66%of Singaporeansare using IVAs

Singaporean consumers’interaction with brands

Our findings show that more than half of Singaporeans are currently using super apps, with a third keen on trying them in the next year.

By o�ering transactional capabilities across multiple needs and services within a single app, brands can o�er their customers a seamless experience while retaining their competitive edge over other players in the market.

Singaporeans are eager to adopt intelligent virtual assistants (IVAs), such as Siri, Alexa, and Cortana, with 62% looking to purchase an IVA device.

From our study, we see that industries, ranging from home automation to healthcare and banking, should get ready to capitalize on this trend.

Building customer loyalty is essential to maintaining brand competitiveness. Our study highlights that three in four consumers would switch brands after a bad experience. Experience has become such a focal point for consumers that two in three are willing to pay a premium for superior customer experience.

Out of the 11 industries rated for their service expectations and actual experience, consumers indicated that none had managed to match or exceed their expected service level.

More than half of Singaporean consumers are willing to share their personal data in return for a degree of personalization.

Although consumers are willing to provide their personal information, protection and security remain a concern.

Singaporean consumers arewilling to share personal datain exchange for personalization

Megatrend #5

New technologies willaccelerate change in thedigital payment space

Megatrend #6

Consumers in Singapore are eager to explore more e�cient payment methods, such as wearables, voice-activated payment, and social commerce platforms. These new technologies will play a crucial role in driving the growth of digital payment.

Retailers need to rethink their payment process to create a seamless experience for consumers, while payment providers should evaluate the trade o� between a simplified user experience and security.

Usage andwillingnessto use super

apps

12%

Willing to use

Not willingto use

Current users

53%35%

Singaporeans find IVAs helpful in ...

Base: 1,007 (total)

Base: 1,007 (total)

Browsing

Base: 1,007 (total)

78%Online

22%O�ine

58%Online

42%O�ine

Categories where a unified commerce approach is desired

14%

Voice-activated payment e.g. Amazon Pay via Alexa

Challenges for digital payment

Base: 1,007 (total)

Discounts on productsor services mostcommonly used

45%

Faster, easier services

32%O�ers and perks based oncurrent location

32%

Lower prices for ideal conduct, e.g. receive incentivesor rebates for tracked positive behavior, such as frequentexercise

39%

Would abandon a brandas soon as they have abad experience

78%

Willing to pay more toreceive a better customerexperience

60%

Healthcare

Banking

Insurance

Travel and hospitality

Cosmetics and skincare

Automotive

Clothing, shoes,accessories

General entertainment

Consumer electronics

Food and beverages

Household groceries

Service level expectedService level experienced

Base: 1,007 (total)

Below 35 years old

35 to 45 years old

46 years old and above

60%

56%

43%

2020 DigitalMegatrends

Base: 1,007 (total)

Consumer experiencewill be at the epicenterof business transformation

Megatrend #3

Singaporean consumers want the ability to shop seamlessly and expect retailers to provide a unified commerce experience. 78% of shopping journeys begin with online browsing, and it shifts between online and o�ine channels.

Businesses need to harness the power of big data to understand customer preferences that can enable them to deliver a seamless customer journey across multiple touchpoints. In particular, consumers expect a seamless experience from the banking (46%), travel and hospitality (34%), and food and beverage (33%) sectors.

Frictionless experience is setto move to the forefront of thecustomer experience strategy

Megatrend #4

Wearablese.g. smartwatches, rings

Mobile walletse.g. Apple Pay, Alipay,GrabPay, Singtel Dash

Social commercee.g. WeChat, Alipay

28%

31%

60%

34%

32%

32%

19%

Lack of consumer trustConsumers find it hard to trustnew payment methods with theirpersonal details

Lack of market acceptanceConsumers tend not to usenew payment methods unlessthere is wide market acceptance

Lack of retailers’implementationConsumers are reluctantto adopt payment methodsthat are not widely usedby retailers

Lack of choice clarityRange of new payment methodsavailable is a source of consumerconfusion

35%

32%

35%

30%

Purchasing

74%At home/o�ce

26%In-store

Delivery

54%In-store

46%Self-mail out

Return

Banking46%

Travel andhospitality

34%Food andbeverages

33%Healthcare31%

Clothing andaccessories

31%

Currently used super app features

Base: 537 (all current users of super apps)

Transportation82%

Food69%

Delivery41%

Digital wallet39%

Messaging20%

Base: 886 (all current users and those intending to use super apps)

Tickets40%

Hotels37%

Food37%

Delivery36%

Transport32%

Home utilities76%

Home/Cybersecuritysurveillance

73%

Smart homedevices

72%Monitoringhouseholdprovisions

71%

Monitoring healthand well-being

70%

Super app features to try in the next year

would trade personaldata for personalizedservices

52%

Priority service

32%

Base: 1,007 (total)

% of Singaporeanswho are current users

% of Singaporeansthat want to usein the next year

Four areas of growth in digital payment

62%willing to purchasean IVA device

Base: 414(those who are aware of IVAs)

Base: 923 (non-users of IVA devices)

Monitoring autonomousvehicles or driving

59%

Monitoring householdfinance and payments

65%Re-stockinghousehold provisions

68%Monitoring childrenand elderly

69%Booking hotelsand restaurants

70%

TOP

5

Expectations for sharing personal dataTOP

5

Below 35 years old61%

30%

51%35 to 55 years old

56 years old and above

Below 35 years old32%

39%

37%35 to 55 years old

56 years old and above

45%

63%

39% 55%

34% 48%

35% 47%

32% 42%

27% 36%

33% 41%

32% 38%

29%34%

The rise of super appsMegatrend #1

A future enabled by voiceMegatrend #2

65%

45% 64%

45%

88% of Singaporean consumers arekeen to try new super app features

TOP

5

Base: 1,007 (total)

Base: 1,007 (total)