Think future-forward

HOW ASEAN LIVES EVOLVE AS TECHNOLOGY GETS SMARTER

How will Assistive Media
change lifestyles?

Once Assistive Media through the IoT start to be used in ASEAN, how will
sei-katsu-sha’s perceptions and behavior change? What will disappear and
what will emerge?

To find out and to verify our hypotheses about the future, we conducted
qualitative (home-visit study) and qualitative research in the six ASEAN
nations: Thailand, Singapore, Malaysia, Indonesia, Vietnam and the
Philippines.

Research outline

Qualitative
research

Home-visit study of early
adopters who have adopted IoT
technology in their lives

Quantitative
research

Web survey to illuminate
perceptions of and attitudes to
the IoT and future technologies

From the quantitative study, a tendency toward high interest in collecting the
latest information can be observed in responses to “I obtain information
before others,” “I like trying new products,” “I know the latest trends in
technology,” etc.

But with many feeling that they use their smartphones too much and around
50% saying “Selecting products is bothersome” and “I feel overwhelmed by
too much information”, etc. “information fatigue” is also visible.


(%) I obtain information before others I always like to try out new products I am very familiar with the latest trends in technology I think I stare at my smartphone screen too much Selecting products is sometimes bothersome Recently I feel overwhelmed by too much information
Six-country average 68 66 59 70 50 48
Singapore 64 61 49 68 59 51
Malaysia 51 53 52 65 43 30
Thailand 71 64 57 68 52 54
Indonesia 71 65 60 74 39 41
Philippines 87 79 73 80 59 65
Vietnam 67 72 61 65 50 45
(%) I obtain information before others I always like to try out new products I am very familiar with the latest trends in technology
Six-country average 68 66 59
Singapore 64 61 49
Malaysia 51 53 52
Thailand 71 64 57
Indonesia 71 65 60
Philippines 87 79 73
Vietnam 67 72 61
(%) I think I stare at my smartphone screen too much Selecting products is sometimes bothersome Recently I feel overwhelmed by too much information
Six-country average 70 50 48
Singapore 68 59 51
Malaysia 65 43 30
Thailand 68 52 54
Indonesia 74 39 41
Philippines 80 59 65
Vietnam 65 50 45

When we asked whether IA is beneficial or a threat, the total score for “Bene-Bene
ficial,” 71%, far exceeded that for “Threat,” 4%, indicating a positive attitude to
AI. By country, the total score for “Beneficial” was relatively lower in Singapore
and Malaysia.

Across the survey, responses from Singapore, in particular, tended to be
more dispassionate in general than those of other countries. A developed
country where technological development is advanced, Singapore seems to
judge AI coolly the same way Japan does.

  • Six-country
    average
  • Singapore
  • Malaysia
  • Thailand
  • Indonesia
  • Philippines
  • Vietnam
  • Beneficial
  • Can’t say either way
  • Threat
  • **“Beneficial” and “Threat” are totals of
    Strongly agree + Agree responses
  • **“Beneficial” and “Threat” are totals of Strongly agree + Agree responses

Source: “Survey of the IoT in Six ASEAN Countries,” Hakuhodo Institute of Life and Living ASEAN

Current actual usage and Intention of using IoT products and services is
about 60%. However, looking at current actual usage, it would be difficult to
characterize IoT as a familiar presence for ASEAN sei-katsu-sha, with scores of
13% for “Voice-operated home appliances,” 9% for “Robot vacuum cleaners,”
and 10% for “Driver assistance systems.”


  • Fitness bands that record behavior
  • Smart security (smart locks, smart keys,
    security cameras, etc.)
  • Voice-operated home appliances
    (refrigerator, etc.)
  • Robot vacuum cleaners
  • Driver assistance systems,
    driverless cars
  • Currently using
    (Six-country average)
  • Intend to use
    (Six-country average)

Source: “Survey of the IoT in Six ASEAN Countries,” Hakuhodo Institute of Life and Living ASEAN

In our qualitative study, we analyzed how early adopters have incorporated
the IoT into their lives, and how their perceptions and behavior has changed.

To verify the presence in ASEAN of Beyond the screen, Me Data and Recom-Recom
mendations based on it, which we have already mentioned as global trends,
we asked respondents about their homes (smart home), cars (smart car) and
shopping (online shopping), categories we thought would readily give an in-in
dication of the current situation today.

Eligibility (Link to page)

  • Beyond the screen
  • Smartphones, smart cars
    Smartphones,
    smart cars
    step4-home-care-img
  • Online shopping

ASEAN sei-katsu-sha and Beyond the screen 1
Smart home
ASEAN sei-katsu-sha and
Beyond the screen 1
Smart home




1




2







3







4

ASEAN sei-katsu-sha and Beyond the screen 2
smart car




1





2




3





4







5

ASEAN sei-katsu-sha + Me Data / Recommendations
Online shopping
ASEAN sei-katsu-sha +
Me Data / Recommendations
Online shopping




1







2




3

Beyond the screen 1

smart home

  • 1From separate management of tasks to centralized operation via smart gadget
  • 2From screen-dependent physical UIs to multi-tasking voice UIs
  • 3From feeling concerned from not being able to check how things are at home
    to peace of mind from being able to check at any time
  • 4From inconvenience and inaccuracy from asking people for help
    to convenience and accuracy of tech-based help

Beyond the screen 2

smart car

  • 1From troublesome tasks before leaving the house to smooth stress-free, departures
  • 2From the need to decide on destination before leaving
    to serendipitous discoveries while on the road
  • 3From wild, dangerous driving to safe driving data serving as an incentive
  • 4From repairing the car once problems arise
    to monitoring the car’s condition to detect problems early
  • 5From frustration in congested traffic
    to enjoyable driving even in congested traffic through connectivity

Me Data
Recommendation

Online
shopping

  • 1From storing information in one’s memory to storing Me Data online
  • 2From general shopping journey (identyfying – screening – finalizing)
  • 3From buying things when you want them to being matched with the best time to buy by AI

ASEAN early adopters of smart home technologies and smart cars are trying to streamline fragmented actions as much as possible, simplify time-consuming and laborious actions, automate annoyances in their lives and make habitual actions enjoyable.
As they start to break free from non-productive actions that take time but need to be done, action that they unconsciously repeat every day (boring routines), will they be more creative and spend more time doing the things they enjoy?


The start of breaking free from actions unconsciously repeated daily that take time but need to be done


Streamline fragmented actions
to break free from
boring routines
  • Separate management of tasks
  • Centralized operation via smart gadget

Automate troublesome actions
to break free from
boring routines
  • Inconvenience and inaccuracy from
    asking people for help
  • The need to repair car
    once problems arise
  • Convenience and accuracy of
    tech-based help
  • Monitoring the car’s condition to detect
    problems early

Simplify time-consuming/laborious
actions to break free from

boring routines
Simplify time-consuming/laborious
actions to break free from
boring routines
  • Screen-dependent physical UIs
  • Troublesome tasks before
    leaving the house
  • Inconvenience and worry from not
    being able to check how things are
    at home
  • Multi-tasking voice UIs
  • Smooth, stress-free departures
  • Peace of mind from being able to
    check at any time

Make habitual actions enjoyable
to break free from
boring routines
  • The need to decide on destination
    before leaving
  • Wild, dangerous driving
  • Frustration in congested traffic
  • Serendipitous discoveries while
    on the road
  • Safe driving data serving as
    an incentive
  • Enjoyable driving even in congested
    traffic through connectivity

We are seeing new types of purchasing behavior amongst ASEAN early adopters of online shoppers. Behavior such as storing Me Data on intended purchases and items of interest, relying on recommendations to be matched with personal preference or sales timing on social media or online shopping platforms. These behaviors cannot be explained using conventional purchasing behavior models (Identifying needs – Screening – Finalizing). We are seeing the advent of new purchasing behaviors.

We refer to these new purchasing behaviors as “Match-Me Journey”


  • Encountering items recommended based on Me Data
    Being matched with products of interest by AI
    Being matched with
    products of interest by AI
  • Not buying the things they want, and waiting for the best offer
    Being matched with the best time to buy by AI
    Being matched with
    the best time to buy by AI

Saving things of interest or items they intend to buy as Me Data

With the adoption of Assistive Media, Me Data including information detected
during the purchasing process, items of interest, searched items, and
intended purchase, is accumulated both proactively and automatically.

Also, by leveraging the stored Me Data, AI automatically matches brands with
sei-katsu-sha and sometimes sei-katsu-sha themselves wait to be matched
with a better time to buy.

Data is accumulated at various points in the existing purchase behavior
model, and at various points this Me Data is leveraged for matching.
The ”Match-Me Journey”, which combines Me Data and Matching, keywords of
this new age, is a purchasing process optimized for each individual.

A new purchasing process
optimized for each individual

In the next chapter, we would like to draw a picture of what ASEAN lifestyles may look like moving forward based on signs of new purchasing behavior that are emerging with Assistive Media.