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China leads in online tech purchasing in APAC

Staff writer ▼ | May 14, 2016
Online Chinese consumers are the definitive regional leaders in anticipated online tech purchases and early tech adoption.
Online Chinese consumers
Technology   Asia-Pacific Consumer Tech Ownership
They are far outpacing consumers in other developing Asia-Pacific (APAC) countries, according to new research from the Consumer Technology Association (CTA).

CTA presented results from its Asia-Pacific Consumer Tech Ownership and Opportunity Study yesterday at the second annual CES Asia. Owned and produced by CTA, and co-produced by Intex Shanghai, CES Asia ran May 11-13 in Shanghai, China.

When considering their next tech purchase, Chinese consumers are much more likely to shop online (62 percent) rather than purchase in-store (38 percent). This is in contrast to Indonesia (38 percent planned online purchases), Malaysia (33 percent), Vietnam (29 percent) and Philippines (24 percent), where online shopping for tech is not as strong.

In-store purchases are the most popular form of shopping for the other APAC countries, led by the Philippines where 74 percent plan to go in-store for their next tech purchase.

That country is closely followed by Vietnam (71 percent), Malaysia (66 percent) and Indonesia (60 percent). According to the study, in-store purchases are driven by a desire to try out products, and online purchases are primarily driven by both price and convenience.

Among online consumers in the APAC region, China has the highest percentage of self-reported early tech adopters, with 59 percent indicating they buy tech as soon, or shortly after, it is available. Behind China are Malaysia and Indonesia (49 percent), Vietnam (40 percent) and the Philippines (32 percent).

Among online consumers in China, smartphones are the most-owned tech, followed by desktop computers, laptop computers, digital cameras and headphones.

Smartphones are also the most popular tech device in Malaysia, Vietnam and Indonesia. In the Philippines, on- or over-the-ear headphones ranked as the most-owned tech device.

For consumers across the APAC region, battery life and features are the most important purchase drivers – a nod to mobile devices. In contrast, brand is the most important factor for tech purchases among APAC online consumers who are 25-44, living in urban areas, and buy and own large amounts of tech.