Media consumption is shifting. Fast

Nielsen’s global media consumption index shows that Asia (excluding Japan) and BRIC nations surpass Europe and western markets on television viewing and video consumption via internet or mobiles.

Increasing ownership of internet-enabled devices has also resulted in simultaneous media consumption or ‘media multi-tasking’. In Southeast Asia, accessing the internet whilst watching television is the most common media multi-tasking activity, occurring at least several times per week.

Strong trust in social media

Although television still reigns (9 out of 10 people in Southeast Asia watch ‘Free to Air TV’), online has grown rapidly in reach and influence in the last decade and according to Nielsen’s 2010 Global Online survey 40 percent of online consumers in Asia Pacific claim to view online product reviews for purchase decisions. Even more interesting is the strong influence of social media in developing markets such as Vietnam, China, Thailand, Philippines and Indonesia, where more than 60 percent of respondents profess to the influence of social media – much higher than mature markets like Japan, Australia and New Zealand.

Mobile phones – The next frontier

With many markets in the region restricted by broadband infrastructure limitations and low access to computers, the ubiquitous mobile phone is predicted to change the game. Latin American and Asia Pacific consumers demonstrate the highest inclination to possess smartphones and use mobile phones for transactions.

As mobile phones evolve to become online advertising platforms, internet audience reach has the potential to multiply by as much as eight-fold for India, three – to four-fold for Thailand and Indonesia and double in China.