This is the survey for which many clients and agencies anxiously await each year. The new Business Elite: Asia study from Ipsos MediaCT comes from researching 7,169 of the senior business executives from eight countries in the Asia region – Thailand, Taiwan, Singapore, Hong Kong, Indonesia, Malaysia, South Korea and the Philippines. These are the people with incomes of almost $200,000 and an average net worth of more than 1.3 million. Naturally this is a group, many advertisers would like to reach.
They were questioned on media usage, business purchasing and ownership of various luxury items.
Almost 9 out of 10 own Smartphones and 51% own a tablet computer. Interestingly, 19% own a 3D/Smart TV.
These top executives are still flying as much on first or business class as before (44%) with China being the most visited country for business. Singapore came second with Hong Kong in third place.
In terms of media, CNN seems to be the favourite international TV channel reaching 27% followed by Discovery Channel at 21%. Despite all the stories of the demise of Yahoo, the most popular website was news.yahoo.com which reaches 35% of these elites weekly. Google’s news.google.com came second with 31% and cnn.com trailed at 16%. twitter.com and linkedin.com achieved 14% weekly reach.
The readership of print magazines remains high. The Wall Street Journal Asia topped the daily titles. Time, crept ahead of Newsweek and was the top weekly title and National Geographic was the most popular monthly title.