Brands matter to APAC smartphone buyers

CRM Innovation Editors
CRM Innovation
Brand ranks as the most common factor smartphone buyers in Asia-Pacific consider when purchasing a smartphone, a new report from Nielsen shows.
 
The report, “Decoding the Asian mobile consumer,” also reveals that word-of-mouth and social media also play a significant role in influencing consumers’ choice of smartphone in all nine markets covered in the survey.
 
Across Asia-Pacific, the majority of consumers list internet reviews and blogs and referrals from friends, colleagues and family as the most common factors influencing their purchasing decisions. Operating system features are also an important selection criteria.
 
The study noted that smartphone penetration in Asia-Pacific has continued to see exponential growth rates and in a number of markets is approaching saturation point and surpassing penetration in the US and many European nations.
 
Smartphone penetration in APAC has continued to see exponential growth in recent years, and in a number of markets is approaching saturation point and surpassing penetration in the US and many European nations.
 
The report covers trends in consumers’ smartphone ownership, behaviour and attitudes across nine Asia Pacific countries including Indonesia, Malaysia, Thailand, The Philippines, Australia, Hong Kong, China, India and Singapore.
 
Asia-Pacific smartphone penetration is highest in Hong Kong and Singapore at 87%, followed by Malaysia (80%), Australia (75%) and China (71%). Penetration in developing markets, while trailing the more developed markets in the region, is gaining traction - Thailand’s smartphone penetration is at 49% followed by Indonesia (23%), India (18%) and the Philippines (15%).
 

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