HONG KONG: McDonald's, Nokia and KFC are among the companies making the most effective use of digital media to connect with Asian consumers.
Media, the industry title, partnered with TNS, the research firm, to survey 3,000 people aged 15–39 years old in China, Hong Kong, Malaysia, Singapore, Taiwan and Thailand.
Their study aimed to gauge popular perceptions about the new media activity of some of the biggest advertisers in the region, as identified via adspend data from Nielsen.
More broadly, the report sought to ascertain the views of participants regarding the use of the internet as a marketing tool.
It found that the web received a relatively low rating in terms of its trustworthiness on this measure when compared with other forms of media.
This trend was particularly pronounced in Taiwan and China, while participants in Malaysia and Thailand delivered a more favourable response.
Multinational companies out-performed their local rivals in terms of the awareness of their online activities, and even improved their status in China when compared with a similar study last year.
McDonald's headed the list of the region's leading digital brands overall, and was followed by Nokia and KFC.
Coca-Cola and Nike completed the top five, with Sony, Samsung and Nestlé featuring in the top ten.
More specifically, KFC claimed pole position in China, with Nokia, China Mobile, McDonald's and Coca-Cola also performing strongly.
Nestlé, Alibaba, Pepsi, Nike and Samsung were the other advertisers that had made a significant impression in the world's most populous nation.
McDonald's claimed first place in Hong Kong, with Disney in second and HSBC in third, while domestic players also made more of an impact among respondents living in this area compared with China.
This group included Octopus, the smart card payment system, Ocean Park, the marine-based tourist attraction, and MTR, which operates the local metro network.
AirAsia, the air carrier, won the poll in Malaysia, and recorded the best individual awareness score across all of the nations assessed.
Three telecoms companies headquartered in Malaysia made the country's top ten, in the form of Maxis Communications, DiGi and Celcom.
In Singapore, SingTel, StarHub, and M1, all of which are active in the national telecoms industry, were joined by Singapore Airlines and DBS bank among the brands recognised for their online presence.
7-Eleven, the convenience store group, Yahoo Shopping and McDonald's comprised the top three in Taiwan, with Nokia, One-2-Call and Dtac, two more telcos, claiming these positions in Thailand.
Data sourced from Media; additional content by Warc staff