Methodology Ipsos and Quantum surveyed more than 2,500 Pakistanis between the ages of 18-55 who bought a skincare product, smartphone, or piece of women’s fashion at least industry list once between March 2019 and June 2019. One-third of those surveyed lived in rural areas. Shoppers were asked to answer written surveys and follow-up questionnaires, and were also encouraged to participate in interviews and ethnographic observations.While the industry list vast majority of shoppers in Southeast Asia (SEA) still prefer to buy offline, we found just over half of all offline purchases are influenced by digital.1
To help retailers understand how consumers use digital on the path to purchase, we embarked on qualitative and quantitative research across several industry list verticals in six key markets. The results illuminated five key lessons retailers can use to stimulate offline sales by engaging shoppers online. Thanks to improved infrastructure and connectivity, SEA has quickly become one of the world’s leading mobile-first regions. Today, more than 90% of people in industry list SEA connect to the internet via mobile.1 But despite consumers becoming more digitally savvy, 82% of sales still happen.
Think with Google Share And yet, for brick-and-mortar retailers, digital has a growing influence throughout the consumer’s purchase journey. In fact, 51% of all industry list offline purchases are influenced by digital.2 Smartphones in hand, today’s shoppers are spending more time online before visiting a store, while they’re shopping, and even after they’ve made a purchase. To get a better understanding of digital’s role in the consumer journey, we conducted extensive research industry list to explore how smartphone users in six SEA markets shop for smartphones, food and beverages, personal care, and women’s wear.