- The document discusses a study on the rise of marketplace economies in Asia Pacific. It found that consumers in the region spend more time online than global averages and shop just as much online. - Marketplaces are transforming how consumers search, shop, and access services like transportation, hospitality, and food delivery. Popular marketplaces include ecommerce, hotels, food delivery, and ride-sharing platforms. - Fast, secure payments and privacy are important to consumers. While most prefer credit cards, many are also open to digital wallets and regional payment methods. Marketplaces are seen as beneficial to economies by giving consumers more choice and helping small businesses.

1. The platform effect:
Rise of the marketplace
economy in Asia Pacific

2. This study was conducted online by Nielsen in January
2018 among 1,000+ adults, 18 and older, in the United
States; and among 500+ adults, 18 and older, in Australia,
France, Germany, Hong Kong, Japan, Netherlands,
Singapore, and the U.K.
Where applicable, local examples of ride-sharing platforms,
food-delivery services, e-commerce, and other multi-sided
marketplaces were used in individual country surveys.
Research Background

3. Multi-sided marketplaces, which facilitate transactions between
third-party buyers and sellers, are fundamentally changing the
way we search, shop and live online.
On average, internet users in the region not only spend more time
online, but also use the internet more intensely than their peers
around the world, with 38% spending 20 hours or more on the
internet per week, above the global average of 34%.
They also shop just as much, with 8 in 10 buying something
online in the last month.
Marketplaces are transforming consumer
life in Asia Pacific.

4. Do you spend more than 20+
hours a week online?
34%
38%
42% 43%
30%
38%
21%
33%
0%
50%
100%
Global APAC SG JPAU HK US UK
Answered ‘Yes’ to spending 20+ hours online
81% 80% 77% 75% 78%
89%
76%
87%
0%
50%
100%
Global APAC SG JPAU HK US UK
Have you bought something
online in the last month?
Answered ‘Yes’
81% 80%
0%
50%
100%
34%
38%
0%
50%
100%

5. Consumers today are far more likely to make a purchase on a
marketplace, whether they realize it or not.
In Asia Pacific, 77% said that marketplaces help them find
products, service, and offers they otherwise wouldn’t find. This
figure is even higher in markets like Singapore and Hong Kong,
where more than 80% report the same.
Six in 10 now spend more money on online marketplaces. And
well over half say that they like using marketplaces for everything
from transportation to hotels and food.
The way consumers in Asia Pacific
shop has also changed.

6. Marketplaces help me find products, services, and
offers I wouldn't otherwise find. (Yes/No)
74% 77% 84%
71%
81%
70% 76% 77%
0%
50%
100%
Global APAC SG JPAU HK US UK
Answered ‘Yes’
74% 77%
0%
50%
100%

7. Nowadays, I spend more money on online
marketplaces than elsewhere. (Yes/No)
56% 60% 67%
51% 56%
65%
56% 56%
0%
50%
100%
Global APAC SG JPAU HK US UK
Answered ‘Yes’
56% 60%
0%
50%
100%

8. I like using online marketplaces for transportation,
hospitality and food delivery/subscription vs. going
to taxis, hotels, restaurants directly. (Yes/No)
44%
58%
73%
50%
71%
39% 39% 34%
0%
50%
100%
Answered ‘Yes’
Global APAC SG JPAU HK US UK
44%
58%
0%
50%
100%

9. The most popular marketplaces among consumers in the region are
ecommerce, hotels and hospitality, food delivery, restaurant reservation
and ride-sharing platforms, a trend that’s consistent globally.
Ecommerce marketplaces are the most popular in the region — more
than half have used an ecommerce marketplace to either buy or sell
something in the past year. This figure is even higher in Singapore and
Australia, at 77% and 64%, respectively.
In Hong Kong, hotel and hospitality marketplaces came up tops —
nearly half have used a hotel or hospitality marketplace in the past
year.
Asia Pacific consumers enjoy a
wide variety of marketplace
categories.

10. 60%
52%
77%
64%
13%
55%
61%
68%
0%
50%
100%
Global APAC SG JPAU HK US UK
Answered ‘Yes’
Global APAC SG JPAU HK US UK
Answered ‘Yes’
I have used an ecommerce
marketplace in the last year.
(Yes/No)
I have used a hotel/hospitality
marketplace in the last year.
(Yes/No)
33%
38%
46%
31%
48%
27% 24% 25%
0%
50%
100%
33%
38%
0%
50%
100%
60%
52%
0%
50%
100%

11. Food delivery and ride-sharing platforms came in second
after ecommerce platforms in Singapore, with more than
half using these marketplaces in the past year.
Restaurant reservation platforms came in second in Hong
Kong, with just over a third using them to make reservations
in the past year, while nearly a quarter in Australia and
Hong Kong used a ride-sharing service.
Restaurants and ride-sharing rule
among Asia Pacific consumers.

12. I have used a food delivery marketplace in the last
year. (Yes/No)
21% 26%
52%
24% 17% 10% 11%
20%
0%
50%
100%
Global APAC SG JPAU HK US UK
Answered ‘Yes’
21% 26%
0%
50%
100%

13. I have used a restaurant reservation marketplace in
the last year. (Yes/No)
15% 22% 21%
12%
36%
20% 13% 9%0%
50%
100%
Global APAC SG JPAU HK US UK
Answered ‘Yes’
15% 22%
0%
50%
100%

14. I have used a ride-sharing marketplace in the last
year. (Yes/No)
17% 25%
52%
23% 22% 1% 17% 11%0%
50%
100%
Global APAC SG JPAU HK US UK
Answered ‘Yes’
17% 25%
0%
50%
100%

15. Marketplaces are for buyers
and sellers.
While, marketplaces were most often used for
purchase, a number of people who used these
marketplaces also sold items or services through
the same marketplaces.

16. A P E R S O N A L C H O R E S M A R K E T P L A C E
Answered ‘Yes’ Answered ‘Yes’
A N E C O M M E R C E
M A R K E T P L A C E
I have used this marketplace to both purchase a product/service
and to sell a product/service in the past year. (Yes/No)
18% 16%
0%
25%
50%
15% 18%
0%
25%
50%
Global APAC Global APAC

17. A R I D E - S H A R I N G M A R K E T P L A C E
Answered ‘Yes’ Answered ‘Yes’
A F O O D D E L I V E R Y
M A R K E T P L A C E
I have used this marketplace to both purchase a product/service
and to sell a product/service in the past year. (Yes/No)
7% 8%
0%
25%
50%
7% 6%
0%
25%
50%
Global APAC Global APAC

18. Answered ‘Yes’
A H O T E L / H O S P I T A L I T Y
M A R K E T P L A C E
I have used this marketplace to both purchase a product/service
and to sell a product/service in the past year. (Yes/No)
5% 5%
0%
25%
50%
Global APAC

19. People using
marketplaces in-region are
accessing via
smartphones.

20. R I D E S H A R I N G
79%
86% 90%
85%
79%
44%
81%
67%
0%
50%
100%
60%
66%
72%
61%
76%
28%
65%
60%
0%
50%
100%
Global APAC SG JPAU HK US UK Global APAC SG JPAU HK US UK
Answered ‘Yes’ Answered ‘Yes’
F O O D D E L I V E R Y
How often do you use each of the following on your
mobile phone, versus other devices. (Yes/No)
79%
86%
0%
50%
100%
60%
66%
0%
50%
100%

21. 53%
59%
64%
37%
73%
38%
48% 48%
0%
50%
100%
42% 42%
32%
54% 53%
27%
40%
47%
0%
50%
100%
Answered ‘Yes’ Answered ‘Yes’
C R O W D F U N D I N G P L A T F O R M SR E S T A U R A N T
R E S E R V A T I O N S
How often do you use each of the following on your
mobile phone, versus other devices. (Yes/No)
Global APAC SG JPAU HK US UK Global APAC SG JPAU HK US UK
53%
59%
0%
50%
100%
42% 42%
0%
50%
100%

22. 30%
35%
44%
27%
40%
21%
38%
30%
0%
50%
100%
55%
26%
49%
26%
31% 30%
0%
50%
100%
Answered ‘Yes’ Answered ‘Yes’
E C O M M E R C E
M A R K E T P L A C E
H O T E L / H O S P I T A L I T Y
How often do you use each of the following on your
mobile phone, versus other devices. (Yes/No)
Global APAC SG JPAU HK US UK Global APAC SG JPAU HK US UK
30%
35%
0%
50%
100%
28%
38%
0%
50%
100%

23. For many, a big part of the experience came down to having fast,
secure, and frictionless payments experiences.
Seven in 10 consumers in Hong Kong, more than 6 in 10 in
Singapore and 5 in 10 in Australia will abandon a purchase if it
takes too long to enter payment information.
About 7 in 10 in the region also said that not having to enter
credit card information would be an important feature in their
preferred marketplaces. And over 90% want to know their details
are safe.
Fast, secure and frictionless
payments are key.

24. 51%
57%
65%
50%
71%
43% 42%
47%
0%
50%
100%
Global APAC SG JPAU HK US UK
Answered ‘Yes’
Global APAC SG JPAU HK US UK
Answered ‘Yes’
I will leave a website or app without
purchasing anything if it takes too long to
enter payment information. (Yes/No)
I will leave without purchasing anything if
website or app doesn’t remember my credit
card.(Yes/No)
26% 29%
24% 22%
37%
33%
22% 20%
0%
50%
100%
26% 29%
0%
50%
100%
51%
57%
0%
50%
100%

25. 67%
72% 73% 70% 73% 72%
66% 64%
0%
50%
100%
Global APAC SG JPAU HK US UK
Answered ‘Yes’
Global APAC SG JPAU HK US UK
Answered ‘Yes’
Not having to enter credit card
information each time I make
purchase/use an online marketplace is
important. (Yes/No)
Knowing my contact details are safe in the
app/service is important (Yes/No).
94% 93%
96% 97%
94%
84%
94%
96%
50%
100%
94% 93%
0%
50%
100%
67%
72%
0%
50%
100%

26. While credit cards remained the most popular payment
methods, more than a quarter in APAC — and more than a
third globally — said they preferred digital wallets and
payment methods like Apple Pay, Alipay, and Android Pay.
Notably, more than a third in APAC also said they would be
more likely to visit a website or app if it offered more
alternative payment methods, a preference that rises
markedly amongst millennials.
It’s not just about credit cards
anymore.

27. What is your preferred way to
pay for online purchases?
SURVEY QUESTION

28. CREDIT CARD
39%
52% 51%
29%
56%
72%
49%
34%
0%
50%
100%
Global APAC SG JPAU HK US UK
Answered ‘Yes’
39%
52%
0%
50%
100%

29. DIGITAL WALLETS AND REGIONAL PAYMENT
METHODS
35%
26%
18%
48%
34%
4% 14%
27%
0%
50%
100%
Global APAC SG JPAU HK US UK
Answered ‘Yes’
35%
26%
0%
50%
100%

30. DEBIT CARD
18% 14%
27%
19% 4% 7% 29% 34%
0%
50%
100%
Answered ‘Yes’
18% 14%
0%
50%
100%
Global APAC SG JPAU HK US UK

31. Would you be more likely to
visit a website or app if it
offered the following?
SURVEY QUESTION

32. REGIONAL PAYMENT METHODS
35% 34%
42%
37%
47%
11%
14%
40% 39% 39% 37%
53%
20%
27%
0%
50%
100%
Global APAC SG JPAU HK UK
Millennials
0%
50%
100%

33. DIGITAL WALLETS
28%
34%
42%
30%
42%
20%
28% 30%
38%
42% 40%
43%
54%
27%
41% 43%
0%
50%
100%
Global APAC SG JPAU HK US
Millennials
UK
28%
34%
42%
30%
42%
20%
28% 30%
38%
42% 40%
43%
54%
27%
41% 43%
0%
50%
100%
0%
50%
100%

34. CRYPTOCURRENCIES
10% 11% 11% 13% 13%
8%
13% 14%
17% 17%
10%
26%
15%
18%
22%
28%
0%
50%
100%
Global APAC SG JPAU HK US
Millennials
UK
0%
50%
100%

35. Other key features include:
RESEARCH DATA

36. 94% 94%
97% 96%
94%
87%
95% 95%
50%
100%
93% 94%
97% 96% 95%
89%
91% 91%
50%
100%
Answered ‘Yes’ Answered ‘Yes’
Global APAC SG JPAU HK US UK Global APAC SG JPAU HK US UK
Knowing I’ll be able to find
things quickly is important.
(Yes/No)
Being able to track/cancel
orders is important.
(Yes/No)
94% 94%
0%
50%
100%
93% 94%
0%
50%
100%

37. 89% 90% 89%
97%
89%
93%
78%
90%
86%
0%
50%
100%
76%
83% 86%
80%
87%
79% 77%
71%
0%
50%
100%
Answered ‘Yes’ Answered ‘Yes’
Global APAC SG JPAU HK US UK Global APAC SG JPAU HK US UK
Being able to discover new
products/services is important.
(Yes/No)
Being able to easily input
coupons or discounts at
checkout is important. (Yes/No)
Asia
89% 90%
0%
50%
100%
76%
83%
0%
50%
100%

38. 79% 82%
90%
75%
85%
79%
73%
63%
0%
50%
100%
Answered ‘Yes’
Global APAC SG JPAU HK US UK
Being able to match me to specific
products/services/merchants is
important. (Yes/No)
79% 82%
0%
50%
100%

39. Nearly 80% in Asia Pacific believe marketplaces are
beneficial to the economy.
Of those, most said that marketplaces are giving
consumers more choice (76%), increasing competition
between businesses (50%), helping small businesses
reach more consumers (52%).
Many also said that marketplaces are providing more
flexibility for part-time workers (39%) and boosting
employment (37%).
Marketplaces are transforming the Asia
Pacific economy.

40. I believe marketplaces are beneficial to the
economy. (Yes/No)
73% 78% 84% 87%
71% 70% 78% 73%
0%
50%
100%
Global APAC SG JPAU HK US UK
Answered ‘Yes’
73% 78%
0%
50%
100%

41. For which of the following
reasons do you believe online
marketplaces are beneficial to
the economy?
SURVEY QUESTION

42. GIVE CONSUMERS MORE OPTIONS
72% 76%
83%
71% 75% 74% 74%
64%
0%
50%
100%
Global APAC SG JPAU HK US UK
Answered ‘Yes’
72% 76%
0%
50%
100%

43. HELP SMALLER BUSINESSES REACH
MORE CONSUMERS
48% 52%
60%
52% 49% 45% 51% 50%
0%
50%
100%
Global APAC SG JPAU HK US UK
Answered ‘Yes’
48% 52%
0%
50%
100%

44. INCREASE COMPETITION BETWEEN
BUSINESSES
49% 50%
60% 58%
43% 36%
51% 48%
0%
50%
100%
Global APAC SG JPAU HK US UK
Answered ‘Yes’
49% 50%
0%
50%
100%

45. PROVIDE MORE FLEXIBILITY TO
PART-TIME WORKERS
33% 39%
49%
41% 42%
23%
39%
27%
0%
50%
100%
Global APAC SG JPAU HK US UK
Answered ‘Yes’
33% 39%
0%
50%
100%

46. HELP CREATE MORE JOBS
33% 37%
46%
36%
45%
18%
38%
26%
0%
50%
100%
Global SG HKAU JP UK
Answered ‘Yes’
US
33% 37%
0%
50%
100%
APAC

47. This is a significant step in the evolution of online commerce.
Though the internet economy has grown from under US$1
billion a year in 1995 to US$1.5 trillion today, only 3% of
global GDP is online today1.
This, in part, has been because much of the internet
economy’s growth over the past 25 years has been driven by
the growth of advertising online — an activity which has
limited economic impact, typically accounting for half or one
percent of a country’s GDP.

48. Now, however, we’re seeing the real transformative
impact of the internet as it evolves from advertising
platforms to commercial platforms, or multi-sided
marketplaces, enabling the creation of new commercial
experiences that cannot exist in the offline world.
Marketplaces are not just changing the way we travel,
shop, commute, they are fundamentally changing the
internet economy, driving the next wave of online
growth, especially in Asia Pacific.