72% of SEA consumers prefer in-store shopping for mobile upgrades

Half of Grab users plan to upgrade their smartphones in the next 12 months.

In-store shopping remains the top choice for mobile phone upgrades, with 72% of Southeast Asian consumers citing hands-on product trials, instant purchases, and in-store assistance as key purchase drivers, according to a new GrabAds report.

The Southeast Asia Consumer Internet, Mobile, and Digital Lifestyle Insights report found that most consumers still prefer physical stores when buying new smartphones.

Whilst online shopping offers convenience, exclusive deals, and easy comparisons, many buyers prioritise in-person interactions to test devices and get expert guidance before making a decision.

The report also highlighted a strong demand for new technology, with 50% of Grab users planning to upgrade their smartphones in the next 12 months. Many are also eyeing other tech purchases, including home appliances (34%), laptops (30%), and tablets (25%).

The average Grab user operates four connected devices, including smartphones (89%), laptops (72%), and smart TVs (69%). 

Beyond device upgrades, many users are also reconsidering their telco providers. One in four Grab users surveyed said they would switch to providers offering faster mobile data speeds, better stability, and more value-for-money plans. Likewise, 25% of broadband users are open to switching for better service, whilst non-broadband users would consider subscribing if high-speed, reliable connections are available.

Bundled plans are a major draw, with consumers preferring packages that include streaming services (62%), mobile plan discounts (55%), and home devices such as TVs, speakers, and laptops (45%).

One in four Grab users manage mobile plans for their families, including spouses (23%), parents (24%), children (19%), and other relatives (35%), making them key decision-makers for telco providers and device brands. 

Parents of children aged 10 and above are an emerging market for smartphone purchases, with 25% believing ages 10-12 are ideal for a first phone and 21% favoring ages 13-15. Learning and connectivity were cited as top reasons for these purchases, suggesting brands should emphasise educational tools and safety features to appeal to parents.

Grab’s SEA consumers are actively looking for better connectivity, smarter bundles, and faster devices,” said Jennie Johnson, Head of Marketing, GrabAds. “GrabAds enables brands to reach these decision-makers at key moments throughout their daily routines, to stay top-of-mind and influence purchasing decisions in a way that feels relevant and seamless within people’s lives."