November 01, 2011
Kuala Lumpur, 1 November 2011: Consumers across Asia/Pacific continue to plan to eat out and have a good time despite the global economic uncertainty. According to the results of the latest MasterCard Survey on Consumer Purchasing Priorities – Dining and Entertainment, nearly 80% of respondents among the Asia/Pacific markets surveyed want to spend more than or the same amount of time on dining out and leisure activities in the coming months as they are currently doing.
Quick serve/fast-food restaurants (71%), mid-range family restaurants and cafés (68%), and food courts (66%) came up as the most popular dining outlets visited by respondents across Asia/Pacific in the past six months. In terms of the frequency of visit, though, the most favored were food courts, seeing an average of six visits a month by those respondents across Asia/Pacific who had visited a food court in the last six months. Topping the list were the Singaporean (16 times a month), Malaysian and Hong Kong (9 times each) and China (8 times) respondents. Next on the list was the quick-serve/fast-food restaurants category, led by Hong Kong (10 times a month) and China (9 times).
In terms of the amount spent on eating out each month, the most lavish spenders in Asia/Pacific would be the Japanese (USD213 a month), Singaporeans (USD212) and Hong Kong consumers (USD195). On the other hand of the spectrum were the respondents from India and Indonesia – less than USD40 a month – a reflection of their relatively low average monthly income compared to the other markets surveyed.
Malaysians most frequently visited food courts and quick serve/fast-food restaurants—73% of respondents said to have visited a food court at least 9 times in the past six months, while 65% had dined at quick serve/fast food restaurants at least 4 times. The remaining respondents opted for fine dining within hotels (17%), fine dining standalone restaurants (17%) as well as pubs/bars (12%). Nine percent of the respondents said they plan to eat out more in the coming months than in the past six months. The survey results also revealed that Malaysian respondents spent an average of US$120 on eating out every month.
It appears that catching a movie is the most preferred activity for most respondents after a good meal: cinemas were the top entertainment outlet visited in the last six months for 12 of the 14 markets surveyed, led by Australia and Singapore (75%) and South Korea (74%). Amusement and theme parks came in second, especially preferred by the Indonesia (65%) and Hong Kong (59%) respondents. Karaoke lounges and KTV seem to be popular with the China (50%), Hong Kong (43%) and Taiwan (44%) respondents.
For Malaysian respondents, going to the cinema is by far the most popular choice for entertainment, with 45% of the respondents visiting the cinema twice per month on an average. Other options respondents looked to go for entertainment were amusement/theme park (15%) and karaoke lounge/KTV (16%), with an average of two and three visits per month respectively. Looking ahead, Malaysian respondents (38%) picked cinemas as the key entertainment outlet of choice.
The pattern remains more or less unchanged when respondents were asked about their intention to visit these entertainment outlets in the near future, with cinemas and amusements parks taking the lead as popular venues. Interestingly, however, more respondents across all markets surveyed intend to visit gyms and health clubs in the next few months, led by Thailand, where 44% intend to visit in the months ahead compared to 26% who went in the last six months, and the Philippines (from 20% to 32%). Also, in 9 of the 14 markets surveyed, consumers want to cut down on their visits to pubs and nightclubs, especially in South Korea (from 46% to 32%) and Japan (from 46% to 40%).
In comparison to dining and entertainment activities, what people spend their leisure time on is more varied across the region. Food (cooking or wine) ranks number one for respondents from Australia (61%), Japan (67%), New Zealand (69%), Singapore (68%), South Korea (52%), Taiwan (64%) and Vietnam (50%). Browsing the Internet is preferred by respondents from China (43%), Malaysia (45%), Hong Kong (70%), the Philippines (73%) and Thailand (72%). Indians (68%) love to shop and Indonesians prefer to sweat it out with a sport (35%), while Malaysians (47%) like to curl up with a book and read.
Most markets have nearly 50% of respondents claiming to set aside less than 10% of their personal monthly income for leisure activities. Respondents from Vietnam (51%), Hong Kong (48%) and China (43%) however set aside 11-30% of their monthly income for leisure activities.
Nagesh Devata, vice president, Market Development, Asia/Pacific, Middle East & Africa, MasterCard Worldwide said, “It is interesting to see the resilience of dining out across all the markets surveyed; cooking, and wining and dining even come up as a top-ranked leisure activity for most consumers. What the latest MasterCard survey shows is that despite the current unsettled economic climate, people continue to set aside valuable time and money for their favorite activities, be it dining out, going to the gym or watching a movie.”
The latest survey was conducted from 15 March to 27 April 2011 and involved 10,374 consumers from 14 markets. Data collection was via internet surveys, personal, telephone and Computer Aided Telephone interviews, with the questionnaire translated to the local language wherever appropriate and necessary. The Index and its accompanying reports do not represent MasterCard financial performance.
For the full report, please visit www.masterintelligence.com
The MasterCard Worldwide Index suite in Asia/Pacific, Middle East and Africa includes the long-running MasterCard Worldwide Index of Consumer Confidence, as well as the MasterCard Worldwide Index of Women’s Advancement, Online Shopping, Index of Financial Literacy, and the Index of Global Destination Cities. In addition to the Indices, MasterCard’s research properties also include a range of consumer surveys including Ethical Spending and a series on Consumer Purchasing Priorities (covering Travel, Dining & Entertainment, Education, Money Management, Luxury and General Shopping).
MasterCard also regularly releases Insights reports providing analysis of business dynamics, financial policies and regulatory activities in the Asia/Pacific, Middle East and Africa region. Over 80 Insights reports have been produced since 2004.
MasterCard has also released a series of four books on Asian consumer insights, authored by Dr. Yuwa Hedrick-Wong, Global Economic Advisor for MasterCard Worldwide and published by John Wiley & Sons.
MasterCard (NYSE: MA), www.mastercard.com, is a technology company in the global payments industry. We operate the world’s fastest payments processing network, connecting consumers, financial institutions, merchants, governments and businesses in more than 210 countries and territories. MasterCard’s products and solutions make everyday commerce activities – such as shopping, traveling, running a business and managing finances – easier, more secure and more efficient for everyone. Follow us on Twitter @MasterCardNews, join the discussion on the Cashless Conversations Blog and subscribe for the latest news.
Movies and Eating Out Top Malaysians’ Reasons to Spend: MasterCard Survey
Chart 1: Outlook for dining out in the six months ahead compared to the last six months (as percentage of respondents)
Chart 2: Intention to step up visits to the gym in the six months ahead (as percentage of respondents)
MasterCard and its Suite of Research Properties Asia/Pacific, Middle East & Africa