Singaporeans most active online buyers in SouthEast Asia

It is also ranked 9th most active in the world.

A new survey conducted by HSBC found that 57% of Singaporeans have purchased goods or services digitally in the past month. This makes it the 9th largest in the world on a per capita basis, and largest in Southeast Asia.

The survey also found that more than most other countries, Singaporeans prioritise reliability and trustworthiness when choosing a brand. This is particularly so for younger consumers.

According to the report, 94% of young Singaporean consumers (18-34s) said that trust and reliability in a brand was the most important consideration when making a purchase.

This also reflected the views of older consumers (88% of Singapore respondents who were 35-54 and 85% of respondents who were 55 and older). Comparatively, the global average amongst consumers from advanced economies who sought trust and reliability in brands was 63%.

Steven Cranwell, Head of Commercial Banking for HSBC Singapore, said: “The fact that younger Singaporeans are seeking reliability and trustworthiness seems counter-intuitive and surprising, as these attributes are more likely to be associated with older consumers. This is an example of how consumer behaviour is changing rapidly, and businesses need to be alert
to these changes so they can respond positively in order to sustain business growth.”