亞太地區(qū)購物行為分析報(bào)告-培訓(xùn)課件外文版2024.4

DIGITAL

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TRENDSShoppingbehaviorintheAsia-PacificregionCHAPTER

01OverviewHouseholdfinalconsumptionexpenditurepercapitaintheAsia-Pacificregionin2022,bycountry(inU.S.dollars)HouseholdfinalconsumptionexpenditurepercapitaAPAC2022,bycountryConsumptionexpenditurepercapitainU.S.dollars05,00010,00015,00020,00025,00030,00035,000AustraliaHongKongNewZealandSingaporeJapan32,517.7829,315.9425,792.7923,505.2119,409.27MacaoSouthKoreaBrunei16,262.6615,718.678,867.46MalaysiaChina6,857.824,465.33ThailandMongoliaPhilippines3,516.122,758.22,537.683Description:In2022,thehouseholdfinalconsumptionexpenditurepercapitainAustraliaamountedtoapproximately32.51thousandU.S.dollars.Incomparison,thehouseholdfinalconsumptionexpenditurepercapitainTimorLesteamountedto860.23U.S.dollarsin2022.ReadmoreNote(s):Asia,APAC;2022Source(s):WorldBankLeadingretailersintheAsia-Pacificregionin2021,byretailrevenue(inbillionU.S.dollars)LeadingretailersAPAC2021,byretailrevenueRetailrevenueinbillionU.S.dollars0

20

406080100120140JD.comInc.(China)126.39Seven&iHoldings(Japan)*AeonCo.Ltd.(Japan)76.9172.19Woolworths(Australia)*AlibabaGroupHoldingLtd./NewRetail&DirectSales(HongKong)ColesGroupLtd.(Australia)41.3240.6528.5522.82RelianceRetailLtd.(India)A.S.WatsonGroup(HongKong)*WesfarmersLtd.(Australia)22.3322.09FastRetailingCo.Ltd.(Japan)*SCo.Ltd.(China)19.8819.8319.37E-MARTInc.(SouthKorea)*CPALLPlc.(Thailand)*17.644/statistics/192181/leading-10-retailers-of-asia-and-pacific-in-2010-based-on-salesIn2021,theChinesecompanyJD.comwastheleadingretailerintheAsia-Pacificregion,witharetailrevenueofabout126billionU.S.dollars.Seven&iHoldingsCo.,Ltd.cameinsecond,witharetailrevenueofnearly77billionU.S.dollarsin2021.

ReadmoreNote(s):Asia,APAC;FY2021;*Revenueincludeswholesaleandretailsales.Figureshavebeenrounded.ReadmoreSource(s):DeloitteShareofonlinespendingintheAsia-Pacificregionin2023,byselectedcountryShareofonlinespendingAPAC2023,bycountryShareofonlinespending30%0%10%20%40%50%60%70%ChinaIndia64%64%ThailandAustraliaJapan59%53%49%5Description:Accordingtoa2023surveyamongconsumersintheAsia-Pacificregion,64percentoftheconsumerspendinginChinawasonline.Incomparison,shareofonlinespendinginJapanwas49percentin2023.

ReadmoreNote(s):Asia,APAC;April6toApril20,2023;shopperswhoshoponlineatleastonceamonthSource(s):WundermanThompsonCommerceE-commerceshareoftotalretailintheAsia-Pacificregionin2022,bycountryorterritoryE-commerceshareoftotalretailAPAC2022,bycountryorterritoryE-commerceshare15%0%5%10%20%25%30%35%ChinaSouthKoreaJapan33%25%16%15%AustraliaSingaporeNewZealandThailandHongKongIndonesiaTaiwan14%12%11%11%10%9%Vietnam8%India6%PhilippinesMalaysia5%1%6Description:ChinaappearedtobethemostenthusiasticAsia-Pacificcountryintermsofe-commerceadoption,with33percentofitstotalretailsalesowingtoe-commercein2022.Contrastingly,e-commerceaccountedforjustonepercentofthetotalretailsalesintheMalaysiaduringthesameyear.ReadmoreNote(s):APAC;2022Source(s):PPROFrequencyofusingsocialcommerceinAsiain2023,bycountrySocialcommerceusagefrequencyAsia2023,bycountryShareofrespondentsIregularlyshoponsocialmedia(morethan6timesinthelast12months)Ihavesometimesshoppedonsocialmedia(3-6timesinthelast12months)Irarelyshoppedonsocialmedia(1-3timesinthelast12months)Inevershoponsocialmedia0%20%13%40%60%80%100%120%JapanSouthKoreaSingaporeIndia12%13%62%27%27%24%25%16%34%27%21%38%42%35%37%37%40%26%21%27%26%30%16%18%21%20%19%TaiwanHongKongMalaysiaPhilippinesIndonesiaThailandVietnam17%15%11%9%6%4%4%21%22%32%19%58%58%24%28%12%9%9%China70%17%7/statistics/1375208/asia-social-commerce-usage-frequency-by-countryAccordingtoasurveyconductedbyRakutenInsightinFebruary2023,70percentofrespondentsfromChinaregularlyshoppedonsocialmedia.Incomparison,62percentofrespondentsinJapannevershoppedonsocialmediaasofFebruary2023.

ReadmoreNote(s):Asia;February9to28,2023;120,338respondents;16yearsandolderSource(s):RakutenInsightShareoflivestreamcommerceshoppersintheAsia-Pacificregionin2023,byselectedcountryShareoflivestreamcommerceshoppersAPAC2023,bycountry90%81%80%75%73%70%60%50%40%30%20%10%0%31%15%ChinaIndiaThailandAustraliaJapan8Description:Accordingtoa2023surveyamongonlineshoppersintheAsia-Pacificregion,81percentoftherespondentsinChinahavepurchasedproductsusinglivestreamcommerce.Incomparison,15percentoftherespondentsinJapanusedlivestreamcommerceasof2023.ReadmoreNote(s):Asia,APAC;April6toApril20,2023;shopperswhoshoponlineatleastonceamonthSource(s):WundermanThompsonCommerceCHAPTER

02OnlineshoppingShareofinternetuserswhomadeweeklyonlinepurchasesintheAsia-Pacificregionin2022,bycountryorterritoryShareofinternetuserswhomadeweeklyonlinepurchasesAPAC2022,bycountryShareofinternetusers0%10%20%30%40%50%60%70%80%ThailandSouthKoreaIndonesiaIndia66.8%65.6%62.6%62.3%61.9%61.3%61%ChinaMalaysiaSingaporePhilippinesVietnam61%60.7%Taiwan60.3%AustraliaHongKongNewZealandJapan53.4%50%49.3%41.6%10Description:In2022,66.8percentofinternetusersinThailandmadeanonlinepurchaseeachweek.Incontrast,theshareofinternetuserswhomadeweeklypurchasesinJapanwas41.6percentin2022.

ReadmoreNote(s):Asia,APAC;Q32022;16-64years;internetusersSource(s):DataReportal;Meltwater;WeAreSocialShareofinternetuserswhomadeweeklymobilecommercepurchasesintheAsia-Pacificregionin2022,bycountryorterritoryMobilee-commerceweeklyusagerateintheAPACregion2022,bycountryShareofinternetusers0%5%10%15%20%25%30%35%40%45%50%SouthKoreaMalaysiaTaiwan44.3%37.7%37.7%37.5%PhilippinesIndonesiaSingaporeVietnamThailandChina36.8%35.3%34.4%31.8%30.9%HongKongIndia28%26.5%25.1%25.1%NewZealandAustraliaJapan19.4%11Description:In2022,44.3percentofinternetusersinSouthKoreamadeanonlinepurchaseviaamobilephoneeachweek.Incontrast,theshareofinternetuserswhomadeweeklymobilepurchasesinJapanwas19.4percentin2022.

ReadmoreNote(s):Asia,APAC;Q32022;16-64years;internetusersSource(s):DataReportal;Meltwater;WeAreSocialShareofinternetuserswhomadeweeklyonlinegrocerypurchasesintheAsia-Pacificregionin2022,bycountryorterritoryInternetuserswhomadeweeklyonlinegrocerypurchasesAPAC2022,bycountryShareofinternetusers0%5%10%15%20%25%30%35%40%45%50%ThailandSouthKoreaIndonesiaIndia45.2%45.2%38.1%35%China30.5%29.3%29%28.7%TaiwanSingaporeMalaysiaVietnam27%AustraliaHongKongPhilippinesNewZealandJapan24%23.8%23.1%19.2%13.7%12Description:In2022,45.2percentofinternetusersinThailandmadeanonlinegrocerypurchaseeachweek.Incontrast,theshareofinternetuserswhomadeweeklyonlinegrocerypurchasesinJapanwas13.7percentin2022.

ReadmoreNote(s):Asia,APAC;Q32022;16-64years;internetusersSource(s):DataReportal;Meltwater;WeAreSocialShareofinternetuserswhomademonthlydigitalcontentpurchasesintheAsia-Pacificregionin2022,bycountryorterritoryInternetuserswhomademonthlydigitalcontentpurchasesAPAC2022,bycountryShareofinternetusers0%10%20%30%40%50%60%70%80%90%IndiaVietnam81.6%78.2%78.2%ChinaAustraliaNewZealandThailand73.8%69.7%68.3%66.9%66.7%IndonesiaPhilippinesHongKongTaiwan63.5%62.9%MalaysiaSingaporeSouthKoreaJapan62.6%59.2%59.2%40.2%13Description:In2022,81.6percentofinternetusersinIndiamadeandigitalcontentpurchaseeachmonth.Incontrast,theshareofinternetuserswhomakemonthlydigitalcontentpurchasesinJapanwas40.2percentin2022.

ReadmoreNote(s):Asia,APAC;Q32022;16-64years;internetusersSource(s):DataReportal;Meltwater;WeAreSocialCHAPTER

03PaymentmethodsShareofe-commercepaymentmethodsintheAsia-Pacificregionin2022Shareofe-commercepaymentmethodsAPAC2022Shareofpaymentmethods0%10%20%30%40%50%60%70%80%DigitalwalletCreditcard69%11%Debitcard7%Account-to-account(A2A)BuynowpaylaterCashondeliveryOther5%4%3%1%15Description:In2022,digitalwalletaccountedforthelargestshareofe-commercepaymentmethodsintheAsia-Pacificregionwith69percent.For2026,thesharewaspredictedtoevenincreasetoashareof73percent.

ReadmoreNote(s):Asia,APAC;2022Source(s):WorldpayShareofpointofsale(POS)paymentmethodsintheAsia-Pacificregionin2022ShareofPOSpaymentmethodsAPAC2022Shareofpaymentmethods20%

25%0%5%10%15%30%35%40%45%50%DigitalwalletCreditcardCash47%21%15%DebitcardPOSfinancingPrepaidcard14%2%2%16/statistics/1039168/apac-share-of-point-of-sale-payment-methodsIn2022,digitalwalletaccountedforthelargestshareofpoint-of-salepaymentmethodsintheAsia-Pacificregionwith47percentofpayments.Comparatively,cashpaymentsmadeup15percentofpoint-of-salepaymentsintheAsia-Pacificregionin2022.ReadmoreNote(s):Asia,APAC;2022Source(s):WorldpayShareofinternetuserswhousedmobilepaymentservicesmonthlyintheAsia-Pacificregionin2022,bycountryShareofinternetusersusingmobilepaymentsAPAC2022,bycountryShareofinternetusers20%0%5%10%15%25%30%35%40%45%TaiwanHongKongThailandIndia42.2%38.4%33.5%32.8%32.1%SingaporeVietnam27.4%27.3%AustraliaMalaysiaSouthKoreaChina25.5%25.3%25.3%PhilippinesIndonesiaNewZealandJapan24.2%24%21.7%17.3%17Description:Inasurveyconductedin2022regardingtheusageofmobilepaymentservices,42.2percentofrespondentsinTaiwanstatedthattheyusedmobilepaymentservicesmonthly.Incomparison,forthesamesurvey,17.3percentofrespondentsinJapansaidthattheyusedmobilepaymentservicesmonthly.ReadmoreNote(s):Asia,APAC;Q32022;16-64yearsSource(s):DataReportal;GWI;Meltwater;WeAreSocialCHAPTER

04ShoppingchannelOmnichannelretailusageinAsiaasofNovember2023,bycountryorterritoryandchannelOmnichannelretailusageAsia2023,bycountryandchannelBrowse

products

online

andOrder

products

online

andOrder

products

opick

them

up

frombuy

them

in

a

retail

store

pick

them

up

in

a

retail

storeChina56%55%48%44%22%29%50%46%44%59%56%49%42%44%19%28%7%HongKongIndonesiaIndiaJapanSouthKoreaMalaysiaPhilippinesSingaporeThailandTaiwan10%21%18%30%32%46%31%Vietnam19Description:AccordingtoasurveybyRakutenInsightamongconsumersinAsia,browsingproductsonlineandbuyingtheminaretailstorewastheleadingshoppingchannelasofNovember2023.FindingtheitemandpurchasingthemonlinewasapopularshoppingchannelformostsurveyedAsiancountries,with69percentoftherespondentsinSouthKoreaandTaiwanusingthischannelasofNovember2023.ReadmoreNote(s):Asia;November9to30,2023;134,097respondents;16yearsandolderSource(s):RakutenInsightLeadingchannelstoshopduringtheholidayshoppingperiodinAsiain2023,bycountryorterritoryLeadingchannelstoshopduringtheholidayshoppingperiodAsia2023,bycountryShareofrespondentsBothonlineandinphysicalshops40%

60%OnlineonlyInphysicalshopsonly80%0%20%100%120%ChinaIndonesiaIndia55%45%1%2%37%31%26%61%63%5%5%Vietnam69%SouthKoreaTaiwan25%24%24%64%10%73%3%5%7%MalaysiaSingaporeJapan71%19%18%16%74%60%22%ThailandPhilippinesHongKong78%5%15%15%72%76%13%9%20Description:AccordingtoasurveyconductedbyRakutenInsightinNovember2023,shoppingbothonlineandinphysicalshopswasthemostpopularshoppingchannelduringtheholidayshoppingperiodinmostsurveyedAsiancountries.Incomparison,55percentoftherespondentsinChinapreferredshoppingonlineonlycomparedto45percentusingbothonlineandphysicalchannelsasofNovember2023.ReadmoreNote(s):Asia;November9to30,2023;90,002respondents;16yearsandolderSource(s):RakutenInsightShoppingchannelpreferenceforonlineluxurybrandandservicepurchasesinAsiafrom1stquarterof2022tothe3rdquarterof2023ShoppingchannelpreferenceforonlineluxurypurchasesinAsiaQ12022-Q32023InaphysicalstoreOnlineviamobileOnlineviacomputer/laptopOnlineviatablet100%90%80%70%60%50%40%30%20%10%0%Q1'22*Q2'22Q3'22Q4'22Q1'23Q2'23Q3'2321Description:Inthethirdquarterof2023,47.3percentofonlineshoppersinAsiamadetheirpurchasesontheircomputers,whereas51.5percentpreferredmobiledevices.Incomparison,nearly8in10affluentshoppersstillpurchasedluxurygoodsandservicesinphysicalstores.ReadmoreNote(s):Asia;Q12022toQ32023;3392respondents;18yearsandolder;affluentandhighnetworthindividualsfromChina,HongKong,Japan,andSingapore;*Onlineviamobile/tabletincludesonlymobile.Thisquestionwasphrasedbythe[...]

ReadmoreSource(s):AltiantPreferencetoshoponlineorofflineforbeautyandcareproductsinSoutheastAsiain2023,byselectedcountryPurchasepreferenceforbeautyandcareproductsSEA2023,bycountryOnlineOffline11.4%BothNopreference8.81%100%90%80%70%60%50%40%30%20%10%0%6.13%8.5%12.85%16.91%14.73%15.31%22.93%21.72%17.72%23.86%40.74%48.45%52.81%53.82%56.91%56.21%30.2%21.51%18.07%15.66%13.33%11.44%IndonesiaThailandVietnamMalaysiaMyanmarPhilippines22Description:Accordingtoa2023surveyconductedamongSoutheastAsiancountries,over30percentoftherespondentsinIndonesiapreferredtoshoponlineforbeautyandcareproducts.However,in-storeshoppingwasthemostpreferredwaytoshopforbeautyandcareproductsinallsurveyedSoutheastAsiancountriesasof2023.ReadmoreNote(s):Asia;January2023;7,082respondents;18yearsandolderSource(s):StandardInsightsCHAPTER

05ShoppingplatformsHighestgrossingshoppingappsinSoutheastAsiain2022,byselectedcountryandin-apppurchaserevenue(in1,000U.S.dollars)TopgrossingshoppingappsSEA2022,bycountryandIAPrevenueSingapore4439.31130.06Philippines296.6933.43Indonesia266.05176.8442.22Malaysia227.7Thailand69.75VietnamCarousellLootBoy6.7538.4550.82WallapopChoTot16.9417.58756.0415.08Kaidee743.34BuyandsellMyBestColors89.3624Description:In2022,Carousellwastheshoppingapplicationwiththehighestin-apppurchase(IAP)revenueinSingapore,thePhilippines,Indonesia,andMalaysia.Theapp'sIAPrevenueinSingaporewascloseto4.44millionU.S.dollarsin2022.

ReadmoreNote(s):Asia;2022;includestop3topgrossingshoppingappsinaselectedcountrySource(s):AppMagicMostdownloadedfreeshoppingappsinSoutheastAsiain2022,byselectedcountryandnumberofdownloads(inmillions)MostdownloadedfreeshoppingappsSEA2022,bycountryandnumberofdownloadsIndonesia48.2228.7312.989.26Vietnam24.02Thailand12.58Philippines12.06Malaysia5.38Singapore0.56ShopeeLazada15.0913.278.42.870.39TokopediaBliBliIndomaretPoinkuOKXE6.033.032.922.58ChoTotTikiLotus's5.784.052.09SHEIN7.872.610.41JDCENTRALANike3.272.9325Description:In2022,ShopeewasthemostdownloadedfreeshoppingapplicationinIndonesia,Vietnam,thePhilippines,andMalaysia.TheShopee2.2apphadover48.22milliondownloadsinIndonesiain2022.InThailand,Lazadawasthemostdownloadedshoppingappwithover13.27milliondownloadsin2022.ReadmoreNote(s):Asia;2022;includestop5mostdownloadedfreeshoppingappsinaselectedcountrySource(s):AppMagicLeadingsocialmediaplatformsforshoppinginAsiain2023,bycountryLeadingsocialmediaplatformsforshoppingAsia2023,bycountryMost

usedDouyin(TIkTok)81%%Facebook63%%Instagram70%%TikTok56%%Second

mostusedPinduoduo70%%Instagram48%%Facebook57%%Instagram49%%Instagram30%%Instagram44%%TikTok53%%Third

mosWeChatChinaHongKongIndiaYouTubeYouTubeFacebookYouTubeTikTokIndonesiaJapanLINE33%%MalaysiaPhilippinesSingaporeSouthKoreaTaiwanFacebook57%%Facebook70%%Facebook53%%KakaoTalk48%%Facebook65%%Facebook63%%Facebook74%%InstagramTikTokInstagram45%%Instagram47%%Instagram34%%TikTok52%%YouTubeYouTubeInstagramYouTubeThailandVietnamTikTok49%%26Description:AccordingtoasurveyconductedbyRakutenInsightinFebruary2023,74percentofrespondentsinVietnamhavepurchaseditemsonFacebook.FacebookwasalsothemostusedsocialcommerceplatforminThailand,Taiwan,Malaysia,thePhilippines,Singapore,andHongKongasofFebruary2023.ReadmoreNote(s):Asia;February9to28,2023;100,935respondents;16yearsandolderSource(s):RakutenInsightMostusedfooddeliveryappsinAsiaasofApril2023,bycountryorterritoryMostusedfooddeliveryappsAsia2023,bycountryMost

usedMeituanWaimai93%FoodPanda72%GoFood75%Second

mostusedEle.me74%Third

mostusedKoubei4%ChinaHongKongIndonesiaIndiaDeliveroo50%GrabFood57%Swiggy74%Fooddeliveryapps18%ShopeeFood28%Zomato80%Dunzo4%JapanUberEatsJapan50%Baemin80%Demae-can47%Yogiyo42%Fastfooddeliveryapps24%Coupangeats12%Fastfooddeliveryapps5%Fastfooddeliveryapps17%Deliveroo9%SouthKoreaMalaysiaPhilippinesSingaporeTaiwanGrabFood79%FoodPanda70%GrabFood84%FoodPanda80%GrabFood56%GrabFood66%FoodPanda77%GrabFood62%FoodPanda54%UberEats71%LINEMAN53%Baemin23%Fastfooddeliveryapps5%FoodPanda19%ThailandVietnamNow22%27Description:AccordingtoasurveyfromRakutenInsightconductedinAsiainApril2023,MeituanWaimaiwasthemostusedfooddeliveryappinChina,with93percentoftherespondentsselectingtheapp.GrabFoodandFoodPandawerethemostusedfooddeliveryappsinSoutheastAsiaasofApril2023.ReadmoreNote(s):Asia,APAC;April13to30,2023;118,327respondents;16yearsandolderSource(s):RakutenInsightCHAPTER

06HolidayshoppingMostpopularproductcategoriesduringholidayshoppinginAsiain2023,bycountryorterritoryMostpopularproductsduringholidayshoppingAsia2023,bycountryMost

popularSecond

popularConsumerelectronics74%Third

popularCosmeticsandbeautyproducts73%Consumerelectronics47%ChinaApparelandfootwear85%Apparelandfootwear81%Apparelandfootwear75%Apparelandfootwear73%Apparelandfootwear69%Apparelandfootwear69%Apparelandfootwear67%Apparelandfootwear66%Apparelandfootwear61%VietnamCosmeticsandbeautyproducts54%Cosmeticsandbeautyproducts40%Consumerelectronics49%SouthKoreaHongKongIndonesiaTaiwanConsumerelectronics35%Cosmeticsandbeautyproducts45%Consumerelectronics49%Cosmeticsandbeautyproducts54%Consumerelectronics53%Cosmeticsandbeautyproducts50%Cosmeticsandbeautyproducts45%Jewelryandfashionaccessories41%Cosmeticsandbeautyproducts44%PhilippinesThailandSingaporeConsumerelectronics46%Cosmeticsandbeautyproducts52%Consumerelectronics49%29Description:AccordingtoasurveyconductedbyRakutenInsightinNovember2023,apparelandfootwearwasthemostpopularproductcategorytoshopforduringtheholidayshoppingseasoninAsia.ConsumerelectronicsandcosmeticswerealsopopularcategoriestoshopforduringholidayshoppinginAsiaasofNovember2023.ReadmoreNote(s):Asia;November9to30,2023;90,036respondents;16yearsandolderSource(s):RakutenInsightShareofconsumerswhoshoppedorplannedtoshopduringtheholidaysalesinAsiain2023,bycountryorterritoryShareofconsumerswhoshoppedorplannedtoduringtheholidayAsia2023,bycountryShareofrespondents0%10%20%30%40%50%60%70%80%90%100%ChinaTaiwan94%84%Vietnam79%78%76%76%ThailandPhilippinesHongKongSingaporeMalaysiaIndonesiaIndia73%71%63%62%SouthKoreaJapan54%28%30Description:AccordingtoasurveyconductedbyRakutenInsightinNovember2023,94percentoftherespondentsinChinahaveshoppedorwereplanningtoshopduringtheholidaysales.Incomparison,28percentoftherespondentsinJapanwereplanningtoshopduringtheholidaysalesasofNovember2023.ReadmoreNote(s):Asia;November9to30,2023;126,065respondents;16yearsandolderSource(s):RakutenInsightLeadingreasonstoshopduringtheholidayshoppingperiodinAsiain2023,bycountryorterritoryLeadingreasonstoshopduringtheholidayshoppingperiodAsia2023,bycountryMost

popularSecond

popularSpecialholidayreleases26%Atmosphereanddecorations29%Buyinggifts50%Third

popularAtmosphereanddecorations17%Specialholidayreleases28%Havingmoremoneytospend44%Havingmoremoneytospend31%Buyinggifts30%TaiwanSales93%Sales85%Sales83%Sales81%Sales75%Sales74%Sales70%Sales69%Sales67%MalaysiaPhilippinesVietnamHongKongSingaporeIndiaSpecialholidayreleases32%Atmosphereanddecorations32%Buyinggifts41%Havingmoremoneytospend30%Specialholidayreleases34%Havingmoremoneytospend24%Specialholidayreleases29%Atmosphereanddecorations35%Buyinggifts28%SouthKoreaJapanBuyinggifts33%31Description:AccordingtoasurveyconductedbyRakutenInsightinNovember2023,salesweretheleadingreasontoshopduringtheholidayshoppingperiodinAsia.HavingtobuygiftswasanotherpopularreasonconsumersinAsiashoppedduringtheholidayshoppingperiodasofNovember2023.ReadmoreNote(s):Asia;November9to30,2023;90,002respondents;16yearsandolderSource(s):RakutenInsightCHAPTER

07ConsumerpreferencesLeadinginfluencesonconsumersintheAsia-Pacificregionin2023LeadinginfluencesonconsumersAPAC2023Shareofrespondents0%5%10%15%20%25%Socialmediainfluencers/bloggersFamilymembersFriends21%17%14%Celebrities7%In-storesalesassistantsStreamers6%5%SportstarsandathletesColleagues3%3%BusinesspeopleJournalists2%1%1%Politicians33Description:Accordingtoa2023surveyamongonlineshoppersintheAsia-Pacificregion,socialmediainfluencershadthehighestratesofinfluenceonconsumers.Incomparison,journalistsandpoliticianshadtheleastinfluenceonconsumersintheAsia-Pacificregion,withonepercentoftherespondentsselectingthemeach.ReadmoreNote(s):Asia,APAC;April6to20,2023;shopperswhoshoponlineatleastonceamonthfromChina,Japan,Australia,India,andThailandSource(s):WundermanThompsonCommercePreferencetobuypremiumorluxuryitemsinselectedAsia-Pacificcountriesin2023,bytypePreferencetobuypremiumorluxuryitemsAPAC2023,bytypeAustralia18%27%17%42%49%21%9%China16%41%23%55%51%29%7%India22%44%36%64%63%30%17%12%24%29%26%41%12%Japan8%South

Korea4%AlcoholicdrinksBagsandaccessories20%13%17%19%8%37%21%39%38%14%3%Cars,motorcycles,andbicyclesClothingandshoesConsumerelectronicsCosmeticsandbodycareDetergentsandcleaningproductsDIYandgardenproductsFoodandnon-alcoholicdrinksFurnitureandhouseholdgoodsHouseholdappliancesPCsandlaptops2%8%7%2%3%11%18%20%30%11%12%16%21%30%7%7%5%9%12%23%22%4%14%13%3%Petproducts34Description:Accordingtoasurveyfrom2023,55percentofrespondentsinChinapreferredtobuypremiumorluxuryclothesandshoes.Incomparison,39percentofrespondentsinSouthKoreaboughtpremiumorluxuryclothingitemsin2023.

ReadmoreNote(s):Asia,APAC;October4,2022toSeptember29,2023;81,152respondents;18-64years;residentialonlinepopulationSource(s):ConsumerInsightsCriteriaforselectingbodycareandcosmeticproductsinselectedAsia-Pacificcountriesin2023CriteriaforselectingpersonalcareproductsAPAC2023,bycountryChina10%42%26%41%14%22%36%17%24%47%27%14%20%Austra