As reported in this week’s Media, marketers, in their rush to embrace social networking, are neglecting more basic online media formats.  A new Asian survey, conducted by Edelman and Brandtology, indicates that forums and bulletin boards, rather than social networking sites, are key for reaching and interacting with target audiences.

The Digital Brand Index study aimed to identify the most widely talked-about technology brands across Australia, China, Hong Kong, India, Indonesia, Malaysia, Singapore and Taiwan.  The study, which will be expanded to Japan and Korea in the coming months, covered a total of 800,000 mentions of 233 major technology brands on 4,348 online channels including forums, blogs, social networking sites and news websites.

Recent phenomenon Twitter was found to be the most commonly used channel in India and Australia, but in other markets, particularly Southeast Asia, technology-related forums emerged as the main platform for discussion - for example, in Singapore, 90% of conversation took place on forums.

Of the technology sector brands discussed online, Google and Microsoft ranked in the top 10 in all markets.  Google was the most widely discussed brand in both India and Malaysia, while Nokia had the highest number of mentions in China.  The brand Intel was popular in a number of geographical markets including Hong Kong, India, Indonesia and Malaysia and Taiwan.

To find out more about the research we conduct in the Technology sector, please visit: http://b2binternational.com/China/b2bsectors/informationtechnology.php 

Alternatively, to learn more about branding studies, please visit: http://b2binternational.com/China/research/cn/branding.php

A new survey by Omnicom Media Group has revealed some positive findings.  The online research conducted among more than 3,500 consumers (age 18-65) across seven Asia-Pacific markets (Australia, China, Hong Kong, India, Malaysia, Singapore and Thailand) last month, found that most consumers agree the economy has improved over the last 6 months and continues to do so.

Most of the consumers questioned said they plan to continue their disciplined spending behaviour.  However, a significant minority – around 45% in China and 39% in India – is now ready to increase their expenditure.  This compares to 26% in Malaysia, 24% in Hong Kong, 18% in both Thailand and Singapore, and just 8% in Australia.  Although China and India have suffered some slowing of their respective economies, the overall impact of the global recession has been less severe than in many of the other Asian economies.

In Singapore, 20% of consumers have put off the purchase of computers or computer accessories, with one in five also delaying buying a mobile phone handset.

Meanwhile in Malaysia, 35% have postponed automotive purchases, 31% have put off buying computer accessories, and 30% have delayed travel plans.

As well as delaying purchases seen as non-essential, further strategies employed by consumers to deal with the recession have included switching to cheaper brands and using less of a product/purchasing it less frequently.

Businesses in India and China command high levels of trust among their domestic consumers, according to PR firm Edelman’s 2009 Midyear Trust Barometer.

The survey was conducted via telephone interview among 1,675 consumers (in the 25-34 and 35-64 age groups) over the summer in six countries: China, France, Germany, India, the United Kingdom and the United States.

At 75%, India recorded the highest level of trust in business out of the countries surveyed.  China followed, with 60% stating they trust business to do what is right.  48% of those interviewed in the United States trust business to do what is right, up from just 36% back in January.  Similarly, France saw a big jump, from 30% to 41%.

Unlike in previous years, when trust in business and in government tended to move in opposite directions, trust in government is now also on the rise, with a 12-point increase in the U.S. (30% to 42%) and a 13-point hike in India (42% to 55%).  Interestingly, 55% feel business hasn’t done enough to co-operate with government to solve the global economic crisis; only 38% lay this claim against government.

Trust in all the major industries surveyed went up across the six countries.  The technology sector is now 15 points ahead of the next most trusted industry – biotech/life sciences.  Banks, automotive, and insurance sectors stabilised during the period with banks being the no. 2 most trusted industry in China and India.  In the U.S.A., trust in every industry – with the exception of technology, which was already very high – experienced double-digit growth.  Trust in the pharmaceutical and auto industries each jumped significantly – from 39% to 53% and from 32% to 46% respectively.

96% of Chinese and 81% of Indians surveyed say their country is ‘headed in the right direction’, compared to 47% in America and Germany, 37% in the U.K. and 31% in France.  Furthermore, almost 70% of those in India and China rate the reputation of large multinationals as good or excellent compared to just 30% of Americans, 29% of Germans, 24% of French and a mere 13% of British.

When asked what companies could do to rebuild trust over the long term, treating employees well (94%), having transparent business practices (93%), maintaining quality products and services (93%), and communicating frequently and honestly (91%) top the list.

The public places great importance on business’s commitment to finding solutions for issues such as global warming, energy costs, and access to affordable healthcare; however, 71%, 70%, and 64% respectively feel business has not done enough to create solutions to these challenges.

Asia Research (http://www.asiaresearch.com.sg/), Asia’s Market Research & Market Intelligence Journal, has reported in its latest issue some of the findings of a survey it conducted earlier this year.  The online survey of more than 250 agency-side market researchers gives us insight into the changing face of the market research industry in light of the global economic difficulties. Some of the survey’s main findings are shared with you here.

2009 has been a challenging year for the market research industry in Asia – as in the rest of the world.  In the main, clients’ budgets are lower in 2009 than they were in 2008 – typically 30% lower (although, of course, there have been some clients who have increased their market research spend).

One of the main ways in which many market research companies have been affected has been in their personnel.  Particularly hard hit have been the regional hubs of Singapore and Hong Kong – as well as in India, which has been one of the fastest growing research markets in recent years.  Interestingly, though, only 17% of senior managers interviewed stated that they have a recruitment freeze and 58% say they will hire full-time staff – at all management levels – in the next six months.

More common than redundancies have been caps placed on remuneration – including pay freezes (39%) and removal of bonuses (32%).  Other cost-cutting measures implemented have included less capital expenditure (27%), less corporate travel for business development purposes (24%), a freeze on expansion (24%), and less advertising (19%).

Those working in Australia and Indonesian market research agencies have felt less affected than many others by the recession; unsurprising given that these markets have generally been less impacted by the global economic slowdown.

2009 can be classified as a hirers’ market, with a number of high quality market researchers currently unemployed as a result of companies’ retrenchment.  In fact, only 8% of those currently in employment feel their jobs are at risk in the coming six months (although 22% of senior managers expect to have to make further redundancies in the same period).

In spite the gloom, many of the market researchers surveyed are optimistic about next year.  Only 5% think that the prospects for the market research industry in 2010 will be worse (1% say ‘much worse’ and 4% say ‘somewhat worse’).  By contrast, 67% are feeling positive (42% saying ‘somewhat better’ and 25% saying ‘much better’).  The remaining 27% think things will be about the same or aren’t sure.

The sectors that will offer the best growth opportunities in 2010, in the views of 114 senior managers, are:

·          Healthcare/Pharmaceutical (46%)

        ·          FMCG/Consumer (39%) 

·          IT/Telecommunications (37%)

        ·          Banking & Finance (37%) 

·          Government (24%)

        ·          Media (17%) 

·          Travel & Tourism (16%)

·          Manufacturing/Industrial (14%).

An additional 69 clients – or market research buyers – were also asked a number of questions.  29% of these expect their budgets to increase next year, versus 11% who believe they will decrease. Of those expecting an increase, they think their budgets will rise by, on average, around 20%.

B2B International, like other market research agencies, has had to adapt its services and offerings to meet changing client demands.  What does remain, however, is our promise to work out the best way to meet your research objectives at a competitive price, adding value and insight wherever we can.

Media magazine (www.media.asia) recently published the results of its ‘Asia’s Top 1,000 Brands’ survey.

Covering Australia, China, Hong Kong, India, Japan, Korea, Malaysia, Singapore, Taiwan and Thailand, the survey looked to rank the best and most trusted Asian brands across 11 major product and service categories, including: automotive, financial services, food & beverage, and media & telecommunications.

Many of those featuring highly in the list will be familiar names to both Eastern and Western markets and consumers alike.  Some strong brands which are less well recognised outside of Asia include: Lotte at no.21 (Sweets & candy); Meiji at no.29 (Food & drink); and Shiseido at no.41 (Cosmetics).

The Full Top 10 list is:

1.     Sony (Consumer Electronics)

2.     Samsung (Electronics/White goods)

3.     Canon (Camera/Office equipment)

4.     LG (Electronics/White goods)

5.     Panasonic(Consumer Electronics)

6.     Hewlett-Packard (Computers)

7.     Nokia (Mobile phone)

8.     Apple (Consumer Electronics)

9.     Google (Search engine)

10.   Coca-Cola (Soft drinks) 

Last year, an increase in demand for whisky from China and India – two of the world’s biggest and fastest growing economies – was largely responsible for strong growth and expansion among Scotch whisky makers.  This year, Chinese demand in this specialist beverage market is said to be causing a global whisky shortage!

In 2007, total global sales of all whiskies amounted to 495 million liters.  In 2008, malt whiskies demonstrated a 5% increase in worldwide sales, with even higher sales growth in China.

According to the Scotch Whisky Association, $1 billion has been invested across the Scotch whisky industry for 2008-2009, much of which is expected to be used to expand production capacity.

90% of all Scotch whisky produced is exported; exports rose 4% to a record $5 billion in 2006. At this time, whisky sales accounted for 25% of Britain’s total food and drink exports.

Sales in China have been soaring – rocketing from $2 million in 2001 to $1.1 billion in 2006 (helped by a 65 to 10% drop in tariffs in 2001).

However, the sheer size and the preferences of the Chinese market are now causing a global shortage at the top end of the market (for 12-year-old and older malts).  Reports claim that so much whisky is being exported that distilling companies in Scotland have been forced to ration supplies.

To find out more about the work we do in the Food & Beverage Industry, call +86 (0)10 6515 6642 or visit: http://www.b2binternational.com/China/b2bsectors/food.php