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Advertising in Asia: Synovate global survey finds newspapers in high demand, mobile a necessity, and innovation as most admired ad attribute

27 November 2009

HONG KONG — Leading global market research company Synovate (思緯市場資訊有限公司) today released the findings of a global media and advertising study, shedding light on which media are the most effective in targeting Asian consumers and their daily media habits, providing key insights to marketers on advertising engagement and budget allocation.

Steve Garton (冼嘉頓), Executive Director of Media at Synovate (媒體研究行政總監) comments: "By understanding the media channels that are important in consumers' lives, marketers can see where consumers are engaged, and therefore more open to marketing communications. In one test, we found that the same ad on two different TV channels varied in engagement level by over 40%."

This survey on media and advertising was conducted in September 2009, covering more than 8,600 respondents across 11 markets globally, including China (Beijing, Shanghai, Guangzhou and Wuhan), Hong Kong, and Taiwan.

I can't live without my newspaper, TV, mobile, the Internet...

Newspaper

Newspapers in many markets are showing high degrees of consumer attachment. They are very much in demand in China (55%) and Hong Kong (53%), the top two markets globally who say they can not live without it or would miss it a great deal if it wasn't there.

Jessica Liu (劉榮), Synovate's Research Director of Media in China (媒體研究總監 - 中國), comments: "Each market is dominated by a few local newspapers in China. Across the four cities we covered, it's clear that newspapers are alive and well, and are an important medium to consider. Newspapers are most often used by marketers alongside national TV channels to cover local markets. Print is cost effective and suits a wide range of ads. Real estate and auto are the two major categories to advertise, which are also two of the hot consumption goods in China that consumers currently like to read about."

"While for Hong Kong, reading newspaper is a behaviour ingrained into everyday routine," adds Susanna Lam (林鳳珊), Research Director for Synovate in Hong Kong (媒體研究總監 – 香港).

"Free daily newspapers have booths set up at main street corners to give out the papers every morning. Many of those on their way to school, the supermarket or work, usually pick up a copy. Hong Kong consumers are also a sociable bunch and crave fast, fresh information. Particularly for workers, reading snapshots of what's happening around the world while in transit and getting into the office armed with the latest news and entertainment gossip help kick off a collaborative start to the day."

Mobile

Mobile phones are a pervasive channel for consumers in Asia. Seventy percent in China, followed by Hong Kong (59%) and Taiwan (54%), say they can not live without their mobile phones, the highest responses across the 11 markets surveyed globally.

Liu explains: "We found that the mobile penetration and usage is most popular among China's netizens. They are younger, and the mobile is more than a simple communication tool: it builds up an intimate social community and brings entertainment and pleasure to them any time, any where."

Many consumers in Taiwan (53%), Hong Kong (49%), and China (44%) however say they are receiving too many ads on their mobiles already.

Particularly in Taiwan and Hong Kong, even if they are offered to be paid to accept more ads, for example, by money off their phone bills, they are two of the top groups globally resistant to more mobile advertising (76% in Taiwan; 66% in Hong Kong).

Jenny Chang (張麗香), Managing Director of Synovate in Taiwan (台灣區總經理), says: "It is typical for consumers in Taiwan to receive several promotional SMS messages every day. Adding to this, telemarketers tend to call people on their mobiles. Consumers can feel this is disruptive to their day."

In China, 42% are still open to making some money for seeing more ads, showing an opportunity for marketers in this channel.

Television

Asia also tops the global chart in terms of the importance of television. Globally, the most consumers who say they can not live without their TV are in China (41%), Taiwan (40%), and Hong Kong (38%).

Interestingly, even though 74% in China and 53% in Taiwan say there are already too many ads on television, 45% are open to accepting more ads on TV if they are paid to watch them.

Comments Garton: "It might be that some ads currently on TV are not striking a chord with the consumers, as they don't mind seeing more that might better fit their preference."

Fifty-two percent of people in Hong Kong say the amount of ads on TV is just right, but the majority (61%) still do not want more ads even if they are paid to watch them. They are also the highest across the globe who choose to skip ads when watching TV or listening to radio by turning off/ changing channel or fast forwarding through recorded programs (60% in Hong Kong vs. 40% globally).

The Internet

Opportunities for internet advertising abound in China. Eleven percent of Chinese, the highest group globally, would be happy to see more ads online. Over 50% in China also say they are willing to accept more ads if they are paid to do so, followed by Taiwan (42%), and Hong Kong (27%).

So how important is the Internet to the everyday lives of Asians? Around 44% of consumers in China and Taiwan, and 37% in Hong Kong say they can not live without the Internet, similar to the 40% of people globally.

Liu offers a few words of advice to marketers in China: "Though Chinese consumers are open to seeing more ads online, marketers should not go overboard. Consumers are smart. The biggest increase globally of people who avoid websites with intrusive advertising or pop ups is in China. Forty-three percent of the Chinese population are doing this more compared to last year. Simple marketing principles still apply; use the Internet to connect with consumers in a way which is meaningful to them: don't overwhelm them."

For Hong Kong consumers, avoiding websites with intrusive advertisings and pop ups are already common practice, they are the highest group globally who does this regularly (46% in Hong Kong vs. 28% globally).

The rising social media nation

Consumers in China and Taiwan show a rapid adoption of social media in their lives. Across the globe, the biggest increases over the past year in searching for ads on the internet (such as on YouTube), promoting a brand or ad on one's social networking page (like 'become a fan' on Facebook), and following a brand on Twitter were found among people in China and Taiwan. Please see the below figure for further details.

Social media habits: What people have done more of compared to last year

Garton comments on the significance of social media in Asia: "Asians quickly grasp the potential of new technology in improving their social and commercial success. The Internet will continue to play a pivotal role in the lives of people across the region as they are certainly very open to seeking out new and perhaps better social links in a society where 'guanxi' is very important."

Favourite ads for Asians

Respondents were asked "In thinking about the ads you enjoy the most, which characteristic is most common in these ads?" The variations of responses to this question are enlightening.

Ads with the attributes of Innovation and Uniqueness are most well-received globally (21% of people like them). Consumers in Taiwan (40%) and China (29%) show the highest preference for such ads.

Optimistic and Happy ads are most liked by those in Hong Kong (29%). Comments Garton: "A lot of the most popular ads tap into this need, fun and light-heartedness. People seem to have had enough of negative news and are looking for something upbeat to lift their spirits."

Other popular ad characteristics are Spontaneous and Playful; and Logical and Straightforward.

Potential for behavioural marketing

Respondents were also asked, "How would you feel if websites and TV channels developed technology that monitored what you use and watch so they would only show ads on brands and products they thought would interest you?"

Responses from around the world show consumers are open to this, as long as such technologies do not collect personal data that could directly identify the consumer individually. Twenty-six percent globally say they would like such technology as long as none of the data collected could identify them, the same number who said this in China and Hong Kong (26%).

However, many in Taiwan would not like this (38%), as they are concerned about their data being collected.

Garton comments: "Innovations in this area will help decrease the clutter of unwanted ads that consumers are exposed to. For marketers, the benefit is that the selected ads will get a better return on investment, gaining more attention and engagement from consumers."