Looking further afield: Online shoppers and in-store lovers
Hong Kong saw one of the more pronounced changes to shoppers’ behavior during the pandemic.
42% of shoppers in Hong Kong said they shopped online more during the pandemic, second only to Singapore with 49%. This is compared with the global average of 33% and 27% of Australians. Looking forward, 47% of Hong Kongers said they will shop online more often as a result of the pandemic, compared with 54% in Singapore, 33% of Australians, and the global average of 36%.
For F&B, 45% of Hong Kongers and 62% of Singaporeans used food delivery apps more often in the pandemic, compared to 27% of Aussies and Brits, 28% of Americans, and the global average of 31%.
Despite the shift to online, people in Hong Kong, more than any other location, can’t wait to return to physical stores. 72% of Hong Kongers, and 72% of Singaporeans said they’re looking forward to shopping in store for pleasure again, compared to 63% of Australians and 55% globally. In fact, two-thirds of Hong Kong consumers prefer to shop in a physical store, second only to Australia (72%), while the global average is 58%.
Although a majority of Hong Kongers still prefer shopping in a physical store, it is weighted towards the older generations. 76% of those over 55 preferred shopping in-store compared to 56% of those aged 18-34. However, people in Hong Kong are more united in their desire to return to physical stores. 71% of those aged 18-34 and 76% of those over 55 are looking forward to this.