New Study Tracks Asian Social Media Boom

Lightspeed Research has announced results from the first Asian wave of its Global Web Index survey. The study covers online behavior, motivations and impact and was developed jointly with technology consultancy Trendstream.

The service covers 16 key markets - five in Asia Pacific - and is based on survey data from 32,000 consumers, split by age, gender, income and weight of Internet usage.

GWI results suggest that consumers in Asia are more active online than in any other region, surpassing global averages for using webmail, Instant Messaging, uploading photos, blogging and micro-blogging. Sponsored by Microsoft Advertising, the study also says that with increasing broadband adoption consumers are spending more time online and reducing engagement with traditional forms of media, such as television and newspapers.

Over 70 percent of users spend in excess of three hours per day using the Internet, according to the study, whereas only 38 percent spend more than three hours per day watching television (during weekdays). Asians are also said to be 'leading the online media revolution' compared to other parts of the world: Indian web users are the world's most active Social Network users with 64 percent actively using in the last month, significantly 'ahead' (?) of mature web markets such as the UK (49%), the US (49%) and France (35%).

Kenneth Andrew, Marketing Director at sponsors, Microsoft Advertising Greater Asia Pacific, comments: 'The findings substantiate our view that successful campaigns must include online engagement with very influential groups of consumers. Brands need to be where their consumers are, and in Asia, the consumers are online.' Trendstream MD Tom Smith says the survey shows Asians' 'willingness to participate in a two-way dialogue with brands'. 'As a group', says Smith, 'consumers in Asia are more impressed than their global counterparts when a brand creates an online space or forum to have a dialogue, or to directly engage consumers, or participate in social networks.'

Jenny Armshaw-Heak, Business Development Director at Lightspeed, comments: 'The social web has hit mass market... brands will have to go where these users are and customise their marketing strategy to maximise outreach on social online properties for Asian users.'

WPP firm Lightspeed has offices throughout the United States, Europe and Asia Pacific, and is online at www.lightspeedresearch.com . Trendstream, which also runs global ad hoc research projects, is on the web at www.trendstream.net .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.