omniture

Visa Survey: Hongkongers Choosing Mobile to Browse and Purchase Online

Hong Kong consumers prefer to use mobile devices for online purchase, closing the gap on desktops
2015-11-09 16:04 3973

HONG KONG, Nov. 9, 2015 /PRNewswire/ -- Hong Kong consumers are increasingly likely to make their online purchases through mobile devices (mobile phone or tablet), rather than via desktops, according to Visa's 2015 eCommerce Consumer Monitor Survey[1] ("Survey").

Infographic of Visa 2015 eCommerce Consumer Monitor Survey
Infographic of Visa 2015 eCommerce Consumer Monitor Survey

The Survey found that respondents from Hong Kong reported a large growth in mobile commerce (mCommerce) this year, 23 percent increase from 2014 in online shopping via their mobile devices. Hong Kong consumers use smartphone for browsing (79 percent) and purchasing (58 percent) on the go, a substantial number of people engage in mCommerce when commuting (43 percent) while majority do so when at home (71 percent). 4 in 5 (82 percent) consumers have used a payment card to pay online in the past 12 months. 

Despite Hong Kong's high internet (79 percent) and smartphone penetration (87 percent) that is the highest in the Asia Pacific region, the city is still an evolving eCommerce market relative to other 12 markets examined in Asia Pacific.

The Survey classified consumers in Hong Kong as 'Mature' (22 percent) who made 9.3 categories of online purchase per year, 'Evolving' (37 percent) who made 5.2 categories of online purchase per year and 'Emerging' (35 percent) who made 2.7 categories of online purchase per year. Bills payment (68 percent), movies (58 percent) and travel (56 percent) are top categories for online purchase.

Caroline Ada, Country Manager of Visa Hong Kong and Macau, said: "We are seeing a high usage and fast-growth of mobile commerce, people in Hong Kong get more comfortable using their smart devices to research and browse, more importantly in making online payments for purchase.  mCommerce should soon overtake traditional eCommerce habits, strengthening this channel of engagement between consumers and retailers. To support this important consumer trend, Visa is excited to introduce Visa Checkout in Hong Kong -- a safe and convenient payment experience designed for mobile shoppers very soon. Visa will continue to lead the development of payment infrastructure that ensures the new technologies including mobile, meet with industry standards on security, usability and performance.'

As online shoppers mature in their behavior, they add additional categories to their purchase repertoire and grow their use of cross-border shopping.

Expanding shopping categories

Almost half of consumers (48 percent) in Hong Kong have added at least one additional purchase categories to their repertoire in the past 12 months - 19 percent consumers in Hong Kong have added three or more new purchase categories to their online shopping list and 29 percent added one or two additional categories.

Going the distance for online shopping

Overseas shopping has grown significantly triggered by cheaper overall price compared to physical store or local website that 3 in 4 Hong Kong consumers (75 percent) have made at least one overseas purchase in the last 12 months, the growth rate is 22 percent from 2014. Popular categories are Fashion (19 percent), Books/CDs/DVDs (17 percent) and Health and Wellness products (16 percent). Looking ahead, Hongkongers are the most likely to make online purchases from retailers abroad, well above the regional average of 55 percent.

To cater the growing needs of online purchases for Hong Kong consumers, Visa introduced a series of fabulous online purchases to Hong Kong customers, which include:

Online merchants

Valid Date

Offer Details

hotels.com

Now until Dec 3, 2015

Enjoy 10% off hotels.com bookings

Gmarket

Now until March 31, 2016

Pay with Visa, get up to 50% off at Gmarket

Hong Kong Sinfonietta

Now until March 31, 2016

15% discount on full-price adult tickets bought at any of URBTIX ticket offices on any concerts organized by Hong Kong Sinfonietta

Yoox

Now until December 31, 2015

Free Shipping

Terms and conditions apply.  Some products or services are subject to availability. For more details, please visit www.visa.com.hk.

About Visa

Visa Inc. (NYSE: V) is a global payments technology company that connects consumers, businesses, financial institutions, and governments in more than 200 countries and territories to fast, secure and reliable electronic payments. We operate one of the world's most advanced processing networks -- VisaNet -- that is capable of handling more than 56,000 transaction messages a second, with fraud protection for consumers and assured payment for merchants. Visa is not a bank and does not issue cards, extend credit or set rates and fees for consumers. Visa's innovations, however, enable its financial institution customers to offer consumers more choices: pay now with debit, pay ahead of time with prepaid or pay later with credit products. For more information, visit usa.visa.com/about-visa, visacorporate.tumblr.com and @VisaNews.

Media contact:
Kaman Ho
Director
Corporate Communications
Tel:2842-2321 / 9212-2045
Email:kamho@visa.com

Note:

[1] The Visa eCommerce Consumer Monitor 2015 was an online survey designed and conducted from May to June 2015 by ORC International on behalf of Visa in an effort to measure consumer eCommerce behavior. The poll interviewed 733 internet users in Hong Kong who access the internet at least once a week and are aged 18 to 55. All figures in this survey are based on amounts as reported by respondents. Respondents were classified as 'Offline Shoppers', 'Emerging', 'Evolving' or 'Mature' depending on the number of categories in which they shopped, the share of shopping conducted online vs. in store and the frequency of the online purchasing.

Photo - http://photos.prnasia.com/prnh/20151109/8521507584-b

Source: Visa Hong Kong Limited
Related Stocks:
NYSE:V
Related Links:
collection