Synovate PAX delves into media consumption, psyche and lifestyle of Asias movers and shakers

Company release, October 6, 2004

New Delhi

Synovate, a leading global market intelligence company, today released data from the Pan Asia Pacific Cross Media Survey (Synovate PAX) for Q3 2003 to Q2 2004.

As part of the survey, ownership and buying intentions for a range of products are continually tracked across the markets. In addition, attitudes towards media and brands and lifestyle information is now included.

This information gives media organisations and agencies even greater insight into what's driving affluent Asians at any particular time - ensuring they make savvy advertising and marketing decisions.

Some examples of these findings up to mid 2004 are:

PSYCHOGRAPHICS

Insights into attitudes towards media and brands

PAX respondents are asked about their attitudes to a range of statements, which are designed to pick up attitudes and beliefs about purchasing, advertising, brands and products.

Steve Garton, Media Director - Asia Pacific for Synovate said that the Top Management segment typically rate higher than average across most of the statements.

"This indicates their leadership role at work and in society - although it does not seem to hold true when it comes to enjoying the fun of shopping. No doubt they are too busy!"

Some statements examined were:

"Im often one of the first to buy new products/ gadgets"

Jakarta takes the top place for agreeing or agreeing strongly, a sign that the elites in Indonesia are hungry to improve their lifestyles and are clearly early product adopters.

Overall, males tend to be more likely to try a new product.

Top Management are ahead of the 10 country average by a significant margin, no doubt linked to their higher income and therefore their ability to be acquisitive.

"Paying extra for quality is worthwhile"

There are very high agreement levels with this statement overall, with over half to three-quarters saying so across all markets. This shows that PAX eligibles appreciate quality.

"I have great trust in products I have seen advertised"

North Asian elites display the highest levels of trust. In Seoul, 40% show this attitude followed by Taipei at 37%.

"I prefer to buy well known brands"

Interestingly, the further south one looks, the higher the score - Sydney and Jakarta register the highest agreement levels at 56%. Following are Bangkok and India, at one in two preferring well known labels.

"It's important to have an international perspective"

There are high overall levels of agreement with this statement - notably so in Jakarta (85%), a place with substantial development potential ahead and clearly outward looking.

Two in three (66%) of the region's Top Management share this view.

"I pride myself on being well informed"

Jakarta is again at the top on this measure with a score of 70%.

Men are substantially ahead of women - or at least thats what they say! 53% of men across the region agree with this statement, compared to 43% of women.

"I prefer to be a leader of a group"

Not surprisingly, two thirds of the region's Top Management share this view.

Men are 17% ahead of women.

"Keeping up with technology is key to my success"

The lowest scoring markets are Seoul and Sydney, each at 34% - they are two of the more advanced cities in the region who may already feel they are top of the game.

Jakarta has the highest drive to keep abreast of developments with 68% agreeing with the statement.

Men also have greater interest than women, with 52% agreeing versus 42% of female respondents.

"A home with most modern appliances is important to me"

Men are ahead here with 37% and women appear a bit less gadget-conscious with 33%.

Almost half of the PAX eligibles in Kuala Lumpur like to stock up on the latest items.

"Well known foreign brands usually better quality"

Overall, around 1 in 4 respondents hold this view. The highest score was in Kuala Lumpur (34%) and the lowest in Sydney (14%), indicating that Sydney-siders may trust homegrown brands more.

"I enjoy the fun of shopping"

Half of women and a third of men agree!

Nearly two thirds of PAX eligibles in India and Jakarta get their kicks from shopping, possibly related to new-found wealth... but just 24% of Seouls upper class have this view.

"I prefer to buy designer goods/ brands"

People in India, Kuala Lumpur and Top Management across the region are the most likely to have this view, at 44%, 29% and 26% respectively.

"Adverts are a good way to learn about new products"

Well over half of the moneyed elites agree that advertising helps them and in every country the scores were 50% or more. Jakartas elites seem the most influenced by advertising with 68% agreeing with the statement.

"I try to keep up with developments in technology"

Over half see this as important across the 10 markets, with the highest score in Jakarta (73%).

Men are 12% ahead of women.

"I sometimes like to treat myself to something special"

Residents in Bangkok, Singapore and Sydney admit to being the most indulgent, at least on occasion, scoring around 56%. People in Taipei were least likely to treat themselves.

"I will buy a new product or service if it makes life more enjoyable"

Close to half of PAX eligibles agree with this statement, with Jakarta heading the list of hedonists.

"Im prepared to consider buying new brands"

The marketers of Taipei and Seoul need to put the most work into convincing these early product adopters to experiment with brands (16% and 26% agreed), whilst those in Sydney appear to be the most easily tempted (63%) - or less loyal, depending on how you look at it.

LIFESTYLE

How Asia's elite relax and play

A series of questions were posed to respondents to gauge how they spend their leisure time. A selection of findings appear below:

Soccer is a passion for one in three in the region and is more than twice as popular compared to the next range of sports such as cricket, tennis and basketball.

Close to half of the PAX elites in Kuala Lumpur, Jakarta and Bangkok follow the soccer in the media or attend matches.

Its more a mans sport, at almost double the number of males being interested than women.

Three countries stood out as being less connected with soccer. The wealthy in Manila prefer basketball (57%), whilst in India it was cricket - probably better described as a national obsession - at two thirds of all those with high incomes.

In Taipei, only baseball managed to attract the attention of a quarter of the audience. Instead, rich Taipei residents turn to cinema and art galleries (at 36% and 26% respectively going in the last 6 months).

Top management was the group with the highest score for golf, in terms of interest (21%), playing the sport (15%) - as well as golf club membership (13%).

Sydney was the top city for the performing arts and movie going: three quarters of this citys better off residents went to the movies in the past 6 months. This compares to 36% in Taipei and Jakarta.

The highest spenders on quality wine in an average month are from Sydney and Hong Kong, laying out around US$250 monthly. It's fair to say that in Sydney, this represents a greater volume of quality wine!

Hong Kong residents also spent the most monthly on cosmetic/fragrance/perfume/after shave/cologne, at US$101.

Monthly billing on charge and credit cards and supplementary cards was highest in Sydney, at US$1,506 - equalling Top Management across the region. There is early evidence that spending is up versus the results to Q1 2004.

PURCHASE INTENTION - NEXT 12 MONTHS

What's on the shopping lists of Asia's movers and shakers?

Overall, the results show increasing confidence and purchase intentions across luxury items and technology, indicating a buoyant year ahead for these items.

The highlights of the results to Q2 2004 are:

An overall 20% of respondents said they intend to buy a new car;

13% intend to buy a new mobile phone;

10% intend to buy quality designer goods, and fashion accessories, although its the women who are driving this at 12% versus 9% for males; and

9% intend to buy flat screen TVs, and 9% intend to purchase a LCD/ Plasma TV.

Please note

The information on this Fact Sheet comes from a base of respondents from 10 markets -Singapore, Hong Kong, Korea, Taiwan, Malaysia, Philippines, Thailand, Indonesia, India and Australia.

What is Synovate PAX?

The Synovate PAX survey tracks media, prosperity and influence in eleven markets across the Asia Pacific region - Singapore, Hong Kong, Korea, Malaysia, Thailand, Indonesia, Philippines, Taiwan, India, Australia and Japan.

Synovate speaks with affluent Asians every day of the year to get the answers to questions like:

What do Asias business decision makers read and watch?

How have regional and world events impacted media consumption?

Which products have been embraced by innovators and early adopters?

This critical information helps media organisations, agencies and marketers to understand what Asias most influential consumers are reading, watching, using and buying. It is information that is central to continued success in the rejuvenated markets of Asia.

For further information please contact:

Madhurima Bhatia

Manager-Communications

Mobile : 9811206662

Phone : +91 11 2660 2767/2768/1672/1673

Synovate India

E-28 Saket

New Delhi 110 017, India