Today’s consumers are managing their lives through devices and this is making way for new entrants to the market. Ride share and food delivery services are one of these areas appealing to consumers. But with change even amongst these new players, such as Uber in Singapore already happening, Lightspeed wanted to explore the ride share and food delivery apps more closely. Who is using them, which brands are succeeding, why is this and what does this mean for existing and future brands in this space. Explore the findings from our consumer survey.

1. Ride Share and
Food Delivery Apps
The who, what and why
of Asia-Pacific’s mobile
service app users
May Ling Tham
Client Operations Director, South East Asia and
Director of Modern Survey Design, Asia-Pacific
Linh Duc Dao
Project Manager, Client Services, South East Asia

2. 2
Today’s consumers are managing their
lives through devices and this is making
way for new entrants to the market.
But with Uber surprisingly withdrawing
from the Singapore market earlier this
year, we wanted to explore the ride
share and food delivery apps more
closely. Who is using them, which
brands are succeeding, why is this…

3. The Research Study
Lightspeed conducted an online, mobile first survey through their proprietary research panels in 8
Asia-Pacific Markets.
3
Australia China Hong Kong India
Singapore Malaysia Thailand Indonesia
79% 77%
71%
60%
25% 25%
Food
Delivery
Apps
Ride Sharing
Apps
Cashless
Payment
Apps
Grocery
Service
Apps
Bike Sharing
Apps
Car Rental
Apps
Usage of Mobile Service App
Gen Z
18 - 23 yrs old
Millennials
24 – 38 yrs old
Gen X
39 – 54 yrs old
Baby Boomers
55 yrs old & abv
3
20% 30% 30% 20%
Female Male
50% 50%
Sample
Size
N=2400

4. Usage of Mobile Service Apps
Food Delivery Apps are the top most used across the 8 Asian countries. This is followed by Ride Sharing and Cashless Payment Apps. China
has the highest adoption rate across the top 3 most used apps. Bike Sharing services are highly sought after in China where 7 out of 10 use the
Bike Sharing apps. This is a stark contrast compared to the region’s 25% average usage rate. Usage of Cashless payment is higher than average
in China and HK likely driven by the strong presence of WeChat Pay in these markets.
4
Food
Delivery
Ride
Sharing
Cashless
Payment
Grocery
Service
Car Rental
Bike
Sharing
7%
16%
40%
50%
63%
75%
73%
30%
65%
93%
90%
89%
34%
17%
64%
87%
78%
81%
11%
49%
77%
72%
72%
88%
41%
17%
53%
75%
80%
76%
8%
33%
65%
60%
68%
79%
13%
23%
39%
54%
84%
66%
15%
17%
79%
79%
82%
75%
Australia (N=300) China (N=300) Hong Kong (N=300) India (N=300)
Singapore (N=300) Indonesia (N=300) Malaysia (N=300) Thailand (N=300)
Region Total of 8 Asian countries (N=2,400)
25%
25%
60%
71%
77%
79%

5. 5
Ride Share Apps

6. Usage of Mobile Ride Share Apps
Asians have adopted Ride Sharing over the last few years. Close to 8 out of 10 people in the region have used a mobile ride sharing app. Usage
is highest in China, followed by Malaysia, Thailand and Singapore
6
Australia (N=300) China (N=300) Hong Kong (N=300) India (N=300)
Singapore (N=300) Indonesia (N=300) Malaysia (N=300) Thailand (N=300)
63%
90%
78% 72%
77%
Region Total (N=2,400)
80%
68%
84% 82%

7. Top 3 Ride Share App Brands Ever Used
Uber has strong presence in most Asian markets expect China, where it merged with Didi in 2016.
Prior to being acquired by Grab SEA, Uber had high adoption rates coming in top 3 in terms of usage in SEA. The brand however loses to Grab by
a small margin.
7
Australia (N=190) China (N=270) Hong Kong (N=235) India (N=217)
Singapore (N=240) Indonesia (N=204) Malaysia (N=251) Thailand (N=246)
98%
12% 11%
98%
31% 30%
Didi Shenzhou Meituan
77%
49%
33%
Uber HK Taxi Kuaidi
91% 88%
25%
90%
83%
41%
97%
74%
17%
89%
66%
32%
98%
74%
49%

8. Recently Used Ride Share App Brands (In last month)
Post acquisition, Grab continues to hold a strong lead in 4 of the SEA markets. The brand however faces strong competition in Indonesia from
Go-Jek, which is a popular domestic brand that provides a variety of services on top of ride sharing to the local Indonesians.
8
Australia (N=190) China (N=270) Hong Kong (N=235) India (N=217)
Singapore (N=240) Indonesia (N=204) Malaysia (N=251) Thailand (N=246)
82%
5% 5%
94%
21% 17%
Didi Meituan Shenzhou
64%
31% 25%
Uber HK Taxi Kuaidi
73%
66%
4%
74%
66%
14%
94%
9% 6%
85%
20%
11%
92%
23%
6%

9. Out of the last 10 rides…
With the exception of Australia, most Asian countries use Ride Sharing Apps for commuting between home and work. Socializing came up tops for
Australians and is the second top reason for China, Hong Kong, India and Singapore. Apart from commuting for work, Indonesians use Ride
Sharing for running errands.
9
Australia
(N=300)
China
(N=300)
Hong Kong
(N=300)
India
(N=300)
Singapore
(N=300)
Indonesia
(N=300)
Malaysia
(N=300)
Thailand
(N=300)
Commuting between home
and work
1.89 3.10 3.35 3.59 3.65 3.25 2.72 3.76
Going out to socialize 4.33 2.46 2.46 1.92 2.25 1.45 2.13 1.87
Planned special events 2.70 1.71 2.08 1.70 1.64 1.21 2.29 2.42
Running errands / short
trips
1.19 1.84 1.67 1.90 2.07 2.15 2.19 2.05
In a hurry, emergency,
raining etc
0.69 2.17 1.99 0.97 1.84 1.38 1.32 1.56
Going to friends' /
colleagues' / other family
members' houses
1.01 1.36 1.16 1.46 1.31 1.40 1.42 0.94
Other trips 1.35 1.31 1.42 1.00 1.24 1.19 2.11 0.84
Average number of rides via Ride Sharing Apps

10. Usage Frequency of Ride Share Apps
On average, a consumer of ride sharing uses the app 5.63 times a month. With Indonesia having the highest frequency of usage of 8.61 in a
month, this is followed by India, China and Thailand. Interestingly, Hong Kong and Australia usage rates are rather low at about once a week or
less.
10
0%
100%
Less than once a month
Once a month
Twice a month
Three times a month
Once a week
Twice a week
Three or more times a week
Daily
Total Asia Australia China
Hong
Kong
India Singapore Indonesia Malaysia Thailand
N=1,853 N=190 N=270 N=235 N=217 N=240 N=204 N=251 N=246
Mean 5.63 2.60 6.16 3.83 7.21 5.52 8.61 4.98 6.01

11. Monthly Expenditure on Ride Share Apps
Out of the countries surveyed, people in Singapore spent the most at an average of USD 86 per month, followed by the Thais at USD 52 and the
Aussies at USD 44. On the lower spectrum, Indonesians spent about USD17 per month.
11
0% 20% 40% 60% 80% 100%
India (N=217)
Hong Kong
(N=235)
China (N=270)
Australia (N=190)
Low Average Above Avg High
0% 20% 40% 60% 80% 100%
Thailand (N=246)
Malaysia (N=251)
Indonesia (N=204)
Singapore
(N=240)
Low Average Above Avg High
Mean Monthly
Expenditure
AUD 59
(USD 44)
CNY 292
(USD 43)
HKD 289
(USD 37)
INR 2,748
(USD 40)
Mean Monthly
Expenditure
SGD 117
(USD 86)
IDR 248,529
(USD 17)
MYR 110
(USD 27)
THB 1,716
(USD 52)

12. Reasons for Not Using Ride Share Apps
Across Asia, majority of non users are those who have their own vehicle. With the exception of Hong Kong where many feel that there are
cheaper alternatives to Ride Sharing. In Singapore, the ease of alternative cab is a substitute to Ride Sharing.
12
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
I have my own vehicle It is easy to flag a cab off the streets It is more expensive compared to other
available modes of transportation
I do not trust such Apps
Reasons for Not Using the Ride Sharing App
AU (N=110) CN (N=30) HK (N=65) IN (N=83) ID (N=96) MY (N=49) SG (N=60) TH (N=54)

13. Grab Merges with Uber in SEA
13
Source: www.todayonline.com
Source: www.channelnewsasia.com
Source: www.grab.com

14. Were you aware of the news prior to this survey?
14
17%
38%
27%
43%
96%
81%
93%
66%
83%
62%
73%
57%
4%
19%
7%
34%
Australia (N=300) China (N=300) Hong Kong
(N=300)
India (N=300) Singapore (N=300)Indonesia (N=300) Malaysia (N=300) Thailand (N=300)
No
Yes
Understandably, the news of Grab merging with Uber was a huge news in Southeast Asia especially in the home ground of Grab – Singapore.

15. News Sources
The main source of news comes from the media sources, the secondary source came from the official notification of Grab and Uber. Of course
with such high profile merger, the market is a buzz with word of mouth between friends, relatives and the ride sharing drivers.
15
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Heard or Read it in the news Grab / Uber communicated to me
personally
Friends / Relatives told me about it A Grab / Uber driver told me about it
AU (N=50) CN (N=114) HK (N=81) IN (N=130) SG (N=289) ID (N=242) MY (N=279) TH (N=199)

16. Reaction to the News
Generally most people are neutral about the news, however there is significantly more people who feel negative about the news in Singapore,
Malaysia and Thailand.
16
0% 20% 40% 60% 80% 100%
India (N=300)
Hong Kong (N=300)
China (N=300)
Australia (N=300)
1 - Negative 2 3 - Neutral 4 5 - Positive
0% 20% 40% 60% 80% 100%
Thailand (N=300)
Malaysia (N=300)
Indonesia (N=300)
Singapore
(N=300)
1 - Negative 2 3 - Neutral 4 5 - Positive

17. 17
Food Delivery Apps

18. Usage of Food Delivery Apps
Food Delivery Apps are commonly used in Asia, with 8 out of 10 people who have used them at some point. An even larger percentage of close to
90% in China and India have used Food Delivery Apps, followed by Hong Kong and Indonesia.
18
Australia (N=300) China (N=300) Hong Kong (N=300) India (N=300)
Singapore (N=300) Indonesia (N=300) Malaysia (N=300) Thailand (N=300)
75%
89% 81% 88%
76% 79%
66%
75%
79%
Asia (N=2,400)

19. Top 3 Food Delivery Apps Ever Used
Across most countries, food delivery faces strong competition from both regional and local players. International brands such as UberEats and
Deliveroo have mixed level of presence in a handful of these markets. Regional player Food Panda has a good to average presence in 5 of the 8
countries surveyed. Domestic players take lead in the local markets with Menulog in Australia, Meituan in China, Swiggy and Zomato in India, Go-
Jek in Indonesia and Line Man in Thailand.
19
Australia (N=225) China (N=267) Hong Kong (N=242) India (N=265)
Singapore (N=229) Indonesia (N=236) Malaysia (N=199) Thailand (N=226)
58%
51%
32%
82%
67%
46%
Meituan eLeMa baidu food
60%
45%
29%
74% 69%
53%
76% 70% 66%
32%
25%
68%
44% 43%
LINE Man
80%
54%
35%

20. Out of the last 10 orders…
Across the countries, food delivery orders were mainly for family or self consumption. Interestingly, there is a much higher focus on self
consumption in China and Hong Kong likely due to the hectic work lifestyle of these countries.
20
Australia
(N=225)
China
(N=267)
Hong Kong
(N=242)
India
(N=265)
Singapore
(N=229)
Indonesia
(N=236)
Malaysia
(N=199)
Thailand
(N=226)
Order for my family 6.22 3.58 3.65 4.47 5.49 3.72 4.52 3.75
Order for myself 4.74 5.50 4.36 3.74 4.11 4.29 3.99 4.00
Order for my friends or
colleagues
1.18 1.62 2.18 1.78 1.94 1.76 2.28 1.94
Large Order for a personal
event - Parties or Gathering
0.89 1.04 1.76 1.16 1.26 1.10 1.38 1.53
Large Order for work event
- Conferences or Seminar
0.34 1.13 1.46 0.95 0.71 0.90 1.14 1.24
Average number of order via Food Delivery Apps

21. Usage Frequency of Food Delivery Apps
On average, people in Asia use the Food Delivery App about 5.28 times a month, approximately 1-2 times a week. This rate is much higher in
China, Indonesia and India.
21
0%
100%
Less than once a month
Once a month
Twice a month
Three times a month
Once a week
Twice a week
Three or more times a week
Daily
Total Asia Australia China Hong Kong India Singapore Indonesia Malaysia Thailand
N=1,889 N=225 N=267 N=242 N=265 N=229 N=236 N=199 N=265
Mean 5.28 2.99 7.36 3.73 6.35 4.30 7.00 4.49 5.38

22. Monthly Expenditure on Food Delivery Apps
Across the countries, average monthly expenditure on Food Delivery is generally more than Ride Sharing Apps except for Singapore and Malaysia
where the opposite applies. Interestingly, it is the Thais that spend the most in Food Delivery apps followed by Singapore and Australia.
22
0% 20% 40% 60% 80% 100%
India (N=265)
Hong Kong
(N=242)
China (N=267)
Australia (N=225)
Low Average Above Avg High
0% 20% 40% 60% 80% 100%
Thailand (N=226)
Malaysia (N=199)
Indonesia (N=236)
Singapore
(N=229)
Low Average Above Avg High
Mean Monthly
Expenditure
AUD 84
(USD 62)
CNY 355
(USD 52)
HKD 414
(USD 53)
INR 3,241
(USD 47)
Mean Monthly
Expenditure
SGD 96
(USD 70)
IDR 297,457
(USD 21)
MYR 106
(USD 26)
THB 2,352
(USD 71)

23. Reasons for Not Using Food Delivery Apps
Across Asia for those who do not use food delivery apps, most of them prefer home cooked food over Food Delivery options. In Malaysia, with the
abundance of convenient food options, most people prefer to purchase their own food. In Hong Kong and Singapore, where there is the
availability of convenient and low priced street hawker foods, price becomes a barrier. Few have trust issues with Food delivery apps.
23
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
I prefer home cooked food I prefer to buy my own food It is more expensive and I need to pay
extra for delivery
I do not trust such Apps
Reasons for Not Using Food Delivery Apps
AU (N=75) CN (N=33) HK (N=58) IN (N=35) ID (N=64) MY (N=101) SG (N=71) TH (N=74)

24. • China has the highest adoption
rate in 4 out of the 6 Mobile
Service Apps surveyed on (i.e.
Food Delivery, Ride Sharing,
Cashless Payment and Bike
Sharing.)
• Bike Sharing services are highly
sought after in China where 7
out of 10 use the Bike Sharing
apps. This is a stark contrast
compared to the region’s 25%
average usage rate.
China Leads in Mobile Service App Adoption
24
Key
Findings

25. • Many have adopted Ride Sharing over the last few
years. Within the region, usage is highest in
China, followed by Malaysia, Thailand and
Singapore.
• The main usage of Mobile Ride Share Apps for the
region is to commute between home and work,
secondary reasons include to socialize, plan
special events and run errands. The Indonesians
having the highest frequency of usage, this is
followed by India, China and Thailand.
• Over the past 2 years, Uber is slowly exiting the
region with its merger with China Didi in 2016 and
the recent acquisition of Grab SEA in March 2018.
Domestic players such as Didi, Grab and OLA are
seeing high success in their respectively markets.
Domestic Players override Uber’s International Brand
25
Key
Findings

26. • Food Delivery Apps have the highest adoption
rate across all 6 Mobile Service Apps surveyed.
This is led by the China and India consumers
who also happens to have the highest frequency
of usage across the 8 markets.
• While international brands attempt to penetrate
the market, it is the Regional and Domestic
brands that are making headway here. (i.e.
Meituan in China, Food Panda in SEA, Go-Jek
in Indonesia, Swiggy and Zomato in India)
• Across the countries, food delivery orders were
mainly for family or self consumption.
Interestingly, there is a much higher focus on
self consumption in China and Hong Kong likely
due to the hectic work lifestyle of these
countries.
Asians Love Their Food!
26
Key
Findings

27. About Lightspeed
Lightspeed is a leading digital data collection company on a mission to
help clients discover truth through data. Our 700 employees in 14
countries are helping clients find more creative ways of collecting and
connecting data: from search to modern survey, from opt-in panels to
programmatic exchanges and DMPs, from self-reported answers to
appended profiles, from insights to activation. Headquartered in the US,
Lightspeed is part of Kantar, one of the world’s leading data, insight and
consultancy companies.
Get in touch for more information about this or your next research project:
info@lightspeedresearch.com