Synovate PAX figures show Asia's affluent continue their ascent
5 October 2005
HONG KONG —Global market research company Synovate today announced the full year results for Synovate PAX, showing that Asia's elite consumers are experiencing a surge in confidence and spending on high-end products.
The Synovate PAX survey 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.
Synovate's Media Director for Asia Pacific, Steve Garton, said that the strong urge shown by Asia's elite to spend more means good times for the region's marketers.
"Our product ownership data shows the top-tier consumers are spending. Our psychographic data shows they feel good. And our media data shows they consume regional media. The time is ripe for marketers to get the message out there.
"Indeed, 30% of Synovate PAX respondents agree that they have great trust in what they have seen advertised, whilst over one quarter buy products they have seen advertised. Both of these numbers have risen since this time last year.
"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.
Typically, Asia's affluent 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.
Mr Garton added that the psychographic results show that, amongst the PAX universe, those who refer to regional media have higher scores on many attributes relating to leadership.
"These people are not only leaders in society, but also leading consumers, showing a drive to keep 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.
To find out more about Synovate PAX, click here.
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: +1 416 964 6262 ext. 165 |
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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 staff across 62 countries.
For more information on Synovate visit www.synovate.com.