Tag: consumer trends

Singapore – A report from Carousell reveals that Singaporean users earned the highest in the region this year, averaging S$2,000 from selling secondhand items on the platform.

The report shows that Singaporean users led the region in earnings from selling secondhand items on Carousell, making approximately 70% more than their Hong Kong counterparts and 140% more than users in Malaysia.

As a result, the report found that Singapore’s secondhand furniture transactions helped save 21,970 tonnes of carbon emissions.

In addition, Singapore led the region in generosity, giving away more than 300,000 free items, including popular pieces like sofas and IKEA tables.

The report provided deeper insights into regional user behaviour, highlighting that Singaporeans are most active in selling items at 2pm and shopping at 10pm. Across the region, Carousell’s data indicates that users tend to be most active at night, with peak chat and search activity occurring at 10 p.m.

However, transactions peak in the evenings, with Singapore and Hong Kong users most active at 6pm, while users in Malaysia, the Philippines, and Taiwan prefer to transact at 9pm. Additionally, Singaporeans are most active in creating new listings during the afternoon, with peak selling activity observed at 2pm.

The most popular categories for buying, selling, and searching remain consistent throughout the day: hobbies & toys, women’s fashion, and furniture & home living. Interestingly, cars emerge as the second most-searched category during the late evening hours, between 9 and 11 p.m.

Carousell uncovered another intriguing trend: ‘Chair’ has surged 52 spots to become the second most-searched term, surpassing ‘iPhone.’ Meanwhile, Popmart’s collectible ‘Labubu’ has overtaken “Taylor Swift” to claim fifth place among the platform’s top searches.

Jing Zhi Peh, regional head of goods at Carousell, said, “Our leadership across key markets gives us unparalleled insights into how and what people are buying and selling every day, helping us develop features and programs that drive demand for secondhand goods.”

“As one of the region’s most popular classifieds marketplaces for buying and selling almost anything, Carousell aims to leverage our position to make it easy for anyone to participate in the circular economy and foster a culture of prioritising secondhand to make a meaningful impact on people and the planet,” Peh added. 

Singapore – Risk-taking and conscious consumerism are among the key trends that is set to shape social media in 2025, according to socially-led agency We Are Social’s latest report. 

We Are Social’s report has found that 59% of marketers are taking more risks by producing unusual content and forging partnerships with divisive creators. 66% of marketers have also boosted their ethical and sustainability messaging with more people becoming conscious consumers.

Additionally, the report emphasises the shift to a more relaxed and less-pressured online environment. It shows how the internet has become a place for escape, reminiscent of the 2000’s online space. 

Meanwhile, content creators are significantly shaping popular culture online, resulting to audiences delving more into entertainment. 

Fandoms are also trending, resulting to marketers gate-keeping content for intimate experiences. This includes customer-only initiatives and closed social channels.

Mobbie Nazir, We Are Social’s global chief strategy officer, said, “We know that a lot of people feel overwhelmed by their online experiences today; even spending time on social can be exhausting at times. That’s why it’s been so encouraging to see the emergence of ‘The Liveable Web’ as a theme this year – separating joy from progress and prioritising slower consumption. We also see more audiences actively seeking out more raw emotion and less sanitisation; this in itself is a creative gift to marketers everywhere – particularly those willing to take a few risks.” 

“Think Forward 2025’s predictions about the direction of social content highlights some really exciting trends for the creative minds in our industry. We can see that joy is creeping back into social, and this offers huge opportunities to the brands who are willing to lean into this. However, it’s clear from the survey responses that marketers are still falling behind when it comes to the vernacular of the online world – to really understand the fast moving and complex social, you have to be embedded in it,” Paul Greenwood, global head of research & insight at We Are Social, commented. 

Indonesia – More than half of Indonesians (52%) identify as need-based shoppers, with brand-loyal consumers (38%), price-sensitive shoppers (34%), and quality-focused buyers (30%) following in distant second, third, and fourth places, according to YouGov.

YouGov categorised consumers into distinct personalities: minimalist, need-based, environmentally conscious, socially conscious, quality-focused, brand loyal, trend-driven, price-sensitive, convenience-driven, impulse buyer, early adopter, and experiential consumer—each reflecting unique behaviours and motivations.

YouGov’s data shows that Indonesian women surpass men in need-based consumption, with 54% of women identifying as necessity-driven compared to 49% of men. Women also lead in brand loyalty (40% vs. 37%), price sensitivity (39% vs. 29%), and quality focus (31% vs. 28%).

Indonesian men, on the other hand, are slightly more inclined towards minimalism, with 25% identifying as minimalist consumers compared to 23% of women. They also exhibit more impulsive buying behaviour, with 13% of men identifying as impulse buyers versus 10% of women. Additionally, men are more likely to consider themselves socially conscious consumers (15% vs. 11%).

Interestingly, YouGov’s data also highlights a segment of consumers striving for more mindful consumption, a group that may be driving the trend of underconsumption.

A quarter of respondents (25%) reported owning fewer possessions in the past 12 months and adopting mindful consumption, identifying as minimalist consumers according to the survey.

The survey also provided insights into overconsumption among Indonesian consumers, revealing that fewer Indonesians make purchase decisions driven by trends, impulse buying, or the desire to be the first to try new products.

According to the survey, only one in ten Indonesians (12%) consider themselves impulse buyers, with even fewer identifying as early adopters (7%) or being driven by trends (7%).

Meanwhile, pulse chasers (trend-driven shoppers, impulse buyers, and early adopters) are often scrutinised in discussions about overconsumption. However, they play a crucial role as brand advocates, driving positive word-of-mouth. YouGov’s data suggests that post-purchase regret and a more thoughtful approach to consumption may shape their shopper personality.

Half of pulse chasers (51%) report frequently regretting impulse-driven, trend-fueled purchases over the past year. More men (17%) than women (11%) experienced this regret very often. Among those without regrets, men lead women (10% vs. 7%).

Additionally, 37%  of pulse chasers report regretting their purchases somewhat often, while an equal 37% regret them not very often. However, women (43%) are more likely than men (32%) to feel regret somewhat often.

YouGov also explored the financial impact of these purchases on consumers. The survey revealed that over a quarter (27%) of respondents spent between Rp 200,001 and Rp 400,000 on impulse-driven, trendy purchases over the last year. More than two in ten (23%) spent under Rp 200,000, while 31% spent over Rp 600,000.

Nearly four in ten (39%) have reduced their spending and purchased fewer items in the last 12 months, while 38% report no change. About a quarter (23%) have increased their spending.

The data also revealed that pulse chasers who reduced their spending cited becoming more mindful of their purchases as a key reason.

Among pulse chasers who reduced their spending in the last 12 months, 44% cite being more thoughtful about their purchases and focusing on necessity. For 21%, budget-consciousness and deal-hunting were key factors, while 19% opted for buying fewer items in favor of higher quality.

Meanwhile, a smaller proportion (15%) are motivated by the desire to reduce the environmental impact of their purchases.

“Brands must recognise that even some of their most enthusiastic, vocal customers are evolving to be more discerning. As consumers sharpen their focus on the environmental impact of their purchases, product quality, and budget mindfulness, brands must adapt to these shifting expectations to remain relevant and trusted,” YouGov wrote. 

India – Majority, or 86% of surveyed viewers in India, believe ads on streaming TV platforms boost a brand’s credibility, while 88% say they trust the brands advertised on these platforms, a report by Magnite revealed. 

The report reveals that streaming TV’s premium environment enhances brand credibility and trust, fostering consumer loyalty. This combination of trust and credibility significantly increases the likelihood of consumers making future purchases.

Magnite’s report also highlights that ads on streaming TV are notably more memorable for viewers. Compared to video-sharing platforms (VSPs), streaming TV achieves higher ad recall, with an 11% increase in unaided recall when an ad is shown multiple times.

This ad recall significantly impacts purchasing decisions, with 32% of streaming TV viewers in India stating they often buy a product after seeing it advertised.

Moreover, the report reveals that the premium nature of streaming TV drives positive brand outcomes. While 100% of streaming TV content is premium, nearly all (92%) of VSP viewers spend most of their time on non-premium content. Premium content fosters focused, intentional viewing, resulting in a highly engaged audience—86% of whom pay attention to ads in this environment.

“The combination of increased internet access coupled with smart TV adoption is powering the rapid growth of India’s streaming TV audience,” said Gavin Buxton, managing director for Asia at Magnite. 

“Our latest research highlights that advertising in streaming’s premium environment yields significantly better results than other digital formats. As streaming TV viewers in India increasingly opt for ad-supported content, advertisers who focus on integrating streaming into their media strategies have a unique chance to reach highly attentive audiences in a premium environment,” Buxton added. 

Prabhvir Sahmey, senior director of ad sales for India at Samsung Ads, also shared, “As the Indian market continues to embrace ad-supported streaming, Magnite’s research findings demonstrate that advertising on streaming platforms drives powerful results compared to other digital channels.”

“Amid the shift in consumer viewing habits, advertisers have valuable opportunities to plan their campaigns around premium streaming TV inventory. Streaming platforms that can consistently deliver an exceptional user experience, along with compelling content that meets the standards viewers have come to expect, will be able to retain subscribers and stand out in a crowded landscape,” Sahmey further explained. 

Singapore – Consumers across the Asia-Pacific region are largely enthusiastic about AI and new technologies but remain deeply concerned about the future, a new report by Ipsos revealed. 

Although the global debate over the benefits and risks of AI remains divided, the report highlights that people in Asia are optimistic about technological progress. In the Asia Pacific region, 68% of consumers believe AI is positively impacting the world, significantly higher than the global average of 57%.

According to the report, China is the most receptive to new technology, ranking first among the 50 global markets surveyed in terms of believing AI will have a positive impact worldwide.

Despite these positive figures, the report also found that many APAC countries continue to express concerns about AI.

Since 2013, the percentage of Indians who believe technological processes are negatively impacting their lives has risen by 19%, while in Japan, the figure has increased by 18 percentage points.

Concerns about AI, digital privacy, and security are also widespread, with seven in 10 consumers in the Asia Pacific region worried about how companies are collecting their personal information. These concerns are especially high in the Philippines (86%), Thailand, and Singapore (both 81%).

In addition to privacy concerns, the report uncovered intriguing insights. It found that young people in Asia are generally anxious about the future, with more than half (57%) of Gen Z in the Asia Pacific region expressing a preference for growing up in the era of their parents’ childhood—surpassing the global average of 51%.

The Ipsos report suggests that brands capitalise on the nostalgia trend by blending familiar traditions from the past with modern innovations.

Meanwhile, the report also highlights broad consensus on climate change, with 84% of people believing the world faces an environmental disaster unless the region acts swiftly. This concern has grown significantly in Australia, rising by 15% since 2013.

Most consumers in the Asia-Pacific region believe that individuals should not bear the responsibility of making further changes to their daily lives to address climate change. 

Three in four (73%) respondents stated they are already doing all they can to protect the environment, with this sentiment especially strong in Indonesia (91%), Thailand (89%), and the Philippines (87%).

In addition, three-quarters of those surveyed (75%) believe companies are not doing enough to address environmental issues. Alarmingly, a majority in India, Taiwan, Indonesia, and Thailand feel it is already too late to take meaningful action on climate change.

Hamish Munro, CEO of Ipsos APEC, commented, “This latest report highlights how our consumers and citizens think and feel in a world of rapid change and complexity, particularly around technological evolution, societal change, and climate change. The insights reveal a region that is open to transformation but wants its businesses to step up, guide the change revolution, and be leaders.”

“When it comes to climate change, consumers believe brands have a critical role to play in minimising harmful environmental effects. There is a real opportunity for brands to be environmental leaders and demonstrate their commitment to climate change efforts,” Munro added. 

Hong Kong – To effectively engage the influential Mainland Chinese expat demographic in Hong Kong and drive growth, brands must implement culturally attuned strategies, as outlined in a recent whitepaper by EternityX.

With exclusive research from EternityX’s ‘PilotX’ platform and a proprietary survey conducted with MobTech, the whitepaper acts as a strategic blueprint for brands aiming to capitalise on the high-value demographic of Hong Kong’s Mainland Chinese expat community. By gaining insights into the economic influence and cultural preferences of this demographic, brands can craft targeted campaigns that resonate profoundly and foster sustainable growth.

According to the report, Mainland Chinese expats, especially those aged 35–54, are an affluent and highly educated group holding influential positions in technology, marketing, and government sectors. In addition, more than 65% have a bachelor’s degree or higher, and 72% earn over HKD 40,000 per month.

The report also reveals that women in middle- and high-income brackets are leading substantial spending growth, with their investments in finance, real estate, and luxury goods far surpassing industry index averages.

This indicates that brands overlooking this key demographic risk missing out on a highly influential consumer segment.

Charlene Ree, CEO of EternityX, emphasised, “Mainland Chinese Expats are fundamentally reshaping Hong Kong’s business landscape. By strategically aligning with this group, brands can bridge business growth with deeper cultural integration, ensuring that their initiatives resonate and drive lasting market impact.”

Additionally, Mainland Chinese expats remain strongly connected to their cultural roots through platforms like WeChat, Douyin (known globally as TikTok), and Xiaohongshu. 

WeChat remains the leading platform, with over 80% of expats using it daily. Its multifunctional features—spanning social interaction, mobile payments, and e-commerce—make it the top channel for consumer engagement.

Meanwhile, Douyin and Xiaohongshu are increasingly being used for entertainment and purchase decisions, particularly by affluent expats seeking lifestyle inspiration. Brands have the opportunity to craft compelling content that engages expats in an organic, relatable way.

These channels are essential for brands aiming to build long-term loyalty and foster authentic engagement. The report highlights that incorporating culturally resonant content on these platforms can deepen connections and cultivate lasting trust.

EternityX’s whitepaper advises brands to analyse the media habits and advertising preferences of Mainland Chinese expats to craft more effective, culturally resonant campaigns.

The report finds that Key Opinion Leaders (KOLs) play a crucial role in influencing purchasing decisions, underscoring the need for brands to collaborate with KOLs to build credibility and trust. This is especially important for engaging younger Mainland Chinese expats who actively follow influencers on platforms like Douyin and Weibo.

Additionally, short-form video content, social media feeds, and in-app banners provide highly engaging touchpoints, offering brands direct access to expats’ daily lives. Utilising these channels enables brands to maintain constant visibility and drive higher conversion rates.

“The key to successful engagement lies in brands adopting a culturally attuned strategy. Whether through influencer collaborations or relevant content on trusted platforms, brands need to meet Mainland Chinese Expats where they are most active… while maintaining authenticity and respect for their cultural values,” Ree explained. 

To effectively engage the Mainland Chinese expat market, the whitepaper advises brands to reassess and adapt their strategies continually. They must regularly evaluate their marketing approaches to remain aligned with the evolving preferences of this demographic. By leveraging data-driven insights and the proven effectiveness of digital and influencer marketing, brands can cultivate loyalty and achieve sustainable long-term growth.

Moreover, to maximise ROI, brands should prioritise early adoption and tailored engagement across platforms like WeChat, Douyin, and Xiaohongshu to gain a first-mover advantage in a competitive market.

“This whitepaper is more than a strategy guide—it’s a call to action for brands to adapt, evolve, and harness the full potential of Mainland Chinese Expats. By understanding their unique behaviours and values, brands can create authentic connections that foster growth, loyalty, and long-term success,” Ree concluded. 

Singapore – Shoppers in the Asia Pacific region are increasingly prioritising flexible delivery options and real-time parcel tracking in their online purchases, according to a report by DHL eCommerce.

DHL’s report highlights the rising expectations for delivery times and real-time tracking among shoppers in the region, driven by the evolving online shopping landscape and the surge in social commerce.

According to the report, more than two in three online consumers in APAC consider next-day delivery essential, with 74% of respondents in Thailand and 72% in India echoing this sentiment. When it comes to delivery preferences, nine in 10 shoppers in India (89%), Malaysia (89%), and Thailand (94%) favour home delivery, reflecting a strong preference for convenience. 

However, there is also a growing demand for alternative delivery options, particularly once an item is out for delivery. Many online shoppers emphasise the importance of being able to redirect their parcels to a safe location, such as a neighbour’s home, a parcel locker, or a designated pick-up point, as well as the ability to change the delivery date. This flexibility significantly enhances the overall convenience of the shopping experience.

Moreover, 86% of APAC consumers anticipate end-to-end tracking for their international orders, highlighting the growing demand for real-time visibility and control throughout the delivery process. Respondents identified ‘quick delivery time’ and ‘real-time tracking’ as the two most critical factors for enhancing their overall delivery experience.

Aside from flexible delivery options, the report reveals that free returns are becoming a significant factor in purchase decisions for APAC shoppers, with 43% of consumers in the region indicating they will only shop with retailers that offer this option. 

Notably, India leads globally, with 67% of shoppers stating that free returns are a crucial criterion, influencing their choice of online retailers. Additionally, 67% of online shoppers in APAC prefer having a return label included with their parcels for easy returns. This expectation is particularly pronounced among Thai and Indian consumers, with 71% and 70%, respectively, expressing a strong desire for this convenience.

DHL emphasises that implementing flexible and cost-effective return policies is essential for businesses aiming to foster customer loyalty and drive repeat purchases.

International online shopping is on the rise, fuelled by the evolution of digital payments that enable a more seamless cross-border shopping experience for consumers. In the APAC region, nearly four in five shoppers (76%) make purchases from online retailers in other countries at least once a month, with 30% engaging in cross-border shopping on a weekly basis.

The report reveals that India is at the forefront of global cross-border purchases, with 38% of Indian shoppers making international purchases at least once a week. This trend is mirrored in Malaysia and Thailand, where 80% of consumers shop from overseas at least once a month, followed closely by 75% in both China and Australia.

Looking ahead, the report further notes that 37% of respondents anticipate increasing their online purchases from non-local retailers over the next 12 months.

The report highlights that to capitalise on this demand, businesses must prioritise security and transparency to reassure customers. Despite the growing enthusiasm for cross-border shopping, fear of fraud persists for at least one in two APAC shoppers, with Malaysians expressing the highest concerns about seller authenticity and transaction security.

Concerns about fraud and transaction security hinder consumers from increasing their international purchases. The report emphasises that businesses need to prioritise secure payment systems, transparent shipping information, and dependable delivery processes to build trust and foster repeat purchases.

Pablo Ciano, CEO of DHL eCommerce, said, “Asia Pacific consumers are driving demand for cross-border shopping like never before. This means that there is a tremendous opportunity for businesses to grow internationally if they sell and engage effectively. Specifically, with the rise of on-demand business models influencing today’s digital shoppers, ‘speed’ and ‘choice’ are everything. By addressing key consumer concerns such as transparent delivery times, flexible returns, and fear of fraud, retailers can capture the growing market.”