Online buying to continue past pandemic in Southeast Asia

Over four in five consumers have tried new digital apps.

Home-centric consumption and online buying trends accelerated by pandemic measures are set to continue in Southeast Asia, as essentials have shifted online and people have been less likely to leave their homes, according to a study from Bain & Company and Facebook.

Over seven in 10 (70%) respondents across the region are now preparing food at home more often, whilst at least 65% are watching more on-demand and broadcast TV. Contactless payments have also been on the rise even in cash-dominant markets, and service providers and foodservice have increasingly offered contactless service options.

Moreover, 85% expressed that they have tried new digital apps. Social media, video streaming, as well as messaging, experienced the largest increase in usage, whilst ecommerce and food delivery saw spikes in first-time adoption.

People staying at home have also caused a surge in demand for essentials both online and offline in the short term, with at least 44% spending more on packaged and fresh groceries online.

There was also a conservative shift to value-for-money purchasing across markets in Q2. Across SEA, 57% cited “value” as one of their top-three purchasing considerations.

Still, consumers in the region are still open to trying new brands, with 40% saying they tried a different brand last year and 40% still willing to do so this year. Meanwhile, 42% said they prioritised buying more from brands they trust.

The past few months have also prompted an increased focus on the health, safety, and environmental impacts of consumer products, with nearly three-quarters (73%) saying they are more likely to be more health conscious going forward.