One size does not fit all

Methods of accessing the internet and online media consumption vary significantly throughout the Asia Pacific region. Before planning a campaign it is imperative to understand category touch-points by market and demographic.

Example: Females, 15-34 years, Malaysia and Indonesia

Online penetration is higher in Malaysia (42%) than Indonesia (30%). Once online, 83 percent or more use the internet several times a week. Malaysian women are more likely to access the internet at home or at work (via computers) whilst two thirds of Indonesian women access the interview via a mobile.

Online activities are dominated by social media, with social networking activities accounting for as much as 78 percent of time spent online in Malaysia and 82 percent in Indonesia. There is also a strong tendency for women in Malaysia to download music and video.

In a typical day, Malaysian women show consistent online usage and television viewing peaks at prime-time. Indonesian online usage peaks at lunch-time and television peaks during prime-time.

Understand regional demographics and media usage when planning your campaign

Simultaneous media consumption opens up new possibilities

Nielsen’s 2011 Southeast Asia Digital Consumer Report reveals 71 percent of digital consumers in Malaysia and 45 percent in Indonesia watch television and use the internet at the same time. There is evidence suggesting campaigns that reach the same audience through both the internet and television perform better in terms of branding. There are many opportunities for advertisers to leverage this shift to media multi tasking for deeper and more interactive engagement with these audiences.