Byravee Iyer
Sep 9, 2015

Dear brands, consumers just aren't that into you: JWT & TNS

ASIA-PACIFIC - Consumers across Asia-Pacific are hesitant, or even suspicious, about engaging with brands online, and resent doing anything that appears to benefit the brand more than it benefits them, according to a new study by J.Walter Thompson and TNS.

Morris (left) and Leathwood

The findings were based on a study of online behaviour and attitudes of 5,600 people across seven countries in the region including Singapore, China, Malaysia, Thailand, Indonesia, Australia and New Zealand.

Indeed, the more brands ask of consumers, the less interested they are in participating. Just over half of the respondents say they are interested in consuming brand content, but only three in 10 are open to interacting with brands online. And just 8 per...

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