The Southeast Asia Digital Consumer by Nielsen

Nielsen has recently released the Southeast Asia Digital Consumer
Report on 30th September 2011. This report aims to investigate the
current state of play of digital consumers in Singapore, the landscape
in which they interact, with what devices, and ultimately, where things
are headed. Noticeably, there is a strong emphasis on the impact of
social media on consumers.

A key finding from Nielsen’s report is that HWZ is the most
popular online forum among digital Singaporeans. Six in ten have ever
visited this forum and one quarter visit monthly or more often.

Other key findings:

  1. Despite the rise of social networks such as Facebook, reading
    online discussions and forums still has an activity at 83% with the
    top social media activity of ‘browsing other people’s content on
    social networking platforms’ at 87%.

     

    Chart: Incidence of conduct of social media
    activities last 12 months – comments and forums

    Base: All
    digital consumers 15+ (n=1,066)

  2. Tapping into others’ opinions about brands and products via
    forums and review sites is also one of the most common social
    activities conducted weekly or more often. Half of digital consumers
    do so on at least a weekly basis.

     

    Table: Most prevalent social media activities
    conducted weekly or more often

    Base: All digital consumers
    15+ (n=1,066)

  3. As far as online forums are concerned, just more than six in
    ten (61%) digital consumers visit forums monthly or more often, with
    25% visit HWZ Forums at least once a month. As one can see from the
    chart below, the recency of visitors to HWZ Forums is much higher than
    the next closest forum in Singapore.

     

    Chart: Online forums visited
    Base: All
    digital consumers 15+ (n=1,066)

  4. HWZ Forums also has the highest monthly returning consumers at
    33% and 27% for age group of 20-29 and 30-39 respectively.
    Refer to the table below for the rows highlighted in yellow for
    monthly visitors (box marked green). 

     

    Table: Online forums visited, split by key
    demographic segments

    Base: All digital consumers 15+
    (n=1,066)


    HWZ Forums also has the
    highest monthly returning visitors for both male and female consumers
    (box marked pink) at 34% and 15% respectively. In fact, returning
    female consumers are much more than Cozycot, a popular women forum,
    debunking the myth that HWZ only attracts male consumers.

  5. Changing the lens from age group to income segments, HWZ
    Forums has also impressive reach. Across all income segments from
    below S$3,000 to above $10,000 (box marked green), HWZ Forums has at
    least 20% reach in digital consumers. Even CNA Forums who is commonly
    regarded as one where high earners (above S$10,000) will go to only
    manage to grab 14% while HWZ is 28%!

     

    Table: Online forums visited, split by income
    segments

    Base: All digital consumers 15+ (n=1,066)

With the rise of smartphones & tablets, particularly in Singapore,
many consumers had started to access forums from within their mobile
devices. From Nielsen research, a good 15% of consumers who access
social media platforms via mobile access HWZ Forums, in fact, it’s the
top born-in-Singapore site.

 

Chart: Social media platforms accessed via mobile
device

Base: Social media users 15+ who access social media
sites via mobile device (n=788)

 

Key takeaways:

  1. 50% of today’s digital consumers are reading forums, for their
    own interests or opinions/reviews of other users about brands.
  2. Of the same group of consumers surveyed, 25% visits HWZ Forums
    at least once a month for the activities listed in point 1 and is the
    forums with the highest returning consumers across all forums.
  3. HWZ Forums also has the highest returning consumers in the
    prime age group of 20-29 and 30-39.
  4. HWZ Forums actually has more female readers than the most
    popular women portal, Cozycot. Of course, HWZ Forums also has the
    largest reach to male audience.
  5. HWZ Forums also has the highest returning consumers across all
    segment incomes, from below S$3,000 to above S$10,000, even more than
    Yahoo! Groups and CNA Forums.
  6. HWZ Forums is the 1st born-in-Singapore site that has mobile
    access rate after international social media such as Facebook,
    Twitter, YouTube and Blogspot/Blogger.

To find out how you can reach out to your target audience, simply fill
up our contact
us page here
and we will be brainstorming with you to find out what
works best for your marketing objectives on HWZ.

All charts and tables are extracted from Nielsen Southeast
Asia Digital Consumer Report, Singapore Edition.

 


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