Traditional media holds Asia's rich

16 October 2014

HONG KONG: Even though digital media consumption is on the rise in Asia-Pacific, traditional media is still the preferred first source of information for affluent consumers, a new survey of 10 regional markets has revealed.

According to the Affluent Asia Study from research firm Ipsos, traditional TV channels have a reach of 61% among the affluent while print has a reach of 32%, Marketing Interactive reported.

These figures rise to 66% and 42% respectively when digital content is added, said Ipsos, which questioned 18,830 people earning at least $43,000 per year.

Its survey did not include mainland China, but covered 13 cities in the 10 markets of Hong Kong, Australia, India, Indonesia, Malaysia, the Philippines, Singapore, South Korea, Taiwan and Thailand.

Ipsos found that TV is still the most popular medium for news (39%), entertainment (47%), sport (47%) and finance (27%), and that the internet – excluding mobile websites – only dominates as a source for travel information (40%).

Print is the second main source for news (23%), joint second with the internet for finance (26%), although it lags behind for entertainment (12%).

CNN is the top news source in terms of monthly multi-platform and daily, weekly and monthly TV reach, the report said. It reaches 34% of Asia's affluent, followed by BBC World News (24%), CNBC (16%), Channel NewsAsia (13%) and Bloomberg (12%).

In terms of monthly reach, CNN scores 27%, followed by BBC World News (18%), CNBC (12%), Channel NewsAsia (10%), Bloomberg (7%), Sky News (5%), Euronews (4%), Al Jazeera English (4%) and RT (2%).

CNN also beats BBC World News in its monthly reach on websites and apps (9% versus 5%).

Elsewhere, Google enjoys more reach among Asia's affluent than any media brand, Mumbrella reported. Nearly three-quarters (72.3%) say they used the search engine over the previous month.

YouTube followed with 63.7% and then Facebook (63.1%), Yahoo (49.4%), MSN (17.4%), Skype (23.9%) and LinkedIn (13.7%).

Data sourced from Marketing Interactive, Mumbrella; additional content by Warc staff