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Third of APAC consumers ‘unsatisfied’ with digital experiences from brands finds SAP study

Singapore's Digital Experience rating

32% of Singaporeans are unsatisfied with digital experiences

An extensive survey of 10 countries in Asia Pacific has found that consumers are much less likely to share personal data or stay loyal to brands that deliver a poor digital experience, and that just under a third of people in this region feel unsatisfied with the digital experience brands are delivering for them.

SAP’s survey of 18,861 people across 215 of the region’s biggest brands found that people in maturer economies such as Japan, Korea and Australia are far more demanding of digital experiences than people in developing countries such as India, Indonesia and the Philippines.

Singapore is the only country in Southeast Asia where people are generally unhappy with digital experiences from brands, with 32% saying they are “unsatisfied” and a quarter (25%) saying they are “delighted” by them, giving a digital experience score of 8/10 or more.

By contrast, almost half (48%) of Indonesians say they are delighted by digital experiences, and only 14% are unsatisfied in a country with relatively poor infrastructure, slower internet speeds and lower smartphone penetration.

People in Japan, one of the world’s most digitally sophisticated countries, are the least content, with almost half (49%) of respondents saying they are unsatisfied with digital experiences, and just 18% very happy.

Indians are the happiest, with 59% saying they are delighted by the digital experiences brands give them, and only 15% are unsatisfied.

The digital experience attribute people in this region value the most is, by some margin, safety and security. Availability anytime, anywhere is the next most desired trait, followed by relevance without infringing on people’s privacy.

As a region, Asia Pacific is net positive for digital experience, with 32% of those surveyed across the 10 markets unsatisfied and 35% delighted. Around a third were ambivalent.

On average, those delighted with the digital experience were six times more likely to disclose private data, and over five and half times more likely to remain loyal to a brand than those who are unsatisfied, the study found.

% of respondents who would share private data after good or bad digital experience; source: SAP

% of respondents who would share private data after a +ve or -ve digital experience

Banking is, overall, the region’s best performing sector, particularly in New Zealand, Malaysia and Indonesia, while also faring well in Thailand and the Philippines.

The automotive and high tech industries both do well in Japan and South Korea, with the car industry doing very well in India.
APAC's best and worse performing sectors by country; source: SAP

APAC’s best & worse performing sectors by country; source: SAP Digital Experience Report

Governments and telcos, despite being responsible for laying broadband pipes to ensure better and faster internet speeds, perform particularly badly in the report.

SAP’s Digital Experience Report emerges on the same day that Forrester predicted that more than half of all retail sales in Asia Pacific will be influenced by the internet by 2020, up from just over one third in 2015.

Source: Forrester

Source: Forrester

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