New Ruder Finn Research Across Southeast Asia Offers Brands “Content Playbook”

Content preferences of 1,648 respondents � across six countries – offers specific opportunities for content creators

 

SINGAPORE - Media
OutReach - 12 September 2019 – Ruder Finn today announced results from its
latest research, “Entertain Me. Inform Me. Inspire Me. Feed Me: How to
Satisfy Southeast Asia With Your Content”. Conducted among 1,648 people —
from Indonesia, Malaysia, Singapore, Thailand, the Philippines and Vietnam — the
research offers deep insights into what consumers prefer, consume, share and
believe with respect to online content.

Good
news for brand content creators as 63 percent of content consumers surveyed
said they made an unplanned product purchase motivated by online
content. The top three reasons consumers were influenced to make a purchase: 1)
the content offered an incentive or promotion, 2) the content was visually
attractive, and 3) the content provided detailed information about the product
or service.

Consumers
have a heavy appetite for content, as 59 percent are asking for more content
that provides entertainment; 52 percent want more content that informs
and educates; and 40 percent want more help and advice. In addition,
63 percent prefer content from international brands as opposed to content from
local (i.e., country-based) brands. Also, 69 percent of consumers want brand
content to be more “honest” and “real.”

“Clearly,
Southeast Asian consumers — at least from the six countries surveyed — are open
to, interested in and motivated by brand content, and companies should be
proudly labelling their content with their brands,” says Martin Alintuck,
managing director, Southeast Asia for Ruder Finn. “The work to be done by
brands revolves around ensuring their content creates a perception among
consumers of authenticity, honesty and reality.”

Despite
the accepted opinion that video is “king”, the research showed that half of
consumers (52 percent) prefer to read content as opposed to watch it. An
overwhelming majority — 70 percent — prefer “digestable” content they can
continually return to for more information. In addition, 78 percent would
rather consume “factual” content versus “emotional” content.

“The
research argues for brands to strike a balance between appealing to the
emotional needs of a consumer while also sharing the relevant information to
influence the purchasing decision,” says Alintuck. “At the same time, consumers
seem to desire an ongoing story or flow of content that brings them back to
familiar information and places. And they are very open to not just watching content
but reading it as well.”

The
Ruder Finn research identified the top 10 preferences for content across the
six Southeast Asian countries. These include, in order of preference, content
that:  1) is entertaining or fun, 2)
teaches something new, 3) is a passion topic for consumers, 4) is always
up-to-date and keeps consumers informed, 5) is seen as trustworthy, 6) is
visually attractive, 7) is part of an evolving story, 8) rewards consumers, 9)
offers sales or promotions and 10) makes consumers feel like they are part of a
community.

The
1,648 respondents participated in the research through an online survey.
Respondents were 18 to 35 years old and an even mix of male (49 percent) and
female (51 percent). Respondents were predominantly full-time employees (70
percent).

Visit
www.ruderfinnsea.com/research
to download “Entertain Me. Inform Me. Inspire Me. Feed Me: How to Satisfy
Southeast Asia With Your Content” and find out more about Southeast Asia’s
content habits, preferences and expectations.

About Ruder Finn Southeast Asia

Ruder Finn
Southeast Asia (www.ruderfinnsea.com) is part of the
award-winning, global, integrated communications consultancy, Ruder Finn (www.ruderfinn.com). We’re a team
of strategists, writers, creatives, technologists and storytellers. At Ruder
Finn, we help brands to engage with people and issues they care about through
compelling campaigns that enhance perceptions and ignite engagements. Our
success is a blend of science and art: data-driven, inspirational with
relationships and business results at its centre. Connect with us and explore
the frontiers of “What’s Next?” together.