- January 18, 2022

The four unexpected behavioural trends in Asia-Pacific

Roberta Cavalcante
Roberta Cavalcante
Marketing Manager
Comscore

In this blog post, we consider four unexpected trends that have emerged in the aftermath of the Covid-19 pandemic. The data covers Australia, China, Hong Kong, India, Indonesia, Japan, Malaysia, Singapore, Taiwan, and Vietnam.

Trend 1: Time to read 

The number of unique visitors on book retail sites and apps in many APAC countries, while down in April 2021 compared with April 2020, was significantly higher compared with Jan 2020 – pre-pandemic days. Global players in the book retail space such as Scribd.com and Google Play Books are still prominent. Restrictions of course have not fully been lifted in many countries, as the spectre of Omicron delays the process. Whether the weight of online book retail will remain high once the restrictions are fully lifted remains to be seen. 

Table 1

Books, retail category -  Total Unique Visitors Index
Jan 2020 = base 100
  Jan-2020 Apr-2020 Apr-2021
Australia 100 167 151
China 100 95 69
Hong Kong 100 129 130
India 100 102 87
Indonesia 100 97 53
Japan 100 114 97
Malaysia 100 113 102
Singapore 100 193 154
Taiwan 100 122 76
Vietnam 100 107 103

Source: Comscore MMX Multi-Platform Jan 2020 – April 2021, Australia, China, Hong Kong, India, Indonesia, Japan, Malaysia, Singapore, Taiwan, and Vietnam.

Trend 2: Mindfulness 

In line with the return of interest in reading books, the search about Religion/Spirituality, aligned with the country’s dominant faith, still is a subject of attention: even if the number of unique visitors dropped in April 2021, it remains higher compared with pre-pandemic days (Jan 2020). 

Table 2

Religion/Spirituality category - Total Unique Visitors Index
UV INDEX: Jan 2020 = base 100
  Jan-2020 Apr-2020 Apr-2021
Australia 100 139 103
China 100 92 N/A
Hong Kong 100 128 118
India 100 127 84
Indonesia 100 105 114
Japan 100 60 61
Malaysia 100 120 99
Singapore 100 104 93
Taiwan 100 96 95
Vietnam 100 104 50

Source: Comscore MMX Multi-Platform Jan 2020 – April 2021, Australia, China, Hong Kong, India, Indonesia, Japan, Malaysia, Singapore, Taiwan, and Vietnam

Trend 3: Consumers strive to achieve a healthy mind in a healthy body 

Health and fitness are still a big trend, people’s interest and visits on fitness and diet-related sites or apps increased significantly in April 2021 compared to April 2020. It seems that people kept their weekly exercise routines during the pandemic as a routine activity for life – beyond Covid. Given the scale of the increase, it seems likely that the trend will continue into the near future. 

Table 3

Fitness/Diet - Total Unique Visitors Index
UV INDEX: Jan 2020 = base100
  Jan-2020 Apr-2020 Apr-2021
Australia 100 92 97
China 100 158 277
Hong Kong 100 97 119
India 100 104 107
Indonesia 100 111 117
Japan 100 101 115
Malaysia 100 80 92
Singapore 100 120 112
Taiwan 100 100 105
Vietnam 100 147 62

Source: Comscore MMX Multi-Platform Jan 2020 – April 2021, Australia, China, Hong Kong, India, Indonesia, Japan, Malaysia, Singapore, Taiwan, and Vietnam

Trend 4: The impasse: home sweet home vs. it’s time to “go out” 

In 2020 consumers elsewhere in the world and also in the Asia-Pacific region improved their home or at least showed interest on home improvement and decoration topics. While not as strong as in 2020, the trend shows signs of persistence: as the table below shows, in most countries the number of unique visitors was still higher in April 2021 then in April 2020. 

Table 4

Home/Architecture - Total Unique Visitors Index
UV INDEX: Jan 2020 = base 100
  Jan-2020 Apr-2020 Apr-2021
Australia 100 134 134
China 100 90 49
Hong Kong 100 106 120
India 100 127 102
Indonesia 100 127 122
Japan 100 134 142
Malaysia 100 238 123
Singapore 100 97 120
Taiwan 100 106 87
Vietnam 100 106 122

Source: Comscore MMX Multi-Platform Jan 2020 – April 2021, Australia, China, Hong Kong, India, Indonesia, Japan, Malaysia, Singapore, Taiwan, and Vietnam

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