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APAC emerging markets outpace more developed counterparts in mobile shopping

Nayela Deeba | Sept. 21, 2017
Consumers in emerging markets are also increasingly using advanced digital payment options, such as QR codes, according to Mastercard's study.


Emerging markets in Asia Pacific (APAC) are outpacing their more developed counterparts in mobile shopping, according to Mastercard's recent Mobile Shopping Survey.

Consumers in India (75.8 percent) were found to be the region's top mobile shoppers, having made at least one purchase through their mobile phones in the three months preceding the survey. This is followed by China (71.4 percent) and Thailand (65 percent).  

Meanwhile, more advanced markets like Japan (31 percent) saw lesser mobile shopping activities.

The study also revealed that consumers in APAC's emerging markets are increasingly using advanced digital payment options to pay for their mobile shopping. More than one in 10 consumers use QR code for payment, with the most avid users hailing from China (42.6 percent).

"Consumers in many of Asia Pacific's emerging market are mobile-first user, having leapfrogged the traditional payment evolution. Their governments are making significant efforts to push the development of e- and m-commerce landscape as well as its supporting infrastructure, which has in part contributed to the growth we've seen in the latest survey results," said Benjamin Gilbey, senior vice president, digital payment and labs, Asia Pacific, Mastercard.

The study also found that preferences for in-store shopping continue its steady decline across APAC, dropping to 45.9 percent from 48.6 percent two years ago.

Convenience was cited to be the key reason for consumers to turn to mobile shopping. This is particularly so in China (70.9 percent), Thailand (60.8 percent) and Taiwan (59.2 percent).

Consumers in APAC were mostly shopping via their mobile devices for clothing and fashion accessories (34.9 percent), personal care and beauty products (21 percent) and movie tickets (20.2 percent).


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