Adobe: online shopping increased during COVID-19 lockdowns in APAC

Despite COVID-19-induced lockdown restrictions now being lifted in many parts of the world, the extended time spent confined to the home has had a significant impact on consumers’ shopping habits and their interactions with brands, according to research* released by Adobe released on the sidelines of Adobe Experience Makers Live, a virtual event to help brands adapt to the digital world.

According to the research, COVID-19 has impacted consumers’ everyday lives and habits. Simon Dale, MD, Southeast Asia, Adobe commented, “The outbreak of COVID-19 has accelerated a broad shift in APAC consumer behaviours and attitudes that have been in the making for some time. It is clear from the results of the study that brands that are nimble in pivoting to this digital ‘new norm’ will be able to create deep and enduring brand resonance while helping their customers feel truly supported.

"Marketers will need to pay close attention to their customers and ensure that they adapt their CX strategy to address different groups with relevant messages, more so now than ever.”

Source: Adobe APAC Consumer Survey (June 2020). Results of responses to the questions "Will the current state of things change the way you shop in the future?" (n = 3,539) and "Have you found yourself purchasing more online in the past 3 weeks?" (n = 4,001). Nearly six in 10 (58%) consumers increased their online shopping presence, while 74% cited some future change in their shopping-related habits as a whole. Generations were polarised in their online shopping presence and intentions to change future shopping habits. Younger generations were more likely to cite an intention to change future shopping habits, while older generations were more likely to cite no increase and no change.

Despite COVID-19, seven in 10 consumers reported a preference for purchasing groceries, health/beauty items and home-improvement solutions in person, while around half also opted for home delivery (47%) - usually for food and books - and 17% relied on curbside pickup. In curbside pickups, the shopper does not enter the store, but takes delivery nearby, outside the store.

Across all product categories, younger generations and urban residents preferred home delivery while the older generation preferred in-person shopping, with the exception of media (movies, games and music) for the latter. Amongst all countries surveyed, Australian consumers were more likely to favour in-person shopping across all product categories. 

During the lockdown, 58% of consumers increased their online shopping frequency while three quarters (74%) cited an intention to change their future shopping habits. Chinese and Indian consumers were most likely to report an increase in online shopping, while Indian and Singaporean consumers reported the strongest intentions.

Unsurprisingly, younger generations were more likely to cite an intention to change future shopping habits while older generations preferred to maintain the status quo.

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Download the reports on the Adobe website – Consumer Report (PDF).

*Conducted by research firm Advanis for Adobe, the study surveyed 4,001 consumers in selected Asia Pacific countries – Australia, China, India and Singapore and 1,200 marketers across China, India, Singapore and Australia between 1 – 17 June 2020.

APAC stands for Asia Pacific, and CX for customer experience. 

Age bands are defined as: 18 to 29 years old: Gen Z (23%); 30 to 49 years old Millennials (36%); 50 to 64 years old: Boomers (26%); and 65 years+: Traditionalists (15% ).