• 40% of connected consumers in Singapore made their most recent online purchase via mobile
  • 61% of the population have made an online purchase, an increase of 11% YOY
  • Food delivery services driving uptake of new purchasing habits

5 December 2017, Singapore: Connected consumers in Singapore are using their smartphones to purchase a range of goods online according to the results from the latest Connected Life study from Kantar TNS. Over a third (40%) of Singaporeans with access to the internet made their most recent online purchase on mobile, as consumers become more trusting of the online ecommerce environment.

The results of the study showed that Singaporeans are more likely to shop via mobile than their European counterparts, where only one in four (24%) connected consumers made their last purchase using their smartphone.

However, it is emerging markets in Southeast Asia who are leading the way when it comes to m-commerce. The majority of people with internet connections in markets such as Indonesia (93%), Thailand (93%), and Vietnam (86%), are using their mobiles to make purchases as they leapfrog more traditional forms of online shopping and go straight to their phones. These countries are even more mobile-centric than China, where 83% of connected consumers use their mobiles for purchases.

In terms of overall online shopping behaviour, Singapore is one of the most advanced ecommerce markets in the region, as 61% of the total population has made an online purchase via a connected device such as a laptop, desktop, tablet or mobile.

The fastest growing categories for ecommerce in Singapore across all devices are food and drink, hygiene products such as deodorants and oral care, and financial products. The food and drink category is one of the key drivers of m-commerce habits, as fast food services such as Deliveroo and Uber eats are more likely to be purchased via mobile, whilst grocery transactions such as Redmart are made via desktop or laptop.

Nishant Kaushal, Managing Director, Singapore, Kantar TNS, said:

“Singaporeans love to shop in malls and payment options such as cash, NETS and credit cards are readily available, so the need for ecommerce hasn’t necessarily been as pressing as in other countries. However, the ease and convenience of online shopping today means that many Singaporeans are now converts. This is especially true now that services have improved for perishable goods like groceries.

“We’re also seeing that the ecommerce environment is becoming more varied and diverse – from apps like Carousell that facilitate C2C exchanges, to fast food apps like Deliveroo that are normalising online payments.

Our tracking studies show that while payments with credit or debit cards are still most commonly used for digital payments, mobile wallets such as DBS PayLah!, Singtel Dash and Samsung Pay have gained significant momentum in Singapore in the past year.

As trust in all of these services continues to grow, brands will need to ensure that they have a comprehensive ecommerce strategy to cater for increasing consumer demands.”




Notes to Editors:

About Kantar TNS

Kantar TNS is one of the world’s largest research agencies with experts in over 90 countries. With expertise in innovation, brand and communication, shopper activation and customer relationships we help our clients identify, optimise and activate the moments that matter to drive growth for their business. We are part of Kantar, one of the world’s leading data, insight and consultancy companies. Find out more at www.tnsglobal.com

About Connected Life

Connected Life is Kantar TNS’s annual study of digital behaviour, conducting quantitative interviews with 70,000 consumers across 56 countries and over 100 qualitative interviews across 12 countries. In Asia Pacific, 23,895 quantitative interviews were conducted. In Singapore, 1037 quantitative interviews were conducted. Fieldwork was conducted from May – August 2017. The definition of developed nations and emerging countries are based on the World Bank classifications. Developed nations include: Australia, Hong Kong, Japan, New Zealand, Singapore, South Korea and Taiwan. Emerging countries include: China, India, Indonesia, Malaysia, Mongolia, Philippines, Thailand, Vietnam, Cambodia, Mongolia, Myanmar and Sri Lanka. Study content includes: media consumption, device infrastructure, digital activities, purchase (online and offline), respondent profiles, brand engagement touchpoints, drivers of eCommerce, deep dive into social networks, and attitudes to brands and technology.