Google-2020年消费者未来（英文）-2020.4-62页_3mb

Summary of "A Peek into Your Consumer's Future" (2020)

Core Content

This report explores the evolving consumer landscape in the Asia-Pacific (APAC) region, emphasizing the importance of consumer insights and trends in shaping marketing strategies. It highlights the shift from a passive to a participatory consumer experience, driven by the rise of "With Me" content and the broader concept of inclusive design.

Main Views

• Digital Transformation in APAC: The region has undergone a significant transformation from a digital follower to a leader, with over 2.3 billion internet users and a mobile-first mentality. The growth of the internet economy and the rise of local content reflect this shift.

• Rise of Participatory Content: "With Me" content—such as live streams and videos where viewers engage in real-time with creators—has become mainstream. This includes content like "cook with me," "eat with me," and "study with me," which foster a sense of community and shared experience.

• Technology and Innovation: The development of ambient computing and new technologies, such as haptic feedback, is blurring the lines between online and offline experiences. These innovations are expected to further enhance consumer engagement and interaction.

• Cultural Influence: The region's diverse cultures are playing a crucial role in shaping consumer behavior. Local content resonates deeply with audiences, and this cultural richness is becoming a key driver of consumer engagement and brand success.

• Inclusivity and Design: Inclusive design is gaining traction as a core marketing principle. It ensures that products and services are accessible to a wide range of consumers, including those with disabilities, and is seen as a way to enhance brand perception and reach.

Key Information

• APAC's Digital Growth:

  • Over 2.3 billion internet users in APAC.
  • 70% of users own a smartphone.
  • 98% of users access the internet via mobile, compared to 85% in the US.
  • The region generates 53% of the world's app revenue and has seen 86.2 billion downloads.

• "With Me" Content:

  • Participatory content is growing rapidly across APAC.
  • In South Korea, YouTube viewers watched over 500 years of "With Me" content in the first half of 2019.
  • In the Philippines, "Get Unready with Me" videos are gaining traction.
  • In Malaysia, mukbang content watch time has grown by over 150%.
  • In Japan, "cook with me" watch time has increased by over 500%.
  • In Indonesia, "shop with me" videos have seen over 260% growth.

• Consumer Engagement:

  • 51% of APAC consumers use videos and live streams to connect with friends.
  • 53% of online APAC consumers feel part of a larger community when watching live streams.
  • 50% of online APAC consumers agree that inclusivity is important to them.

• Inclusive Design:

  • Inclusive design ensures accessibility for all demographics.
  • 95% of APAC consumers believe that a poor user interface negatively affects their perception of a product or service.
  • In Australia, businesses could generate up to $4 billion in revenue through inclusivity.
  • The World Health Organization estimates that 15% of the global population has a disability, with 253 million being visually impaired.

Methodology

The report is based on a triangulated approach that includes:

• Internal Data: From Google.
• Quantitative Research: Surveys conducted across 12 APAC markets with 7,166 qualified respondents.
• Expert Interviews: Insights from industry leaders and creators.

Contributing Partners

• Qualtrics: A digital platform used for market research, customer experience, and brand tracking.
• Asian Consumer Intelligence: A trend forecasting and branding consultancy.

Implications

• The shift towards participatory content and inclusive design is changing how brands interact with consumers.
• Brands must adopt an "outside-in" perspective to understand and adapt to consumer behavior.
• Technology advancements are enabling more immersive and interactive experiences, which could redefine how consumers engage with products and services.

Conclusion

The report underscores the importance of understanding and adapting to the evolving consumer behavior in APAC. As the region continues to lead in digital innovation, brands that embrace participatory content and inclusive design are likely to thrive in the new consumer landscape.