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Mobile Shopping Increasingly Popular Among Hongkongers: MasterCard Survey

March 13, 2014 Statistics & Trends No Comments Email Email

Even as online shopping continues to grow, more Hong Kong consumers are opting for the convenience of shopping on their smartphones with two in five local shoppers making purchases via mobile devices, according to the latest MasterCard Online Shopping Survey.

The ubiquity of internet-enabled mobile phones has many savvy shoppers in Hong Kong (40%) shopping via their smartphones, marking a 15% increase since 2011.  However, local consumers seem to be less shrewd in terms of shopping via their smartphones with the city ranked seventh in Asia/Pacific, behind China which is the No.1 market (59.4%).

The most popular products bought via mobile shopping include cinema tickets, clothing and other fashion accessories, followed by e-coupons and deals, mobile apps and personal/beauty care products. Compared to last year, most categories remained fairly steady, although clothing and fashion accessories have been trending up over the last two years.  Convenience and more apps that make it easy are the key reasons for Hongkongers to shop.

Online Shopping

Almost nine in 10 Hongkongers made at least one purchase online in the last three months. The city sees the number of online shoppers continue to grow from 79.4% in 2011, 87.4% in 2012 and 2013, placing Hong Kong sixth in Asia/Pacific and indicating its growing importance in the local market. Sidebarcbc_468x220

“Given the extensive reach of smart phones and the increase of those who are conducting mobile shopping in the city, there is strong potential for mobile phones to develop as a more prominent platform for online purchases,” said Hai Ling, Division President of Greater China, MasterCard.

“The survey also indicated that sites offering secure and convenient payment methods continue to be top consideration for local consumers when shopping online via their mobile phones, computers or tablets. MasterCard is committed to providing consumers with convenient and safe payment options that enable a more seamless shopping experience,” he added.

Mobile & Online Shopping in Asia/Pacific

Chinese consumers are most avid online and smartphone shoppers across all 14 markets in Asia/Pacific, with nearly 100% of respondents from China indicating that they have made at least one online purchase in the past three months. Taiwan is a top market for mobile shopping in terms of growth rate (up by 17% since 2012) with 45.2% of respondents shopped through their smartphones.

Across the 14 Asia/Pacific markets, convenience (46.8%), the ability to shop on the go (41.3%) and the growing availability of apps that make it easier to shop (40.8%) emerged as the most compelling reasons for driving smartphone shopping. Clothing and fashion accessories (26.0%) topped the list of items purchased through smartphones, followed by apps (22.4%) and music (18.8%).

The survey, which serves as a benchmark that measures consumers’ propensity to shop online, was conducted across 25 markets between November and December 2013. The report for the Asia/ Pacific region included interviews with 7,010 respondents from 14 markets who were asked questions about their online shopping habits. The survey and its accompanying reports do not represent MasterCard’s financial performance.

Percentage of Respondents Made a Purchase through Mobile Phone in the Past Three Months in
Asia/Pacific
Market %
China 59.4
Thailand 51.2
South Korea 47.6
India 47.1
Indonesia 46.7
Taiwan 45.2
Hong Kong 40.0
Vietnam 34.9
Philippines 32.8
Malaysia 31.5
Singapore 31.4
Australia 24.8
Japan 22.9
New Zealand 15.0

MasterCard and its Suite of Research Properties The MasterCard Index suite in Asia/Pacific, Middle East and Africa includes the long-running MasterCard Index of Consumer Confidence, as well as the MasterCard Index of Women’s Advancement, MasterCard Survey on Online Shopping, MasterCard Index of Financial Literacy, and the MasterCard Index of Global Destination Cities. In addition to the Indices, MasterCard’s research properties also include a range of consumer surveys including Ethical Spending and a series on Consumer Purchasing Priorities (covering Travel, Dining & Entertainment, Education, Money Management, Luxury and General Shopping).

MasterCard also regularly releases Insights reports providing analysis of business dynamics, financial policies and regulatory activities in the Asia/Pacific, Middle East and Africa region. Over 80 Insights reports have been produced since 2004. MasterCard has also released a series of four books on Asian consumer insights, authored by Dr. Yuwa Hedrick-Wong, Global Economic Advisor for MasterCard and published by John Wiley & Sons.

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