HONG KONG: Some 55% of consumers in Asia Pacific research their purchases on the web before finally buying a product, a figure that reaches a peak in the FMCG category, according to figures from Synovate and Microsoft Advertising.

Asia Pacific is home to some of the most advanced digital markets in the world, with many consumers adopting a wide range of new devices as part of their everyday lives.

The two companies conducted a survey of 8,000 consumers in China, Hong Kong, India, Indonesia, Japan, Malaysia, the Philippines, Singapore, South Korea, Taiwan and Thailand.

A total of 84% of its respondents who made purchase decisions in their households looked on the internet to research products in the personal care, food and beverages sectors prior to buying them.

From among this group, a further 96% said accessing information on the web helped them make the decision to buy at least one brand, with online ads also influencing their choices 44% of the time.

On average, consumers in these countries use the web for 15 hours a week at home and at work, compared with just six hours watching television, Synovate and Microsoft Advertising found.

Just under two-thirds of respondents go online to look for news, while 61% access the net for music, 35% look for games, and 32% search for coupons offering money-off brands and products.

Data sourced from Brand Republic (Asia); additional content by WARC staff