Media survey shows lifestyles of the rich and Asian
5 October 2004
SINGAPORE — 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 continuing increases in the purchase of high-end products amongst elite consumers.
Steve Garton, Synovate's Media Director, Asia Pacific 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.
"And we now take this a step further. We now also report on psychographics and lifestyle for the Asia's affluent".
The results to mid 2004 show that nothing holds back the elites of Asia for long. Last year's economic set back, triggered by SARS, is simply history. Incomes continue to grow and the business decision makers are working hard to make up for lost time - and succeeding. The resourcefulness, flexibility and resilience of Asia's elites shows a mindset that they won't let anything stand in the way of their drive for progress.
"And on the personal front, the results show increased confidence - indicating a buoyant year ahead for high ticket luxury items and technology," Mr Garton said.
Synovate PAX brings together constantly updated information on the consumption of regional media, as well as product ownership, future purchase intentions, attitudes towards media and brands and lifestyle information for 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.
Indeed, these top-tier consumers turn to regional media for news, insights and entertainment not available from local media. This is most marked amongst top management and business decision makers.
"And the new psychographics results show that, amongst the PAX universe, those who refer to regional media have higher scores on many attributes relating to leadership, keeping up with modern technology and a willingness to try new brands," he said.
The survey covers eleven countries across Asia including Hong Kong, Singapore, Korea, Japan, Taiwan, Malaysia, Philippines, Thailand, Indonesia, India and Australia. More than 250,000 interviews were conducted across the region.
After moving to continuous tracking in 2002, 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.
Contact(s) for this press release
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Linda Collard
Director, Marketing Communications |
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9/F Leighton Centre |
Telephone: +852 2830 2588 |
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Henrietta Sung
Marketing Manager |
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Telephone: +1 647 837 5053 |
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Synovate, the market research arm of Aegis Group plc, generates consumer insights that drive competitive marketing solutions. The network provides clients with cohesive global support and a comprehensive suite of research solutions. Synovate employs over 6,000 employees across 62 countries.
For more information on Synovate visit www.synovate.com.