Asia's Top Digital Brands by xiaopangnv

VIEWS: 4 PAGES: 49

									     Asia’s Top Digital Brands 2011
     Digital Media Usage Study




June 2011




                                     In association with:
                                 1
 INTRODUCTION

The ‘Asia’s Top Digital Brands’ is an annual study that investigates the brands whose
digital presence is strongest in the minds of consumers across Asia. Now in its fourth year,
it is conducted in collaboration with Campaign Asia.

The research has four main objectives:
1. to understand consumer awareness of a brand’s digital presence in each market
2. to examine the use of digital media by different brands in the region
3. to assess the effect a brand’s digital presence has on influencing consumer choice
4. to explore levels of consumer trust towards different media channels

This report contains the overall findings at the regional level as well as by country. The
findings have also been published by Campaign Asia in their June issue.




                                               2
Research Design
Accurate representation of consumers was achieved via stratified sampling with quotas on age, gender
and city in line with population distribution.



1
                                                     Interviews were conducted during March-April 2011
      Methodology                                    using the online access panels of Lightspeed Research,
                                                     a Kantar company




2     Sample Size & Survey Countries
                                                     • n=500 per market
                                                     • Survey Countries: Hong Kong, China, Taiwan,
                                                       Singapore, Malaysia, Thailand




3     Respondent Criteria
                                                     • Males and Females aged 15-39
                                                     • Must have seen advertisements via digital media
                                                       previously


                                                     The brands included in the survey comprise the top-

4     Brand Criteria                                 spending advertisers in each market across all media,
                                                     according to Nielsen’s ad expenditure data. This study
                                                     therefore focuses on the digital presence of the top
                                                     advertisers only. Those advertisers and brands not
                                                     included in the list of top spenders are by default
                                                     excluded from the study




                                                 3
INDEX

1   Asia
     1.1   Top Advertisers
     1.2   Usage of Different Types of Digital Media
     1.3   Persuasiveness - Types of media
     1.4   Trustworthiness of Media Channels

2   Country Analysis – China

3   Country Analysis – Hong Kong

4   Country Analysis – Malaysia

5   Country Analysis – Singapore

6   Country Analysis – Taiwan

7   Country Analysis - Thailand




                                                  4
Asia - Overview       1




                  5
 Summary Highlights

Here are some highlights about which industries           Services brands not as effective in
and countries are making the most of Digital              Digital Marketing
media.
                                                          In Asia, telecoms are using digital in a big way.
In China, Chinese brands are leading                      Yet despite their high awareness through Digital
                                                          communications, telecoms also have some of the
the way in Digital
                                                          least motivating digital media. For example, while
While at the Regional level, global brands top the        72% of respondents say they have seen Singtel
list of most recognized brands using digital, local       promoted through digital media, only 17% of
brands are increasingly using digital to                  those were motivated by Singtel’s digital
communicate with consumers in their home                  marketing. The same can be seen for China
countries.                                                Mobile and Maxis.

This is particularly true in China, where 12 out of       Services brands (telecoms and financial
the top 20 brands are Chinese, a big increase             services) have historically faced greater
from last year with only 7 Chinese brands. In             challenges in marketing themselves due to their
fact, Chinese brands aren’t only building digital         less tangible products, and digital marketing
awareness, they are also motivating consumers             appears to be no different for these brands.
with this communications channel - 13 of the top          Services brands may need to look towards
20 motivating digital advertisers are Chinese             Consumer Tech brands, who are generally more
brands.                                                   successful at motivating digital media, for some
                                                          needed inspiration.




                                                      6
 Summary Findings (continued)

Emerging Markets are more motivated                        Consumers have trust in the brand’s
by digital media                                           website
Across the Asian markets surveyed,                         Among brand generated media, brand’s
respondents in Emerging Markets (Thailand,                 website is considered the most trustworthy
Malaysia, and China) are more motivated by                 digital communications channel. 19% of
branded digital media than in Mature Markets               respondents completely trust a brand’s website
(Hong Kong, Singapore, and Taiwan). On                     compared with less than 10% for most other
average, 37% of respondents in Emerging
Markets said that digital media significantly              brand-generated digital media such as Banner
increased their likelihood to use the brand – this         Ads, Email Ads, Pop-ups, SMS Ads and Ads in
compares with just 23% of respondents in                   Virtual Worlds/Games.
Mature markets.
                                                           For brands that want to build stronger and more
One possible reason for this disparity may be              effective digital relationships with consumers,
that Emerging Markets have been less exposed               they must increase resources towards the
to Digital Media marketing in the past, i.e. digital       digital media channels that consumers trust i.e.
is still something new which grabs their                   the brand’s website. Using TV, packaging,
attention and as such may be more persuaded
                                                           print, email newsletters, etc. to point consumers
by this communications channel.
                                                           to the brand’s website will help ensure that
Going forward, brands using digital to market in           consumers are engaged with a trustworthy
both Mature and Emerging markets will need to              digital channel, which in turn can help to
continue to innovate and find new ways of                  increase the overall effectiveness of the brand’s
capturing consumers’ attention online.                     digital activities.




                                                       7
Asia’s Top 20 Advertisers Using Digital Media
The Regional rankings are based on the total number of responses for each brand in each of
the countries covered in the survey


                                   Nokia                  11     Honda

                              2    Sony                   12     McDonald’s

                              3    Samsung                13     Coca-Cola

                              4    Canon                  14     KFC
                              5    Citibank               15     HSBC
                              6    HP                     16     Adidas

                              7    Nike                   17     Apple

                              8    Olay                   18     L’Oreal

                              9    Toyota                 19     Dell

                            10     Head & Shoulders       20     Nestle

 Source: QA1
 Base: All Respondents (n=3,010)
                                                      8
Top 10 Advertisers Using Digital Media in Asia (by country)

           Which of the following brands have you seen advertised via digital media?
 Q         (Digital media refers to any form of media communication that takes place with the use of computer technology, including mobile phones,
           advertisements on the web and emails.)




                   China            Hong Kong                      Malaysia                Singapore                      Taiwan              Thailand

  #1            China Mobile            McDonald’s                   AirAsia                   SingTel                    7-Eleven                   Nokia

  #2              Dangdang                 Disney                      KFC                     StarHub                  McDonald’s                    KFC

  #3              Coca-Cola                  MTR                       DiGi                      Apple              Chunghwa Telecom                 Honda


  #4                Nokia                Ocean Park                   Maxis               Singapore Airlines           Uni-President                 Toyota

  #5               Alibaba             Cathay Pacific           Malaysia Airlines                KFC                   Taiwan Mobile                 Pepsi


  #6                Li-Ning                 HSBC                      Nokia                      DBS                     Momoshop             Kasikorn Bank


  #7                 Haier                  Sony                     Celcom                    Citibank                     HTC                  Samsung

  #8                 Nike                   Nokia                     Nestle                     Nokia                  Far EasTone                  Dtac

  #9              Samsung                   Apple                     Sony                      OCBC                Chinatrust Financial         Pizza Hut


 #10                Pepsi                    Nike                   Coca-cola                    Sony                     Citibank             Thai Airways




 Source: QA1
 Base: All Respondents (n=3,010)
                                                                              9
Types of Digital Media Seen Being Used

 Q          Which of the following types of digital media have you seen being used by each of the following brands?




       Dedicated websites                                                                            51%



        Sponsored content                                                                   46%



                 Banner ads                                                               43%



                  Popup ads                                                         39%



                         Email                                       27%



             Mobile phones                                     21%


  Advertisements in video
                                         5%
          games

Advertisements in virtual               4%
(worlds (e.g. Second Life

                       Others                      11%


                                  0           10          20           30          40           50         60   70   80   90   100




 Source: QA3
 Base: All mentions of types of digital media seen being used – Asia (13,191 mentions)
                                                                                   10
Persuasiveness of Digital Media

           Thinking about all types of digital media that each of the brands that you have seen most often have used, did it
 Q         increase your interest in using the brand?


 Top 2 Boxes

      83.8%               ASIA              30%                                54%                    16%



      93.7%          Thailand                    42%                                     52%               6%



      85.6%         Malaysia                   36%                                50%                 14%


                                                                                                                   Significantly increased interest in using th brand
      85.5%              China                33%                               52%                   14%          So mewhat increased interest in using the brand
                                                                                                                   Didn't increase interest in using the brand at all


      81.7%            Taiwan               29%                              53%                      18%



      78.8%       Hong Kong             20%                              59%                         21%



      75.9%       Singapore             20%                            56%                           24%


                                 0%              20%             40%             60%           80%          100%

 Source: QB1
 Base: All mentions of types of digital media seen being used – Asia (13,191 mentions)
                                                                                    11
        Trustworthiness of Media Channels

          Q        Here is a list of different forms of communication. How much do you trust each of them?



                                Recom m endations from friends and fam ily       53%                                       42%            2%3%
                                                Expert review on w ebsites       28%                               60%                 9% 3%
                                               Product labels on packaging       26%                              62%                  9% 3%
                                      Independent review s in publications       23%                             67%                    7% 3%
                                            Consum er review on w ebsites        22%                             67%                    9% 2%
                                         Manufacturers / brands w ebsites        19%                           67%                    11% 4%
                                                Consum er opinion in blogs       19%                           68%                    10% 4%
        Products / brands that appear in m ovies or w ithin TV program m es      18%                         65%                    14% 3%
                                                                      TV ads     16%                         67%                     14% 3%
                                   Consum er opinion on m essage boards          15%                        66%                     15% 4%
                                          Consum er opinion in chat room s       14%                      63%                     18%      5%
                                                             New spaper ads      14%                        67%                     16% 3%
                                                               Magazine ads      14%                        67%                     15% 3%
                                                          Em ail new sletters    14%                       65%                     16%     5%
                                Ads at the cinem a before the m ovie starts      13%                      64%                     18%      5%
                                    Ads on posters, buses / bus shelters         12%                      67%                      18%     4%
Recom m endations from other consum ers w ho you do not personally know          11%                    61%                     22%        6%
                                        Ads that appear on search engines        11%                    61%                     24%        4%
                                                                   Radio ads     11%                    62%                     22%        5%
                                                   Banner ads on w ebsites       9%                    61%                      26%         4%
                                  Ads that have been sent to you by e-m ail      9%                  55%                      32%          4%
                                              Popup or pop-under w eb ads        7%                50%                      39%             4%
                                                        Ads via m obile SMS      7%              45%                       45%              3%
                                                       Ads in virtual w orlds    7%            38%                     46%               10%
                                                        Ads in video gam es      6%            39%                      48%               7%

                                                                            0%             20%         40%            60%              80%           100%
          Source: QC1                                                             Trust completely   Trust somewhat     Do not trust         Don’t Know
          Base: All Respondents – Asia (n=3,010)
                                                                            12
Country Analysis        2
China




                   13
Top 20 Advertisers Using Digital Media

           Which of the following brands have you seen advertised via digital media?
 Q         (Digital media refers to any form of media communication that takes place with the use of computer technology, including mobile phones,
           advertisements on the web and emails.)


                  China Mobile                                                                                            78%
                     Dangdang                                                                                          77%
                    Coca-Cola                                                                                         75%
                          Nokia                                                                                     73%
                        Alibaba                                                                                     73%
                        Li-Ning                                                                                 70%
                          Haier                                                                                 69%
                           Nike                                                                              68%
                     Samsung                                                                                 68%
                          Pepsi                                                                             67%
                        Lenovo                                                                              67%
                        VANCL                                                                               67%
                         Midea                                                                              67%
                        adidas                                                                             66%
            Head & Shoulders                                                                               66%
                           Olay                                                                           65%
     Wong Lo Kat Herbal Tea                                                                               65%
                      Mengniu                                                                            65%
                  Master Kong                                                                            64%
                 China Unicom                                                                            64%

                                  0       10          20         30         40         50         60           70         80        90        100
 Source: QA1
 Base: All Respondents – China (n=504)
                                                                           14
Top 20 Advertisers Seen Most Often Using Digital Media

 Q        Which of the following brands have you seen advertised most often using digital media?

                        VANCL                                                                               26%

                  China Mobile                                                                   23%

                    Coca-Cola                                                              20%

                          Nokia                                                          19%

                     Dangdang                                                            19%

                        Alibaba                                                    17%

            Head & Shoulders                                            13%

                      Mbaobao                                      13%

                          Pepsi                                   12%

                  Midea Group                                     12%

                          Haier                             11%

                        L’Oreal                    9%

     Wong Lo Kat Herbal Tea                        9%

                           Nike                    9%

                        Li-Ning                    9%

                           Olay                   9%

                           Lays                   9%

                         adidas               8%

                  Master Kong                 8%

           Ping An Insurance                 8%

                                  0      5             10                     15           20          25         30

 Source: QA2
 Base: All Respondents – China (n=504)
                                                              15
       Top 20 Advertisers vs. Top 20 Motivating Advertisers
                                                                                            Thinking about all types of digital media that each of the brands
          Q         Which of the following brands have you seen
                    advertised via digital media?                                    Q      that you have seen most often have used, did it increase your
                                                                                            interest in using the brand?

                             Top 20 Advertisers
                             Top 20 Advertisers                                                            Top 20 Motivating Advertisers
                                                                                                           Top 20 Motivating Advertisers
          China Mobile                                              78%                           Nokia        56%                                                 95%

            Dangdang                                                77%                            Haier       46%                                                 95%

            Coca-Cola                                              75%                              Nike       43%                                                92%

                 Nokia                                            73%                              Xtep        40%                                                     97%

               Alibaba                                            73%                            Canon         40%                                               90%

               Li-Ning                                        70%                China Construction Bank       39%                                               91%

                 Haier                                        69%                               Alibaba        39%                                               91%

                  Nike                                       68%                                   Olay        39%                                         82%

             Samsung                                         68%                 Wong Lo Kat Herbal Tea        36%                                          85%

                 Pepsi                                       67%                                Mengniu        35%                                    78%

               Lenovo                                        67%                            Master Kong        35%                                                     98%

               VANCL                                         67%                                 Li-Ning       35%                                               89%

                Midea                                        67%                              Coca-Cola        34%                                           87%

               adidas                                       66%                               Dangdang         33%                                           87%

     Head & Shoulders                                        66%                           China Unicom 33%                                                82%

                 Olay                                       65%                                   Midea        33%                                                 95%

Wong Lo Kat Herbal Tea                                      65%                                    Lays        33%                                          86%

              Mengniu                                       65%                                  adidas        33%                                               90%

          Master Kong                                       64%                           China Telecom 32%                                                  87%
         China Unicom                                       64%                                    ICBC 32%                                                82%

                         0        20              40   60           80    100                              0         20           40           60     80               100
                                                                                          It significantly increased my interest in using the brand
          Source: QA1                                                                     It somewhat increased my interest in using the brand
          Base: All Respondents – China (n=504)
                                                                                      Source: QB1
                                                                                16
                                                                                      Base: All Respondents – China (n=504)
Types of Digital Media Seen Being Used

 Q          Which of the following types of digital media have you seen being used by each of the following brands?




                   Sponsored content                                                             51%


                  Dedicated websites                                                            49%


                            Popup ads                                                           48%


                           Banner ads                                                     38%


                                  Email                                 23%


                        Mobile phones                                  21%


    Advertisements in video games                 5%


    Advertisements in virtual worlds            3%
           (e.g. Second Life)

                                 Others                 10%


                                          0            10         20            30        40    50     60   70   80   90   100




 Source: QA3
 Base: All mentions of types of digital media seen being used – China (2,317)
                                                                                     17
Trustworthy Media Channels

   Q        Here is a list of different forms of communication. How much do you trust each of them?

                             Recom m endations from friends and fam ily                                                              61%
                                           Consum er review on w ebsites                                   21%
                                     Independent review s in publications                                 20%
                                               Consum er opinion in blogs                                 19%
                                              Product labels on packaging                             17%
                                                Expert review on w ebsites                           16%
                                         Consum er opinion in chat room s                           14%
  Products / brands that appear in m ovies or w ithin TV program m es                               14%
                                 Consum er opinion on m essage boards                               13%
                                        Manufacturers / brands w ebsites                        12%
                                                                       TV ads                   11%
                                                               Magazine ads                    9%
                                      Ads that appear on search engines                    8%
                                                             New spaper ads                8%
                                                Em ail new sletters                        8%
Recom m endations from other consum ers w ho you do not personally
                                                                                           8%
                              know
                                                         Radio ads                         8%
                              Ads at the cinem a before the m ovie starts                  8%
                                   Ads on posters, buses / bus shelters                    7%
                                                   Banner ads on w ebsites                6%
                                Ads that have been sent to you by e-m ail                 6%
                                                        Ads via m obile SMS               5%
                                                       Ads in virtual w orlds             5%
                                                        Ads in video gam es               5%
                                             Popup or pop-under w eb ads              4%

                                                                                0          10         20         30   40   50   60         70   80   90   100
   Source: QC1. Represents those who trust the respective media channel completely
   Base: All Respondents – China (n=504)
                                                                                     18
Country Analysis        3
Hong Kong




                   19
Top 20 Advertisers Using Digital Media

          Which of the following brands have you seen advertised via digital media?
 Q        (Digital media refers to any form of media communication that takes place with the use of computer technology, including mobile phones,
          advertisements on the web and emails.)


     McDonald’s                                                                                                 73%
           Disney                                                                                    64%

             MTR                                                                                     63%
     Ocean Park                                                                                      63%

   Cathay Pacific                                                                                   62%
            HSBC                                                                                60%
             Sony                                                                         56%

            Nokia                                                                        55%
            Apple                                                                        54%

             Nike                                                                        54%
    3 Hong Kong                                                                          54%
         Octopus                                                                         54%

        Samsung                                                                    50%
           Canon                                                                   49%

           PCCW                                                                   48%
             SK-II                                                                47%
Hang Seng Bank                                                               45%

         Citibank                                                      42%
             Olay                                                      42%

              HTC                                                      41%

                     0         10            20       30          40              50           60          70         80      90          100

 Source: QA1
 Base: All Respondents – Hong Kong (n=500)
                                                                             20
Top 20 Advertisers Seen Most Often Using Digital Media

 Q        Which of the following brands have you seen advertised most often using digital media?

          McDonald’s                                                                                              47%
                 HSBC                                                                   25%
                  MTR                                                                  25%
       Cathay Pacific                                                            21%

                 Apple                                                          21%

               Disney                                                           20%

                 Sony                                                     18%
                Canon                                               16%
          Ocean Park                                               16%
         3 Hong Kong                                           15%
                  Nike                                        14%

                 Nokia                                    13%

             Octopus                                      13%
                  SK-II                                 12%
            Samsung                            9%
     Hang Seng Bank                            9%
                PCCW                          8%

              Circle K                        8%

                  HTC                         8%

       Mead Johnson                      6%

                          0          5             10         15           20          25     30   35   40   45         50

 Source: QA2
 Base: All Respondents – Hong Kong (n=500)
                                                                                21
       Top 20 Advertisers vs. Top 20 Motivating Advertisers
                                                                                            Thinking about all types of digital media that each of the brands
          Q            Which of the following brands have you seen
                       advertised via digital media?                                Q       that you have seen most often have used, did it increase your
                                                                                            interest in using the brand?

                           Top 20 Advertisers
                           Top 20 Advertisers                                                            Top 20 Motivating Advertisers
                                                                                                         Top 20 Motivating Advertisers

    McDonald’s                                                     73%                      Apple        43%                                                88%
         Disney                                              64%                             HTC         41%                                                90%
           MTR                                               63%                            Sony         30%                                                89%
    Ocean Park                                               63%                    Cathay Pacific       29%                                             86%
  Cathay Pacific                                             62%                           Canon         28%                                                 90%
          HSBC                                           60%                          Ocean Park         26%                                              86%
          Sony                                      56%                                    Disney        25%                                             86%
          Nokia                                     55%                         Hang Seng Bank           24%                                     76%
          Apple                                     54%                                   Circle K       23%                                                87%

           Nike                                    54%                                       Nike        22%                                                88%

   3 Hong Kong                                     54%                                      Nokia        18%                                            85%

       Octopus                                     54%                               3 Hong Kong         16%                              63%

      Sam sung                                    50%                                   Sam sung         16%                                            84%

         Canon                                    49%                                 McDonald’s         16%                                        79%

         PCCW                                 48%                                            SK-II       15%                           60%

           SK-II                              47%                                        Octopus         15%                                            84%

Hang Seng Bank                               45%                                           PCCW          14%                                 69%

       Citibank                             42%                                             HSBC         11%                                       78%

           Olay                             42%                                              Olay        10%                               67%

           HTC                              41%                                              MTR         9%                                           80%

                   0         20        40               60          80   100                         0         20        40          60            80             100
                                                                                          It significantly increased my interest in using the brand
          Source: QA1                                                                     It somewhat increased my interest in using the brand
          Base: All Respondents – Hong Kong (n=500)                                   Source: QB1
                                                                               22     Base: All Respondents – Hong Kong (n=500)
Types of Digital Media Seen Being Used

 Q           Which of the following types of digital media have you seen being used by each of the following brands?




                Dedicated websites                                                                        52%


                           Popup ads                                                           43%


                          Banner ads                                                           42%


                 Sponsored content                                                       38%


                                Email                                              32%


                      Mobile phones                               19%


   Advertisements in video games               4%


  Advertisements in virtual worlds           2%
         (e.g. Second Life)

                               Others                9%


                                         0           10           20          30         40          50         60   70   80   90   100




Source: QA3
Base: All mentions of types of digital media seen being used – Hong Kong (2147)
                                                                                   23
  Trustworthy Media Channels

    Q        Here is a list of different forms of communication. How much do you trust each of them?

                             Recom m endations from friends and fam ily                                                          54%
                                              Product labels on packaging                                        27%
                                               Expert review on w ebsites                                  21%
                                    Independent review s in publications                                19%
                                          Consum er review on w ebsites                                19%
                                               Consum er opinion in blogs                             16%
   Products / brands that appear in m ovies or w ithin TV program m es                            14%
                                                         Em ail new sletters                     14%
                                        Manufacturers / brands w ebsites                         13%
                                 Consum er opinion on m essage boards                            12%
                                        Consum er opinion in chat room s                        12%
                                   Ads on posters, buses / bus shelters                         11%
                             Ads at the cinem a before the m ovie starts                        10%
                                                                      TV ads                10%
                                                            New spaper ads                  9%
                                                               Magazine ads                 9%
                           Ads that have been sent to you by e-m ail                        9%
Recom m endations from other consum ers w ho you do not personally
                                                                                            8%
                              know
                                                         Radio ads                          8%
                                      Ads that appear on search engines                     8%
                                                  Banner ads on w ebsites                  8%
                                             Popup or pop-under w eb ads                   6%
                                                        Ads via m obile SMS                6%
                                                        Ads in video gam es            5%
                                                       Ads in virtual w orlds          5%

                                                                                0          10         20         30    40   50     60   70   80   90   100


    Source: QC1. Represents those who trust the respective media channel completely
    Base: All Respondents – Hong Kong (n=500)
                                                                                      24
Country Analysis        4
Malaysia




                   25
Top 20 Advertisers Using Digital Media

           Which of the following brands have you seen advertised via digital media?
 Q         (Digital media refers to any form of media communication that takes place with the use of computer technology, including mobile phones,
           advertisements on the web and emails.)



                 AirAsia                                                                                                              84%

                    KFC                                                                                                    74%

                    DiGi                                                                                             71%

                  Maxis                                                                                              71%

      Malaysia Airlines                                                                                        68%

                  Nokia                                                                                      67%

                Celcom                                                                                    65%

                  Nestlé                                                                                 64%

                   Sony                                                                                63%

             Coca-Cola                                                                                 63%

                    Nike                                                                           60%

     Tourism Malaysia                                                                            58%

             Panasonic                                                                           58%

              Samsung                                                                        56%

                    IKEA                                                                     56%

            CIMB Group                                                                      56%

                  Honda                                                                     56%

                 Proton                                                                    55%

                     Dell                                                                  55%

                 adidas                                                                    54%

                            0         10        20          30          40          50           60             70               80         90   100
 Source: QA1
 Base: All Respondents – Malaysia (n=498)
                                                                             26
Top 20 Advertisers Seen Most Often Using Digital Media

 Q        Which of the following brands have you seen advertised most often using digital media?


                AirAsia                                                                               44%

                   KFC                                                                30%

                   DiGi                                                              30%

                 Maxis                                                         24%

            Coca-Cola                                              16%

               Celcom                                              16%

                 Nokia                                        15%

                Nestlé                                  11%

                  Sony                                 11%

     Malaysia Airlines                                10%

           BlackBerry                                 10%

             Petronas                             9%

                   Nike                           9%

               Citibank                          8%

                Adidas                      7%

              Maybank                       7%

           CIMB Group                       7%

            Panasonic                       7%

                Honda                       7%

                   Dell                     7%

                          0         5             10          15         20    25    30     35   40   45    50


 Source: QA2
 Base: All Respondents – Malaysia (n=498)
                                                                              27
       Top 20 Advertisers vs. Top 20 Motivating Advertisers
                                                                                                  Thinking about all types of digital media that each of the brands
          Q             Which of the following brands have you seen
                        advertised via digital media?                                       Q     that you have seen most often have used, did it increase your
                                                                                                  interest in using the brand?

                                  Top 20 Advertisers
                                  Top 20 Advertisers                                                              Top 20 Motivating Advertisers
                                                                                                                  Top 20 Motivating Advertisers
         AirAsia                                                           84%                  100PLUS     58%                                                           94%

             KFC                                                     74%                             Nike   52%                                                          91%

             DiGi                                                  71%                             Nokia    50%                                                         89%

           Maxis                                                   71%                               IKEA   48%                                                           94%

Malaysia Airlines                                              68%                                adidas    47%                                                         89%

           Nokia                                              67%                                AirAsia    47%                                                          91%

         Celcom                                               65%                               Maybank     46%                                                     86%

          Nestlé                                             64%                                     KFC    43%                                                         89%

            Sony                                             63%                               Coca-Cola    40%                                                   81%

       Coca-Cola                                             63%                                    Sony    40%                                                         89%

                                                        60%                                  CIMB Group     37%                                                     86%
            Nike
                                                        58%                                       Nestlé    36%                                                         89%
Tourism Malaysia
                                                       58%                              Malaysia Airlines   36%                                                           92%
      Panasonic
                                                                                              BlackBerry    35%                                                    85%
       Sam sung                                        56%
                                                                                                   Honda    33%                                                    85%
            IKEA                                       56%
                                                      56%                                            Dell   33%                                                   82%
     CIMB Group
                                                                                                Petronas    33%                                                    85%
          Honda                                       56%
                                                                                              Panasonic     32%                                                         88%
          Proton                                      55%
                                                                                            Telekom / TM    32%                                                     87%
             Dell                                     55%
                                                                                                 Celcom     32%                                                    85%
          adidas                                     54%
                                                                                                            0            20           40             60      80               100
                    0            20         40         60             80         100
                                                                                                 It significantly increased my interest in using the brand
                                                                                                 It somewhat increased my interest in using the brand
          Source: QA1
          Base: All Respondents – Malaysia (n=498)                                           Source: QB1
                                                                                       28    Base: All Respondents – Malaysia (n=498)
Types of Digital Media Seen Being Used

  Q           Which of the following types of digital media have you seen being used by each of the following brands?



             Dedicated websites                                                                     53%


              Sponsored content                                                                    51%


                       Banner ads                                                                  51%


                        Popup ads                                                    36%


                              Email                                        27%


                   Mobile phones                                     23%


Advertisements in virtual worlds
                                                7%
       (e.g. Second Life)


Advertisements in video games                   7%


                            Others                        14%


                                      0           10           20           30           40   50          60   70   80   90   100

  Source: QA3
  Base: All mentions of types of digital media seen being used – Malaysia (2,268 mentions)
                                                                                     29
    Trustworthy Media Channels

      Q        Here is a list of different forms of communication. How much do you trust each of them?

                                 Recommendations from friends and family                                                                                    47%
                                                 Expert review on websites                                                                      37%
                                         Independent reviews in publications                                                         28%
                                                  Product labels on packaging                                                        27%
                                               Consumer review on websites                                                      25%
                                                 Consumer opinion in blogs                                                     24%
                                             Manufacturers / brands websites                                               23%
        Products / brands that appear in movies or within TV programmes                                                  21%
                                                                   TV ads                                            20%
                                                                Newspaper ads                                        20%
                                   Ads at the cinema before the movie starts                                       19%
                                                              Magazine ads                                         18%
                                     Consumer opinion on message boards                                            18%
                                          Consumer opinion in chat rooms                                       18%
                                                              Email newsletters                                18%
                                                                  Radio ads                                    17%
                                        Ads on posters, buses / bus shelters                                 15%
Recommendations from other consumers who you do not personally know                                      14%
                                          Ads that appear on search engines                              14%
                                                     Banner ads on websites                             13%
                                     Ads that have been sent to you by e-mail                          12%
                                                 Popup or pop-under web ads                       9%
                                                          Ads via mobile SMS                     8%
                                                            Ads in virtual worlds                8%
                                                            Ads in video games                   8%

                                                                                    0        5    10     15        20          25     30   35     40   45    50
      Source: QC1. Represents those who trust the respective media channel completely
      Base: All Respondents – Malaysia (n=498)
                                                                                        30
Country Analysis        5
Singapore




                   31
Top 20 Advertisers Using Digital Media

           Which of the following brands have you seen advertised via digital media?
 Q         (Digital media refers to any form of media communication that takes place with the use of computer technology, including mobile phones,
           advertisements on the web and emails.)


                          SingTel                                                                                    67%

                         StarHub                                                                               62%

                            Apple                                                                         59%

              Singapore Airlines                                                                          59%

                              KFC                                                                        57%

                             DBS                                                                    55%

                         Citibank                                                                  53%

                            Nokia                                                                 52%

                            OCBC                                                            49%

                             Sony                                                           49%

                        Samsung                                                             48%

                             IKEA                                                           48%

                            HSBC                                                       45%

                       Tiger Beer                                                     43%

                          L’Oreal                                                     43%

                           Canon                                                      43%

                      Panasonic                                                 38%

     Standard Chartered Group                                               37%

                              Dell                                          37%

                               HP                                           37%

                                     0       10         20         30           40          50           60           70   80       90         100
 Source: QA1
 Base: All Respondents – Singapore (n=501)
                                                                           32
       Top 20 Advertisers vs. Top 20 Motivating Advertisers

                                                                                                    Thinking about all types of digital media that each of the brands
             Q         Which of the following brands have you seen
                       advertised via digital media?                                        Q       that you have seen most often have used, did it increase your
                                                                                                    interest in using the brand?

                                Top 20 Advertisers
                                Top 20 Advertisers                                                                   Top 20 Motivating Advertisers
                                                                                                                     Top 20 Motivating Advertisers
                 SingTel                                           67%                                  Apple        43%                                                   92%

                 StarHub                                          62%                                    IKEA        32%                                                  89%

                   Apple                                        59%                                       KFC        31%                                              85%

       Singapore Airlines                                       59%                 Standard Chartered Group         30%                            61%

                     KFC                                     57%                                      L’Oreal        23%                                      75%

                     DBS                                    55%                                          Audi        23%                                         80%

                 Citibank                                   53%                                        Canon         22%                                        76%

                   Nokia                                  52%                                       Sam sung         21%                                      75%

                   OCBC                                49%                                              Nokia        21%                                68%
                    Sony                               49%                                               Sony        19%                                             83%
               Sam sung                                48%                                 Singapore Airlines        19%                                             82%
                    IKEA                               48%                                           Citibank        18%                                        78%
                   HSBC                               45%                                             SingTel        16%                                        77%
              Tiger Beer                            43%                                               StarHub        16%                                      73%
                  L’Oreal                           43%                                                   F&N        15%                                               88%
                  Canon                             43%                                                   DBS        14%                                            81%
               Panasonic                       38%                                                 Tiger Beer        9%                          55%
Standard Chartered Group                       37%                                                  Heineken         9%                           58%
                     Dell                      37%                                                      OCBC         9%                                               87%
                      HP                       37%                                                                   6%                                   68%
                                                                                                          Dell
                            0       20         40            60          80   100                                0         20         40         60             80           100
                                                                                                  It significantly increased my interest in using the brand
          Source: QA1                                                                             It somewhat increased my interest in using the brand
          Base: All Respondents – Singapore (n=501)                                            Source: QB1
                                                                                     33        Base: All Respondents – Singapore (n=501)
Top 20 Advertisers Seen Most Often Using Digital Media

 Q        Which of the following brands have you seen advertised most often using digital media?



                         SingTel                                                                       35%

                           Apple                                                                 29%

                             KFC                                                           26%

                         StarHub                                                21%

             Singapore Airlines                                                 21%

                      Tiger Beer                                      17%

                        Citibank                                     17%

                             DBS                                    16%

                           Nokia                              14%

                           HSBC                          12%

                         L’Oreal                        11%

                       Heineken                        11%

                          Canon                        11%

                            Sony                       10%

                       Sam sung                   10%

                             Dell                 9%

                            IKEA                  9%

                           OCBC                  9%

     Standard Chartered Group                    9%

         Marie France Bodyline                   8%

                                    0        5    10           15          20         25         30    35    40   45   50

 Source: QA2
 Base: All Respondents – Singapore (n=501)
                                                                          34
Types of Digital Media Seen Being Used

  Q          Which of the following types of digital media have you seen being used by each of the following brands?




            Dedicated websites                                                                            49%



                      Banner ads                                                                    43%



             Sponsored content                                                                40%



                             Email                                                        40%



                       Popup ads                                          27%



                  Mobile phones                                        25%



Advertisements in video games               5%


Advertisements in virtual worlds           4%
       (e.g. Second Life)


                           Others                      13%


                                     0           10           20           30           40                50    60   70   80   90   100


  Source: QA3
  Base: All mentions of types of digital media seen being used – Singapore (2,038 mentions)
                                                                                    35
Trustworthy Media Channels

  Q        Here is a list of different forms of communication. How much do you trust each of them?

                             Recom m endations from friends and fam ily                                                             47%
                                               Expert review on w ebsites                                                31%
                                    Independent review s in publications                                       24%
                                          Consum er review on w ebsites                                       21%
                                              Product labels on packaging                                18%
                                        Manufacturers / brands w ebsites                             17%
                                                               Magazine ads                          16%
                                                                       TV ads                       15%
                                                            New spaper ads                          15%
                                               Consum er opinion in blogs                           15%
                                                                   Radio ads                       14%
                                 Consum er opinion on m essage boards                              13%
                              Ads at the cinem a before the m ovie starts                          12%
                                                          Em ail new sletters                      12%
  Products / brands that appear in m ovies or w ithin TV program m es                              12%
                                   Ads on posters, buses / bus shelters                        12%
                                  Consum er opinion in chat room s                             11%
Recom m endations from other consum ers w ho you do not personally
                                                                                               11%
                              know
                                               Ads via m obile SMS                            9%
                                      Ads that appear on search engines                       8%
                               Ads that have been sent to you by e-m ail                  8%
                                                  Banner ads on w ebsites                 6%
                                                        Ads in video gam es              4%
                                             Popup or pop-under w eb ads                 4%
                                                       Ads in virtual w orlds            4%

                                                                                0         10             20         30         40   50    60   70   80   90   100

  Source: QC1. Represents those who trust the respective media channel completely
  Base: All Respondents – Singapore (n=501)
                                                                                    36
Country Analysis        4
Taiwan




                   37
Top 20 Advertisers Using Digital Media

          Which of the following brands have you seen advertised via digital media?
 Q        (Digital media refers to any form of media communication that takes place with the use of computer technology, including mobile phones,
          advertisements on the web and emails.)



                          7-Eleven                                                                                         74%

                       McDonald’s                                                                                         72%

              Chunghwa Telecom                                                                                     66%

                     Uni-President                                                                             64%

                    Taiwan Mobile                                                                            61%

                       Momoshop                                                                         58%

                               HTC                                                                   56%

                      Far EasTone                                                                 54%

     Chinatrust Financial Holding                                                               52%

                           Citibank                                                             52%

                           Brand's                                                              52%

                             Nokia                                                             51%

                 SinYi Real Estate                                                          50%

                             ASUS                                                         48%

                  Bausch & Lomb                                                           47%

                      Taiwan Beer                                                    45%

                           Acuvue                                                    45%

                Head & Shoulders                                                    44%

                          Whisper                                                   44%

                              Sony                                                  43%

                                      0      10         20        30           40         50            60           70          80   90     100
 Source: QA1
 Base: All Respondents – Taiwan (n=504)
                                                                          38
Top 20 Advertisers Seen Most Often Using Digital Media

 Q        Which of the following brands have you seen advertised most often using digital media?

                          7-Eleven                                                                                     49%

                      McDonald’s                                                                            41%

                    Uni-President                                                      25%

             Chunghwa Telecom                                                    23%

                       Momoshop                                            19%

                   Taiwan Mobile                                     16%

     Chinatrust Financial Holding                                14%

                               HTC                               14%

                          Citibank                              14%

                      Far EasTone                              13%

                           Acuvue                        10%

                           Brand's                       10%

                             ASUS                       9%

                     Taiwan Beer                    8%

                   Sony Ericsson                   7%

                 SinYi Real Estate                 7%

                          Whisper              7%

                             Nokia             6%

               Head & Shoulders               5%

                              VISA            5%

                                     0    5             10      15         20      25        30   35   40         45   50


 Source: QA2
 Base: All Respondents – Taiwan (n=504)
                                                                            39
        Top 20 Advertisers vs. Top 20 Motivating Advertisers

                                                                                                   Thinking about all types of digital media that each of the brands
              Q         Which of the following brands have you seen
                        advertised via digital media?                                      Q       that you have seen most often have used, did it increase your
                                                                                                   interest in using the brand?

                                   Top 20 Advertisers
                                   Top 20 Advertisers                                                           Top 20 Motivating Advertisers
                                                                                                                Top 20 Motivating Advertisers
                   7-Eleven                                              74%                                   HTC       50%                                               90%

                McDonald’s                                              72%                               7-Eleven       41%                                                92%

       Chunghw a Telecom                                           66%                              Uni-President        37%                                               90%
              Uni-President                                       64%                              Sony Ericsson         35%                                              87%
             Taiw an Mobile                                      61%                                                     34%                                               89%
                                                                                                      McDonald’s
                Mom oshop                                    58%
                                                                                                             ASUS        33%                                              87%
                       HTC                                  56%
                                                                                                      Mom oshop          31%                                              87%
               Far EasTone                                 54%
                                                                                                          Whisper        30%                                        79%
Chinatrust Financial Holding                               52%
                                                                                                             Nokia       28%                                                94%
                   Citibank                                52%

                    Brand's                                52%                                       Taiw an Beer        28%                                    78%

                      Nokia                            51%                                                 Acuvue        26%                                        80%

           SinYi Real Estate                           50%                                                Citibank       24%                                  71%
                      ASUS                            48%                             Chinatrust Financial Holding       24%                                   74%
            Bausch & Lom b                            47%                                                                18%                                   75%
                                                                                                   Taiw an Mobile
               Taiw an Beer                          45%
                                                                                             Chunghw a Telecom           18%                                    77%
                    Acuvue                           45%
                                                                                                      Far EasTone        14%                                  70%
         Head & Shoulders                            44%
                                                                                                 SinYi Real Estate       11%                          56%
                   Whisper                           44%
                                                                                                           Brand's       10%                                    77%
                       Sony                          43%

                               0      20        40          60           80    100                                   0         20          40         60        80              100

                                                                                                  It significantly increased my interest in using the brand
           Source: QA1, QB1                                                                       It somewhat increased my interest in using the brand
           Base: All Respondents – Taiwan (n=504)                                             Source: QA1, QB1
                                                                                     40       Base: All Respondents – Taiwan (n=504)
Types of Digital Media Seen Being Used

 Q          Which of the following types of digital media have you seen being used by each of the following brands?



                    Dedicated websites                                                                      58%



                               Popup ads                                                         44%



                              Banner ads                                                       41%



                    Sponsored content                                                     39%



                                      Email                                     27%



                          Mobile phones                               19%


              Advertisements in video              3%
                      games

             Advertisements in virtual            2%
             (worlds (e.g. Second Life

                                    Others                     12%


                                              0           10          20          30      40           50   60    70   80   90   100



 Source: QA3
 Base: All mentions of types of digital media seen being used – Taiwan (2,084 mentions)
                                                                                   41
    Trustworthy Media Channels

        Q          Here is a list of different forms of communication. How much do you trust each of them?

                                       R e c o m m e nda t io ns f ro m f rie nds a nd f a m ily                                                     58%
                                                              E xpe rt re v ie w o n webs it e s                                 25%
                                                          P ro duc t la be ls o n pa ck a ging                                  23%
                                                        C o ns um e r re v ie w o n webs it e s                                 22%
                                                 Inde pe ndent re v ie ws in publica t io ns                              18%
          P ro duc t s / bra nds t ha t a ppe a r in m o v ie s o r wit hin T V pro gram m e s                            17%
                                                            C o ns um e r o pinio n in blo gs                             16%
                                                    M a nuf ac t ure rs / bra nds webs it e s                           14%
                                                                                        T V a ds                     13%
                                                                              M a ga zine a ds                      12%
                                                                            N e ws pa pe r a ds                     11%
                                                                         E m a il ne wsle t t e rs                  11%
                                            C o ns um e r o pinio n o n m e s s a ge bo a rds                       11%
                                        A ds a t t he c ine ma be f o re t he m o v ie s t a rt s                  11%
                                               A ds o n po st e rs , bus e s / bus she lt e rs                     10%
                                                    C o ns ume r o pinio n in c ha t ro o m s                      9%
R e c o m m enda t io ns f ro m o t her c o ns um e rs who yo u do no t pe rs o na lly k no w                      9%
                                                  A ds t ha t a ppe a r o n s e a rc h engine s                    9%
                                                                                   R a dio a ds                8%
                                                                B a nne r a ds o n we bs it e s                8%
                                                          P o pup o r po p- unde r we b a ds                   8%
                                          A ds t ha t ha v e be e n s e nt t o yo u by e - m a il              7%
                                                                     A ds v ia m o bile S M S                 6%
                                                                      A ds in v ide o ga m e s                5%
                                                                     A ds in v irt ua l wo rlds               5%

                                                                                                     0         10         20          30   40   50   60    70   80   90   100
        Source: QC1. Represents those who trust the respective media channel completely
        Base: All Respondents – Taiwan (n=504)
                                                                                                         42
Country Analysis        7
Thailand




                   43
Top 20 Advertisers Using Digital Media

           Which of the following brands have you seen advertised via digital media?
 Q         (Digital media refers to any form of media communication that takes place with the use of computer technology, including mobile phones,
           advertisements on the web and emails.)



                         Nokia                                                                                           73%

                           KFC                                                                                  68%

                        Honda                                                                                   67%

                        Toyota                                                                                  67%

                         Pepsi                                                                                 66%

               Kasikorn Bank                                                                                   66%

                     Samsung                                                                                  66%

                          Dtac                                                                                65%

                      Pizzahut                                                                            64%

                 Thai Airways                                                                           62%

                      7-Eleven                                                                          62%

                          True                                                                          62%

                    Coca-Cola                                                                           61%

     Siam Commercial Bank                                                                               61%

                         Lay’s                                                                     59%

                  McDonald’s                                                                       59%

                          Sony                                                                     59%

                        Canon                                                                  56%

                           Nike                                                                56%

                        Mazda                                                                55%

                                  0         10       20         30          40         50          60               70         80   90        100
 Source: QA1
 Base: All Respondents – Thailand (n=503)
                                                                           44
Top 20 Advertisers Seen Most Often Using Digital Media

 Q        Which of the following brands have you seen advertised most often using digital media?


                         Nokia                                                                     27%

                         Pepsi                                                               24%

               Kasikorn Bank                                                           21%

                       Toyota                                                      19%

                        Honda                                                18%

                           KFC                                              17%

                    Samsung                                           15%

                      7-Eleven                                    14%

                    Coca-Cola                                     14%

                      Pizzahut                                    14%

                         Apple                                    14%

                          Dtac                                  13%

                          True                                  13%

                         Lay’s                              12%

                   Nature Gift                             11%

                         Sony                             10%

                   One-2-Call                        9%

     Siam Commercial Bank                            9%

                 Thai Airways                    9%

                       Sunsilk                  7%

                                 0          5        10            15             20         25          30   35   40   45   50


 Source: QA2
 Base: All Respondents – Thailand (n=503)
                                                                                  45
         Top 20 Advertisers vs. Top 20 Motivating Advertisers
                                                                                                   Thinking about all types of digital media that each of the brands
              Q          Which of the following brands have you seen
                         advertised via digital media?                                     Q       that you have seen most often have used, did it increase your
                                                                                                   interest in using the brand?


                              Top 20 Advertisers
                              Top 20 Advertisers                                                            Top 20 Motivating Advertisers
                                                                                                            Top 20 Motivating Advertisers
                Nokia                                              73%                                  Nokia    56%                                           96%

                  KFC                                            68%                                     Sony    56%                                          90%

                Honda                                         67%                                       Honda    53%                                           96%

               Toyota                                         67%                                       Apple    53%                                           94%

                Pepsi                                         66%                                    7-Eleven    51%                                           96%

        Kasikorn Bank                                         66%                                         Dtac   48%                                            98%

             Sam sung                                        66%                                          KFC    48%                                          93%

                  Dtac                                       65%                                          Nike   47%                                          92%

              Pizzahut                                      64%                                          Lay’s   47%                                           95%

         Thai Airw ays                                      62%                                    Coca-Cola     46%                                           94%

              7-Eleven                                      62%                                      Pizzahut    46%                                                100%

                 True                                       62%                        Siam Com m ercial Bank    46%                                            98%

            Coca-Cola                                      61%                                        Brand's    43%                                          93%

Siam Com m ercial Bank                                     61%                                        Sunsilk    43%                                          92%

                 Lay’s                                  59%                                              True    43%                                            98%

           McDonald’s                                  59%                                            Garnier    41%                                           95%

                 Sony                                  59%                                              Pepsi    40%                                           94%

                Canon                                 56%                                          One-2-Call    39%                                          91%

                 Nike                                 56%                                              Toyota    38%                                                99%

                Mazda                                 55%                                      Kasikorn Bank     38%                                           95%

                         0         20          40     60               80   100                                  0        20         40        60        80    100
                                                                                                 It significantly increased my interest in using the brand
           Source: QA1                                                                           It somewhat increased my interest in using the brand
           Base: All Respondents – Thailand (n=503)
                                                                                  46          Source: QB1
                                                                                              Base: All Respondents – Thailand (n=503)
Types of Digital Media Seen Being Used

 Q          Which of the following types of digital media have you seen being used by each of the following brands?




                    Sponsored content                                                                       54%



                   Dedicated websites                                                                 48%



                             Banner ads                                                             45%



                              Popup ads                                                  34%



                         Mobile phones                                     20%



                                    Email                            16%


     Advertisements in virtual worlds                6%
            (e.g. Second Life)


      Advertisements in video games                 5%



                                   Others                      11%


                                            0             10           20          30          40     50          60   70   80   90   100


 Source: QA3
 Base: All mentions of types of digital media seen being used – Thailand (2,337)
                                                                                    47
 Trustworthy Media Channels

    Q        Here is a list of different forms of communication. How much do you trust each of them?

                                    Recom m endations from friends and fam ily                                                       53%
                                                     Product labels on packaging                                               45%
                                                      Expert review on w ebsites                                         37%
                                               Manufacturers / brands w ebsites                                         35%
                                           Independent review s in publications                                   29%
         Products / brands that appear in m ovies or w ithin TV program m es                                     28%
                                                                             TV ads                              28%
                                                 Consum er review on w ebsites                                   27%
                                        Consum er opinion on m essage boards                                23%
                                                      Consum er opinion in blogs                           23%
                                               Consum er opinion in chat room s                            22%
                                                                   New spaper ads                          21%
                                                                Em ail new sletters                        21%
                                     Ads at the cinem a before the m ovie starts                           21%
                                                                     Magazine ads                      21%
                                             Ads that appear on search engines                         21%
Recom m endations from other consum ers w ho you do not personally know                               19%
                                          Ads on posters, buses / bus shelters                    16%
                                                         Banner ads on w ebsites                 15%
                                                             Ads in virtual w orlds              14%
                                                    Popup or pop-under w eb ads                 13%
                                       Ads that have been sent to you by e-m ail                12%
                                                                          Radio ads             12%
                                                              Ads via m obile SMS           10%
                                                              Ads in video gam es          9%

                                                                                       0   10         20         30      40     50     60   70   80   90   100
    Source: QC1. Represents those who trust the respective media channel completely
    Base: All Respondents – Thailand (n=503)
                                                                                      48
More breakdown of the findings can be
provided upon request.




Contact info:
Thomas Isaac, Commercial Director
Thomas.Isaac@tnsglobal.com

www.tnsglobal.com.hk




                                        49

								
To top