20201年东南亚和中国香港千禧一代购物行为调查报告（英）-15页_6mb

Summary of Millennial Motivations and Buying Behaviours Online across Southeast Asia and Hong Kong 2021

Core Content

This research report, conducted by Carousell Media Group and IAB SEA+India, explores the motivations and buying behaviours of millennials (defined as 18-35 years old) across five key markets in Southeast Asia and Hong Kong: Singapore, Malaysia, Philippines, Vietnam, and Hong Kong. The study surveyed over 3,500 users of Carousell Group marketplaces, including Mudah in Malaysia and Cho Tot in Vietnam, to identify patterns in consumer engagement, income, spending habits, and attitudes towards sustainability and recommerce.

Main Objectives

• To establish a clear profile and understand the shopping behaviour of the Carousell Group under 35 audience to highlight advertising opportunities.
• To understand millennials' relationship to sustainability, their personal attitudes, and how these influence brand considerations.

Key Findings

Audience Profile

• Gender: The audience was fairly balanced, except for Mudah and Cho Tot, which had a higher proportion of male users (67-79%).
• Age: Singapore and Hong Kong had equal representation from both age groups, while other markets showed a stronger presence of under 35s (67%+).
• Marital Status & Household Profile: Under 35s are more likely to be single (67%), while over 35s are more likely to be married. The Philippines had the highest proportion of multi-generational households (33% of under 35s with 6+ members).
• Employment: Most users are full-time or self-employed. Mudah had a higher unemployment rate among under 35s (13%) compared to the regional average.
• Property Ownership: Over 35s are more likely to own property (58% on average, 71% in Singapore). A significant portion of non-property owners are saving for property, except in Hong Kong, where under 35s are less likely to save.

Income and Spending Habits

• Household Income: 30% of users fall into the top 50% of household incomes, with Hong Kong and Vietnam leading in this category.
• Spending Priorities: Across all markets, the top expenses are Mortgage/Rent, Savings, Groceries, and Personal Shopping/Grooming.
• Singapore: Saves the most (26%) and has lower mortgage priorities due to government subsidies.
• Malaysia: Mortgage/Rent is the largest expense (22%) for both age groups.
• Philippines: Groceries are the top expense (24%), and the majority live in multi-generational households, affecting property ownership.

Motivations and Buying Behaviours

• Buying Pre-owned Items: 77% of users believe the item's description and photo accurately reflect its condition, 74% are motivated by lower prices, and 67% appreciate the greater selection.
• Selling Pre-owned Items: Sustainability is a key motivator (68% for selling vs. 54% for buying). Users also sell to create a side income or upgrade to new items.
• Luxury Purchases: Half of the audience has bought luxury items in the past year. Bags & Wallets is the most popular category, followed by Shoes, Accessories & Jewellery. The definition of luxury is broader, with 29% categorizing "Other" including items like gold, iPhones, and cars.
• Electronics Purchases: The majority (73%) wait for sales or save for electronics. Gaming, Mobile, and Accessories are the top categories, driven by increased home time due to the pandemic.

Online Time and Platform Preferences

• Weekend Activities: Spending time with family is the top activity, followed by online shopping. Under 35s spend more time playing video games than over 35s.
• Social Platforms: Facebook, YouTube, and Instagram are the top platforms, with TikTok and Telegram also popular.
• Shopping Platforms: Shopee and Lazada dominate in all markets except Hong Kong, where HKTVMall and Taobao are preferred. Local platforms like Tiki (Vietnam) and BeautyMNL (Philippines) are also highly ranked.
• Expectations: Both age groups expect good value, quality, and availability of favorite brands from online platforms.

Key Insights

• Recommerce Growth: Recommerce is growing due to sustainability concerns and the desire for good deals.
• Millennial Engagement: Millennials are highly engaged with Carousell Group platforms, especially for browsing and buying.
• Sustainability: Under 35s are more concerned with sustainability and social responsibility, influencing their purchasing decisions.
• Regional Differences: While there are consistencies in purchasing and selling behaviours, regional nuances exist, particularly in income distribution, household structures, and platform preferences.

Conclusion

Carousell Group Marketplaces serve as a gateway to a highly engaged millennial audience, particularly those interested in electronics, fashion, and luxury items. These users value ease of use, good deals, and sustainability, making them a strategic target for brands looking to connect with a socially conscious and tech-savvy demographic. The study highlights the importance of understanding local market dynamics and consumer motivations to effectively leverage retail media opportunities.