December 15th, 2023, Samuel Tan
As we head into 2024, we review our top insights on the tech sector over the past year.
From concerns about data privacy and openness to AI-powered healthcare, online shopping chatbots to using ChatGPT for business, here’s what brands in APAC should know.
Most APAC consumers worry about data privacy – which they consider when purchasing electronics
Close to four in five (78%) APAC consumers say they are concerned about the security and privacy of their personal data, of which almost two in five say they are “very concerned” (39%).
Such worries, while higher among older consumers (86% of Baby Boomers and 83% of Gen X), are cross-generational: over seven in ten younger consumers share the same concern (76% of Millennials and 71% of Gen Z).
Additionally, half of consumers in APAC (51%) say data privacy and security are among the top five factors they consider when purchasing consumer electronics. It is a major consideration especially among the majority of consumers in Indonesia (64%) – where it is the second most evaluated factor after price, and Singapore (52%) – where it is the fourth most evaluated factor after price, ease of use and device features.
Just under half of consumers in Hong Kong (48%), India (48%) and Australia (47%) also say they consider data privacy and security when buying digital devices – where it is the third most evaluated factor – as well as in mainland China (41%) where it is the fourth most evaluated factor.
APAC most open to AI-supported healthcare among global regions
Generative AI is entering the healthcare space. Development of the SecureGPT for Healthcare Professionals – a collaboration between Microsoft and Synapxe which started in mid-2023 – is expected to take over multiple tasks currently performed by healthcare professionals in coming years. These range from administrative tasks like tracking medication changes and usage to dispensing information on care protocols for medical conditions.
Compared to AMERS and EMEA, public willingness in APAC to receive medical services powered by AI and robots is noticeably higher. Over two in five residents in Hong Kong, Indonesia and Singapore are open to having their personal health data analysed by AI, with about a third open to AI tailoring personalised health programs from it.
Hong Kong is most open to AI/robot-supported healthcare, with a relatively higher percentage of residents being open to advanced interventions like robot-assisted surgery and AI-powered illness diagnosis, ahead of Singapore and Indonesia. Residents of Australia, however, are much less amenable: less than a third are willing to receive any kind of health-related service powered by AI and robots.
Two in five Australians say they are likely to use ChatGPT very or quite often
With the arrival of ChatGPT to mobile devices, the ability to quickly find information, create plans and produce content on a wide range of topics – anywhere and anytime – is now available to almost anyone who owns a smartphone.
Almost two in five Australians say they are likely to use ChatGPT very or quite often, as they expect the AI chatbot to be the first or among the first places they would turn to when they need information or want to get a task done. Demographically, Millennials make up almost half (48%) of this group – ahead of Gen X (28%), Gen Z (23%) and Baby Boomers (1%) – while men are almost three times as likely than women to envisage themselves as regular ChatGPT users.
Among Australians who have tried out ChatGPT so far, around seven in ten (69%) have used it for entertainment/fun, compared to close to two-thirds (57%) for educational purposes and half (51%) for business/work. However, in terms of specific tasks that Australians have used ChatGPT for, completing work assignments (such as writing emails) and producing creative work (such as writing stories and social media posts) are the most popular use cases.
Notably, among Australians who have used ChatGPT so far, while about three-quarters of Millennials (77%) and Gen X (75%) say they would purchase a product based on recommendations from ChatGPT, only three-fifths of Gen Z (59%) say they would do so.
Read More: ChatGPT awareness, usage and attitudes in Australia
What proportion of Australians are aware of ChatGPT? How many have used the AI chatbot – and for what purposes? And what do Australians make of ChatGPT – both in respect of what it produces and its impact on the future of work in Australia?
➤ Part 1: Awareness versus Usage of ChatGPT in Australia: how do they vary demographically?
➤ Part 2: Fun, Learning or Work? What are most Australians using or planning to use ChatGPT for?
Most Singaporeans find chatbots useful for online shopping but not personal banking
As conversational AI rapidly develops, more businesses are incorporating the use of chatbots in their online purchase journey.
In Singapore, consumers most appreciate interacting with customer service chatbots when purchasing flight tickets and hotel accommodation online, followed by consumer electronics (such as laptops, TVs, mobile phones), general utilities, as well as financial and investment products.
On the other hand, they find customer service chatbots least helpful when buying cars/vehicles, furniture, video games as well as live entertainment event tickets.
Read More: Singapore consumers find chatbots most useful in buying travel & hotel services online
More than two in five Singapore consumers are also reluctant to interact with a chatbot over a human customer service agent when it comes to personal banking matters – the second highest in APAC, after Australia.
Make smarter business decisions with better intelligence. Understand what your audience is thinking.Get in touch
Research Methodologies: YouGov Surveys: Serviced provides quick survey results from nationally representative or targeted audiences in multiple markets. Learn more about YouGov Surveys: Serviced here.
Cover Photo by KanawatTH