Synovate: Elites fans of mobile devices

Singapore - Mobile marketing may have yet to fully explode in Singapore but the latest findings from Synovate PAX revealed 95% of affluent Singaporeans used their mobile devices to send and receive text messages, while 37% were most likely to watch live TV on the devices as well.

"In today's environment, marketers should be exploring both traditional and digital platform strategies to communicate with affluent Asians as they move through their demanding lives," Synovate's executive director for media, Steve Garton, said.

"In order to connect them with marketing messages and maximise opportunities, it's vital to determine where they are via the types of media content they consume and the platforms they use - our research certainly points to this broader approach," he said.

The findings are part of Synovate's introduction to Digital Life, its new initiative which tracks how elites across the region move through their day, locations, activities as well as platforms used to access media in detail. Other results of the survey showed that affluent Taiwanese were the region's biggest information seekers, using their mobile devices to read news alerts and updates as well as to search for financial and business information, while Koreans turned out to be the biggest sports junkies with over half (54%) using their mobile devices to receive sports results and sports related information.