Superior digital experiences engage Southeast Asian consumers | WARC | The Feed

Superior digital experiences engage Southeast Asian consumers

Nearly eight in ten consumers in Southeast Asia consider themselves to be “digitally curious” and they seem more willing to embrace digital technologies than their counterparts in at least four other major global markets.

This is according to a new survey from software firm VMware and reported by The Drum.

Highlights from the VMware Digital Frontiers 3.0 Study

• “Digitally curious” is a label that 78% of Southeast Asian consumers said they identify with, compared to just 64% in the UK, 59% in the US, 57% in Germany and 55% in France.
• More than two-thirds (69%) of consumers in Southeast Asia said 2020 had forced them to engage with organisations digitally, but they found the experience to be enjoyable. By contrast, just 40% of consumers in the US and France, and 33% in the UK and Germany, felt the same way.
• Southeast Asian consumers most enjoy digitally engaging with financial services (63%) and retailers (60%), although the proportion dropped to 42% when asked about dealing with government and officialdom. However, government digital sites rate highly for trust, along with financial services.
• The top three digital experiences that Southeast Asian consumers value most are a high level of protection for personal data (58%), ease of access to all platforms and devices (45%) and faster speed of service (40%).
• And 59% said they would switch to a competitor if their ongoing digital experience with a brand did not live up to expectations.

Key quote

“Beyond responding to the initial shift in digital expectations, the key to unlocking greater growth is the delivery of superior digital experiences that delight Southeast Asian consumers” – Sanjay K. Deshmukh, VP and MD for Southeast Asia and Korea at VMware.

Sourced from VMware