9 in 10 Singaporeans stuck with familiar brands: study

They claimed that they have become less impulsive.

Almost nine in 10 (89%) of Singaporeans have become less impulsive in their spending behaviour compared to two years ago, according to a study by data consultancy firm Kantar. This is in line with their regional counterparts in the Asia Pacific (89%).

The study also found that Singaporeans prefer brands that are not new to them, with 97% saying that their most recent purchase are brands familiar to them. Moreover, 64% of them said that they ‘knew a lot’ about the brands.

Kantar further noted that over half (52%) of people in Singapore said that their mobile is central to discovering new brands.

“Platforms like Instagram are now being used as a central ‘discovery’ channel in many markets, with people scrolling through to find new brands in the same way that they would a physical magazine,” Kantar said in a report. But despite the influx of advertising in various media platforms, 46% of Singaporeans said that the ads they see are not relevant to them.

“Consumers in Asia today are far more discerning, making decisions based on a layered understanding of the brand, built up over numerous interactions,” Anita Rao Kapur, regional head of brand for the Insights Division at Kantar, explained.