Amazon study: Across generations, shoppers in Singapore are keen to support local businesses

• More than half of Gen Z
  shoppers in Singapore say they will consciously support businesses that give
  back to the community when shopping online
• Comparing overall spending for the past
  year, Gen Z spent the most on Clothing and Accessories, while Millennial and
  Gen X loaded up on Groceries
• 41 per cent of shoppers polled
  say lower prices compared to physical stores are a key motivator for online shopping.

SINGAPORE – Media OutReach -
9 June 2021 – (NASDAQ: AMZN) Amazon Singapore today released
the results of a nationwide survey on consumer shopping behaviour in the past
year, conducted by YouGov. Surveying
1,207 adults in Singapore, the study sought to explore the online shopping
behaviour across three main generational groups in the country – Gen Z (born 1997 to 2009), Millennial (born 1981 to
1996) and Gen X (born 1965 to 1980) and looked at the items purchased in the
past year, the impact COVID-19 had on shopping habits, and if the behavioural
change is likely to shift post-pandemic.

 

Henry Low, Country Manager, Amazon
Singapore
said: “Customer obsession has
always been at the heart of Amazon’s business globally. By keeping our finger
on the pulse of changing consumer trends and behaviour, we ensure the user
experience is optimised for customers’ shopping preferences. Armed with a
deeper understanding of the trends shaping multigenerational shopping habits
among our customers, Prime Day 2021 – held on June 21 and 22 – is a prime
moment for Amazon to deliver exceptional savings on thousands of deals to all
generations of Amazon Prime members in Singapore.”

 

Key Finding #1: More than half of
Singapore shoppers are #ShopLocal fans, with Gen X-ers being the biggest
supporters

 

Across
generations, more than half of the
respondents said that they will choose to
support local sellers over buying the same product from an international seller
if there are no price differences. Living up to their
word, the study finds 48 per cent of Gen X shoppers confirming that they bought
from local brands in the past 1 week or more recently, followed closely by
Millennial (44 per cent) and Gen Z (34 per cent).

 

Amazon sees this similar trend
among shoppers in our online store. In 2020,
Amazon.sg welcomed more than 12,000 small businesses in Singapore, all of whom participated in Prime Day for the first time
ever. This year, there are more than double the number of small businesses
participating in Prime Day. Local sellers who
participated in Prime Day observed stronger
sales numbers during Prime Day than other months. Shoppers keen to support
local and small businesses should visit Amazon’s small business storefront
this Prime Day.

 

Key Finding #2: Gen Z shoppers in Singapore most
likely to consciously support businesses that give back to the community when
shopping online

 

While majority of
all shoppers polled said they will support organisations that have a charitable
component, 63 per cent of Gen Z shoppers said that for the same product, they
would rather buy from a seller that gives back to the local community, versus
one that does not, compared to 55 per cent of both Millennial and Gen X
shoppers, the study revealed.

 

Shoppers looking
to give back to the community can support local non-profit organisations (NPOs)
through initiatives like the Amazon X Retail for Good Wishlist programme. A joint effort with
the National Volunteer and Philanthropy Centre (NVPC), the programme lets shoppers
purchase items listed on participating NPOs’ wish lists, while Amazon offers a nominal
donation to each NPO on board to kickstart the programme. NPOs on the Wishlist
programme include Singapore Children’s Society, Blessings in a Bag, Children’s
Wishing Well, Club Rainbow, The Food Bank Singapore, Singapore Red Cross, SOSD,
New Hope Community Services, Arc Children’s Centre, SHINE Children and Youth
Services, The Singapore Association for the Deaf, and Willing Hearts. Amazon welcomes more NPOs to join the programme to further
facilitate the Wishlist donation drive
efforts.

 

Key Finding #3: While 90 per cent of Singaporeans were already seasoned
online shoppers before the pandemic, the “new normal” saw shoppers spending
most on Clothing & Accessories across generations

 

According to the study findings, Clothing
& Accessories top the most popular product categories across all shoppers
polled, followed by Health & Personal Care, and Groceries:

1. Clothing &
   Accessories (59 per cent)

• This
  category was the most-shopped among Gen Z (64 per cent), with the group
  spending 34 per cent of their total online spend – the highest compared to the
  other generation groups.

2. Health & Personal
   Care (47 per cent)

• Gen
  Z’s were the most health conscious, spending the highest proportion of their
  total online spend (25 per cent) on Health and Personal Care products.  

3. Groceries (46 per cent)

• Groceries
  contributed to the highest proportion of Millennial’s (36 per cent) and Gen X’s
  (43 per cent) online spending. More Gen X (19 per cent) and Millennial (18 per
  cent) grocery online shoppers also carted out groceries online for the first
  time due to the pandemic.

Key Findings #4: 85 per
cent of shoppers polled started buying Pet Supplies online due to the pandemic
and said they would continue to buy Pet Supplies moving forward

 

Of all the
product categories purchased since the start of the pandemic, shoppers across
the generations said they will continue to buy the following online as often or
more.

1. Pet Supplies (85 per
   cent)

• Despite coming in top, this category was overwhelmingly dominated
  by Millennial (90 per cent) and Gen X (88 per cent) pet supplies shoppers, with
  both generations driving demand in the Pet Supplies category.

2. Beauty and Skincare (82
   per cent)

• 84 per cent of Gen Z beauty and skincare shoppers said they will
  continue to buy Beauty and Skincare products, compared to 85 per cent of Millennial and 75 per
  cent of Gen X shoppers.

3. Books (78 per cent)

• Gen X book
  shoppers emerged the most voracious readers with 82 per cent indicating they
  would continue to purchase Books online moving forward.

Key Finding #5: Gen
X puts safety first while Gen Z motivated by wider international selection to
shop online; low prices continue to motivate shoppers across generations

 

With the introduction of
social distancing measures and heightened public health alerts, 2 in 5 Gen X
shoppers (39 per cent) said the ability to avoid public spaces and stay safe is
a key motivator for online shopping.

 

While 27 per cent of Gen Z
shoppers said the availability of international selection is a crucial online
shopping motivator, the highest compared to their Millennial and Gen X counterparts.

 

Lastly, with the majority of
Singaporeans identifying as Bargain Hunters (32 per cent) and 41 per cent
saying that lower prices are the top motivator for online shopping, it comes as
no surprise that 23 per cent of shoppers rely on product comparison sites when
making online shopping decisions.

 

Prime Day Returns to Singapore on June 21 and 22

 

In the lead up to and on
Prime Day, shoppers across Singapore – whether it be Bargain Hunters, Practical
Shoppers, Shopaholics or Informed Buyers – can gain exclusive access to a wide
international selection of product categories, limited time offers, new
launches, and get amazing deals and savings socially distanced and safely
within the comforts of home.

 

Prime Day kicks off on
Monday, June 21 and runs through Tuesday, June 22, offering Prime members the
chance to spend less and cash in more savings. For more information on Prime
Day, visit amazon.sg/primeday.