Singaporean shoppers don’t skip ads: survey

Most shoppers click on ads and buy products, Criteo found.

Most Singaporean consumers click ads whilst using the internet, and buy products promoted by the ads, a survey found. 

In its Shopper Story 2022: Consumer Trends & the Future of Commerce report, Criteo reported this is a behavior shared across all age groups but is particularly prominent amongst Gen Z (77%) and Millennial shoppers (79%). 

“With recent trends indicating that shoppers appreciate the value of addressability in advertising and now see it as a good way to discover new brands and products to purchase, retailers should explore how they can reach their target audience through a robust first-party data plan and commerce media strategy, supported by the right advertising solutions that can help them achieve their campaign outcomes and business goals,” Taranjeet Singh, Managing Director, Southeast Asia & India, said. 

Aside from improving its strategies in reaching its target market, Criteo’s report also observed brands will need to offer other benefits from free shipping to easier check-out processes. 

The majority of shoppers, or 96%, cited discounts as the top incentives to purchase; whilst 95% and 94% lookout for free shipping as well as a good range of products available from the platform, respectively. 

Shoppers also said high-quality product images (93%) and easy check out process (93%) as important factors. 

In this light, Criteo made three key recommendations particularly, the need to create a robust first-party data plan, develop a commerce media strategy and invest in advertising solutions on the open internet.

Related story: More than 60% of older consumers in SG still shop want in-store