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Consumers in Asia Pacific leading global mcommerce adoption: Twitter report

With Black Friday and Cyber Monday kicking off the annual festive shopping season which stretches till Boxing Day, shoppers around the world make the shift from brick-and-mortar to shopping online. New research from Twitter shows mobile commerce (or mCommerce) taking off globally, more acutely among Twitter users in Asia Pacific. Surveying Twitter and non-Twitter users across 15 countries, the global report finds Twitter users in Thailand, Indonesia, Malaysia and India, most likely to browse and make payment on mobile than their counterparts in US and Europe.

The global report delves into mobile shopping behavior and incorporates an implicit test to understand consumers’ perception towards a list of main shopping apps. The report surveyed 7,500 respondents across  Brazil, Egypt, France, Germany, Indonesia, India, Malaysia, Mexico, Russia, Saudi Arabia, Spain, Thailand, UAE, UK and US. Here are key findings from the mCommerce research and opportunities that marketers can explore as takeaways.

Consumers in Asia Pacific are leading global mCommerce adoption:
Survey findings show that consumers globally are browsing more on mobile and moving away from making payment in store to making payment on mobile. Consumers surveyed in emerging markets are more likely to adopt mCommerce versus those in developed markets. Specifically in Asia, approximately 2 in 3 Twitter users in Thailand, Indonesia, Malaysia, and India, will browse on mobile and make payment on mobile (as shown in chart below). Marketers need to develop a mobile-first strategy to engage with consumers in Asia.

On average, 1 in 4 Twitter users shop on mobile on a weekly basis:

Across markets, 1 in 4 Twitter users shop on mobile on a weekly basis according to the research. In India, over 40% of Twitter users shop on mobile every week. Comparing to non-users surveyed in markets like Brazil and Spain, it is clear that Twitter users embrace mobile shopping behavior.

India’s Twitter users lead in mobile shopping adoption among those surveyed:
According to the findings of this research, India’s Twitter users lead in mobile shopping behavior. 81% of Twitter users in India surveyed are likely to shop on mobile. This is congruent with recent eMarketer data which also shows mCommerce sales growth in India ahead of other markets globally (source: Worldwide Retail and Ecommerce Sales: eMarketer’s Estimates for 2016–2021). As mobile Internet penetration continues to grow in the market, marketers keen to tap into India’s rising mobile population will need to take their mobile shopping experience into consideration.

Consumers who have used Chinese shopping apps are more likely to take a positive attitude towards them:
Across countries, the attitudes toward Chinese shopping apps are less positive than some of the global or in-market players. However, there is a significant difference in attitudes between those who are aware of the apps and those who have used them. Consumers have shown a positive shift in attitudes towards the Chinese shopping apps after using them.

Twitter users are more likely than non-users to adopt mCommerce globally:

The research found that Twitter users surveyed are more likely than non-users to adopt mobile payment in all markets. This is most likely because Twitter is a mobile-first platform and Twitter users are more accustomed to mobile interactions and generally early adopters of technology. Marketers can extract valuable insight from Twitter users in understanding how their mCommerce strategy can work around the world.

Twitter users that follow brands on the platform are the most mobile centric:
The survey further shows that a wide range of factors could affect the mobile shopping behaviour of Twitter users. For example, 69% of users surveyed are most likely to browse and pay via mobile if they are females aged 18-45, with children, working full time and follow brands on Twitter. In comparison, only 38% of non-Twitter users are likely to do the same. Marketers interested in mobile shoppers could look into audience targeting for Twitter users that follow similar brands on Twitter.

“As a global platform with hundreds of millions of Tweets posted everyday, there is a lot of insight on Twitter that can help brands achieve their business and marketing goals. While we have always known that Twitter users are early adopters, the clear difference in mCommerce adoption between Twitter users and non-users is fascinating,” said Martyn U’ren, Head of Research, Asia Pacific, Middle East and North Africa, at Twitter. “It is without a doubt that marketers interested in developing their mCommerce strategy should track how Twitter users are discovering their brands on the platform, how they can deepen engagement with these users and take them through the marketing funnel to complete the mobile shopping transaction.”