CONTENT MATTERS 2014 Understanding the relationship between digital content, consumer decision-making and ROI for brands in 2014 A Waggener Edstrom Market Research Report Greetings from Waggener Edstrom! Waggener Edstrom today announced the launch of a new, proprietary report entitled Content Matters: The Impact of Brand Storytelling Online in 2014 in APAC. WE’s ground breaking 2014 study across 10 Asian markets explores the relationship between content marketing and ROI. The results uncover valuable insights about how Asian consumers spend, advocate, and engage with B2B and B2C brands across APAC. More information in the press release, full report, and infographic below and attached. - Zaheer Nooruddin

1. CONTENT MATTERS
THE IMPACT OF BRAND STORYTELLING ONLINE IN 2014
ASIA-PACIFIC
Today, content marketing is all the buzz. It is a term frequently used by marketers and practitioners to
describe, very broadly, a discipline that revolves around brand communications and audience
engagement. Our findings show that the impact of content marketing is real, measurable, and highly
impactful across the Asia-Pacific region not just for the brand, but for its customers as well.
The insights highlighted below provide a quick overview of how consumers are exposed to content
marketing. Download the full report to find out how brand storytelling is impacting the region.
SOCIAL MEDIA USAGE
To learn more about social media usage and consumer behavior, we asked respondents in each market to tell us about
which social networks they use the most. Respondents were presented with a list of the top social networks by registered
users within each market, and were then asked how frequently they use the social network.
ASIA-PACIFIC
27%
of digital consumers
across APAC use
Twitter Frequently or
Very Frequently
(excluding China)
66%
of digital consumers
across APAC use
Facebook Frequently
or Very Frequently
(excluding China)
SOCIAL MEDIA SUBSCRIPTION
To learn more about consumer relationships with brands on social media, we asked respondents to tell us if they follow their
favorite brand(s) on social media according to the 6 business sectors covered in the research: Mobile Devices, Consumer
Electronics & Appliances (excluding mobile), Food & Beverage, Personal Care, Travel & Tourism, and Healthcare.
ASIA-PACIFIC
82%
of digital consumers in the Asia-Pacific region follow their
favorite brands on social media. The graph reveals the
higher percentage of consumers and the brands they follow.
74%
63%
57%
49%
follow Mobile Device brands
follow their favorite Consumer
Electronics brands
follow their favorite F&B brands
follow their favorite Healthcare brands
INDIVIDUAL MARKETS
Philippines
Over
90%
98%
of digital consumers in
the Philippines, India,
Indonesia, Vietnam,
and Hong Kong follow
their favorite brands on
social media.
India
Indonesia
Vietnam
97%
Hong Kong
91%
China
89%
Singapore
82%
South Korea
72%
36%
Japan
44%
Australia
BRAND ENGAGEMENT ON SOCIAL MEDIA
ASIA-PACIFIC
To learn more about how consumers engage with brands and branded content
online we asked respondents a series of questions related to common purchase
behavior activities online, such as whether the respondents look for information
about products or services on social media, or if they actively click on ads or
read advertorial content.
78%
obtain information about products and
services on social media
74%
69%
68%
look for the latest deals and
promotions on social media
participate in contests and giveaways
on social media
share information about products and
services on social media
PAID MEDIA ENGAGEMENT
ASIA-PACIFIC
CHINA & VIETNAM
INDIA
HONG KONG
SOUTH KOREA
74%
86%
83%
82%
82%
of digital
consumers in the
Asia-Pacific
region click on
advertisements
posted by brands
that they like
of digital
consumers in
China and
Vietnam click on
advertisements
posted by brands
that they like
of digital
consumers in
India click on
advertisements
posted by brands
that they like
of digital
consumers in
Hong Kong click
on advertisements
posted by brands
that they like
of digital
consumers aged
35 and above in
South Korea click
on advertisements
posted by brands
that they like
INCREASED LIKELIHOOD TO ADVOCATE FOR A BRAND AS
A RESULT OF ACTIVELY FOLLOWING BRANDS ONLINE
ASIA-PACIFIC
On average consumers who actively follow:
Mobile Device
brands online
are
Electronics &
Appliance brands
online are
Food & Beverage
product brands
online are
Personal Care
product brands
online are
Travel &
Tourism brands
online are
Healthcare
brands online
are
more likely to
recommend a
brand to friends,
family, or
colleagues
more likely to
recommend a
brand to friends,
family, or
colleagues
more likely to
recommend a brand
to friends, family, or
colleagues
more likely to
recommend a
brand to friends,
family, or
colleagues
more likely to
recommend a
brand to friends,
family, or
colleagues
more likely to
recommend a
brand to friends,
family, or
colleagues
19%
17%
24%
29%
39%
27%
OUR APPROACH TO IMPACT
To learn more about consumer relationships with brands on social media, we asked respondents to tell us if they follow their
favorite brand(s) on social media according to the 6 business sectors covered in the research: Mobile Devices, Consumer
Electronics & Appliances (excluding mobile), Food & Beverage, Personal Care, Travel & Tourism, and Healthcare.
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