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Chinese New Year Holiday Shopping 2022 – Highlights from APAC

Posted Jan 25, 2022

The Year of the Tiger signifies a year of courage and willpower, and with these values at the core of year 2022, we bid adieu to 2021 and welcome fresh beginnings! To better understand shoppers’ behaviors and preferences, AdColony conducted a survey across Singapore, Malaysia and Vietnam to discover how consumers will be shopping this Chinese New Year/ Tết.

As Chinese New Year shoppers gear up for celebrations, they are preparing for a season that will look noticeably different than a year ago. Gatherings with family and friends, bustling shopping malls, or even a getaway – consumers are starting to see more of these holiday rituals as possible again. Still, not everything will go back to the way it was before the pandemic. Shoppers have formed new habits and Covid-19 has prompted most people to spend the majority of their time at home, leading to a surge in mobile activity.

When it comes to shopping, consumers have chosen the convenience and safety of buying on their mobile devices. 82% of APAC consumers made an online purchase during Chinese New Year last year. The upcoming Chinese New Year is expected to continue the upward trend of mobile shopping as well!

The Chinese New Year Holiday Shopping Survey asked respondents, aged 14 years old to over 54, sixteen questions about their shopping behaviors and preferences, and how their mobile device plays a role in the buying process. Below are some highlights from the survey and don’t forget to download the infographic for more stats:

Highlights from Singapore, Malaysia and Vietnam

  • Consumers remain upbeat about Chinese New Year shopping this year. – 59% of Vietnamese consumers, 50% of Singaporean consumers and 48% of Malaysian consumers plan to increase their online shopping this year.
  • Smartphones play an integral role in a consumer’s shopping journey. – 71% of Vietnamese consumers, 78% of Singaporean consumers and 67% of Malaysian consumers search for products or brands for CNY shopping via their smartphones or tablets.
  • Consumers expect to see personalized ads on their mobile devices. – 89% of Vietnamese consumers, 86% of Singaporean consumers and 84% of Malaysian consumers would purchase something on their mobile device directly from an advertisement if the product was relevant to them.
  • Shoppers take action after seeing an ad that appeals to them. – The top 3 actions taken by consumers include visiting the brand’s website, reading reviews of the product and clicking on the ad.
  • Sales discounts are the most enticing trigger to get more users to purchase online. – When asked what promotional offers would entice their purchases most during the holiday season, 49% of Vietnamese consumers, 46% of Singaporean consumers and 36% of Malaysian consumers selected sales discounts.
  • Mobile gaming is the top entertainment activity this holiday season. – As mobile gaming became part of our daily lives during the pandemic, there are no signs of slowing down during Chinese New Year too! 38% of Vietnamese consumers, 56% of Singaporean consumers and 51% of Malaysian consumers chose mobile gaming as their top entertainment activity to relax and have fun this CNY.

Check out the infographic below for more great insights and don’t forget to click on the infographic to open it full size!

About the Study

The AdColony Chinese New Year Holiday Shopping Survey 2022 was distributed across Singapore, Malaysia and Vietnam, and garnered over 450 responses. The survey asked respondents, aged 14 years old to over 54, sixteen questions about their shopping behaviors and preferences during the Chinese New Year season, and how their mobile device plays a role in the buying process.

Join the Conversation

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