Singaporean consumers are leading the Asia Pacific & Japan region in digital impatience, according to a new study by Twilio. The research highlights that Singapore’s advanced digital maturity has heightened consumer expectations for swift, human-led digital experiences. The study, titled “Decoding Digital Patience: Are Asia Pacific’s Digital Users Losing Their Cool?”, reveals that 54% of Singapore consumers are less tolerant when interacting with AI, the highest in the region.
The findings indicate a strong preference for human-led support, with 46% of Singaporeans opting to start directly with a human agent, even if it takes longer. This preference underscores the importance of human interaction for complex or high-stakes issues. Consumers are most patient in high-stakes interactions, such as healthcare, but grow impatient with less critical issues like retail and tech.
Twilio’s Vice President for APJ Communications, Robert Woolfrey, emphasised the need for brands to design AI experiences that combine speed with empathy and clarity. “Speed alone doesn’t earn patience. AI can deliver efficiency, but if it fails to understand customers, provide clear guidance, or allow easy human escalation, it risks frustrating rather than delighting them,” he stated.
The study also found that whilst 62% of Singapore consumers are willing to accept delays for enhanced security, only 43% are willing to pay extra for it. This suggests that in mature markets like Singapore, top-tier service and security are seen as baseline expectations rather than premium features. As AI continues to shape customer service, brands are urged to balance speed with human empathy to maintain consumer satisfaction.
