Integrated communications agency Waggener Edstrom Communications (WE) has released a new proprietary research report titled 'Content Matters: The Impact of Brand Storytelling Online in 2014'. The study surveyed over 2,200 consumers between the ages of 15 and 60 years across 10 Asia Pacific markets including India, to look at the impact of brand storytelling online on driving key consumer behaviours such as brand advocacy, spending and engagement across six business categories.
The survey also notes that 72 per cent of the Indian consumers surveyed follow their favourite healthcare brand on social channels, which is even higher than the Asia-Pacific average for the healthcare sector at 48 per cent.
Across the APAC region, mobile device brands have the most digital fans and followers as 72 per cent 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 behaviours - with an average increased spend of 129 per cent for Healthcare and 90 per cent for F&B as a result of consumers following these category brands online. Moreover, 78 per cent of Asian digital consumers state they obtain information about products and services using social media.
Respondents were asked a series of questions related to how they interact with brands across different business sectors, including Travel & Tourism, Mobile Devices, Consumer Electronics and Appliances (excluding Mobile Devices), Food & Beverage products, Personal Care products, and Healthcare.
Read the entire report here:First Published : January 24, 2014