{ "docId": "019dd923-5de0-76bd-a165-7cb2f8d4c4fb", "docSlug": "798364483a38eb3e", "documentTitle": "Southeast Asia’s digital consumers: A new stage of evolution", "authorId": "misc", "authorName": "Bain", "documentKindSlug": "consulting-deck", "documentKindLabel": "Consulting deck", "sourceTypeSlug": "strategy_consulting", "sourceTypeLabel": "Strategy consulting", "presentationDate": null, "orientation": "landscape", "aspectRatio": 1.414, "pageNumber": 33, "pageCount": 88, "prevPage": 32, "nextPage": 34, "slideType": "customer_journey", "function": "establish_context", "density": "dense", "nDataPoints": 5, "notes": "The slide uses a narrative structure to explain consumer behavior across the funnel stages: Discovery, Evaluation, Purchase, and Post-purchase.", "elementsJson": [ "headline_text", "paragraph", "photo", "footnote" ], "metadataConfidence": 0.95, "imagePath": null, "slideHref": "/slides/019dd923-5de0-76bd-a165-7cb2f8d4c4fb/33", "deckHref": "/decks/019dd923-5de0-76bd-a165-7cb2f8d4c4fb", "deckJsonHref": "/decks/019dd923-5de0-76bd-a165-7cb2f8d4c4fb.json", "deckAnchorHref": "/decks/019dd923-5de0-76bd-a165-7cb2f8d4c4fb#slide-33", "components": [ { "bbox": null, "kind": "callout", "text": "However, at the Purchase stage, the split between online and offline nearly levels out as offline plays a more relevant role even for digital shoppers, accounting for 41% of the share of wallet among our respondents.", "attrs": null, "subkind": null, "toolName": "Visual emphasis", "toolSlug": "visual-emphasis", "confidence": null, "componentId": "019dd951-f387-7746-bcb9-caa3141e4972", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.1, "w": 0.45, "x": 0.05, "y": 0.85 }, "kind": "disclaimer", "text": "15. Note: Survey question: 22Qnew_23. For , what channels did you use for the products or brands you ended up buying? Please select and rank the top 3 channels for each stage of the purchasing journey; Q25. For , what is the % allocation of your spend across different channels this year? And how does this compare to last year? | eCommerce as % of overall retail is 11% (Forrester), lower than 59% online share of wallet because i) Survey respondents need to be involved in purchasing decisions in their household, ii) Survey respondents need to purchase at least 2 CP products online in the past year, iii) Survey analysis capture the fair share of spend across ALL categories, where categories that made up eCommerce GMV likely do not have equal spend. Source: \"Southeast Asia's Digital Consumers: A New Stage of Evolution\" by Meta and Bain & Company (A Meta-commissioned survey of 15,767 respondents from ID, MY, PH, SG, TH, VN). Survey conducted in June 2022.", "attrs": null, "subkind": null, "toolName": null, "toolSlug": null, "confidence": null, "componentId": "4d550a37-f819-4f0e-bfd2-af244fad9783", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.7, "w": 0.4, "x": 0.55, "y": 0.22 }, "kind": "image", "text": "Woman looking at a smartphone", "attrs": null, "subkind": "photo", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "4bd985a3-fa8e-4e23-8174-a39f374ca8d4", "frameworkName": null, "frameworkSlug": null }, { "bbox": null, "kind": "metric", "text": "share of wallet: 41%", "attrs": null, "subkind": "primary", "toolName": "Quantification", "toolSlug": "quantification", "confidence": null, "componentId": "019dd951-f387-7746-bcb9-cc049bd86c6d", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.6, "w": 0.45, "x": 0.05, "y": 0.22 }, "kind": "paragraph", "text": "Throughout the entire consumer journey, online continues to serve as an important channel compared to offline, though the latter channel shouldn't be discounted. In the Discovery stage, a high percentage of shoppers cite online as their go-to channel to browse and find items, accounting for 82% of our survey respondents. When looking at the breakdown of online channels, social media—which includes video and messaging—and eCommerce platforms are equally crucial at this point of the consumer journey. At the Evaluation stage, online still holds strong with 81% of consumers citing it as their main channel to compare items, check reviews and conduct research. Social media and eCommerce platforms are tied in importance for evaluation. However, at the Purchase stage, the split between online and offline nearly levels out as offline plays a more relevant role even for digital shoppers, accounting for 41% of the share of wallet among our respondents. In the post-purchase journey—that is, Support followed by Returns—online remains the foremost channel for digital shoppers. Eighty-eight percent of consumers opt to go online for product support and 82% choose to go digital to initiate product returns.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "9e5a8362-c3f3-4628-bdb7-0f4e7aa8a829", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.15, "w": 0.45, "x": 0.05, "y": 0.05 }, "kind": "title", "text": "Online is here to stay in consumer journey, but offline still vital at Purchase stage", "attrs": null, "subkind": "headline", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "179e88b5-b925-45e3-afd9-dd089001732f", "frameworkName": null, "frameworkSlug": null } ], "metrics": [], "tools": [], "frameworks": [ { "name": "customer-journey-map", "slug": null, "matchId": "e7b5ca51-2a23-48b0-8891-4d473f2508cd", "evidence": "The text explicitly breaks down consumer behavior by stages: Discovery, Evaluation, Purchase, and Post-purchase.", "confidence": 0.9 } ], "arcBeats": [], "loops": [], "imagePathAlt": null, "thumbSrc": null, "thumbSrcAlt": null, "locked": true }