As the holiday season nears, consumers in the Asia Pacific will begin bargain hunting on their mobile phones, according to the newly released Adobe Digital Index (ADI) “2014 Holiday Shopping Predictions” report (PDF).
The report, based on data analysis from more than 45,000 Web sites, reveals that e-commerce in the Asia Pacific region is growing strongly as customers favor mobile sales, easy payments, and personalized advertising.
Online revenue in China and Thailand is expected to rise by more than 30 percent this year, while in Japan, Australia, Hong Kong, and Singapore it will grow by 10 percent to 15 percent. Overall sales revenue in China alone is expected to top $US993 million ($1.13 billion) as retailers brace for a buying frenzy that will see them produce almost one-quarter of their annual revenues in a matter of days.
Name The Day
Sales days in the Asia Pacific region have become more important than ever. China’s “Bachelors’ Day” (or “Singles’ Day”) sales on Nov. 11 are predicted to reap more than $US2 billion; Japan’s Dec. 15 sales are predicted to bring in more than $US650 million.
“This research shows that sales days are incredibly important in the Asia Pacific region, although each country has its own special sales day,” said Tyler White, an ADI analyst. “Retailers in the region are also acutely aware of how important the holiday sales are. Many will make 20 to 30 percent of their annual revenue during the holidays, so they need to know the technology is ready.”
Mobility Is Marvelous
This year, however, the question of how people are spending their money online has become just as important as what they are buying. According to ADI, only 15 percent of shoppers in the Asia Pacific are using a conventional desktop computer to make their purchases, while almost 10 percent are shopping on tablet devices and 8 percent are using their smartphones to seal the deal.
“The ability to offer a mobile-friendly sales platform is particularly relevant to the Asia Pacific region, where mobile broadband is the principal mode of connection for hundreds of millions of Internet users,” White said. “Sales on smartphones are especially important in this region.”
Consumers around the world are also responding in a positive way to digital advertising trends, such as personalization and localization.
Among the respondents to the ADI research, 55 percent of consumers said promotional material delivered to their mobile devices would be useful, while 71 percent said they liked having advertising personalized to their tastes.
The report also revealed a substantial gap between customer expectations of personalization and what they are actually getting: Forty percent of respondents described personalization as “not done well enough” or “too intrusive,” indicating the tactic is still missing the mark in many cases.
“When it comes to personalization, consumers are one step ahead of advertisers,” White said. “Their expectations are ahead of where most advertisers are today, which means there’s still a lot of work to do in 2015.”
For more ADI holiday analysis around the world, read:
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Adobe Digital Insights publishes research on digital marketing and other topics of interest to senior marketing and e-commerce executives across industries. Research is based on the analysis of select, anonymous, and aggregated data from more than 5,000 companies worldwide that use the Adobe Digital Marketing Cloud to obtain real-time data and analysis of activity on websites, social media, and advertising.
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