Online consumption habits grow in Aisa

By: Ben Burrowes, Singapore, Marketing Interactive

• Microsoft and Synovate release findings
• 11 markets surveyed in Asia
• Online the top media consumed

Asia - The internet is the most popular media for business leaders and young people in Asia to consume, according to a new study from Synovate and Microsoft Advertising.

The PAX Affluent Survey for Q1-4 2008 offers insights into the media consumption habits of the affluent population in 11 markets across Asia. The survey confirmed that the internet has become a major medium for marketers to engage with the region's affluent and business executives. The region's affluent segment and business executives spend more than 37% of their media time on the internet, as compared to TV, newspapers and magazines.

The survey also found that business leaders and top management engage the most time on the internet, while the young upmarket audience spends more than 900 minutes per week on the internet.

The Synovate PAX Affluent Survey tracks media, prosperity and influence in 11 markets across Asia, measuring the top 22% of population in the surveyed markets. A total of 1,700 samples per market were interviewed per annum via telephone.

The 11 markets surveyed include Australia (Melbourne/Sydney), Bangkok, Hong Kong, India (Bangalore, Mumbai, New Delhi), Jakarta, Kuala Lumpur, Manila, Seoul, Singapore, Taipei and Tokyo.