High Quality
Open the downloaded document, and select print from the file menu (PDF reader required).
The Digital MediaHabits and Attitudeso Southeast AsianConsumers
October 2011
2
Copyright © 2011 The Nielsen Company.
Overview
The current state o the digital marketplace inSoutheast Asia: Evolution or revolution?
Throughout Southeast Asia deep changes are taking place withrespect to how consumers watch and interact with variousorms o media. These changes have been brought about byrapid technological development. From high speed Internetaccess and WiFi to smartphones and tablets, it’s easier now orconsumers to get online than it has ever been.As a result, we have seen strong uptake in digital activitiesthroughout the region and more than ever, the digitallandscape in Southeast Asia is at a turning point. For manyconsumers, digital media is ingrained in their everyday lives,and in some countries Internet usage is even surpassingtime spent on traditional media such as television or print.There is another relatively new dimension within the digitallandscape which is gaining signifcant momentum – that o theInternet-capable mobile device, including smartphones, tabletcomputers, eBook readers, connected games devices or someother hybrid orm that will likely emerge. These mobile devicesprovide on-the-go access to all kinds o online activities suchas social networking, reading news and communication suchas emails. With ownership o mobile devices in the region,particularly smartphones, set to surge in the year ahead,this will have a proound impact on the digital behaviours o Southeast Asian consumers.We have also seen the continued rise o social media, which isrevolutionizing the way digital consumers communicate, share,entertain themselves and others, socialize, orm relationshipsand source inormation. Social media has orever changed theway in which consumers can connect with brands, connectwith other consumers to discuss brands, and read otherconsumers’ opinions and experiences related to brands. Tokeep pace with this revolution, marketers themselves havehad to evolve. Social media has provided more customertouch points, more methods o content and communicationdistribution and more inormation about customers and theirpreerences.In other areas o digital media another revolution has beentaking place – the ‘on demand’, anytime, anywhere nature o media consumption. Supported by multiple device ownership,mobility, greater bandwidth and access to a global pool o content, consumers are sourcing inormation, entertainmentand other tools via the Internet in addition to traditionalmethods. This is particularly true o entertainment contentsuch as TV programs and movies. Behaviours around videouptake indicate opportunities or video advertising, to deliverdigital consumers with compelling messages in the onlineenvironment, to complement those previously confned totelevision.So the online landscape has seen both a revolution and anevolution – revolution in the behaviour o consumers andevolution in the way marketers and content providers caninteract with those consumers and distribute content.
Copyright © 2011 The Nielsen Company.
3
Internet Adoption
For many consumers in Southeast Asia, digital media isingrained in their everyday lives, and in some countriesinternet usage is even surpassing time spent on traditionalmedia such as television or print.
Key Findings
•
Singapore has the highest Internet penetration at 67percent, whilst Indonesia trails the region with just 21percent penetration
•
Most Internet users around the region access the Internet ona regular basis, the vast majority at least several times perweek, i not daily
•
Internet usage is highest amongst younger consumers, anddeclines with age
•
With the exception o the Philippines, men are more likely tobe regular internet users than women
Add a Comment