Internet is rivaling TV and print

Study confirms the Internet is rivaling TV and print

Data has traditionally been lacking for marketers who want to understand the media consumption habits of consumers in Asia and how people in the region perceive each medium with regards to their personal and business needs. A new study sheds valuable light on the topic.

Microsoft Advertising conducted a media consumption study via Synovate AsiaBUS service, surveying over 11,000 people aged 15-64 in 10 markets in Asia Pacific: Australia, China, Hong Kong, India, Japan, Malaysia, Singapore, South Korea, Taiwan and Thailand.

The research findings confirm the Internet has become a mainstream medium that now rivals traditional media such as television, newspapers and radio. The survey also reveals that the Internet excels over other media in attracting key demographics for advertisers.

Key audiences spending more time online
The AsiaBUS Study shows people spend 15 hours a week on the Internet, challenging the leading position of TV (18 hours). Respondents also report spending far less time reading newspapers and magazines, 5 hours and 3 hours respectively, though radio still accounts for quite a significant share of media time (12 hours).

Looking at media consumption across demographics, a few groups show higher engagement with the Internet than with other media. For example, those aged 25 to 34 spend the most time on the Internet, 18.5 hours per week versus 17 hours on TV. Two other groups show an even stronger preference for the Internet: University graduates and Top/Middle management, both of which are prime targets for advertisers given their higher purchasing power, and personal and business decision making power.

Internet is top source for information
Besides exploring media consumption habits, the study also examines perceptions of these media. What comes out very strongly is that the Internet is regarded as the top information source, be it for personal or business interests. The Internet is the first place people look for information and gives the depth of information they want.

The Internet's outstanding information gathering capabilities also helps consumers decide what to buy. People feel the Internet keeps them ahead of the game, describing the Internet as an active medium which puts them in control.

With all these advantages, it is not surprising to see that people are planning to use the Internet more than other media in the future.

Advertisers look no further: online is "in"
The AsiaBUS Study confirms once and for all that the Internet has clearly assumed its rightful place as a mainstream medium in consumers' thoughts and actions. With the Internet's importance continuing to rise even more in the future, advertisers will be turning online more and more to engage with prime target audiences.