Strategy Implications:

• Use digital to reach women during the day and to compliment television in the evening
• Leverage mobile usage in Indonesia for incremental reach

Conclusion

Throughout Asia Pacific media consumption habits are changing at a rate not seen for many years. Brand experience sharing through social media, online product reviews and opportunities to buy online are changing the game. Similarly, consumers’ exposure to marketing messages delivered via new and emerging media such as the internet, rich media (for example, online video), and smartphones is resulting in an expanded number of touch-points where brands can engage. These changes present endless opportunities for marketers, the key is staying one step ahead and anticipating where the market will move to next. This can only be achieved when marketers have a clear understanding of exactly who their target audience is, how they are consuming media and, ultimately, how their media consumption habits are impacting on their purchase decisions.