Tag: YouGov

Singapore – As Chinese New Year festivities call for a lot of family time and feasting, 43% of Singaporeans opt for soft drinks as their beverage of choice when entertaining guests, according to a research from YouGov.

While both men and women were equally likely to buy soft drinks, there were some differences among the age groups. Young adults aged between 18-24 were more likely than others to say this (53%), whilst adults aged 55 and above were more likely to not purchase soft drinks during this time.

YouGov’s data on the attitudes of Singaporeans show that they view seasonal promotions favourably, with 37% agreeing that seasonal marketing campaigns for soft drinks are memorable and help them remember the brand. 13% disagree with this thought, and half are divided over their opinion.

Amongst all the festive marketing campaigns for soft drinks, in-store promotions or discounts appear to be the most appealing to Singaporeans (56%). Promotions on e-commerce platforms are next most appealing (26%), ahead of TV advertisements (21%) and social media promotions (17%). Collaborations with other brands or celebrities or influencers are comparatively less well received, with only 1 in 10 saying they find it engaging.

Additionally, 31% of Singaporeans are also attracted to limited edition flavours, and 29% are likely to buy drinks with festive themed packaging.

When it comes to buying soft drinks, supermarkets are the most preferred places (69%). Less than half of this number buy from e-commerce platforms (31%) or via delivery services of supermarkets/ groceries stores (26%). 1 in 5 buy from wholesalers or discount stores (19%) and 1 in 10 through convenience stores (11%).

Lastly, YouGov also revealed the brands that Singaporeans are likely to buy, with Coca-Cola ranking first at 71%, followed by A&W Root Beer (47%), Sprite (42%), Pokka (42%), and Fanta (37%).

Singapore – A new survey from YouGov notes that DBS Paylah! was the most viewed payment provider by Singaporean consumers over the past 12 months, followed by Visa; in terms of which payment brand has the strongest brand equity amongst consumers in Singapore.

According to the survey, DBS Paylah! achieved the highest index score (27.5) in contrast to other payment provider players. For context, the index score is an overall measure of brand health, calculated as the average of its impression, quality, value, corporate reputation, customer satisfaction and recommendation scores.

Visa is the next most favourably viewed insurance brand (25.3) by consumers – followed by Mastercard (23.6), American Express (9.9) and UnionPay (1.3).

The survey also noted that DBS Paylah! also saw the largest year-on-year improvement in Index scores (+0.5), ahead of UnionPay (+0.4). In contrast, Mastercard (-2), Visa (-1.9) and American Express (-0.9) saw its average Index score dip year-on-year.

In terms of advertising awareness amongst consumers, DBS Paylah! Still ranked first, with almost one in four (24.2%) consumers, on average over the past year, recalled seeing its ads. Meanwhile, Visa (12.3%) and Mastercard (10.1%), and had the next highest ad awareness, while less than a tenth of consumers recalled seeing advertisements from American Express (6.3%) and UnionPay (1.4%).

Continuing on ad awareness, DBS Paylah! was the only leading payment provider that saw a year-on-year improvement in its ad awareness (+2.8%). American Express saw no change in its annualised ad awareness scores across years, while other payment providers registered a year-on-year dip in their advertising awareness: Mastercard (-1.8%), Visa (-1.2%) and UnionPay (-0.6%).

Lastly, DBS PayLah! also enjoyed the highest Purchase Consideration across major payment providers in 2023. When asked about which providers they were considering to process their next purchases, about two in five (41.4%) consumers, on average over the past year, selected DBS PayLah!.

In comparison, around a quarter say they were considering Visa (26%) and Mastercard (24.5%), while less than a tenth said the same for American Express (8.9%) and UnionPay (1.8%).

Singapore – With a 30.2% WOM exposure score, the nature-themed retail complex Changi Airport Jewel is Singapore’s most talked-about retail and leisure space over the month of November, data from YouGov BrandIndex revealed.

Changi Airport Jewel’s WOM exposure score indicates the percentage of consumers who have talked about it to family and friends over the past two weeks. With a score of 30.2%, it comes out ahead of other top sites.

Other well-known shopping malls and leisure attractions that made it to the list based on WOM scores are Gardens by the Bay (19.3%), Universal Studios Singapore (15.5%), VivoCity (12.9%), Bugis Junction (11.2%), Plaza Singapura (11.2%), Suntec City (10.7%), ION Orchard (10%), Marina Bay Sands (9.5%), and Somerset 313 (8.2%).

Changi Airport Jewel also snags the top spot on the list of leisure places of interest that consumers have heard the most good things about in the past two weeks, generating a net Buzz score of 34.2 over the month of November. This is followed by Gardens by the Bay (22.8), Universal Studios Singapore (14.3), VivoCity (12.7), Suntec City (10.8), ION Orchard (10.7), Plaza Singapura (10.6), Marina Bay Sands (10.6), Bugis Junction (9.6), and Somerset 313 (7.9).

Additionally, when asked about public places that they are considering visiting next, 38.2% of consumers also named Changi Airport Jewel. It’s consideration score places it on the lead, ahead of Gardens by the Bay (27.8%), VivoCity (23.8%), Suntec City (22%), ION Orchard (21.1%), Plaza Singapura (21%), Bugis Junction (19.7%), Universal Studios Singapore (16.9%), Marina Bay Sands (16.3%), and Somerset 313 (15.5%).

According to YouGov’s report, Changi Airport Jewel’s high scores can be attributed to the year-end travel season that boosts consumer chatter around the airport. However, its seasonal attractions, such as Changi Festive Village’s Candy Wonderland and Snow House at Terminal 3 and the Super Mario ‘Pipe Around the World’ at Jewel Mall, could have also contributed to the buzz among consumers.

Sydney, Australia – Following HubSpot’s recent announcement regarding Australia’s state of customer connection report, the latest data from market research company YouGov revealed the major challenges surrounding interactions between businesses and their customers, indicating the majority of Australian consumers cited unsolicited emails as a negative experience with the brand they engage with.

In particular, an average of 89% reported having encountered issues with low-quality products, inadequate customer service, and intrusive, irrelevant marketing (44%).

These repercussions indicated that 46% of the respondents expressed that receiving spam would weaken their relationship with a brand, and over a third (36%) said that they would unsubscribe from a business altogether due to such experiences.

In line with this, businesses face not only damage to their bottom line but also the risk of significant fines. These happened despite the Australian Communications and Media Authority’s intensified crackdown on unwanted emails, with recent cases citing Kmart’s $1.3 million fine for sending unwanted emails and Commonwealth Bank’s record $3.5 million penalty for spamming.

Furthermore, it was observed that the shift in consumer spending due to inflation has also influenced their preferences for interacting with brands. Such a lack of agility and tune-in from business resulted in decreased customer confidence, with half of Australian consumers (49%) agreeing that some brands have low staff competency (32%) and lack interest in improving their service (32%).

Another aspect contributing to negative customer experiences is the impact of unmet customer expectations. The findings revealed that this disconnection has affected half (51%) of surveyed business leaders in the past 12 months, emerging as a top-three pain point for 45% of Australian businesses.

Talking about these challenges, Kat Warboys, marketing director of APAC at HubSpot, said, “The bottom line is that effective connection is driven by quality communications, not quantity. The data suggests that brands aren’t routinely assessing their connection data and using this insight to inform their customer touch points. And it’s causing irreparable damage as consumers disassociate with the content.”

“Increasing unsubscription rates and decreased engagement metrics are important symptoms of poor customer connection, for example, social shares, email opens, and conversion rates. The first step is to look at the data and what it’s telling you while simultaneously reviewing how your brand is behaving across the business and its channels,” she continued.

Warboys also added, “Chances are, you’re not the only team trying to get customers’ attention, and the more communications businesses have, the more likely the audience is to switch off. The key here is alignment across the business and also with the customer, which means collaborating with customer-facing teams to understand the challenges and opportunities they’re observing from the front line.”

“Rather than relying on the same strategies as previous years, in 2024 marketers should reassess by testing, learning, and investing in the customer experience. Firstly, identify where your customers are happy to self-serve and ensure you’ve enabled them to do so, and where they expect a human touch. Secondly, look at where your target audience is spending their time and meet them there, which may mean pivoting away from email marketing if your audience prefers SMS,” Warboys explained.

With the recent results of their research, she further highlighted, “From our research, we know that declining customer spending and loyalty are keeping business leaders up at night. The good news is that technology is here to help businesses work smarter, not harder. It’s well documented that AI helps businesses save time, drive effectiveness, and increase productivity, leading to deeper and more scalable connections with customers.

“Instead of over-saturating communication channels in an attempt to win customers’ attention, invest in audience research, get laser-focused on segmentation and up-to-date targeting, and use the right channels to delight the right audiences. When backed up by personalisation and targeting, there’s no doubt that less is more,” Warboys concluded.

Singapore – According to the most current YouGov Surveys data, three out of every five Singaporean customers (61%) are members of at least one airline loyalty program. 

Singapore Airlines/Scoot KrisFlyer emerges as the preferred loyalty program, with nearly half (48%) of respondents members, much outnumbering Emirates Skywards (8%) and Cathay Pacific Asia Miles (6%), which rank second and third.

When asked which two major benefits they appreciate most as members of an airline loyalty program, more than half (55%) stressed the importance of redeeming their miles for discounted or free trips.

Approximately 38% of people consider seat upgrades to be the most important benefit, while 27% value airport lounge access, making up the top three most desired perks.

Travel savings on hotel bookings (20%) and more luggage allowance (18%) are the most popular incentives, outranking bargains on retail purchases (13%), priority boarding (12%), and dedicated customer service (6%).

Although the relative popularity of certain benefits is stable across genders, women have a significantly higher preference for redeeming miles for discounted or free flights (60% vs. 51%), while men prioritise airport lounge access (32% vs. 22%).

The most popular reward across various generations of airline loyalty club members is receiving discounts or redemptions on flight tickets, with Millennials indicating a particularly strong preference (62%). Furthermore, when compared to members of other age cohorts, Gen Z members of airline loyalty clubs are significantly more likely to value additional luggage capacity (23%).

When asked how they typically decide on foreign travel bookings, nearly half (47%) of airline loyalty program members said they start by researching possibilities among airlines with whom they have loyalty membership. 14% of this group said they generally limit their options to flights offered by those specific carriers.

Approximately one in every five people (21%) like to first look for flights that match their vacation plans before using their loyalty membership to narrow down the available possibilities. 

Nonetheless, 29% of respondents said their airline loyalty program membership has no bearing on their international flight ticket purchases.

Furthermore, men are substantially more likely than women to prioritise airlines where they have a loyalty membership at the start of their search for foreign flight tickets, with percentages of 51% and 41%, respectively.

Significantly, more than a third of Baby Boomers (35%) said their airline loyalty memberships have no influence on their selections to purchase overseas flight tickets.

Singapore – Around 35%, or more than a third, of Singaporean consumers are members of at least one hotel loyalty programme, a survey from YouGov revealed.

When asked about the top benefits hotel loyalty club members appreciate, the survey revealed that the most popular perk is redeeming loyalty points for a discounted or complimentary stay, with 43%, or more than two-fifths of respondents, saying they enjoyed it.

Additionally, around 31%, or close to one in three, cited early check-in and late check-out as the top advantages of their membership. The list rounds up with free breakfast at 28% as the third most popular perk.

Aside from the top three perks, around a quarter, or 26%, said they appreciate room upgrades the most, while some enjoy the discounted or priority access to hotel facilities that their membership offers.

The ranking of these loyalty membership perks also varies across different generations of members. Regardless of age, the discounted or complimentary stay offered by loyalty programmes remains the most popular perk for club members. However, it showed that Gen X (36%) members are more likely to hold free breakfast as their favourite perk, while Millennials (33%) prefer the room upgrade perk.

In terms of how they book their travel accommodations, over a quarter (27%) of loyalty programme members said they start off by searching among hotel chains of which they are a loyalty member before they narrow down the prices and proximity to their place of interest.

On the other hand, around two in five (41%) prioritise looking for hotels that are close to their place of interest before considering price and loyalty programme membership. Lastly, 30% first look for hotels within their travel budget before considering their loyalty programme membership and the proximity to their specific places of interest.

It is also worth noting that the survey found men (31%) to be more likely to prioritise hotels where they are loyal members when searching for overseas travel accommodations compared to women (21%). And across generations, Gen Z (34%) and Baby Boomers (30%) are significantly more likely to start their hotel search based on loyalty membership compared to Millennials (23%) and Gen X (26%) travellers.

The survey also revealed Marriot Bonvoy and IHG One Rewards as two of the most popular hotel loyalty programmes Singaporean consumers subscribe to.

About one in eight (12%) consumers are members of the Marriott Bonvoy loyalty program. This includes consumers at EDITION, The Ritz-Carlton, St. Regis, W Hotels, JW Marriott, Renaissance, Westin, The Luxury Collection, Sheraton, Delta, Fairfield Inn & Suites, City Express, Aloft, and Moxy.

Meanwhile, one in nine (11%) are subscribed to a loyalty programme from IHG One Rewards. This includes consumers at Regent, Six Senses, InterContinental, Kimpton, Hotel Indigo, Crowne Plaza, voco, Holiday Inn, Garner, avid, and Vignette Collection.

Also making it to the top list is Accor Live Limitless or Accor Plus, with one in fifteen (8%) consumers subscribed to loyalty programmes at Sofitel, MGallery, Raffles, Banyan Tree, Fairmont, Swissotel, Orient Express, Pullman, Angsana, Mondrian, Mövenpick Hotels & Resorts, Novotel, Mecure, Mantra, Tribe, ibis, and BreakFree.

Other hotels with popular loyalty programmes are Hilton Honors (8%), Shangri-La Circle (7%), and the World of Hyatt (6%).

Singapore – As workforces change along with the dynamic state of industries, global communications platform Slack has unveiled its new global research via YouGov designed to explore the different approaches and personalities in the workplace, and the impact of those differences on desk worker preferences and the adoption of technology and AI.

Data from Slack and YouGov mainly suggests that Singapore has the second highest number of individuals who thrive on virtual connectivity, mobility and adaptability, whilst Singapore workers are also ranked second in terms of leveraging AI at work. 

Going into specifics, the study revealed five dominant types of workplace personas in a Singapore workplace namely, ‘The Road Warrior’, ‘The Detective’, ‘The Networker’, ‘The Problem Solver’, and ‘The Expressionist’.

According to the survey of over 15,000 desk workers across nine markets, Singapore ranks high globally for its workforce’s comfort in building virtual connections and thriving in varied work locations. This type of worker, dubbed The ‘Road Warrior’, makes up 26% of the Singapore workforce and prioritises flexibility over all else.

The most common traits of Singapore ‘Road Warriors’ include working away from their desk (91%) and working wherever they want in a way that fits their schedule is the most important to them (46%). They describe themselves as adaptable (85%) and colleagues describe them as being most likely to work from a new location (26%).

In contrast, Singapore reports fewer ‘Detectives’ (21% compared to 30% globally)—those with a knack for seeking and sharing information—compared to other regions. Singapore’s comparatively younger workforce is a factor here, with Detectives found to be most common amongst older workforces. 

Singaporeans classified as ‘Detectives’ are best described as organised (94%), with a preference for figuring things out on their own (85%), sharing information with others on the team, and finding the right information as quickly as possible. Colleagues describe this persona as the best at digging up information (42%), and most likely to know everything going on at the company (52%).

With this in mind, the research also revealed that one in four desk workers globally are currently working with AI (26%), with the highest usage being in Singapore (34%) and India (54%). 

Notably, the personas identified in the research showed differences in how they approach the adoption of new technology, such as AI, in the workplace. Detectives and Road Warriors feel the least supported with the introduction of new technology, with 15% of each group globally feeling their company provides little or no training or information. 

This highlights the importance for  Singapore businesses to better understand the training and skills gaps that workers need the most support with, especially in getting a better handle on how to best introduce AI.   

Talking about the findings, Derek Laney, Slack technology evangelist, APAC, Salesforce, commented, “Whether you have five or 5,000 people, every workplace has a unique ecosystem of personalities, skill sets and working styles.

“With Singapore’s culturally diverse workforce, recognising these differences is vital for businesses that want to provide a truly empowering environment for their staff. No two employees work exactly alike, leaders must embrace a flexible management approach and versatile technologies so people can play to their unique strengths at work,” he added.

Singapore – With over one in three consumers subscribed to it, Netflix has emerged as the most popular streaming service in Singapore. In this latest data, market research company YouGov also indicated that the same platform encompasses the largest proportion of contented customers garnering an 83% average satisfaction rating.

Among the platforms, Disney+ is the next most popular, with one in six (17%) subscribers. Singtel TV and StarHub TV are also tied at the same level, with around one in ten consumers indicating they are subscribers. Amazon Prime Video, Viu and Apple TV+, on the other hand, were noted to have less than one in ten consumers subscribed.

Furthermore, consumer satisfaction is relatively higher, as Disney+ and Amazon Prime ranked the second highest satisfaction rates at 74% and 73%, respectively.  Viu’s rating also remains favourable with over two in three subscribers expressing their satisfaction. This percentage is higher than satisfaction with Apple TV+ (61%) and SingTel TV (60%) services, with around three-fifths of the way there. Over half of StarHub TV (56%) subscribers also said they are satisfied customers.

The data also revealed the factors affecting consumers’ willingness to pay for streaming or TV subscriptions. More than one-quarter cited these factors as not being TV watchers (28%) and finding the costs of streaming subscriptions too high (27%). Other common reasons include having difficulty finding what they want to watch (13%), poor viewing quality or experience (7%), and poor or no internet connection (6%).

Singapore – More than four in five, or 84%, of Singaporeans said banks and financial institutions are liable to scam losses to a great extent, data from YouGov showed.

The data from YouGov’s survey revealed that nearly half of Singaporeans claim they receive scam texts, calls, or messages on a weekly basis (48%). Meanwhile, one in seven receives such communication daily (14%), and the rest receive it monthly (19%), every few months (10%), or longer than that (3%).

Interestingly enough, men (52%) are more likely to receive scam texts, calls, or messages than women (44%) on a weekly basis. And among generations, GenX feels the most targeted, with more than half of them (52%) saying they receive such communication on a weekly basis.

The data also revealed that among the different types of scams, online shopping or classified scams have been the most common at 15%. This type of scam is where people receive fake items or do not receive items at all. This is closely followed by job scams at 14%.

Not far from the previous numbers, 13%, or at least one in ten Singaporeans, have also been victims of investment scams, which is the same percentage as the victims of bank or card phishing scams. Aside from these, 9% have been victims of loan scams and social media phishing scams, and 53%, or more than half, have never been victims of any scams.

Among these various types of scams, a worrying number half of Gen Z have already been victims of a scam, with bank or card phishing scams being the most common type (15%). This is followed by investment scams and social media phishing scams (14% and 13%, respectively).

Meanwhile, job and employment scams top the list for millennials (16%), followed by online shopping scams (15%) and investment scams (14%). And for GenX, online shopping scams have been the most common (19%), followed by job scams (15%) and investment scams (14%).

Looking at the victims, one in seven (14%) admitted to losing money, and three in ten (30%) haven’t experienced it but personally know someone who lost money due to a scam. On the other hand, half (50%) have neither been victims themselves nor know anyone who has been scammed for money.

With the concerning issue of scamming and loss of money due to a certain scam, the data from YouGov revealed that Singaporeans hold banks and financial institutions most accountable for bearing scam losses, with 84%, or more than four in five respondents, saying they are liable to some or to a great extent.

After banks, 77%, or three-quarters, believe that bearing losses lies with the consumer, while 76% each for telcos and the government.

To protect themselves from scams, three-quarters of Singapore residents ignore or block unknown emails and phone numbers (75%). Other than this, 69% do not share personal details or financial information with anyone, 64% avoid downloading software and mobile apps from unknown sources, 61% won’t transfer money to anyone they haven’t met, and 61% verify numbers and emails before taking any action to prevent any financial fraud.

It is also worth noting that older generations, such as Gen X and Baby Boomers, are more likely to take countermeasures against scams than Gen Z and millennials.

YouGov’s survey comes after the Monetary Authority of Singapore (MAS) and Infocomm Media Development Authority (IMDA) proposed a Shared Responsibility Framework (SRF) for phishing scams in Singapore. This newly proposed framework requires financial institutions and telecommunication companies to share the responsibility for scam losses should they fail to discharge prescribed duties.

The survey data showed that most Singaporeans view the framework positively and believe it will be effective in strengthening the accountability of all the parties involved in mitigating scams, especially banks and financial institutions (78%). Meanwhile, seven in ten expect telcos to become more responsible due to this development (70%), and nearly two-thirds think it will make consumers more accountable (64%).

Singapore – Despite repeated outage and service disruption experienced by customers of DBS, the Singaporean multinational bank has its brand health register much higher than of rival banks in the region, according to a recent report from YouGov.

Latest data from YouGov BrandIndex shows that Buzz scores for DBS, which measures whether consumers have heard more positive or negative things about a brand in the past two weeks, plunged 18 points after the recent outage, from 23.8 on October 14 to 5.8 by October 16.

However, DBS’ net scores for Impression, which track the general impression consumers have towards a brand; and Satisfaction, which track whether a brand’s customers are mostly satisfied or dissatisfied with it, did not see a drastic slump.

Consumer impression of DBS – which had grown significantly from 36.4 on September 23 to 51.3 on October 14 – saw a clear drop immediately after the recent outage. But by October 23, it returned to largely similar levels as a month ago.

Notably, there was likewise no significant decline in the percentage of consumers who would consider banking with DBS, over the week following the outage. DBS’ Consideration scores (which track the percentage of Singapore residents who would consider engaging the brand when they are next in the market for financial services) dipped just 2.8 points from 40.1 on October 14 to 37.3 by October 23.

Lastly, DBS’ Index score, referring to an overall measure of brand health calculated as an average of Impression, Quality, Value, Reputation, Satisfaction, Recommendation scores) of 35.8 on October 23 remains markedly higher than its major local rivals OCBC (18.5) and UOB (20.1), as well as digital competitor Trust Bank (20.5), which is backed by Singapore’s sole national trade union centre.