Singapore – Carousell Media Group (CMG) and the Interactive Advertising Bureau Southeast Asia and India (IAB SEA+India) have released a new report showing a digital disruption spurred on by the migration of users from offline to online with the new stay-at-home paradigm.
The IAB SEA+India surveyed more than 61,500 respondents who use CMG recommerce platforms in Singapore (carousell.sg), Hong Kong (carousell.com.hk), Vietnam (chotot.com), Malaysia (mudah.my) and the Philippines (carousell.ph).
This year’s regional research establishes the audience profile in each market, explores income, investing and spending habits, how respondents spend time online, streaming services to which they subscribe, their food and grocery shopping habits including use of meal delivery platforms, future purchasing plans, what influences their spending, and how and why they are shopping sustainably.
Regional CEO of IAB SEA+India, Miranda Dimopoulos, says there has been a seismic shift to online led by the Southeast Asia and Hong Kong regions, and on a scale never before seen.
“We’re seeing everything from mundane daily tasks to health and self development being enabled from your mobile device. We also see that CMG’s hyper-engaged audiences are prioritising sustainable shopping to protect the planet,” said Dimopoulos.
JJ Eastwood, managing director, Carousell Media Group, said, “It is also gratifying to see that our Carousell Group marketplaces are now synonymous with sustainability and social ethics, and we have seen a quantum increase in usage of our recommerce marketing platforms over the past two years.”
Eastwood further mentioned that this year’s survey builds upon research from last year, in partnership again with the IAB SEA+India, into Millennials and Sustainable Purchasing. “This year we drilled deeper into respondents’ financial habits which reveals that the largest spending category, both current and future, is local and international travel,” added Eastwood.
Commenting on the regional findings, Eastwood said, “We see a significant swing towards shopping sustainably to mitigate climate change and protect the environment, rather than purely to save money.” According to Eastwood, consumers are prepared to pay more for sustainably sourced or produced food and products.