Consumers still believe in advertising

SYNOVATE   ADVERTISING  RESEARCH

Hong Kong - A new Synovate survey revealed more than 50% of Hong Kong consumers said advertisements are a good way to learn about new products and services while 56% of these same respondents also draw a household income of $40K and above.

The increased influence of advertising amongst this higher income group also carries through to sometimes buying a product because its advertising is good.

While the average is 20%, around 24% of higher income consumers can be activated to make a purchase.

The Media Atlas Hong Kong for the period of Q2 2008 and Q1 2009 showed that consumers between 25 to 34 years old show a similar pattern to the higher income group at 55%, which says "ads are a good way to learn about new products and services". 

"This is an encouraging sign because consumers in this age group are building brand preferences and purchasing habits which may become lifelong relationships," said Steve Garton (pictured), global head of media research for Synovate.

However, the survey seems to suggest that consumers who are 45 years old and above do not perceive ads as a good way to learn about new products and services dropping to 45% for those between 45 to 54 years old and 48% between 55 to 64 years old.

Consumers that are between 25 to 34 years old are also more likely to buy a product because its advertising is good at 23% compared to those in the 35 to 44 age range at 16%.

When it comes to whether men or women that are more influenced by advertising, it appears women are slightly more receptive with a higher percentage saying ads help them learn about new items and are more likely to buy a product because of good ads.  

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