As digital technology has become more prevalent globally, it has become a key driver of consumer trends, greatly influencing expectations, attitudes, behaviors and values.
In its latest consumer trends study, GfK polled consumers (ages 15 and above) across eight countries from the Asia Pacific region – Australia, China, India, Indonesia, Japan, South Korea, Taiwan and Thailand about their attitudes, behaviors and values across a range of topics.
Findings from the research revealed that 36 per cent of Asia Pacific consumers agreed that they want shops and services to be available at all times.
In addition, consumers in this region also said that they need to be reachable constantly while the Asia Pacific average was 55 per cent, levels were significantly higher in countries such as India (68 per cent), Indonesia (65 per cent) and China (63 per cent).
“Technology today is becoming very mobile, increasingly personalised and more on-demand, raising consumer expectations going forward,” said Jodie Roberts, APAC regional director for GfK Consumer Trends.
“APAC consumers are expecting to have access to goods, services and entertainment around-the-clock and on-the-go, delivered wherever and whenever they dictate and in a format they demand,” added Roberts.
According to the study, 58 per cent of respondents are in agreement that the most important thing about a brand is that it offers good value for money, and 43 per cent said they prefer to own fewer but higher quality items.
In addition, consumers from this region are more likely to put time into researching brands before making a major purchase – Asia Pacific average was 42 per cent, but levels were significantly higher in India (66 per cent), Taiwan (53 per cent) and Thailand (47 per cent).
“In order to succeed moving forward, it is important for businesses to realise that consumers are becoming more selective in their purchases,” said Roberts.
“They are emphasising quality over quantity, and expecting their products and services to be readily available,” she said.
Roberts concluded that the continued diffusion of smartphones, tablets and the 4G network will ensure that more and more time pressured consumers everywhere will get to enjoy an increased ability to stay informed and in touch on the move – and they will consequently demand the products and services that they consume to keep up with their expectations.
GB
