With companies like Alibaba and Flipkart making waves in the Asian tech space it's not a surprise that China and India are vying for title of the fastest and most progressive region in Asia.
New study finds fastest and most progressive consumer empowerment in urban India and China, while expectations are high across the board, even among those most resistant to innovation. While all Asia-Pacific consumers are evolving and gaining empowerment through digital access, the rate and manner of this evolution is hugely varied across markets, according to Forrester’s latest study. The report, which explores empowered customer segmentation, surveyed 4,000 APAC online adults across five markets: China, India, Australia, Japan and Korea. From analysing responses, Forrester created five categories of consumer for its research: progressive pioneers, savvy seekers, convenience conformers, settled survivors and reserved resistors. It found that APAC consumers are all evolving in five key ways—their willingness to experiment, device usage, digital/physical integration, information savviness, and self-efficacy—but that the speed of these influences was markedly different and did not align with demographics alone.