APAC consumers are the world's most prolific online shoppers: Nielsen

Measuring the average intent to make online purchases in the next six months, only 11 per cent of Asia Pacific consumers said that they did not intend to make an online purchase in the next six months, compared to 18 per cent globally. Once again, consumers in South Korea (96 per cent) and China (95 per cent) topped the list for being the most likely customers to shop online.

Only 13 per cent of Asia-Pacific consumers indicated they had never shopped online, compared to 16 per cent globally. 

The products and services most likely to be purchased online in the next six months by Asia-Pacific consumers were books (52 per cent), clothing / accessories / shoes (44 per cent) and airline tickets (35 per cent).   

Close to one third or 31 per cent of Asia-Pacific consumers frequently purchased from retail sites with an online-only presence, compared to 19 per cent who purchased most frequently from sites that also had traditional 'bricks and mortar' stores.  

Thirty per cent said they most frequently purchased from sites that allowed them to select products from many different stores. 

"Technology and the Internet will very likely fundamentally change how and where shoppers spend their money and interact with retailers," observed Pete Gale, managing director of Nielsen's Retailer Services in APIMEA and Greater China. "We are already seeing a strong trend in markets like Korea, where a significant population of online shoppers buy essentials such as groceries, cosmetics and nutrition supplies over the internet. Increasingly, as consumers look for more convenience and 24/7 access to products and services, this is a great opportunity for retailers to redefine their channel strategy in order to meet the changing needs and wants of consumers." 

The Nielsen report also highlighted the importance of online opinions as part of the decision making process in the Asia Pacific region with 60 per cent of consumers using social media sites to help them make purchase decisions (compared to 43 per cent globally) and 41 per cent viewing online product reviews as a trusted recommendation (compared to 38 per cent globally). 

Asia-Pacific consumers indicated that online reviews and opinions were most important to them when buying consumer electronics (59 per cent), cosmetics (44 per cent) and cars (42 per cent), choosing not to buy without consulting online reviews. 

Close to half of Asia-Pacific consumers surveyed (49 per cent) said they were more likely to share a negative product or service experience online than they were to share a positive experience.  

At the country level, this tendency was the highest amongst consumers in China (62 per cent), Vietnam (46 per cent), Singapore and India (both 44 per cent).  Globally, 41 per cent of consumers were more likely to share a negative rather than a positive product experience online.   

"Any organisation offering a consumer product or service in today's marketplace is open to scrutiny from every angle, and it is critical that these organisations not only understand their consumers, but effectively engage and communicate with them," emphasised Megan Clarken, Asia-Pacific managing director of Nielsen's online division.