APAC consumers less satisfied with mobile purchases: IAB report
While mobile browsing and purchasing has boomed across the globe, APAC leads the way for frequent mobile purchases. Globally, nearly a quarter of mobile users make a weekly purchase on mobile. In APAC, the number rises to nearly a third. This was highlighted in a recent survey on mcommerce by IAB.
China, the survey found, boasts a 47 per cent weekly purchase rate, suggesting tremendous potential for mobile advertising in the fast-developing country.
However, APAC consumers are less satisfied with their mobile purchases. Compared to the four in five global customers satisfied with their purchase only three in four APAC consumers claim so. In Singapore and China, respondents are 50 per cent more likely to have a previous negative purchase experience. As a result, APAC consumers are 11 per cent less likely to make a repeat mobile purchase in the next six months.
APAC consumers are also less responsive to mobile ads. About 28 per cent of APAC respondents have not interacted with mobile ads in the last six months, the highest across all regions.
“While mobile purchasers are high in APAC, poor buying experiences have dampened initial enthusiasm. Sellers in the region need to consider the consumer’s journey from the first click to post-purchase to ensure customers are delighted and come back for more,“ says Regina Goh, IAB Mobile Committee Chair and Managing Director, Asia, Blis.
As respondents cite negative purchase experiences as a key barrier to repeat purchase, this underscores a need to for sellers in the region to be more transparent in their marketing efforts.
The low response and interaction rate to mobile advertising implies APAC companies are still driven by quantity over quality. Companies that focus on understanding their audience and delivering relevant ads stand to gain in a region inundated by spray-and-pray advertising.
China, with its fast-growing consumer base, promises huge ground for alert marketers to develop a positive experience and brand name with targeted marketing strategies.
“Many markets in APAC are mobile-first, and consumers are now mature online buyers with more discerning tastes than the global average. Advertisers who make an effort to understand their needs and craft the right messages have a tremendous opportunity to cut through the noise and seize market share,“ says Miranda Dimopoulos, CEO IAB SG.
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