Amidst a changing climate where consumers are more informed than ever before, Rajan Anandan, vice president for Google South East Asia and India, singled out three trends that brands and retailers should watch very carefully for – and the opportunities for them.

Trend 1: Over half of consumers in Southeast Asia are now online

According to the e-Conomy SEA 2018 report complied by Google and investment firm Temasek, there are about 350 million internet users across six Southeast Asian countries: Singapore, Indonesia, Malaysia, Vietnam, Thailand and the Philippines.

“More than half of Southeast Asia is online,” said Anandan at the at the recent #Ready summit in Singapore.

“They (consumers) are spending an enormous amount of time online. Not just millennials, but pretty much everyone,” he said. “Southeast Asia now has four countries which are pretty much top-of-the-world… (for the most) time spent on the internet.