Page 152 - Proceeding of Atrans Young Researcher's Forum 2019_Neat

“Transportation for A Better Life:
Smart Mobility for Now and Then”

23 August 2019, Bangkok, Thailand

research topic in a broader way by taking into during commutes using mobile phones currently or
consideration respondents’ representation, views in the future, as compared to generation X and baby
and practices. Our survey aimed to highlight the boomers. (t = 2.30 > 1.96)
structure and the diversity as well the changing
needs of commuters on retails and last mile delivery. To further understand the reasons behind
The qualitative focus group discussion aimed to their decisions, respondents were asked about the
understand end users’ perception to the new concept, factors that motivate them to shop online during
test the viability of the concept and examine commutes, for those who stated that they do, and the
potential opportunities and challenges. factors that hinders them from shopping online
during commutes, for those who stated they do not.
4. Results
4.1 Quantitative Survey For respondents who stated that they shop
A survey was conducted with 71 online during commutes, the main reason is because
respondents in Singapore to get a better they have free time (85.7%), it is convenient (51.4%)
understanding of the current mobility and commerce and because they enjoy browsing products on the
landscape in Singapore. Out of the 71 respondents, train/bus (25.7%). This presents a large opportunity
9.9% are part of the generation Z, 67.6% are for retailers to engage potential customers during
millennials, 21.1% are generation X, and 1.4% are their commutes as consumers have free pockets of
part of the baby boomers generation. As categorized time during their daily commutes which has been
21
by McKinsey&Company , Generation Z refers to large untapped on.
people born from years 1995 to 2010 (ages 9 to 24),
Millennials are born from year 1980 to 1994 (ages
25 to 39), Generation X are born from year 1960 to
1979 (ages 40 to 59) and baby boomers are born
before 1960s (ages 60 and above). 53.5% of
respondents are male while 46.5% are female. In
terms of occupation, 82.9% are employed full-time,
10% are students, 2.9% are homemakers, 2.9% are
self-employed and 1.4% are currently not working.

The survey results showed that the majority,
60.6%, always use their mobile phones during
commutes, 26.8% use it frequently while 12.7% use Fig 1 Reasons for shopping online during commutes
it sometimes. For the 39.5% of respondents who do
not always use their mobile phones during The type of products respondents buy online
commutes, the majority of them, 60.7%, are during commutes were clothing (42.9%), electronics
generation X. The results confirm the prevalence of (34.3%), household items (26.8%), food (28.6%),
mobile phone usage during commutes in Singapore. groceries (22.8%) and vouchers for services (20%).
Although to varying degrees, majority of commuters Respondents who bought clothing during commute
always use their mobile phones during commutes. are made up of 80% of millennials and 20% of
Generation Z. While respondents who bought
When asked if they have bought anything electronics are made up of 75% millennials and 25%
during commutes in Singapore, 49.3% of of generation X, and majority male (91.7 %). Food,
respondents stated that they have while 40.8% stated which includes fast food, restaurant, and hawker
that they have not bought anything but may do so in cooked food, are purchased mainly by millennials,
the future. Only 9.9% stated that they have not which made up 80%, with 10% of generation Z and
bought anything and will never do so in the future. 10% of generation X.
The respondents who will not buy anything during
commutes in the future consists of 100% of all baby For respondents who have bought
boomers respondents, 20% of generation X, 4% of something online, the main thing that will motivate
millennials and 14% of generation Z respondents. them to shop online during commutes more
By doing a t-test, it can be concluded that millennials frequently is promotions (74.3%), followed by e-
and generation Z are more likely to make purchases

127