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Lockdown leads to 58% increase in online shopping in Asia Pacific: Adobe


During the lockdown amid COVID-19, 58 per cent of consumers in the Asia Pacific region increased their online shopping frequency, according to an Adobe survey. The research showed three quarters of consumers cited an intention to change their future shopping habits -- with Indian and Singaporean consumers reporting the strongest intention.

With respect to categories, consumers reported an increase in purchase frequency for groceries and media while clothing and home improvements faced the steepest decline. Among all countries surveyed, Indian consumers were the most likely to support small businesses, said the report.

Two-thirds of consumers agree that brands are communicating just the right amount, while nearly one in five believe that brands are not communicating enough. Over half of the consumers suggested they find utility in brand-related Covid-19 updates.

Indian and Chinese consumers were most likely to find these updates useful. The results showed that 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.

Interestingly, while almost all consumers surveyed are willing to wait out the continued restrictions, only 61 per cent agree with the continued lockdown measures, signaling an eagerness to resume life per normal.

Conducted by Advanis, a research firm, for Adobe, the study surveyed around 4,000 consumers in selected Asia Pacific countries -- Australia, China, India and Singapore -- in June.