Sign up | Log in



PR Today

Home >> Press Release

JOver four in five APAC online consumers access the internet daily on their smartphones: GfK

Messaging apps are most utilised with over half agreeing that they text more than talk on their smartphones

Singapore, July 13, 2016 – With the escalating penetration of smartphones and improving internet infrastructure across APAC, the mobile device has become consumers’ primary gateway to the internet. According to a recent GfK study, accessing the internet via the smartphone has become a daily activity for 83 percent of the online users  across eight key Asia Pacific markets, led by the Chinese (93 percent) and followed by the Thais (89 percent), Indonesians (88 percent), Singaporeans (87 percent) and Vietnamese (81 percent).

These are findings from the recent GfK study: The Connected Asian Consumer, which was conducted in May this year among 8000+ smartphone owners across eight Asia Pacific markets

“The smartphone gives an unparalleled reach to today’s connected consumer, which when compared with the different mass media, perhaps can be rivaled only by the TV, but even that is being challenged in a few of the markets,” highlighted Karthik Venkatakrishnan, APAC Director for Digital Marketing Intelligence at GfK.


Messaging apps: Becoming remote controls for day-to-day living

Messaging apps are used more than any other smartphone apps across most Asian countries, with Indonesia, India and Singapore taking the lead. Over 80 percent of users in each of the respective countries say they use it at least once weekly. At the opposite end is Japan, where less than two in five (39 percent) use messaging apps on a weekly basis

“At the rate which messaging apps are reportedly being used in this region, it is not surprising that a high proportion of connected consumers actually text more than they talk on their smartphone,” said Venkatakrishnan. “The top APAC countries where most consumers agreed with this statement were Singapore, Australia and India at 72, 64 and 64 percent respectively.”

Interestingly the Chinese still prefer to talk as much as they text—only slightly over a third (37 percent) of them agreed with this statement.


Social media: From simple networking to customer service and e-commerce

The Indonesians, Thais and Indians are the most avid users of social apps, with 86, 82 and 81 percent of these connected consumers using them on a weekly basis.

“Today’s social platform has changed over the years to now cover a much broader range of audience—not just the younger crowd who were the predominant users at the beginning,” said Venkatakrishnan. “They have also evolved from its original purpose of simple networking to now being heavily utilized by brands and businesses to engage their customers and to further their business agenda.”

For instance, nearly two-thirds of connected consumers in India (64 percent) and over half (54 percent) of those in Indonesia said they have some level of engagement with at least one brand on social media in the past week—making them the group of consumers in APAC who are most open to being engaged by businesses online. These are also the top two markets where consumers said they have watched online videos/advertisements by brands.


Shopping: Connecting online and offline journeys to reap rewards

With the proliferation of e-commerce, shopping apps are also gaining popularity across the markets. Such apps are used most often in India (54 percent) and China (48 percent) with around half of the online population using a shopping app more than once a week. Consumers in Singapore and Indonesia also reported fairly high usage incidence (37 and 35 percent). Only the developed markets of Australia and Japan are still very much conducting their online shopping activities on their PCs.

According to GfK findings, the categories which consumers do the most research on and make final purchases over the internet are airlines, hotels, music, apparels and smartphones. In the bigger cities of certain markets like India and China, purchasing smartphones online is fast catching up with the offline methods.

Mobile payment is another area which is likely to encourage growth of online shopping. For instance, a significant percentage of connected consumers in India (72 percent) and Indonesia (60 percent) agree that using the phone to send/receive money is easier than sending cash, and that paying for their shopping online is more secure now than before.

“As society’s reliance and usage of digital technology continues to deepen, businesses which do not have a strategy targeted at digital and social platforms will only get left behind; especially when more and more consumers in the lesser developed markets eventually get connected online,” Venkatakrishnan said. “The consumer purchase journey is no longer linear—brands need to be available at each touch point at moments where their consumers are present, integrating their offline and online experiences so that they are ever ready for their customers when they are wanted the most,” he concluded.


About The Connected Asian Consumer study

The Connected Asian Consumer study was conducted in May 2016 amongst more than 8000 smartphone owners across Asia Pacific who are online on a regular basis. The survey covered China, Japan, India, Australia, Singapore, Indonesia, Thailand and Vietnam, with the objective of gaining a deeper understanding of consumers’ habits in the digital space. Topics covered included media consumption, mobile usage habits, as well as brand engagement and the consumers’ purchase journeys.

About GfK

GfK is the trusted source of relevant market and consumer information that enables its clients to make smarter decisions. More than 13,000 market research experts combine their passion with GfK’s long-standing data science experience. This allows GfK to deliver vital global insights matched with local market intelligence from more than 100 countries. By using innovative technologies and data sciences, GfK turns big data into smart data, enabling its clients to improve their competitive edge and enrich consumers’ experiences and choices.

For more information, please visit or follow GfK on Twitter:


Reach Southeast Asia!
10- Nations, 560- Million Consumers
And $1 -Trillion Market
We are the Voice of Southeast Asia Media Kit
The only Media Dedicated to Southeast Asia Advertising Rates for Magazine
Online Ad Rates

Comment on this Article. Send them to

Letters that do not contain full contact information cannot be published.
Letters become the property of AseanAffairs and may be republished in any format.
They typically run 150 words or less and may be edited
submit your comment in the box below

Today's  Stories                           July 15, 2016 Subsribe Now !
• Mekong Capital invests $6.9m in Wrap & Roll Subcribe: Asean Affairs Global Magazine
• New models give boost to car industry
• Singapore economy grows 2.2% in Q2, in line with expectations
Research Reports
on Thailand 2007-2008

• Textiles and Garments Industry
• Coffee industry
• Leather and footwear industry
• Shrimp industry

• Mobile services often first step to banking
• Tally reveals extent of tourism industry growth
Asean Analysis                  Jully 8, 2016
• Asean Analysis July 8, 2016
Recalibrating the Islamic State Threat in Southeast Asia
Advertise Your Brand

Asean Stock Watch   July  14, 2016
• Asean Stock Watch-July 14, 2016
The Biweekly Update
• The Biweekly Update  July 8, 2016

ASEAN NEWS UPDATES      Updated: 04 January 2011

 • Women Shariah scholars see gender gap closing
• Bank Indonesia may hold key rate as inflation hits 7 percent
• Bursa Malaysia to revamp business rules
• Private property prices hit new high in Singapore • Bangkok moves on mass transport
• Thai retailers are upbeat
• Rice exports likely to decline • Vietnamese PM projects 10-year socioeconomic plan


This year in Thailand-what next?

AseanAffairs   04 January 2011
By David Swartzentruber      

It is commonplace in journalism to write two types of articles at the transition point between the year that has passed and the New Year. As this writer qualifies as an “old hand” in observing Thailand with a track record dating back 14 years, it is time take a shot at what may unfold in Thailand in 2011.

The first issue that can’t be answered is the health of Thailand’s beloved King Bhumibol, who is now 83 years old. He is the world's longest reigning monarch, but elaborate birthday celebrations in December failed to mask concern over his health. More






1.  Verifier

1. Verifier

For security purposes, we ask that you enter the security code that is shown in the graphic. Please enter the code exactly as it is shown in the graphic.
Your Code
Enter Code

Home | About Us | Contact Us | Special Feature | Features | News | Magazine | Events | TV | Press Release | Advertise With us

Our Products | Work with us | Terms of Use | Site Map | Privacy Policy | Refund Policy | Shipping/Delivery Policy | DISCLAIMER |

Version 5.0
Copyright © 2007-2015 TIME INTERNATIONAL MANAGEMENT ENTERPRISES CO., LTD. All rights reserved.
Bangkok, Thailand