Rising generousity trend in Asia Pacific

As economies in the region begin to pick up, more consumers are feeling a tug at their heartstrings and loosening their purse strings, according to the latest survey by MasterCard Worldwide. Some 55% of consumers surveyed across Asia Pacific, Middle East and Africa, are planning to make a charitable donation in the next six months, up from 53% at the end of last year and 50% in mid 2009.

These were the findings from a bi-annual MasterCard consumer survey conducted between March and April 2010. A total of 10,920 consumers in 24 markets were surveyed on their plans to make a charitable donation in the following six months. The survey and its results do not represent MasterCard financial results.

While across the region, one in two respondents plan to donate in the six months ahead, older and married consumers appear to be leading the pack. The survey found that 58% of consumers above 45 years old and 57% of married consumers in the region have plans to contribute towards a charitable cause in the six months ahead. This is compared with 55% of consumers aged between 30-44 years and 51% of consumers between the ages of 18-29 years. Similarly 50% of single and divorced or widowed consumers are also looking to donate in the next 6 months. Also, slightly more female (56%) consumers in the region are planning to make donations than male (54%) consumers.

Consumers aged 45 years and above from Nigeria (81%), Egypt (80%), UAE (73%) and Vietnam (66%) deserve special mention as they appear to be the most generous in terms of planning donations for the coming 6 months. Not to be left out, younger consumers within the age bracket of 18-29 years from Egypt (78%) and Nigeria (77%) are also on the lookout for a good cause to contribute to.

Looking across Asia Pacific, Middle East and Africa, consumers in Nigeria (81%), Egypt (79%) and Kuwait (76%) are leading the generosity trend with the highest proportion of consumers planning to make donations. Japan is on the opposite end of the spectrum with only 12% of Japanese consumers planning to make donations in the next six months.

The majority of consumers across the 24 markets surveyed plan to donate 1-2% of next year’s annual salary. However, Kenya (52%) has the highest proportion of consumers planning to donate more than 5% of next year’s annual salary.

Market Highlights (Asia):

China

• More Chinese consumers (46%) are opening their purses to donate in the next six months, up from the 43% six months ago.
• Consumers in Shanghai appear to be the most generous with 59% of them planning to donate in the next six months. This is compared to consumers in Beijing (45%), Guangzhou (43%) and Wuhan (36%).
• The majority of Chinese consumers (46%) who plan to donate are looking to give between 1-2% of their annual income. 8% of consumers planning to donate are looking to give more than 5% of their annual income.
• Overall, more Chinese men (47%) compared with women (44%) are planning to make donations.
• In China, younger consumers aged between 18-29 years appear to be slightly more generous with 47% of them looking to make donations. This is compared with 45% of consumers between the ages of 30-44 years and 45 years and above who are looking to donate to a worthy cause.

Hong Kong

• The same proportion of consumers in Hong Kong (66 %) are willing to donate to a charitable cause in the next six months compared to six months ago (66%).
• The majority of consumers in Hong Kong (33%) who plan to donate are looking to give 1%-2% of their annual income. 11% of consumers planning to donate are looking to give more than 5% of their annual income.
• In Hong Kong, more female respondents (69%) than male respondents (63%) are willing to donate.
• Consumers aged between 30-44 years old appear to be the most generous, with 75% of them looking to make donations. This is compared with consumers aged 45 years and above (63%) followed by those aged between 18-29 years (58%).

India

• More Indian consumers (58%) are inclined to donate in the next six months, up from the 37% six months ago.
• Consumers in Bangalore appear to be the most generous with 75% of them planning to donate in the next six months. This is compared to consumers in Mumbai (39%), New Delhi (61%) and Chennai (56%).
• The majority of Indian consumers (48%) who plan to donate are looking to give between 1-2% of their annual income. Only 2% of consumers planning to donate are looking to give more than 5% of their annual income, down from 5% six months ago.
• In India, more female respondents (62%) than male respondents (54%) are willing to donate.
• Consumers between the ages of 30-44 years are the most generous, with 59% of them planning to make donations. This is compared with consumers aged 18-29 (58%) and 45 years and above (58 %).

Indonesia

• Fewer Indonesian consumers are planning to donate in the next six months. 65% of Indonesian consumers plan to make a charitable contribution in the next six months, down from 71% six months ago.
• However, Indonesia still ranks as one of the most charitable markets with a large majority (65%) of people looking to make donations.
• The majority of Indonesian consumers (50%) who plan to donate are looking to give between 1-2% of their annual income. 6% of consumers planning to donate are looking to give more than 5% of their annual income.
• In Indonesia, more male respondents (68%) than female respondents (62%) are willing to donate.
• Consumers between the ages of 30-44 years are the most generous, with 69% of them planning to make donations in the coming six months. The second most generous age group is 45 years and above with 67% of them planning to make donations compared to consumers aged 18-29 years (59%).

Japan

• Fewer Japanese consumers are opening their purses to donate in the next six months. 12% of Japanese consumers plan to make a charitable contribution in the next six months, down from 14% six months ago.
• Consumers in Tokyo appear to be the most generous with 14% of them planning to donate in the next six months. This is compared to consumers in Osaka (9%).
• Japan ranks as one of the least charitable markets with only 12% of people looking to make donations, 41% less than Asia/Pacific’s average.
• The majority of Japanese consumers (40%) who plan to donate are looking to give less than 1% of their annual income. 8% of consumers planning to donate are looking to give more than 5% of their annual income.
• Both male (13%) and female (12%) Japanese consumers are equally likely to donate to a charitable cause.
• Consumers aged between 30-44 years are the most generous, with 14% of them planning to make donations. This is compared to consumers aged 18-29 (10%) and above 45 years (13%).

Korea

• Fewer Korean consumers are planning donations to charity in the next six months. 47% of Korean consumers plan to make a charitable contribution in the next six months compared to 49% from six months ago.
• Consumers in Seoul appear to be the most generous with 49% of them planning to donate in the next six months. This is compared to consumers in Pusan (40%).
• The majority of Korean consumers (33%) are planning to give between 1-2% of their annual income. 6% of consumers planning to donate are looking to give more than 5% of their annual income.
• Korean men (48%) and women (45%) are almost equally likely to donate money to a worthy cause.
• Consumers aged above 45 years are the most generous, with 51% of them planning to help the less fortunate. This is as compared to consumers aged 18-29 years (43%) and 30-44 years (46%).

Malaysia

• Fewer Malaysian consumers are planning to make a charitable contribution in the next six months. 61% of Malaysian consumers plan to make a charitable contribution in the next six months, down from 65% six months ago.
• The majority of Malaysian consumers (28%) who plan to donate are looking to give between 1-2% of their annual income. 21% of consumers planning to donate are looking to give more than 5% of their annual income, up from the 4% six months ago.
• A larger percentage of female consumers (69%) than male consumers (53%) are likely to donate to a worthy cause.
• In terms of age groups, those aged 30-44 years (64%) are the most generous, followed by consumers aged 18-29 years (60%) and 45 years and above (57%).
• Interestingly, a lower proportion of the affluent consumers in the top 20% (56%) are planning to make a charitable contribution in the next six months, compared to consumers in the remaining 80% (64%).

Philippines

• Fewer Filipino consumers are opening their purses to donate in the next six months. 62% of Filipino consumers plan to make a charitable contribution in the next six months, down from 73% six months ago.
• The majority of Filipino consumers (31%) who plan to donate are looking to give between 2%-5% or more than 5% of their annual income. This is up 26% from the 5% of consumers planning to donate more than 5% six months ago.
• Unlike most of the other markets, the younger Filipinos appear to be more generous, with 66% of those aged 18-29 years looking to donate in the next six months. This is compared with consumers aged 30-44 years (59%), and45 years and above (60%).
• Interestingly, a lower proportion of the affluent consumers in the top 20% (55%) are planning to make a charitable contribution in the next six months, compared to consumers in the remaining 80% (63%).

Singapore

• More Singaporean consumers (57%) are favourably disposed to making a charitable donation in the next six months compared to six months ago (54 %).
• The majority of Singaporean consumers (35%) who plan to donate are looking to give less than 1% of their annual income. Only 7% of consumers planning to donate are looking to give more than 5% of their annual income.
• In Singapore, males (58%) tend to be more willing to give than their female (56%) counterparts.
• Consumers aged 30-44 years appear to be the most generous, with 60% of them planning to make donations. This is followed closely by consumers aged 45 years and above (59%) and consumers aged 18-29 years (53%).

Taiwan

• More Taiwanese consumers (53%) plan to make a charitable contribution in the next six months compared to six months ago (54%).
• The majority of Taiwanese consumers (31%) who plan to donate are looking to give between 1-2% of their annual income. 10% of consumers planning to donate are looking to give more than 5% of their annual income.
• Taiwanese females (58%) appear to be more willing to donate as compared to Taiwanese males (49%).
• In terms of age groups, those aged 30-44 years (61%) are the most generous, followed by consumers above 45 years (54%) and between18-29 years (44%).

Thailand

• More Thai consumers are opening their purses to donate in the next six months. 51% of Thai consumers plan to make a charitable contribution in the next six months compared, down from 48% six months ago.
• The majority of Thai consumers (35%) who plan to donate are looking to give between 1-2% of their annual income. 18% of consumers planning to donate are looking to give more than 5% of their annual income.
• In Thailand, 56% of female consumers and 46% of male consumers are looking to make donations.
• Older consumers appeared to be more generous than their younger counterparts. 59% of consumers aged 45 years and above plan to make donations, compared to 41% of consumers aged between 18-29 years and 52% of consumers aged between 30-44 years.

Vietnam

• Fewer Vietnamese consumers (57%) plan to make a charitable contribution in the next six months compared to six months ago (62%).
• The majority of Vietnamese consumers (40%) who plan to donate are looking to give between 1-2% of their annual income. 8% of consumers planning to donate are looking to give more than 5% of their annual income.
• Vietnamese men (57%) and women (58%) are equally likely to donate money to a worthy cause.
• Older Vietnamese consumers are more philanthropic, with consumers aged 45 years and above (66%) being the most generous. This is followed by consumers aged between 18-29 years (54%) and 30-44 years (54%).
• Interestingly, a lower proportion of the affluent consumers in the top 20% (54%) are planning to make a charitable contribution in the next six months, compared to consumers in the remaining 80% (58%).

For the full report, click here.