Mobile dominates the hearts and minds of digital shoppers in Asia-Pacific who follow brands on social media. In virtually every country in the region studied by Waggener Edstrom in 2013, digital shoppers were most likely to follow mobile device brands. Only in Australia and Japan did shoppers find other brands more appealing on social services.
In India, Indonesia and Vietnam—countries with less developed internet markets and therefore digital populations more likely to access the web solely via mobile—more than nine in 10 respondents said they followed mobile device brands. Over eight in 10 did so in China, Hong Kong and the Philippines, with high levels also reported by respondents in Singapore and South Korea.