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Asia’s business elites still consume more print than digital

Print prevails among the business elite in Asia with more than 96% of them reading newspapers or magazines in print, according to the 2015 Business Elite Asia study carried out by Ipsos Connect.

Meanwhile 94% of those surveyed access one or more of the region’s major news or business information media brands through their computers, tablets or smartphones at least once a week. Here are some of the publications most read by the Business Elites:

In the latest survey, three out of every four business leaders surveyed claim to read one or more international news or business titles in print. A similar number watch international news networks at least once a month.

And, of the 34 international and 78 local media brands asked about in the study, an average of just under nine different titles are read in print, while 12 are accessed digitally over the course of a month.

Since the Business Elite tend to earn high salaries (on average US$195,000 per year), some of the products they turn to in order or to express their wealth include luxury brands such as high end watches and premium cars.

They are also amongst the heaviest users of air travel, flying for business or pleasure an average of 11 times a year. Around 41% of them travel first or business class all or most of the time, signalling more opportunities for airlines to better target this group of consumers.

In addition, other industries including hotels, financial services and business-to-business suppliers rely on this small group of elite customers for a large chunk of their profits.

With the region’s projected growth, Asia’s business leaders continue stand at the forefront of the world’s economy making them an attractive target audience for brands in the aforementioned sectors.

Both East Asia and South-East Asia will grow twice as quickly as the global economy as a whole – faster than any other major region of the world, according to a ZenithOptimedia study. The media agency expects this region to be by far the fastest growing advertising market in the world over the next three years, also growing at more than twice the global rate.

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