Singapore influencer marketing slumps to 28% excitement driver

The figure trails the wider APAC benchmark of 34%.

Singapore shoppers are now prioritising relevance, reliability and experiences that respect their time when choosing retailers, according to a Criteo report.

Whilst most Singaporean brands say their current discovery strategies are effective, however, just 36% agree they contribute to brand growth.

In terms of e-commerce, more than 3 in 5 (63%) say joy matters when they shop online. They are almost as open to finding something new (60%) as they are to sticking to their list (62%).

By what makes them buy, only 28% say influencer content drives brand excitement, below the Asia Pacific average of 34% and well behind India at 54%.

What resonates instead is credibility: 54% cite positive forum reviews as a top driver of excitement, and 51% point to easy access to customer support.

Amongst impulse shoppers, 59% say attractive product design is the top trigger, and only 8% cite peer pressure as a factor, compared to 19% in India.