A peek into your consumer's future 2020
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a peek into your
consumer’s future
2020
Disclaimer The information in this report is provided on an “as is” basis. This document was produced by and the opinions expressed are those of Google, Asian Consumer Intelligence Pte Ltd, Qualtrics and other third parties involved as of the date of writing and are subject to change. It has been prepared solely for information purposes over a limited time period to provide a perspective on the market. Projected market and financial information, analyses and conclusions contained herein should not be construed as definitive forecasts or guarantees of future performance or results. Google, Asian Consumer Intelligence Pte Ltd, Qualtrics or any of their affiliates or any third party involved makes no representation or warranty, either expressed or implied, as to the accuracy or completeness of the information in the report and shall not be liable for any loss arising from the use hereof. Google does not provide market analysis or financial projections.
In many ways, the world in This rapid digitization Consumer insights have
2020 looks nothing like it ushered in new expectations never been more important,
did a decade ago. In 2010, of personalization and particularly in a region as
Asia was home to 764 million real-time dialogue between diverse and dynamic as
internet users. Digital was brands and their customers. ours. Only by discerning
nascent and trends were As we graduate from the what matters to customers
often imported from the mobile era into the age are we able to deliver
West. Fast forward ten years, of ambient computing, relevant products and
and this is no longer the case. advancements in technology experiences. To succeed in
Today, there are over 2.3 that offer always-on this increasingly complex
billion internet users in Asia.1 assistance, blur the lines and crowded landscape,
Infrastructure improvements between online and offline brands need to offer value
and affordable devices made experiences, and accelerate by understanding what their
the web available to virtually the pace of progress customers think, believe,
everyone and fostered a will drive this behavioral expect, and aspire towards.
mobile-only mentality. Creative evolution forward. It will I hope the consumer shifts
thinkers leveraged the lack represent a paradigm shift in this report will inspire you
of legacy systems to create in how consumers gather with new ideas to delight
innovative business models information and take action. and help your customers
that are now influencing Yet, despite these dramatic in the new decade.
their Western counterparts. changes, one core element
Access and ingenuity, of great marketing will
combined with the region’s remain the same:
scale, transformed APAC into know your audience. Simon Kahn
the internet’s new capital. Google APAC CMO
Source: 1 Statista: Number of internet users worldwide from 2009 to 2019, by region
Intro
A peek into your consumer’s future Intro
Intro
The Importance To succeed in an ever- involves having a balanced Business leaders must
changing consumer “art and science” view of carefully consider these
of Consumer landscape, it is essential for consumers, where data is insights, gather the relevant
Insights and marketers to understand the used in tandem with intuition ones, build a holistic picture,
importance of consumers to make critical decisions and most of all, integrate
Trends insights and trends. This has about what products and them into the decision-
been the core value guiding services should be introduced making processes of their
this report since its launch to the market. organisations. Those who
in 2018 and continues to end up using these complex
define the approach of the Marketers now have access consumer insights to shape
2020 edition. The goal is to an abundance of data strategic perspectives and
to encourage marketers about the wants, needs, guide tactical decisions will
to adopt an outside-in desires, and aspirations of be able to create the most
perspective, one which consumers. Through careful relevant and innovative
encourages them to analysis this data can be products and services.
understand and adapt to the used for both a broad and And ultimately, succeed.
complexities of consumer specific understanding of
behaviour. Such an approach current and future customers.
A peek into your consumer’s future Intro
The Future of two impossible to ignore
countries—India and China—
internet penetration is on par
with the rest of the world,
of the major reasons behind
the exponential growth of the
Consumer in each with a population of 98% of the users in the region start-up ecosystem and the
Asia Pacific over a billion.2 In addition to
these behemoths, the region
are mobile internet users in
comparison to 85% in the US.6
birth of unicorns in the region;
with two sectors—ride-
boasts of the world’s largest On average, they spend three hailing and e-commerce—
Muslim nation, Indonesia, hours on mobile internet growing at a record pace.11
which has a population daily.7 In fact, the top 3 most
of over 220 million.3 APAC is engaged mobile internet Southeast Asia is a shining
also home to Pakistan, the countries in the world are example of this boom in
6th largest population in the from APAC.8 Thailand is at first APAC. The cumulative
world with over 207 million place with an average of 5:13 internet economy of
APAC’s transformation from people, which will soon hours per day, followed by Indonesia, Vietnam, Malaysia,
follower to leader has been overtake Brazil’s 209 million.4 the Philippines at 4:58 hours Philippines, Thailand, and
swift and unprecedented. per day, and in third place is Singapore is currently
It has become the most With half of the internet Indonesia with an average of pegged at $100 billion12 and
advanced digital economy in population residing in APAC 4:35 hours per day.9 has received more than
the world and is leading the and 70% of them owning a $37 billion in capital over
way in innovation. smartphone, the region has Since Asian consumers are the last four years.13 While
led the charge in global app spending a significant amount the majority has gone to
Home to 60% of the global growth by generating 53% of of time on mobile internet, e-commerce and ride-hailing
population, APAC is the the world’s total app revenue they tend to be very receptive unicorns, investments in
world's fastest growing in 2016, along with 86.2 billion towards new technology and nearly 3,000 start-ups in the
internet market and consists downloads.5 And while APAC’s business models.10 This is one region also remain sizable.
Sources: 2,3 Think with Google: Insights on APAC Region
4
World Bank: National Accounts Data and OECD National Accounts Data
5
Think with Google: 3 ways to uncover and acquire high-value app users in APAC
6
We are social: Digital in 2018: World’s internet users pass the 4 billion mark
7
Chandler Nguyen: Digital index for APAC countries in 2017
8
Hootsuite: The global state of digital in 2019
9, 11, 12, 13
Think with Google: e-Conomy SEA 2019: Swipe up and to the right: Southeast Asia’s $100 billion internet economy
10
McKinsey Digital innovation in Asia: What the world can learn
A peek into your consumer’s future Intro
Beyond economic outside of these countries resonate internationally.
development milestones, to learn and explore their With Japanese brands
the role of culture and its geographical neighbours. helping to set the global
impact on consumption beauty agenda and K-pop
choices in APAC is equally There is now also a demand inspiring audiences from
important when defining for stories that resonate with Jakarta to Shanghai,
the region’s progress. The consumers' individual tastes the intra-Asia influence
immeasurable emotions and cultural preferences. on buying behaviour is
that comprise each cultural And it has led to a growth in visible across categories
experience help shape products and services that like leisure, food service,
views and preferences. A deliver relatability in one fashion, health, and learning.
love of K-pop could drive a form or another. This shift
consumer to book a trip to from the hegemony once
Seoul, while a preference led by countries outside of
for fine dining on a budget, Asia creates opportunities
could lead one to peruse for marketers to celebrate
travel sites for weekends the cultural dynamism that
in Bangkok. The intangible defines national identity.
cultural elements that drive
a nation’s people to crave In some cases, the
spicy foods and another development of localized
nation to favour romantic services specifically created
comedies over dramas are for Asian consumers are
the facets that help shape now working their way
cultural identity. They provide out of the region as ideas
the impetus for consumers or business models that
A peek into your consumer’s future Intro
Given the significance
of APAC as the epicentre
of all things digital and
consumer trends trailblazer,
an in-depth understanding
of the region’s consumers
and their shift in behaviour
“
could transform the reach,
growth, and revenue
What we are seeing is a demand for better local content.
of brands.
Whether it is better regional or better local content, it’s really
just two sides of the same coin. The region has extraordinary
disparate local cultures with iconic local stories being told In this report, we present
and a breadth in local context with regard to local languages, three consumer shifts that
local customs and religion. There’s a blossoming of local shed light on some powerful
culture that I think the internet is really embracing. consumer opportunities
80 percent of the reason why iflix subscribers join the that are likely to impact and
service is to access unique local content. It's become such a
influence the way marketers
truism in our business, we've almost stopped reflecting on it.
design, build, and market
”
Mark Britt
their products and services
within the Asia Pacific region.
Co-Founder & Group CEO of iflix
A peek into your consumer’s future Intro
Using Google Internal data During this sampling phase,
Methodology 1 Internal Data and Google Trends14, we we put a weightage on the
analyzed a variety of signals numbers of respondents for
This report is based
like absolute growth, relative each market to the country’s
on a triangulated
share, and country-by- actual internet populations.
methodology across:
country comparisons to We conducted the fieldwork
Quantitative understand which trends were between the Q2 2019 and
2 Research clearly emerging on Google Q3 2019, and we closed the
Search and YouTube content. online survey with a total N of
7166 qualified respondents.
We then partnered with Concurrently, we conducted
Qualtrics to launch a survey interviews with early
3 Expert
Interviews
across 12 key markets
in APAC: China, India,
adopters and industry
experts from the region to
Indonesia, Japan, Philippines, gather qualitative data and
Vietnam, Thailand, South triangulate our findings and
Korea, Malaysia, Australia, focus on the key trends we
Taiwan, and Singapore. We would bet on.
managed to reach online
consumers, proportionately The screens used were:
represented with the internet Momentum, Integrity,
population in each market Identity and Actionability.
by means of age and gender.
Source: 14 Google Trends
A peek into your consumer’s future Intro
1 Momentum Contributing
Do we have any signals Partners
that show a historic trend
to build up future growth?
2 Integrity
Does the shift manifest
itself in at least two Qualtrics is a digital Asian Consumer
independent sources platform that powers Intelligence is a trend
across primary, secondary, surveys related to market forecasting and branding
and internal data research? research, customer consultancy focused on
experience, product testing, Asia-Pacific helping global
employee experience, and companies use strategic
3 Identity brand tracking. Trusted by foresight to position brands
Is the shift being driven over 80% of the Fortune more effectively in APAC.
from APAC and/or 100 companies, it is used
manifesting itself faster
by 9,000+ businesses and It informs strategy by
than other regions?
institutions worldwide. delivering qualitative,
Qualtric’s survey software future-forward intelligence
4 Actionability is designed to help clients
optimise the four core
utilising proprietary
technologies to provide
Is the shift being driven
by key developments experiences of business: marketing insight and
in technology that customers, employees, innovation solutions
businesses can leverage? products, and brands. to help drive growth.
A peek into your consumer’s future With me
With Me
[wɪð mi]
Consumers
increasingly seek
participatory
content and
use online
interaction as
a means to share
experiencesA peek into your consumer’s future With me
With Me emphasizes the everyday activities like
importance of gaining a cooking, cleaning, packing,
sense of community via the or eating, where creators
consumption of interactive invite viewers to be a part
and experiential online of the action through live
videos for consumers. comments or experience a
It revolves around the shared solidarity by indulging
emergence of live streams in the very same activities.
and videos of common
More than half
(51%) of all the
online APAC
consumers treat
videos and live
stream as a way
of connecting
with friends.15
Source: 15 Google/Qualtrics APAC Consumer Shift Survey, 2019A peek into your consumer’s future With me
More than half
(53%) of all
the online APAC
consumers feel
like they are
part of a bigger When the practise of YouTube viewers in Korea
community ‘mukbang’—an activity watched over 500 years
when they watch where creators live stream of With Me content across
themselves eating large various categories.17
a live stream.16 amounts of food while
interacting with online Other APAC nations reveal
audiences—emerged from similar growth patterns
South Korea in 2009, it may as consumers shift to
have been viewed as fringe interactive viewing. In
behaviour. But a decade Pakistan, watch time for
later, not only has the trend videos related to With Me
of participatory content grew by 150% in the first half
gone mainstream, it has also of 2019,18 while in Indonesia
expanded beyond eating. it grew by over 180%.19
In the first half of 2019 alone,
Sources: 16 Google/Qualtrics Consumer Shift Survey 2019
17
Google Data, South Korea, Jan - Jun 2019
18
Google data, Pakistan, Jan - Jun 2019 vs Jan - Jun 2018
19
Google data, Indonesia, Jan - Jun 2019 vs Jan - Jun 2018A peek into your consumer’s future With me
So, what activities do carrying out their own
Asians like to watch? From tasks, apart from factual
the unique and rare to the instructions. It’s not too
routine everyday like cooking far-fetched to imagine that
macarons, shopping for a viewer watching someone
outfits, packing suitcases, pack a suitcase could be
cleaning bedrooms, simultaneously doing the
game-alongs, product same. Especially in a region
demonstrations, brushing where consumers are poised
up on language skills, and to spend $200 billion on
many more. From light- travel online by 2025.21
hearted fare to in-depth
tutorials, summary overviews
to expert commentary,
consuming content while
literally consuming is the new
norm. Recipients are seeking
a sense of community while
In Malaysia
watch time for
mukbang content
has grown
by over 150%
in the last year.20
Sources: 20 Google data, Malaysia, Oct 2017-Sept 2018 vs. Oct 2018-Sept 2019
21
The Telegraph: The unstoppable rise of the Chinese touristA peek into your consumer’s future With me
In Australia,
watch time for
"study with me"
videos has grown
by over 250% in
the last year.22
“
As digital natives become more prominent, Gen Z,
with four times the spending power of millennials,
Beyond watching videos
to make homemade laksa
trust can help create a
multitude of immersive and
represent a new perspective. They do not come from or learning Korean to sing sensorial elements that will
a pre to post iPhone world but have only known a world
the latest Blackpink hit, bring the action closer to
where a digital presence and interaction simply exists.
Interactions today happen simultaneously in digital and
participatory content helps viewers, while also opening
physical single space. Connected and controllable. deepen the engagement the doors for experiences
between creators and their beyond screens.
”
Tim Kobe
Design Leader, Founder, and CEO - Eight Inc.
audiences. With time this
Source: 22 Google Data, Australia, July 2018 - June 2019Now
A peek into your consumer’s future With me
Now
Gaming has arguably As a new decade starts,
pioneered much of the the sheer variety of With
behaviour that drives Me content cuts across
With Me as over 50 billion categories and varying
minutes of gaming content levels of interactivity. From
were watched on YouTube watching someone study
from June 2017 to June 2018 on a live stream from South
globally.23 Participating within Korea to the video of a
a virtual team, reviewing leading influencer cleaning
gameplay, and watching her house or a content
others game, either in creator simply asking fans
The Most Viewed
recorded or live streams, to “Get ready with me”, Video Games on
has long been popular in consumers are seeking YouTube in 2019
the gaming community. In participatory content for
Malaysia, the watch time on all kinds of activities. Minecraft: 100.2 billion views
Fortnite: 60.9 billion views
YouTube for PlayerUnknown’s
Grand Theft Auto: 36.9 billion views
Battleground, an online Garena Free Fire: 29.9 billion views
multiplayer battle royale Roblox: 29.6 billion views
game, has tripled in the
last year.24
Source: 23 Google data, Global, Jun 2017-June 2018
24
Google data, Malaysia, Oct 2017-Sept 2018 vs. Oct 2018-Sept 2019A peek into your consumer’s future With me
Get Unready
with Me
In the Philippines, YouTube Creator
Michelle Dy asks her viewers to
“Get Unready with Me” in a video
where she demonstrates how Take the example of “winter
to correctly remove makeup. Dy grown cabbage and young
starts off the video by talking radish water kimchi” on
about the importance of removing Young-Ja's Kitchen, a popular
makeup for healthy skin. The
South Korean “cook with me”
first step in her routine involves
using wet wipes to clear her
channel. In the video, fresh
face, following which she uses a green vegetables are prepared
pimple gel and does a product and diced into traditional
demonstration. She finally tops it baskets in a garden setting
all off with a face spray and reminds before being taken into
everyone to take care of their skin.
In Japan, the kitchen to be cooked.
Watching ordinary tasks
watch time such as rinsing vegetables
for “cook with on video allows cooks of all
me” videos has stripes to sync their own
dishes with Young-Ja, even
increased by while preparing their own
over 500% in versions of the dish.
the last year.25
Source: 25 Google Data, Japan, July 2018 - June 2019Emerging
A peek into your consumer’s future With me
Emerging
Interest in Food Network Kitchen27
is a monthly streaming
"cooking tips" service that was launched
videos is in September 2019 by
Discovery Inc, the parent
on the rise
company of the Food
in Australia, Network. The app enables
with watch time subscribers to take live
culinary classes with popular
increasing by TV chefs and allows them to
60% between text questions to show hosts,
June 2018 and making the whole experience
highly interactive, personal,
June 2019.26 and participatory.
Source: 26 Google Data, AU, Jun 2019 vs. Jul 2018
27
Cook with Bobby Flay and Alexa via new streaming appA peek into your consumer’s future With me
The app also has the via video conferencing,
potential to add a future they were guided through
revenue channel, where two recipes with MasterChef
subscribers could shop finalist Sowmiya Venkatesan.
for ingredients on partner At S$45 for two participants,
platforms, who could then the experience offered a
offer Discovery a cut of peek into a monetised future
their revenues. While this of With Me that combines
particular initiative focuses elements of participation,
on the US, brands in Asia are education, and community
also scrambling to bring their rolled into one interactive
own productions to fruition. viewing experience.
A similar service was
introduced by YoRipe when
they launched RawtoRipe,
Singapore’s first ‘live virtual
cooking series’ in July 2019.
As part of the online event
viewers were asked to In India, watch
assemble a list of ingredients
prior to a broadcast where,
time for shop
with me videos
has increased
by over 260% in
the last year.28
Source: 28 Google Data, India, July 2018 - June 2019A peek into your consumer’s future With me
Apart from being both @Pernik-BTC Pangkalpinang”
interactive and informative, on YouTube. In the video,
a lot of With Me videos offer creators Nuria & Mom head
consumers a glimpse into the to a mall in Indonesia and
lives of creators. They help take some of their 333,000
create a bond between the subscribers with them. In
two and also give viewers roughly eight minutes, young
the chance to vicariously Nuria examines ‘squishys’
experience numerous or super soft foam toys
everyday activities. This is with Mom diligently asking
especially true for “shop with questions while filming the
me” videos like “SQUISHY experience. The video has
LAND 2 - Shopping with me over nine million views.A peek into your consumer’s future With me
“
So far the response has been pretty good. I think my
viewers enjoy this type of video because it is more "real"
- very unfiltered and unscripted because it's literally just
me doing what I would normally be doing even without ‘Calories, Macros, Diet!? those watching with a sense
a camera in front of me. So I think some viewers like
Come Grocery Shopping of how Sarah really lives.
that authenticity. I think another reason would be similar
With Me + Food Prep’, is an Some of her 1.33 million
to why people like "mukbang" videos, and that is that
when they watch the video and they're doing the same equally immersive video subscribers are literally given
thing, it makes them feel like they're doing it with the where creator Sarahs Day a taste of her life when Sarah
creator—so it creates a bond. I've had people tell me starts her video with a brings her groceries home
that watching my "study with me" video made them facial cleansing routine and preps ingredients to
feel like they had a study buddy. I think that sense of in her bathroom before make daily snacks and meals.
relationship and connection that this type of content
taking viewers on a drive
fosters is another reason why viewers are drawn to it.
through Sydney's streets to a
”
Raya Maurelle Cordova
YouTube Creator
supermarket with her family.
Her activities are nothing out
of the ordinary but provideFuture
A peek into your consumer’s future With me
Future
As technology evolves, the While the technology
line between viewing and is currently in use in
participation will continue smartphones and gaming
to blur significantly. This joysticks, more complex use
transition could potentially for With Me purposes has
be facilitated by haptic, proven to be a challenge
also known as 3D touch, until now due to the price.
a technology which allows However, Miraisens, a
users to experience the Japanese manufacturer,
sensation of touch through claims to have cracked the
vibrations, motions, or force. cost barrier. It is on the verge
of making 3D haptics more
affordable and compact
enough to be embedded
in a multitude of devices
beyond smartphones.A peek into your consumer’s future With me
Using specific stimulation
patterns of the skin to create
the sensation of touch and
texture, the company is
trying to bridge the gap
between what’s virtual
and real. In the future this
technology could allow users
to feel the texture of a fabric
while watching a With Me
video on YouTube or help
enhance augmented reality
and sensations during video
game play.
It could also help online
marketplaces demonstrate
the fabric of a new sofa by
sending a 3D haptic motion
that shoppers could virtually
touch and see. In the leisure
category, a hotel brand could
provide the feeling of the
softness of its bed linen,
helping convince consumers
to book a stay.Implications
A peek into your consumer’s future With me
Implications
The formerly passive one- Consumers want to feel
A Heist with
way relationship that once more involved and connected
saw creators and their -- the fact that watch time Markiplier
audiences engage in a for content in this genre is
non-participatory format increasing rapidly shows YouTube recently experimented
with interactive entertainment
is rapidly diminishing. It is us online video is helping
through the release of A Heist
being replaced with With Me address this need.
With Markiplier featuring gaming
content, which echoes the creator Markiplier in a first-person
real time a live concert with The meta nature of this movie that features a storyline
the potential for audience development could herald a with 31 possible endings.29 It allows
interaction versus watching future with more customisable viewers to control the outcome
a movie which plays out a content and deeper of a super-criminal who tries to
steal a priceless artefact from the
predetermined narrative participant interaction.
world's most secure museum.
irrespective of what the
viewer does.
Source: 29 The Star Online: YouTube’s first interactive special stars Markiplier and has 31 possible endingsA peek into your consumer’s future With me
The rise of participatory felt tough or boring. Where
content may have initially brands can assist in this
felt novel. After all, dialogue is by shifting to a
mukbang videos were tone that empathises with
once characterised by a consumers and the sense of
usually small-framed person community that they long for.
consuming a huge amount
of food, with viewers As viewers look beyond
left wondering how their trendsetting categories like
stomachs could fit in plate "cook with me", "eat with me",
after plate. But for many and "game with me", brands
present-day consumers, can look to leverage the
eating lunch while watching With Me trend by developing
others eat their meals online effective product placement
is proving to be a source of
comfort or shared solidarity.
strategies, as part of their
overall marketing plan, and
“
At this early stage of this shift, it’s a relatively low-
cost entry to YouTube influencers and the nature
generate revenue through of the content means brand involvement doesn’t
This shows that consumers effective subscription models. seem inauthentic. Take ‘cleaning’ as an example, any
are turning to With Me household cleaning brand could easily be inserted
content to find videos and into the content. As with all influencer content,
live casts that entertain, brands need to be ready to be at the mercy of the
talent and allow them to integrate the brand in a
provide a sense of
way that they know their audience will enjoy.
community, and potentially
help them get through
chores or commitments
that would otherwise have
”
Charlotte McEleny
Publisher, APAC The DrumA peek into your consumer’s future All to gather
All to Gather
[ɔl tu ˈgæðər]
Digital
advancements
enable inclusivity
and promote the
fundamentals
to inclusive
product and
service design to
address unmet
consumer needs
in the region.A peek into your consumer’s future All to gather
All to Gather, a play on the Providing access for the
words “All Together”, refers many instead of the few
to the practice of using goes beyond doing what’s
inclusive design to help perceived as right or good,
consumers across sectors it also helps brands reach a
and countries gain access wider audience. A diverse
to products and services. user base helps companies
discover innovation
Inclusive design is an ethos opportunities that may
that states that products not be discernible when
and services should be viewed through limited
as accessible as possible perspectives.
to people of all genders,
ages, linguistic groups,
sexuality, and physical ability.A peek into your consumer’s future All to gather
Worldwide searches
in English for “diversity
meaning” have grown 4x,
“equality meaning” by 3x Benefits
and “inclusion meaning”
of Inclusivity
by 2x in the past 5 years.
Top cities driving these According to a report titled
in APAC include Manila, The Benefit of Designing for
Brisbane, Perth, Auckland, Everyone published by PwC
in May 2019, Australia’s Centre
Kolkata, Delhi, Karachi,
for Inclusive Design estimated
Gurgaon, Kuala Lumpur businesses could generate as
and Melbourne.30 much as $4 billion in revenue
through inclusivity. The report
50% of all online APAC Through enhanced design, be a fairer place if more stated that around five million
consumers agree that consumers are empowered people practised inclusivity.34 Australians are prevented
the practice of inclusivity as individuals to access the A staggering 95% of all access to services and
products due to inadequate
is important to them31 brands and services they online APAC consumers
design, despite possessing
and 60% of them feel wish to consume. Consumers agree that a bad user over $40 billion in annual
that the world would from China feel very strongly interface would negatively disposable income.37 The
be a fairer place if more about inclusivity. 67% of the affect their perception of report examined people with
people practised it.32 connected consumers in a product or service.35 This a cross section of barriers
the country agree that it is belief is consistent across to access including gender,
important to them33 and 78% markets like Japan (91%) and ethnicity, seniors, financial
status, and disability.
are in agreement with the Singapore (99%).36
statement: The world would
Sources: 30 Google Trends, Worldwide, Jan 2015 to Dec 2019
31, 32, 33, 34, 35, 36
Google/Qualtrics Consumer Shift Survey 2019
37
Centre for Inclusive Design: Inclusive design can expand customer reach fourfoldNow
A peek into your consumer’s future All to gather
Now “
I believe everyone should have the ability to experience the
world around them and feel a sense of belonging wherever
they're physically at. Having access to new experiences makes
me feel more included.
”
Wakana Sugiyama
Business Analyst, Google Japan
The World Health walking trips. This feature
Organization estimates that is the first in Google Maps
15 percent of the world’s to be built from the ground
population—over 1 billion up by and for people with
people—have a disability.38 vision impairments. This
Among them, 253 million inclusive product design not
people are blind or visually only helps a person get from
impaired as of 2015.39 In A to B, but it can also give
Tokyo, Wakana Sugiyama, them more confidence and
a visually impaired business reassurance when travelling
analyst, worked with the alone. It may not sound
Google Maps team to roll extraordinary to those with
out a new feature that sight, but for people who
gives people the ability to are blind or have low vision,
receive more detailed voice this can open up a world of
guidance and new types of opportunity.40
verbal announcements for
Sources: 38, 40 Google Blog - The Keyword: Voice guidance in Maps, built for people with impaired vision
39
IAPB: Vision First: Key messagesA peek into your consumer’s future All to gather
The Japanese transport
ministry provides a subsidy
of 600,000 yen per vehicle
to taxi companies that
purchase universal design
cabs. These taxis are larger
than regular cabs, and
have wheelchair ramps and
other amenities that make
it easier for passenger with
disabilities to use them.
The government plans on In Hong Kong, the visually The wallet was initially
having 44,000 such taxis impaired can now accurately created as a prototype in
on the nation's streets in count banknotes. Local 2016 and was crowdfunded
time for the 2020 Summer designer, Comma Leung to full development over a
Olympics in Tokyo.41 Mai-wai, has developed a three year process. This year,
wallet with a special inner Standard Chartered Bank
panel that allows users to purchased 500 wallets for a
slide notes against it and local school for the visually
tells their value according impaired to support Leung’s
to width. Leung runs her own initiative.42
design studio called Mosi
Mosi, which translates to
"no worries" in Cantonese.
Sources: 41 The Japan Times: Creating a barrier-free transportation environment in Japan
42
asia one: How a Hong Kong designer came up with a wallet that can help the visually impaired identify banknote denominationsA peek into your consumer’s future All to gather
A unique product design With an estimated 10%
issue was recently of the world’s population
addressed in the classified as left-handed,
Philippines. Legislators in this design improvement
the country recognised provides a substantial
that left-handed students number of people in the
were struggling with school Philippines with a more
desks that were designed comfortable learning
for right-handed students. environment. Education
They discovered that left- is a fundamental pillar to
handed students tended economic growth and
to write more slowly when societal development.
using desks designed for Providing students with
right-handed students an atmosphere that is
and suffered with back, conducive to study is
neck or shoulder pain critical to ensure growing
from twisting their bodies minds are comfortable
into positions.43 In August and engaged with their
2019, the Congress of the surroundings.
Philippines passed a law
that requires all public and
private schools to introduce
neutral desks suitable
for left and right-handed
students by 2025.
Source: 43 Philippine Daily Inquirer: Left-handed students to get neutral desksA peek into your consumer’s future All to gather
Helping make fashion “We intentionally design
more accessible is Love, silhouettes and colours that
Wing Stamps had to purchase cosmetics from
Bonito, a female direct- can flatter an Asian women’s
overseas or from international
with The Feisty brands and hope for the to-consumer brand with body proportions and skin
Chick best that they suited Asian omnichannel operations tone,” states Charmaine
complexions and features. The across Singapore, Malaysia, Chua, VP of Business
advent of e-commerce allowed Indonesia, Cambodia Development at Love, Bonito,
brands to produce products and Hong Kong as well “and we play to our strengths
The Feisty Chick is an that are more inclusive and local
as significant online and focus on what we do
independent Singaporean consumers the opportunity
presence in countries really well.”
beauty company that launched to purchase products made
its eye cosmetics at the end for them. Our product is not including the United States,
of July 2019. Comprising a original in concept—there are Philippines, and Australia.
double-headed wing stamp brands outside of Asia offering
(for the left eye and right eye) a similar idea—but what our
and one felt tip liner, the user- product does is target single
friendly products are designed lids, monolids, hooded lids, or
to instantly create a fuss-free, more common Asian eye types
winged eye-line, a look that is that were not being targeted
coveted yet often tricky and by international brands. That Globally,
time consuming to create. was a missed opportunity.”
Winged eyeliner stamps have With Euromonitor International
searches for
been around for a few years, projecting that the category "asian size chart"
yet these products were not will grow 6.1% over 2019-2021
designed for Asian eyelids in Asia Pacific, making design have grown 9x
according to The Feisty tweaks that tap into the needs since 2008.44
Chick’s owner Si Ting Chua. of more consumers in Asia
"Until recently, Asian shoppers makes sound financial sense.
Source: 44 Google Trends, Worldwide Oct 1, 2008 to Oct 2019Emerging
A peek into your consumer’s future All to gather
Emerging
All to Gather also means Searches related
enabling people who eat
specific foods, because to veganism
of religious or health and (ヴィーガン) in
lifestyle reasons, to buy
Japan grew by 8x45
groceries confident in
the knowledge that the while searches for
products they are buying ketogenic diet in
are safe and correct.
The UK’s Spoon Guru
India grew by 14x
developed an AI-powered since 2014.46
database that filters online
groceries into options that
include vegan, gluten free,
low fat, and vegetarian.
Sources: 45 Google Trends, Japan. Jan 2014 to Oct 2019
46
Google Trends, India. Jan 2014 to Oct 2019A peek into your consumer’s future All to gather
In May 2019, the food data How well a knowledge
specialists teamed up database provides
with Woolworths in New information on halal
Zealand and Australia, to ingredients, sugar-free
launch their proprietary groceries for diabetics,47
search system. Connected or plant-based diets
to the supermarket chain’s for vegans could be
online storefront, Spoon the difference between
Guru’s indexing helped abandoning an online cart
to overcome a pain or checking out. It also
point some consumers widens the net to include
experience when consumers with a range of
searching. By providing diverse cultural as well as
more information on dietary needs.
food ingredients, fewer
shoppers felt excluded
because of their lifestyle
choices or cultural and
religious affiliations. Global
searches
for Halal as
a topic have
increased
by 10x since
2004.48
Sources: 47 WHO: Addressing Asia’s fast growing diabetes epidemic
48
Google Trends, Worldwide. Jan 2014 to Oct 2019A peek into your consumer’s future All to gather
Apart from its role in dietary According to data published upped their game to cater to
habits, the concept of halal by Sigma Research in Muslims by setting up their
is also an important factor 2017, 85% of Indonesia’s own halal hub. South Korean
in cosmetics retail in the consumers still choose local beauty and cosmetics
region. According to the skincare brands and 53% conglomerate, Amorepacific,
State of the Global Islamic choose local makeup brands. established a hub in Johor for
Economy Report 2018/19, Among the local brands research and development
“the halal pharmaceuticals dominating the Indonesian on halal cosmetics, especially
and cosmetics sectors market, nobody has grown for targeting consumers
“
continue to expand as more as fast as Wardah in the last in Asia.51
products are produced and 5 to 10 years. According to Manufacturers are embracing
ingredients are increasingly Nielsen Company Indonesia, inclusivity throughout the region.
halal-certified.” It states it has become the country’s It’s given rise to more Asian
that Muslims’ spending on top-selling cosmetics brand ingredients, and Asian concepts.
cosmetics was estimated at with a market share of more Halal products and ingredients
US$61 billion in 2017, which than 30 percent. In a survey have grown because people want
to be heard. They want a voice in
is expected to increase to conducted by Markplus Inc,
the products they consume.
US$90 billion by 2023.49 Wardah was the top pick
Wardah Cosmetics
among cosmetic brands in
Indonesia, with 37.8 percent
of the respondents choosing
”
Amanda Lim
(Indonesia) is one of the Editor, Cosmetics Design-Asia
brands which is forging it as their favorite. Several
ahead in halal beauty.50 global industry players have
Sources: 49 New Straits Times: Halal Beauty: The next big thing
50
Business Wire: 2018 Success Case Study: Wardah Cosmetics
51
The Jakarta Post: Halal boom changes face of Indonesia’s cosmetics industryA peek into your consumer’s future All to gather
Apart from capitalising on
the growth of Halal cosmetic
demands, Amorepacific took
further steps to an inclusive
business approach with the
launch of its male makeup
brand BeReady in September
2019. The development of the
line was inspired by research
from the Consumer Trend
Centre at Seoul National
University which reported More than half of the
that three out of 10 men respondents stated that
from Gen Z claimed to use they experimented with
facial cosmetics on more makeup in middle school.53
than two occasions per week. Developing a cosmetics line
for male consumers who
In India, watch
were already significant
time of beauty makeup users shifts
tips “for men” on the dialogue away from
gendered stereotypes to
YouTube grew by create a potentially new
over 80% in the revenue stream.
first half of 2019.52
Sources: Source: 52 Google data, India, Jan - Jun 2019 vs Jan - Jun 2018
53
The Korea Bizwire: Generation Z men drive growth of cosmetics industryFuture
A peek into your consumer’s future All to gather
The internet
Future economy in the
non-metros of
Southeast Asia is
projected to grow
fourfold between
2019 and 2025,
twice as fast as
the metros.56
With the increasing adoption from non-metro areas. And
of digital payments and while the majority of online
telecom carrier billing travel bookings today come
options, more non-metro from the metros, non-metros
subscribers from Indonesia, may soon catch up and
Malaysia, Vietnam, Philippines, even overtake the metros,
and Thailand are paying as travel-related queries
for premium online media grew 1.5x faster outside
services such as gaming, the big cities last year.54
music, and video on demand. It is, therefore, essential
These trends are also for brands to also consider
evident on Google Search. socio-economic inclusivity,
In Indonesia, for example, apart from that of race,
46% of all searches for gender, ethnicity, age, and
internet packages come physical ability.55
Sources: 54, 55, 56 Think with Google: e-Conomy SEA 2019: Swipe up and to the right: Southeast Asia’s $100 billion internet economyA peek into your consumer’s future All to gather
The annual per capita potential to play a big role
spending in metros across in this growth. The OS
Southeast Asia is currently can, among other things,
around $600, while that provide accessibility
in non-metros is almost to Google Assistant
six times lower at $100. for a wider audience in
Though, the purchasing emerging markets such as
power of the consumer Southeast Asia and India.
in smaller cities and rural With the proliferation of
areas might not be as large voice across the APAC
as that of the metros, region, Hindi has already
research shows that the become the second-most
internet economy of the used language globally
non-metros is likely to on Google Assistant after
grow by 4x between 2019 English. To widen the
and 2025, a rate that is number range of users that
almost twice as fast as the can access the product,
big cities.57 eight other Indic languages
(Marathi, Bengali, Tamil,
KaiOS, an operating Telugu, Gujarati, Kannada,
system for low-end Malayalam and Urdu) have
feature phones, has the been added to Assistant.58
Sources: 57 Think with Google: e-Conomy SEA 2019: Swipe up and to the right: Southeast Asia’s $100 billion internet economy
58
Tech Crunch: Google Assistant gets expanded language and device supportA peek into your consumer’s future All to gather
In India and China,
more than 2 in 3
people would like
voice-activated
devices to use
local accents and
phrases.59
More than half of all the voice-activated devices to Google introduced The app enables
online consumers in APAC use local accents and local a new voice recorder consumers, especially
feel that voice-activated phrases.61 This demand could app called “Recorder” those with learning
devices should display see future devices move with the launch of the and physical disabilities,
human-like characteristics beyond regional accents new Pixel 4 in October easily accomplish
such as using local accents and languages and become 2019 that automatically common tasks like
(53%) or local phrases more personalised with
transcribes recordings taking notes during
(56%).60 This is especially vocal characteristics that
in real time as the lectures, meetings,
so for online consumers in appeal to specific segments
person is speaking, and other such events.
India and China, where more across APAC.
than 2 in 3 people would like
even when there is no
Internet connectivity.
Sources: 59, 60, 61 Google/Qualtrics Consumer Shift Survey 2019A peek into your consumer’s future All to gather
McDonalds recently As the LGBTI communities Pride Circle, it provides
acquired voice-technology gradually gain greater “immersive travel for the
company Apprente, a visibility and mainstream LGBTI community”. The
specialist in voice-based acceptance, more brands brand aims to create more
conversational technology are catering to this inclusivity with “experiential
in September 2019. demographic. But as they travel that includes LGBTI-
Apprente creates voice- gain greater visibility and centric interests, history,
based platforms for mainstream acceptance culture, events, and
complex, multi-lingual, more brands will look to spaces.”63 Along with offering
multi-accent, and multi-item cater to them. The Unhotel trips, the travel specialists
conversational ordering. In Hong Kong, Company, a boutique were also sponsors of RISE
The eventual plan is to watchtime for Indian travel business that (Reimagining Inclusion
implement this technology specialises in creating for Social Equity), India’s
LGBT content
into customer-facing unique leisure experiences, first LGBTI Job Fair held in
scenarios for the fast food grew by over launched a new brand Bangalore, demonstrating
giant. This technology is set 70% in the first named, Hues, in September The Unhotel Company’s
to be deployed at drive- 2019. A collaboration with commitment to targeting
throughs as well as on
half of 2019.64 local social enterprise underserved audiences.
mobile ordering interfaces
and kiosks in the near future.
It has the potential to create
a more efficient system that
can overcome a pain point—
fully understanding orders
despite differences
in regional accents.62
Source: 62 Fast Company: McDonald’s just bought a voice-recognition
company for high-tech drive-throughs
63
Unhotel: HUES: An Immersive Travel Experience for the LGBTI Community
64
Google data, Hong Kong, Jan - Jun 2019 vs Jan - Jun 2018Implications
A peek into your consumer’s future All to gather
Implications
Nobody wants to be in a and communication to
position where they feel raise awareness about the
excluded when accessing benefits of diversity. Such
a product or service. an approach can improve
Unfortunately, this does user experience and serve
happen when brands a larger mass of people.
look at consumers as a Examples of such practices
monolithic mass, and not a already exist in the form
diverse group of people. It of Leung’s ‘readable’
is, therefore, essential for wallet and Google Maps’
brands to understand and voice guidance feature,
address the needs of various which provide enhanced
groups and also recognize accessibility for the visually
the diversity within them. impaired and make them
Along with inclusive design, feel included and secure in
it is imperative for them to their daily lives.
use the tools of marketingA peek into your consumer’s future All to gather
Brands must evolve a Levelling the playing field
app SOS feature and Live genuine approach to for people from all walks of
Break Chat support—the former diversity and inclusion. life can help brands initiate
the Silence sends automated SMSes Paying lip service to the more dialogues with a broad
about a driver’s live location
cause may yield temporary range of voices. Technology
Campaign to friends and family and
results, but consumers is enabling this conversation
alerts the police during
Malaysia is part of a select emergencies, while the will eventually view these by reducing the pain points
group of countries that allow latter helps hearing imparied companies as insincere and of reaching previously
Persons With Disability (PWD) drivers communicate with opportunistic. Inclusivity ignored segments, and
to obtain a commercial driver’s the app’s support team. The is not just about featuring is helping address unmet
license. Seeking to open company has also equipped everyone in campaigns, consumer needs.
up more opportunities for cars with materials that can
it is also about recognising
hearing imparied drivers and help deaf driver-partners
the differences and With 3 in 5 APAC consumers
raise awareness about the communicate with customers
demographic, ride-hailing app about navigation routes and diversity within all groups. (60%) stating that diversity
Grab launched GrabForGood toll charges. Furthermore, This recognition can is an important concept
in 2018 with their Break The Grab is attempting to cater to help open the door to to them, consumers have
Silence campaign. The company passengers with disabilities better understanding and made it abundantly clear that
used inclusive in-app features via GrabAcademy, a program contextualising a variety fairness matters to them.
and marketing campaigns to for driver-partners on how
of consumers. Brands across the region are
push the initiative. Some of to better assist people with
encouraged to use the tools
the features included an in- special needs.65
available at their disposal and
embrace this philosophy.
Source: 65 Grab: GrabForGood: Break the silence to empower livesA peek into your consumer’s future Shared commerce
Shared
Commerce
[ʃɛrd ˈkɑmɚs]
Next generation
consumption
driven by an
ethos of rational
purchasingA peek into your consumer’s future Shared commerce
Shared Commerce The main pillars of Shared
highlights the positive Commerce are re-commerce,
shift in perception towards rational consumption, and
second-hand goods and sustainability. Re-commerce,
shared experiences among or reverse marketplace, refers
people in the region. In the to the growing practise of
recent years, the sharing purchasing and selling used
economy—led by the likes goods, or renting products
of Uber and Airbnb—has not over a digital marketplace
only disrupted industries created for this specific
but has also changed why reason. Meanwhile, rational
users choose to rent or consumption refers to
share rather than own. the consumer practice of
This shift in consumption is purchasing or borrowing
about maximizing the user’s products and services that More than half of all
satisfaction when using are considered necessary the online Millennials
a product, given limited rather than superfluous. and Gen Zs in APAC
resources—usually driven by And sustainability is about believe that pre-owned
price, perception, or a sense balancing the need to own products have better
of community. products with the desire value than new items.66
to reduce wastage and And more than half
have minimal impact on of the region’s online
the environment. consumers claim
renting helps them save
money that they would
have otherwise wasted
on a new product.67
Sources: 66, 67 Google/Qualtrics Consumer Shift Survey 2019A peek into your consumer’s future Shared commerce
The exponential rise of consumers, closing the loop
e-commerce, along with the and re-selling rather than
proliferation of smartphones disposing of products is now
has greatly boosted the a critical consideration.
marketplace model. Online
transactions are no longer The potential of the second-
limited to e-commerce hand fashion market was
websites, they are now also recently highlighted by
taking place on C2C platforms America’s leading re-
(chat apps, blogs, forums). commerce marketplaces
Thred Up. In a report
Across Asia this trend is published by the company,
rapidly gathering momentum. the US second-hand fashion
According to a global survey category is expected to
A Re-commerce took shape when one of the carried out by a leading grow to $51 billion in five
Success Story three founders had a tough time re-commerce player in April years from its current value
selling his second hand phone. 2019, Hong Kong shows of $24 billion.70 This trend
Cashify—an online second- From a one-room start-up that
the third highest consumer is gathering exponential
hand phones and electronics conducted limited business, the
interest in sustainable momentum in APAC,
marketplace—enables users to company now sees over 100K
sell, repair, and manage phones monthly transactions with an fashion, after Italy and especially in China, where
and other electronic devices average ticket size of $59.71. Spain.69 The link between the size of the second-
at competitive market rates. In 2018, Cashify raised $12 purchase through to end hand market is expected to
Founded in Gurgaon, India in million from Chinese investors usage of a product is a double by 2020 to more than
2013—the idea behind this such as CDH Investments and driving factor that impacts US$140 billion,71 as consumers
re-commerce success story MorningSide Group.68
Shared Commerce. For some embrace re-commerce.72
Sources: 68 ET Tech: Recommerce player Cashify raises $12M from CDH Investments & MorningSide Group, others
69
Vestiaire Collective Online Survey
70
Thred Up: 2019 Resale Report
71
asia one: Will you give your unwanted items a ‘second life’?
72
The China Centre for Internet Economy ResearchA peek into your consumer’s future Shared commerce
The growth of Shared For those looking to balance In the beauty and cosmetics
Commerce has also the conflict between their industry, major brands such
been aided by the fact desire to own certain as Maybelline New York,
that a majority of APAC products and their limited MAC Cosmetics, and
consumers feel that being financial resources there Nykaa have embraced
frugal in life is important.73 is the emerging trend of the trend and offer their
Many among them purchasing items in smaller products in small-sized,
also feel that acquiring packs, especially in the high tube containers.74 While
second-hand products end Consumer Packaged the concept of sachets in
is a socially responsible Goods (CPG) category. emerging markets like the
practice that prolongs a Philippines and Indonesia
product’s life cycle and has been primarily driven by
helps reduce wastage. cost, the concept of social
responsibility is helping
higher-end CPG brands
open a new market for
consumers to experience
luxury guilt-free.
Majority
of APAC
consumers
feel that being
frugal in life is
important.
Sources: 73 Google/Qualtrics Consumer Shift Survey 2019
74
Livemint: Small packs are now a thing of beauty in cosmetics industryA peek into your consumer’s future Shared commerce
Australia75 zero waste Singapore76 zero waste
3x growth in searches zero waste shopping 4x growth in searches zero waste lifestyle
for “zero waste” for “zero waste”
zero waste veganism zero waste sustainability
in the past 5 years in the past 5 years
zero waste grocery stores zero waste natural environment
India77 zero waste Vietnam78 used goods
5x growth in searches
for “zero waste” zero waste implementation 7x growth in searches used goods watches
in the past 5 years for “used goods”
zero waste solar power used goods flea markets
in the past 5 years
used goods vintage clothing
Founder & Editor-in-Chief see change when it comes choices that have a positive
of Green Queen Media, to the consumer mindset impact on the planet and on
Sonalie Figueiras, whose in Asia. From zero waste to society. It's no longer just
publication receives over 3.5 eco living to plant-based about financial-value-based
million digital impressions eating, consumers across status but rather eco-value-
per month, predicts attitudes the regions are embracing based status. Consumers
to Shared Commerce are sustainability at the core of are pricing in environmental
growing in magnitude. She their everyday decisions and costs even as businesses are
says: “Everywhere I look I looking to make purchasing lagging behind on this.”
Sources: 75 Google Trends, Australia. Oct 1, 2014 to Oct 2019
76
Google Trends, Singapore. Oct 1, 2014 to Oct 2019
77
Google Trends, India. Oct 1, 2014 to Oct 2019
78
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