Press Room

A shift in shopper dynamics provides new opportunities for Singapore retailers

More than two in five Singaporeans are omnichannel shoppers who buy online and offline

Nearly eight in 10 shoppers are the Millennials and Gen-X Singaporeans

Most shoppers depend on recommendations from family and friends for purchase 

SINGAPORE  – August 19, 2015 – Singaporeans are among the most active online purchasers globally across a broad range of products and services, and e-commerce has seen exponential growth in Singapore in recent years, according to a new report released today by global performance management company, Nielsen.

The new Bricks and Clicks Shopper Trends report which polled responses from 1,639 Singaporeans in April and May 2015 based on their shopping behaviours and attitudes, revealed a rising trend of Omni-channel shoppers (41%), and indicating Millennials (37%) and Gen-X (43%) as the prevalent shopper segments in Singapore. The report also provides a closer look at the shifting trends in the Singapore retail landscape and adoption of online retailing.

“Consumers are taking a blended approach on their path to purchase as they are no longer shopping either on online or at offline retail channels,” said Connie Cheng, Executive Director, Shopper Solutions Lead, Nielsen Southeast Asia, North Asia and Pacific. “Successful retailers are able to identify the growing trends of new shopper segments and leverage on technology to provide an engaging and seamless shopping experience, which increases the opportunity for sales conversion and repeated business.”

MOST SINGAPOREAN SHOPPERS ARE DIGITALLY SAVVY

41% of Singaporeans are largely Omni-channel shoppers who enjoy browsing online for information and purchase at both online and offline retail channels. Taking precedence on their shopping list are grocery food items (82%), fashion (65%) and personal care products (65%). Omni-channel shoppers depend primarily on recommendation from family and friends for new purchases online (29%) and offline (25%). Search engine (12%) and the retailer’s website (9%) are the next two influencers for online purchases, whereas print publications (16%) and advertisements in stores (13%) work in favour on capturing attention to promote offline purchases.

17% of Singaporean shoppers are loyal online shopaholics and are fully dependent on e-Commerce sites for browsing and make purchases in their top categories of fashion (33%), travel (33%), and IT and mobile gadgets (33%). Similar to Omni-channel shoppers, referral from family and friends (22%) has the biggest influence. 13% of online shopaholics are drawn to a good retailer website and 12% of the respondents feel that effective search engine marketing is required.

Webroomers form the third most prominent shoppers (12%) and gather information from online and offline sources, but shop at brick and mortar stores, primarily for grocery food (75%), grocery non-food (56%) and personal care items (57%). Webroomers’ presence is fundamentally offline. Thus, 30% of the respondents have identified that a print advertisement will work best, followed by word of mouth from family and friends (21%) and placement of advertisements at store (10%).

MILLENNIALS AND GEN-X ARE THE BIGGEST SHOPPERS

Report findings also indicated that nearly eight in 10 shoppers are Millennials (37% of total shoppers, age 20-34 years old) and Gen-X (43% of total shoppers, age 35-49 years old), who consist mainly of females (59% in Millennials, 54% in Gen-X) are Omni-channel shoppers (46% of Millennials and 39% of Gen-X).

38% of Gen-X shoppers have made online purchases for travel packages, fashion items (36%), and IT and mobile gadgets (34%). On the other hand, one in two Millennials (50%) have bought a fashion item online. 40% and 28% of the Millennials have spent on travel and event tickets respectively over the last three months.

ABOUT THE 2015 BRICKS AND CLICKS SHOPPER TRENDS REPORT

The Nielsen 2015 Bricks & Clicks Shopper Trends report was conducted from April 24 to May 18, 2015 and polled 1,639 online respondents in Singapore. The report provides a comprehensive overview on the shopping behaviours and attitudes, demographics of shoppers and purchasing trends. It has a margin of error of ±2.4%. This Nielsen survey is based only on the behaviour of respondents with online access.

ABOUT NIELSEN

Nielsen N.V. (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers Watch and Buy. Nielsen’s Watch segment provides media and advertising clients with Total Audience measurement services across all devices where content—video, audio and text—is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry’s only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources, Nielsen provides its clients with both world-class measurement as well as analytics that help improve performance.  Nielsen, an S&P 500 company, has operations in over 100 countries that cover more than 90% of the world’s population. For more information, visit www.nielsen.com.