Digital Consumer View 2016 (Asia)
Asia is in the midst of the great digital revolution with an explosion of options for smart devices, social media interactions and eCommerce transactions.
While this metamorphosis has greatly enabled and empowered consumers, it has also challenged the effectiveness of businesses in the way they communicate and market to the modern, savvy digital consumer. Organisations now increasingly find themselves having to focus on consumer centricity in a bid to outperform and stand out against their competitors. For marketers, therein lies the need to go beyond grasping industry trends and best practices, to understanding the behaviors, preferences and needs of consumers.
That is why the Digital Consumer View report is so important. It presents a true on-the-ground view of consumer sentiment in relation to digital marketing and helps marketers better align and optimise their marketing strategies.
Commissioned by Experian, IDC conducted an online survey with more than 1,200 digital consumers across six Asian markets: Singapore, Malaysia, Indonesia, Thailand, Hong Kong and China.
The findings revealed:
- The combination of rising incomes, increased consumption, acceleration of Internet use, and the proliferation of mobile broadband access is unlocking massive opportunities for mobile marketing in Asia
- Regional trends show that while "traditional" digital marketing channels including SMS and email remain valuable, the rapid adoption of connected mobile devices in parallel with the evolution of analytical software is pushing customer engagement to "newer" channels including social media, chat applications, and app notifications.
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