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

Content preferences of 1,648 respondents across six Southeast Asian countries � including Singapore – offer 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 Singapore,
Indonesia, Malaysia, Thailand, the Philippines and Vietnam — the research offers
deep insights into what consumers prefer, consume, share and believe with
respect to online content. Singapore-based respondents make up 17 percent of
the sample size.

Good news for brand content creators looking to
connect with audiences in Singapore, as
43 percent of local consumers surveyed said they made an unplanned
product purchase motivated by online content. The top three reasons Singapore-based
consumers were influenced to make a purchase: 1) the content included
testimonials from other people, 2) the content was relevant to the consumer, and
3) the content provided detailed information about the product or service.

Consumers in Singapore have a heavy appetite for content, as 54 percent are
asking for more content that provides entertainment; 46 percent want
more content that informs and educates; and 42 percent want more news
stories. In addition, 71
percent prefer content from international brands as opposed to content from
local (i.e., country-based) brands. Also, 56 percent of consumers want
brand content to be more “honest” and “real.”

“Clearly,
consumers in Singapore 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 more than
half of consumers (65 percent) prefer to read content as opposed to watch it. An
overwhelming majority — 78 percent — prefer “digestable” content they can
continually return to for more information. In addition, 74 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. There
were 276 Singapore-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.