A snapshot of 2021: How SEA’s consumer behaviour adjusted to COVID | WARC | The Feed

A snapshot of 2021: How SEA’s consumer behaviour adjusted to COVID

In 2021, people in Southeast Asia adjusted to the new normal as the internet became even more important in their daily lives, with online shopping companion iPrice Group’s data revealing that laptops and smartphones were the most popular searches in Singapore, Malaysia and the Philippines, as many have potentially purchased these items to enhance their work/study-from-home experience during lockdown.

Why it matters

The second year of the pandemic has seen many interesting consumer trends as people start to adjust and adapt, with electronics, luxury goods and even pets among the most searched items, but COVID-19 has also caused the highest suicide and domestic abuse rates.

Key insights

• In the Philippines, cakes ranked second with bakeshop brand “Red Ribbon” one of the most sought-after items to celebrate birthdays, anniversaries and significant events while at home.
• In Singapore, many have searched for air conditioners to potentially deal with the republic’s hot weather, while items such as luxury watches and bags were also popular.
• Luxury watches were highly browsed by Malaysian shoppers, who were also particularly interested in home entertainment – LED TVs ranked in the top five of the most-browsed items in Malaysia.
• Romance wasn’t dead in 2021 – there was a 57% increase in searches for romantic gifts during the pandemic as those who were physically separated sent Valentine’s Day presents.
• Indonesia, the Philippines and Malaysia posted the highest surge in Google searches for mental health services in the first five months of 2021, with the three countries’ searches increasing by 231%, 128% and 109% respectively.
• Brand collaborations with popular K-pop bands, such as BTS, influenced shoppers – Malaysia saw a 46% increase in searches for McDonalds’ BTS meal, similar to other countries in SEA such as Singapore, Philippines, Vietnam, Thailand and Indonesia.

Sourced from iPrice Group