Milieu Datasets

As we gear up for 2025, this study dives into how people are planning to live, spend, and stay connected in the year ahead. From where they’re thinking of spending more (or tightening up) to the lifestyle changes they’re excited about and the health goals driving their choices—it’s all here. Social media and other platforms are playing a huge role in shaping what we buy and why, giving us a glimpse into shifting priorities. Plus, with a nod to the hobbies, sports, and pop culture moments that brought us joy in 2024, this study paints a picture of what 2025 might look like for all of us.

As the year winds down, it’s a season of excitement for many—students revel in their winter breaks, while professionals finally cash in on their well-earned leave. This study takes a closer look at how Southeast Asians embrace leisure travel, revealing their favorite destinations, motivations, and travel companions. It also uncovers the behind-the-scenes planning that makes these trips possible, from budgeting strategies to the growing role of travel booking platforms. By examining the factors that shape their travel choices and behaviors, this study paints a vivid picture of how Southeast Asians make the most of their journeys.

Building on last year’s Lunar New Year study, this year we’re diving into how Southeast Asians plan to celebrate and spend for Lunar New Year 2025. Our research explores their spending intentions on essentials like food, entertainment, beauty, and apparel, along with their perspectives on promotions and festive deals. Beyond the spending, this study dives into how these choices reflect personal financial outlooks for the year ahead, offering a heartfelt view of the hopes, habits, and economic moods that make this season so meaningful.

Black Friday has transformed into a global shopping event, and Southeast Asia is no exception. This comprehensive study spans Singapore, Vietnam, the Philippines, Indonesia, Malaysia, and Thailand, offering a deep dive into the region's shopping habits during this major retail moment. Uncover key insights, including participation rates, whether shoppers in Southeast Asia hold off on big-ticket purchases until Black Friday, the types of products in demand, and their go-to shopping platforms. Explore how Southeast Asia is embracing this retail phenomenon, and what trends are shaping consumer behaviour during Black Friday.

The adoption of AI tools among general consumers, as well as marketers and creatives, has seen a significant rise in Southeast Asia. This study is divided into two parts: the first explores the general population's familiarity with AI tools e.g. ChatGPT, DALL-E, and Midjourney, examining their usage patterns, impact on daily productivity, and perceptions of AI's accuracy and reliability. The second part delves deeper into the views of marketers and creative professionals, investigating how AI has influenced their work, from creating digital ads to improving workflow efficiency. Additionally, the study explores broader concerns, such as the rapid pace of AI development and whether professionals believe AI will one day replicate their roles.

The travel perceptions among Southeast Asian tourists considering the United States as a destination has become increasingly complex, with concerns about gun violence and migrant crime emerging as significant factors in their decision-making processes. This comprehensive six-market study, delves into the safety considerations, political influences, and regional preferences that shape the travel choices of 6,000 respondents across Southeast Asia. By exploring crucial aspects such as the impact of gun prevalence on destination appeal, varying perceptions of safety across different states, and the potential influence of the U.S. presidential election on travel inclinations, we aim to provide nuanced insights into how Southeast Asian travelers navigate the evolving sociopolitical landscape of the United States. This research not only examines the broader implications of gun violence concerns but also investigates specific factors such as the allure of perceived safer locations like Disneyland, the impact of recent visits on travelers' perspectives, and the role of media coverage in shaping perceptions of migrant crime.

The concept of "hustle culture" has become increasingly prevalent in Southeast Asia, where individuals often find themselves navigating the delicate balance between personal life and professional aspirations -This sparked a growing interest in understanding the multifaceted impacts of such a lifestyle on both physical and mental well-being. In this comprehensive six-market study, a rerun of research conducted in 2023, we once again delve into the intricate tapestry of work-life dynamics across Southeast Asia. By revisiting crucial aspects such as stress levels, sleeping habits, productivity perceptions, burnout experiences, and overall health, we aim to track changes and provide updated insights into how the region's workforce continues to adapt to the demands of modern work culture.

Electric vehicles (EVs) are gaining popularity as a sustainable transportation option, driven by environmental concerns, technological advancements, and government incentives. To better understand the impact of these factors, we conducted a comprehensive research study targeting EV owners and lessees in Singapore and Thailand. This study aims to gather insights on various aspects of EV ownership, including awareness and influence of government incentives, charging habits, satisfaction with existing infrastructure, and perceived challenges. By examining these factors, we aim to provide valuable data to policymakers, industry stakeholders, and potential EV adopters, informing the ongoing development and enhancement of EV infrastructure and incentive programmes.

This study was conducted not just in honour of Singapore's National Day, but also to understand Singaporeans' perceptions and sentiments regarding their national identity, cultural symbols, leadership confidence, as well as desired qualities for future leaders. Through this study, we explore what it means for Singaporeans to be proud to be Singaporeans.

With the Summer Olympics right around the corner (26th July), we explored the overall intention to engage in this once-every-four-years global event that will be held in Paris, France. This study offers an extensive coverage on what the favourite sports and athletes are, the use of popular platforms that will be used to watch the Summer Olympics on and the general enthusiasm the Summer Olympics of 2024 will be greeted with.

This collaborative study between Milieu Insight and FemTech Association Asia stems from a shared commitment to advancing women's health and promoting technological innovation in the region. By combining strengths, this partnership aims to provide comprehensive insights into the femtech landscape in Southeast Asia, (SEA) informing founders, investors, ecosystem-builders and policymakers to drive positve change and improve healthcare outcomes for women across the region.

As the summer season approaches, Southeast Asia anticipates a surge in domestic travel with the Philippines and Indonesia having the highest interest in traveling domestically. This study offers a comprehensive understanding of Southeast Asian summer travel plans for the year 2024, with the key insights and travel trends highlighted, including preferences of Southeast Asian travelers' when it comes to various factors like travel companions, mode of transportation, vacation activities and more.

Dreams of moving out from family homes are widespread, but how many Southeast Asians actually take that step? Our latest study delves into this question, aiming to uncover who moves out, what motivates them, and what holds others back. We also explore changes in personal habits, challenges faced, societal trends, and the perceived affordability of moving out in Southeast Asia. The insights gleaned from this dataset empower property agents and retail organisations to better understand and cater to their target audience's needs and aspirations.

In conjunction with Mother's Day, this study delves into the challenges faced by working mothers in Southeast Asia. It explores their perspectives on balancing work and family commitments, strategies for meeting expectations, and managing competing demands in both professional and personal realms. The study also examines the availability of childcare options, the effectiveness of maternity leave policies, and how revealing their motherhood impacts their careers. The insights from this dataset are crucial for developing services tailored to working mothers, enhancing employee engagement strategies, and guiding organizations in effectively addressing market needs.

As we step into the second quarter of 2024, we wanted to reflect on the core concerns of our society—issues that resonate deeply with the people. Our recent study offers a comprehensive snapshot of Singaporeans' social concerns in 2023. Through surveys with 1,028 Singaporean individuals aged 16 and above, conducted from February 28th to March 9th, 2024, we found mental health to be a prominent worry, with individuals actively safeguarding their well-being and that of their loved ones. The study also reveals a strong sense of empathy within the community, demonstrated through support for vulnerable groups and efforts to address various social causes, such as environmental sustainability, preservation of local businesses, and more.

In our latest study, we sought out to understand personal wellness and health check-up trends in Singapore. We aimed to uncover the frequency Singaporeans undergo health screenings, whether they actively seek out health screening promotions, and where they typically conduct their health check-ups. Additionally, we shed light on the perceptions of Singaporeans across different age groups regarding their mental and physical health, their allocated budgets for health and wellness, as well as the preventive health and wellness habits they adopt.

Step into the vibrant realm of travel preferences among Southeast Asian adults. In this study, we uncover their upcoming holiday plans, preferred destinations, and the evolving impact of artificial intelligence on their travel escapades. This exploration isn't just about cruising—it's a deep dive into the intricate details, from ideal durations to the factors guiding their choice of cruise packages. Furthermore, we shed light the revolutionary role of generative AI tools, painting a vivid picture of a world where tradition and innovation seamlessly intertwine.

This 6-market study uncovers various aspects of financial behavior and attitudes among Southeast Asians, providing valuable insights into their perceptions of success, saving habits, credit card ownership, payment habits, and more. Additionally, the study explores investment activities, including preferred areas of investment, favored banks or non bank investment platforms, and investment goals. Moreover, it examines confidence levels in seeking professional financial advice and common sources of such advice, as well as the challenges faced in making investment decisions. The report also addresses interest in exploring opportunities in regional markets and comfort levels with financial risks. These findings can inform marketing strategies and product development, enabling brands to identify partnerships, cater to investment preferences, address market gaps, and tailor offerings to match the risk tolerance of Southeast Asian consumers.

Deputy Prime Minister and Finance Minister Lawrence Wong delivered the Budget 2024 Statement in Parliament, where he outlined plans for further cost-of-living relief measures for Singaporeans and detailed steps to implement the objectives laid out in the Forward Singapore roadmap. These objectives include fostering economic growth, creating higher-quality jobs, and enhancing support for families and seniors. In this study, we delve into the sentiments towards Budget 2024. We explore how Singaporeans and residents perceive these new measures and their thoughts on the effectiveness in addressing the rising cost of living. Additionally, we uncover their views on upskilling and whether they've utilised Skillsfuture, as well as their interest in improving expertise in cybersecurity and artificial intelligence (AI).

At the heart of it, cosmetic enhancements strive to enhance our natural features, valuing our uniqueness while offering avenues for self-improvement. Due to advancements in technology, increased affordability, and greater societal acceptance, these enhancements are now more readily available. To gain a comprehensive understanding of the trends and perceptions regarding cosmetic enhancements in Southeast Asia, this study explores the general prevalence, attitudes towards cosmetic enhancements, the impact of budget and "pretty privilege," motivations, and other related aspects.

In a world where self-care has taken centre stage, beauty enthusiasts in Southeast Asia aren't just pursuing the perfect skincare and makeup products; they are delving deeply into the world of ingredient lists, seeking the elusive promise of "Clean Beauty." This emerging trend is characterised by a deep-seated desire for transparency, safety, and eco-friendliness in beauty products. This comprehensive study offers a fascinating glimpse into the preferences and practices of beauty-conscious consumers in this region, from commonly avoided skincare ingredients, views and opinions on clean beauty products, familiarity with clean beauty, factors about clean beauty that Southeast Asians prioritise, and more.

Black Friday has evolved into a global phenomenon, and Southeast Asia is no exception to this retail extravaganza. In this extensive study covering Singapore, Vietnam, the Philippines, Indonesia, Malaysia, and Thailand, we reveal insightful patterns in shopping habits during this significant event. Delving into key findings, we unravel the intricacies of Southeast Asia's Black Friday code, including the participation rate, whether the region wait for Black Friday to purchase big items, the types of items purchased during Black Friday, preferred shopping locations, and more.

As the holiday season approaches, Southeast Asia is already adorned with festive decorations, and the spirit of Christmas is in full swing. Our Christmas study sheds light on the unique ways each country in the region embraces the holiday season, ranging from the budget allocated for presents to the types of gifts they choose to give to their loved ones. Additionally, we delve into their choices of Christmas celebration companions, their plans for the festive season, where they prefer to purchase their gifts, and more.

Amidst the constantly evolving dining landscape of Southeast Asia, a significant paradigm shift is taking place as an increasing number of restaurants adopt digital menus. This study meticulously dissects the crucial trends in digital menus, explores Southeast Asians' preferences for QR code menus, analyses the factors they wish to encounter in QR code menus, and delves into negative experiences faced by individuals in the region, among other aspects. The objective of this study is to provide actionable insights for businesses seeking to navigate this transformative wave in the dining industry.

With the growing recognition and adoption of Telehealth Services, a transformative wave is sweeping through the healthcare landscape in Southeast Asia. In this study, we delve into the opinions of individuals across different age groups in Southeast Asia as we shed light on various aspects, including the factors that the region appreciate or dislike about remote healthcare, their past experiences with it, its availability through their employers, the level of trust placed in it, and more. These valuable insights provide a comprehensive understanding of the region's healthcare landscape, offering a glimpse into the future of healthcare services.

In Singapore, where the vibes are as vibrant as the culture and the food scene is as diverse as it gets, there's an openly embraced affinity for drinking. This study delves into the opinions and behaviours of Singaporean alcohol enthusiasts to gain deeper insights into the nation's love for alcoholic beverages. Additionally, the research analyses crucial aspects of the Singaporean drinking scene, such as the sought-after pub deals, drinking frequency, preferred types of alcohol, and the company chosen for drinks. By exploring these factors, we aim to uncover the subtleties that make Singapore a haven for those seeking the perfect sip.

In this latest study, we explore how Southeast Asians plan to celebrate and spend during Lunar New Year 2024. We uncover their spending intentions on food, entertainment, beauty, and apparel as part of their preparations, as well as their perspectives on promotions and deals during the festive season. This study also analyzes the broader implications of these decisions on their personal economic outlooks as they step into the new year, providing a comprehensive understanding of the economic currents and consumer sentiments that characterize this joyous time of year.

Sleep trackers have gained considerable popularity due to their ability to provide insightful data and analysis regarding one's sleep patterns, reflecting a growing appreciation for the importance of quality sleep in maintaining overall health and well-being, and perhaps a concerning issue of sleep problems linked to other health and wellness issues. In this study, we find out perceptions, adoption rates and motivations for using sleep trackers among Southeast Asian consumers.

This study examines public perception of Twitter in Southeast Asia, including attitudes towards Elon Musk's acquisition of the platform and its use frequency and purposes in the region.

This comprehensive study highlights the preferences and reasons behind the growing popularity of plant-based milk in Southeast Asia

Entrepreneurship has emerged as a prominent avenue for Gen Zs and Millennials to realise their ambitions and redefine success. With a unique blend of digital fluency, a penchant for creativity, and a willingness to take risks, Gen Zs and Millennials are carving their own paths, leveraging technology, and reshaping traditional notions of work and career. In this study, we explore what Southeast Asian Gen Zs and Millennials think about starting their own businesses or side hustles.

The study explores the perceptions and experiences with ChatGPT in Southeast Asia, including their confidence levels and any concerns they may have. It also uncovers whether they plan to use ChatGPT for search purposes.

Social media has played a key role in popularising daily sunscreen usage, and brands are responding by offering a wider range of options to cater to different users. In this study, we find out what users look for in their sunscreens, and the key channels for product discovery.

The popularity of livestream shopping has skyrocketed in recent years, providing a unique and engaging way for consumers to discover and purchase products. Whether it is live product demonstrations, virtual shopping guides, or engaging social media influencer hosts, livestream shopping is changing the way consumers shop and interact with brands in Southeast Asia.

This study delves into understanding the perceptions and behaviors of Muslim consumers in the region, as they prepare for and participate in Ramadan and Hari Raya this year. This dataset uncovers their shopping habits and motivations, as well as their spending intent during this season.

Southeast Asians will soon be kickstarting preparations for 2023’s Chinese New Year. Amidst high inflation and rising prices, how will spending for the festivities be affected?

With Covid-19 restrictions eased all over the world, international travel has been picking up, and Singapore travellers are no exception. In this survey, we find out the travel patterns and preferences among travellers in Singapore.

Virtual try-on technologies are filling the gaps of online shopping by giving shoppers the experience of trying on products without having to be physically present in-store. We find out how receptive consumers in Southeast Asia are towards this technology as more turn towards online shopping.

We examine how popular TikTok is as a search engine when it comes to discovery of products, services, and places to visit. We also look at the type of information consumers look for on TikTok, their purchase behaviour, and attributes that set TikTok apart from traditional search engines. Together, this can help brands gain insights on consumer behaviour, motivations and purchase patterns on TikTok across different markets in Southeast Asia

This study explores the challenges SEA women face in understanding their health, and how they are turning to femtech for answers

With domestic travel still very much prevalent among the Southeast Asian market, this study reveals domestic travel plans for 2022 summer vacation across Philippines, Indonesia, Vietnam, Malaysia, Thailand as COVID-19 restrictions ease.

In this report, we find out consumer behaviours and preferences of make up purchasers across different demographic profiles in Indonesia, also exploring their purchase behaviours from various online and offline brands and retailers.

This study explores opinions of sustainability claims, and how receptive shoppers in Southeast Asia are towards sustainable beauty products as the market of environmentally-conscious shoppers grow within the region.

Meet the dynamic new generation of workplace leaders in Southeast Asia, aged 27 to 42. In this study, we explore the intriguing insights and unique challenges that define the millennial experience in the region. Delving into various aspects, we aim to understand their work experience, career aspirations, alignment with skills, satisfaction levels, views on leadership and intergenerational dynamics, the significance of upskilling, as well as the challenges encountered both within and outside the workplace. Furthermore, we compare the outlook on life between millennials, Gen X, and Gen Z, shedding light on their opinions and concerns in this ever-evolving landscape.

While traditionally viewed with caution and apprehension, there is now a notable normalisation of debt, reflected in the rising popularity of credit cards and buy-now-pay-later (BNPL) payment methods. Many individuals, particularly among younger generations, have embraced the convenience and freedom offered by these financial tools, using them as a means to manage their expenses. However, this changing mindset towards debt raises questions about the potential consequences and long-term financial implications. In this study, we find out what consumer attitudes towards debts, including credit cards and BNPL, and the budgeting measures they take to manage their loans.

This study explores the payment preferences of Singapore travelers when they are abroad. It delves into various aspects such as the commonly used digital multi-currency accounts, perceptions of safety related to digital payments, the frequency of cash and digital payments, and more. By analysing these factors, the study provides valuable insights into the changing landscape of cross-border transactions and the specific preferences of Singapore travelers when it comes to making payments while abroad.

In this study, we explore the ever-evolving food and drink consumption trends in Southeast Asia, shedding light on various aspects of consumer behavior, including grocery shopping habits, frequency and preferences. We also examine dining in/out preferences, and the emergence of meal subscription boxes, reflecting the dynamic market. Furthermore, we delve into the growing importance of food labels and nutritional information as consumers become more health-conscious and environmentally aware. Understanding these core aspects empowers retailers and brands to tailor their offerings, better serving their customers in this ever-changing marketplace.

Getting balanced meals daily is a challenge for many individuals who have to balance between life and work, and some of them are turning to additional support through nutritional supplements to address specific deficiencies and enhance their overall health. Moreover, the increasing understanding that mental well-being is as crucial as physical health has spurred the uptake of supplements designed to bolster cognitive function, reduce stress, and promote emotional balance, among other uses. In this study, we find out how often Southeast Asian consumers take nutritional supplements, and the purposes for doing so - including for physical and mental health purposes.

This comprehensive study explores how the different demographics (Millenials, Gen Z, Gen X) invest and manage their finances, including their confidence in making financial investments, preferred social media platforms for learning about investments, and attitudes towards getting advice on life and health insurance. The study also delves into their current investment products and preferred content type for learning about finances.

A comprehensive study examining the role of TikTok in sales and marketing, exploring marketers' dependency on the platform, profiling its users, and delving into the experiences of TikTok creators. It concludes with predictions for the future of the platform and recommendations for marketers.

In this study, we find out the latest gaming patterns among video gamers in Southeast Asia, and how they go in tandem with gaming content and accessories purchases. We also look at some of the most common channels use to discover games, as well as advertising preferences for businesses to formulate better, data-driven marketing strategies.