Post on 16-Oct-2021
Impact of COVID-19 on Consumer Behaviour
April 2020
Our Proprietary Panels
Japan (JP)2,200,000
Taiwan (TW)120,000
Thailand (TH)550,000
Vietnam (VN)300,000
China (CN)3,204,500
Hong Kong (HK)52,000
Malaysia (MY)196,000
India (IN)650,000
South Korea (KR)640,000
Singapore (SG)80,000
Indonesia (ID)550,000
Philippines (PH)315,000
• Markets: China, Hong Kong, India, Indonesia, Japan, South Korea, Malaysia, Philippines, Singapore, Taiwan, Thailand, United States, Vietnam
• Sample size: 1,000 respondents per market, 13,000 in total
• Profile of respondents: 20+ y.o. respondents from Rakuten Insight proprietary panels, with good distribution on age, gender, region & occupation
• Survey timingApril 2020
Survey Methodology &
Notes
Sources of information
News on traditional forms of media, TV, radio continues to be a highly trusted source of
information even in the digital age
Korea relatively low trust in many sources of information with the most highly trusted
source being TV news (71%)
Consumers from around the world rely on information from TV news & government
websites. A slight decrease can be observed in trusting the information on social media
Marked contrast between Japan & China when it comes to trusting experts & influencers on social media with trust
much higher in China & lower in Japan
While people spend more time watching TV news or reading news websites, the time spent on following influencers or celebrities on social media is less than usual
These times of uncertainty & gravity appear to have led to consumers to spend their time on more serious & reliable
sources of information
74%
61%
57%
66%
35%
52%
46%
66%
44%
62%
61%
46%
51%
CN
HK
ID
IN
JP
KR
MY
PH
SG
TH
TW
US
VN71%
66%
68%
76%
79%
83%
74%
41%
56%
80%
74%
77%
88%
VN
US
TW
TH
SG
PH
MY
KR
JP
IN
ID
HK
CN
87%
47%
35%
66%
67%
73%
68%
65%
48%
72%
62%
56%
89%
VN
US
TW
TH
SG
PH
MY
KR
JP
IN
ID
HK
CN
79%
72%
67%
77%
87%
88%
81%
57%
74%
91%
83%
77%
88%
VN
US
TW
TH
SG
PH
MY
KR
JP
IN
ID
HK
CN
81%
69%
57%
70%
80%
89%
84%
60%
61%
83%
81%
72%
78%
VN
US
TW
TH
SG
PH
MY
KR
JP
IN
ID
HK
CN
How much do you trust the following sources of information? International consumers rely on information from Government websites and TV news. A slight decrease can be observed in terms of trusting the information on social media.
TV News TV programs/talk shows
Newspapers Government Website
News websites Post by experts on social media Radio
86%
71%
82%
83%
85%
87%
82%
62%
72%
83%
81%
71%
92%
VN
US
TW
TH
SG
PH
MY
KR
JP
IN
ID
HK
CN96%
79%
84%
87%
77%
71%
88%
90%
90%
92%
73%
70%
94%
CN
HK
ID
IN
JP
KR
MY
PH
SG
TH
TW
US
VN
I trust them/I somewhat trust them13,000 Rakuten Insight Panelists Polled
Change in the amount of time spent watching/listening to different sources compared to last year
While people spend more time watching TV news or reading news websites, the time spent on following influencers or celebrities on social media is less than usual.
Time spent increased/increased
somewhatCN HK ID IN JP KR MY PH SG TH TW US VN
TV news 69% 50% 55% 66% 35% 50% 59% 62% 55% 60% 36% 39% 68%
Government websites 55% 28% 47% 46% 20% 27% 51% 57% 50% 47% 33% 34% 52%
News websites 66% 47% 53% 54% 29% 42% 56% 58% 53% 58% 37% 35% 53%
Time spent decreased/decreased
somewhatCN HK ID IN JP KR MY PH SG TH TW US VN
Posts or reposts by influencers or celebrities on social media 24% 20% 31% 27% 18% 31% 30% 32% 30% 20% 27% 24% 26%
13,000 Rakuten Insight Panelists Polled
Consumer Behaviour
Increase in online shopping across all markets but especially in China & India, indicating huge potential for online retailers in those markets
Decrease in visits to department stores / shopping malls indicating that consumers are
seeking to avoid potentially crowded places
Consumers everywhere increase frequency of supermarket shopping to ensure their homes
are well stocked
In India, consumers are tending towards supporting their local communities by shopping more frequently at local
stores, mom and pop stores
As might be expected, lower emphasis on spending on luxury items especially in China & Hong Kong as
consumers avoid excessive spending in uncertain economic conditions
More emphasis placed on core product attributes such as quality, durability & price when choosing products to
purchase. More developed markets like Japan, Korea & US expecting less impact in terms of these hygiene factors
Change in shopping frequency at Online Shopping Sites
33% 52% 34% 50% 40% 18% 32% 39% 41% 33% 44% 58% 40%Net
increase
13,000 Rakuten Insight Panelists Polled
6% 3% 1% 4% 6% 7% 5% 8% 6% 3% 3% 2% 5%
7%6%
4%6%
8%15%
14% 8% 8% 10% 10%6%
8%
24%
16%
9%
17%19%
23%18% 19% 18% 22%
17%14%
19%
47%
45%
41%
47%44%
32%
30%
45%44% 37%
43%
34%
40%
17%
29%
45%
26% 23% 24%34%
21% 24% 28% 28%
44%
27%
JP KR CN TW HK PH TH SG MY ID VN IN US
Increased Increased somewhat Decreased somewhat Decreased I haven’t shopped at this type of location either this year or last year
Change in shopping frequency at Department Stores/Shopping Malls
-47% -54% -21% -51% -53% -7% -22% -39% -17% -43% -16% 28% -34%Net
increase
18%10%
3%9%
2% 1% 2% 2% 1% 3% 2% 2%11%
25%34%
27%
32%
33%
20%
32%24%
17%
31%
14% 10%
26%
39% 38%
32%
39%43%
33%
28% 45%
41%
39%
27%25%
36%
15% 16%
23%
16% 19%
31%22%
23%
28%
17%
34%34%
18%
2% 2%
15%4% 4%
15% 16%7%
13% 10%
23%29%
10%
JP KR CN TW HK PH TH SG MY ID VN IN US
Increased Increased somewhat Decreased somewhat Decreased I haven’t shopped at this type of location either this year or last year
13,000 Rakuten Insight Panelists Polled
Change in shopping frequency at Supermarkets
25% -10% -4% -1% 43% 46% 0% 31% 22% -12% 34% 26% 16%Net
increase
3% 2% 1% 2% 0% 0% 1% 1% 1% 1% 1% 3% 2%6%
15% 15% 16%8% 6%
22%
8% 11%19%
12% 10% 12%
30%
39%31%
34%
21% 21%
27%
26%28%
36%
21% 26%29%
51%
37%
36%
41%
55%
42%
32%
52% 45%
31%
41%38%
43%
10% 7%17%
8%17%
31%
17% 13% 16% 12%
26% 24%14%
JP KR CN TW HK PH TH SG MY ID VN IN US
Increased Increased somewhat Decreased somewhat Decreased I haven’t shopped at this type of location either this year or last year
13,000 Rakuten Insight Panelists Polled
Change in shopping frequency at Local stores, mom and pop stores
-49% -54% -40% -23% -48% -5% -16% -35% -14% 6% -2% 16% -16%Net
increase
35%
7% 5% 6% 4% 8% 5%11%
6% 2% 2% 6%
22%
24%
30% 29%19% 24% 15% 24%
18%
16%
12% 13%11%
18%
33%
44%38%
40%
48%
34%32%
44%
38%
34% 37%29%
29%
7%
17%
19%28%
21%
32% 27%
23%
31%
39% 35%
35%
23%
1% 3%8% 8% 3%
12% 13%4% 9% 13% 13%
21%
8%
JP KR CN TW HK PH TH SG MY ID VN IN US
Increased Increased somewhat Decreased somewhat Decreased I haven’t shopped at this type of location either this year or last year
13,000 Rakuten Insight Panelists Polled
Change in shopping frequency at Drugstores
20% 3% 7% -34% 9% -7% 39% -28% -14% 5% -3% 9% -19%Net
increase
5% 3% 5%10%
4% 1% 3%9% 8%
2% 2% 6%11%
7%14% 14%
22%
12%7%
21%15% 15%
14% 13%11%
18%
31%
33% 30%
40%
32%
23%
31%
44%38%
33% 38% 30%
36%
47%39%
36%
24%
44%
47%
33%
26%32%
38%36%
36%
27%
11% 11% 15%4% 9%
22%12%
5% 7%14% 12% 17%
8%
JP KR CN TW HK PH TH SG MY ID VN IN US
Increased Increased somewhat Decreased somewhat Decreased I haven’t shopped at this type of location either this year or last year
13,000 Rakuten Insight Panelists Polled
Change in shopping frequency at Convenience Stores
-20% -10% -3% 0% -11% 15% 25% -22% -2% -8% 29% 18% -26%Net
increase
6% 4% 3% 1% 4% 1% 1% 6% 2% 2% 2% 4%
18%18%
17% 17%14%
16%12% 13%
15%12% 16%
10% 10%
20%
39%36% 33%
36%38%
30%24%
43%
38%37%
25%29%
34%
30%35%
33% 39%37%
37%36%
30%
37% 35%
45%40%
22%
7% 8%14% 11% 6%
20%26%
6%11% 10%
19% 17%6%
JP KR CN TW HK PH TH SG MY ID VN IN US
Increased Increased somewhat Decreased somewhat Decreased I haven’t shopped at this type of location either this year or last year
13,000 Rakuten Insight Panelists Polled
Change in shopping frequency at Food Delivery Services
-21% 12% 24% 27% 44% 17% 34% 24% 27% 20% 30% 41% 11%Net
increase
54%
7% 10%
31%
8% 13%19% 18% 19%
8% 11% 8%
40%
13%
13%12%
7%
7%
13%11% 8% 9%
13% 11%10%
10%
21%
28% 21%
14%
17%
22% 13% 21% 18%23% 19%
16%
15%
11%
38%34%
32%
47%
32%31%
38% 36% 34%36%
31%
22%
2%15%
23%16% 21% 20%
27%15% 18% 22% 24%
36%
14%
JP KR CN TW HK PH TH SG MY ID VN IN US
Increased Increased somewhat Decreased somewhat Decreased I haven’t shopped at this type of location either this year or last year
13,000 Rakuten Insight Panelists Polled
25%
32%
15%
11%
12%
15%
18%
15%
16%
14%
10%
13%
9%
CN
HK
ID
IN
JP
KR
MY
PH
SG
TH
TW
US
VN
77%
61%
77%
77%
33%
53%
72%
74%
55%
80%
56%
43%
69%
CN
HK
ID
IN
JP
KR
MY
PH
SG
TH
TW
US
VN
75%
60%
77%
74%
34%
54%
70%
73%
52%
81%
55%
41%
66%
CN
HK
ID
IN
JP
KR
MY
PH
SG
TH
TW
US
VN
Compared to last year, has the emphasis you place on the following items when choosing products to purchase changed?
Quality Durability Functionality Sense of luxury
81%
61%
80%
78%
35%
55%
73%
73%
56%
82%
58%
43%
73%
CN
HK
ID
IN
JP
KR
MY
PH
SG
TH
TW
US
VN
somewhat less/less emphasis
Discounts
75%
60%
77%
74%
34%
54%
70%
73%
52%
81%
55%
41%
66%
CN
HK
ID
IN
JP
KR
MY
PH
SG
TH
TW
US
VN
more/somewhat more emphasis
Perceptions on Coronavirus impact
Consistently high concern about contracting the coronavirus across all markets, especially in SEA & Japan
Japan, for many cultural reasons, struggle more with the transition to working from home (20% compared to 80% in India or Malaysia). Taiwan appear to rely on wearing masks (72%) when continuing to work at the office
The increase in working from home leads to more time spent at home with the family across all markets. Even in JP, where traditionally male workers do not spend so much time at home
Uncertainty on the future and limitations on activities is leading to more stress, especially in Japan, Korea & the Philippines. In Japan, culturally many want to feel secure about what will happen to be able to act appropriately without causing offence
Consistently across our markets, people believe the corona virus will impact the way we will work in the future which
could be a positive amongst the gloomy economic forecasts
Most markets believe there will be more working from home in the future which will increase family bonds. Lower confidence in
Japan, Korea, Hong Kong & Taiwan that family bonds will improve as a result of telecommuting
Concern about contracting the novel coronavirus
30%
28%
47%
55%
59%
42%
56%
67%
34%
47%
45%
36%
55%
46%
48%
42%
34%
34%
47%
37%
27%
53%
46%
48%
45%
35%
22%
23%
10%
8%
6%
10%
5%
5%
11%
6%
6%
15%
9%
2%
1%
1%
3%
1%
1%
2%
1%
2%
1%
1%
5%
1%
CN
HK
ID
IN
JP
KR
MY
PH
SG
TH
TW
US
VN
I am very worried
I am somewhat worried
I am not very worried
I am not at all worried
How do you feel about the risk of contracting the
novel coronavirus?
Consistently high concern about contracting the coronavirus across all markets, especially in SEA & Japan
13,000 Rakuten Insight Panelists Polled
Coronavirus countermeasures effect on Work Habits
Japan, for many cultural reasons, struggle more with the transition to working from home (20% compared to 80% in India or Malaysia). Taiwan appear to rely on wearing masks (71%) when continuing to work at the office
9,731 Rakuten Insight Panelists Polled
Coronavirus countermeasures effect on Day to Day Life (1)
The increase in working from home leads to more time spent at home with the family across all markets. Even in JP, where traditionally male workers do not spend so much time at home during the week
13,000 Rakuten Insight Panelists Polled
Coronavirus countermeasures effect on Day to Day Life (2)
Uncertainty on the future and limitations on activities is leading to more stress, especially in Japan, Korea & the Philippines. In Japan, culturally many want to feel secure about what will happen in order to act appropriately and not cause any offence
13,000 Rakuten Insight Panelists Polled
61%
58%
86%
80%
26%
24%
79%
78%
68%
72%
67%
60%
76%
CN
HK
ID
IN
JP
KR
MY
PH
SG
TH
TW
US
VN
26%
48%
42%
55%
40%
21%
47%
49%
46%
54%
40%
48%
34%
CN
HK
ID
IN
JP
KR
MY
PH
SG
TH
TW
US
VN
82%
64%
46%
54%
59%
59%
52%
61%
53%
72%
64%
49%
77%
CN
HK
ID
IN
JP
KR
MY
PH
SG
TH
TW
US
VN
How do you think the world will change as a resultof the novel coronavirus? (1)
The economy will get worse
Environmental pollution will
improve
The public order will worsen
The way people work will change
People will become more interested in
politics and the economy
85%
77%
86%
85%
73%
69%
90%
92%
85%
91%
85%
78%
89%
CN
HK
ID
IN
JP
KR
MY
PH
SG
TH
TW
US
VN
76%
88%
77%
85%
85%
81%
84%
75%
86%
91%
90%
73%
67%
CN
HK
ID
IN
JP
KR
MY
PH
SG
TH
TW
US
VN
I strongly agree/I agree
64%
45%
61%
69%
28%
47%
65%
64%
61%
75%
66%
51%
70%
CN
HK
ID
IN
JP
KR
MY
PH
SG
TH
TW
US
VN
78%
51%
86%
84%
38%
47%
81%
92%
67%
76%
47%
70%
81%
CN
HK
ID
IN
JP
KR
MY
PH
SG
TH
TW
US
VN
69%
43%
67%
72%
19%
34%
64%
77%
58%
56%
46%
56%
63%
CN
HK
ID
IN
JP
KR
MY
PH
SG
TH
TW
US
VN
How do you think the world will change as a resultof the novel coronavirus? (2)
More people will start telecommuting to
work or taking online classes
VR technology will advance
Family bonds will grow stronger
More people will move out into the suburbs or
the countryside
People’s ties to their communities will grow stronger
38%
24%
48%
51%
23%
24%
35%
48%
31%
64%
39%
35%
49%
CN
HK
ID
IN
JP
KR
MY
PH
SG
TH
TW
US
VN
90%
77%
87%
80%
77%
78%
85%
88%
85%
91%
87%
76%
90%
CN
HK
ID
IN
JP
KR
MY
PH
SG
TH
TW
US
VN
I strongly agree/I agree13,000 Rakuten Insight Panelists Polled