Tweet: Half of smartphone users in #AsiaPacific now shopping on their device: #MasterCard #MobileShopping Survey

  • Nearly half of consumers have made a purchase using their smartphone, led by those in China (70.1%), India (62.9%) and Taiwan (62.6%).
  • Taiwan and India are the top growth markets, with the number of people shopping on smartphones more than doubling over two years.
  • Clothing and accessories, apps and daily deal coupons are the most popular mobile shopping purchases amongst shoppers in the region.

Singapore, 17 June 2015 – MasterCard’s Mobile Shopping Survey finds that Asia Pacific consumers are embracing the convenience of mobile shopping with nearly half of consumers (45.6%) having made a purchase using their smartphone in the three months preceding the survey. Convenience is the main factor motivating consumers to shop via their smartphone. In addition to using their mobile phones to make purchases, savvy shoppers in the region are also using it to compare prices between physical and online stores. Close to half (44.5%) of respondents have conducted price comparisons, with a similar proportion (44.2%) also stating that they have conducted research online prior to making a purchase in-store. The results are based on interviews that took place between October and December 2014, with a minimum of 500 people aged 18-64, in each of the 14 markets surveyed[1].

Detailed findings:

  • Overall, consumers from China (70.1%), India (62.9%) and Taiwan (62.6%) are the most likely to shop using their smartphones.
  • In terms of the biggest growth in mobile shopping, Taiwan and India lead the region with the number of people shopping on smartphones more than doubling over two years – Taiwan went from 28.2% in 2012 to 62.6% in 2014 while India went from 30.3% in 2012 to 62.9% in 2014. Malaysia also recorded significant growth – up from 25.4% in 2012 to 45.6% in 2014.
  • Nearly half of the respondents across Asia Pacific (49.5%) cited convenience as the most compelling reason for shopping on their smartphone. Other motivating factors include the ability to shop on the go (43.9%) and the growing availability of apps that make it easy to shop online (39.5%).
  • The most popular mobile shopping purchases amongst Asia Pacific shoppers include clothing and accessories (27.9%), followed by apps (21.2%) and daily deal coupons (19.2%). More than one-third of Chinese (37.4%) and Korean (36.0%) consumers shop for clothing and accessories on their smartphone. Meanwhile, apps top the list of items Thai (33.8%) and Vietnamese (31.8%) shoppers purchased using smartphones.
  • Asia Pacific consumers are also adopting new mobile technologies, with 27.9% of respondents saying that they use mobile banking apps. Group buying apps (40.3%) and digital wallets (28.5%) are the most popular amongst Chinese consumers.

Raj Dhamodharan, Group Head, Emerging Payments, Asia Pacific, MasterCard commented, “Increased Smartphone ownership is having a massive impact on the way people in Asia Pacific shop and spend. But as payment methods become increasingly diverse and information is stored on more and more devices it is crucial that people feel their data is safe and secure. MasterCard works tirelessly to provide that peace of mind, leading the way in innovation and security in the areas of EMV, end-to-end encryption, tokenization and authentication, to name a few. Our digital payment solution, MasterPass, is the best way to pay on the smartphone as it provides consumers a safe and simple way to speed up the checkout process. Meanwhile brands and online shopping portals need to ensure easy and simple ways to browse and pay, as convenience remains paramount to consumers whether they are shopping on their phones or in-store.”

MasterCard and its Suite of Research Properties

The MasterCard Index suite in Asia Pacific includes the long-running MasterCard Index of Consumer Confidence, as well as the MasterCard Index of Women’s Advancement, MasterCard Survey on Online Shopping, MasterCard Index of Financial Literacy, and the MasterCard Index of Global Destination Cities. In addition to the indices, MasterCard’s research properties also include a range of consumer surveys including Ethical Spending and a series on Consumer Purchasing Priorities (covering Travel, Dining & Entertainment, Education, Money Management, Luxury and General Shopping).
MasterCard also regularly releases Insights reports providing analysis of business dynamics, financial policies and regulatory activities in the Asia/Pacific, Middle East and Africa region. Over 80 Insights reports have been produced since 2004. MasterCard has also released a series of four books on Asian consumer insights, authored by Dr. Yuwa Hedrick-Wong, Global Economic Advisor for MasterCard and published by John Wiley & Sons.

About MasterCard

MasterCard (NYSE: MA),, is a technology company in the global payments industry. We operate the world’s fastest payments processing network, connecting consumers, financial institutions, merchants, governments and businesses in more than 210 countries and territories. MasterCard’s products and solutions make everyday commerce activities – such as shopping, traveling, running a business and managing finances – easier, more secure and more efficient for everyone. Follow us on Twitter @MasterCardAP and @MasterCardNews, join the discussion on the Beyond the Transaction Blog and subscribe for the latest news on the Engagement Bureau.

Media Contacts

Georgette Tan, MasterCard,, +65 6390 5971

Samantha Yong, Weber Shandwick,, +65 6825 8053

Appendix: Data

% of respondents who have made a purchase using a smartphone

2014 2013 2012
Asia Pacific 45.6 38.6 35.4
Korea 53.8 47.6 40.2
China 70.1 59.4 54.1
Thailand 58.8 51.2 51.0
Hong Kong 38.2 40.0 40.9
Taiwan 62.6 45.2 28.2
Singapore 36.7 31.4 39.8
Vietnam 45.2 34.9 33.7
Indonesia 54.9 46.7 54.5
India 62.9 47.1 30.3
Malaysia 45.6 31.5 25.4
Philippines 34.0 32.8 21.4
Japan 25.8 22.9 25.8
New Zealand 20.7 15.0 18.2
Australia 19.6 24.8 18.7

[1] Thailand, China, Japan, Korea, Australia, Malaysia. New Zealand, Taiwan, Vietnam, Hong Kong, Indonesia, Singapore, India. Philippines.