Starcom study: Google+ users 25% more likely to post opinion about brand than Facebookers

Media agency Starcom has released a consumer insights study on Malaysian internet users.

Among the findings from the study, online video viewing has decreased TV viewership among 40 per cent of Malaysians, and Google+ users are 25 per cent more likely to post an opinion on a product or service in social media than Facebook users.

The announcement:

Starcom MediaVest Group in Malaysia has launched Catalyst 2.0– a study initiated to effectively develop communications strategies in today’s holistic environment. The study integrates the best of SMG’s proprietary apps that provide consumer insights and in-depth analysis that support the agency’s planning and buying systems.

This is the fourth year running of Catalyst with fresh research insights revealed today.

Insights from Catalyst 2.0 in Malaysia

– 38% of total urban Malaysian watched online video clips, where 4 out of 10 agreed that watching online video content have reduced their time spent on TV

– 47% have an account in social networking sites where 98% of them have Facebook.

– Facebook users ‘liked’ 10 brands in average. Males ‘liked’ the brand page in order to receive news feed while females want to connect and share experience with like-minded people

– Google+ users are 25% more likely to post an opinion on a product/service in social media than Facebook users

– Experienced moms desire for more control in life while first time moms long for something to believe in life

– 4 out of 10 men use skin care product to improve their skin condition, appearance attractiveness

– An urban female spends averagely 11 min daily on her skin care routine. 15-24 years female spends lesser time at 9.8 min. She increases time spent to 11.6 min as she gets to the age of 25-34 years. She is most attentive to her skin care routine around 35-44 years, spending 11.9 min daily. The time spent drops significantly to 9.2 min when she is around 45-59 years

– When choosing banking service, efficiency of service is more important to the PMEB compared to the general white collar worker who prefer ease of use of banking service

How will the research help brands?

· Brands can understand human desires which creates insights for brands
· Brands can identify the most profitable target segment
· Brands can identify media interaction and brand perception that drive purchase intent
· Brands can evaluate the business situation ahead of marketplace
· It enhances the communications development planning process giving a competitive advantage for brands

Quote from Nick Drew, Managing Director, Starcom Malaysia

“Consumers’ needs and how they consume media is changing rapidly and fragmenting. Traditional methods of measuring audiences and how much of a particular medium they consume is becoming increasingly irrelevant as we move to a communication model of one to one interactions.

Catalyst 2.0 allows us greater precision to determine which medium has a greater propensity to drive intent/sales and more importantly, what the life-time value of those individuals are to our clients’ business. It can put our clients business in an advantageous position versus competition.

Personally, what I like is that it covers East Malaysia when so many marketers are asking for information in this space. We now have the data at our finger tips.”

Source: press release


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