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Southeast Asia to See 310 Million Digital Consumers by End-2020

  • Consumers are going online at a faster-than-expected pace
  • Facebook, Bain report looks at digital consumers, behaviors
The study found that Southeast Asia’s online spending now accounts for 5% of the total retail market, surpassing India’s 4% rate.

The study found that Southeast Asia’s online spending now accounts for 5% of the total retail market, surpassing India’s 4% rate.

Photographer: Wei Leng Tay/Bloomberg

Southeast Asia will be home to 310 million digital consumers by the end of this year, reaching a number previously forecast for 2025, as physical distancing measures imposed during the coronavirus pandemic accelerate the shift toward online spending, according to the latest annual Facebook Inc. and Bain & Co. report.

That means almost 70% of the region’s population that are 15 years old and older will go digital by end-2020, and the average online spending per person will triple from 2019 to $429 in 2025, according to the report released on Thursday. The study surveyed some 16,500 digital consumers in six countries including Indonesia, the Philippines and Vietnam.