【消费人群分析】20201年东南亚和中国香港千禧一代购物行为调查报告（英）_市场营销策划_2021年.docxVIP

Millennial Motivations and Buying Behaviours Online across Southeast Asia and Hong Kong 2021 M I M I L L E N N I A L M O T I V A T I O N S A N D B U Y I N G B E H A V I O U R S O N L I N E A C R O S S S O U T H E A S T A S I A A N D H O N G K O N G 2 0 2 1 0 0 PAGE 2 Dear Reader, We are delighted to present to you the findings of the Carousell Media Group and IAB Southeast Asia and India (IAB SEA+India) research into the Millennial Motivations and Buying Behaviours Online across Southeast Asia and Hong Kong. Incubated over the past six months, this multi language research study was conducted across five key markets - Singapore, Philippines, Malaysia (for both Carousell and Mudah platforms), Vietnam (Chot Tot) and Hong Kong with over 3,500 respondents. With each market being unique in terms of language, culture, GDP, digital maturity, technology infrastructure and more we were keen to understand where the consistencies, and differences, could be found with regards to purchasing and selling. What was consistently obvious is that we are witnessing the explosive growth of recommerce as it feeds two key needs of consumers today; the demand for sustainability and the hunt for a good deal. This juncture of ethics and eCommerce creates fertile ground for retail media because of the interplay among customer data, closed-loop reporting, and real-world results that generate more and better data. Second hand is becoming synonymous with sustainability as recommerce facilitates many services; decluttering, making space for upgrades, creating a side income, finding vintage or limited edition items and more. Recommerce is an ideal environment to reach consumers when they are actively looking and in a mindset to buy - or actively looking to sell in order to buy something they want more. This research would not have been possible without the support of the Carousell Group users and the project team from Carousell Media Group and IAB SEA+India, this truly was collaboration at it’s