In a groundbreaking shift, 79% of consumers across the Asia-Pacific region now prioritize non-promotional content that highlights a product’s inherent value, as per a recent TikTok report. This marks a significant move away from traditional discount-driven purchasing.
Diverse Responses Across Countries
This trend varies across the region, with Indonesia showing a 41% preference for value, Japan at 27%, and South Korea and Thailand at 12%. These figures underline a nuanced consumer landscape in the Asia-Pacific.
The Rise of Social-Oriented Consumers
A new category of ‘social-oriented’ consumers has emerged, who rely more on creator recommendations than promotions. Countries like Vietnam, Thailand, and Korea are seeing a surge in this demographic.
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Product-Oriented Consumers: A Different Approach
Conversely, Japan and Indonesia are witnessing a rise in ‘product-oriented’ consumers who focus on product information and benefits, showing a higher responsiveness to discounts.
A Shift to Video Platforms for Product Searches
APAC consumers are increasingly turning to content-driven video platforms for product searches, with these platforms seeing 1.9x more regular searches than traditional search engines.
Content Communities Influencing Consumer Choices
Interestingly, while only 22% of consumers are influenced by brands, a significant 48% are swayed by ‘Content Communities’. These networks of brand and product content are fostering interaction and co-creation among consumers and brands.
TikTok’s Role in Shaping Consumer Habits
Shant Oknayan, TikTok’s head of global business solutions, emphasizes the platform’s role in delivering content-led commerce. He highlights the need for brands to engage consumers with entertaining, seamless experiences.
GroupM’s Perspective on Consumer Engagement
Arthur Altounian from GroupM (The Goat Agency) stresses the importance of brands facilitating intuitive decision-making. He advises a balance between long-term relationship building and short-term promotions, focusing on content that emphasizes product benefits.
