Old media still preferred information source for Asia’s rich but Google enjoys biggest reach

Most popular magazine among Asia's wealth

The most popular print title among Asia’s rich

Television, newspapers and magazines are still the preferred first sources of information for Asia Pacific’s richest people, but Google enjoys the highest reach of any media brand among the region’s elite, according to a long-running study by research firm Ipsos.

According to the Ipsos Affluent Asia Study, formerly known as PAX, TV remains the favoured medium for news (39 per cent) among APAC’s most minted, followed by print (23 per cent).

The rich have less faith in websites (21 per cent) and mobile apps (15 per cent) as first sources of news.

TV is also the favoured source for sport, entertainment and financial information, and the internet is only king as a source of travel information.

In the main survey that breaks down reach by medium, the Discovery Channel is the preferred TV option (reaching 45 per cent of respondents), Time for print (18 per cent) and YouTube (64 per cent) follows Google for digital.

Ipsos Affluent survey

Source: Ipsos. Click to enlarge

Google enjoyed more reach among Asia’s rich than any media brand, with 72.3 per cent of respondents saying they’d used the search engine in the last 30 days.

CNN was the top news TV source, with 33 per cent reach, followed by BBC (24 per cent).

The Financial Times was in front for news in print, with 9.9 per cent reach, followed by weekly The Economist (8.5 per cent).

The survey covered a universe of 10 million people in Hong Kong, Australia, Singapore, Malaysia, Thailand, Taiwan, Indonesia, the Philippines, Korea and India, from a sample size of 18,830 between the third quarter of 2013 and the second quarter of this year.

The average age of a survey respondent was 42, the average annual income US$80,000 and the gender 60 per cent male.

Claire Lui

Claire Lui talks to the press

Claire Lui, executive director of Ipsos MediaCT HK, told Mumbrella that the relatively slow migration of Asia’s rich to digital content could be explained by habit and the question of “credibility” still hanging over some content sources online.

The rankings in full:

TV Brands (weighted reach, %)

Discovery Channel 45.4
National Geographic Channel 42.2
CNN 33.0
Star Movies/FOX Movies Premium 28.0
MTV 26.8
STAR Sports 24.3
BBC World News 24.0
FOX Sports 22.2
STAR World 17.7
CNBC 16.5
Channel NewsAsia 13.4
Bloomberg 10.5
Universal Channel 9.8
E! 6.6
Diva Universal 6.2
Australia Network 6.1
NHK World 4.7

Print brands (weighted reach, %)

Time 17.6
National Geographic Magazine 16.4
Readers Digest 13.4
Financial Times 9.9
The Economist 8.5
The Wall Street Journal 7.6
Newsweek 6.8
Fortune 6.7
Forbes 6.5
The New York Times 6.5
Bloomberg Businessweek 5.3
Bloomberg Markets 5.3
Yazhou Zhoukan 3.8
The Daily Beast 1.4

Portals/social media brands

Google 72.3
YouTube 63.7
Facebook 63.1
Yahoo 49.4
MSN 17.4
Skype 23.9
LinkedIn 13.7
Reuters 6.1
CNN Money 3.9


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.



Sign up to our free daily update to get the latest in media and marketing