Asia-Pacific consumers are the world’s most prolific online shoppers and many rely on Internet reviews when making purchases, research firm Nielsen said yesterday.
The firm said 35 percent of consumers in the region used more than 11 percent of their monthly spending to make online purchases, compared with a global average of 27 percent of consumers.
South Koreans were the heaviest online buyers in Asia, with 59 percent directing more than 11 percent of their monthly spending to online purchases, followed by 41 percent in China, Nielsen said in a report.
A further 31 percent of Asian consumers use between 6 percent and 10 percent of their monthly shopping spend to buy items online.
“Consumers in the Asia-Pacific region are the world’s most prolific online shoppers,” Nielsen said.
More Asia-Pacific consumers also intend to buy online in the next six months than those from other regions, with South Koreans and Chinese the most likely to make such purchases.
Among the purchases consumers in the region are likely to make in the next six months are books, clothing, accessories and shoes, airline tickets, electronic equipment and hotel reservations.
“We are seeing a strong trend in markets like [South] Korea, where a significant population of online shoppers buy essentials such as groceries, cosmetics and nutrition supplies over the Internet,” said Pete Gale, a managing director at Nielsen’s Retailer Services.
Asia-Pacific consumers were also the most likely to share dissatisfaction at a product on the Internet compared with consumers elsewhere.
“The increasing accessibility of the Internet and the incredible popularity of social media and online discussion forums mean today’s brands have nowhere to hide,” said Megan Clarken, Asia-Pacific managing director at Nielsen’s online division.
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