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Affluence and Aspiration in Asia
Synovate has released data from the Pan Asia Pacific Cross Media Survey (Synovate PAX) for Q2 2003 to Q1 2004. The survey tracks media, prosperity and influence by talking to affluent Asians in eleven markets across the region.
The eleven markets are Singapore, Hong Kong, Korea, Malaysia, Thailand, Indonesia, Philippines, Taiwan, India, Australia and Japan. The survey covers the top 20% of adults in terms of income.
Topics include:- What do Asia's business decision makers read and watch?
- How have regional and world events impacted media consumption?
- Which products have been embraced by innovators and early adopters?
Steve Garton, Media Director for Synovate, said that the constantly updated results show that regional print and broadcast media remain fundamental to reaching affluent consumers right across Asia Pacific, with no statistically significant change in audience reach between the two quarters, at an individual channel and title level.
There are new features for this wave of the survey. For the first time, the survey now links regional media with affluent lifestyle data and psychographics. 'Now we have an even greater understanding of these consumers as people' says Steve Garton '- not just how they interact with the marketplace, but why. And regional media can be seen as a cost efficient method to deliver messages to these innovators and early product adopters'.
The regional breakdown has also improved. 'Asia Pacific is a large region and not homogenous' says Garton. 'For this reason, the results now show the whole region as well as being presented by the region's typical marketing zones - Japan as a stand alone, Australia as a stand alone and Asia only (excludes Japan and Australia)'.
Some of the more interesting lifestyle findings concern attitudes to sport. Soccer is a passion for many in the region, with three main exceptions: the wealthy in Manila prefer basketball (55%); in India cricket is the national obsession (64%); and the rich in Taipei seem to ignore sport in favour of cinema and art galleries (34% and 26% respectively going in the last six months).
Golf is also popular, particularly among top management, of whom 21% are interested and/or participate, and 13% belong to a club.
The following are among the psychographics findings:There is strong agreement with the statement 'I'm often one of the first to buy a new product / gadget' in India and Indonesia - a sign that the elites in these countries are hungry to improve their lifestyles and can be considered early product adopters. Generally, top management in the PAX region are ahead on this by a significant margin which can be linked to higher income and the ability to be acquisitive.- 'Paying extra for quality is worthwhile' - there are very high agreement levels for this statement across the whole PAX universe.
- the highest agreement with the statement 'It is important to have an international perspective' is found in Jakarta (82%) - a city with substantial development potential and clearly with elites who are outward looking. Two thirds of the PAX region's Top Management share this view.
- 'I pride myself on being well-informed and up-to-date' - Jakarta is again at the top, along with India (64%). 53% of men across the region agree with this, compared to 45% of women.
| Past
7 Days TV Viewing,
reach into PAX universe |
Past
7 Days Viewership
Target: Total PAX
Sample
All figures are %
reach |
| |
11mkts
|
10mkts |
9mkts |
Sydney |
Tokyo |
| Sample
size |
18,953
|
17,521
|
15,855
|
1,666
|
1,432 |
| Project
universe |
12,948,000 |
8,246,000 |
7,541,000 |
705,000 |
4,702,000 |
| Animal
Planet |
5.9 |
7.8 |
8.0
|
5.8 |
2.5 |
| AXN
Asia |
6.2 |
8.4 |
9.2 |
- |
2.3 |
| BBC World
|
8.4 |
10.8 |
10.3
|
16.3 |
4.1 |
| Bloomberg
Television |
2.0 |
1.9 |
1.7 |
3.8 |
2.3 |
| Cartoon
Network |
7.7 |
9.6 |
9.6
|
9.6 |
4.4 |
| Channel
[V] International |
0.7 |
1.1 |
1.2
|
- |
- |
| Channel
NewsAsia |
3.5 |
5.5 |
6.0
|
- |
- |
| CNBC*
|
5.8 |
6.1 |
6.0 |
7.3 |
5.2 |
| CNN |
15.1 |
19.6 |
19.4
|
22.0 |
7.1 |
| Discovery
Channel |
21.4 |
30.6 |
31.0
|
26.4 |
5.2 |
| Discovery
Travel & Adventure
|
2.2 |
3.4 |
3.8 |
- |
- |
| ESPN
|
9.4 |
14.7 |
15.1
|
10.0 |
- |
| Hallmark
Channel |
3.0 |
4.7 |
4.5
|
6.8 |
- |
| MTV |
13.0 |
17.1 |
17.4
|
13.2 |
5.8 |
| National
Geographic Channel
|
15.4 |
23.9 |
24.0
|
22.5 |
- |
| Nickelodeon
|
1.5 |
2.3 |
1.9
|
6.4 |
- |
| Phoenix
Chinese Channel |
3.4 |
5.4 |
5.9
|
- |
- |
| Sport-i
ESPN |
0.9 |
- |
-
|
- |
2.4 |
| STAR Movies
|
9.4 |
14.8 |
16.0 |
1.6 |
- |
| STAR Sports |
7.1 |
11.2 |
12.0
|
2.4 |
- |
| STAR World
|
4.3 |
6.8 |
7.4 |
- |
- |
| Source:
PAX Q2 '03 to Q1 '04 |
| Average
Issue Readership (AIR),
reach into PAX universe |
Average
Issue Readership
Total PAX Sample
All figures are %
reach |
| |
|
10mkts |
9mkts |
Sydney |
|
| Sample
size |
17,521
|
15,855
|
1,666
|
| Project
universe |
8,246,000 |
7,541,000 |
705,000 |
| Asia Inc.
|
0.4 |
0.5 |
- |
| Asiamoney
|
1.1 |
1.2 |
- |
| The Asian
Wall Street Journal
|
0.6 |
0.6
|
- |
| Business
Traveller |
1.5 |
1.5 |
1.8 |
| BusinessWeek
|
2.5 |
2.5
|
2.7
|
| CFO
Asia |
0.5 |
0.5 |
- |
| Far Eastern
Economic Review |
1.0 |
1.0 |
0.3 |
| Financial
Times |
0.6
|
0.6
|
1.1 |
| Forbes
|
0.6 |
0.6 |
0.6 |
| Fortune
|
1.6 |
1.6 |
1.3 |
| International
Herald Tribune |
0.4 |
0.4 |
- |
| National
Geographic |
7.4
|
6.0 |
21.7
|
| Reader's
Digest Chinese |
4.4 |
4.9 |
-
|
| Reader's
Digest English |
8.8 |
8.0 |
17.2 |
| The Economist |
1.7 |
1.6 |
2.6 |
| Time
|
5.8
|
5.4 |
10.3
|
| Total
Newsweek*
|
4.7 |
4.3 |
8.8 |
| Total
Reader's Digest**
|
14.4 |
14.1 |
17.2 |
| USA Today
|
0.3
|
0.4
|
- |
| Yazhou
Zhoukan |
1.5 |
1.6 |
- |
| |
|
|
|
Source:
PAX Q2 '03 to Q1 '04
* Includes Newsweek
and The Bulletin with
Newsweek **
Includes Reader's
Digest English, Reader's
Digest Chinese,
Reader's Digest Thai/Sansara
and Reader's Digest
Korean. |
* Includes CNBC Asia, CNBC Hong Kong, CNBC Singapore, CNBC India, MBN-CNBC, CNBC Australia and Nikkei CNBC
Notes: Where 11 markets are indicated, these are Tokyo, Seoul, Taipei, Hong Kong, India (3 cities), Singapore, Kuala Lumpur, Manila, Jakarta, Bangkok and Sydney. 10 markets - this minus Tokyo; 9 markets - this minus Tokyo and Sydney. The three Indian cities are New Delhi, Mumbai and Bangalore. Print media is not measured in Tokyo - only TV.
Synovate's web site is at www.synovate.com
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