Terrestial TV viewing up: PAX

Singapore - Despite the current state of media proliferation in Singapore, consumption of terrestrial TV for the market rose by 2.4% to 76.5% from last year according to the latest annual Singapore results from Synovate's Pan Asia Pacific Cross Media Survey (Synovate PAX) for 2007.

As interesting as this figure is however, director of media research for Synovate Asia Pacific Craig Harvey said this doesn't necessarily mean more people are watching TV, it is highly possible that individuals could be surfing the web for example, with the TV switched on in the background. However, he did conclude people are far more likely now to watch their TV on the move.

"We are all increasingly busy with demanding lives and multiple technology choices and more people are choosing to watch TV when they have some ‘down time' throughout their day, regardless of their location," he said.

The regional study surveyed affluent Asians across 11 markets in Asia Pacific with 1,700 polled in Singapore - the rest of the markets include Hong Kong, Korea, Malaysia, Thailand, Indonesia, Philippines, Taiwan, India, Australia and Japan.

As part of the survey, Synovate was able to segment results into five distinctive groups which are The Executive Warriors (21%), The Luxury Loyalist (12%), The Gimme's (25%), The HUMmers (15%) and The Work to Live's (28%) - Singaporeans polled fit very much in The Executive Warriors group, with 36% sharing its unique characteristics. Individuals in this group tend to be aged between 25 and 44, work full-time and are well educated and top income earners.

Perhaps of more interest to marketers, people in this group are frequent business travellers with a high ownership level of PDA/hybrid mobile phones, and find regional media to be more insightful. They also value international perspectives and are interested in exploring the culture of other countries.

Other Singapore PAX insights include the findings that 12% search for information on products and services through a mobile phone which is up by 2.3%, and also up this year is 11% use a mobile phone for personal banking services and to pay bills. Also, around 66% of Singaporeans believed advertisements are a good way to learn about new products and services.