Consumers across the Asia Pacific region are looking to reconnect with society once all of the social distancing restrictions and lockdowns are lifted, and are eager to spend time with friends and family as well as attending social gatherings. In a recent survey, 26% of consumers in Asia Pacific say that once things open up again, they are going to visit friends / family, and 16% of consumers in Asia Pacific say they are going to attend social gatherings.
The third highest activity across the Asia Pacific region is taking a domestic or overseas holiday (16% of consumers), in particular amongst those consumers in Hong Kong, Japan, Korea Taiwan, Singapore, and Thailand where the lockdown has been the longest. Consumers are looking to take in a new experience and are planning for something to take their mind off things when travel restrictions have been removed.
There are, however, other consumers who are looking to conduct some retail therapy (15% of consumers), in particular in Malaysia, Singapore, and Australia. Many consumers are planning on visiting a shopping mall or retail outlet or going out for some entertainment to become more active again.
On the flip side, business travel is still quite low, suggesting that businesses have adopted some of the newer trends during the pandemic, like using conference facilities like Zoom, Digitalk, Houseparty, etc. Additionally, there is still a low desire to attend sporting events, suggesting that consumers are still unsure of large gatherings. In order for businesses to regain consumer confidence, they will need to reinforce general cleanliness / hygiene / temperature checks, etc. to help consumers become more comfortable with large gatherings.
This online survey was conducted April 22-26, 2020, in Australia, Hong Kong, Indonesia, Japan, Korea, Malaysia, Singapore, Thailand & Taiwan. Sample includes 100 adults for every market that is demographically representative for Gender, Age and Income.