly evident among South Korea’s Gen MZ—a term referring to millennials and Gen Z born between 1980 and 2005—who are leading the charge toward second-hand luxury. This trend underscores a significant transformation in consumer values, as status, savings, and eco-consciousness emerge as the new currency in the country’s thriving resale market.

“While GDP growth remains strong at around 2.5–2.7%, it’s mostly driven by the export sector… The unfavourable economic situation makes many people reconsider their consumption patterns with regard to luxury,” Dr. Irina Korgun, PhD., a professor at Hankuk University of Foreign Studies, explained. 

The report also highlights that younger generations are driving this shift in mindset. Rather than seeing luxury purchases as symbols of lifelong ownership, they are adopting an “experience-first” approach—enjoying luxury items before reselling them, thereby making high-end fashion more accessible and dynamic.

Jaewha Choi, CEO of Bunjang, said, “These generations ‘experience’ luxury goods and quickly resell them rather than patiently save to buy new products and ‘own’ them forever.” This preference for accessibility and sustainability is reshaping the market and challenging traditional notions of luxury consumption.

Beyond economic factors, Canvas8 also found that a growing sense of environmental consciousness is also driving the appeal of second-hand luxury. Sustainability, along with the thrill of the hunt, plays a pivotal role in shaping consumer behaviour. 

Seah Joo, director of business development at Madeleine Memory Inc., remarked, “Consumers enjoy the hunt to find second hand products. It shows the diversification of preferences in Korean consumers as well as the sentiment that puts self-satisfaction over attention.”

Moreover, South Korea’s second-hand market is becoming an increasingly lucrative opportunity for savvy resellers. Beyond savings, some are now treating resale as a strategic investment.

Another key finding of the report is that, despite the growing enthusiasm for second-hand shopping, concerns over the security of online transactions are rising, particularly as fraud cases increase in the country.

Canvas8 found that in 2023, more than 1.34 million counterfeit products were imported into South Korea, with bags, shoes, and electronics being the most commonly targeted items. The rise in fraud cases has prompted platforms like Bunjang to strengthen their security features.

Shinae Lee, head of communications at Bunjang, emphasized, “We’ve been eliminating buyer risk, solving pain points throughout the whole e-commerce journey on our platform, and educating our consumers, to change people’s perception that second hand shopping is risky.”

The report highlights that with growing environmental awareness and the appeal of affordable luxury, South Korea’s second-hand market is set for continued growth. Platforms like Instagram and TikTok have redefined second-hand items, transforming them from symbols of financial struggle into sought-after vintage treasures.

Canvas8 further notes that brands are recognizing the potential of the second-hand luxury market. Major department stores like Lotte, Shinsegae, and Hyundai have created spaces for pre-owned luxury goods to cater to Gen MZ shoppers, who value exclusivity and sustainability and represent key future purchasing power.

Nick Morris, UK-based founder and managing director of Canvas8, said, “As the second hand luxury market evolves, it’s clear that South Koreans are no longer just looking for high-end goods—they are redefining what it means to shop for luxury, with an eye on both sustainability and security. With a growing market, rising consumer education, and innovative platform solutions, pre-loved luxury is here to stay in South Korea.”

Singapore – Majority or 88% of consumers in Southeast Asia rely on AI-driven content and product recommendations for purchasing decisions, with 83% willing to pay more for AI-enhanced shopping experiences, reveals a whitepaper jointly developed by Lazada and Kantar.

The report reveals that nearly two-thirds of respondents (63%) in Southeast Asia perceive AI as widely adopted in online shopping, with more than half identifying AI chatbots (63%), translations (53%), and visual product searches (52%), as key recognised features in ecommerce.

In terms of actual adoption, however, usage of these features remains below 50%—47% for AI chatbots, 40% for visual product searches, and 40% for translations. The report also indicates that only one-third of respondents found these features helpful in meeting their needs.

According to the whitepaper, the gap between perceived and actual effectiveness of AI features highlights an opportunity for ecommerce platforms to leverage AI and data insights, bridging this divide to boost customer satisfaction.

Interestingly, while only a few respondents found AI features in online shopping helpful, the report reveals a strong trust in AI-powered platforms. The majority rely on AI for personalised recommendations (92%) and product summaries (90%), with 88% making purchasing decisions based on AI-generated content and suggestions.

When examining consumer motivations for using AI in online shopping, over half of SEA respondents (52%) cited convenience as a primary reason for adopting AI in their personal lives. Similarly, 51% prioritise product and seller reviews, highlighting an opportunity to enhance review depth, relevance, and authenticity through AI technology.

Furthermore, a substantial majority of shoppers (83%) are willing to pay more for AI-powered shopping experiences. This willingness is linked to the positive benefits shoppers perceive, with nearly half of respondents (49%) indicating that AI enhances discovery, customer service, and overall enjoyment during online shopping.

James Dong, chief executive officer of Lazada Group, elaborated, “The launch of our inaugural whitepaper marks a pivotal moment in understanding how AI is shaping the future of eCommerce. As technology evolves, so do consumer expectations. This whitepaper explores the transformative potential of AI and provides insights into how businesses in Southeast Asia can harness it to create personalised, seamless, and smart shopping experiences.” 

“At Lazada, we are committed to staying at the forefront of innovation, ensuring that AI drives both efficiency and enhanced customer engagement across all touchpoints. Going forward, we will continue to invest in AI and cutting-edge technologies to revolutionise the eCommerce ecosystem,” he added. 

With 80% of respondents using AI features on eCommerce apps at least once a week, the whitepaper urges eCommerce platforms to seize the opportunity to enhance their AI integration efforts and provide more holistic and exceptional shopping experiences.

“AI has become an integral part of the eCommerce landscape, enabling smarter decision-making and more tailored customer experiences at scale. As we dive deep into how we can enhance AI algorithms to personalise product recommendations, optimise supply chains, and enhance customer service interactions, it is clear that AI will remain a key enabler in pushing the boundaries of what eCommerce can achieve. What excites me most is how we are building robust AI systems to solve complex technical problems in ways that directly improve the shopping experience for our customers,” said Howard Wang, chief technology officer at Lazada Group.

Philippines – Around 80% of Filipino respondents consider free shipping to be the most important factor when shopping with online stores or retailers, a study by Shopify showed.

The study found that the free shipping feature is a must for the majority of Filipinos when making purchases online. Other key considerations for Filipino shoppers include using mobile apps for online shopping (46%) and free returns (45%).

Meanwhile, for in-store purchases, 66% of Filipinos said attentive staff is their top priority. Additionally, 57% emphasised the importance of sufficient stock, while 52% highlighted the need for attentive customer service.

Bjarati Balakrishnan, head and director for Southeast Asia and India at Shopify, said, “Experiences in the store are really changing rapidly because, you and I, when we walk into a store today, we pop out a marketplace and read the catalogue in detail before we decide what to buy. We’re not really relying on the salesman to tell us all the details, like we used to 10 years back.” 

She continued, “Invest in unified commerce, but please get your basics right before you enter the world of (augmented reality, virtual reality, artificial intelligence). Let’s get catalogue and content assortment, inventory, pricing, and promotions right.” 

“I definitely think mainly the present is omnichannel. How it evolves into being more unified, more driven by technology, more driven by a unified experience for customers, so they feel, no matter where they want to buy you, they can find you, is really what the future is,” Balakrishnan further noted.

Singapore – Mobile shopping is the preferred choice for consumers across Asia Pacific, yet many brands and retailers are failing to keep up, resulting in frustration with the user experience, according to a recent report by VML. 

The report reveals that while physical retail is experiencing a resurgence in the West, consumers in Asia Pacific continue to favour online shopping. Globally, online spending dropped by 5% from 58% in 2023, indicating a shift towards more balanced shopping habits across both digital and physical environments, alongside a rising demand for in-person experiences.

However, the study found that in Asia Pacific, the decline in online shopping was far less pronounced, with only a 1% drop from 2023. The region continues to prioritise e-commerce, with India and China leading the way, where more than two-thirds of consumer spending still happens online.

As mobile shopping continues to dominate in APAC, consumers expect brands and retailers to adapt quickly. However, VML’s report revealed that many businesses have been slow to meet these expectations, resulting in frustrating user experiences across the region.

The report highlights that mobile devices have become the dominant shopping platform in Asia Pacific due to their affordability and accessibility, with 62% of consumers in the region now preferring to shop online via mobile.

Despite the strong consumer preference for mobile shopping, nearly half of APAC shoppers find the experience “difficult.” India faces the most challenges, with two-thirds of consumers reporting frustration with mobile shopping. The demand for improvement is clear, as 70% of APAC consumers believe brands and retailers need to significantly enhance their mobile shopping experiences.

Consumers are increasingly prioritising speed and convenience throughout their shopping journeys, with expectations for rapid delivery reaching new heights. According to the report, 29% of APAC consumers now expect their online orders to be delivered within two hours, reflecting a growing demand for near-instant gratification.. 

Research in the region further indicates that speed is particularly crucial for categories like pharmaceuticals and groceries, with nearly half of consumers expecting deliveries to be made in under two hours.

But speed goes beyond just delivery. According to the report, 70% of APAC consumers want a seamless, fast experience from product discovery to purchase, with Indonesia leading the way—where 80% of consumers expect a swift search-to-buy process.

With this, AI is also increasingly getting recognised for its potential to enhance efficiency and free up time. In Asia, optimism about AI’s future is strong, with 68% of consumers believing its benefits outweigh its drawbacks. However, the ANZ region is more cautious than its Asian counterparts. Nearly half of consumers in Asia are open to allowing AI to handle their shopping and organise their lives, reflecting a strong belief in AI’s potential to improve daily routines.

Meanwhile, the report also indicates that marketplaces like Amazon, Shopee, Tmall, and Lazada continue to dominate as the primary destinations for product discovery, contributing to 32% of consumer inspiration across the region. Notably, China leads the APAC market, with 63% of consumers using these platforms to browse for ideas. However, despite being the top choice for inspiration, their influence on actual purchasing appears to be waning, with marketplace spending in the region declining from 37% in 2023 to 28% in 2024.

Consumers are increasingly open to alternative purchasing channels, particularly as D2C investments rise in super apps like WeChat and Line. Interestingly, over half of APAC consumers express willingness to use a dating app developed by marketplaces such as Amazon, Tmall, and Lazada, showcasing their capacity for innovation and growth.

Moreover, social commerce is gaining significant global traction, with the Asia Pacific region setting the standard. An impressive 81% of consumers in this region have made purchases through social media, highlighting its widespread appeal.

TikTok Shops (or Douyin in China) dominate the social commerce landscape in China, Thailand, and Indonesia, with one in two consumers indicating they are most likely to make purchases on the platform. In contrast, in India, where TikTok is banned, Instagram has emerged as the leading platform, with over a third of consumers expressing a likelihood to transact there.

The study also revealed that Asian consumers are embracing live stream shopping, with 82% reporting that they have made purchases through this medium. In contrast, Australia and New Zealand lag behind, with just under one-third of consumers having participated in social live shopping events.

Nick Pan, chief commerce officer at VML APAC, shared, “The East skipped the desktop, leaping straight to mobile-first commerce, and Western businesses need to catch up. For consumers in the East, social platforms are the internet, making social commerce seamless and frictionless. The reach of social commerce alongside the immediacy of purchase are just two of the reasons why it should be right at the top of the agenda for consumer brands—especially for global brands wanting to expand to Asia.” 

VML’s report highlights the evolving definition of “consumer” as digital avatars become increasingly significant. Emerging technologies and channels are facilitating interactions that extend beyond the physical realm.

The lines between physical and digital consumers are increasingly blurred, as evidenced by the rise of gaming commerce. An impressive 91% of APAC consumers identify as “gamers,” with 70% of them spending money on in-game purchases. Notably, over half of APAC gamers feel that looking good in-game is just as important as looking good in real life.

Interestingly, blended realities even extend to the afterlife, with over half of APAC consumers showing interest in “post-death consumerism.” Thailand leads the way, with three-quarters wanting to participate. Additionally, 54% of consumers in the region are interested in using AI to engage in virtual conversations with deceased loved ones.

Beth Ann Kaminkow, global chief commerce office at VML, said, “The new era of consumers is upon us. Demanding to be at the centre of their own immersive omnichannel universe, brands and retailers are still playing catch-up on the new rules of commerce. Through this report, VML continuously seeks to better understand our future shoppers—uncovering what drives them to discover, engage, and ultimately, purchase—to help marketers redefine how they drive brands and businesses.”

Aadit Bimbhet, regional commerce director at VML APAC, added, “While the West sees a resurgence in physical retail, Asia Pacific reminds us that the future is still digitally driven. Global businesses can learn from the region’s mobile-first mindset, its embrace of social commerce, and its openness to AI-powered shopping. To win in APAC and increasingly globally, brands must prioritise seamless digital experiences, hyper-personalised engagement, and lightning-fast fulfilment.”

Singapore – A staggering 62% of APAC consumers, compared to 49% globally, express a desire for an AI clone by 2035 to manage shopping, administrative, and communication tasks for them, according to a report from dentsu.

The report also highlighted outsourcing trends, revealing that 88% of APAC consumers, the highest globally, are inclined to delegate work and personal scheduling duties to AI assistants, with several countries scoring notably above the regional average.

As more APAC consumers turn to AI assistants, dentsu’s study also predicts the rise of AI gatekeepers. These AI entities will manage recurring purchases, vet ads, and represent consumers in focus groups, streamlining brand interactions. The report indicates strong support for this trend, with 85% of APAC consumers wanting an AI assistant for these tasks by 2035, compared to a global average of 77%.

Interestingly, 70% of APAC consumers believe that by 2035, relationships with AI companions could be as fulfilling and rewarding as human relationships. This sentiment is particularly strong in India (81%) and China (78%).

With all these shifts, the report states that brands will need to become more perceptive in order to garner consumer attention in the AI-filtered and culturally reshaped reality on the horizon.

Consequently, consumers will increasingly prioritise emotional connections with brands, with 75% stating that their mood significantly influences purchase decisions. The study also reveals that most consumers wish to be more impulsive and actively seek experiences that evoke strong emotions.

Commenting on the report, Dominic Powers, chief growth officer at dentsu APAC, remarked, “Consumer Vision 2035 unveils the dawn of a transformative era across technology, culture, and consumer expectations. As we navigate towards an AI-filtered future, businesses must proactively adapt to meet evolving consumer needs. These insights serve as a compass for people-centred transformation, fostering long-term brand resilience and innovation.”