The smartphone market across Asia keeps expanding — but consumer confidence, spending intent and appetite for change vary sharply by country. We surveyed 5,688 internet users across six markets on four indices: industry direction, consumption, change and government control.
Positive sentiment exceeds 79% in Taiwan, Thailand, Indonesia, Singapore and Malaysia, peaking at 91% in Taiwan. Japan is the outlier: 48% neutral and 42% positive, reflecting a more reserved outlook.
Most markets expect to spend more on smartphones — over 70% positive in Taiwan, Thailand, Indonesia and Malaysia, and 64% in Singapore. Japan is cautious, with a 21% negative rate.
Demand for change reaches 90% in Thailand and Indonesia, and exceeds 85% in Taiwan, Singapore and Malaysia. Japan is more conservative at 43% positive (40% neutral).
Three moves stand out: (1) move fast in high-intent markets like Thailand, Indonesia and Malaysia; (2) invest in innovation and user experience where expectations for change are high; and (3) in cautious markets like Japan, target precisely with differentiated products and personalized marketing.
This article is reproduced in ShareParty Insight’s research hub from our partner research archive. Charts shown are ShareParty renderings of the published figures.
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