Key Research Channels for Singaporeans' Purchase Journey.
Key Channels for Product Research among Singaporean Consumers.
Based on research, the data sample contains Singaporeans aged 24-64. It has been found that the main channels in product research are search engine, social media, and consumer reviews among Singaporean consumers.
1. Search Engines
Research via search engines is the most popular method for product research in Singapore, with 52.5% of consumers starting their search using this channel. As of September 2023, Google leads the market with a 95.1% share, making it the most reliable and trusted source for information for consumers.
2. Social Media
Social media is another significant platform for product research, with 38.3% of consumers using this channel. Specifically, 14.9% turn to Facebook Marketplace, while 7.2% use Instagram Shopping. Consumers leverage social media not only to connect with family and friends but also to explore and research products
3. Consumer Reviews
Reviews on social networks are also crucial for product research, with 37.1% of consumers relying on them. Consumers build trust and confidence on the products through this channel.
Actionable Insights for Businesses
Businesses need to understand and optimize the purchase journey in order to be ahead in the market. Since consumers interact with brands through various channels, it is important for businesses to refine strategies for search engines, social media, and review management.
1. Optimize the Search Engines
Businesses should focus on building a strong website presence to optimize search engine results. A landing page is a dedicated web page designed for visitors to take specific actions, like signing up or purchasing products. A well-crafted landing page includes a clear headline, concise message, and a strong call-to-action. SEO (Search Engine Optimization) helps consumers find these pages by incorporating relevant keywords, while regular updates boost organic search rankings. Together, these practices enhance visibility and trust, driving more engagement and conversions for businesses among consumers.
2. Build a Strong Social Media Presence
To maximize engagement with Singaporean consumers, 38.3% of whom rely on social network reviews during their purchase journey, businesses should cater their social media strategies accordingly. On Facebook, regular content updates keep the audience engaged. For Instagram, it's crucial to use high-quality visuals and videos that align with your brand identity. On TikTok, creating short, entertaining videos that highlight your products or services can be particularly effective. These strategies will help businesses build a strong social media presence and foster consumer trust.
3. Monitor and Manage Reviews
Statically, 37.1% of consumers depend on social network reviews during the purchase journey. Businesses could encourage reviews from consumers to manage reviews effectively. This could be done by asking happy consumers to leave reviews by sending follow-up emails, surveys after purchases, or offering incentives. This will help boost the business brand’s reputation and attract more consumers.
Conclusion
To stay competitive in the market, businesses should focus on three main areas: search engines, social media, and customer reviews. By improving SEO, being active on platforms like Facebook and Instagram, and managing reviews effectively, you can better connect with customers and drive growth. For expert help with these strategies, contact us to discover how we can enhance your digital presence and boost your business success.
