Digital wallets gained traction in selected markets while spending caution and optimism showed marked variation across the regional respondents.
Based on an Oct 2025 survey of 3,054 consumers across six South-east Asian markets on household spending, digital payments, and price sensitivity*, a market research platform has shared some data findings with the media.
First, 59% of respondents from the Philippines, Indonesia, and Vietnam had indicated their spending levels were higher than that of three earlier moths, with grocery inflation cited as an unavoidable expense by 77% in the Philippines and 83% in Indonesia.
Second, 40% of Singaporeans reporting higher expenditure, compared to the average of 51% of the other respondents reporting with similar trends.
Other findings
Third, 54% of Thailand respondents indicated increased spending despite 56% describing themselves as “cautious”, possibly pointing to elements of contradictory consumer sentiment/behavior. Also:
- E-wallet usage was prominent in two markets: 64% of Filipino respondents and 57% of Indonesia respondents indicated prefer digital wallets for routine transactions, interpreted as a sign of a “stressed digital economy” characterized by higher reported spending increases despite financial pressures; significant reliance on digital payment methods like e-wallets for routine transactions; and a high level of grocery inflation impact
- In Thailand data, cash and e-wallet usage were similar at 39% each
- 20% of Malaysia respondents indicated the spending caution, and 28% indicated spending optimism — highest in the survey.
According to Juda Kanaprach, co-founder and Chief Commercial Officer, Milieu Insight, the firm that commissioned the survey, different levels of financial pressure and sentiment are shaping the way consumers react to economic pressures and reliefs. “A single regional playbook is ineffective, businesses must understand the specific financial and emotional contexts driving decision-making in each market,” Kanaprach noted.
*The survey data for Singapore, Malaysia, Thailand, Philippines, Indonesia, and Vietnam captured current spending versus three months prior; grocery and household budget composition; payment behavior patterns; discount sensitivity; shopping triggers; and consumer sentiment. No other detailed methodological data were supplied.
