经济学人智库亚洲的数字千禧一代移动社交和无国界英文2019624页

Supportedby:ASIA’SDIGITALMILLENNIALSMobile,socialandborderless1Asia’sdigitalmillennialsMobile,socialandborderless©TheEconomistIntelligenceUnitLimited2019Contents2Abouttheresearch4Executivesummary7Introduction:RacingaheadAsia’smobileleapfrogTheimportanceofinfrastructure10Chapter1:ConnectingagenerationChatandmessengerservicesEngagemententwinedMobilegamingadoptionVideostreaming18Chapter2:Confrontingmillennialpreferences20Conclusion:Driversofachangingworld2Asia’sdigitalmillennialsMobile,socialandborderless©TheEconomistIntelligenceUnitLimited2019AbouttheresearchAsia’sdigitalmillennials:Mobile,socialandborderlessisanEconomistIntelligenceUnitreport,commissionedbytheSingaporeEconomicDevelopmentBoard.Itisthefirstofatwo-partresearchprogrammethatexploreshowmillennialsareshapingthedigitaleconomythroughtheiruseofonlineandmobiletechnologiesforrecreationandcommerce.Inparticular,itexaminesthewaysinwhichtheconsumerbehaviouranddigitalhabitsofmillennialsinAsiaconvergeordivergefromthoseinotherpartsoftheworld.Thisbriefingpaperisbasedupontwostrandsofresearch:•Inearly2018,TheEconomistIntelligenceUnitsurveyed826millennialsacross12countriesinthefollowinggeographies:South-eastAsia(Indonesia,Singapore),EastAsia(China,SouthKorea)andtheWest(Denmark,Finland,Germany,Iceland,Norway,Sweden,theUKandtheUS)tocomparethedifferentregions’trends.Thesurveysampleisdividedevenlybygenderandagegroups,18-26and27-35.•Inadditiontothesurvey,weconductedaseriesofin-depthinterviewswithexperts.Ourthanksareduetothefollowingindividualsfortheirtimeandinsights:-JiejingChen,co-founder,Circl-AndyChun,regionaldirector,technologyinnovation,PrudentialCorporationAsia-GregDay,vice-presidentandchiefsecurityofficer,EMEA,PaloAltoNetworks-BenGrossmann,co-founderandCEO,Magnopus826millennialsacross12countries3Asia’sdigitalmillennialsMobile,socialandborderless©TheEconomistIntelligenceUnitLimited2019-ShaneHappach,executivevice-presidentandheadofglobale-commerce,Worldpay-BabakHodjat,co-founderandCEO,SentientTechnologies-TimothyLee,founderandCEO,Circl-SomaRamasamy,vice-president,cross-bordermarketsandinternationalbusinessdevelopment,PayPal-SergioSalvador,talentadviserandexecutivecoach,EgonZehnder-JoanneWaage,generalmanager,CrunchyrollThereportwaseditedbyCharlesRossandMichaelGold.HuiQiYowprovidededitorialsupport.TheEconomistIntelligenceUnitbearssoleresponsibilityforitscontent.Thefindingsandviewsexpressedinthereportdonotnecessarilyreflecttheviewsofthesponsor.4Asia’sdigitalmillennialsMobile,socialandborderless©TheEconomistIntelligenceUnitLimited2019ExecutivesummaryTheworld’smillennialgenerationisamajordrivingforcebehindthedigitaleconomy.Theirconsumptionpatternsandpreferencesunderpinthegrowthofnewinterconnectingecosystemsofrecreationandcommerce.RelativetomillennialsinEuropeandtheUS,thoseinAsiaareuniqueinthattheyarebothdigitalandmobilenatives,withmanyinthemorerecentlydevelopingmarketsofSouth-eastAsiaandChinahavinggoneonlinefirstthroughtheirmobilephones.Thisstudyhighlightsdifferencesintheirconsumptionhabitsborneoutofthisuniqueexperience.WefoundthatAsianmillennialsaremuchmorelikelythantheirWesterncounterpartsto:1.Beheavierusersofchat/messengerservicesandusethoseandothersocialnetworkstoinfluencetheirpurchasingdecisionsandthoseofothers.-Whenaskedwhattheirprimaryusesformobileappsare,67%ofSouth-eastAsianrespondentsand61%ofEastAsianrespondentssaychatandmessengerservices,comparedwith51%ofWesternrespondents.-Whenmillennialswereaskediftheysharetheirexperienceswithproductsandservicesonsocialmediatohelpinformothers,69%and64%inSouth-eastAsiaandEastAsia,respectively,agreed,comparedwith48%intheWest.TheimportanceofchattoAsianmillennialsunderlinesitsgrowthasaplatformbeyondmessaging.Thisoffersopportunitiesforcompaniestoengagethemthroughmoreadvancedfeatures,suchaschatbots,boththosedrivenbyartificialintelligence(AI)andthosewithrealstaff.Thereadinessofmillennialstosharetheirexperiencesprovidesopportunitiesforbusinessestoconvertmillennialcustomersintoinfluencers.5Asia’sdigitalmillennialsMobile,socialandborderless©TheEconomistIntelligenceUnitLimited20192.Haveadoptedmobilee-paymentsfaster,selectingitastheirfavouredmeansofpayment(overdebitcards,stillthemostpopularmethodintheWest).-SevenintenandeightintenrespondentsinSouth-eastAsiaandEastAsia,respectively,agreethattheavailabilityofe-paymentserviceshavemadethemmorecomfortableinmakingmobilepurchases,versusacorrespondingfigureintheWestofonly53%.-Whenmakingonlinepurchasesofphysicalgoods,theoptionofusingadigitalormobilewalletforpaymentisimportantto74%ofmillennialsinSouth-eastAsiaand72%inEastAsia,butonlyfor57%ofmillennialsintheWest.3.Havedeeperandbroadertastes,stretchingfromlocalandglobal,makingtheirpreferencesbothcomplexandunpredictable.-Accesstoawiderangeofglobalcontentisthemostimportantfactorincreasingthepopularityofvideostreamingfor46%and37%ofrespondentsinSouth-eastAsiaandEastAsia,respectively,comparedwith30%ofrespondentsintheWest.Millennials’comfortwithmobilepaymentsoffersopportunitiesforbusinessestobuildbettermobileexperiencesfortheirwebsites,andintegratebothw