SINGAPORE: Asia's business leaders are embracing digital platforms, but print formats remain strong, according to a new study.
Researcher Ipsos investigated the media consumption habits of more than 259,000 senior business executives in Asia for its 2015 Business Elite – Asia report. These people commanded an income of more than US$194,760 and controlled an average US$4.6m in business purchases.
The survey, reported in Campaign Asia-Pacific, revealed that their support of print publications showed no sign of waning, with 96% still buying magazines and newspapers regularly.
But as publications digitise their offerings – including multi-platform print and online subscriptions – 94% were also consuming media via smartphone or tablet.
The average respondent purchased nine different print publications each month, and accessed an average 12 different online publications.
Readership numbers indicate that news or business publications – both in print and online – provide the best platforms for brands seeking to target Asia's business elite. Time, Forbes, the Financial Times, The Economist and BusinessWeek all enjoy readership of more than 25% of this group regionally.
For luxury brands, including high-end fashion, automotive and travel, print ads in well-read traditional media alongside targeted digital ads for tablets can provide increased visibility among target audiences, with tablets also providing an added level of interactivity that increases engagement.
A 2014 study indicated that tablet edition readers appreciate the digital magazine format and see advertising as an essential part of the magazine experience. Among those who recalled at least one ad from a given digital magazine, 62% believed that interactive features provided them more information.
Data sourced from Campaign Asia-Pacific, Digital Market Asia; additional content by Warc staff