Media survey shows signs of regional recovery and tracks Asia's hot consumer trends
30 September 2003
HONG KONG — GLOBAL market research company Synovate today announced the full year results for Synovate PAX—a survey that tracks media, prosperity and influence across Asia Pacific. The results show increasing purchase of high-end products amongst elite consumers.
Steve Garton, Media Director at Synovate Hong Kong said the survey covers the movers and shakers of Asia—the top 20 per cent of society.
As Asia's only current upscale media tracking survey, Synovate PAX is a critical information source to media organisations and planners. It is a powerful piece of marketing intelligence to know who's reading and watching what across the region.
"But Synovate PAX delves even further into the consumer psyche of the affluent Asian. We talk to the innovators and the early adopters of products," he said.
Typically, the Synovate PAX audience includes those sections of society with the highest disposable income to spend on discretionary items.
Mr Garton said that these consumers are vital to marketers of quality products and services because they will be the first to buy new items.
Any new product or service must sell immediately for it to be viable as product life cycles are becoming increasingly compressed. There is only a small window of opportunity in which to become commercially successful before competitors emulate new features.
The Synovate PAX survey recognises that, in order to succeed with new upscale products, marketers must provide compelling communication in the right media vehicles those which reach the affluent early adopters.
"Synovate PAX helps marketers answer a fundamental question - what are Asia's most influential consumers going to do next? Without media and product consumption data, the answer remains elusive," Mr Garton said.
Synovate PAX brings together constantly updated information on the consumption of regional media, as well as product purchase and the future purchase intentions of affluent Asians, including top management and business decision makers.
"Regional media reach Asia's most affluent consumers in a cost efficient fashion. It is these channels and publications that are embraced by this segment of society, meaning marketers can target their messages and optimise their efforts," Mr Garton said.
The survey covers eleven countries across Asia including Hong Kong, Singapore, Korea, Japan, Taiwan, Malaysia, Philippines, Thailand, Indonesia, India and Australia. More than 220,000 interviews were conducted across the region.
After moving to continuous tracking a year ago, the survey now offers a full annual database, updated quarterly, showing trends over time. All major upscale regional broadcasters, media specialists and key regional publications use Synovate PAX.
Download Synovate PAX 2003 Fact Sheet (PDF, 130Kb) for specific information about high-end product ownership across the region.
Contact(s) for this press release
|
Linda Collard
Director, Marketing Communications |
|
|
9/F Leighton Centre |
Telephone: +852 2830 2588 |
|
Henrietta Sung
Synovate Marketing Manager |
|
|
Telephone: +1 647 837 5053 |
|
Synovate generates insights to help clients drive competitive brand, product and customer experience strategies. Now part of Ipsos, with offices in over 80 countries, our approach combines best in class global research capabilities with personalised service, local knowledge and the flexibility to create teams and processes that meet clients' specific requirements. At Synovate, our clients sit at the top of our organisational chart, driving us to continually develop more innovative research solutions that predict actual business outcomes.
For more information on Synovate visit www.synovate.com.