2015 is about good old content and brands are aggressively investing in it. The recently released Waggener Edstrom Communications (WE) second edition of its proprietary Asia-Pacific research study, “Content Matters: The Impact of Brand Storytelling Online in 2015” backs the trend more. This year’s report explores the correlation between devices and social media platforms as it relates to purchase behavior, revealing the factors that drive consumer brand advocacy and how those dynamics vary across industry and geography in Asia-Pacific.
The company stated in its release that the 2015 study surveyed over 4,000 consumers in nine key markets across Asia-Pacific, including Australia, China, India, Indonesia, Hong Kong, Malaysia, Philippines, Singapore and South Korea. It also covered nine industries, including Beauty Products, Consumer Electronics (excluding Mobile Devices), Finance & Banking, Food & Beverage Products, Healthcare, Mobile Devices & Tablets, Personal Care Products, Restaurants & Dining, and Travel & Tourism.
The APAC report highlights four key findings:
1. Messaging apps are the go to destination for content sharing: Across all markets, mobile instant messaging applications such as WhatsApp, WeChat and KakaoTalk were among the most commonly used social media networks for content sharing.
2. Discounts and General News are the most enticing on social platforms: The most common reason for following a brand on social media across all markets is to receive access to discounts and promotional content from the brand. Interestingly, the second most common reason is to simply receive general news about the brand.
3. Word of Mouth remains the core source of information: Hearing or seeking information from others remains the most significant source of information for all sectors.
4. Experience-based industries receive the greatest levels of advocacy: Across all markets, experience-based sectors enjoyed the greatest advocacy, including Travel & Tourism and Restaurants & Dining. Those sectors such as mobile devices, which are a visible choice for a consumer, have somewhat less advocacy.
Listed below are the major findings from the Indian market. Download “Content Matters: The Impact of Brand Storytelling Online in 2015” for a comprehensive understanding on other APAC markets.
1. For 52% computers are the preferred primary information device, followed by smartphones with 40%
2. Word of Mouth and Search Engines are the most common sources of information for making purchasing decision
3. 59% of respondents are “very likely” to follow a brand on social media
4. Brands are followed on social media to receive general brand news (29%), discounts and promotions from the brand (27%) and better customer service (23%)
5. Facebook and WhatsApp are the favorite social media networks for sharing content
6. Sharing inspirational content is the most preferred shared content type (20%), followed by funny or entertaining content (18%)
7. Brands – Mobile Devices & Tablets (49%), Healthcare Products (46%), Restaurants & Dining (45%) and Travel & Tourism (45%) are most likely to be recommended to friends, colleagues or family