Meet Singapore's AAA online shoppers

It's mainly middle managers in Singapore vs professionals in HK.

Market Research firm agility has some intersting new insights on Singapore's online shoppers, According to their survey, the majority of Asian E-Commerce Shoppers are Gen AAA (Aspirational, Ambitious, and Affluent) shoppers aged 18-34 years (58%).

There is an approximate equal gender distribution, with 51% females and 49% males. Asian E-Commerce Shoppers occupy a variety of sectors, from Vice President and Director roles in China (25%), Professionals in Hong Kong (23%), and Mid to High level Managers in Singapore (31%) to entrepreneurs in Indonesia (23%). Of the Asian E-Commerce Shoppers who invest, 32% have investments worth more than US$500,000, with some variance by country.

The Top 3 Recommendations for Brands & Online Retailers are:

1. Address the key concerns of your shoppers. An overwhelming majority of respondents indicated thatthey look for factors such as quality, exclusivity, uniqueness, and a brand experience. Given the competitiveness of the online retail landscape, brands may have to consider these as fundamental requirements to fulfil.

2. Implement a mixed-model strategy. Shoppers buy both online and offline, and may research on the net or treat shops as showcases. Brands should consider virtual and real stores as complementary, and implement policies that utilise both to facilitate the shopping experience; e.g. allowing online purchases to be picked up, exchanged or returned in real stores.

3. Reach your target audience efficiently. Shoppers indicate that they pay attention to different channels depending on the purchase category; brands may choose to rely on specialized channels recommended to optimize the effectiveness of their advertising dollar.

If you've been wondering whether SBR could work for your company — yes, probably.

A lot of the companies we partner with started as readers. They'd been following our coverage for a while, saw their own customers and competitors in it, and eventually asked the obvious question: could we do something with you? The answer is usually yes. The shape of it depends on what you're trying to do.

The options are broader than most people assume — thought leadership articles, sponsored content, industry summits across Southeast Asia, regional awards programmes, podcasts, and media placements in print and digital. Some partners use one channel; most use a mix. We figure out the right combination by starting with your brief, not with our rate card.

So if the question has been on your mind, here's the easy way to ask it.

We'll tell you honestly whether we can help, and how. It's a better use of everyone's time.

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240,000 senior readers quarterly in print Top 1,700 Singapore companies reached

7 markets across Southeast Asia