Don’t put all your money in digital to reach affluent Asians: Ipsos

Affluent Asian consumers have yet to fully embrace digital media, according to an Ipsos study.

Affluent Asian consumers are not disengaged from advertising, and digital aficionados who shun TV and print are not necessarily the biggest spenders among the well-heeled group. These are some of the consumer insights into affluent Asian consumers highlighted in the latest Ipsos’ Affluent Asia survey.

Zeroing on media-consumption findings from Q2 2017, the study reveals that 42.2% access only traditional media, compared to 37.5% for a combination of traditional and digital, while only 2% access only digital media. Likewise, data on respondents from the markets studied (which excludes China) between Q3 2016 to Q2 2017 shows that total TV and print reach are enhanced by digital. The overall study this year was based on 24,250 samples from 11 markets in APAC.

News consumption habits of affluent Asian consumers (excluding China).

Along the same lines, the study reveals that consumers who consume a combination of traditional and digital media are likely to be bigger spenders. They own three or more financial and upscale household products and have taken business or first-class flights, for example. The study notes that the affluent cohort accounts for the top 20% by income of the APAC population and further points out that not all ad spend should be invested on digital.

In comparison, Chinese affluent consumers are more inclined toward consuming media via digital devices, even though a higher percentage are still watching entertainment content on TV compared to news and documentaries. Therefore, a cross-platform strategy is especially important for reaching Chinese consumers.

Cross-platform consumption of Chinese consumers.

Source: campaignasia.com; 24 Nov 2017