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)
