Impact of COVID-19 on

Consumer Behaviour

April 2020
 Our Proprietary Panels

Japan (JP) China (CN) South Korea (KR)

2,200,000 3,204,500 640,000

Taiwan (TW) Hong Kong (HK) Singapore (SG)

120,000 52,000 80,000

Thailand (TH) Malaysia (MY) Indonesia (ID)

550,000 196,000 550,000

India (IN) Philippines (PH)

Vietnam (VN)
650,000 315,000
300,000

• Markets: China, Hong Kong, India, Indonesia, Japan, South Korea, Malaysia, Philippines, Singapore, Taiwan,
Survey Thailand, United States, Vietnam
Methodology &
• Sample size: 1,000 respondents per market, 13,000 in total
Notes
• Profile of respondents: 20+ y.o. respondents from Rakuten Insight proprietary panels, with good
distribution on age, gender, region & occupation

• Survey timing
April 2020
 Sources of information

News on traditional forms of media, TV, radio Marked contrast between Japan & China when it comes to
continues to be a highly trusted source of trusting experts & influencers on social media with trust
information even in the digital age much higher in China & lower in Japan

Korea relatively low trust in many sources of While people spend more time watching TV news or
information with the most highly trusted reading news websites, the time spent on following
source being TV news (71%) influencers or celebrities on social media is less than usual

Consumers from around the world rely on

These times of uncertainty & gravity appear to have led to
information from TV news & government
consumers to spend their time on more serious & reliable
websites. A slight decrease can be observed in
sources of information
trusting the information on social media
 How much do you trust the following sources of information?
International consumers rely on information from Government websites and TV news. A slight decrease can be observed in
terms of trusting the information on social media.
TV programs/talk Government Post by experts
TV News Newspapers Radio News websites
shows Website on social media
CN 96% CN 89% CN 88% CN 78% CN 92% CN 88% CN 74%
HK 79% HK 56% HK 77% HK 72% HK 71% HK 77% HK 61%
ID 84% ID 62% ID 83% ID 81% ID 81% ID 74% ID 57%
IN 87% IN 72% IN 91% IN 83% IN 83% IN 80% IN 66%
JP 77% JP 48% JP 74% JP 61% JP 72% JP 56% JP 35%
KR 71% KR 65% KR 57% KR 60% KR 62% KR 41% KR 52%
MY 88% MY 68% MY 81% MY 84% MY 82% MY 74% MY 46%
PH 90% PH 73% PH 88% PH 89% PH 87% PH 83% PH 66%
SG 90% SG 67% SG 87% SG 80% SG 85% SG 79% SG 44%
TH 92% TH 66% TH 77% TH 70% TH 83% TH 76% TH 62%
TW 73% TW 35% TW 67% TW 57% TW 82% TW 68% TW 61%
US 70% US 47% US 72% US 69% US 71% US 66% US 46%
VN 94% VN 87% VN 79% VN 81% VN 86% VN 71% VN 51%

13,000 Rakuten Insight Panelists Polled I trust them/I somewhat trust them
 Change in the amount of time spent watching/listening to different
sources compared to last year
While people spend more time watching TV news or reading news websites, the time spent on following influencers or
celebrities on social media is less than usual.

Time spent
increased/increased CN HK ID IN JP KR MY PH SG TH TW US VN
somewhat

TV news 69% 50% 55% 66% 35% 50% 59% 62% 55% 60% 36% 39% 68%

Government websites 55% 28% 47% 46% 20% 27% 51% 57% 50% 47% 33% 34% 52%

News websites 66% 47% 53% 54% 29% 42% 56% 58% 53% 58% 37% 35% 53%

Time spent
decreased/decreased CN HK ID IN JP KR MY PH SG TH TW US VN
somewhat
Posts or reposts by
influencers or
celebrities on social
media 24% 20% 31% 27% 18% 31% 30% 32% 30% 20% 27% 24% 26%

13,000 Rakuten Insight Panelists Polled

 Consumer Behaviour

Increase in online shopping across all markets In India, consumers are tending towards supporting their
but especially in China & India, indicating huge local communities by shopping more frequently at local
potential for online retailers in those markets stores, mom and pop stores

As might be expected, lower emphasis on spending on

Decrease in visits to department stores / luxury items especially in China & Hong Kong as
shopping malls indicating that consumers are consumers avoid excessive spending in uncertain
seeking to avoid potentially crowded places economic conditions

More emphasis placed on core product attributes such as

Consumers everywhere increase frequency of
quality, durability & price when choosing products to
supermarket shopping to ensure their homes
purchase. More developed markets like Japan, Korea & US
are well stocked
expecting less impact in terms of these hygiene factors
 Change in shopping frequency at Online Shopping Sites
Net 33% 52% 34% 50% 40% 18% 32% 39% 41% 33% 44% 58% 40%
increase

17% 21%
26% 23% 24% 24%
29% 28% 28% 27%
34%
45% 44%

47% 32%
44% 45%
44% 37% 40%
47% 30% 43%
45%

34%
41% 23%
18% 19%
24% 19% 18% 22% 19%
17%
16% 17%
15% 14%
8% 14% 8% 8%
7% 9% 10% 10% 8%
6% 6%
6% 6% 7% 8% 6%
3% 4% 4% 5% 6% 3% 3% 2% 5%
1%
JP KR CN TW HK PH TH SG MY ID VN IN US

Increased Increased somewhat Decreased somewhat Decreased I haven’t shopped at this type of location either this year or last year

13,000 Rakuten Insight Panelists Polled

 Change in shopping frequency at Department Stores/Shopping Malls
Net
-47% -54% -21% -51% -53% -7% -22% -39% -17% -43% -16% 28% -34%
increase

2% 2% 4% 4% 7% 10% 10%
15% 15% 16% 13%
15% 16% 16% 23%
19% 29%
23% 17% 18%
23% 22% 28%
31%
39% 38%
39% 34%
43% 34% 36%
39%
28% 45%
32%

33% 41%

25% 27%
34% 32% 25% 26%
27% 33% 32% 31%
24%
20% 17%
18% 14% 10%
10% 9% 11%
3% 2% 1% 2% 2% 1% 3% 2% 2%
JP KR CN TW HK PH TH SG MY ID VN IN US

Increased Increased somewhat Decreased somewhat Decreased I haven’t shopped at this type of location either this year or last year

13,000 Rakuten Insight Panelists Polled

 Change in shopping frequency at Supermarkets
Net
25% -10% -4% -1% 43% 46% 0% 31% 22% -12% 34% 26% 16%
increase

10% 7% 8%
13% 12% 14%
17% 17% 17% 16%
26% 24%
31%

37% 31%
41%
36% 32%
51% 43%
52% 45%
55% 38%
41%
42%

27% 36%
39% 34%
31%
29%
30% 28% 26%
26% 21%
21% 21%
22% 19%
15% 15% 16%
6% 12% 10% 12%
8% 8% 11%
3% 6%
2% 1% 2% 0% 0% 1% 1% 1% 1% 1% 3% 2%
JP KR CN TW HK PH TH SG MY ID VN IN US

Increased Increased somewhat Decreased somewhat Decreased I haven’t shopped at this type of location either this year or last year

13,000 Rakuten Insight Panelists Polled

 Change in shopping frequency at Local stores, mom and pop stores
Net
-49% -54% -40% -23% -48% -5% -16% -35% -14% 6% -2% 16% -16%
increase

1% 3% 3% 4%
7% 8% 8% 9% 8%
12% 13% 13% 13%
17% 21%
21% 23%
19% 23%
28%
33% 31%
32% 27%
39% 35%
35%
44%
38% 29%
48% 44%
24%
40% 32%
38%
34%
34% 37%
29% 18%

30% 18%
29%
35% 24%
19% 24% 15% 16%
11% 22%
12% 13%
8% 11%
7% 5% 6% 4% 5% 6% 6%
2% 2%
JP KR CN TW HK PH TH SG MY ID VN IN US

Increased Increased somewhat Decreased somewhat Decreased I haven’t shopped at this type of location either this year or last year

13,000 Rakuten Insight Panelists Polled

 Change in shopping frequency at Drugstores
Net
20% 3% 7% -34% 9% -7% 39% -28% -14% 5% -3% 9% -19%
increase

4% 5% 7% 8%
11% 11% 9% 12% 12%
15% 14% 17%
22%
24%
26%
27%
32%
39% 33% 36%
44% 38%
47% 36% 36%

47%
40%
44% 36%
31% 38%
33% 30% 33% 38%
32% 30%
31%
22% 23% 18%
15% 15%
14% 21%
14% 12% 11%
7% 14% 13%
10% 7% 9% 8% 11%
5% 3% 5% 4% 3% 2% 6%
1% 2%
JP KR CN TW HK PH TH SG MY ID VN IN US

Increased Increased somewhat Decreased somewhat Decreased I haven’t shopped at this type of location either this year or last year

13,000 Rakuten Insight Panelists Polled

 Change in shopping frequency at Convenience Stores
Net
-20% -10% -3% 0% -11% 15% 25% -22% -2% -8% 29% 18% -26%
increase

7% 8% 6% 6% 6%
14% 11% 11% 10%
20% 19% 17%
26%
22%
30% 30%
35% 37%
37% 35%
33% 39%
37% 40%
45%
36% 34%

39% 43%
36% 33% 38% 37%
36% 38%
30% 29% 20%
24% 25%

18% 15%
17% 17% 16%
14% 12% 16% 10% 18%
12% 13% 10%
6% 4% 3% 4% 6% 2% 2% 2% 4%
1% 1% 1%
JP KR CN TW HK PH TH SG MY ID VN IN US

Increased Increased somewhat Decreased somewhat Decreased I haven’t shopped at this type of location either this year or last year

13,000 Rakuten Insight Panelists Polled

 Change in shopping frequency at Food Delivery Services
Net
-21% 12% 24% 27% 44% 17% 34% 24% 27% 20% 30% 41% 11%
increase

2%
11% 15% 16% 15% 14%
23% 21% 20% 18% 22%
27% 24%
36%
21% 22%

38% 32% 38%

32% 36%
13% 34% 34%
31% 36% 15%
47%
31%
14% 10%

7% 22% 13% 21% 18%

28% 21% 23% 19%
54% 16%
17% 11% 8% 9%
13% 40%
12% 31% 13% 11%
13% 7% 10%
19% 18% 19%
10% 8% 13% 8% 11%
7% 8%

JP KR CN TW HK PH TH SG MY ID VN IN US

Increased Increased somewhat Decreased somewhat Decreased I haven’t shopped at this type of location either this year or last year

13,000 Rakuten Insight Panelists Polled

 Compared to last year, has the emphasis you place on the following items when
choosing products to purchase changed?

Quality Durability Functionality Discounts Sense of luxury

CN 81% CN 77% CN 75% CN 75% CN 25%

HK 61% HK 61% HK 60% HK 60% HK 32%

ID 80% ID 77% ID 77% ID 77% ID 15%

IN 78% IN 77% IN 74% IN 74% IN 11%

JP 35% JP 33% JP 34% JP 34% JP 12%

KR 55% KR 53% KR 54% KR 54% KR 15%

MY 73% MY 72% MY 70% MY 70% MY 18%

PH 73% PH 74% PH 73% PH 73% PH 15%

SG 56% SG 55% SG 52% SG 52% SG 16%

TH 82% TH 80% TH 81% TH 81% TH 14%

TW 58% TW 56% TW 55% TW 55% TW 10%

US 43% US 43% US 41% US 41% US 13%

VN 73% VN 69% VN 66% VN 66% VN 9%

more/somewhat more emphasis somewhat less/less emphasis

 Perceptions on Coronavirus impact

Uncertainty on the future and limitations on activities is leading to

Consistently high concern about contracting the
more stress, especially in Japan, Korea & the Philippines. In
coronavirus across all markets, especially in SEA &
Japan, culturally many want to feel secure about what will
Japan
happen to be able to act appropriately without causing offence

Japan, for many cultural reasons, struggle more

with the transition to working from home (20% Consistently across our markets, people believe the
compared to 80% in India or Malaysia). Taiwan corona virus will impact the way we will work in the future which
appear to rely on wearing masks (72%) when could be a positive amongst the gloomy economic forecasts
continuing to work at the office

The increase in working from home leads to more Most markets believe there will be more working from home in the
time spent at home with the family across all future which will increase family bonds. Lower confidence in
markets. Even in JP, where traditionally male Japan, Korea, Hong Kong & Taiwan that family bonds will improve
workers do not spend so much time at home as a result of telecommuting
 Concern about contracting the novel coronavirus
Consistently high concern about contracting the coronavirus across all markets, especially in SEA & Japan

CN 30% 46% 22% 2%

HK 28% 48% 23% 1%

ID 47% 42% 10% 1% How do you feel about the

risk of contracting the
IN 55% 34% 8% 3%
novel coronavirus?
JP 59% 34% 6% 1%

KR 42% 47%
I am very worried
10% 1%
I am somewhat worried
MY 56% 37% 5% 2%
I am not very worried
PH 67% 27% 5% 1%
I am not at all worried
SG 34% 53% 11% 2%

TH 47% 46% 6% 1%

TW 45% 48% 6% 1%

US 36% 45% 15% 5%

VN 55% 35% 9% 1%

13,000 Rakuten Insight Panelists Polled

 Coronavirus countermeasures effect on Work Habits
Japan, for many cultural reasons, struggle more with the transition to working from home (20% compared to 80% in India or
Malaysia). Taiwan appear to rely on wearing masks (71%) when continuing to work at the office

9,731 Rakuten Insight Panelists Polled

 Coronavirus countermeasures effect on Day to Day Life (1)
The increase in working from home leads to more time spent at home with the family across all markets. Even in JP, where
traditionally male workers do not spend so much time at home during the week

13,000 Rakuten Insight Panelists Polled

 Coronavirus countermeasures effect on Day to Day Life (2)
Uncertainty on the future and limitations on activities is leading to more stress, especially in Japan, Korea & the Philippines. In
Japan, culturally many want to feel secure about what will happen in order to act appropriately and not cause any offence

13,000 Rakuten Insight Panelists Polled

 How do you think the world will change as a result
of the novel coronavirus? (1)
People will become
Environmental The public order more interested in
The economy will pollution will The way people work
get worse will worsen politics and the will change
improve economy

CN 76% CN 61% CN 26% CN 82% CN 85%

HK 88% HK 58% HK 48% HK 64% HK 77%

ID 77% ID 86% ID 42% ID 46% ID 86%

IN 85% IN 80% IN 55% IN 54% IN 85%

JP 85% JP 26% JP 40% JP 59% JP 73%

KR 81% KR 24% KR 21% KR 59% KR 69%

MY 84% MY 79% MY 47% MY 52% MY 90%

PH 75% PH 78% PH 49% PH 61% PH 92%

SG 86% SG 68% SG 46% SG 53% SG 85%

TH 91% TH 72% TH 54% TH 72% TH 91%

TW 90% TW 67% TW 40% TW 64% TW 85%

US 73% US 60% US 48% US 49% US 78%

VN 67% VN 76% VN 34% VN 77% VN 89%

I strongly agree/I agree

 How do you think the world will change as a result
of the novel coronavirus? (2)
More people will start People’s ties to More people will move
telecommuting to VR technology will Family bonds will their communities out into the suburbs or
work or taking online advance grow stronger will grow stronger the countryside
classes

CN 90% CN 64% CN 78% CN 69% CN 38%

HK 77% HK 45% HK 51% HK 43% HK 24%

ID 87% ID 61% ID 86% ID 67% ID 48%

IN 80% IN 69% IN 84% IN 72% IN 51%

JP 77% JP 28% JP 38% JP 19% JP 23%

KR 78% KR 47% KR 47% KR 34% KR 24%

MY 85% MY 65% MY 81% MY 64% MY 35%

PH 88% PH 64% PH 92% PH 77% PH 48%

SG 85% SG 61% SG 67% SG 58% SG 31%

TH 91% TH 75% TH 76% TH 56% TH 64%

TW 87% TW 66% TW 47% TW 46% TW 39%

US 76% US 51% US 70% US 56% US 35%

VN 90% VN 70% VN 81% VN 63% VN 49%

13,000 Rakuten Insight Panelists Polled I strongly agree/I agree

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