APAC shoppers pay more for trusted brands with data privacy

Most shoppers across the Asia-Pacific region are willing to pay more for brands they trust with their personal data, according to research by InMoment. The study, which surveyed over 2,000 consumers across Australia, New Zealand, Singapore, the Philippines, Malaysia, Thailand, and Japan, highlights growing concerns around digital trust and evolving trends in customer experience.

Data trust premium

The findings show that 84 percent of respondents would pay a premium to purchase from brands they believe handle their data safely. Only 15 percent of participants expressed confidence that brands use personal data responsibly, indicating a significant trust deficit in the handling of consumer information.

David Blakers, Managing Director, APAC at InMoment, said, "Brands can no longer treat customer experience as a service function alone. CX is now a core trust-building mechanism. Organisations that fail to operationalise trust risk losing loyalty and long-term growth. This report provides a roadmap for brands to close the trust gap and deliver experiences that inspire confidence and connection."

Loyalty and speed

The report also found that consumers expect rapid follow-up when providing feedback, with 92 percent seeking a response within 24 hours. The demand for quick action and transparent communication is shaping what is now considered effective customer engagement in the region.

Shoppers are looking for brands to blend ease and speed with reliability in the digital environment. Personalised experiences, swift communication, and visible responsiveness are cited as core drivers of satisfaction and repeat business, particularly when data privacy expectations are met.

AI and transparency

As artificial intelligence plays an increasing role in customer engagement, consumers are signalling a preference for transparent use. The report indicates that people want to understand how AI is used and wish to maintain confidence that data is managed ethically and securely. The focus on transparency aligns with consumer calls for greater oversight of how their information is gathered and utilised by brands.

The study's representative sample covered a mix of age, gender, and region, aiming to reflect broader trends in attitudes to data sharing, AI, and loyalty across diverse industry sectors, including retail, financial services, and insurance.

Personalisation and value

Consumers are increasingly seeking meaningful personalisation when dealing with brands. The report highlights that individuals favour experiences tailored to their preferences if clear value is provided and the methods of personalisation are communicated openly.

According to InMoment, balancing digital innovation with human connection remains crucial. Brands are advised to invest in real-time feedback mechanisms and minimise friction at all stages of the customer journey. Demonstrating value and consistently responding to consumer needs are seen as critical steps for maintaining loyalty.

"Putting Human Experience (HX) at the core of your strategy isn't just good practice, it's a competitive advantage. Brands that actively listen, respond with relevance, and operate with transparency will not only earn trust but sustain it in an era defined by choice and control," said Blakers.