Visa-东南亚无现金消费用户情况（英文）-2019.4-30页.pdf

RISE OF THE DIGITALLY ENGAGED CONSUMER A Visa ReportDisclaimerCase studies,statistics,research and recommendations are provided“AS IS”and intended for informational purposes only and should not be relied upon for operational,marketing,legal,technical,tax,financial or other advice.You should consult with your legal counsel to determine what laws and regulations may apply to your circumstances.The actual costs,savings and benefits of any recommendations or programs may vary based upon your specific business needs and program requirements.By their nature,recommendations are not guarantees of future performance or results and are subject to risks,uncertainties and assumptions that are difficult to predict or quantify.Visa is not responsible for your use of the information contained herein(including errors,omissions,inaccuracy or non-timeliness of any kind)or any assumptions or conclusions you might draw from its use.Visa makes no warranty,express or implied,and explicitly disclaims the warranties of merchantability and fitness for a particular purpose,any warranty of non-infringement of any third partys intellectual property rights.To the extent permitted by applicable law,Visa shall not be liable to a client or any third party for any damages under any theory of law,including,without limitation,any special,consequential,incidental or punitive damages,nor any damages for loss of business profits,business interruption,loss of business information,or other monetary loss,even if advised of the possibility of such damages.ALL BRAND NAMES AND LOGOS ARE THE PROPERTY OF THEIR RESPECTIVE OWNERS,ARE USED FOR IDENTIFICATION PURPOSES ONLY,AND DO NOT IMPLY PRODUCT ENDORSEMENT OR AFFILIATION WITH VISACONTENTSForeword.Building Cashless Societies.Retail in Southeast Asia.Shift from Bricks to Clicks The Online Experience The On-demand Economy.On-demand categories Impact on adoption of mobile payment 46-89-1617-2122-3030The Mobile Internet.Digital commerce Mobile banking in Southeast Asia Alternative payment methods References.FOREWORD A NEW WORLD ORDER WHERE CONSUMER EXPERIENCE WILL TAKE CENTRE-STAGEThe number of digital consumers in Southeast Asia has reached a staggering 200 million,representing a US$50 billion digital economy1.This colossal growth presents an opportunity for a new form of consumerism,one where the consumer experience is of utmost importance.The way we shop and pay for our purchases is evolving at great pace.The influx of technology and innovation has rewritten the rules of engagement in commerce.To understand more about these changes and how consumers are thinking about payments,were pleased to present findings from this,our fourth annual Visa Consumer Payment Attitudes Survey2.In Southeast Asia,approximately eight in 10 respondents say they shop online at least once a month and more than six in 10 express interest to shop via social media platforms.Similarly,visiting a physical bank to make a transaction is now regarded as time-consuming and less preferable to going online or using a mobile banking app.Eighty-three per cent of respondents access banking services online and seventy per cent say they use mobile banking at least once a week2.These changes across the banking and retail landscape are contributing to Visas evolution.In the same way that consumers have embraced digital technologies,so has the payments industry.At Visa,we are continually innovating our products,systems and services to deliver enhanced capabilities that will satisfy the demands of the digitally-engaged consumer.The future of retail and banking will be intimately tied to how we can support our partners to deliver seamless consumer experiences.We need to be able to make payments anytime,anywhere,on any device or form factor,both seamlessly and securely.The consumer experience is central to this vision and at Visa were focused on extending the reach and value of electronic payments in ways that can transform and improve the consumer experience in the digitally connected world.We hope this report will serve as a guide to the evolving payment needs of consumers in the new digital economy in Southeast Asia.1 Bain&Company released its digital report“Digital Acceleration in Southeast Asia:Navigating Tectonic Shifts”on 19 May 2017.The report is based on a survey of 2,400 consumers in six major Southeast Asian countries(Singapore,Malaysia,Thailand,Indonesia,Philippines,and Vietnam).2 The 4th Consumer Payment Attitudes Survey was commissioned by Visa and carried out from July-August 2017,refer to Appendix on slide 30 for details.Mandy LambGroup Country ManagerRegional Southeast AsiaBUILDING CASHLESS SOCIETIESMore than four in 10(43 per cent)of consumers in Southeast Asia expect their country to be completely cashless within the next seven years.Innovation in commerce has always been about reducing friction and providing a better consumer experience.From this report,it is clear that businesses everywhere are rapidly evolving to keep up with the needs of todays digitally engaged consumers.The convergence of technologies,coupled with the proliferation of payment solutions,have presented consumers and merchants alike with new opportunities to displace cash.Close to seven in 10(68 per cent)of consumers in Southeast Asia are confident of going completely cashless for a full day,and close to half(45 per cent)said they can go cashless for three days.This is a testament to the effectiveness of a robust payment infrastructure that supports each countrys vision to become a digital nation.2024:CASHLESS SOCIETIES BECOMING A REALITY Source:The 4th Consumer Payment Attitudes Survey commissioned by Visa and carried out from July-August 2017,refer to Appendix on slide 30 for details.Go cashless for 24 hoursGo cashless for 3 daysSEA=Southeast Asia SG=Singapore MY=Malaysia TH=Thailand ID=Indonesia VN=Vietnam PH=Philippines MM=Myanmar Are you confident to01020304050607080901000102030405060708090100SEASEASGSGMYMYTHTHIDIDVNVNPHPHMMMM68%45%42%42%37%47%57%51%38%68%61%63%66%69%45%76%As Southeast Asia inches toward a cashless future,we expect consumers to have a greater appetite for more innovative payment solutions to meet their needs.Together with our partners,we hope to continue creating endless possibilities and opportunities for consumers to go completely cashless,and enjoy the seamless,reliable and secure purchase experience everywhere they go.Source:The 4th Consumer Payment Attitudes Survey commissioned by Visa and carried out from July-August 2017,refer to Appendix on slide 30 for details.RETAIL IN SOUTHEAST ASIA Shift from Bricks to Clicks The Online Experience Instead of walking down boulevards lined with brick-and-mortar stores,todays consumers are more compelled to shop via their smart devices,in the comfort of their homes.The shift from bricks to clicks is fundamentally driven by two key factors:innovation and changing consumer experience.Technology advances have hastened the innovation process and as a result,consumers have higher expectations when it comes to experience.78%SG74%MY84%VN83%ID85%TH66%PHThe internet economy in Southeast Asia,driven mostly by the booming eCommerce market,is expected to grow to US$200 billion by 2025.2 This trend has broadened the choices for consumers in Southeast Asia,for they can now enjoy the convenience of online shopping and have goods delivered right to their doorsteps.Visa is investing a significant amount of resources to accelerate this growth.According to VisaNet data,the number of eCommerce transactions in Southeast Asia grew by more than 80 per cent year-on-year in 2017.OVERVIEW OF RETAIL LANDSCAPE IN SOUTHEAST ASIA 3Google and Temasek conducted and released the report“e-Conomy SEA Unlocking the$200 billion digital opportunity in Southeast Asia”on 23 September 2016.%of respondents who shopped online at least once a month 0602080401001070309050Shifts from Bricks to Clicks According to the 2017 Visa Consumer Payment Attitudes Survey,78 per cent of respondents in the region shopped online at least once a month.This signifies tremendous opportunities for retailers to engage with consumers to drive greater adoption of online shopping.For that reason,consumers in Southeast Asia are increasingly becoming vocal about what they expect from online retailers.Firstly,more than half of respondents(58 per cent)cited the option to compare prices as a key factor that would make online shopping better.Secondly,the demand for a more secure payment system is the highest in the Philippines (61 per cent),as compared to the regional average of 53 per cent.Thirdly,approximately half of respondents believe ease of checkout is a key factor in influencing the online shopping experience.Source:The 4th Consumer Payment Attitudes Survey commissioned by Visa and carried out from July-August 2017,refer to Appendix on slide 30 for details.Social Media and its impact on shopping behaviour%of respondents who shopped on mobile at least once a monthAs consumers become more digitally savvy,they want to be able to shop,browse and purchase goods and services at any time of the day.Hence,for many consumers across the region,such“on-the-go”attitudes are already ingrained in their minds as they go through their daily lives.Seventy-seven per cent of respondents said that they shopped on their mobile at least once a month,helping in turn to shape the retail landscape to meet their evolving needs.We believe that this number is going to increase as consumers continue to embrace and normalize their mobile-first,omni-channel lifestyles.On average,consumers in Southeast Asia spend approximately six hours on their smartphones and almost three hours on social media in a single day.Sixty-three per cent of respondents in Southeast Asia are interested in purchasing items on social networks.More than half of survey respondents have bought items via social networks,with the exception of Singapore and Myanmar.INNOVATION AND CHANGING CONSUMER EXPECTATIONS DRIVE BRICKS TO CLICKS 77%71%73%87%SEATHSGMYSEA69%74%VNPH81%INSource:The 4th Consumer Payment Attitudes Survey commissioned by Visa and carried out from July-August 2017,refer to Appendix on slide 30 for details.Southeast AsiaThe Online Experience Businesses that offer the best consumer experience will outperform and outlast their competition.Technology has opened enormous opportunities for businesses to take away pain points for their customers and add value in a new way.In fact,Visa has worked with some forward-looking companies to help enhance their touch points,with the end goal of improving the consumer experience of the hyper-connected,time-starved individuals.WHAT MAKES A GOOD ONLINE EXPERIENCE?Ability to compare prices of products in the same categories58%Secure payment system53%Ease of checkout 49%Source:The 4th Consumer Payment Attitudes Survey commissioned by Visa and carried out from July-August 2017,refer to Appendix on slide 30 for details.SingaporePhilippinesThailandMore secure payment system59%More secure payment system61%Ease of checkout67%Ability to compare prices of products in the same categories 57%Ability to compare prices of products in the same categories59%Ability to compare prices of products in the same categories 63%Ease of checkout 51%Clear representation of fees and taxes involved46%More secure payment system47%WHAT MAKES A GOOD ONLINE EXPERIENCE?Source:The 4th Consumer Payment Attitudes Survey commissioned by Visa and carried out from July-August 2017,refer to Appendix on slide 30 for details.MalaysiaAbility to compare prices of products in the same categories 59%More secure payment system 54%Ease of checkout 51%MyanmarEase of checkout56%Suggested similar products47%Ability to compare prices of products in the same categories 43%IndonesiaAbility to compare prices of products in the same categories 60%More secure payment system55%Real-time,personalized offers designed especially for me39%VietnamEase of checkout56%Ability to compare prices of products in the same categories54%More secure payment system42%WHAT MAKES A GOOD ONLINE EXPERIENCE?Source:The 4th Consumer Payment Attitudes Survey commissioned by Visa and carried out from July-August 2017,refer to Appendix on slide 30 for details.THE ON-DEMAND ECONOMY Convenience,speed,simplicity and security,when put together,will define the ultimate consumer experience.Driven by access to the internet and smartphones,consumers in Southeast Asia look to the on-demand economy to fulfil their needs,as it provides real-time access to a myriad of goods and services.Physical stores lack seamlessness and fail to deliver a consistently personalized consumer experience for shoppers.From fashion,food delivery,entertainment and day-to-day transportation,businesses in the on-demand ecosystem have found a way to connect providers and buyers on their smartphones,laptops,and desktops.On-Demand categoriesImpact on adoption of mobile paymentFour in 10 consumers in Southeast Asia use on-demand transportation services at least once a week;respondents in Indonesia,Philippines and Singapore have the highest frequency of useWHERE IS THE DEMAND?On-Demand categories Top on-demand categories in Southeast Asia060208040Streaming Services Meal Delivery Transportation 29%46%60%Top category in each countryIndonesia68%Malaysia59%Singapore64%Vietnam62%Philippines72%Thailand54%TransportationMeal Delivery Source:The 4th Consumer Payment Attitudes Survey commissioned by Visa and carried out from July-August 2017,refer to Appendix on slide 30 for details.Technology is changing how people pay and we need to ensure good mobile connectivity,ubiquitous and seamless consumer experiences and inter-operability for more consumers to use electronic payments in their daily lives.The availability of smart devices has empowered consumers to demand for things“right here and right now”.Anything less of that,is increasingly perceived as a pain point.In fact,more than six in 10 respondents in Southeast Asia cited efficiency and convenience as benefits of on-demand services.They expect businesses to be 24/7 and adapt their services to meet individual needs.ON-DEMAND SERVICES ACCELERATING GROWTH OF MOBILE PAYMENTS Impact on adoption of mobile paymentPerceived benefits of on-demand services by consumers in Southeast Asia I feel it is more convenient and efficient 61 per centI get to shop in the comfort of my own home 52 per centI feel that there are more choices 47 per centSource:The 4th Consumer Payment Attitudes Survey commissioned by Visa and carried out from July-August 2017,refer to Appendix on slide 30 for details.Increased connectivity,coupled with the wider payment methods and form factors have transformed consumers experience in commerce.The introduction of various payment solutions such as Visa contactless payments,Visa Checkout and Visa Token Service have transformed the way consumers conduct their daily lives from shopping to booking a taxi to ordering and paying for food in a variety of restaur