Mobile users in APAC purchase more frequently from their devices, but are less satisfied than their counterparts elsewhere, according to a new survey.
The in-depth survey of mobile users from around the world was conducted by the Interactive Advertising Bureau (IAB).
APAC consumers take the lead
The IAB surveyed 3,800 respondents in 19 countries, including regional countries such as Singapore, China, Japan and Australia, and found that APAC consumers take the lead in frequent mobile purchases.
Specifically, a third of mobile users make a weekly purchase on mobile in APAC, which is higher than the worldwide average of a quarter of mobile users. China in particular boasts of a 47% weekly purchase rate on mobile.
On the flip side, respondents in APAC are 50% more likely to have a previous negative purchase experience, with only three in four consumers satisfied with their mobile purchase in the region compared to four in five globally.
As a result, APAC consumers are also 11% less likely to make a repeat mobile purchase in the next 6 months, says the IAB report.
The findings underscore the need for marketers in the region to be more transparent in their marketing efforts, and to address the negative purchase experiences cited as a key barrier to repeat purchase.
“Many markets in APAC are mobile-first, and consumers are now mature online buyers with more discerning tastes than the global average,” says Miranda Dimopoulos, CEO IAB Singapore.
“Advertisers who make an effort to understand their needs and craft the right messages have a tremendous opportunity to cut through the noise and seize market share.”
“While mobile purchasers are high in APAC, poor buying experiences have dampened initial enthusiasm,” says Regina Goh, IAB mobile committee chair and managing director at ad-tech provider Blis. “Sellers in the region need to consider the consumer’s journey from the first click to post-purchase to ensure customers are delighted and come back for more.”
The full IAB report can be downloaded here.