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Study suggests brand storytelling boosts consumption in Asia

PR agency Waggener Edstrom has released a regional study that tries to connect consumer behaviour with brand storytelling in the digital space.

Called Content Matters, the study looks at how people interact with brands across different business sectors.

Among the findings, the study shows that Chinese consumers who follow food and beverage brands online spend up to 160 per cent more on F&B products every week, and that consumers in India who follow personal care brands online spend up to 100 per cent more on personal care products.

Finding from the study are summarized here:

ACROSS ASIA-PACIFIC

  • Across the APAC region, Mobile Device brands have the most digital fans and followers; 72% of Asian consumers stated that they follow a Mobile Device brand in the digital space
  • Healthcare and Food & Beverage sectors enjoy the most impact on Asian consumer spending behaviors – with an average increased spend of 129% for Healthcare and 90% for F&B as a result of consumers following these category brands online
  • 78% of Asian digital consumers state they obtain information about product and services using social media

MAINLAND CHINA

  • Chinese consumers who follow Food & Beverage brands online spend up to 160% more on Food & Beverage products every week
  • Consumers in China who follow Personal Care brands online are 14% more likely to recommend a Personal Care brand, product, or service to a friend, family member, or colleague
  • 86% of digital consumers in China actively consume online advertorial content or click on digital ads

INDIA

  • 91% of Indian online consumers use Facebook Frequently or Very Frequently
  • 42% of Indian online consumers use Twitter Frequently or Very Frequently
  • Consumers in India who follow Personal Care brands online spend up to 100% more on Personal Care products per week
  • Consumers in India who follow Travel & Tourism brands spend up to 187% more on Travel & Tourism products per year
  • 83% of digital consumers in India search for the latest deals and promotions from brands on social media

SINGAPORE

  • 28% of digital consumers in Singapore use Twitter Frequently or Very Frequently
  • Consumers who follow Food & Beverage brands spend up to 108% more on F&B products and services per week
  • Consumers in Singapore who follow Healthcare brands online spend up to 172% more on Healthcare-related products and services per purchase
  • 75% of digital consumers in Singapore search for the latest deals and promotions from brands on social media

HONG KONG

  • 39% of online consumers in Hong Kong use WeChat Frequently or Very Frequently
  • Consumers in Hong Kong who follow Mobile Device brands online are 33% more likely to recommend a Mobile Device brand, product, or service to a friend, family member, or colleague
  • 87% of digital consumers in Hong Kong obtain information about products and services on social media
  • 88% of digital consumers in Hong Kong participate in brand campaigns that have contests and giveaways on social media

AUSTRALIA

  • Australian consumers who follow Personal Care brands online spend up to 111% more on Personal Care products per week
  • Consumers in Australia who follow Travel & Tourism brands online spend up to 51% more on Travel & Tourism products and services per year
  • Australian consumers who follow Travel & Tourism brands online are 43% more likely to recommend a product or service to a friend, family member, or colleague
  • Roughly half (48%) of Australian consumers participate in brand campaigns that consist of contests and giveaways on social media

INDONESIA

  • Indonesian consumers who follow Food & Beverage brands online spend up to 90% more on F&B products and services every week
  • Indonesian consumers who follow Personal Care brands online are 20% more likely to recommend a Personal Care product or service to a friend, family member, or colleague
  • 95% of Indonesian online consumers obtain information about products and services on social media
  • 87% of digital consumers in Indonesia search for the latest deals and promotions from brands on social media

SOUTH KOREA

  • 21% of digital consumers in South Korea use KakaoTalk Frequently or Very Frequently
  • 32% of digital consumers in South Korea use Cyworld Frequently or Very Frequently
  • Consumers in South Korea who follow Food & Beverage brands online spend up to 167% more on F&B products every week
  • 77% of digital consumers in South Korea actively consume online advertorial content online or click on digital ads

JAPAN

  • 49% of digital consumers in Japan use Facebook Frequently or Very Frequently
  • Consumers in Japan who follow Consumer Electronics & Appliance brands online spend up to 12% more on Consumer Electronics & Appliances products per purchase
  • Consumers in Japan who follow Food & Beverage brands online are 44% more likely to recommend a F&B brand, product, or service to a friend, family member, or colleague
  • 46% of Japanese online consumers obtain information about brands, products, and services on social media
  • 60% of digital consumers in Japan actively consume online advertorial content or click on digital ads

PHILIPPINES

  • Consumers in the Philippines who follow Travel & Tourism brands online spend up to 160% more on Travel & Tourism products and services per year
  • Consumers in the Philippines who follow Healthcare brands online spend up to 257% more on Healthcare-related products and services per purchase
  • 88% of digital consumers in the Philippines obtain information about brands, products, and services on social media
  • 83% of digital consumers in the Philippines search for the latest deals and promotions from brands on social media

VIETNAM

  • Consumers in Vietnam who follow Personal Care brands online spend up to 156% more on Personal Care products and services per week
  • Consumers in Vietnam who follow Healthcare brands online are 57% more likely to recommend a Healthcare brand, product or service to a friend, family member, or colleague
  • 96% of digital consumers in Vietnam use Facebook Frequently or Very Frequently
  • 24% of digital consumers in Vietnam use WeChat Frequently or Very Frequently

“Our new research reveals a clear relationship between brand storytelling online and increased consumer spending, referrals, and engagement,” said Stephen Tracy, APAC Lead at Waggener Edstrom’s Insight & Analytics practice.  “Put simply, the more consumers engage with brand content, the more they spend on brands.”

The study surveyed over 2,200 consumers between the ages of 15 and 60 in Australia, China, Hong Kong, India, Indonesia, Japan, Philippines, Singapore, South Korea, and Vietnam.

The full report can be accessed here.

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