Mobile Commerce

#TwitterInsights

Southeast Asia 2019 Edition

Global mobile commerce (Mcommerce) trends

Mobile is driving the growth of ECommerce globally, with SEA leading the way

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#TwitterInsights

Ecommerce

Mcommerce

80%

39%

Asia markets

Western markets

Daily Twitter users from Asia are more likely to shop on mobile than Twitter users from the West

YoY Growth (2017-2018)

Indonesia China

38%

Canada

34% 31%

Malaysia

31%

Philippines

33% 34% 27% 25% 25%

66%

01Source: eMarkerter: https://forecasts-na1.emarketer.com/5a53f4f2d8690c0d70ffaa06/5b2aab133808a50ff80464dbTwitter Mcomm Study 2018

Shopping lists are changing over time2Shopping is not just limited to apparel. Even mobile-resilient categories like furniture and home appliances are seeing an increase in consumer intention to buy on mobile.

Source: Twitter Mcomm Study 2018

Restaurant & takeaway delivery

Fashion & accessories

Beauty & personal care

Money transfer

Mobile phones

Travel

Groceries & packaged food

Consumer electronics

Books, films & music

Tickets

Home appliances

Personal wealth management

Toys

Home furnishing & decoration

0% 10% 20% 30% 40%

12%

13%

15%

18%

20%

24%

25%

28%

29%

30%

30%

31%

35%

35%

Product category: Intention to increase purchases on mobile in 2019

*Among Twitter users based on global data

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0%

40%

80%

18-24 25-35 36-45 46-55 56-65

Twitter Non-Twitter

Percentage in mobile shopping by age

Millennials are driving the Mcommerce sector3Expectedly, millennials on Twitter are more likely to shop on mobile than older generations. While the older generation is still more likely to use mobile for shopping when comparing with non-Twitter users.

Innovation improves the shopping experience4Augmented reality (AR) has changed the mobile shopping experience. AR has taken the guesswork out of shopping, with shoppers turning to Twitter to share how visualising their purchases through AR has helped them commit to a purchase.

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of non-Twitter older users

76%

54%vs.

of millennials on Twitter are shopping on mobile

39%of millennials on Twitter shopping ONLY on mobile on a weekly basis

Millennials

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*Among Twitter users based on global data

Source: Twitter Mcomm Study 2018Crimson Hexagon, 2016 - 2018, Location: Global, Language: English.

62%of older users on Twitter are shopping on mobile

2X Conversation volume increased around “Augmented Reality” in 2018 vs. 2016

Twitter users come to the platform to praise parcels delivered on time, and the automation and robotics technologies that make it possible.

5Black Friday sales that originated in the United States has made its way to the SEA region. Likewise, SEA eCommerce companies have embraced Singles’ Day (11.11) initiated by Chinese giant Alibaba.

Omnichannel is not a buzzword but a reality6Shopping is getting increasingly fragmented, with shoppers taking different routes to reach their final purchase decision. By understanding the user shopping journey and behaviour, brands are able to better tailor messaging specific to the channels they buy.

Twitter users are more likely to shop and buy online.

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of non-Twitter users

70%

63%vs.

of Twitter users visit an online store first and make a purchase online

of non-Twitter users

45%

24%vs.

of Twitter users visit a physical store first and make a purchase online

04Source: https://www.shopback.sg/1111-sales Twitter Mcomm Study 2018

SINGLES’ DAY

Shopping events cross regional barriers on mobile

10XMore online shopping orders than a typical weekend

*Among 7 APAC markets: Australia, Indonesia, Malaysia, Philippines, Singapore, Taiwan, Thailand

USD98 Average spend per user

Mcommerce is happening on Twitter

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In 2018, there were 90 million Tweets around “shopping” and “sales”:

6.5M

7M

7.5M

8M

8.5M

9M

9.5M

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Conversations volume around shopping

Peak in November reflected by Singles’ Day (11.11) & Black

Friday

Source: Crimson Hexagon, Jan-Dec 2018, Location: Global, Language: English.

Source: Crimson Hexagon, Jan-Dec 2018, Global

1 2 3 4 5

USAUKBrazilCanadaIndia

6 7 8 9 10

Indonesia Malaysia FrancePhilippines Spain

SEA markets are among the top 10 countries that Tweet the most about shopping

Source: Twitter Mcomm Study 2018 06

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Money Transfer

Food Delivery

Clothes

Hotels / Accommodation

Cosmetics / Skincare

Tickets (Musical / Concert / Cinema)

Flights

Books / Music

Footwear

Mobile Phone

Toys

Grocery

Technology (TV / Game Consoles)

Home Appliances

Furniture

Insurance

0% 18% 35% 53% 70%25%

28%

30%

33%

15%

19%

23%

19%

16%

30%

17%

14%

28%

19%

9%

14%

16%

16%

19%

26%

30%

33%

38%

39%

42%

45%

46%

48%

48%

52%

63%

68%

Mobile PC

Purchases by product category: Mobile or PC?

1. Food delivery 80%2. Money transfer 73%3. Hotels 66%

Indonesia

1. Food delivery 56% 2. Money transfer 54% 3. Clothes 48%

Philippines

1. Money transfer 73% 2. Food delivery 56%3. Clothes 47%

ThailandTop 3 mobile shopping product category for each market

*Among SEA Twitter users

In SEA, mobile has become lead purchase platform across all the majority of categories. Interestingly, categories with higher purchase involvement like hotel and flight bookings are mobile centric.

Most important factors in mobile app shopping

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*Among SEA Twitter users.

#TwitterInsights

Source: Twitter Mcomm Study 2018

Safety of making transactionsHigh quality products

Rewards, rebates & promotionsSufficient product information & reviews

Ease of useShipping fees

Availability of in-app paymentWide range of products

Fast to loadNew features (i.e. live streaming, image recognition)

Country of origin of the products Country of origin of the apps/sites

0% 8% 15% 23% 30%

2% 2%

3% 4%

5% 5%

8% 9% 9% 10%

20% 23%

High quality products

Transaction safety Rewards, rebates and promotions

Twitter users in SEA value transaction safety, high quality products and rewards, rebates and promotions. These factors are consistent with the most important factors when shopping on mobile apps globally over the past 2 years.

Most important factors in mobile app shopping

Different purchase behaviours of Twitter shoppers across SEA

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Source: Twitter Mcomm Study 2018

Thailand

Indonesia

Philippines

*Among SEA Twitter users

Shoppers in Thailand are more reactive to sales than other markets.

44% like to make a purchase “When they see deals, promotions or sale”.

Indonesia shoppers are more mission-driven when making a purchase.

21% tend to make a purchase “Only when they are on a mission to buy a product/brand”.

Filipinos spend more time on researching product information.

39% like to make a purchase “After they research a lot about a product/brand”.

Most desired shopping events on mobile and how far do Twitter users shop in advance?

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73% Plan for New Year shopping 1 month in advance

61% Plan for Ramadan shopping 1 week in advance

Plan for Christmas shopping 1 month in advance

83%

*Among 9 shopping events: Black Friday, Chinese New Year, Christmas, Diwali, Singles’ Day (11.11), Easter, Ramadan, New Year, Thanksgiving

Thailand

Indonesia

Philippines

Source: Twitter Mcomm Study 2018

Twitter presents an opportunity for brands to reach its most receptive audience:

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#TwitterInsights

of users publish opinions on products, services, or brands

71%

of users look for opinions on products, services and brands on Twitter

81%

Twitter users are heavy mobile shoppers (shops on a weekly basis)

33%

Source: Twitter Mcomm Study 2018Source: Kantar News, Discovery & Influence on Twitter ; December 2017 ; Global ; 17138 Monthly Twitter Global

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With this information, brands can speak directly and more effectively to a Twitter audience that’s already engaged and receptive to shopping and Mcommerce messaging. By understanding where your shoppers come from and why, you’ll be able to tailor your message directly to your audience.

Speak with our client partners at Mcommerce-SEA@twitter.com to gain more insights and learn how to harness that to connect with your most valuable audience.

Thank you

#TwitterInsights