M-commerce gaining popularity among Asia Pacific consumers

A Visa survey has shown that consumers in the Asia Pacific are increasingly likely to make online purchases and bill payments through their mobile phones or tablets rather than their desktops.

Visa’s 2015 Regional eCommerce Monitor Survey, which polled 11,760 respondents from 13 markets in Asia Pacific, found a 22% increase over 2014 in number of respondents shopping via their mobile devices across the region. Respondents from Indonesia (36 percent), China (34 percent) and Taiwan (28 percent) reported the greatest growth in mCommerce during the year.

The survey was conducted in May and June 2015 by ORC International Singapore, and polled consumers aged 15 to 55 years. Markets covered include Australia, China, Hong Kong, India, Inodnesia, Japan, Malaysia, New Zealand, Singapore, South Korea, Taiwan, Thailand and Vietnam.

According to the survey, the rising popularity of mCommerce among Asia Pacific consumers is narrowing the gap with traditional eCommerce channels such as laptops or desktop computers across the region.  In  Thailand,  consumers  are  as  likely  to  purchase  using  their  mobile  devices  as through desktops, while the mCommerce-eCommerce gap in countries such as China (8 percent), Korea (9 percent) and Indonesia (9 percent) is decreasing.

“The results of the 2015 Visa eCommerce Monitor Survey show that making purchases on the go through mobile devices is becoming the norm in Asia Pacific.  As consumers get more comfortable using their smart devices to research, browse and purchase, mCommerce should soon overtake traditional eCommerce  habits,  strengthening  this  channel  of  engagement between  consumers and retailers,” said Visa’s Regional Director for eCommerce, Conor Lynch.

The survey found that consumers in Asia Pacific choose travel, bill payments and movies as top categories for eCommerce.

For mCommerce, the top three categories are also fashion, bills and movies at 27% each.

“Across Asia Pacific, we are seeing that ticket-size, as well as the nature of the purchase, impacts how consumers purchase goods and services online. Consumers in this part of the world, are already comfortable purchasing smaller ticket-sized, everyday items by clicking the purchase button on an app or checkout button on a mobile device,” Lynch said.

Cross-border online shopping

The survey also revealed a trend in consumers tending toward cross-border online shopping. Consumers from Singapore (77%), Australia and Hong Kong (75%) and New Zealand (74%) are most likely to make online purchases from retailers overseas, well above the regional average of 55%.

Consumers from Japan (81%), Taiwan (61%) and Vietnam (57%), on the other hand, are most likely to shop at domestic e-stores.

When shopping online with an overseas retailer, price (68%), access to products (6%), paying and delivery processes (40 %) and product reputation (29%) were shown to be key motivations for Asia Pacific consumers.