S E A E D I T I O N

GLOBAL
CONSUMER
TRENDS REPORT
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GCT 2023 SEA EDITION

Contents

Shopping Media and Entertainment

05 At a Glance: Consumer Trends in 10 At a Glance: Consumer Trends in

Shopping Media and Entertainment

06 Voice of the Consumer 11 Voice of the Consumer

09 Next Steps for Shopping 13 Next Steps for Media and

Entertainment

BFSI Travel and Hospitality

14 At a Glance: Consumer Trends in 18 At a Glance: Consumer Trends in

BFSI Travel and Hospitality

15 Voice of the Consumer 19 Voice of the Consumer

17 Next Steps for BFSI 21 Next Steps for Travel and

Hospitality

22 Conclusion
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GCT 2023 SEA EDITION

Introduction

For consumer brands, mobile phones are the most accessible means to connect
with audiences in Southeast Asia. Whether for streaming video content, making
purchases, or finalizing travel plans, consumers in Southeast Asia prefer smartphones
over other connected devices.

Affordable smartphones and data

have helped increase mobile internet
penetration to above 90% in many of
the region’s key markets as of 2022. In
comparison to 2017, this is a significant
improvement as many regions in
Southeast Asia had less than 50%
internet penetration.

With consumer behavior evolving, brands

must be up-to-date with the latest trends
and tweak their customer engagement
strategies accordingly. A robust customer
engagement strategy can help brands
build successful long-term customer
relationships.

Daily Average Screen Time for Southeast Asians (Excluding Work)

27.6% 6.9%
More than Less than
6 hours daily 2 hours daily
Key takeaway: 38.7%
of Southeast Asians
prefer to spend 2-4
hours daily on their
screen apart from
work. 26.9%
5-6 hours daily
38.7%
2-4 hours daily
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GCT 2023 SEA EDITION

Where has the Southeast Asian Consumer Spent the Most?

2.7%
Travel (Ride Hailing/
Domestic/International)
7.3%
Credit Cards,
Key takeaway: 46.6% Utility Bills, or
of consumer spending 2.6% Loan Payments

in Southeast Asia has Fitness(Nutrition,

Healthcare)
been towards Media
and Entertainment
40.6%
Shopping
platforms. 46.6% (Including Food &
Grocery Delivery)
Entertainment
(Streaming services,
Gaming, Dating,
Lifestyle)

Brands need to know the device preferences, frequency of usage, growth vis-à-vis
industry, etc., to finetune their customer engagement strategies.

The 2023 edition of the Global Consumer Trends Report will take
you through an in-depth exploration of consumer behavior and
preferences across Southeast Asia.

About This Report

MoEngage analyzed the behavior of
1.3 billion consumers to understand
how consumption trends have
1.3B+
Consumers
changed in 2023. In addition, Analyzed
MoEngage also surveyed consumers
from Southeast Asia to listen to the

4
voice of the modern consumer and
learn how their preferences have
changed this year.
Primary
Verticals
This research includes four primary
verticals: Retail and E-Commerce,

3200+
Media and Entertainment, Travel and
Hospitality, and Banking and Finance.
Consumers
Surveyed
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GCT 2023 SEA EDITION

Retail, E-commerce, Groceries,

D2C, and Jewelry

Shopping

At a glance

2%
290% Growth in
customer stickiness
for Food Delivery and
growth in MAU for E-commerce
Grocery platforms. platforms.

8%
Growth in new
2%
Decline in customer
customers for Food stickiness for
Delivery and Grocery E-commerce platforms.
platforms.
 6
Shopping
GCT 2023 SEA EDITION

Voice of the Consumer

73.2% 62.6%
of Southeast Asians prefer buying products of Southeast Asians prefer buying
online on their smartphones. groceries at least once a week.

46.6% 35.9%
of Southeast Asian shoppers visit a of Southeast Asians above the age of
mobile app or website 4-5 times before 44 prefer buying groceries offline.
purchasing online.

Where Do Southeast Asians Prefer Buying Products Online/Offline?

2.3%
Social Media

15.6%
Key takeaway: 73.2% Physical Stores 63.6%
of consumers in Mobile App
Southeast Asia prefer 8.9%
buying products online Desktop
on their smartphones. Websites

9.6%
Mobile
Websites
 7
Shopping
GCT 2023 SEA EDITION

How Many Times Do Southeast Asians Visit a Shopping App/Website

Before Making a Purchase Online/Offline?

4%
2.3% 1 Time
Prefer Buying
Products Offline
Key Takeaway:
46.6% of Southeast
Asian shoppers
29.4%
2-3 Times
visit a mobile app
or website more
than 5 times before
purchasing online. 46.6%
More Than 5
Times 17.7%
4-5 Times

How Often Do Southeast Asians Buy Groceries Online/Offline?

20.7%
Prefer Buying 10.7%
Products Online Daily
Key takeaway: Offline
62.7% of Southeast
Asians prefer to buy
groceries at least 16.6%
once a week. Online Once in 32.6%
15 Days Online
Once a
Week
19.4%
Online Twice a
Week
 8
Shopping
GCT 2023 SEA EDITION

DAU vs MAU Growth in Shopping

New Customers vs Stickiness Growth in Shopping

New Customers Growth Stickiness Growth

 9
Shopping
GCT 2023 SEA EDITION

How To Drive Sustainable Growth For Shopping Platforms?

Engage Using
Personalized Campaigns
ShopX App
Hi Dian, Strengthen your customer engagement
You may like this aura Bluetooth ear.. by creating personalized experiences
based on customers’ online and in-store
interaction with your brand, past purchases,
preferred categories, and loyalty status.

Boost Repeat
Purchases Among
Loyal Customers
Encourage customers to
share their delightful purchase
experiences with everyone
Rate your recent purchase at ShopX by dropping a review on their
preferred engagement channel.
 10
GCT 2023 SEA EDITION

OTT, Audio and Video

Streaming, Gaming, Sports,
and Digital Publications

Media and
Entertainment

At a glance
48% growth in DAU
for OTT platforms.
34%
growth in MAU for OTT platforms.

2% 6%
Decline in new Decline in customer
downloads for OTT stickiness for Media and
platforms. Entertainment platforms.
 11
Media and Entertainment
GCT 2023 SEA EDITION

Voice of the Consumer

46.6%
of consumer spending in Southeast Asia has been
58%
of consumers in Southeast Asia prefer to stream
towards Media and Entertainment platforms. music, videos, and movies on their smartphones.

59.7%
of Southeast Asians stream music, videos, TV
23%
of consumers in Southeast Asia prefer to stream
shows and movies daily. music, videos, and movies on their smartphones.

Where Do Southeast Asians Prefer Streaming Music, Videos, TV Shows,

& Movies Online?

23.3%
TV
58.0%
Key Takeaway: 58% of Smartphones
(mobile application
consumers in Southeast & website)
Asia prefer to stream 6.3%
music, videos, and movies Tablet
on their smartphones.
12.4%
Desktop Website

How Often Do Southeast Asians Stream Videos, TV Shows and Movies?

5.6%
Once a Week

7.9%
Key Takeaway: Only on Weekends/
2 Times
59.7% of Southeast
Asians stream
music, videos, TV
shows and movies 26.9%
3-4 Times a Week
daily. 59.7%
Daily
 12
Media and Entertainment
GCT 2023 SEA EDITION

DAU vs MAU Growth for Media and Entertainment

DAU MAU

New Customers vs Stickiness Growth for Media and Entertainment

New Customers Growth User Stickiness Growth

 13
Media and Entertainment
GCT 2023 SEA EDITION

How To Drive Sustainable Growth For Media and

Entertainment Platforms?

Drive App Engagement

Using Segmentation
PlayX
Send targeted communication to your
Hi Dian,
Did you enjoy Thor Ragnarok? Watch audience by understanding their content
Loki Season 2 on the Play X app.
consumption patterns and preferences.
This will help you boost subscriptions and
app stickiness.

Personalize Communication to
Increase Engagement
Reach your viewers where they are and send
personalized breaking news, alerts, and content
recommendations across any device or channel to
offer a great customer experience.

E Times 8 min ago

Breaking News:
Box Ship Detained in Singapore
 14
GCT 2023 SEA EDITION

Online and Traditional Banks,

Fintech, Insurance, and Peer-to-Peer

Banking and
Finance

At a glance

10%
14% growth in MAU
for Fintech platforms.
Growth in customer stickiness for
Banking platforms.

13% 2%
Growth in DAU for Decline in new
Banking platforms. downloads for Fintech
platforms.
 15
Banking and Finance
GCT 2023 SEA EDITION

Voice of the Consumer

37.9%
of Southeast Asians use Banking and Fintech platforms
62%
of Southeast Asians visit Banking and
to view balances and review account activity. Fintech platforms at least 2-3 times a week.

22.9%
of Southeast Asians use Banking and Fintech
21.5%
of Southeast Asian millennials visit Banking
platforms for spending and setting up saving goals. and Fintech platforms daily.

How Often Do Southeast Asians Visit Banking and Fintech

Platforms (Excluding Payment Platforms)

10.0% 23.1%
Once a Month Daily
Key Takeaway: 62%
of Southeast Asians 6.6%
visit Banking and Every 15 Days
(Fortnightly)
Fintech platforms
at least 2-3 times a
week.
21.4% 38.9%
Once a Week 2-3 times
a Week

How Do Southeast Asians Use Banking Platforms?

37.9% 2.6%
Signing Up or
View Balances,
Managing
Key Takeaway: 37.9% Review Account
Credit/Debit Cards
Activity, and
of Southeast Asians use Deposit Checks
Banking and Fintech 22.9%
platforms to view Spending and

balances and review 16.4% Setting Up

Saving Goals
Managing
account activity. Mortgage,Loan
or Bill Payments
20.1%
Money transfer
or BNPL
Payments
 16
Banking and Finance
GCT 2023 SEA EDITION

DAU vs MAU Growth in Banking and Finance

DAU MAU

New Customers vs Stickiness Growth in Banking and Finance

New Customers Growth User Stickiness Growth

 17
Banking and Finance
GCT 2023 SEA EDITION

How To Drive Sustainable Growth For Banking and

Finance Platforms?

Use Loyalty
Programs to Boost
User Acquisition
Identify the most loyal customers
X Bank using RFM segmentation and invite
them to your referral program.
Hi Dian,
You’re invited to X Bank’s loyalty pro-
gram. Join now!

Boost Stickiness Using

Personalized Recommendations
Offer high-value financial
advice using Dynamic Product
Messaging (DPM) that offers a
360-degree view of customers
to understand their behavior,
preferences, and financial
history.

X Bank 8 min ago

Personalized home Equity loan at the lowest interest

rate, only for you!
 18
GCT 2023 SEA EDITION

Hotels and Homestays, Online Travel,

Room Rentals, and Ride-hailing platfoms

Travel and
Hospitality

At a glance

42%
64% Growth in DAU
for Hotels and Travel
platforms.
Growth in MAU for Hotels and Travel
platforms.

18% 8%
Growth in new downloads for Growth in customer stickiness
Travel and Hospitality platforms. for Logistics and Transportation
platforms.
 19
Travel and Hospitality
GCT 2023 SEA EDITION

Voice of the Consumer

66.5%
of Southeast Asians prefer to get information
34%
of consumers in Southeast Asia use ride-
for travel plans using their smartphones. hailing services at least 3-4 times a week.

20.5%
of Southeast Asians prefer to get information
25%
of Southeast Asian millennials use ride-hailing
for travel plans from social media. services at least 3-4 times a week.

How Do Southeast Asians get Information for Business or

Personal Travel Plans, Activities, or Reservations?

20.5% 37.4%
Social Media From a Travel
Key Takeaway: (Reddit/Instagram/ App on Mobile
66.5% of Southeast Twitter/Facebook)
Asians prefer to
get information for
travel plans using 13.0% 29.1%
From a Travel
their smartphones. From a Travel Website on
Webiste on Mobile
Desktop

How Often Do Southeast Asians Use Ride-Hailing or Cab Services?

32.6% 10.4%
Daily
Less Than Once
Key Takeaway: 34% a Month
of consumers in
Southeast Asia use 23.6%
ride-hailing services at 3-4 Times
a Week
least 3-4 times a week.

11.3% 22.1%
Every 15 Days Once a Week
 20
Travel and Hospitality
GCT 2023 SEA EDITION

DAU vs MAU Growth in Travel and Hospitality

DAU MAU

New Customers vs Stickiness Growth in Travel and Hospitality

New Customers Growth Stickiness Growth

 21
Travel & Hospitality
GCT 2023 SEA EDITION

How To Drive Sustainable Growth For Travel and

Hospitality Platforms?

1:11
Kotuka Airport
Trigger Relevant
Communication to
Increase Engagement
Deliver contextual and timely messages
like check-in alerts and recommended
entertainment or restaurant reservation
notifications to delight your customers.
Ayatana,
Security Checkpoint 1 is just a
5-minute wait. Head there!

Send Personalized
Discounts Based on
Usage
Reset with a
gorgeous getaway
to Langkawi.

Leverage personalization 33% off+20% off

only for you!

and omnichannel campaign

Reset with a gorgeous getaway to
engagement to send personalized Langkawi. 33% off+20% off only for you!

discounts for holiday seasons and

weekends.
 22
Conclusion
GCT 2023 SEA EDITION

Insights-led engagement is the way forward for brands in Southeast Asia

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Note: Consumer trends in each vertical are relative to others.

Our report shows that Southeast Asians have shifted their attention away from
Food Delivery and Sports platforms and have become more active on Streaming,
Shopping, and Travel platforms, respectively. These changing trends parallel the shifts
in consumers behavior and preferences. To be at the top of the consumer’s mind,
businesses must adapt to these changes.

As we enter 2023, brands cannot afford generic communication that fails to resonate
with consumers. Brands must leverage insights and analytics to understand consumer
behavior and personalize communications accordingly. By understanding platform
usage, brands can identify the best timing, preferred channel, and frequency of
communication for a satisfying customer experience.
 23
For example, 46.5% of Southeast Asian shoppers visit a mobile app or website 4-5
times before purchasing online. Thus, E-commerce platforms must wait at least 1-2
REPORT
2023 SEA EDITION

days before triggering cart abandonment emails and push notifications.

BENCHMARKS

Similarly, since 58% of Southeast Asians prefer to stream content on their mobile
devices, Entertainment platforms should favor engaging using push and in-app
notifications over other channels for driving engagement and subscriptions.
CUSTOMER ENGAGEMENT GCT

Understanding what your customers genuinely want is essential for creating a robust
customer engagement strategy.

About MoEngage
MoEngage is an insights-led customer engagement platform, trusted by more than
1,200 global consumer brands such as Kredivo, Alfamart, BliBli, Stockbit, XL Axiata,
Alodokter, TheAsianparent, Mamikos, POPS Worldwide, CIMB Bank, and more.
MoEngage empowers marketers and product owners with insights into customer
behavior and the ability to act on those insights to engage customers across the web,
mobile, email, social, and messaging channels. Consumer brands across 35 countries
use MoEngage to power digital experiences for over 1 billion monthly customers. With
offices in 13 countries, MoEngage is backed by Goldman Sachs Asset Management,
B Capital, Steadview Capital, Multiples Private Equity, Eight Roads, F-Prime Capital,
Matrix Partners, Ventureast, and Helion Ventures.

To learn more, visit www.moengage.com.

MoEngage is an insights-led customer engagement platform trusted by over 1,200

global consumer brands such as Kredivo, Alfamart, Blibli, 7-Eleven, XL Axiata,
Standard Charted, Citibank, Dominos, Samsung, Atome, Home Credit, CIMB Bank
and more. MoEngage empowers marketers and product owners with AI-driven
insights to create omnichannel experiences that consumers love. Consumer
brands across 59 countries use MoEngage to power digital experiences for over a
billion monthly customers. With offices in 13 countries, MoEngage is backed by
Goldman Sachs Asset Management, B Capital, Steadview Capital, Multiples
Private Equity, Eight Roads, F-Prime Capital, Matrix Partners, Ventureast, and
Helion Ventures.

Schedule a Demo