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...

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
cs@haymarket.asia
or call+852 2122 5227

Membership

Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +852 2122 5227
or email subscriptions@campaignasia.com

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
Event Marketing Awards 2019 winners revealed
Premium
2 hours ago

Event Marketing Awards 2019 winners revealed

The full list of winners from the gala night in Hong Kong.

Premium
EMA winners: Experiential Marketing Agency of the Year
Premium
2 hours ago

EMA winners: Experiential Marketing Agency of the Year

Over the past year, the winning agency has won new clients such as Volkswagen, Apple, and Fendi, and has worked on a host of luxury events.

Premium
EMA winners: Best of Brand Experience
Premium
2 hours ago

EMA winners: Best of Brand Experience

The winning agency created an experience within a 5,000sqm abandoned factory with a troupe of local and international performers.

Premium
EMA winners: Best Launch
Premium
2 hours ago

EMA winners: Best Launch

Participants were treated to a show that produced a make-belief exploration that took them to 'space'.