New Ruder Finn Research in Malaysia Offers Brands “Content Playbook”

Content preferences of 1,648 respondents across six Southeast Asian countries � including Malaysia – offer specific opportunities for content creators

 

KUALA
LUMPUR, MALAYSIA - 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 Malaysia, Indonesia,
Singapore, Thailand, the Philippines and Vietnam — the research offers deep
insights into what consumers prefer, consume, share and believe with respect to
online content. Malaysia-based respondents make up 16 percent of the sample
size.

Good news for brand content creators looking to
connect with audiences in Malaysia, as 69 percent of local consumers surveyed
said they made an unplanned product purchase motivated by online
content.  The top three reasons Malaysia-based consumers were influenced to make a purchase: 1) the content provided
detailed information about the product or service; 2) the content offered an
incentive or promotion, and 3) the content was visually attractive.

Consumers in Malaysia have a heavy appetite for content, as 56 percent are
asking for more content that provides
entertainment; 56 percent want more content that informs and educates;
and 50 percent want more help and advice — which is higher than the
regional average. In addition, 54 percent prefer content from international
brands as opposed to content from local (i.e., country-based) brands. Also, 71 percent
of consumers want brand content to be more “honest” and “real.”

“Clearly,
consumers in Malaysia 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 shows that half of consumers
(51 percent) prefer to read content as opposed to watch it. An overwhelming
majority — 73 percent — prefer “digestable” content they can continually
return to for more information. In addition, 86 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 is: 1) 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. There were 259
Malaysia-based respondents. Participants in the overall study 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.