SINGAPORE – September 27, 2013 – According to a survey by comScore, Inc., most Asian consumers favor using mobile devices when they shop, with 8 out of 10 saying they prefer to access multi-channel retailers via handheld devices.
The survey, "UPS Pulse of the Online Shopper: A Customer Experience Study," said that Asia Pacific consumers search for deals and price comparisons through tablets. The survey also found that in a typical three-month period, over 70 percent of Asian respondents used a smartphone to purchase items online, while 80 percent used a tablet.
"This shifting behavior in Asia Pacific opens up numerous business opportunities for retailers, giving them an increasing number of online platforms to reach customers," said comScore senior director Susan Engleson.
"With such a strong customer preference for mobile devices, retailers need to fully understand how and when shoppers are using these devices in order to stay ahead in this competitive global landscape," she said.
The survey also revealed that online shoppers value convenience, particularly post-sale–65 percent of respondents rated email or text alerts as the most convenient notification service to track their packages.
In terms of customer satisfaction, only had of Asian shoppers were content with their online shopping experience–a low number compared to 83 percent in the United States and 78 percent in Europe.
Consumers expressed low satisfaction with the ability to choose delivery dates and times, the collection purchased goods at a convenient retail location, and exchange or returns policies.
"Asia’s consumers are seeking multiple access channels, a variety of shipping choices, and post-purchase convenience," said Michael Mclary, UPS director of Enterprise Segmentation and Product Strategy for the Asia Pacific region.
"Mobile strategy has become a cornerstone for retailers with the growing popularity of an integrated online shopping experience. Through our survey, it is clear there is room for retailers to improve their services. By differentiating themselves with consumer-driven supply chain strategies, they can drive customer loyalty and expand globally," Mclary said.
