SINGAPORE – The Southeast Asia Consumer Internet, Mobile, and Digital Lifestyle Insights report from GrabAds reveals a surging appetite for device upgrades across the region. According to the findings, half of Grab users plan to upgrade their smartphones this year, while a significant portion are eyeing other tech purchases, including home appliances (34%), laptops (30%), and tablets (25%). With the typical Grab user juggling four connected devices—including smartphones (89%), laptops (72%), and smart TVs (69%), this latest report from GrabAds uncovers how telco providers can enhance their offerings and marketing strategies to meet the evolving needs of the region’s increasingly tech-savvy consumers..
The key takeaways are:
#1: Service speed, stability, and pricing are key motivations when switching providers
Today’s tech-savvy consumers are constantly on the lookout for telco subscription plans that best complement their digital lifestyles. In fact, the report revealed that 1 in 4 of Grab users surveyed are willing to switch providers for those able to offer faster mobile data speed, better mobile data internet stability, and more value for money mobile plans. Similarly, 25% of broadband subscribers will switch providers for faster, more reliable service, and non-broadband users will consider subscribing if stable, high-speed services are offered.
Bundled packages incorporating a variety of connected devices and smart appliances are also particularly attractive, as GrabAds data found that potential broadband subscribers say they want add-ons such as streaming services (62%), mobile plan discounts (55%), and home devices like TVs, speakers, and laptops (45%) as part of their packages.
#2: In-store experience remains crucial in driving mobile purchases
The report found that the offline shopping experience remains essential in driving the decision-making process for mobile phone purchases. 72% of respondents who plan to upgrade or buy a new phone cited in-store experiences as a key purchase driver as they are able to enjoy hands-on product trials and instant purchases, as well as receive in-store assistance.
On the other hand, consumers who opt to shop online are drawn to the convenience of saving time and avoiding traffic by skipping store visits, as well as exclusive online promotions and the ease of comparing devices using online tools.
#3: 1 in 4 users responsible for managing family lines
In SEA, family decision-makers play a crucial role in household usage and purchase decisions, and this extends to digital goods and services. Among the surveyed Grab users subscribing to postpaid telco plans, 1 in 4 manage supplementary lines for family members, including spouse or partner (23%), parents (24%), children (19%), and other family members (35%). Targeting these chief decision-makers with tailored family bundle deals or group loyalty programmes can help brands break through to large user groups, driving broader subscription adoption.
The report also revealed that parents with children aged 10 and above represent a key consumer demographic for smartphones – with a quarter of respondents agreeing that 10 to 12 years old is the ideal age to introduce smartphones and another 21% believing that 13 to 15 years old is the most appropriate age range. In addition, the report found that learning and connection are the key factors behind parents’ smartphone purchases for their young ones. This suggests that brands should highlight educational features and safety benefits of connected devices when targeting parents, highlighting how they aid learning, facilitate family and friend connections, and provide emergency support.
For telco providers, the opportunity is clear: understand evolving consumer behaviors, tailor offerings to meet digital lifestyles, and deliver experiences that drive brand loyalty.
